Implementation Evaluation Control

I have asked many people how they would feel about trying biltong. Many people gave me very positive feedback. Most of the people that i talked to said that they have never heard of biltong but that they were extremely interested in trying it. I think that with the right planning and marketing, biltong can become a great product with a huge potential market.

Price

The price should be no more than six dollars for a ten ounce bag of biltong, which gives the customer plenty of meat for a very reasonable price. "Price is the amount of money customers must pay to obtain the product. Ford calculates suggested retail prices that its dealers might charge for each Escape. But Ford dealers rarely charge the full sticker price." This quote shows that the price recommended by the manufacturer may not always be the right price, six dollars for a bag of biltong may seem like a steal in a luxury bar but it may seem like a total rip off in a dive bar. Traditionally, biltong is just dried, salted meat, which allows me to keep the ingredient cost very low because it does not require very many ingredients to be made. Biltong can also be stored for a long time and has a very long shelf life since the food was originally invented as a method of keeping meat from going bad.

Promotion

Promotion can be done in a number of ways. Billboards can be a very effective way to promote a product if the location is right. Thousands of cars will see the billboard every day when they drive by. Signs can also be given to the bars that carry Phileas Fogg biltong to help advertise to the customers in the bar. The signs will advertise a tasty snack that anyone can enjoy for a very modest price. The most powerful tool to promote a product the is the internet. Ads can be placed on almost any website for very cheap and they can be custom tailored to the exact demographic that would be ideal for this product. The internet can be used to reach out to many potential customers around the world who would not have access to Phileas Fogg snacks otherwise. "Many companies follow the selling concept, which holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort." With the right promotion this product can reach customers in every corner of the world.

Distribution

This product is very easy to distribute. It has an extremely long shelf life because it is salted and dried meat in a vacuum sealed bag. Refrigerated transport would not be needed because the biltong will stay fresh at room temperature. Since the shelf life is long it can easily be transported around the world without the worry of it becoming expired before it reaches it's destination. "Computer maker Lenovo dominates the highly competitive, price-sensitive Chinese PC market through low labor costs, high production efficiency, and mass distribution" This quote shows that a good product can be mass distributed to effectively reach millions of people around the world.

Product

I feel that there is a very good demand for this product. There is not a very big market for bar snacks that is already established, which means that there is plenty of room to grow. I feel that this product would do best in bars that are towards the middle of the spectrum, it may be too expensive for dive bars and the product may not appeal to customers of luxury bars. It would do the best in average, working class bars since the customers would have enough expendable income to afford the product, but they would not feel that the product is below them. "The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features." This product will do much better for a lower price than for a higher price because people will feel like they are getting more for their money.

Target Marketing Strategy

The target market for this product is adults between the ages of 21 and 35. Many people within this age range tend to be single and a lot of them may frequent local bars. This makes the 21 to 35 age range perfect for this snack. People can buy this snack to share with a friend or significant other while sitting at the bar. This snack is very easy to share and it can be a great conversation starter. "The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do." 

SWOT Analysis

"The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities."

The main strength of this product comes from the fact that no other company is mass producing this food. Although many companies make beef jerky, no other company produces this style of jerky on a large scale. The biggest weakness of this product is that since no other companies mass produce this product, the demand for it is not very high. This product offers many opportunities because it is an untapped market. Since no other company produces this style of jerky, the growth has the potential to be huge. The biggest threat to this product is large beef jerky companies, such as Jack Links, that produce jerky on a huge scale. Many people may want to stick with what they know instead of trying weird, foreign jerky, if they have a choice.