Smith's Home Foods: Bringing Home the Bacon!

Smith's Home Foods: Bringing Home The Bacon!

1.- Outline Smith's Home Foods' Marketing Strategy. What is Smith's Home foods really selling?

A)In order to know the marketing strategy of Smith's Home Foods, I will analyze how he targets the market, his customer group, the positioning they have chosen, the products that they offer and the services given along with promotional strategies used.

First, Smith's targets the people who has upper-middle income, since a buyer to enjoy the packages of Smith's Home foods, needs to have a freezer; and if he doesn't he could buy it from the Smith's. These people to enjoy the services, Smith's has offered them packages of all sizes starting from 655$ reaching to 1532$.

These prices of the packages are included with taxes and finance charges but the variable cost of delivery which is 30$ is excluded. And also Smith provides facilities to its loyal customers through the Fair Finance Company Of Akron, Ohio.

2nd the distribution strategy that they used is storing their products in the Smith's Country Hams warehousing and cold storage facilities. They have a one-ton pick-up truck that is equipped with a freezer box to make the delivery to their customers. However, the deliveries are done by the two best employees and salespeople of Smith's Home Foods. They make the deliveries in person and put all the product with their own hands into the customers' freezers.

Coming to the promotional strategy that Smith has followed is by having full-time salespersons. These salespersons are trained very well to talk to their customers, and are provided with equipment needed to create the awareness into the customer's mind. Each salesperson, whenever he makes a call, he should meet up with the customer and when he does so, he must spend almost 2 hours talking to him or explaining him about the services offered at Smith's Home foods, the facilities given and so on; and to be able to do that, each salesperson has a three-ring binder that contains all the information needed for a sales presentation. This book contains 12 pages of beef & Pork product pictures.6 pages of fish product pictures, 3 pages of vegetables and fruits product pictures, and 1 page of dessert pictures. The rest of the pages include information about the freezers if one wants to buy and the rest are information about the costs and mode of payments and etc…

As well, in the promotional strategy plan, they used the mass-selling technique where they relied on posting an advertisement in a local newspaper and giving away 10$ coupons to the local Welcome Wagon.

Finally, in terms of Smith's competitive area, Smith's Home Foods actually never had a competitor nearby, because another large, well-established company called Southern Foods of Greensboro NC, and they operate in North Carolina and some other states and they don't target the Ashton Area.

And the thing that also helped, Smith's Home Foods is the existence of Smith's country hams because that existence helped them to sell for lower prices because no intermediary is needed.

B) Smith's Home Foods is not trying to sell meat but they're only trying to sell the service that they offer. Because Smith's Home Foods' goal is to provide the families of Ashton with packages of fresh meats and vegetables at good prices. They also think that its relieving to customers because they don't have to go to the market each time they need something, in fact they could just simply order the package that suits them the best and will be enough for them for the time needed.

2.- What problems, if any, do you see with each elements of the strategy?

Each