Before setting price, the company must decide on its overall marketing strategy for the product or service (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition). The objective of Phileas Fogg’s African Spicy Safari Snacks is to provide its customers with a unique taste that they have never come across in the snack world. We want to give them the spark of adventure and build loyalty. We want our customers to trust that every time they take a bite into a spicy safari chip, it will be one for the best snack experiences they have ever had. With the packaging and adventure, we hope to create buzz and excitement about our product. Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition).
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