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Essay / Research Paper Abstract
A 12 page paper providing a marketing plan for the launch of a high-end chocolate bar and cookies made from the same type of chocolate. The paper assesses the current situation, the marketing mix for the new line and the risk associated with the effort. Includes a short consumer survey. Bibliography lists 5 sources.
Page Count:
12 pages (~225 words per page)
File: CC6_KSmktgChocBars.rtf
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Unformatted sample text from the term paper:
Sweetwater Sweets is a confectioner establishment that has been in business for 26 years. Its present owners have reached retirement age and wish to dispose of the store.
It carries a reputation of being dependable, reliable and offering midrange candies that are midway on a continuum between luxury designer chocolates and packaged mass-produced goods. The current owners
have maintained the business in a manner consistent with sound and standard practices, but have not taken advantage of new technologies and distribution methods available to them.
We wish to take Sweetwater Sweets through its next generation of existence continuing the sound practices on which the business has been built, while also taking
advantage of new methods now available. Our first project will be the launch of a private label chocolate bar; alternative companion products include two varieties of gourmet cookies. Situation
Analysis Sweetwater Sweets currently occupies only a small portion of the specialty food market. The single existing store has annual sales between
$40,000 and $60,000; our first-level goal will be to increase sales to the $80,000 to $100,000 range. Analysis of the current market (see Market Analysis, below) indicates that this
is a quite conservative goal and may be one that we surpass merely by default after launching the most basic of marketing initiatives.
There are several establishments in the local area that provide some level of competition for Sweetwater Sweets. Centerville Chocolatier, Randy Young Chocolates, Dayton Nut and Kilwans offer close competition
in product. Of the four, one is questionable in quality and another is relatively new without an established customer base. Kilwans does some chocolate but specializes in hard
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