Week 3 Assignment
Create the Value: Market Segmentation Analysis and a Value Proposition: Daylesford Organic Farm Concept
By: Margaret Nicholson
Keller Gradate School
Professor: Timothy Schauer
January 25, 2015
1. Brief Description of the Daylesford Organic Farm Concept: Daylesford concept is centered on a working organic farming. The farm was originally established by Carole Bamford. Dayleford has a passion for seasonal, ethical produce that has translated into two London-based farm shops and cafes and seasonal organic, produce sold in Waitrose and other independent stores nationwide. Daylesford has won over 60 national and international awards over the last 3 years for their delicious food, sustainable practices and for their farm shop café (2015, January 25). They have been in business for over 30 years. They company’s slogan is “Straight from our Farm to your Fork” (2015, January 25). Daylesford has five sustainable principals which they run their company by and they are farm organically, source responsibly, package lightly, give back and protect natural resources (2015, January 25). Daylesford’s prices are not particularly cheap, because organic food is more expensive to produce. Customers who want to get healthier and better quality of food will understand the higher prices. Daylesford epitomize the values of organically produced food. Freshness, ethical sensibilities and great flavors characterize the Daylesford offerings and customers wouldn’t hesitate to recommend their farm, café or stores to anyone. They offer a clear demonstration of why organic food is better, not just in terms of ethics but taste. 2. Potential Market segment
The increasing importance of health and the impact that food production has on the environment and consumer food choice is well documented in the literature (Jolly et al.,1989; Jordan and Elnagheeb, 1991) The United States is both a major exporter and importer of agricultural With this the United States is also expanding in the field of organic food. As people want to consume natural and organic food as they are concerned about the exposure to toxins found in non-organic food. Demand for Organic food has been grown by 20 % annually and experts suggest that the industry share for the food market of U.S is expected to grow from about 2 % to 3.5 % by the end of the decade. United States has seen sales for organic food growing since year 2000. Organic food sales generated around 31.32 billion dollars. American farmers have also made transition to organic food production on about 2.3 million acres of land, according to the UDSA's Economic Recourse Service. The purpose of this report is to target the use of organic food in local restaurants. This can be done by introducing organic food recipes in the restaurant's menu. People usually love dining out with friends and family. Choosing the perfect place to dine out can be a difficult task especially if you want to have organic meal. So the idea of incorporating organic food meal in local restaurants can work wonders for people who are health conscious. The next idea is to include the food benefits derived by the consumption from such organic food next to each recipe or by adding supporting websites. Such nutritional information may help people to become aware of the major benefits that organic food has. US population accounts more than 313 million. This population is subdividing into three groups. The Baby Boomers are those who were born during the years followed by World War II which lasts until 1964. Next group is Generation X, they consists of people born from 1965 through 1976. Third is Millennial also known as Generation Y which comprises of people born between 1977 and 2000. Based on the subdivision I would like to target Generation X people. From a marketing standpoint, GenXers tend to research before they indulge in any kind of...
References: Dayford (2015, January 25,). Retrieved from http://daylesford.com/
Jolly, D., Schutz, H., Diez-Knauf, K., & Johal, J. (1989). Organic foods: consumer attitudes and use. Food Technology.
Jordan, J. L., & Elnaghebb, A. H. (1991). Public perception of food safety. Journal of Food Distribution Research
Keen, C. 2006. UF Study: Florida to experience continued growth despite hurricanes. University of Florida News (February 20).
Philip Kotler and Gary Armstrong-Principles of Marketing Fifteenth Edition. http://www.statista.com/topics/1047/organic-food-industry/
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