Analysis of Rich's Products in the Organic Food Industry

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The report is based on the analysis of an organization named Rich’s Products which operates
in the organic food based industry. The internal environment of the organization is analysed
with the help of 5 Cs framework and SWOT analysis method. The future market based
opportunities which are offered to the organization in the industry has also been analysed in
the report in detail. The process of segmentation, targeting and positioning has been
implemented in order to suggest an effective customer base to the organization. The
perceptual map has been developed with respect to the consumer market segment in the
organic food industry.

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Table of Contents
Introduction....................................................................................................................3
5 Cs of Rich’s Products..................................................................................................3
SWOT analysis of Rich’s Products................................................................................5
Future market of healthy products of Rich’s Products...................................................6
Segmentation, targeting and positioning of Rich’s Products.........................................8
Marketing research based methods recommended to Rich’s Products........................11
Conclusion....................................................................................................................13
References....................................................................................................................14

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Introduction
Rich’s Products is a family-owned organization which was established in the year
1935. The organization had started its operations in the dairy based industry and had shown
substantial levels of growth after ten years. Robert E. Rich who is the CEO of Rich’s
Products had invented the frozen and non-dairy whipped topping. The expansion based
operations which have been conducted by the organization had been able to play a key role in
the growth of revenues and profitability. The organization had been able to grow with the
help of effective development of products and acquisitions. Rich’s Products had thereby
started making an effective strategic realignment in the year 2011 (Belasco 2014).
The report will be based on the analysis of the ways by which Rich’s Products has
been able to conduct its business related activities in the industry. The internal environment
of the organization will be analysed in the report in detail. Another major part of the analysis
is based on the segmentation, targeting and positioning which has been performed by Rich’s
Products.
5 Cs of Rich’s Products
The marketing based activities which are performed by different organizations are
analysed with the help of proper implementation of the 5 Cs framework. The 5 Cs framework
is mainly based on five different parts of the operations of modern organizations which
include, customers, company, collaborators, context and competitors. These five parts of the
organization are able to provide a detailed picture of the ways by which an organization is
able to operate in the industry. The customers are able to form the most important part of
promotional and marketing related activities that are performed by organizations (Beske,
Land and Seuring 2014).