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Company: The Sweet House

NAME: Parth H. Vasani

Introduction:

The Sweet House is an expert in making delicious food cuisines that cater to the needs of individuals requiring high class ready to eat food items at their doorsteps. The items can be self-consumed or served at any party.

Currently boasting a Menu card with more than thirty items, the company expects the addition of tens of more items to its profile.

Product / Service Life Cycle:

The service currently lies in the Introduction phase of Service Life Cycle which means that current competition in the segment is low. Therefore, the company needs to adopt persuasive marketing techniques that shall assist it in building the brand.

For the Sweet House to reach the next phase of Product / Service Life Cycle I.e. Growth, the company will need to ensure customer satisfaction at consistent levels by the provision of high-quality services.

Crossing the Chasm:

The current customers are Innovators. Such individuals like to try new things and services and are more likely to experience stuff that has not yet been tried and tested much.

The Sweet House intends to target Early Adopters in the next phase by letting its marketing team kick in and spread the word so that more people can come to know about its existence and thus join.

Many of the current customers who are currently Innovators in the Introduction phase of the company will become Early Adopters when the company itself reaches the Growth phase.

Integrated Marketing Campaign:

For any company aiming to get on the list of multiple customers, it is essential to reach its target audience by multiple marketing channels. This extensive audience can be targeted at a low-cost budget, provided that the adopted marketing strategy is focused enough.

The Sweet House shall adopt multiple components of the Integrated Marketing Campaign (IMC). Some of them are as follows:

Participation in Food Festivals:

• making sure that the company participates in the various food festivals taking place in the city all year round, it will be able to gain a lot of visibility. The company can present a wide variety of items at its stall during the festival whereby its high-quality stuff shall attract the attention of interested people.

• sampling is an excellent way to reach the taste buds of food lovers. It can be considered as an investment for the companys growth.

1. Companys Online Presence:

• Media Marketing and advertisements on multiple platforms is a fantastic opportunity for the company to enhance its market share in the current digital world. This act shall enable the company in gaining more brand awareness. Periodic posts on multiple social media platforms can boost the companys visibility.

1. Promotions / Offers:

• promotions can help in incentivizing the customers. The offers and promotions can enhance the companys ability to sell more stuff.

• like Buy-One-Get-One free and Two for Tuesday are some examples.

• service That Can be Added to the Companys Portfolio

• Sweet House is a food company, therefore, the addition of Event Planning & Organizing Services to its portfolio can be a very good combination. The food supplied at the events can assist the company in getting on the radars of more potential customers.

• Expectations from the Service

• utilizing the services of an Event Planning & Organizing company will expect high standards, professional behavior, meticulous attention to detail and due diligence. Food is all about love and care, therefore, the customers will expect the same from the company providing it.

• for Measuring & Maintaining Consistency of Service

• lists will be maintained, and itll be made sure that all tasks are performed under the companys pre-defined Standard Operating Procedures (SOPs). Regular appraisals shall assist in maintaining consistency of high-quality.

• the critical task for consistency will be the proper adherence to all procedures. A well-defined and focused administration team can lead to the adoption of a proper mechanism to be followed.

• measurement can be accomplished by scoring the performance regularly. A reward system for the staff members exhibiting higher adherence to SOPs can play a decisive role in the overall consistency.

• Likely to be Faced while Making the Company Global

• Sweet House is a ready-to-eat food company. To make it global, the food will have to be prepared in the local locations where it needs to be consumed. While doing so, the following issues are likely to occur:

1. Food is a perishable item and thus can get spoiled very easily in severe weather conditions.
2. The cost of producing various cuisines might not be as cost-effective in other markets as it is in the current operating region.
3. Marketing the company at a global scale requires an efficient and effective marketing strategy and team. The company will need to outsource the department in case it doesnt want to leave it a core competency.

Apropos the above reasons the company is not likely and recommended to go on a global scale.

• Being Faced

• religious or cultural issues are likely to be experienced by a food company. However, rules of the local food regulation authority and taxation matters will need special attention to avoid any unfavorable situation in the later years.

Affordability:

• the company aims to make the service affordable to masses and gain greater market share. Therefore, pricing wont be the point of concern for most customers.

• Matters:

• to all local rules and regulations is a must for all companies. In the marketing world the adage Think global, act local holds very high significance.

Distribution:

• the company supplies ready to eat food items at the doorsteps of its customers. Such ready to eat food items have a very short shelf life and thus a distribution of the items will need quicker services else itll all go to waste.

• Issues:

• companies rely highly on their chefs and cooks. The company in consideration will additionally be dependent on the delivery team as already discussed earlier. Finding such high standard staff members will be a tedious task.

• in case of Globalization:

• case the company decides to go global; itll need massive retailoring to comply with the international rules and regulations.

Conclusion:

• Sweet House is likely to excel in the upcoming years by adopting the value propositions mentioned above.