Marketing strategy of Florida Department of Citrus

Posted by Zander Henry on Aug-22-2018

1. The vision of Florida Department of Citrus

The vision of Florida Department of Citrus is to be the leading quality service and product provider for customers. Being the best and the leading player means that Florida Department of Citrus marketing strategy and operations focus on:

  • Providing high quality of products and services
  • Providing value to customers
  • Concentrate on building customer experience

2. The mission of Florida Department of Citrus

Florida Department of Citrus marketing strategy is grounded in its mission. The mission for Florida Department of Citrus is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Florida Department of Citrus as it focuses on all operations and marketing activities in the direction of:

  • Consumer centrism
  • Using research to understand and influence consumers

3. Brand Equity of Florida Department of Citrus

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Florida Department of Citrus. The knowledge of brand equity will help in shaping Florida Department of Citrus marketing strategy effectively – thereby facilitating the growth of business for Florida Department of Citrus.

3.1. Brand awareness

  • Florida Department of Citrus has high brand awareness because of international operations
  • The company focuses on higher budget allocation in the country of origin
  • Each market for Florida Department of Citrus has modified marketing and strategic directives and plans

3.2. Brand association

  • Florida Department of Citrus is directly associated with the brand name and product category
  • Florida Department of Citrus has a broad product portfolio
  • Florida Department of Citrus is associated with promising and delivering quality and innovative products
  • Florida Department of Citrus is also associated with excellent customer service

3.3. Brand loyalty

  • Florida Department of Citrus has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
  • Florida Department of Citrus has a global customer base
  • Florida Department of Citrus keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

  • Florida Department of Citrus has a substantial brand value
  • Florida Department of Citrus also enjoys the high financial worth
  • Florida Department of Citrus focuses on building a reliable and robust employee base

3.5. Brand element

  • Florida Department of Citrus uses the brand element as a means of competitive advantage
  • Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Florida Department of Citrus

The situational analysis will help in developing the marketing strategy of Florida Department of Citrus by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Florida Department of Citrus.

4.1. SWOT

4.1.1. Strengths

Florida Department of Citrus marketing strategy can benefit from the following internal advantages:

  • Strong brand image
  • Global distribution network
  • Investment in market research
  • Innovation

4.1.2. Weakness

Florida Department of Citrus faces challenges in marketing strategy because of the following weakness:

  • Slow organizational processes
  • High product prices

4.1.3. Opportunity

Florida Department of Citrus has the following possibilities of business growth:

  • Green lifestyles
  • Regional expansion
  • Diversification

4.1.4. Threats

Florida Department of Citrus faces business threats because of the following factors:

  • Increased competition
  • Increased imitation

4.2. PESTEL

4.2.1. Political

  • Florida Department of Citrus operates I markets with political stability
  • Florida Department of Citrus has funding support from the government for small businesses

4.2.2. Economic

  • Florida Department of Citrus enjoys high sales because of higher GDP
  • Lower interest rates make business expansion and loaning easier for Florida Department of Citrus
  • Low inflation strengthens the financial position of Florida Department of Citrus

4.2.3. Social

  • Higher education and awareness increases sales of Florida Department of Citrus predict
  • Florida Department of Citrus focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

  • Florida Department of Citrus has an active CSR program
  • Florida Department of Citrus ensures environmental safety in all its operations

4.2.5. Legal

  • Florida Department of Citrus is aware of local and global laws of business and human resource management
  • Florida Department of Citrus abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

  • High risk of replacements
  • Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

  • New entrants need high financial investment
  • New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

  • Sales made to end consumer directly
  • Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

  • Multiple suppliers of raw materials
  • Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

  • High industry rivalry
  • Players offer similar products
  • Players compete through marketing to influence consumers

5. Marketing Objectives for Florida Department of Citrus: The Marketing Strategy of Florida Department of Citrus

Florida Department of Citrus marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

  • Increase top of mind recall for Florida Department of Citrus brand and products by 30%
  • Increase sales for Florida Department of Citrus by 40% by the third quarter of the financial year
  • Achieve a trial rate for new products of 10% during the first quarter of the launch
  • Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

  • Increase top of mind recall by 65% during the current fiscal year
  • Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

  • Acquire 25,000 new online customers during the financial year
  • Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
  • Acquire 65,000 likes on the official Facebook page of Florida Department of Citrus during the first quarter of the financial year

5.4. Retail Growth

  • Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
  • Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Florida Department of Citrus

Florida Department of Citrus marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Florida Department of Citrus has consumers of age groups

  • 20-45 years
  • 45-60 years

6.1.2. Gender

  • Florida Department of Citrus has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Florida Department of Citrus, according to the marketing strategy, are in the following various life cycle stages:

  • Single students
  • Single graduates
  • Single people living at home/not living at home
  • Young couples without children
  • Married couples with one to four children – all at home
  • Married couples with one or two children in college
  • Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Florida Department of Citrus consumers:

  • Professionals
  • Students
  • House makers

6.2. Psychographic segmentation

6.2.1. Social class

  • Florida Department of Citrus focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Florida Department of Citrus consumer segments have the following lifestyle characteristics:

  • They aspire towards a better and higher living standard
  • They want to be successful – professionally and socially
  • They are not hesitant to try new things, products and services in life
  • They are confident in their behaviour and attitude
  • They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

  • Florida Department of Citrus has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
  • It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

  • The focus of Florida Department of Citrus remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Florida Department of Citrus, such as:

  • Determined
  • Confident
  • Ambitious
  • Hardworking

6.4.2. Usage frequency

  • The consumer segments for Florida Department of Citrus are regular and frequent users of the product

6.4.3. Benefits sought

  • Consumers seek functional benefits
  • The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

  • Consumers are very loyal
  • Have an emotional attachment with the brand

7. Targeting of Florida Department of Citrus Positioning of Florida Department of Citrus

The marketing strategy of Florida Department of Citrus targets consumer groups based on segmentation as follows:

7.1. Target market

  • The target market for Florida Department of Citrus is from middle to upper class
  • The target market is ambitious and desires to purchase high-end consumer products
  • This target market also seeks affordability
  • To meet target market expectations, the Florida Department of Citrus focuses on quality control

7.2. Mass marketing

  • The marketing strategy of Florida Department of Citrus focuses on mass marketing
  • This also requires unique marketing designs and product promotion programs
  • Florida Department of Citrus makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

  • Florida Department of Citrus does not differentiate between market segments
  • It uses a single marketing strategy to target all segments and consumer groups
  • Based on this, Florida Department of Citrus also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

  • Florida Department of Citrus has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
  • No compromise on quality has been made in the broad product portfolio
  • To ensure the influence of a single marketing strategy, the Florida Department of Citrus has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
  • This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Florida Department of Citrus

The marketing strategy of Florida Department of Citrus stands out from the clutter and competition. Florida Department of Citrus has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Florida Department of Citrus has utilized:

8.1. Cost-effectiveness

  • Florida Department of Citrus focuses on reaching consumers effectively rather than grandeur
  • Florida Department of Citrus focuses on developing an integrated marketing approach
  • The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
  • Florida Department of Citrus has in-house copywriters for marketing campaigns which also helps in controlling costs
  • Florida Department of Citrus also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

  • Florida Department of Citrus has stayed updated with latest developments in marketing research and marketing knowledge
  • Florida Department of Citrus makes use of new and innovative tactics to reach its target consumers
  • Florida Department of Citrus also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
  • Each marketing campaign launched by Florida Department of Citrus is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

  • Florida Department of Citrus marketing strategy is strongly grounded in consumer and market research
  • Florida Department of Citrus makes informed marketing campaigns and goals based on consumers’ behavioural feedback
  • Florida Department of Citrus also incorporates consumer feedback in its marketing strategy
  • Florida Department of Citrus marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

  • Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Florida Department of Citrus
  • In addition to fulfilling functional needs, Florida Department of Citrus also tries to fulfil the emotional and psychological needs of the consumer
  • Florida Department of Citrus tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Florida Department of Citrus

Florida Department of Citrus marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

  • Florida Department of Citrus makes use of intensive distribution strategy because it is mass marketing
  • Florida Department of Citrus’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
  • With the use of the intensive distribution, Florida Department of Citrus tries to maximise its coverage of the markets where it's present
  • For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

  • Florida Department of Citrus uses direct distribution country of origin as well as in locations where it has subsidiary operations
  • The Florida Department of Citrus also makes use of modern retailing channels
  • Also, Florida Department of Citrus makes use of e-commerce and makes a sale through online retailers, as well as through the company website
  • Direct distributions have allowed Florida Department of Citrus to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

  • This strategy is largely used for offshore operations where the Florida Department of Citrus does not have a subsidiary
  • In these offshore locations, Florida Department of Citrus largely works through the export model
  • This makes use of several intermediaries in between, before the product by Florida Department of Citrus reaches the target consumers
  • Intermediaries for Florida Department of Citrus include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

  • For some products of its portfolio which are premium in nature, Florida Department of Citrus makes use of selective distribution channel
  • Florida Department of Citrus has maintained a few outlets in the country of origin, and in selected offshore markets for these products
  • These placements and locations are chosen based on the niche market that Florida Department of Citrus has for its premium products
  • These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Florida Department of Citrus

The industry in which Florida Department of Citrus operates is very responsive to market and consumer trends. Florida Department of Citrus, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

  • Florida Department of Citrus competes with direct and close competition based on quality and price
  • Consumers choose between different companies from the industry based on their functional offering
  • Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
  • Florida Department of Citrus also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

  • Florida Department of Citrus experiences high industry rivalry
  • The barriers to entry for the industry are low, and new entrants gain easy access in the industry
  • The number of local as well as global players is increasing

11. Marketing mix of Florida Department of Citrus

The marketing mix for Florida Department of Citrus as per the marketing strategy is the following:

11.1. Product

  • Florida Department of Citrus has a broad product portfolio
  • Florida Department of Citrus provides mass marketed products for all segments across the market undifferentiated
  • Florida Department of Citrus also provides some selected, premium products to niche customer groups
  • All products in the portfolio consistently maintain high quality
  • All products are tailored to meet consumer specifications, demands and needs across different regional markets
  • The Florida Department of Citrus maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

  • Florida Department of Citrus wants to have a close, emotional and personal relationship with its consumers
  • The company maintains high control in its distribution strategies – especially through direct distribution strategy
  • The company has a presence in leading supermarkets
  • The Florida Department of Citrus also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
  • Florida Department of Citrus also makes use of e-commerce to increase penetration and sales

11.3. Price

  • The Florida Department of Citrus prices its products so that its target consumers can afford it easily
  • Florida Department of Citrus uses relative pricing strategy for its products
  • The price of Florida Department of Citrus’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
  • The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

  • The Florida Department of Citrus has a high budget allocated towards marketing activities
  • The Florida Department of Citrus invests substantially in digital marketing activities to reap high and effective results
  • Use of digital marketing has also allowed Florida Department of Citrus marketing strategy to cap costs and expenses
  • Florida Department of Citrus also takes part in direct consumer engagement through on-ground activities where the company initiates trials
  • Florida Department of Citrus also invests in traditional media channels to reach maximum consumers in the market

11.5. People

  • Florida Department of Citrus has a large workforce across different companies
  • This workforce is continually trained to become experts in their respective fields of operations
  • Florida Department of Citrus hires without discrimination
  • Florida Department of Citrus ensures that its employees remain motivated through building an inspirational and creative organizational culture
  • Florida Department of Citrus focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

  • All activities at Florida Department of Citrus - from raw material procurement to the final sale to the end consumer - undergo systematic processes
  • The processes at Florida Department of Citrus are well defined, and well communicated to all employees
  • All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
  • The systematic processes also ensure a smooth running of operations at the Florida Department of Citrus

11.7. Physical evidence

  • The physical evidence for Florida Department of Citrus includes the company logo, company store designs, and the product packaging
  • Satisfied and excited customers in the retail spaces of Florida Department of Citrus, as well as during product consumption create a bubbling and an inviting atmosphere
  • The e-commerce website for retail by Florida Department of Citrus is also designed with a friendly customer interface to allow maximum interaction with the brand
  • The store designs created by Florida Department of Citrus for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Florida Department of Citrus

12.1. Digital marketing

  • The company uses social media for reaching consumers effectively
  • The Florida Department of Citrus interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
  • The company also shares information and build relationships with consumers through digital marketing
  • Florida Department of Citrus also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

  • The company uses a 360-degree approach in its marketing strategy
  • This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

  • For direct, on-ground engagement, the company uses influencers
  • Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Florida Department of Citrus brand

13. Monitoring and evaluation of the marketing strategy of Florida Department of Citrus

13.1. Changes in sales

  • Florida Department of Citrus regularly tracks its sales to identify the effectiveness of its marketing strategy
  • Increase in sales reflect the success of marketing strategy of Florida Department of Citrus
  • Sometimes, Florida Department of Citrus experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

  • Florida Department of Citrus frequently conducts focus groups and surveys to identify its brand worth
  • These methods also help the company identify brand value, brand recall, and brand recognition
  • Focus groups allow Florida Department of Citrus to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

  • Effectiveness of marketing strategy of Florida Department of Citrus can also be seen through the revenue and profit growth
  • Return on investment allows Florida Department of Citrus to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

  • All marketing objectives set by Florida Department of Citrus are SMART
  • The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
  • Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Florida Department of Citrus

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