Company Introduction, Market Segmentation, and Product Positioning

Company Introduction, Market Segmentation, and Product Positioning

Introduction about company

Company background

XYZ Company is a brand name in the spices and beverage industry in the United States. XYZ Company was established in the year 2003. Since then the company is offering its innovative products in its specific industries. The company is enjoying its leading and competitive position among the competitors in the spices and beverage industries. Initially the company started its business in the beverage category then, later on, it stepped in the spices category. There are different kinds of beverage, spices and herbs that the company is manufacturing and selling in the local market of the United States. XYZ Company is having competitive position among other spice and beverage companies by offering products and services that are required by the customers in the market. The company is continuously attaining higher level of sales and profitability margins by offering innovative products.

Strategic mission statement of company

The mission statement of the XYZ Company is as follows.

“To provide quality and innovative products and to exceed the customer expectations by offering superior customer services”

Since the establishment of the company, it is its mission to have continuous product developments so that it can offer innovative and a range of product to its customers. It is also the mission of the company to expand its business in the international market by targeting the potential audience.

Determination and decision upon foreign market for the product and service

As already the XYZ Company is offering its beverages and spices products successfully in the market of the United States, now the company has decided to expand its business of spices in the foreign market. Among the foreign markets, the XYZ Company has determined by conducting research that the market of United Kingdom has the great potential audience for the spices. In United Kingdom, there is also a huge population that belongs to other regions of the world. Many of the people are from the Asian and Middle East countries that use a great variety of spices in their foods. Various scientific and medical research studies have also shown that many spices are good for health and based on these scientific medical researches the doctors are increasingly prescribing the use of various essential spices and herbs. The use of many spices has increased among the people of United Kingdom. People are making the use of spices from the health perspectives as well as to enhance the tastes of their foods. The range of spices that are offered by the XYZ Company include red chilli, pepper mint powder, black pepper cardamom powder, ginger powder, garlic powder, mixed spices for gravy etc.The market research for the spices category of the XYZ Company has shown that the spices have the great opportunity in the UK industry because at present there are few companies that are operating in the spices category. Therefore, the XYZ Company has decided to offer its spices products in the UK by targeting potential customers in the ...