Marketing Product Launch

Product Launch

University of Phoenix

Marketing MKT/571

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Product Launch Week Two

Kudler Fine Foods (KFF) is a small gourmet foods company in the state of California that is looking to expand in to new markets. KFF built a concept of quality in gourmet foods and distributes directly to consumers. KFF has excellent resources to supply their current areas of service with fine food options; however, the owner is looking to expand into a new market, featuring children and young adults as the primary target. Kathy's concern with growing obesity rates with children and the lack of good nutrition options for families on the go compels her to find a solution.

Currently, parents have to spend a great deal of prep time to prepare fruits and vegetables, which many working families do not have time to do.

Picture of Hitpoints

English: Three Californians participating in a thr...

Figure 1

Instead, parents reach for processed snacks or other options, which provide some nutrients but not enough to be a healthy choice. Kathy, will enter the new market after looking at market needs and potential growth areas, a SWOT analysis of current issues, an analysis of competition in the market, defining the product desired based on current trends, and then identifying a new product and justifying the new product to the company.

Market Needs and Growth Potential

With the proliferation of health bars on the market from companies like Clif, Gnu Foods, and Luna (Galt, 2010, p. 1), KFF needs to set itself apart from the competition when it enters the health bar market. Market growth for a gourmet health bar is with children. With childhood obesity rates up and families on the go, a healthy gourmet granola bar...