Presentation 2 for MKT 690

1. Product Management
SWOT, Porter’s 5 Forces, and Marketing Mix Analysis
Presented by: Deal Closers
Tatiana Ivanova (Sales Manager)
Nirmala Mohanan (Creative/Graphics)
Pritsadang Patikorn (Researcher)
Oriane Pitah (Spokesperson)
Sireetorn Sawasdeepon (Strategist)
Manoucheher Sibdari (Researcher)

2. 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

3.  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

4. Porter’s Five Forces

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. Product
 Types of consumer products: High involvement
 Product Life cycle
stage: Maturity

12. Product and Place
 Grocery categories
 Seafood
 Meat
 Produce
 Diary
 Bakery
 Flowers
 Deli
 Café
 Arts & Crafts
 Entertainment

13. 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

14. Grocery categories
Seafood: 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

15. Grocery categories
Seafood: 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

16. 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

17. 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.

18. 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.

19. 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

20. Grocery categories
Dairy
• 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.

21. Grocery categories
Bakery
• 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

22. 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.

23. 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.

24. Thank you!