Marketing Term Paper

SECTION I. THE BUSINESS .

Company Description

Headquartered in New York City, ZMX Global, Inc. is a large global food company, operating in over 51 countries around the world. Most commonly known as a fine foods company, ZMX Global, Inc. has an impressively unparalleled portfolio of brands and products with an international appeal. The marketing philosophy adopted by ZMX Global, Inc. is a market-oriented approach, “meaning they assume that a sale does not depend on an aggressive sales force, but rather on a customer’s decision to purchase a product” (Lamb, Hair, and McDaniel, 2012, pg. 6). ZMX Global, Inc focuses on providing exquisite culinary products to consumers by being the top purveyor of premium quality ingredients to the finest food retailers in the world. One renowned brand owned by ZMX Global, Inc., known as Bon Vivant, provides the highest quality frozen foods in the retail marketplace. Bon Vivant produces frozen entrées to meet the needs of consumers in the market for frozen readymade meals. This marketing plan will present a new idea for an Organic Gourmet product line as an opportunity to fill a gap identified within the Bon Vivant product mix.

Business Mission

According to the ZMX Global, Inc. (2012) website, the Business Mission for the Bon Vivant brand is on record as follows: “Our purpose is to expand the culinary palette of Bon Vivant customers by being the leading provider of exceptional frozen gourmet products in the global marketplace” (p. 1).

Company Values

The ZMX Global, Inc. slogan is “Pure Wholesome Foods” (ZMX Global, Inc., 2012, p. 1). According to the ZMX Global, Inc. 2010 Annual Report (ZMX Invest, 2012) the company meets ethical and corporate social responsibilities as stated:

As a corporate member of the global community, we accept our responsibility to sustain and create social value for our stakeholders. We accomplish this through a foundational business culture of harmony that aligns our corporate values with nature...