By 2017, they opened stores eight, nine and ten. 3) Their first retail store opened in Savannah, Georgia, in 2008. Even though the company started by selling wholesale, “the dream was always in retail.” (Dennard, 2017, para. One of the strategies they have used is market development by adding retail locations, which has been one of the company’s strategies from the beginning. Savannah Bee Company has used several marketing growth strategies to move from selling in small local boutiques, then moving to wholesaling to large retailers, and finally to owning and operating their own retail stores and online sales website. It is evident that Savannah Bee Company takes their mission statement seriously by promoting honeybee education while selling quality honey. The educational aspects mentioned in the mission statement have taken the form of: an educational apiary, bee garden, and observation beehive at the company showroom on Wilmington Island, Georgia the company’s “The Bee Cause Project” supplying grants to put observation beehives in over 500 schools (Alarcón, 2020) The Bee Cause Project’s educational series of digital lesson plans about the lives of bees (The Bee Cause Project, n.d.). Savannah Bee Company also sells honey wines, t-shirts, and beekeeping books. While the company does not sell much in the area of beekeeping equipment, Dennard (2017) said, “we do sell a whole lot of exceptional honey, honey lotions, creams, shampoos, lip balms” (para. With that mission statement, customers should expect to find high quality honeys offered for sale coupled with educational opportunities when they walk into a Savannah Bee Company retail store. However, in 2017 Dennard wrote that Savannah Bee Company’s mission statement was almost identical to that original vision (Dennard, 2017). Savannah Bee Company is not a publicly held company, so the current version of the mission statement is not publicly available. In 1999 Ted Dennard, founder of Savannah Bee Company, first envisioned the mission statement for his yet to be formed company as “to sell the best honey and beehive products while educating people about the fascinating world of the honeybees” (Dennard, 2017, para. The purpose of this report is to show how Savannah Bee Company has expanded by use of product development, market development, and market penetration, and to show how the company has used social media and influencers to increase brand awareness. The company has thriving web-based sales and supports a nonprofit business that promotes honeybee education (Savannah Bee Company, n.d.). Today the company owns and operates 15 retail stores in the United States and continues to also wholesale honey and honey-inspired health and beauty care products to thousands of stores in the United States. In 2008 Savannah Bee Company opened its flagship store in downtown Savannah Georgia. Seventeen years later Williams-Sonoma and Crate & Barrel are still offering Savannah Bee Company products for sale on their websites. In 2003 Ted visited the Fancy Food Show and was discovered by Williams-Sonoma, Neiman Marcus, and Crate & Barrel, among other large retailers. Ted’s honey products attracted enough attention through small boutiques that he soon moved the operation out of his kitchen and officially started the Savannah Bee Company in 2002. He had been a long-time beekeeper when a friend opened a downtown store in Savannah, Georgia, and convinced Ted to sell honey on her shelves (Savannah Bee Company, n.d.). Savannah Bee Company founder Ted Dennard usually gave away the honey he harvested. Computer Science Department, Morningside University
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