Share Your papers - Read others - free

Newsletter

English

Drama

Political Sci

Economics

Internet related

Articles

Philosophy

Business

Biology

Anthropology

History

Law

Religious

Poetry

Sociology

Humor

Film

Partners

MySpace Stuff
Funny Gas
RipCheats - Video Game Cheat Codes

Printable paper

Lined paper

Black lined paper

Light Blue lined paper

Blue Cornell note taking paper

Graph/grid paper

Black Graph paper

Green Graph paper

Blue Graph paper

Light Blue Graph paper

Light Grey Graph paper

Red Graph paper

Marketing class - Nugget Market biz plan Rate: 54321 Font size: | Category: Business | Posted By: admin | Rating:

Nugget Market started in 1926 in Woodland, California as a family owned business committed to the same principles of high quality products and low prices. Now as the area and population has expanded with seven Nugget Market locations in the greater Sacramento area and two more stores on the way, the market for quality products and low prices is expanding. Especially in Davis, California, Nugget is ready to bring even more quality products while still maintaining low prices straight to the consumer by adding the ultimate convenience of Home Delivery of groceries during peak shopping hours of 7pm to 7am, delivered within the hour. The Service Nugget Market can soon provide customers with a number of solutions when it comes to groceries. For those who do not wish to travel from aisle to aisle searching for items, standing in line, or are simply unable to make the trip, The Nugget Market may provide a time and energy saving alternative by bringing the groceries to directly to the customer’s home. Our delivery service aims to maintain the same quality and low prices that The Nugget Market has thrived upon since its foundation in 1926. With quality products and low prices in mind, we will delivery grocery goods from the hours of 7pm to 7am, as a means to simplify the lives of certain customers. From the hours of 7pm to 7 am, The store to the door service will make sure deliveries are carried out to customers within an hour of the order. The customer will be able to choose from an extensive list of groceries including fresh produce, meats, packaged foods, frozen goods, as well as pre-made deli items and ready- to- eat meal selections. We will also provide meal solutions by creating dinner packages, which will include all ingredients and cooking instructions delivered to the customer’s front door. Entertainment packages will also be available and would include items such as popcorn, candies, soda, and a movie. Nugget Market will also provide items from the “Healthy Living Department” including vitamins, herbs, and supplements, as well as bath and body products and any other products that Nugget Market has to offer. Customers have access to almost every grocery item they could possibly want. Demographic Our primary target buyer will be students and the elderly. The “student population” consists of those who are between the ages of 15-24 and living within the City of Davis. “The elderly population” is classified as those over the age of 60 and living within the City of Davis. These two groups combined make up roughly 48% of the Davis population According to the 2000 Census, The City of Davis consists a “student population” of about 34.2 %( 20,609) and an “elderly population” of about 8.9 %( 5,317). It is also important to note that most of 30,000 students attending the University are not accounted for as they are not considered permanent residents. Consumers between the ages of 15-24 are likely to use our service due to a number of constraining variables. Variables include the lack of transportation, busy schedules, and in many cases, a general loathing of grocery shopping. Within this age group, especially first-year university students who are confined to dormitory life, both snacking and dining options are limited. The delivery service provides the student with options ranging from home-style meals, healthier dining, and also provides delivery of staple items such as milk, cereal, fruit, etc. The late night operation hours are keen to the appetent needs of students. Whether it occurs after a night on the town, or during an intensive study session, students are likely to turn to fast foods and pizza during late night hours. Our operation provides healthier alternatives to the otherwise precarious late night binge by providing sandwiches, soups, salads, and a number of other items from the deli or grocery shelves. For those who are not as health conscious, items such as microwavable goods, ice cream, and sodas are accessible as well. Although smaller in relative total population, the “elderly population” is projected to be a much more consistent and affluent customer than the student population. Through our service we are able to better the lives of those who are disabled, immobile, and those in nursing care. The delivery service will not only provide groceries, but other items such as over-the-counter drugs, and other medically related products. There is also the future possibility of prescription drug delivery. Advertising Because, The Nugget Market is an already established business, many resources are available to promote the new delivery service. Within the two store locations in Davis, flyers and banners will be placed near the cash registers, deli, store entrance, and throughout the store. The printed sales receipts will also provide exposure to the service. The Nugget currently sends out mailers to a majority of the residents in the City of Davis. An additional mailer will be sent, or information regarding the service will be incorporated into the current mailers. . Focusing on the target markets, The Nugget will implement print advertising methods to reach more potential consumers. For the “student population,” heavy advertising campaigns will include specialized mailers mailed specifically to dormitory mail boxes, student housing units, apartment complexes with a high concentration of student tenants, and to fraternity and sorority mail boxes. These flyers will advertise the unique delivery service and how it will cater to the specific needs of college students. Flyers will also be posted throughout the Freshman Dorm area for further exposure of the service. Currently, the campus allows flyers to be posted in the main hall of the Dormitory Service Areas (where students come to get mail, packages, take out equipment, tutoring services, etc…), in the main entrance of dinning commons, and on the bulletin boards found in the main lecture halls on campus. At the beginning and end of every quarter, we plan to hire freelance employees to pass out leaflets in front of the dinning commons and the Shields Library on campus, further increasing exposure. In addition, commercial advertisements the local radio station, KDVS, will also increase exposure of the Nugget Market delivery service. Running an advertisement in the in the California Aggie (the University’s daily newspaper), is very cheap and will reach a large number of student readers. The Nugget will run heavy advertisements at the beginning of the quarter, and during the final exam period, enticing both the kids who stay out late or those who are up late studying to use the service. Nugget Market will also advertise the delivery service through www.facebook.com, www.daviswiki.com, and through university list serves, all to promote and increase exposure to the delivery service. These sites will provide a direct link to the delivery service website. These sites will also create viral marketing campaigns which will build the Nugget Market brand and get the visitors interested in the service. Through www.facebook.com alone, we can target by age, sex, interests, political views, relationship status, major and location. Similarly advertisements directed to the “elderly population” would be conducted through flyers. Local retirement communities and senior centers will be the focus of the advertisement campaign. Once again mailers will be sent throughout the retirement community. The mailers may vary from those sent to the “student population,” as they are aimed at a different demographic. These ads would need to emphasis convenience, reliability, and greater details into the services provided (i.e. over-the-counter drugs). In addition to the advertisement campaign, we must recognize that Davis is a fairly small community, and that word of mouth is very significant. We must strive uphold the quality of service that is synonymous with The Nugget. All advertising and promotion methods will be in accordance to the ______ regulations, and comply with the Universities regulations. Implementation Parents of these students may also utilize the Nugget delivery service by setting up an account with Nugget Market’s Pre-Paid Debit Card service to provide their kids grocery money, and make sure that they are putting that money towards healthy eating, rather than constantly eating junk food all of the time, or spending it on other items. The consumer can also directly put money on the Pre-Paid Debit Card themselves. Nugget Market will first introduce the delivery service to the City of Davis through the Covell Boulevard location. This is the larger market located in the city and more centrally located to the target consumers Nugget Market will offer various methods of payment. These will appeal to each age group and demographic. The use of cash or credit cards will be accepted. Nugget will also offer a Pre-Paid Debit Card which can be reloaded by the consumers or even their parents as their monthly food allowance. At each delivery, the customer will receive a Nugget Market receipt. Nugget Markets delivery service online will be highly beneficial for consumers allowing them to purchase products quickly and exactly what the customer wants, without hassle. All methods of advertising will point our customers to the Nugget Market website, which will have a link to the delivery service. On the website, there will be a full list of grocery items that are available to purchase. Topics of items will be sectioned off into different categories. Within each category, there will be check-boxes and quantity spaces for each item, making the selection of items very convenient. There will also be photographs of the available groceries, making the selection of the exact good someone wants exact. The website will also have “Paypal” as the standard payment method, unless the customer wishes to pay through their Pre-Paid Debit Card or in cash. Comments and suggestions will also be welcome as a form of feedback from our customers. Customer will also be able to phone in orders for those who do not have access to a computer or internet, or do not know how to work a computer. Customers will give the item number to the order-receiver. Through the option of phone order, all ages can utilize the delivery service. Nugget Market Delivery Service is anticipating that the average customer will use our service at least twice a month. The initial demand for our service will not be very large, but will grow over time. The total costs for this service is fairly low. Because Nugget Market is an established business, we can utilize their current resources. Initial start-up costs for our service include advertising, website improvement, hiring costs, uniforms, permits, telephone and individual line, computer, and communication devices for in and out of store. Our running costs include employee salary, gas, and a slightly higher utility bill. DELIVERY – employees, liabilities… In comparison to other major grocery companies, Nugget Market has a relatively small market share. However, Nugget Market plans to grow its market share by expanding the online market strategy to the local level. Our brand will strengthen the already present Nugget Market brand by providing quick quality delivery service to Davis residents and an affordable price. As a quality delivery service, Nugget Market Delivery Service has very little competition that can truly compare to our specialty service. Safeway is one company that provides direct competition to the Nugget Market delivery service. Safeway provides a delivery service similar to Nugget Market’s in which they deliver groceries. However, Nugget Market’s Delivery Service is much more prompt and more cost effective. Safeway’s service will deliver your groceries in a day or two by a large sized truck with a two or four hour time period, depending on how much you’d like to pay for delivery. Delivery charges are usually around $10-$20. Safeway’s service makes it difficult to have a personal relationship between the delivery person and the customer due to time constraints. Nugget Market has delivery employees that are friendly and considerate of their customers. Another similar competitor is an online website called CampusFood.com. CampusFood.com acts as the mediator between the end user and the supplier. They provide an easy to use website which will allow anyone to purchase food from the local restaurants around the college campus and have it delivered. Companies that work with CampusFood.com must provide their own delivery method; they just take the orders and notify the restaurant of that order. The Nugget Delivery service will provide delivery of goods within the hour (not days) of its order. We will pick out goods directly from store locations (not warehouses), and utilize small vans (not large and expensive truck trailers or semi-trucks) for our operation. We will make sure that the utmost quality goods are delivered, as if they were picked up by the customers themselves (pertaining to meat, and produce). Our operation will still be priced at competitively to that of Safeway while providing a much more personal service. Working locally will allow our delivery personal to develop relationships with clients, building trust in our service and employees. Our costs will be significantly lower than that of Safeway's operation. We do not have to hire truck drivers, travel long distances, or deal with large scale warehouses. Our service is unique and can be utilized in many ways. It is very possible that Safeway and other Grocers will adopt the within-the-hour delivery. New competition will have a high cost of entry. The competition would need to hire more workers, purchase vehicles, insurance and other permits. Most of their entry costs will deal with disassembly their old operation system. MOVING PRODUCT WHILE OTHERWISE IT WOULD BE SITTING ON THE SHELF

Email to a friend | Aim to a friend | Print this page | Report