Marketing Plan for Onigiri's Case Study Paper Example

Introduction

With the rapid development in the current world today, it is important to note that the world is changing and people are now suffering from various diseases which are as a result of what they eat. Fast food is becoming the norm and most individuals are now surviving on junk food which is not good for their health. Since I am a great fan of Japanese culture, not forgetting the typical Japanese food, I decided to venture into one great business by choosing Onigiri as my food business. Onigiri is one great food that is so rich in nutrients such as vitamin B 12, vitamin A, iron, iodine, calcium and potassium. This has a great role in maintaining the health of the hormones and the thyroid. Making such a nutritious product is very easy hence making me love snacking to some extent. This is hence making Onigiri be one suitable snack and a suitable food for consumption. Considering the general performance of different food industry, Elvis restaurant will be selling Onigiri and some few vegetable and drinks and since the main product is Onigiri, the restaurant will with the demographics of the analysis of Onigiri forming part of the young professional that are surviving at an average age of 16 to 55 years. Onigiri, fruit, vegetable shakes and fruit will be sold in the in various regions in the area. Most of the restaurant in the regions will also offer Onigiri, with small salads and client pastries. In the region, the Onigiri will be identified as an upscale health/ natural food store. Onigiri restaurants will work on offering their customer the best tasting Onigiri in the region. This will be achieved by making use of high-quality materials and different ingredients that will strictly work in following the guideline preparation.

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Considering the general literature, three thousand flyers will be distributed in the nearby neighborhood, focusing on the nearby college campus and Walmart in general. Additionally, at the selected office buildings and at the malls, the flyers will be distributed with a various good picture of Onigiri. Notably, a free postcard that has Onigiri as the main product will be endorsed and will be distributed at a strategic point so as to generally increase the company visibility.

The general market Analysis Summary

According to statistics raised from the United States, juice consumption in the United States has in the past shown steady growth and as a result of healthy living and, Onigiri forms the best platform to showcase the United States that they should live healthy by consuming Onigiri. This will help to reduce obesity and prevent excess sugar diseases. Onigiri as the great product will work on building one of the most loyal customer bases through the greater strategy of offering the healthiest drinks in the most comfortable environment that will offer a relaxing platform after work.

Mission

• Offer customer services in situations where the suggestion is being aired out by the clients.
• Ensuring efficient and constant consistency when it matters to deal with creating flavors
• Ensuring creativity and innovation in the type of flavor
• Maintaining the general health of the standard class in the general food management
• Always having a good impression on every individual who is conducting the purchase

Environmental Scanning

Economic factors

Economic shocks, inflation rates, access to credit facilities, access to resources, the global economic environment and the availability of the required workforce are some of the economic factors affecting the growth of startups. Getting loans and convincing investors to invest in startups has always been the recurrent challenge for the upcoming ventures. The overall global economic shocks and the increasing uncertainties have impacted negatively on the operations of the products. During tough economic times, food products tend to make less profit in the long run.

Social factors

The conservative nature of the various culture has been the greatest impediment to the success of food products. The culture of the family does not promote entrepreneurship in any way and the majority of the people have always been sensitive to taking risks in organic food products. The right mentorship programs have been found to be inadequate for the vast population. The nature of food market makes it difficult to capture the consumer's tastes and preferences since the standards of living vary across the regions making it extremely difficult to strategize the market needs. The healthcare and education systems are in deplorable conditions and therefore there is the need for renovation and up gradation to strengthen food industry in United States.

Technological factors

Technological development has been instrumental in the transformation of united states food industry and also it is a key component to the upcoming ventures. The use of internet has really transformed the economy of the country by providing the platform that connects the budding entrepreneurs to the potential investors and how marketing is managed in general.

Organic food products have greatly transformed the economy of United States. The Healthcare tech products, for example, has helped improve the delivery of medical services in the hospitals. Technology has made it even easy to produce some of the raw materials which are essential in making rice balls.

Legal Factors

The food ecosystem has faced various legislative hurdles in the recent past thus leading to their failure. The government of United States has been making tremendous reforms in the business regulations in order to promote growth for the emerging businesses. Some of the notable reforms are the self-certification for the startup with 3-years of no inspection. This has made compliance more flexible and easier for the upcoming entrepreneurs. Equally, the government has rolled out a fast-track system for patent examination in order to protect the intellectual property rights of the founders of various products and even unique food.

Environmental factors

The government has initiated various programs to create awareness on the startups especially those in insurance, food, and agriculture on the ecological footprints. Information regarding environmental issues and the existing legislation is key before initiating some of the startup concepts. Some of the green startups have significantly transformed and educated the masses on the environmental issues and therefore have positively influenced the business ecosystem.The products and services provided by the startups do not fit the market demand. The selections of products do not match the requirements of the customers.

Overall trends in Sales for Organic products

With health awareness, organic and natural food have actually topped sales records for a continuous period, over the past decade. Basically, there is the great focus that the growth is expected to go higher since the only way to good health is through keeping a healthy diet. In the year 2015, it is important to note that organic and natural food dominated the sales record growing from 12% in 2015 to a total of 26% in 2017. In the period 2016, the overall sales increased to $ 52 billion, demonstrating the same growth at a rate of 12%. It is clear that natural and organic food far out way the whole category as a whole showing only 3% growth (Willer). With the introduction of Onigiri, it is important to note that much sales has been experienced since the product is introducing a healthy lifestyle in our generation today. Predictably, much sales will be experienced in the next two to three years and the product will have a great impact on penetrating the food industry.

Overall trends for Organic Food

Currently, going organic is not exactly easy or cheap for beverage and food manufacturers; however, the size price may carry its value. The first trend for organic food is driving growth in organic to facilitate the general enlargement of organic products which is more than the normal channel. Another trend for an organic produce is food service. In the year 2014, it is important to note that United Natural Foods, Inc came up as the leading national distributor of natural organic and basically it ended up posting nearly twenty-five percent increases, which includes food services. The proliferation of organic in the matters to do with food service may be of great help to restaurant operators in reaching new customers.

Market Opportunity Analysis

In addressing the existing market opportunity, one major challenge is that there has been a decrease in the demand for fast food in most regions due to consumer spoliation with the choice. This has reduced the general business profits and has led to businesses relocating to other parts of the smaller cities in different regions where they still embrace fast food. Onigiri product is making a good decision of filling the gap by introducing healthy food which is an opportunity but a great challenge in the long run. Penetrating the market and gaining large market share will be difficult for the company since most of the customers have trusted companies like Starbucks, Bread talk and McDonald's who have exploited the market who are trying to diversify by the introduction of organic products. Onigiri is targeting the primary age of 15 to 50 years; it will be very difficult for the product to attract more customers if they don't have any unique feature to add on top, this is because McDonald's has already penetrated the market with low pricing strategy.

Marketing Objectives

Target market

Since the age target population of 15- 50 years is a very complicated market to understand, the company can continuously penetrate the market by not necessarily using the low pricing strategy as the main marketing objective. Onigiri can incorporate new trends and still manage a standard price. In most restaurants and shops which are selling Onigiri, we can introduce Wi-Fi in their stores, brand their drinks with common customer names and focus more on advertisement and initiating customer delivery process. Through this, the product will be advertising themselves and more customers will be working on experiencing the product. Dealing with some of the fixed cost like rent, Onigiri shops can work on buying the stores in the long run, and this will form part of their long-term asset. The product is targeting one state and expanding its territory to various states in the United States.

Analysis of the Buyer

Buying decision

The main business objectives for Onigiri are to provide customers with food of great standards, value for their money and quick service. From the past research in promoting the product, this is what the buyers are lacking and as a result of the product, the buyer will then fulfill what is lacking in the region.

Cultural Influence

Onigiri as a product has set their objectives to work on meeting different culture and the different customer wants. The product is designed to consider standard measures like specific, measurable, achievable and relevant to the aims in coming up with such objectives. Time will also be a major contribution in setting and starting the finishing dates. The key objective of the product will be achieving their aims since they want to do better and stay ahead of their competitors and even penetrate various culture who are against pure meat.

Lifestyle Analysis

If things are not matching and up to the standard mark, values and even the objectives put in place, the product has to think for the second option as a contingency plan. Therefore, Onigiri has to set new goals and review new services, products, and location so as to prevent obesity and reduce the level of cholesterol in offering help to those who are obsessed

Marketing Tactics

Also, to form part and parcel within the marketing and sales se...