E-GOURMETE-GOURMETlifefoods.comlifefoods.com

IndustryIndustry Food retail is a competitive areaFood retail is a competitive area Food retail brings many convenient to peopleFood retail brings many convenient to people Gourmet and organic foods are an increasing interest for consumers Gourmet and organic foods are an increasing interest for consumers

these days these days Organic foods, gourmet convenience products, and partially prepared Organic foods, gourmet convenience products, and partially prepared

specialty items, once a novelty, have grown to become an integral specialty items, once a novelty, have grown to become an integral part of the overall consumer shopping environment part of the overall consumer shopping environment

As consumers’ income level increases, spending amount does not As consumers’ income level increases, spending amount does not increase at the same rate. As a result of busier workincrease at the same rate. As a result of busier work life, people life, people prefer fast food.prefer fast food.

Sales volume in Turkey is $758 millionSales volume in Turkey is $758 million Sales amount of gourmet products in USA is $13.8 billion. Sales amount of gourmet products in USA is $13.8 billion. World gourmet foods consumption is exceeding $70 billionWorld gourmet foods consumption is exceeding $70 billion

Lifefoods.comLifefoods.com

Lifefoods will be an online retailer of gourmet foods and Lifefoods will be an online retailer of gourmet foods and ingredients ingredients

Offers premium products to the local market Offers premium products to the local market Struggles to provide very best customer experienceStruggles to provide very best customer experience Depends on word-of-mouth and direct marketingDepends on word-of-mouth and direct marketing One way of customer experience is web presenceOne way of customer experience is web presence Web site is used by lots of current customers and Web site is used by lots of current customers and

potential customer base grows due to web presencepotential customer base grows due to web presence

CompetitorsCompetitors

There is not any other e-gourmet products web site There is not any other e-gourmet products web site serving specifically to İstanbul regionserving specifically to İstanbul region

Costco, a retailing giant in the US, is also selling gourmet Costco, a retailing giant in the US, is also selling gourmet productsproducts

Gourmetfoodmall.com is an internet based gourmet foods Gourmetfoodmall.com is an internet based gourmet foods suppliersupplier

Sicklessmarket.com is an organic food producer and Sicklessmarket.com is an organic food producer and retailing companyretailing company

Characteristic Of Target Characteristic Of Target CustomersCustomers Above 25 agesAbove 25 ages

Younger ages prefer unhealthy fast foodYounger ages prefer unhealthy fast food High income levelHigh income level

Products are high-pricedProducts are high-priced Paying great attention to healthy foodsPaying great attention to healthy foods Demanding specialized sophisticated foods Demanding specialized sophisticated foods

rather than regularrather than regular Willing to taste different tastes from worldwideWilling to taste different tastes from worldwide

Mission and VisionMission and Vision

Mission:Mission: Providing customers with the finest in selected Providing customers with the finest in selected

foodstuffs, wines, and related needs in an foodstuffs, wines, and related needs in an unparalleled consumer environment unparalleled consumer environment

We are the purveyor of choice for customers We are the purveyor of choice for customers aspiring to purchase the finest epicurean delights aspiring to purchase the finest epicurean delights

VisionVision We will develop an effective management team, We will develop an effective management team,

focus on new technologies and realize the reality of focus on new technologies and realize the reality of competition competition

GoalsGoals IntegrityIntegrity

Integrity of operations within the company is key to success. All Integrity of operations within the company is key to success. All divisions must be immediately aware of other divisions’ operations divisions must be immediately aware of other divisions’ operations in order to serve better and fasterin order to serve better and faster

TrustTrust We want to achieve customer trust in our business. Customer We want to achieve customer trust in our business. Customer

trust increases the probability of long years survivaltrust increases the probability of long years survival Value creatingValue creating

We target to improve our services bringing more easiness for We target to improve our services bringing more easiness for customers and internal environmentcustomers and internal environment

Admiring ethicsAdmiring ethics We do our operation in parallel with business ethics. We never We do our operation in parallel with business ethics. We never

apply to any unethical activity although it is in favor of us.apply to any unethical activity although it is in favor of us.

SMART ObjectivesSMART Objectives AccountableAccountable

Food industry is very complex including many variances to deal Food industry is very complex including many variances to deal with successfully. We consider all aspects of any activity and with successfully. We consider all aspects of any activity and make final decision by the results of analyses.make final decision by the results of analyses.

RealisticRealistic We do not apply to any operation exceeding our limits. We We do not apply to any operation exceeding our limits. We

consider what we can do how and at what cost, and perform our consider what we can do how and at what cost, and perform our operations within those limitsoperations within those limits

TimelinessTimeliness Serving very fast is key to success in food industry. We must build Serving very fast is key to success in food industry. We must build

a very fast distribution channel to reach customers within their a very fast distribution channel to reach customers within their satisfaction limitssatisfaction limits

Value PropositionValue Proposition

Lifefoods.com company finds best quality Lifefoods.com company finds best quality organic foods, prepares them with its organic foods, prepares them with its expertise for distinguished customers and expertise for distinguished customers and serve fresh serve fresh

Business ModelBusiness Model

Lifefoods.com is a B2C company selling Lifefoods.com is a B2C company selling organic and gourmet foods from worldwide organic and gourmet foods from worldwide to customers in İstanbul. Our target to customers in İstanbul. Our target customers are high income group customers are high income group individulasindividulas

Products And Services - IProducts And Services - I

There are many kinds of products There are many kinds of products such as;such as;• Honey & PreservesHoney & Preserves Chocolate & ConfectioneryChocolate & Confectionery Coffee & TeaCoffee & Tea SaltsSalts Spices & SeasoningsSpices & Seasonings Baking suppliesBaking supplies

Products And Services - IIProducts And Services - II

Breads, Crackers & SnacksBreads, Crackers & Snacks Pasta, Grains, FloursPasta, Grains, Flours Cured/Packaged MeatsCured/Packaged Meats,seafoods,seafoods Variety of pappers and paprika Variety of pappers and paprika

so it has lot of alternatives.so it has lot of alternatives.

Web SiteWeb Site

Customer perspectiveCustomer perspective Providing information which is related to Providing information which is related to

company,company mission and general descriptionscompany,company mission and general descriptions Giving information about all products Giving information about all products Attracting and active design with animationsAttracting and active design with animations Visual references to the specialty productsVisual references to the specialty products

Web SiteWeb Site

Online coupons. Online coupons. Including recipes, that use products which may be Including recipes, that use products which may be

bought at storesbought at stores This cross-marketing technique would encourage This cross-marketing technique would encourage

customerscustomers Online calender of special events.Online calender of special events.

Some advantages of this calender that help customers to be Some advantages of this calender that help customers to be aware of upcoming events without having to callaware of upcoming events without having to call

Provide a reminder when an event is about to occurProvide a reminder when an event is about to occur

Web SiteWeb Site

The website design will include links to The website design will include links to vendors and business partnersvendors and business partners

This will allow lifefoods.com customers to This will allow lifefoods.com customers to see all the products available by the see all the products available by the vendors and business partnersvendors and business partners

SEARCHING ON THE SITE SEARCHING ON THE SITE

Looking of the website is quite simpleLooking of the website is quite simple Passing from one screen to the next is fast and Passing from one screen to the next is fast and

updated quicklyupdated quickly The body of the text is set to the right of the The body of the text is set to the right of the

screen in order to leave room screen in order to leave room The performance of the site is quite basic and The performance of the site is quite basic and

fairly easyfairly easy The initial load of the website is a performance The initial load of the website is a performance

plus for this websiteplus for this website Load time is an important factor for Load time is an important factor for

performance performance

Market AnalysisMarket Analysis

The target market of the lifefoods.comThe target market of the lifefoods.com

is generally ;is generally ;

• 25+ age25+ age

• High income levelHigh income level Having high graduationHaving high graduation Consuming organic foodsConsuming organic foods Travelling abroad to taste new tastesTravelling abroad to taste new tastes Living in luxurious homesLiving in luxurious homes

Market ResearchMarket Research

Offering a frequent shopper program to increase revenue Offering a frequent shopper program to increase revenue

Encouraging repeat purchases to the consumerEncouraging repeat purchases to the consumer

Customer specific information is extremely important to Lifefoods.comCustomer specific information is extremely important to Lifefoods.com

Performing additional market research on the customer loyalty programPerforming additional market research on the customer loyalty program

Research generally focus on trends and successes with gourmet products Research generally focus on trends and successes with gourmet products programs programs

Survey is important for their customers to determine their opinion of the Survey is important for their customers to determine their opinion of the loyalty programloyalty program

Market ResearchMarket Research

We will review the agreements currently in place with our suppliers We will review the agreements currently in place with our suppliers

Partnering with the suppliers enable Lifefoods.com to purchase product at Partnering with the suppliers enable Lifefoods.com to purchase product at a lower pricea lower price Offer for less to the customer or high profit margin for Lifefoods.comOffer for less to the customer or high profit margin for Lifefoods.com

Lifefoods has put assembles a marketing budget and plan including: Lifefoods has put assembles a marketing budget and plan including: ResearchResearch DevelopmentDevelopment

APPLICATION OF APPLICATION OF MARKETING RESEARCHMARKETING RESEARCH

Forecasting and business trend researchForecasting and business trend research Helps growth rate of the food industryHelps growth rate of the food industry Mainly secondary research as past data has to be gathered Mainly secondary research as past data has to be gathered

Segmentation and marketing mix researchSegmentation and marketing mix research It stresses the mixing of various decision factors in such a way It stresses the mixing of various decision factors in such a way

that both organizational and consumer objectives are attainedthat both organizational and consumer objectives are attained The most common variables; price, promotion, product and The most common variables; price, promotion, product and

distribution distribution

Image and market characteristic researchImage and market characteristic research Primary research is to be done to know the customer perception Primary research is to be done to know the customer perception

about the image of the company and the nature of market about the image of the company and the nature of market competition. competition.

USE OF COMPETITIVE USE OF COMPETITIVE INTELLIGENCEINTELLIGENCE

Competitive intelligence is defined as having Competitive intelligence is defined as having four specific goals:four specific goals:

Detecting competitive threatsDetecting competitive threats Eliminating surprisesEliminating surprises Enhancing competitive advantageEnhancing competitive advantage Finding new opportunitiesFinding new opportunities

Competitive intelligence is believed as a Competitive intelligence is believed as a process of monitoring the competitive process of monitoring the competitive environmentenvironment

Competitive AnalysesCompetitive Analyses

CompetitorsCompetitors Porter’s five forces analysisPorter’s five forces analysis SWOT AnalysisSWOT Analysis Business strategiesBusiness strategies

CompetitorsCompetitors

Lifefoods.comLifefoods.com competes with other competes with other doughnut stores, bakeries, bagel shops, doughnut stores, bakeries, bagel shops, coffee shops, fast-food restaurants, take-coffee shops, fast-food restaurants, take-out food providers, grocery stores, and out food providers, grocery stores, and convenience storesconvenience stores

Porter’s Five Forces Porter’s Five Forces AnalysisAnalysis

Power of buyersPower of buyers Lifefoods.com is constantly monitoring the bargaining power of Lifefoods.com is constantly monitoring the bargaining power of

its buyersits buyers Trying to provide the food items that will ensure their continued Trying to provide the food items that will ensure their continued

patronagepatronage Takes a proactive role in determining what their customer’s wantTakes a proactive role in determining what their customer’s want Helps customers take advantage of additional buying Helps customers take advantage of additional buying

opportunitiesopportunities By Lifefoods.com specializing in certain products and services By Lifefoods.com specializing in certain products and services

that other firms in the industry do not offer, it will continue to that other firms in the industry do not offer, it will continue to reduce the customer bargaining powerreduce the customer bargaining power

Lifefoods Lifefoods has an exclusive selection of productshas an exclusive selection of products

Power Of SuppliersPower Of Suppliers Purchasing department has the target of;Purchasing department has the target of;

finding ways to reduce costs of ordering foodsfinding ways to reduce costs of ordering foods minimize the amount of food to be storedminimize the amount of food to be stored having a zero stock out policyhaving a zero stock out policy

Threat Of New Threat Of New Competition Competition

The The gourmet and organicgourmet and organic industry has very few barriers industry has very few barriers for new entrants. The initial cost of a new retail facility, for new entrants. The initial cost of a new retail facility, incurred by most new businesses, and a deep fryer is incurred by most new businesses, and a deep fryer is the minimum to the minimum to startstart a ann organicorganic shop shop

In order to decrease this threat Lifefoods.com has In order to decrease this threat Lifefoods.com has plans to increase growthplans to increase growth

Plans to increase customer loyalty by offering added Plans to increase customer loyalty by offering added high-margin serviceshigh-margin services

Providing more efficient operations Providing more efficient operations

The Threat Of Substitute The Threat Of Substitute Products Products Price is not the primary differentiating factor for Price is not the primary differentiating factor for

Lifefoods.com consumers Lifefoods.com consumers The consumers are more focused on quality and The consumers are more focused on quality and

finding specialized itemsfinding specialized items If Lifefoods.com continues to provide their If Lifefoods.com continues to provide their

customers with quality and specialized items customers with quality and specialized items there shouldn’t be a threat for their customers there shouldn’t be a threat for their customers shopping elsewhereshopping elsewhere

Rivalry Among Existing Rivalry Among Existing Firms Firms

Lifefoods is a specialty web site offering unique Lifefoods is a specialty web site offering unique products that are not available at generic grocery products that are not available at generic grocery stores within İstanbul. Lifefoods's only stores within İstanbul. Lifefoods's only competition maybe a local chain store that may competition maybe a local chain store that may try to enter the industrytry to enter the industry

SWOT Analysis - SSWOT Analysis - S

STRENGHTSSTRENGHTS Wide portfolio of productsWide portfolio of products Good advertising Good advertising Large target marketLarge target market Invest in research and developmentInvest in research and development Well known brand with loyal customersWell known brand with loyal customers Current trend of snacking and eating on the go favours Current trend of snacking and eating on the go favours

gourmetgourmet business business

SWOT Analysis - WSWOT Analysis - W

WEAKNESSESWEAKNESSES Strong branding requires substantial financial Strong branding requires substantial financial

investmentinvestment Communication between manufacture and retailers Communication between manufacture and retailers

very complexvery complex

SWOT Analysis - OSWOT Analysis - O

OPPORTUNITIESOPPORTUNITIES Sponsoring of Sponsoring of specialspecial events events Diversify into different marketDiversify into different market New markets with new products which are limited in New markets with new products which are limited in

particular regionparticular region Co-branding with other manufacturers of food and Co-branding with other manufacturers of food and

drink, and brand franchising to manufacturers of other drink, and brand franchising to manufacturers of other goods and services both have potential.goods and services both have potential.

SWOT Analysis - TSWOT Analysis - T

THREATSTHREATS More companies diversifying into More companies diversifying into gourmet and orgtanicgourmet and orgtanic

businessbusiness The strengths of the multiple retailers own brands The strengths of the multiple retailers own brands

threaten established brandsthreaten established brands Entry into salted snacks was ruled out so it is important Entry into salted snacks was ruled out so it is important

to do new innovation and marketing research.to do new innovation and marketing research.

Business StrategiesBusiness Strategies

Focus strategyFocus strategy Lifefoods is perusing a focus strategy by selecting a Lifefoods is perusing a focus strategy by selecting a

narrow-scope segment or niche market with objective narrow-scope segment or niche market with objective

to achieve differentiation strategy, being unique in the to achieve differentiation strategy, being unique in the

industryindustry

Tactics To Implement Tactics To Implement Focus StrategyFocus Strategy Growth strategy Growth strategy

The customers would be able to view the products The customers would be able to view the products available, make comments or suggestions and order available, make comments or suggestions and order onlineonline

Alliances Strategy Alliances Strategy Lifefoods is contracting with local organic growers.This Lifefoods is contracting with local organic growers.This

accomplishes two goals for focus strategyaccomplishes two goals for focus strategy Reducing costs through contracted vendors Reducing costs through contracted vendors Continuing to enrich the position of specialty fine ‘healthy' Continuing to enrich the position of specialty fine ‘healthy'

foods foods

Tactics To Implement Tactics To Implement Focus StrategyFocus Strategy Innovation Strategy Innovation Strategy

Some of the innovation strategies that Lifefoods is Some of the innovation strategies that Lifefoods is implementing helps the customers prepare their own implementing helps the customers prepare their own culinary pleasures using the specialty foodsculinary pleasures using the specialty foods

Customer-Oriented Strategy Customer-Oriented Strategy Lifefoods admires that the customer is King or Lifefoods admires that the customer is King or

Queen.The company has customer service as their Queen.The company has customer service as their number one prioritynumber one priority