Deliverable 6 – Influential Marketing Strategy

Competency

Design influential marketing strategy based on consumer behavior insights.

Scenario

You are the marketing manager for Best Fitness. The firm markets athletic footwear, sportswear, and accessories. Best Fitness has a reputation for manufacturing the finest products and is the leader in the industry.

Smart Grocery, an industry leader in healthy, fresh foods and supplements, has approached Best Fitness regarding a potential partnership move into the health food and nutritional supplement market.

Smart Grocery has 12 stores servicing Forest County residents. Sales have grown 18% over the last five years and so has the number of competitors. Smart Grocery offers a selection of Asian, African American, Hispanic foods as well as the traditional grocery store items and the new supplement department. The fresh foods department features both local and national producers. The store has a large bakery department and an assortment of fresh meats and fish. Smart Grocery has been able to increase sales but it is getting tougher each year. A national chain, Stewards Grocery, and 3 regional stores have entered Forest County. The number of online home delivery services with ready to cook meals is increasing. More area restaurants are offering delivery services too. The president of Smart Grocery will be in town to discussion marketing strategies to increase sales and has asked for your recommendations and how Best Fitness can partner with Smart Grocery to increase sales for both entities.

Instructions

In a presentation to your manager and company president, Michael Groza and Theresa Zhara, and Smart Grocery’s marketing manager and president, Brenda Appleton and Robert McTavish, include the following information:

• Explain the influence new grocery store entrants and alternative shopping venues have on consumer behavior.
• Reference how the use of technology continues to shape consumer behavior in the grocery food market.
• Recommend strategies you believe will continue to make Smart Grocery a strong competitor in Forest County.
• Recommend programs that Best Fitness and Smart Grocery can employ to encourage consumers to shop at each partner’s establishment. Include mockups of any promotional ideas and materials to be considered.
• Having a good set of speaker notes for each of your slides helps ensure you cover everything necessary.