i need help to unplagarise my essay, it's already been prepared but is similar to my friends because we did it together, so if someone can rewrite using the same data, and make it look different! 

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Nest’s Fresh Eggs Marketing Plan

Name

Student ID

Section: 3

Due Date: Feb 24, 2020

Current Market Situation

The Market Situation

1970: Egg production in the U.S was big business back then. Everything in the business was done at a single location to enhance efficiency and reduce costs. In these times consumers bought from caged-egg businesses, while trends in consumption were to be seasonal (higher during the winter season).

1980: Due to growing concerns about health issues, different eggs were produced that had better health benefits which received great demand. Hens that fed on Organic feed also helped increase demand.

1990: Animal rights welfare asked to stop the inhumane treatment of hens kept in cages, prompting to a switch to cage-free eggs as animal welfare became a concern. Consumers were buying these eggs at three hundred % more than regular priced eggs. Currently, consumers demand for these is still increasing, as these eggs make the market grow and amount to 5% of the American market.

The Product Situation

Nest Fresh Eggs is based in Denver, Colorado with 24 employees at present and Cyd as the founder.

1991: Nest Fresh was about $68000 in debt when it opened. Within the first year $162,000 per week was being projected, thanks to Cyd’s hard work, sales of cage-free eggs went from 50 cases of eggs a week to 450 cases. Nest Fresh Eggs became the first to sell its cage-free eggs in its regional supermarkets.

In 2003 $5.6 million sales had been projected. However, in 2004, sales dropped by $300,000 due to the loss of its largest customer Wild Oats who represented $1.2 million of Nest Fresh’s business which dropped sales to 5.3 million per annum.

2005: Nest’s was producing 300 to 350 cases of eggs everyday, where they charged $2.29 per dozen with 30 eggs in a case earning around $21,248 to $23,282 daily.

The Competitive Situation

Nest Fresh is now competing against major caged-egg producers of several million dollars joining the cage-free market. The competitors’ objective is to achieve greater profit margins by extending their product line by selling cage-free eggs through their existing and well-established distribution channels at lower prices than cage-free producers. The big three producers were Moark, Rose Acre and Cal-Maine foods who had more than 63 million hens between them compared to Nest Fresh's 300,000 hens producing. They could afford to lower their prices because their egg production was very cost-efficient, which would undermine cage-free producers who could not afford to do so. Action had to be taken, so Cyd exposed information about the real inhumane treatment of hens of the caged-egg producers to consumers thus being able to tip the competitive advantage in Cyd’s businesses’ side.

Opportunities and Issues Analysis

Opportunities and Threats

Nest Fresh faces a threat in the form of an animal care certified (ACC) programme that allowed hens to live in extra-legroom battery cages. This caused the ACC seal to be carried by 80 per cent of egg cartons in the U.S. Another threat is that caged-egg producers were stealing consumers from Nest Fresh and thus causing financial damage to the business. The third threat is that Moark went into direct competition in the cage-free market despite their agreement not to. To combat this ACC, Nest Fresh saw an opportunity and formed a coalition with cage-free-only farmers, promising to promote and sell their products among themselves. They also partnered with the Humane Society to develop guidelines and processes for certifying cage-free producers and operations to educate and inform customers that their eggs are 100% cage-free. Another opportunity is that Nest Fresh could add and sell new products using cracked eggs, and increase their profitability by producing barn eggs instead of cage-free eggs while providing their hens with humane treatment.

Strengths and Weaknesses

Nest Fresh's strengths are, firstly, Nest Fresh eggs have great health benefits such as low cholesterol content and high omega-3 fats and vitamins content. Also the company has a fixed price and arrangement focused on the egg size so there prices are not unpredictable and do not fluctuate. While the weaknesses are, the business do not have a future vision nor does it have a future plan for growth and the eggs are very expensive, and they can only be bought by a limited number of consumers.

Issues Analysis

There are mainly two notable Issues that need instant attention:

1. Nest Fresh does not take advantage of putting its logo on products made by its breakers which decreases their chances of earning extra profit. The quantity of leaking eggs is also high and there may be a need of disposing some of the product.

2. It does not have enough staff. At the same time, there are only two jobs running the production facility or serving as delivery drivers.

Financial and Marketing Objectives

The marketing objective is to maintain the sale of 350 cases of eggs per day as it will start selling barn eggs. While, Nest Fresh financial goal is to have sales revenue of the barn free eggs at least $20,000 a day.

Marketing Strategy

Identification of target markets

The Company aims to provide the middle class citizens with eggs that have good helth benefits but at a lower price. Market would be the Middle class people. It will also sell additional products such cakes, chocolates, dairy etc. targeting all ages.

Product Positioning

Nest Fresh will have the best quality eggs because of their brand for its eggs and follows animal welfare rights.

Price

The company can have charges for two varieties of consumers: low but competitive fees for middle-profits earners, and high charges for high-income earners. This can help resolve the hassle of purchaser segregation that the premium charge of cage-free eggs had on the overall patron of eggs, permitting people like middle-income earners to also experience the health advantages they used to overlook out.

Advertising

Nest Fresh can use its website to promote these barn eggs declaring the similarities among them and cage-loose eggs, how animal welfare has no longer been forgotten-that although the hens are in dense cages, they may be still handled the same manner as before. For any questions clients might also have about those barn eggs and animal welfare the website can also be available. There is probably a quick clip that shows egg manufacturing and techniques for Nest Fresh. Cyd can also use TV commercials to further its new egg style.

Cyd's previous techniques of marketing to move to stores worked personally but it took her corporation a long term to get noticed.

Sales promotion

Since clients save more at some point of the winter excursion season, Nest Fresh can have vacation promotions where they offer slight reductions on their eggs and other products and use the topic of the vacation to promote them. This can increase sales and earnings for the business. Nest Fresh also can provide loyalty points with every consumer buy of cartons of eggs and use their factors to get cash off of Nest Fresh’s future egg or other comparable purchases of its products along with its cake mixes and so forth. This builds a more potent consumer base and provides better consumer pleasure and loyalty that maintains them coming back.

Research and Development

The corporation can hold diverse discussions with Europe's egg farmers on the manufacturing of barn eggs and some other additional procedures that Nest Fresh may also need to ensure that hens are properly treated in such denser cages to maintain the credibility of Nest Fresh's prioritizing animal welfare.

Market Research

Customer remarks chats and queries may be answered thru their internet site to look what they have to say about their modern-day and destiny egg customers or what they consider their new operations. Cyd also can offer clients who buy their products, questionnaires to look how they prefer their products.

Implementation

Cyd have to enlist a Human Resource administrator due to the fact she does not have one. Also, she need to procure complete time representatives and unique employees (drivers) explicitly for conveyance functions with the aim that the creation people can give attention to turning in eggs hence enhancing ebb and flow effectiveness. She should have a dream recognised to all employees with the goal that they know the overall objective and set specializes in as a way to empower Cyd to perform those objectives.

Tracy Fields, the bookkeeper, must assure that there are sufficient property for Nest Fresh's tasks to head easily, for example, the vegetable feed for the hens.

There ought to be cautious treatment of the eggs while they may be being prepared to assure there are much less spilling eggs than formerly and that is how Nest’ cage-unfastened Eggs will have a sustainable and possible shiny future.

Control

Cyd must prepare monthly reports of the progress of her business. A minimal of $20,000 must be earned daily, deliver or a take a few cents and dollars. Any extreme deviations which includes a $5000-$10,000 from sales have to alarm Cyd and corrective actions have to be taken which include compensation to consumers for any faulty eggs through giving free or discounted products.