- Editorial:
- KAPLAN
- Materia:
- Negocios y administración
- ISBN:
- 978-1-4277-9826-8
SELL YOUR SPECIALTY FOOD
MARKET, DISTRIBUTE, AND PROFIT FROM YOUR KITCHEN CREATION
STEPHEN F. HALL
Simon and Schuster: Artisanal. Organic. Fair Trade. Natural. Handmade. Consumers are clamoring for quality and taste, and there is a growing trend toward organic foods and international food.
With an annual growth rate of 11 percent, the opportunities to sell and market specialty gourmet foods are greater than ever. Almost 75 percent of the nations consumers now buy these upscale foods, compared to 64 percent just one year ago.
In Sell Your Specialty Food, Stephen Hall outlines every food marketing opportunity and then supports entrepreneurial action with detailed guidance. Whether you own a business or you are thinking about starting one, Hall will show you how to:
* Identify a winning product and its most appropriate markets.
* Get your product ready to market.
* Advertise, promote, and sell your product.
* Create your own success niche. Professionalize your business.
* Also included is updated information about the role of the Internet, health and organic food markets, the latest government regulations and technological advances, and contact information for dozens of valuable resources.
Fully updated and revised, readers will learn about the latest trends in the field, including organics and the green market industry, and so much more to make their business a success.
Introduction ix
How Long Does It Take to Be Successful?
1
How Much Will It Cost You?
1
How to Use This Guide
1
Do You Have What It Takes for Long-Term Success?
1 (10)
The Importance of Formulating a Future: Vision
1 (2)
The Importance of Understanding Your System
3 (1)
Why Do You Need to Think about a Mission?
4 (2)
Values and Belifes
6 (1)
Key Results Areas
7 (1)
Your Strategic Framework
7 (4)
Understanding the Food Industry
11 (20)
Defining the Territory
11 (3)
Product Segments
14 (5)
Identifying Your Primary Markets
19 (3)
Market Segments
22 (3)
Taking Advantage of Export Markets
25 (1)
Going for the Big Win with Trasition Products
26 (1)
Understanding Specialty Food Store Concerns
27 (4)
Getting Ready to Market
31 (30)
Define Your Focus
31 (1)
Determining Start-Up Costs
31 (5)
How Long Does It Take, and How Much Does It Cost?
36 (2)
Researching the Market to Identify Consumer Demand
38 (2)
Developing Your Product
40 (2)
Positioning Your Product
42 (5)
Meeting the Competition
47 (2)
Producing Your Product
49 (8)
Warehousing and Shipping Your Product
57 (4)
Product Packaging, Labeling, and Pricing
61 (22)
Packaging Your Product
61 (6)
Lebeling Your Product
67 (4)
Pricing Your Product
71 (8)
Understanding Payment Terms
79 (1)
Credit
80 (3)
The Role of the Internet
83 (16)
The Role of the Internet
83 (1)
A Website
84 (1)
How Much Should a Website Cost?
84 (1)
Goals for Your Website
85 (1)
Website Design
85 (1)
Internet Marketing
86 (2)
Promote Your Site
88 (1)
What Should I Do with My Website?
89 (2)
The Internet and Cybershopping
91 (1)
Blogging for Gourmet and Specialty Food Companies
92 (4)
Marketing Specialty Foods over the Internet
96 (3)
Taking Your Product to Market
99 (46)
Six Principles for Marketing Success
100 (1)
Preparing Sales Literature
100 (2)
Selecting Point-of-Purchase Materials
102 (2)
Promoting Your Product
104 (7)
Publicizing Your Product
111 (3)
Advertising Your Product
114 (4)
Finding Buyers
118 (1)
Establishing Distribution Channels
119 (9)
Arranging the Deals
128 (6)
Appointing Brokers
134 (3)
Locating Distributors
137 (2)
Making the Sale
139 (4)
Exporting: Sales to Nontraditional Markets
143 (2)
Running Your Business
145 (28)
Organizing Your Business
145 (1)
Partnerships: What Are They All About?
146 (2)
Processing Orders and Office Management
148 (8)
Risk Management
156 (3)
Tax Considerations
159 (1)
Customer Service Management (CSM)
159 (2)
Creating Your Own Success Niche
161 (1)
How to Know If You Are Successful
161 (5)
Cultivating Effective Habits
166 (3)
Appendix A: Trade Journals
169 (4)
Appendix B: Trade Associations
173 (16)
Appendix C: Trade Shows and Services
189 (4)
Appendix D: Product and Process Development/Copackers
193 (10)
Appendix E: Broker Information
203 (18)
Appendix F: Catalog Sheet Preparation
221 (2)
Appendix G: Packaging Design
223 (2)
Appendix H: Packaging and Labeling Materials
225 (4)
Appendix I: Internet Resources
229 (4)
Appendix J: Federal Government Sources
233 (16)
Appendix K: State Resources, Associations, and Agencies
249 (6)
Appendix L: Specialty Food Trends Resource List
255 (4)
Appendix M: Export Assistance
259 (6)
Appendix N: Miscellaneous Resources
265 (8)
Appendix O: Specialty Food Market Profile: State of the Industry Report---Prime Time for Fancy Foods
273 (14)
Appendix P: The New Entrepreneurial Spirit: Breaking Down the Barriers to Personal and Business Success!
287 (8)
Acknowledgments 295 (2)
Index 297 (6)
About the Author 303
Excerpt
Demand
