Marketing plan for a fruits and vegetables company

Marketing Plan

Marketing Analysis

The fruit and vegetable industry has always been strong, because people have always eaten fruits and vegetables. The outlook for the industry is just as good, because this is a popular product whose popularity really never wanes. There are a number of competitors, however. Luton is a decent-sized town so there are a number of grocery stores that sell fruits and vegetables. There's Tesco and Waitrose and a few others as well. The competitors are good businesses that have a lot of customers, so it will be a challenging market in which to operate. However, we have a good business idea that will draw people from these competitors using the skills and experience of our team.

The demographics of Luton are that it has around 200,000 people and of these about 2/3 are white. The rest are either black or of Asian descent. This means that there is a big market for fruits and vegetables in the town. The target market is going to be Luton. This market is quite large, but we will attract people from the entire town with our marketing expertise and our fresh fruits and vegetables.

The entry barriers are the cost of setting up a fruit and vegetable company. This cost must be under £10,000 because that it our budget. In addition, it is important to make sure that we get a good supplier of fruit and vegetables because we need to have the best produce in order for people to want to buy ours. This means having good relationships with suppliers as well.

Marketing Strategy

The service component is going to be very important. While we understand that having the best fruits and vegetables is critical to our business, it is also important that we offer the best customer service. The customer service at many competitors like Tesco is rather impersonal and not all that positive. We understand with our experience the great service you get at fruit and vegetable sellers in India and Thailand, and that is the type of service that we want to give our customers in Luton.

The sales strategy is to have the best produce at the best prices. We know that English people like value for money, and that is what we intend to give them. It is important that the shop entice people with better quality product, great prices and great service, because this is really what customers expect. The promotional plan will emphasize all three of these different things, because they are all important. The promotion will focus mostly on local newspapers and community marketing, because these are the ways to reach the Luton audience without spending on a London budget. If we spend a few hundred pounds on promotion, this will allow us to have a good exposure to the market, and then from there word of mouth will drive a lot of business growth, because people like fruits and vegetables so much.