1. Marketing Analysis Questions David Best Period 4

2. Question 1: Give a clear definition of the marketing function - what does it aim to do? The marketing function of Purely Organic is selling its organic produce including fresh and smoked trout through Farmers' Markets throughout the South West of England. The company's capital includes the initial investment as well as the proceeds from the sale of the owners' house. These are there sources. It aims to supply a large business in this market and become a key player in the supply of organic trout. Its biggest competitor is Trafalgar Fisheries.

3. Question 2: In the light of the definition above, how does market analysis help to meet the aims of the marketing function? By determining what products and goods the people look for and/or use the most, the company lowers the price of their products so its more accessible. Purely Organic studies and demographics and psychographics just as other companies do to make sure their products meets the demands. It usually orders more trout than needed because the left-overs can be refrigerated. They are teaming up with different companies to distribute their product to the southwest

4. Question 3: What would you classify the company's market position to be? Justify your answer. Currently, Purely Organic is one of the leaders in the “smoked trout” market. It is second in place behind Trafalgar Fisheries. The company supplies food for Abel and Cole, an organic food box provider which happens to be one of the most sought after providers in New England.

5. Question 4: What are the key marketing objectives of the company? To build up to produce three-quarters of a ton per week and plan to grow sufficiently fast to supply three tons a week in the near future. Expand their market to supply its organic trout to the Russian market. New product development Overcome competitors

6. Question 5: In your view, does the marketing strategy adopted by the company appear to help them to meet these objectives? In order to do this, Purely Organic tends to rely on word-of-mouth to build their reputation and drive sales in the future It also gains endorsements of its products by key figures. These marketing strategies do help them meet there objectives because they are ranked second in producing smoked trout.

7. Question 6: What are the main market segments the company appears to be aiming at? The Company appears to be aiming at lifestyle, social class, and small employers. It uses Multiple Segment which appeal to a wide range of groups

8. Question 7: What type of market structure does the company operate within - how do you think that might affect their marketing strategies? It operates within a Direct selling market structure. Their strategies will be based on face-to-face transaction and actually developing a relationship with the customer as opposed to just selling their product and having people buy it. This method has proved to be more effective in business actually because it keeps your customers loyal to your business and allows you company to be in business for a longer period of time.

9. Question 8: Try to find out what market share the company has in its market. What are the marketing implications of this information for the company? Its owners expect turnover to grow to £400 000 in the current trading year (2006-07) and then rise to £1 million within five years. Purely Organic currently owns around 25% of the market.

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