“Core Strategy & Positioning Service” MKT640-1304C-01 Unit 3 Discussion Board 11/05/2013 Why should you choose Cornucopia for your dog or cat? It’s not only what’s in Cornucopia that makes it the ultimate packaged dog and cat food, it’s what’s not in Cornucopia that makes it stand out against the competition. Premium packaged food is formulated to provide your cat or dog with a meal that is similar in nutrition and composition to how a feline or a canine would feed in the wild. Cornucopia is unequaled with dogs and cats and they will meow and bark over this protein-rich food, which consists of organic chicken, turkey, chicken liver and shrimp. Cornucopia is all natural, all-American, human grade cooked meals for cats and dogs! Cornucopia is cooked fresh and then frozen preservative-free for delivery right to your door from the local supermarket frozen food section! Made from top quality ingredients, Cornucopia is vet-approved because it promotes a healthier immune system in pets than does a diet of most typical brands. This is because Cornucopia uses only humanely-raised, hormone-free, grass-fed beef; real-cheeses and yogurts for calcium; farm-raised catfish for omega 3-6, and a unique blend of pureed vegetables, multivitamins, and herbal supplements. Cornucopia is an all -natural, chemical-free line of premium organic pet food our furry companions. Our goal is to provide eco-friendly feeding solutions using ingredients derived directly from the earth, such as through our biodegradable packaging to our investment in finding the highest-quality and most ecologically friendly raw materials as possible to promote stewardship of the earth, support our communities through awareness, and most importantly provide an unrivaled, premium product for consumers’ pets. Cornucopia’s core strategy involves CES or corporate environmental strategy. CES strategy involves the tools, management programs, processes, and product development choices that allow a firm to pursue competitive advantage through environmental management strategies. Market-based environmentalism has been on the rise in the past decade, suggesting that leading firms based their search for environmental performance improvements on market opportunities, not just on environmental regulation and law. This allows a firm to lessen its environmental liabilities, compliance costs, and product development costs as well as pursue competitive advantage in an organized and reportable fashion. This is an important part of governance systems within the fledging corporation, finding a means to inform the board and key advisors of direction and performance through environmental and public liability reduction efforts. Sustainable value creation has become increasing important to shareholders, the need for reform in how companies position themselves and report to the investment community on the paths they are taking to make their firms more sustainable. The leading change in products will come from a social response product development team, which will attempt to bridge the gap between traditional expectations of performance, safety, and environmental responsibility by creating new products that meet and exceed customer’s assumption of what pet food should be. The most common type of map designed for marketing planning purposes is the perceptual map, and the most usual technique for creating a perceptual map is a discriminant analysis according to Myers (1992). Discriminant analysis recommends using respondent ratings of several different brands, products, services, or companies to describe several attributes associated with those entities to identify which attributes exemplify and differentiate most among all entities rated. The earliest use of perceptual maps in a marketing context was by Johnson in the seventies (Myers, 1992; Rogers, 1971), but the study of positioning products existed decades before. In the early thirties an economist named Hotelling realized that product & service positioning maps are influenced by two sources of competition- spatial location and price (Myers, 1992; Hotelling, 1929). Along with Cornucopia’s campaigns driven toward promoting its product in supermarket chains, the company will be making substantive marketing positioning efforts through online sales, which have increased in the pet food industry by as much as 169% between 2006 and 2011 according to Sell (2012). This is because of new openings in global markets provided by online services and a growing awareness. Demand is strong in Asia-Pacific countries for example, where consumers are becoming more-and-more interested in looking after the health of their pets. Japan, for example, is estimated to be worth 7.6 billion USD annually according to the Euromonitor (Sell, 2012) and is the largest pet food market in Asia. Cornucopia will be keen to take interest and advantage of all statistics related to the positioning of its product and use any procedures recommended while it continues to develop its core and servicing position strategy.
Posted on: Tue, 05 Nov 2013 20:15:06 +0000
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