Mktg 522 Week 3 Assignment

1. Brief Description of the Daylesford Organic Farm Concept: Daylesford concept is centered on a working organic farming. The farm was originally established by Carole Bamford. Dayleford has a passion for seasonal, ethical produce that has translated into two London-based farm shops and cafes and seasonal organic, produce sold in Waitrose and other independent stores nationwide. Daylesford has won over 60 national and international awards over the last 3 years for their delicious food, sustainable practices and for their farm shop café (2015, January 25). They have been in business for over 30 years. They company’s slogan is “Straight from our Farm to your Fork” (2015, January 25). Daylesford has five sustainable principals which they run their company by and they are farm organically, source responsibly, package lightly, give back and protect natural resources (2015, January 25). Daylesford’s prices are not particularly cheap, because organic food is more expensive to produce. Customers who want to get healthier and better quality of food will understand the higher prices. Daylesford epitomize the values of organically produced food. Freshness, ethical sensibilities and great flavors characterize the Daylesford offerings and customers wouldn’t hesitate to recommend their farm, café or stores to anyone. They offer a clear demonstration of why organic food is better, not just in terms of ethics but taste. 2. Potential Market segment The increasing importance of health and the impact that food production has on the environment and consumer food choice is well documented in the literature (Jolly et al.,1989; Jordan and Elnagheeb, 1991) The United States is both a major exporter and importer of agricultural With this the United States is also expanding in the field of organic food. As people want to consume natural and organic food as they are concerned about the exposure to toxins found in non-organic food. Demand for Organic food has been grown by 20 % annually and

nationwide. They company’s slogan is “Naturally is Heavenly”. Divine’s prices are not particularly high but they are not cheap either. They are right about the middle area however, because of the production of the oils. The oils are purest of oils that can be very costly because it may require several hundred pounds, or even several thousand pounds of plant material to extract one pound of pure essential oil. Because the vast majority of all oils produced in the world today are used by the perfume industry, the oils are being purchased for their aromatic qualities only. High pressure, high temperatures, rapid processing and the use of chemical solvents are often employed during the distillation process so that a greater quantity of oil can be produced at a faster rate. These oils may smell just as good and cost much less, but will lack most, if not all, of the chemical constituents necessary to produce the expected therapeutic results. No matter how hard you work to keep your children healthy, they’re going to experience sickness from time to time. It’s no fun and it can be discouraging when it happens, but it’s going to happen. How you

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