ENTR550 – You Decide

Market Analysis

 

Scenario

Scenario Summary

 

In this scenario, you are the VP of marketing for a product-based new venture. The firm has recently been formed and has launched its first products. You have been instructed by the founder and CEO, Mr. Joe Johnson, to develop a detailed market analysis for your firm.

 

Your Role/Assignment

 

You are the vice president of marketing for Eco-Friendly Nursery, a small, newly formed nursery that specializes in raising and selling environmentally friendly plants and flowers to flower shops locally, as well as to walk-in customers. Using only organic pesticides and environmentally friendly procedures, your company prides itself on the way its green methods are changing the way nurseries are run throughout the area and eventually the world. You have been asked by Mr. Johnson, owner of Eco-Friendly Nursery, to research and write a marketing analysis for your company and industry.

 

Activity

 

For this assignment, you will draft a two- to three-page market analysis report that will be given to Mr. Johnson, founder and CEO of Eco-Friendly Nursery. This analysis should draw upon the material given in this course in addition to any outside research that you need to conduct in order to complete the report.

 

Be sure to listen closely to Mr. Johnson and Ms. Samantha Smith, chief horticulturist and champion of this eco-friendly nursery, because they will give you clues on the type of information they want in this market analysis.

 

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KEY PLAYERS

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Mr. Joe Johnson, founder and owner of Eco-Friendly Nursery 

 

Hi, 

 

Thanks for joining us for this meeting. Ms. Samantha Smith, our chief horticulturist, will talk with you in a minute about our product. But for now, I want to talk about the current need. 

 

You have only been with the company for a few weeks, but you have a critical role to perform. As our VP of marketing, your first job is to create a detailed market analysis. This analysis should be about two to three pages. Please turn this in to me by the end of the week. 

 

The goal of this report is to understand the attractiveness of the nursery market. In doing this, we then can develop a comprehensive plan to exploit this market and position our products. This report should include market trends, market growth rate, market profitability, industry cost structure, distribution channels, and key success factors. 

 

Be sure to do solid research and cite your sources. I am off to another meeting; please talk with Samantha about our product and market preferences.

Businesswoman 1

Ms. Samantha Smith, chief horticulturist 

 

Thank you, Joe. Have a good day! 

 

Hello and welcome to our start-up company. As Mr. Johnson stated, I am Samantha Smith, and I have engineered a new way to raise plants and flowers at Eco-Friendly Nursery. As you know, organizations in the world should take care to promote environmentally friendly practices. In our efforts to do this, we would like our customers to know that our process is different from most of the competitors, because we strive to protect the local environment. 

 

We utilize integrated pest management, spot spray as needed, and are always looking for ways to replace chemicals in the process. We utilize solar power to run our pumps and recycle and reuse water. Our container pots are 100% recycled material. In general, our goal is to reduce our carbon footprint while raising healthy and vibrant plants. 

 

We have retail and wholesale distribution. Our retail stores are located right on our farming property and account for about 20% of our sales. As such, 80% of our sales are to local flower shops, box stores, and local nurseries. 

 

I know you have much work to do, but I wanted to share our story. We want to be the biggest and best eco-friendly nursery in the business, and we are always researching new ways to improve our green technologies. The ultimate goal is to have our name be synonymous with quality, organic, and environmentally friendly practices. 

 

I look forward to reading your analysis. Have a great day!