Wilburâ€™s Organic Bacon Company: Business Proposal
Wilburâ€™s Organic Bacon Company (Wilburâ€™s) has been in the hearts of Southwestern
Pennsylvanians since 1978. It is through their demand that Wilburâ€™s is proposing to expand its
market share with one of the largest grocers in the tri-state area. Giant Eagle Inc, mother
company of The Market District, has been in business with local farmers for decades to bring
area fresh agriculture to all of its clientele. In the past few years, Giant Eagle created The Market
District where local, natural and organic foods can be purchased. They have small locations
inside of the already established Giant Eagle locations, as ...view middle of the document...
The only control that Wilburâ€™s has in this market is to produce and sell as
little or as much as it sees by selling the units at $146.64 each.
WILBURS ORGANIC BACON: BUSINESS PROPOSAL 3
Since pricing strategy does not affect Wilburâ€™s due to the market setting the price, they
need to concentrate more on the non-pricing strategy. Two of the best ways for Wilburâ€™s to
achieve acceptance into this market is by using strategies such as product differentiation and
What is going to set Wilburâ€™s bacon apart of the rest of the competition is a very simple
ingredient, sea salt. Yes, sea salt. When going through the process of making bacon, most
companies use sodium nitrate. Sodium nitrate is used to preserve the meat. Sodium nitrate is also
very toxic in high quantities. In large industrial settings, sodium nitrate is part of the process to
keep the meat from botulism from the feedlot to the store.
Wilburâ€™s uses a salt-based rub to prepare the bacon. This is one of the benefits from
buying from ones local farmer. Currently Wilburâ€™s has three different flavors: a cure rub with sea
salt, coconut sugar, and bourbon. We have a sweet cure rub with sea salt, nutmeg, coffee, and
apple cider. In addition, a savory cure rub using sea salt, bay leaves, garlic, thyme, and rosemary.
Having fresh, free-range, sodium nitrate free bacon without all the preservatives is the key to
Wilburâ€™s already has local advertising throughout Southwestern Pennsylvania. The
majority of advertising is done by word-of-mouth. Wilburâ€™s will extend it current advertising
WILBURS ORGANIC BACON: BUSINESS PROPOSAL 4
coverage to the entire tri-state area. When the Market District adds a new product to its store,
they feature that product for the first few weeks. The product is featured in weekly fliers,
television and radio commercials, and in store promotions.
Macroeconomics is a part of...