Blue Ridge Honey Company: 12.1.2015 Team,

You have led the development of a very well thought-out strategic marketing plan for such an interesting business and product line. You provided solid research, creativity and strategic thinking, and truly educated our class on a global challenge that many still know little about. With energy and confidence you helped us believe that your marketing efforts would work and would differentiate Blue Ridge Honey Company, increasing brand awareness and expanding distribution and overall sales through multiple channels. You demonstrated great command of the marketing plan structure and purpose, and shared creative ideas to help achieve your overall goals. Great job!

Points Earned: 125

The following represents my additional feedback and specific recommendations:

Group Presentation & Written Marketing Plan Content:

Each team member presented confidently and with enthusiasm. It was terrific that didn’t necessarily have to refer to your notes. You knew your content well.

Nice introduction by Justin and the Marketing Plan goals were very clearly stated. (I disagree with one of the comments from the class below, on this point.)

Well written plan – you followed the Marketing Plan structure as given and developed each section well.

Presentation slides were visually attractive and highlighted the key points. Nice headlines and visuals on each slide.

Good SWOT analysis. Just be sure to be clear on what is internal and what is external. The threatened bee source seems to be more external. Also, when covering a SWOT, it is not necessary to solve for the weaknesses or threats at this point. Just highlight the points. The plans to mitigate risk and respond to the weaknesses actually comes later in your implementation and tactics.

When presenting “your” plan, be sure to own the plan. The word “they” was used often, when ideally you would say “we”.

Nice detail overall in your marketing strategies. Strong annual budget detail and good overall annual Calendar.

I am anxious to buy this product. You made many believers out of our class!

Additional Key Comments provided by the class / Verbatims from the student Rubrics in response to the question “Do you think their marketing plan will deliver the planned growth? Why/Why not?

Yes, good social media marketing plan; need more quantitative metrics. It should work because the market is large enough to easily bring in new people. They didn’t tell me their goals upfront, so it felt like a presentation on the company with

a brief insight into their SWOT. They talked about products; they talked about

manufacturing, bit I want to know how they are targeting business for growth. I still have a good bit of questions.

Interesting. I think it is necessary to educate about bees and the marketing plan will do this.

Sweet presentation. Save the Bee’s 2016! Plan seemed dated. No Twitter. Knowledge is key Not a very clear strategy. Yes, good product; good plan. Good job. Where is the closest Whole Foods? Very interesting. Save the Bee’s. Good overall. Could be more detailed in how the plan will deliver results. No, because the bees will be dead. Reaching out to locals and trying to get involved with Whole Foods will deliver the

planned growth. I think that this group had a lot of great ideas to grow their company / awareness. The

marketing plan was clearly stated and will deliver the planned growth. Maybe: Possible roadblocks: Entering Whole Foods; Plan needs an already strong

customer base to be successful. I want some honey now. Budget was good to have but it was general. I understand the main goal was to increase

customers to purchase more flavors but I’m not sure how they will. Wasn’t clear. Great marketing plan with their goals and objectives. I don’t see why this plan shouldn’t

help their marketing or future sales. Clear objectives, good industry and environment knowledge. Plan was measurable and

clear. Food idea to include facts about honey. A lot of research was obviously done. Good photos of products and facilities. Clear and quick.