Panvy Cheese Strategic Marketing Plan

Panvy Cheese Strategic Marketing Plan
Author’s Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Table of Contents 1.   Introduction. 3 2.   Macro Challenges. 3 2.1    Challenges. 4 2.2    Strategies. 5 3.   Macro SWOT. 5 3.1    Strengths. 5 3.2    Weaknesses. 6 3.3    Opportunities. 7 3.4    Threats. 8 4.   Positioning. 8 5.   Market Segmentation. 10 5.1    Behavioral Segmentation. 10 5.2    Taste Segmentation. 10 5.3    Consumer Pattern Segmentation. 11 6.   Segment Profiles. 11 6.1    Consumer Profiles based on Health Consciousness. 11 6.2    Consumer Profiles based on taste. 12 6.3    By Purchasing Habits. 13 7.   Micro Challenges. 13 7.1    Evaluating Market Trends and Consumer Insights. 13 7.2    Creating Differentiation in Cheese Industry. 14 7.3    Advanced Tools and Innovation. 15 8.   Micro SWOT Analysis. 15 8.1    Attracting Customers towards Brand. 15 8.2    Exploring Near Markets. 16 9.   Conclusion. 17 References. 18
Panvy Cheese Strategic Marketing Plan
Introduction
The growth of the organized retail sector and emerging demand for fast foods advances the scope of cheese in the United States. However, people consume organic cheese in healthy eating to maintain an improved lifestyle. According to IMARC (2020), the cheese industry reached $72.26 billion in 2020. Moreover, the cheese providers worldwide are diversifying their variety to meet the demand for dairy products, milk protein, textured, and other animal cheese flavors. Other than that, cheese has a longer shelf life, which benefits the providers to attain the maximum value from the supplied product. The report further forecasted that the cheese market would reach 105.93 billion dollars in 2026, with a rate of 6.81%.
By observing the cheese industry trends and excessive market growth, Panvy cheese plans to launch the cheese brand to enhance business share in the United States and profitability. However, the competition is fierce in the cheese industry with giant retailers. Therefore, Panvy Cheese focused on market analysis, competitor analysis and proposed a creative marketing strategy to attain a significant market position. Therefore, the report evaluates the strategic marketing tactics by focusing on the macro challenges, macro SWOT, market segmentation, segmentation profile, positioning, micro-challenges, and micro SWOT. Correspondingly, the research will help the management take the right step and make impressive marketing decisions while launching in the Kansas region.
Macro Challenges
For successful launching, businesses are immensely concerned about the macro forces because of the direct influence on business performance and consumer demand (MagePlaza, 2021). In this manner, Panvy cheese investigates the macro-environmental factors and associated challenges to perform well with the responsive strategies to outperform Kansas’s present rivals. Following is the discussion on the challenges and their responsive strategies.
Challenges
According to IBIS World report (2021), the growing competition in the dairy industry and availability of plant-based alternatives such as soy, almond, oat, and other flavors, as people are more conscious about healthy eating and demand nutritional products, which challenged farmers in labeling cheese, yogurt, and milk products. However, cheese and yogurt are the drivers of growth, and per-capita cheese consumption raised from 2018, which enhances the value for cheese providers. Contrarily, animal welfare, and environmental concerns encourage people to shift their focus from dairy cheese to plant-based cheese to contain protein, vitamin D, potassium, and calcium. Thereby, different cheese companies should consider plant-based alternatives to attain long-term benefits.
Additionally, technology is an opportunity for Panvy cheese, as the latest technology has enabled farmers to generate 50% more milk than in 1998 (Mannette, 2020). The only solution is selling value-added products like cheese, which has witnessed competition from local players. Hence, Kraft Heinz is the biggest rival in the cheese industry, financially strong, has a brand reputation, and has an extensive distribution network. The industry contains numerous small players, including Alma Creamery, Jason Wiebe, and Haulty Cheese Company. These players are strong with more gigantic product folios and years of business experience (Alma Cheese, 2021). The other research by Newhart (2019) indicated that specialty cheese providers faced issues with cheese surplus and low prices, which is another threat to achieving high profitability. With those concerns, Panvy cheese needs to adopt modified technology and expanded resources to sustain its advantage in an aggressive market.
Strategies
The foreign players dominate the market as they produce large quantities of cheese and get economies of scale. In this manner, Panvy Cheese should invest in diversified cheese products based on consumer insights and forecast the demand accurately to deal with surplus issues. Moreover, advanced tools such as blockchain technology upgrade the supply chain cycle to maintain the cash flow stream and strengthen the targeted market’s financial position (Burrell, 2020). Product, service, and image differentiation are impressive marketing tactics to gain a competitive advantage (Tintara & Respati, 2020). During the launch in a particular market, Panvy cheese should consider people’s health consciousness and preferences for the cheese to offer them dairy and plant-based cheese products to compete against them. The company will also invest in technology to gain the competitive advantage of delivering fresh products to consumers. The particular strategy produces a long-term impact on the Panvy Cheese bottom-line. By considering the long-term goal, the other objective to sustain the business goal is to reach about 60% of the research in a year.
Macro SWOT
For discussing the top-level management challenges within a firm, the research evaluates the macro SWOT analysis to support Panvy Cheese retail in gaining a competitive edge in the cheese industry by expanding its macro strengths and opportunities (Lumen Learning, n.d). The following is the analysis of macro trends in the internal and external environment.
Strengths
Product differentiation
Talented human resources and product technologies to offer high quality and differentiate cheese variety to the target market.
Revenue Growth
With professional expertise and consumer-oriented operations, Panvy Cheese is active to reach the desired profitability and market share.
Adaptability
Focusing on the niche market, Panvy Cheese utilizes innovative tools and embraces flexibility to boost its high adaptability.
Financial Position
While launching in the Kansas region, Panvy Cheese has substantial investment and financial stability to supply cheese in the new market.
Health benefits
High health-consciousness is the prime concern of Panvy Cheese to reach the top market by adding calories of 10% lower than its competitors, with a 5% higher nutritional value per serving.
Weaknesses
Financial size
The size of Panvy Cheese is tiny in terms of financial parameters as compared to the competitors. The financial size affects its ability to expand and target new markets.
Technology
Lack of resources, including the latest technologies such as Artificial intelligence and blockchains, affect Panvy performance
Production capacity
The production capacity is limited to around 30,000/annum with the existing facilities, and additional investment would cost around $350,000 investment in machinery
Marketing
No brand awareness and market recognition limits the marketing performance in the initial years
Opportunities
Diversity
Panvy Cheese can expand into diversified products and markets due to the emerging demand for plan-based and dairy cheese.
Innovation
E-procurement and innovation trends further expand the cheese providers’ value, enhancing the opportunity for Panvy Cheese to limit cost and expand its reach.
Digital Marketing
Digital marketing trends and a healthy lifestyle are booming, which encourage people to purchase plant-based cheese. Therefore, Panvy Cheese has scope in the natural and plant-based cheese line.
Environmental Concerns
People are involved in animal welfare and environmental concerns, which encourage them to purchase plant-based cheese.
Threats
Competition
Extreme rivalry with cheese providers in Kansas
Financial sustainability
Surplus and pricing sensitivity among consumers affect the financial sustainability of the cheese brands
Technology Advancement
The cheese-based firms are using advanced technologies, and disruptive technologies with time affect the production capacity.
Positioning
For Panvy cheese, launching the brand in the competitive market is complicated because of the present threats, including consumers’ changing preferences, supply surprise, price sensitivity, advanced technology, and competition (IBIS World report, 2021). Therefore, Panvy Cheese should focus on unique marketing tactics to differentiate the brand from its rivals. For this purpose, Panvy Cheese will adopt a differentiation strategy by offering premium value to the target audience and captivate their attention with healthy cheese choices in Kansas. According to Dubravka, Izabela, and Vuk (2019), a differentiation strategy helps the brand to achieve a competitive position in the market based on the value provided and attained from customers. With the corresponding strategy, the Panvy Cheese marketing team will diversify its offerings into dairy, plant-based, and non-dairy cheese with high quality and taste.
Further, considering consumer insights on notice will support the brand in expanding its scope. However, many competitors such as Heinz failed to consider consumer preferences and reduce their market share and position (Spiller & Belogolova, 2016). Therefore, penetrating the niche market to offer premium taste and quality will target three primary segments, including behavior, tastes, and purchase habits. Moreover, Panvy cheese will integrate product research with product development to attain market insights for implementing the proposed strategies accurately (Moon & Kamakura, 2017). With premium value, Panvy Cheese will offer low-price cheese to meet the price sensitivity and create a distinctive edge among competitors. Besides quality, taste, and prices, another important factor is to provide healthy cheese options without any chemical ingredients, lower processing, and fewer calories than rivals, which urge the demand among the health-conscious people because most of the people prefer to consume healthy products (Rahnama & Rajabpour, 2017). Likewise, Panvy Cheese will use product quality, taste, low-prices, and nutritional benefits to create brand loyalty. Depending on the classified segments, the following position statements are according to the assigned segments to capture the targeted market’s attention.
* Health Consciousness Segmentation. “We are the high quality and low prices cheese provider to fulfill your healthy eating demands with nutritional and diversified alternatives in plant-based, dairy, and non-dairy cheese.”
* Taste Segmentation. “Panvy Cheese values different tastes and price choices to offer you the unique flavors and quality options to enjoy the cheesy meals.”
* Consumption Pattern Segmentation. “Panvy Cheese values its consumers’ emotional and healthy needs for various occasions to improvise their joy with cheese and smiles.”
Market Segmentation
By observing the challenges and macro SWOT analysis of Kansas, Panvy Cheese needs to focus on its opportunities and strengths to target the right segment to attain a hi...