Marketing Strategy for Healthy Eats Inc.
**Complete this Module’s Case before the Session Long Project**
Identifying the Customer
After determining what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits. A company should focus on servicing its current customer base and attracting new customers.
Case 1 Resources
Consumer Decision Making Process (2022)
Market Segmentation Examples: Target the Right Audience (2022)
What is consumer segmentation? (2022)
How to Get Market Segmentation Right (2022)
Create the Ultimate Customer Profile in 4 Steps (2022)
How To Create a Customer Profile (With Template and Example) (2022)
Social media demographics to inform your brand’s strategy in 2022 (2022)
Case Assignment
Customer Demographics
This module’s case will focus on defining your organization’s customer demographic and how to reach out to the groups. There are many free tools available to discover more about your local market in the United States.
United States Census QuickFacts
Esri ZIP Lookup
Statista- Business Data Platform- Create a free account using your business email. (Access to basic statistics)
Consumer Market Outlook
Digital Market Outlook
Advertising & Media Outlook
Company Overview
Begin with a brief (one paragraph) overview of your business based on what was shared in the Module 1 discussion:
The company name.
Short description of what the business does.
Its location (city & state).
Company slogan or tagline and logo.
Target Market Research
Deliver an overview of your local market (zip code, city, cities, or county) based on the research tools provided. (1/2 page in length) Do not copy tables or charts; describe it in writing.
Define your target customer demographics. Explain why this demographic profile is your primary target market. (3/4 page in length) Do not copy tables or charts; describe it in writing.
Select appropriate resources and conduct research on the industry or type of business. Consider trends, growth, success of local small businesses. This section should be 1 ½ pages in length and include at least three resources.
Social Media
Based on your target market, research the type of social media that would be suitable for marketing communications. Present research-supported rationale for at least two social media tools. (1 page in length)
Set up those two sites using the business email you created. Add social media links to your company website and share the website address.
Application
As a conclusion, discuss how the research would be used to market business locally and online. (Research Required). This section will be 1 page in length.
No quotations are permitted in this paper. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” across the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
Assignment Expectations
Use the attached APA-formatted template (MKT501 Case1) to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Your submission will include:
University International’s cover page
A paper with APA citations (5 pages of content)
The reference list page in APA format
MKT501 Case 1
Your Name
University
MKT501 Strategic Marketing
Due Date
MKT501 Case 1
In this paper, we will explore the marketing strategy for Healthy Eats Inc., a health-conscious café located in Portland, Oregon, focusing on identifying its target customer demographic and determining suitable marketing communication channels. We will examine the local market, target customer demographics, industry trends, and the role of social media in reaching the intended audience. The aim is to provide insights into how Healthy Eats Inc. can effectively market its business locally and online to attract and retain customers, leveraging a deep understanding of its target market and industry dynamics.
Company Overview
Healthy Eats Inc. is a forward-thinking café in the bustling city of Portland, Oregon, specializing in providing a wide array of organic, vegan, and gluten-free meals and beverages to cater to the diverse dietary preferences of its customers. With a strong commitment to promoting a healthy, well-balanced, and sustainable lifestyle, the café offers a carefully curated menu emphasizing locally-sourced, high-quality ingredients.
The guiding principle of Healthy Eats Inc. is encapsulated in its tagline, "Nourish Your Body, Nourish Your Life," reflecting the company's belief in the holistic benefits of consuming nutrient-rich, wholesome foods. The logo, a stylized green leaf, represents the company's core values, symbolizing growth, vitality, and a deep connection to the natural world. Healthy Eats Inc. aims to become a cornerstone of the Portland community for individuals seeking delicious and nourishing food options by fostering a welcoming atmosphere and focusing on sustainability and health.
Target Market Research
The research using Esri ZIP Lookup and United States Census QuickFacts reveals that Portland, Oregon, has a diverse population with a median age of 36.9 years. The city is characterized by a relatively high percentage of residents with bachelor's degrees (50.3%), pointing towards an academic community. The median household income is $73,097, and most of the population identifies as White (76.6%). Additionally, Portland is known for its environmentally-conscious population, consistently ranking among the greenest cities in the United States (Fox 12 Staff, 2022).
Healthy Eats Inc. has identified its target customer demographics as health-conscious individuals aged 25-45 with higher education qualifications and above-average income levels. This demographic is chosen as the primary target market due to their inclination to explore healthy food options, exhibit environmental concern, and possess the financial capability to afford premium organic products. Research indicates that individuals with higher education levels are more likely to prioritize and consume healthier food options (Burrows et al., 2017). Furthermore, a study by the Organic Trade Association (2021) found that 54% of organic consumers are millennials, which aligns with the target age range for Healthy Eats Inc.
A thorough analysis of industry trends and the success of local small businesses (Statista, 2022) demonstrates a growing demand for organic, vegan, and gluten-free food options. The organic food market in the United States reached $56 billion in 2020, showcasing a significant growth rate over the past decade (Statista, 2021). The industry has experienced consistent growth, driven by a rising number of consumers who strongly emphasize health and wellness in their everyday lives. Furthermore, sustainability and eco-friendly practices have become increasingly important to consumers, highlighting the significance of Healthy Eats Inc.'s offerings. The company's dedication to providing sustainable and health-oriented food options enables it to capitalize on these trends and cater to the evolving preferences of its target market, ensuring long-term success and customer satisfaction.
Social Media
Considering the target market, Instagram and Facebook are the most suitable social media platforms for marketing communications to engage with Healthy Eats Inc.'s potential customers. Research indicates that 71% of Instagram users are within the 18-44 age bracket, which aligns well with the target demographic for Healthy Eats Inc. (Schaeffer, 2023). Instagram's visually-driven nature offers an ideal opportunity to create captivating and engaging content highlighting the café's enticing menu items, welcoming atmosphere, and dedication to sustainable practices. According to Mendini et al. (2022), 81% of people use Instagram to research products and services, further reinforcing the platform's relevance for the company's marketing strategy.
Moreover, 68% of Facebook users hold higher education qualifications, which matches the target demographic's education level (Social Media Demographics, 2022). Facebook offers a variety of tools tailored for businesses, such as targeted ads, analytics, and customer engagement features, making it a highly effective platform for reaching and connecting with potential customers in the target market. In fact, 69% of small and medium-sized businesses in the United States use Facebook for marketing purposes, indicating its widespread popularity and effectiveness (Zote, 2023).
To capitalize on the advantages of these social media platforms, Healthy Eats Inc. has set up Instagram and Facebook accounts using the business email. The company has integrated social media links into its website, ensuring a smooth navigation experience and promoting brand consistency across online channels. The company's website address is , a comprehensive online hub for customers to explore the café's offerings, sustainability initiatives, and other relevant information. Healthy Eats Inc. aims to build a loyal online community, drive customer engagement, and boost its brand visibility and credibility through consistent and engaging social media content.