Cowgirl Chocolates
Marilyn Yoshiro is the founder of Cowgirl Chocolates. The business is struggling to make a profit and she has little in the way of financial resources to develop and implement marketing programs to generate future business. She is considering what should be her next move.
Based on the information in the case and other sources you believe are appropriate, you are required to compile a three year Strategic Marketing Plan for Cowgirl Chocolates. The plan must include a one year Action Plan.
1.Theoretical concepts, models or frameworks can be used without referencing sources.
2.The plan should not be a series of questions.
3.Where you use information that is not part of the case, you should indicate whether this is your opinion, an assumption or identify in general terms, the source.
4.When describing your preferred market position and resultant strategies be sure to justify them using both your situation analysis and relevant course concepts.
The Cowgirl Chocolate is a typical focused niche marketing strategy a good local example practicing this strategy is Dr. Kong which is selling healthy footwear in Hong Kong. Please visit their website for reference.
http://www.dr-kong.footcare.com.hk/english/index.htm
Besides, you can try to have a look on the below website for your reference.
http://www.cowgirlchocolates.com/about.shtml
http://www.bplans.com
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