Graze was founded in 2008 by a group of friends. The Graze concept is deceptively simple: the company sends customers letter-box-sized, four-portion, healthy snacks boxes tailored to their expressed tastes. While the original core market was office workers, the customer base now encompasses suburban housewives and children, and the original subscription model has been augmented by the online shop and a presence in more than 5000 stores. Graze’s USP is getting people excited about making healthy choices – and that excitement extends beyond the vast, constantly changing, range of snacks on offer. Company has its own factory and an automated supply chain, launching new products within 48 hours (Source: Impact, October 2016). According to the Mintel report (2017) snacking remains popular in the UK, with 93% of adults eating between meals and 63% of those doing so at least once a day.
Former CEO of Graze, Anthony Flecther wanted Graze to be the No 1 healthy snack brand in the world – in 2015/16 Graze expanded into the US market, quite successfully. In June 2020, Joanna Allen has been appointed as the new CEO of Graze. Graze would like to build on their expansion strategy and has taken a decision (assessment scenario) to expand primarily into European markets.
In this context, Graze has recently taken the strategic decision to open its own factory in Germany, given their business model. The company sees this strategic decision as a way of capturing more of the continental European market from well-known, established European savoury snacks (including HW snacks) manufacturers. They have decided to open a new facility in order to have a physical presence in Germany rather than expand their factory in the UK and choose alternative market entry modes.
Given this background, as the Marketing Director (UK & Europe) for Graze, it is your responsibility to explain your company’s marketing strategy to a prospective marketing agency in a 2,500 word document. You will need to include the following details in the brief:
Situation analysis:
External environment
Internal environment
Competitive environment
Objectives (includes purpose)
Consumer Insights
Audience segmentation
Target audience/persona
Tone of voice
Include suggestions of marketing channels to be used in order to educate, engage and convert German consumers to Graze (also consider Graze’s perspectives in terms of their direct relationship with customers), also include your deliverables. Please also include an explanation of why you believe these channels are effective for each stage of the customer journey from awareness through to purchase and advocacy.
You will also need to outline the metrics or KPIs (Key Performance Indicators – must be measurable) that your marketing department will use in order to determine whether the European launch campaign was successful.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO 3 Develop and critically evaluate a competitive marketing strategy, paying special attention to segmentation, targeting, branding, positioning and the marketing mix
Task requirements
Write a 2,500-word brief explaining your company’s marketing strategy and outlining what is needed by the agency in order to target German audience.
This assessment comprises a 2,500 word report (+/- 10%)
Any charts, diagrams, tables and appendices will not be considered part of the 2,500 word count.
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