Defining & Meeting Target Consumer Needs and Expectations 

Analyze Data - Based on the strategic plan, focus, collect and analyze internal and external research data to determine the needs of consumers for today and into the near future. Review consumer trends both nationally and internationally to help determine potential culinary, demographic and lifestyle changes. Examine the direct competition, and the consumer product category as a whole, to gain learnings on the competitive environment, possible needs not being served, and current trends in the market.
 

Identify Problem Areas and Opportunities and Provide Solutions - Review current product portfolio and based on the Analysis of Data, determine holes/gaps (i.e., beef is strong in lunch and dinner segments, but weak in the breakfast category) in the proposed or current product line. Review product strengths and weaknesses and identify unmet consumer needs. Also, look for opportunities not currently being met such as time-based solutions, innovative competitive advancements, gaps not met by the competition, and breakthrough ideas that work to provide solutions to consumer needs.
 

Develop Platforms and Offer Strategy Statements and Rationale - Of the Problem Areas and Opportunities generated and based on the strategic plan, group problems/solutions into common themes or platforms. The platform addresses a specific set of consumer benefits and will be the central focus of new product line and/or enhanced product line work.
 

Seek Industry/Top Management Input and Support for the Platforms Generated - Have several industry/management meetings and/or calls with industry partners to discuss findings and validate the relevance of the platforms generated and level of perceived importance. At this point, you want to receive a “keep going” response from partners/management.
 

Prioritize Platforms - Once platforms have been established and industry feedback is obtained work with a team of decision makers (key management) to prioritize them to most effectively meet strategic and business objectives.