“New Retail store- Organic Foods Inc.”
Travis Washington
Keller Graduate School of Management
March 20, 2015
Abstract
U.S. based company Organic Foods Inc. has decided to start a business based on the business concept of the buying and selling fresh Organic foods. Currently the concept of organic grocery stores prevailed from Whole Food Market food chain which stared in 1970 so Organic Food Inc. has thought of developing a new retail brand by targeting specific target market.
Introduction
With the dramatic rise in sales of organic foods and beverages from $1 billion in 1990 to $26 billion in 2014 has encouraged the company to start organic or natural foods businesses. It is relatively easy to start selling a natural foods product on line or from your own storefront- all what is needed is a brand name, a website, source of supply from own and local farm, a location, and a merchant account (Brush,2013). The organic food being offered will help the parents to keep their children away from the unhealthy food they are currently being exposed to. The aim of this company will be “To provide the customers with the freshest, most delicious food possible always seasonal just as nature intended”
Brief Description of the Retail Store Concept
The retail store concept at Organic Foods Inc. revolves around providing organic food in the fast paced high stress lifestyle of consumers. The concept of organic anything can seem a little ill at ease with high stress levels and each-man-for-themselves. The retail outlet of Organic Food Inc. Will have a cafe, cooking school, the farm school, the spa and the shop filled with delicious organic goodies and despite relatively high prices, the enterprise makes sense. In the cafes and restaurant Organic Food Inc. will primarily utilize their own produce or other organic artisan suppliers in a few cases, such as the supremely sweet and rather marvelous honey they provide with the beverages (Dawn, 2013). The produce of the farms are translated well into their cafe cuisine. The concept is centered around a working organic farm and a passion for seasonal, ethical produce that has translated into two farm shops and cafes and seasonal organic, produce sold in the states and other independent stores nationwide (Dawn, 2013).
Potential Market Segment
Organic grown food has become a priority for an increasing number of American households. Consumers are demanding specialty products that are made with organically grown ingredients and certified organic products. The increase in demand of the organically grown food has created the potential to tap the U.S. market.
The characteristics of the Potential target market in the United States are:
Consumers who do not want to consume the unhealthy food are the target customers for the organic products being offered by the Organic Food Inc.
Geographic region: All the regions of the United States, with the first outlet to be opened up in Atlanta. Consumers from all regions will be targeted.
City or metro size: Population under 5,000; 5,000–20,000; 20,000–50,000; 50,000–100,000; 100,000–400,000; 400,000–1,000,000; 1,000,000 or over
Density: Rural, Urban & suburban population
Climate: Southern
Demographics age: Under 6, 6–12, 13–19, 20–34, 35–49, 50+
Family size: 1–2, 3–4, 5+ members
Family life cycle: Young, single; young, married, no children; young, married, with children; older, married, with no children; older, married, with children; others.
Gender: Both Male & female
Income Group: Under $10,000; $10,000–$20,000; $20,000–$30,000; $30,000–$60,000; $60,000 and over.
Occupation: Professionals, Homemakers, college students, school children, retired people and unemployed people.
Education Grade: school or less, high school graduate, college graduate and uneducated.
Religion: Hindu, Muslim, Islamic, Buddhist, Catholic, Jewish and others
Race: White, Black, Asian, Hispanics and others
Generation: Baby Boomers and
