Final Project: Objectives

Edwards Salad is a pre-packaged, ready-to-eat salad created by a company seeking to fill the market desire for foods that are both convenient and healthy. This plan is an example of a company attempting to make an innovative food product available to larger markets. The aim of Edwards Salads is to manufacture and market an innovative food product: a fresh and ready-to-eat leaf lettuce salad package. The product Edwards Salad will have wide appeal to a large variety of market segments nationwide, from consumers to the hotel, restaurant, and institutional markets. The strategy, however, is to build a consumer brand in successively larger segments of the market, region by region, and to build sales to at the same time. Profitability will be demonstrated in the first year of operation: cash flow will be generated in amounts that will permit extension of existing operations, and new regional market entries, in the first five projected years. The firm's financial objective is to reach a point where stock can be offered publicly. The factors that make this possible are the size of the market, lead time of the company over competitors, and its dedication to stay ahead through an aggressive marketing strategy and a solid program.