Organic Livestock Marketing Cooperative Assignment

Organic Livestock Marketing Cooperative - Assignment ExampleOLYMCO is driven by the bursting charge to become the largest marketer of essential beef and lamb in the UK. The key to achieving this mission lies in the appetency to provide the customer with value in terms of the quality of the product coupled with highly competitory prices and to ensure complete transparency in their operations. We exist to attract and retain customers.Statistics of the market and competition hit been collected. A detailed survey of customer preferences and loyalty drivers was also carried out (Section 9.6). This information will foster enhance growth and sustain profitability and growth.Red meat is a primary solid food market in which sales slang recorded marginal growth (DEFRA, 2006) values have risen, as consumers have been willing to trade up to more convenient cuts (Cooper, 2006). The Organic Market Report 2006 reveals the biggest increase in sales to be in organic meat and poultry. In 2005, the farm gate value of organic meat and poultry was an estimated 129m, a 59% increase on 2004 (Watts, 2006). The demand is projected to grow in the near future especially as healthier and more reasonably priced product becomes available, the fear of the mad-cow unsoundness abates and with threats of avian flu reducing sales of poultry (Poultry World, 2006).This is despite predictions to the contrary a couple of historic period earlier (see Buss, 2004). Although British retailers are under pressure to source more organic foods indigenously, it is found that merchandise organic meats comprise almost 20% of total sales volume (Research and Markets).The balance between supplement and demand remains tight (Davies, 2006).Apart from the retail trade, there is high demand for organic meats from food processors and the catering sector. There is also rising demand from restaurants, schools, hospitals and goernment organisations (Research and Markets). 4.1 Market DemographicsThe profile o f OLYMCOs customer consists of the pursuance geographic, demographic, and behaviour factors. GeographicThe immediate target is the populace residing within the UK - a population of nearly 61 million. Of this, roughly 25 percent are vegans and some others who do not eat one or the other type of meat.The boundaries of the country define the geographical area to be covered. Demographic All people over 20 years old, representing over 70 percent of the total population.Customers belonging to the A and AB categories, i.e. having an yearly household income above 25,000.Behavioural Factors From the results of the consumer survey conducted, the customers areWilling to pay a premium for higher(prenominal) quality, tastier meats,Tend to patronize higher-quality restaurants, and are Cognizant about their health4.2 Customer