A RESPONSE FROM CONGLOM FOODS

A Response from Conglom Foods

A Response from Conglom Foods

When a company's leadership plans for the future, it must take into account environmental factors. Conglom Foods is in dire need of evaluating its current position and adjust to the growing situation of what the consumer wants. Sluggish sales of the past few quarters reflect a much larger issue. The market that the company once dominated in the school industry has declined and the more health conscious consumer has emerged. With this in mind, Conglom Foods is here today to evaluate these environmental factors and determine what needs to be done to adjust them.

Every business has external peers that perform similar functions within their professional discipline. These peers are considered competitors and they are rival producers of goods or services (Neblett). Competition in the school market, like any other market, can determine if a product will sale. The need to gain the advantage in the consumers mind is the main goal. Offering the customer a selection between competitors is good from a market perspective. This gives consumers choices and provides the businesses the opportunity to create a position. Over the past few decades there has been an introduction of larger school companies buying up smaller independent firms. With this, these businesses have the means and prospect to create more products and make sales at a lower price (Armstrong et al, 2005).

This leads me to some of the measures Conglom Foods can take to get back on track. First, a healthy alternative to the mixes we already offer would be made. According to School Marketing Corporation, every man, woman and child in the United States ingests 192 gallons of liquid a year (Product Variety: What America's Drinking). Keeping this in mind, the school market is a highly profitable opportunity that has not yet been capitalized on. Conglom is now presented with the decision of how the company is going to play a role in the “new” school marketBy opting to target tweens Conglom can expand the platform for the new product line of Action-Cal, a milk based product. Tweens are kids who aspire to be like teens. They exhibit increasingly sophisticated tastes and require a highly experienced approach from marketers. Tweens reject marketing messages that seem childish but tune out ads that are over their heads. The typical tween lives a multi-tasking life in a media-saturated environment and can be difficult to reach with traditional marketing approaches. Providing a product that can be healthy and cool is a stretch in marketing. However, offering a product that will appeal with hip advertising and can give nutritional value is a win situation with this targeted market (Armstrong et al, 2005).

Conglom Foods has implemented an enhanced focus on the next-generation schools. With the introduction of Action-Cal, a new product, it contains 50% more protein and 50% less fat than whole milk. Combining all the goodness of Mother Nature's perfect food marketed with a unique, fun and edgy brand ...