校园水果销售市场分析

TargetMarket

To choose to sell one thing we need to do at first is analyzing the marketing environment, then select our target market.

The marketing environment consists of a microenvironment and a macro environment. As we sell fruit in STU, which is a small marketplace, so we mainly analyze microenvironment.

Team

In designing marketing plans, marketing management takes other company groups into account-groups such as top management, finance, reach and development, purchasing, operations, and accounting. All of these interrelated groups form the internal environment.

There 5 members in our team, if our team is a company, we are the managers in the company. We all are college students and have no income or marketing experience now, and we don’t get finance support, we need to use our own money to buy our product. So consider about the financial problem, we choose to sell fruit and to make the risk lower, customers need to buy fruit in our store at first and then we buy product from our supplier. In some extent, it is a good marketing strategy because it is actionable.

Supplier

Our supplier, the boss of a fruit store near our school, sent fruit to our school twice a week, this make sure the fruit is fresh and we don’t need to worried about what if few or no customers buy fruit I our store. But as we are at a very low risk, the supplier sell the fruit at a very high price, which means our profit is low, too.

Competitors

We have 3 main competitors. Then I will analyze their advantages and disadvantages.

The first competitor, fruit stores at East Gate. At East Gate, there are variable fruit and the store has opened for a loon time. Compared with us, they have more experience and more people know their store. But their price is too high and the fruit is not very fresh compared with our fruit.

The second competitor is the fruit vendor in our school. They sell the fruit at low price and their products are fresher than that in east gate. But their selling strategies are traditional and without innovation, such as they have no promotion strategies.

Our biggest competitor is Snack House, which also an online store sells all kinds of snack and some fruit. Their selling strategy is just the same to us. And they went into the market before us. So we think really hard to competitor with them.

Customers

Our target customers are students in STU. STU is located in the district which is far from the downtown area. So students have to take a long time bus to go to the supermarket if them want to buy food. What them buy most is fruit. If them buy fruit in our store we can give door-to door service, which save them time and cost to take bus to the supermarket.