M ARKET A NALYSIS Purely Organic

M ARKETING F UNCTION : Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. [1] It generates the strategy that underlies sales techniques, business communication, and business developments. [2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. [2]market researchsellingproductsservices customersadvertisingsales [1] [2]customer relationships [2] Purely Organic focuses on selling fresh and organic food. They sell in the UK and are expanding into Russia.

C OMPANY ’ S M ARKET P OSITION Purely Organic is a Market Follower.They follow the lead of the market leader. It’s not that big of a company, so they follow the more dominant company.

K EY M ARKETING O BJECTIVES Purely Organic ‘s objectives are- Product Focus, Market Share, Development, and Strong demand.

M ARKET S EGMENTS Class 4- Small employers, self employed Skilled manual workers

M AIN M ARKETING S EGMENTS Single Segment- with specialized products such as fresh organic prouduct

M ARKET S TRUCTURE Pricing Strategy-Purely Organic was set up with initial capital of £4000. However, the expansion into high street retailing failed and Purely Organic's business debt grew to an unsustainable level. The owners were forced to sell their own home in order to keep the company solvent. Tony and Eleanor moved into rented accommodation nearby. So the company's capital includes the initial investment as well as the proceeds from the sale of the owners' house. This experience led them to believe that when they next expanded Purely Organic it should be on a debt-free basis. For more on this, see the section entitled

M ARKET S HARE Unknown….Out of business

W ORK C ITED business_profiles.htm