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Instructor: Wendy Stahl

Course: Integrated Marketing

Student Name: Wei Bai (Margaret)

Assignment: Market Research for TruEarth Healthy Foods

Situation and Opportunity

TruEarth is a manufactory company which focuses on making healthy gourmet pastas and sauces. TruEarth was one of the first companies to focus on whole grain products( ) On the other hand, they promoted their company products by using coupons, television shows and other in-store services.

TruEarth is a manufacturer of gourmet pastas, sauces, and meals. They produce their products from high quality ingredients like durum wheat from North Dakota. The company sells and distributes their products to retailers. Several mainstream supermarket chains (Meijer, Kroger, Trader Joe’s) have stocked as well as a number of gourmet grocers in the Midwestern United States have stocked TruEarth products. TruEarth’s products appeal to a narrow niche market. They are positioned as a healthy gourmet choice relative to other ready-made meal choices. Their products reflect this positioning with low or no preservatives, whole-wheat pasta, and a premium price Page 3 point. This niche differentiation strategy represents TruEarth’s primary sustainable competitive advantage. In order to compete in the food manufacturing industry companies must establish an efficient distribution network to keep their product on the shelves at all times. Demand forecasting is critical, and it is something that TruEarth has struggled with in the past. They now work with Nielson BASES to help estimate potential sales.

Opportunities:

In 1980s, with the society developing, many people focused on their health. TruEarth found this market shift , so they launched their products to be more healthier, and greater quality.

Interpretation of market

A segment of the ready made foods market is shifting away from mass produced, highly processed foods toward greater quality and authenticity.

Consumer Trends :

Home meal replacement...