Zonnatura Marketing Plan

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Business Mission Zonnatura mission stands for organic, responsible and tasty. Objectives are generated from business mission centrally stated by Royal Wessanen and based on hierarchy of objects (Fig.1). The business mission of Royal Wessanen NV “Our organic food, your natural choice” is aiming to bring massage to its customers; • Organic food is good for you, our living planet and the next generations • Feature of organic food is that it is sustainable in every aspect • Our pioneering organic food brands make the difference • We need to make organic nutritious, tasteful and affordable for consumers External Marketing Audit Macroenvironment Political and Legal forces Organic agricultural methods are internationally regulated. The regulations are based on the standards set by the International Federation of Organic Agriculture Movements (IFOAM) organization established in 1972. Regulations in the Europe are ensured through European Action plan (http://ec.europa.eu/agriculture/organic/eu-policy_en). All of the products in Zonnatura portfolio are certified from 1994 as organic produce by Skal, the inspection and certification body in the Netherlands (Skal.nl). Economic forces Once found only in health food stores, organic food is now a regular feature at most supermarkets. According to Organic Monitor, since 1990 the market for organic products has grown from nothing to reaching $55 billion in 2009 (www.organicmonitor.com). The EU annual market growth for organic products is between 10-15% (http://ec.europa.eu). Looking back at 2009 the growth of organic food sales were 2 to 6 %, what was a drop from double-digit growth rate in previous years but still unusually strong for a premium pricing products. Within the Europe growth rates were significantly different between the countries as are dependent on the severity of the recession

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