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The Market for Italian Sausage: An Opportunity for Saxonville

1. Introduction

Saxonville Sausage Company is a national brand producing fresh pork sausage products. The company is headquartered in Ohio and has been in business for over 80 years. Saxonville hopes to introduce Italian Sausage nationally and exploit the rapidly growing market for the product. Vivio, a premium line of Italian sausage products, was developed specifically for this purpose.

The company’s goal is to increase sales by 16% in the first year and to continue to grow at that rate for the next three years. In order to achieve this, Saxonville must gain market share in the Northeastern US, where they are currently under-represented. Additionally, they must increase brand awareness and generate trial among their target market – female heads-of-households with children under 18 living at home.

2. Market Segmentation

The sausage market can be segmented by product type, geographic region, and consumer demographics. Product types include bratwurst, breakfast sausage, Italian sausage, etc. Geographic regions include the Northeast, Midwest, South, and West. Consumer demographics include age, gender, income, etc.

3. The Target Market

Saxonville’s target market is female heads-of-households with children under 18 living at home in the Northeastern US. This market is attractive because it is growing rapidly and is currently underserved bySaxonville. Additionally, these consumers are likely to have a higher than average income and be less price sensitive than other segments of the population.

4. Market Prospects

The market for Italian sausage in the US is growing rapidly as consumers become more adventurous in their eating habits. This presents a significant opportunity for Saxonville as they look to increase sales and gain market share. Additionally, the Northeast US is an attractive market for Italian sausage due to its high population density and relatively affluent consumers.

5. Competitive Analysis

The main competitors in the Italian sausage market are Johnsonville and Busch Sausage Company. Johnsonville is the largest producer of sausages in the US and has a strong presence in the Northeast. Busch Sausage Company is a regional player with a strong foothold in the Midwest. Both companies are well established and have strong brands.

6. Conclusion

The market for Italian sausage presents a significant opportunity for Saxonville Sausage Company. The Northeast US is an attractive market for Italian sausage due to its high population density and relatively affluent consumers. Saxonville has a unique opportunity to gain share in this rapidly growing market and increase sales significantly over the next few years

FAQ

The company's founders were inspired to start Saxonville Sausage Company because they saw an opportunity in the market for a high-quality, affordable sausage.

The company has faced several challenges since its inception, including competition from other sausage companies and the economic recession of 2008.

Despite these challenges, Saxonville Sausage Company has managed to remain successful by focusing on producing quality products and maintaining a strong customer base.

The company currently holds a 5% share of the sausage market.

In 5-10 years time, Saxonville Sausage Company sees itself as being the leading provider of quality sausage products in the United States.

The demographic groups most likely to purchase Saxonville products are families with young children and adults aged 18-34. These groups are attracted to the company's quality products and affordable prices.