MITCHELL’S FFA MARKETING
PLAN FOR SHORTY’S MEAT
LOCKER
By: Kaelyn Dammann
Bailey Magstadt
Katelin Theunissen
Introduction
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Develop a plan designed to increase the awareness
and sale of your retail products.
Started about twenty years ago, beginning as a
custom processing meat business, branching out into
retail
Sells: Meats, cheeses, homemade salads, brats and
bacon
Sales Trends and Forecasts
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People eat at home on the average of 5 times per
week.
Meat consumption jumped 20% over the last decade.
56% of workers bring their own lunch to work
90% of household incomes are decreasing
Consumers are more concerned about eating healthy
than ever before—45%
Younger customer base is busy and does one-stop
shopping as much as possible
Buyer Profile and Behavior
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Meat promotions influence 29.5% of shoppers
30% of shoppers have a brand preference
46% show strong brand loyalty for processed meat
During the week shoppers prepare 4.2 evening
meals that include a meat item
82.5% of shoppers prepare fresh meat at least
once a week
54.5% prepare it three times a week
Mitchell’s Demographic Population
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Persons under 18 – 24.2%
Persons between 18 and 65 – 52.5%
Persons over 65 – 15.9%
Persons under 5 – 7.4%
Median household income – $42, 373
White Persons not Hispanic – 94%
Female Persons – 50.7%
Male Persons – 49.3%
Survey Results
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Davison county is divided equally between male
and female
Well over half the population is the desired market
for the specialty meat business
Families with children will spend more on meat
purchases than single people.
Families will buy more ground beef, while single
people will buy more high end meat cuts
Competitors S.W.O.T
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Mitchell’s Meat Locker is a next-door neighbor
Many large grocery store chains in the area
Grocery stores are more convenient, have more
variety and it is one less stop.
Shorty’s Strengths
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Freshness and excellence of meat
Friendly atmosphere and personal service
Fair and competitive prices and great word-ofmouth
Unique meat products such as the 32 kinds of brats
Donates wild game to charities and very
philanthropic around the community
Allows college students to work during fall
Works well with competition
Shorty’s Weaknesses
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One extra stop
Located out of town
Not near any hubs of businesses
Closed Saturday afternoons and Sundays and
evenings
Main customer base is over 40; not as many
younger customers currently
Not as large variety as is meat products as
competitors
Shorty’s Opportunities
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Getting on Facebook and or Twitter
Two post-secondary institutions, MTI and DWU, have
larger numbers of potential younger customers, and
communicate by social networking.
Many events in town—rodeos, Dakotafest, fairs,
provide the opportunity to taste your products
Families love Sunday breakfasts!!!
Two-income families will need to shop after normal
working hours
Families will seek out good meat deals, given the right
promotion
Shorty’s Threats
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As retail customer base gets older, decreased
customer patronage is possible
Mitchell’s Meat locker is his neighbor, and also has a
retail meat section
County Fair and other major grocery stores has
major corporation promotion behind them, doing
constant promotion and weekly special flyers
When economy is poor, people buy less of the more
high-end retail meat cuts, may not have time to
make extra grocery stops.
Key Planning Assumptions
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Families will continue to make the purchasing of
meats a major necessity and will include meats in
their meals at least four days per week
Purchasers of meat products will continue to
purchase quality products and remain loyal to their
businesses as long as they continue to be satisfied
In tougher economic times customers will seek out
good deals for their meat purchases.
Measurable and Attainable objectives
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To increase the customer patronage of the 18-34
year old demographic group by 15% each year
To increase his bacon and brat sales by 10% each
year = 30% over three years
To increase his overall profits of his retail counter
sales by at least 10% each year
Target Market
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The main target market of this presentation is the
18-34 year old demographic group
Continued maintenance of the 34 and older group
and attract new customer
Focus on families within these groups will also be
emphasized
Strategy Statement
The primary strategy of this marketing campaign is to
increase the customer base and to attract new,
younger customers of the target market. The
marketing campaign will focus on increasing the
awareness of Shorty’s Locker and its retail sales
portion, including the unique brats and bacon.
Strategies and Action Plan
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Social Networking (Facebook/ Twitter) to younger base
More frequent newspaper ads to promote to general population.
Radio contest specials on KMIT and KQRN
Coupons/ Mitchell Coupon book for students
Have a regular booth at Saturday Farmer’s Markets, selling fresh, frozen, and
grilled meat products
Have a stand at major area events, such as Dakotafest and Corn Palace Week,
selling ground beef and the unique brats to new potential customers
Have a Saturday morning bacon special to prepare families for their Sunday
morning breakfasts.
Promote business to general population through Christmas meat packages/cheese
packages
Consider staying late at least one evening a week with specials at that time to cater
to two-income families needing to grocery stop after hours.
Have brat specials during major grilling season and sporting events (i.e. Super
Bowl)