The Consumer And Business Market Scenario

The Consumer And Business Marketscenario Marketingas The Marketing Man

The assignment involves selecting a franchise company—either Edible Arrangements®, Cartridge World®, or Liberty Tax Service®—and performing a comprehensive marketing analysis. The task requires analyzing market trends, examining competitors, exploring ways to improve products and services, and identifying target markets with strategic communication plans.

Part 1 asks for a brief overview: the chosen company's name, headquarters location, and mission statement. Additionally, it involves an analysis of how an existing advertising campaign could potentially create issues for the product.

Part 2 requires developing a detailed 3–5 page marketing strategy plan. This includes setting SMART objectives, defining customer targets and competitor analysis, articulating the value proposition, and describing the 4 P's (Product, Price, Place, Promotion) for both consumer and business markets. The section on competitive advantage should identify which advantage is used—cost, price, quality, differentiation, perceived quality, or brand—and explain why this is perceived as an advantage. The product’s position within the Product Life Cycle should be discussed, along with strategies to influence its stage progression.

Furthermore, the plan should detail how to increase purchases from current consumers and business clients, and all must be properly formatted in APA style with at least three credible references.

Paper For Above instruction

For this analysis, I have selected Edible Arrangements® as the focus company. Headquartered in Farmingdale, New York, Edible Arrangements® specializes in creating fresh fruit arrangements and gourmet chocolate-dipped fruits. The company's mission statement emphasizes delivering delicious, innovative fruit arrangements designed to enhance celebrations and convey special occasions with fresh, healthy options. An existing advertising campaign focused heavily on the emotional appeal of sharing memorable moments through their products. While this approach effectively emphasizes the emotional connection, it may also potentially lead to over-saturation or diminish the perceived uniqueness of the product if not carefully managed, risking consumer fatigue or brand dilution.

In preparing for strategic marketing planning, my goals are to increase market penetration and customer loyalty while expanding both consumer and B2B segments. These objectives will be refined using SMART criteria to ensure they are Specific, Measurable, Achievable, Relevant, and Time-bound. For example, increasing overall sales by 15% within the next year through targeted marketing campaigns and partnership development would be a clear SMART goal.

The 3 C’s of marketing—Customer Targets, Competitors, and Customer Value Proposition—are vital in designing an effective strategy. For customer targets, I focus on two primary segments: individual consumers celebrating personal milestones (birthdays, anniversaries) and corporate clients seeking gifts for employees or clients. The consumer target primarily comprises busy professionals aged 25-45, who value convenience and presentation, while corporate clients may include HR and marketing managers looking for reliable, premium gift options.

Competitors to Edible Arrangements® include local florists and confectionery gift providers like 1-800-Flowers® and local fruit gift shops. Each competitor offers similar products but with different emphasis—such as floral arrangements or chocolates—posing a challenge in differentiating Edible Arrangements’ unique fruit-based offerings. The value proposition centers on freshness, health benefits, customization, and the ability to deliver unique, aesthetically pleasing gifts that stand out compared to traditional floral or gift baskets. Customers purchase for quality, novelty, and the emotional significance of sharing healthy, beautiful gifts.

The marketing mix for the consumer market involves tailored strategies for each of the 4 P’s: The product's unique selling point is its visually appealing, customizable fruit arrangements and chocolate-dipped options. Pricing needs to reflect premium quality but remain competitive—perhaps leveraging tiered pricing models. Distribution channels include online ordering with delivery options and partnerships with local retail outlets in strategic markets. Promotion strategies focus on social media campaigns, holiday promotions, and referral incentives to increase brand awareness and engagement.

In contrast, the B2B marketing approach considers the product’s value as a corporate gift or promotional item. The product remains similar but emphasizes bulk discounts and customizable branding elements. Pricing strategies should incorporate volume discounts and contractual agreements. Distribution involves direct sales teams and online portals tailored for business clients, while promotional efforts leverage corporate networking events, trade shows, and personalized outreach.

One key competitive advantage is differentiation—Edible Arrangements® offers products that combine aesthetic appeal with health-conscious ingredients, positioning itself as a premium, innovative gift provider. This differentiation helps justify premium pricing and build brand loyalty. Additionally, their perceived quality, driven by fresh ingredients and presentation, reinforces their market position and enables competitive advantage over lower-quality or less innovative competitors.

Regarding the product life cycle, Edible Arrangements® is currently in the maturity stage, characterized by a broad customer base and high brand recognition. To extend the product’s life cycle, the company could innovate by introducing new product lines—such as themed holiday arrangements or health-focused options—or expand into new markets geographically. Investing in digital engagement and personalized marketing can also invigorate interest and encourage repeat purchases.

To increase purchases among current consumers, strategies could include loyalty programs, targeted email marketing, and seasonal promotional campaigns that emphasize new products or limited-time offers. For B2B clients, providing exclusive corporate packages, personalized service, and relationship management can motivate increased order volume and repeat business.

In conclusion, Edible Arrangements® can leverage its unique value proposition and differentiation strategy to enhance market penetration and brand loyalty. By carefully managing their advertising campaigns to avoid over-saturation and continuously innovating product offerings, the company can sustain growth across both its consumer and business segments. Effective application of the marketing mix, aligned with clear SMART objectives, can position Edible Arrangements® for ongoing success in a competitive marketplace.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Armstrong, G., & Cunningham, M. (2018). Principles of Marketing (8th ed.). Pearson.
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• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• David, F. R. (2017). Strategic Management: Concepts and Cases. Pearson.
• Wood, M. B. (2019). Strategic Marketing Theory and Practice. Routledge.
• Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (8th ed.). McGraw-Hill Education.
• Levitt, T. (1980). Marketing Success through Differentiation—of Anything. Harvard Business Review, 58(1), 83-91.
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• Kim, W. C., & Mauborgne, R. (2015). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press.