You are about to start your venture in agribusiness, which will be called Consumer's Delight. Create a marketing business plan describing key aspects of your strategy, such as a mission statement, objectives, marketing mix, promotion techniques, and so on

The marketing business plan for Consumer’s Delight will consist of the following aspects:

Mission: Consumer’s Delight’s mission is to provide fresh, high-quality vegetables that exceed consumers’ expectation and become their first choice for vegetable grocery shopping.

Marketing objectives: The marketing objectives of Consumer’s Delight will include the following:

Grow at a steady rate each month and capture nearby local vegetable markets.

Acquire new customers every quarter, targeting local restaurants and eventually hotels.

Generate goodwill and become the first choice for large orders.

Expand into allied segments such as logistics and consultation.

Main products (produce): Iceberg lettuce, broccoli, and spinach

Financial objectives: To achieve a 4 percent growth every year. To reduce the number of middlemen involved for transportation, other logistics, and delivery of the produce by 12 percent in the current year. Consumer’s Delight is expected reach its break-even point toward the end of the fourth quarter.

Target markets: Consumer’s Delight is looking at two sets of target markets, namely, individuals (consumers from the local supermarket) and restaurants.

Individual consumers: Green leafy vegetables are always in demand for salads, sandwiches, soups, and so on. The stock also needs to be fresh, which requires a daily turnover. Through current logistics connections, Consumer’s Delight will ensure that the stocks are delivered daily and in the best condition. Consumer’s Delight will also make use of local farmers at various locations to reach the maximum number of individuals.

Restaurants: Consumer’s Delight will work to contact all of the local restaurants in the vicinity, which total 12 in number. The aim will be to acquire long-term contracts with them.

Positioning: Consumer’s Delight will be positioned as:

fresh and healthy

high quality

dependable

Strategies: Consumer’s Delight primary motive is to become the preferred choice of its target group and to capture the entire market within the next five years. The strategy will initially begin with penetrative marketing strategies, wherein we will aggressively market to the local supermarkets. A Consumer’s Delight counter will be set up within the supermarket to take care of the branding and visibility of the agribusiness. The next stage will be to tap local restaurants once a good amount of brand visibility has been created.

Marketing mix: Consumer’s Delight will use the following marketing mix:

Pricing: Consumer’s Delight will price their produce per pound.

Distribution: Consumer’s Delight will connect with local transportation and logistics dealers and will regularly supply supermarkets. The company will follow a similar plan once the contracts from the restaurants begin to materialize.

Promotion: Because creating brand visibility is of paramount importance, Consumer’s Delight will put up posters and flyers inviting consumers to try out their products in the supermarkets. Consumer's Delight will also advertise in the weekly specials and monthly magazines of select supermarkets according to financial feasibility. Social media will be used to connect to potential restaurant clients.

Customer Service: Consumer’s Delight aims to offer the highest level of customer service to ensure loyalty and long-term contracts. Occasional store discounts will form a part of the customer service strategy.

Management and staffing: Consumer’s Delight will start with a small group of employees, and most of them will be work on a contractual basis. The staff members will mainly consist of analysts, consultants, field workers, store keepers, and others with average salaries.

Explanation: