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Product ManagementSWOT, Porter’s 5 Forces, and Marketing Mix Analysis
Presented by: Deal ClosersTatiana Ivanova (Sales Manager)
Nirmala Mohanan (Creative/Graphics)Pritsadang Patikorn (Researcher)
Oriane Pitah (Spokesperson)Sireetorn Sawasdeepon (Strategist)Manoucheher Sibdari (Researcher)
SWOT analysis
Strengths
Large selection of healthy, locally grown foods
Authentic, unique products and services
High quality all natural products
Weaknesses
Lack of experience
Limited channel to connect with suppliers
Capital intensity
Opportunities
Increasing awareness through town events
There is a need to build brand identity with fresh foods, eventually leading to the idea that when people think “fresh, natural" they will think of our Marketplace
Making a free rewards card, so customer can get a discount on the next purchase
Active implementation of social networking has potential to boost brand awareness
Access to America’s top fishing port
Threats
There is a doubt regarding availability and quality of work force
Low income means inability of increasing spending
Changing competitors’ strategy
Intense competition
Bargaining power of suppliers
SWOT analysis
Porter’s Five Forces
Threat of Entry
Customer Switching Cost
Capital Needs
Expected retaliation
Access to proprietary technology
Established brands
Closed distribution channels
Economies of product differences
Threat of Entry is LOW
Low (location)
High
High
Low
High
High
High
Power of Suppliers
Possibility of Forward Integration
No substitutes for suppliers’ products
Suppliers’ products are differentiated
Incumbents face high switching costs
Product is important input to buyer
Power of Suppliers is LOW
Yes
No
No
No
Yes
Power of Buyers
Few large buyers
Large buyers relative to a seller
Products are standardized
Buyers face few switching costs
Possibility of Backward Integration
Buyer has full information
Force down prices
Buyer price sensitivity
Power of buyers is LOW
No
No
No
Yes
No
No
Yes
Yes
Threat of Substitutes
Substitute is good price-performance trade-off
Buyers switching costs to substitutes
The Power of Substitutes will depend on quality of our fresh food, services, and entertainment activities
Low
Low
Rivalry among existing
competitors
Many competitors in the industry
Firms are equal size
Industry growth is slow or shrinking
Exit barriers
Contractual obligations
No
Yes
No
Yes
Marketing Mix
Product
Major items from adjusted product list
Price
Prices of major products based on local prices research
Place
Major sections of products within Marketplace
Promotion
Examples of promotional activities
Product Types of consumer products: High involvement
Product Life cycle
stage: Maturity
Product and Place
Grocery categories
Seafood
Meat
Produce
Diary
Bakery
Flowers
Deli
Café
Arts & Crafts
Entertainment
Price
Estimate demand and
Price Elasticity of Demand
(PED = %change in demand/ %change in
price)
Method for calculating price: Competition –
Oriented method; going-
rate pricing approach
Grocery categoriesSeafood: Fresh fish (price per pound)
The most popular:
• Salmon $8.99
• Cod $9.99
• Pollock $8.99
• Yellowtail $12.99
Other:
• Haddock $9.99
• Flounder $9.99
• Fluke $9.99
• Sea Dabs $9.99
• Swordfish $12.99
Grocery categoriesSeafood: Shellfish (price per pound)
The most popular:
• Quahogs $1.29
• Mussels $2.99
• Oysters $5.99
• Little neck $5.99
• Raw shell-on shrimp $9.99 – $21.99
• Cocktail shrimp $12.99 – $20.99
Other:
• Lobsters $10.99 – $14.99
• Diver scallops $19.99
• Sea scallops $24.99
Grocery categories
Meat (price per pound)
• Beef
• Rib eye steaks $10.99
• Steak sirloin $7.99
• Steak top rounds $6.49
• Ground beef $3.79
• Pork
• Pork chops $4.49
• Pork tenderloin $6.99
• Ground pork $3.99
Grocery categories
Meat
• Chicken
• Chicken breast $3.99/lb.
• Chicken wings $2.49/lb.
• Ground chicken $3.99/lb.
• Lamb
• Lamb chops loin $10.99/lb.
• Lamb chops rib $14.99/lb.
• Goat
• Leg (bone-in) and loin chops$14.80/lb.
• Shoulder chops $10.99/lb.
Grocery categories
Produce: Vegetables
• Bell peppers $0.89 – 1.50/each
• Broccoli (Crowns) $0.79/each
• Cabbage (Green) $2.49/each
• Carrots $0.99/lb.
• Celery $1.99/bunch
• Garlic $0.50/head
• Lettuce $1.79/head
• Mushrooms $3.41/lb.
• Onions $1.19/each
• Potatoes (White) $0.79/each
• Tomatoes $1.29/lb.
Grocery categories
Produce: Fruits
• Apple Fuji $0.75/each
• Apple Gala $0.75/each
• Apple (Golden) $1.09/each
• Apple (Red) $1.09/each
• Cranberries $4.79/lb.
• Grapes (Green) $2.49/lb.
• Grapes (Red) $2.99/lb.
• Pears $1.09/each
Grocery categoriesDairy
• Fresh white eggs (Large) $2.79/doz.
• Fresh brown eggs (Large) $2.99/doz.
• Butter $3.29/lb.
• Cheese: natural varieties $2.51/ 8oz.
• Milk $3.49/gallon
• Sour cream $1.70/ 16 oz.
• Yogurt $0.60/4 – 6 oz.
Grocery categoriesBakery
• Bagels $0.70/each
• Bread Italian $0.11/oz
• Bread multigrain $0.31/oz
• Bread whole wheat $0.17/oz
• Cookies $0.15 – 0.34/oz
• Croissants $0.36/oz
• Muffins $0.75/each
• Pies $0.27/oz
Promotion Facebook
Promoting the store on Facebook (and other social media
platforms) is a great way to spread the word!
Email, SMS or text message marketing.
These are perhaps the most underrated player in the game. keep
in touch with the customers.
The most important thing to remember is that there is plenty of
competition out there, so always we should make sure to give
customers a reason to try our business and plenty more reasons to
keep coming back.
Promotion
Discounts
Discounts are a great way to treat our customers while driving up sales. We
can create discounts to take a percentage or flat dollar amount off the total
sale or limit discounts to exclusive items.
Bundle Pricing
“Buy one, get one free” or a “3 for the price of 1”; a great tactic for making
customers feel that they're getting more for what they're paying.
Special offers
Monthly offers similar to those in IKEA.
Training sessions for the other services
Attract more customers by daily offers for services (arts and crafts, workshops)
in the market. Offer a free service to anyone that brings in a friend and we’ll
make the existing customers happy campers, while growing the business.
Thank you!
