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Marketing Plan For Cliff Bar, Inc

4023 words - 17 pages

Marketing Plan for Clif Bar, Inc.
Marketing Management– MM522
DeVry University, Keller Graduate School of Management
Professor Gary Myers
By: Chameer Moses

Table of Contents
Executive Summary 3
Executive Summary………………………………………………………………………………………....3
Situation Analysis 3
Market Summary4
SWOT Analysis4
Prioritized SWOT Analysis5
Competition6
Product Offering………………………………………………………………………………....6
Keys to Success…………………………………………………………………………………...6
Critical Issues…………………………………………………………………………………6&7
Marketing Strategy………………………………………………………………………………7
Mission……………………………………………………………………………………….. 7&8
Marketing Objective…………………………………………………………………………….8
Financial ...view middle of the document...

Sweet potatoes are high nutritional value, low glycemic index, accessing their nutritional benefit is easy, good for your skin, sweet potatoes are like yoga, and they are easy to grow in your garden. (naturalnews.com) Baked sweet potato chips would help Clif Bar, Inc. to market a different product that their competitors don’t have.
Situation Analysis
The environment in which Clif Bar, Inc. operates is the ecosystem. Clif Bar is committed to making products and helping the environment. The company has positioned itself as having a niche product to show consumers and competitors why they are a different kind of company. Unlike the other top brands in the market, “Clif Bar has minded the all-natural niche with the natural energy bar.” (Clif Bar, Inc.) Clif Bar is to sustain natural resources and nourish communities. The critical issues that Clif Bar, Inc. faces are that they don’t advertise enough for their products new and old. The forces that Clif Bar, Inc. will need to consider would be technological factors. If Clif Bar, Inc. can’t keep up with the increasingly rapid rate of technology this may affect their demand for their products and services. Their capabilities are that they can grow food in a way that sustains the natural resources everyone depends on soil, water, air and trees.
Market Summary
Clif Bar, Inc. knows their market very well which are their all natural nutritional energy bars. Sweet potato chips would help them continue with keeping their mission going with their products being all natural and nutritional. The market for energy bars is a big market and is constantly growing because you have so many other companies making energy bars. Clif Bar’s market trend would be to market their new product being their baked sweet potato chips.
SWOT Analysis
SWOT Analysis is important to identify the good and bad of Clif Bar itself, as well as any external factors, which may have positive or negative consequences on the success of the company. By creating a SWOT diagram, I have been able to narrow down the strengths and weaknesses within the company which Clif Bar & Co. has achieved and can work on, as well as any external opportunities and threats that Clif Bar & Co. can benefit from and can prepare for.
Strengths 1. Product variety 2. Variety of distribution channels 3. Positive brand image through green goals and 5 aspirations 4. Partnering with other companies/events to increase brand awareness 5. Recycling program introduced | Weaknesses 1. More expensive than competition 2. Less brand awareness than other brands 3. Lasting negative perceptions of organic products 4. Demanding recycling program 5. Little advertising |
Opportunities 1. Increased interest in environmental awareness 2. Wide variety of potential customers | Threats 1. New entries in the product market 2. Established competitive brands 3. Difficult to find consistently high-quality organic ingredients |
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