Project : Developing a Strategic Plan
Client : Food Trade Association and Foundation
Situation : The trade association’s Board of Directors select key issues facing industry for short and long term. Staff had the challenge of providing recommendations for a strategic plan addressing these critical issues for the long term success of the industry.

Marketing Concepts, Inc. Solution : Marketing Concepts, Inc. conducted an extensive market research project with the Board of Directors, representing CEOs and presidents of over 50 leading food manufacturers. The research was conducted to best understand individual perceptions and corporate needs as well as gain input on predictions for the industry. Research was performed through a series of qualitative interviews addressing a wide range of industry topics and issues critical to the success of the industry. The questions were open ended which allowed for additional input within each subject area. This was coupled with Marketing Concepts, Inc.’s understanding of the trends of the food industry.

Results : Through market research, the feedback received, and industry knowledge, the information was amassed and areas critical for the industry were provided to the client. With this information a Strategic Direction Plan was created for the trade group addressing issues for both the short and long term. Through this plan, a roadmap was created to address issues most pressing and membership was provided with the resources that best allowed for a positive return of investment from dues and membership fees paid.