MARKETING MANAGEMENT 2 Executive Summary Assignment For A Company Named Shahi India

Running head: MARKETING MANAGEMENT
Marketing Management

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Executive summary
Online Grocery Sales is one of the most important markets that is gaining ground in the modern
day scenario. This assignment has dealt with the company called Shahi India that is selling a
wide range of Indian products in the online market. However, they are about to face many
problems as there are many big competitive firms that are already active in the International
online grocery business. They have to bring about many important and innovative strategies so
that they can prosper in the long run.

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Table of Contents
Introduction......................................................................................................................................6
Case Background.............................................................................................................................6
Provide a brief descriptive background to the organisation and the product or service..............6
Planning or theories.........................................................................................................................7
Strategic planning/ core and distinctive...........................................................................................7
Values...........................................................................................................................................7
EXPLORATION..........................................................................................................................7
VALUE CRATION.....................................................................................................................7
VALUE DELIVERY...................................................................................................................7
External Environmental analysis.....................................................................................................7
Marketing metrics............................................................................................................................7
Competitor analysis.........................................................................................................................7
Marketing observation.....................................................................................................................8
Marketing planning..........................................................................................................................8
Pest...................................................................................................................................................8
swot..................................................................................................................................................8
Situation Analysis -..........................................................................................................................8
1) Demographic segmentation.....................................................................................................8

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2) Behavioral segmentation.........................................................................................................8
3) Psychographic segmentation...................................................................................................9
4) Geographic segmentation........................................................................................................9
Political......................................................................................................................................10
Economic...................................................................................................................................10
Legal...........................................................................................................................................10
Technological.............................................................................................................................11
Social..........................................................................................................................................11
Competition................................................................................................................................11
Opportunities:............................................................................................................................11
Threats:......................................................................................................................................12
Marketing mix............................................................................................................................12
Product...........................................................................................................................................12
Promotion...................................................................................................................................12
Existing strategies......................................................................................................................13
Proposed strategies.....................................................................................................................13
Place..............................................................................................................................................13
Promotion...................................................................................................................................13
Existing strategies......................................................................................................................14
Proposed strategies....................................................................................................................14

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Price...............................................................................................................................................14
Promotion......................................................................................................................................14
Existing strategies..........................................................................................................................14
Proposed strategies........................................................................................................................14
Promotion......................................................................................................................................16
Promotion...................................................................................................................................16
Existing strategies..........................................................................................................................16
Comprehension of marketing planning theory and concepts........................................................17
Analysis of internal marketing environment and development of SWOT....................................17
Marketing strategy.........................................................................................................................17
Marketing implementation.............................................................................................................17
Evaluation and controls.................................................................................................................18
Conclusion.....................................................................................................................................18
Referencing....................................................................................................................................19

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Introduction
Shahi India is one of the most important and leading producers of the Indian range of
Grocery items. They have a wide range ad variety of Indian spices and Indian food items. Their
attempt is to carry forward this rich taste of Indian flavour and culture to the people living far in
the distant land of Australia. The branch of the shop makes sure to carry the taste and the rich
qualities of the Indian products to the customers who are staying in Australia (Shahi India.
2018). They are mainly committed towards the sale of the Indian grocery items in the different
areas of Australia. However there are surely some or the other kinds of barriers that the company
has to face while selling their products online. The kinds of barriers that they face are inability of
raising sufficient amounts of funds that may be required for the purpose of gathering and
sustaining the people or the customers.
Case Background
Provide a brief descriptive background to the organisation and the product or service
Shahi India is one of the most eminent and leading producers of the Indian spices and the
Indian grocery products to all the people living in Australia. This organization mainly deals in
the production of the Indian Grocery products like the spices, packed food items, vegetables and
other such online grocery products. However, in this context it has to be seen that the progress of
this company is largely dependent on then internal and the external factors that are prevalent in
the Australian market. This company is trying their level best to sale the Indian products like a

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wide range of drinks, masala, drinks and many other such Indian flavour products. However
there are some or the other kinds of problems that the company might be facing. They are trying
heir level best tom provide the online and the home delivery services for their customers. They
are trying to make sure that the customers are getting all the possible facilities that will help them
to have a great shopping experience.
Planning or theories
Strategic planning/ core and distinctive
Values
The company Shahi India is carrying out all their values in a proper way. They are
making sure that they are being able to satisfy their customers by all means possible and
providing them the best possible solutions. They have to conduct many seminars and employee
training sessions where they will be training their employees in a proper way. They have to
upgrade their company values and principles so that they can rain their employees properly.
EXPLORATION
The company Shahi India will have to explore many other big firms that are already
working in the market. They are trying their level best to make sure that they can upgrade their
principles and their strategies so that they can give a good competition to their customers.
VALUE CRATION
They can carry on with their value creation method by making sure that they can

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VALUE DELIVERY
Desired value- The customers mainly desire a healthy and tasty product from the Shahi India
Company. Thus the company is trying level best to include a wide variety of products like fresh
fruits, vegetables spices, juices and other such products.
Perceived value- The Company makes sure that the customers are also getting the right kind of
benefit after buying the products from this market. This will help them to maintain a good
reputation in the online grocery market.
External Environmental analysis
Competitor analysis
There are some or the other kinds of competitions that are present within the Australian
environment. Some of them are like the Big basket, Amazon online sales and others. These
online groceries are trying their level best to make sure that they are being able to attract the
attention of their customers. The Shahi India company has to develop many powerful strategies
so that they can use it
Marketing observation
Marketing planning
The Shahi India Company plan their goals and objectives in a proper way so that they can
achieve it in a time effective manner. They will set the goals and the principles in a proper way
so that they are able to attain their goals in a proper step by step manner.

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Swot
1. follows the political rules Will make their name and fame strong in the Australian
government.
2. High rate of economic growth of the city more chance of buying the product.
3. Paying the income tax make them more strong
4. Use of technology provide the comfort to customer like online shopping
5. More Indian people surrounding more chance of sale.
6. Providing the offer will make competition low
Threats:
1. Forgot aboutfollows the rules of importing make them in trouble.
2. Fluctuation in economic growth will affects the sales.
3. If they Not paying income tax, make their Reputation low.
4. Sometime losing the password of tile machine make them trouble.
5. Not proving the product of other culture effect their sale.
Sale of Indian product by big companies like Woolworth effect their sale
Situation Analysis -
1) Demographic segmentation
This is one of the simplest form of market segmentation, This mainly includes the contexts like
age, earning, gender and many other such factors. As far as Shahi India is concerned this will
mainly appeal to the NRIs who are settled in Australia. They will be happy to get a wide range of

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Indian flavors of food. This will make a huge appeal to all the people who belong to the teen age
or the age group 15 to 20 years and beyond. In this modern 21st century people are often very
active on the online shopping sites or on the social media platforms. This will help the company
to target the customers who are then active users of the online sites for shopping.
2) Behavioral segmentation
This will help the company in finding the right group of customers that have the highest demand
for the food products that are offered by the company Shahi India. One of the good customer
groups are the young people who are into the academics or even in the line of games and sports.
This will help them make a direct appeal to these people who are in need of nutritious health
products and energy drinks (Jia, Wang and Xiong 2017).They will find the company Shahi
India very helpful for them as they can get a wide variety of tasty and healthy fruit juices in the
online sites of this company. Apart from this, they will be able to appeal to the old and the aged
sections of people as well. This is because of the fact that the old and the elderly people will
always try to have some fresh fruits, vegetables and other products. The young people will also
have a good appétit for the various new and innovative products like the chutney, pickles,
biscuits and other such Indian flavored goods.
3) Psychographic segmentation
This segmentation mainly refers to those customers who determine their purchasing
behavior through the behavioral or the psychic pattern of the customers. This is mainly because
of the fact that the customers often take the purchase decision because of their lifestyles. People
who belong to a good income or earning group will be able to buy products from the online

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grocery stores. This will also make a good appeal to the old and the elderly sections of people.
They have turned old and will naturally be in demand for getting some healthy, natural and pure
products. This will help them to stay healthy and stay healthy.
4) Geographic segmentation
This is one of the most important market segmentation of the Shahi India market. This is
mainly because of the fact that this market is trying to appeal to the people who team to get a
good and satisfying taste of the Indian products even when in out of India. As far as the name
suggests, the Shahi India market is trying its level best to satisfy the demands for the customers
who are living in abroad that is in Australia but are in the dire need for the products. In other
words, they are tired of tasting the some and the reheated products. It is for this reason that they
want to get the taste of the hot and the spicy taste of the products that are made in the pure Indian
style. This will help the company to make a stringer appeal to the customers who are living in
Melbourne but are able to taste a wide range of products.
The other important aspect is that no matter wherever the customers are staying they will
be able to get their orders delivered at right at their doorsteps. The company Shahi India is,
making it possible that no matter wherever the customers are scattered in Australia be it
Springvale, Malvern or any other parts, the Company Shahi India is being able to deliver the
products in a fresh and pure form so that they are being successful in bridging the gap between
the customers and the products that they are delivering.

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Political
This is one of the most important aspects of the external environmental analysis that must
be maintained by the company. The company Shahi India has to keep in mind that they are to
abide by all the rules and regulations that are made by the Australian Government. This is mainly
because of the fact that in order to survive in this long run the company Shahi India has to work
very hard in order to get a good position. They can do the same by understanding and abiding by
all the rules and laws of the country where they are trying to prosper. They need to take into
account the charges of import and export in Australia. The Political condition of the country is
more or less stable and safe for the company (Jia, Wang and Xiong 2017). However the company
Shahi India has to realize that there are some or the other aspects prevalent within the Australian
political environment.
Economic
It is time that the company Shahi India must strengthen their position in the economic
field. This is mainly because of the fact that there are many changes taking place in the economic
sphere of Australia (Alawamleh, Ismail and Hammad 2017). As compared with the market the
basic returned over is around $50000. The company has to make sure that they are not falling
back anywhere in the competition. They have to increase the number of their outlets so that they
can meet with the demands of the people.

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Legal
Shahi India has to make sure that even if they are importing the goods from India they
have to abide by the legal procedure of Australia In other words, they have to abide by the rules
and regulations that are set by the Australian Government.
Technological
In this modern day scenario, the company is using all the technological advanced methods in
order to work over their marketing strategies. This is one of the most useful and good methods
for the purpose for advertisement of their products.
Social
Socializing is one of the most important tools that they are using for the purpose of socializing.
This is mainly because of this fact that they are taking part in many of the social gatherings and
festivals.
Competition
The competition is increasing at a very rapid rate. It is for this reason that the company has to
work over the offers and the discounts that they are offering to their customers. They have to
work over their strategies so that they can offer their customers with some advantages over their
competitors.
Opportunities:

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7. follows the political rules Will make their name and fame strong in the Australian
government.
8. High rate of economic growth of the city more chance of buying the product.
9. Paying the income tax make them more strong
10. Use of technology provide the comfort to customer like online shopping
11. More Indian people surrounding more chance of sale.
12. Providing the offer will make competition low
Threats:
6. Forgot aboutfollows the rules of importing make them in trouble.
7. Fluctuation in economic growth will affects the sales.
8. If they Not paying income tax, make their Reputation low.
9. Sometime losing the password of tile machine make them trouble.
10. Not proving the product of other culture effect their sale.
11. Sale of Indian product by big companies like Woolworth effect their sale
Marketing mix
Product
The company shahi India has selected the right kinds of products for the purpose of staying in
the proper competition. This helps the company to find out strategies that will enable to stay in
the tough competition.
Promotion

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The promotion of the products is usually done by the company through their online sites. They
usually take the help of mediums like advertisements; pop up me us in order to reach out to their
audiences.
Existing strategies
They use strategies like taking part in many of the social festivals and gatherings so that they can
make their products acceptable by the people of the Australian society.
Proposed strategies
In order to make sure that their products stay in the competition even in the long run, the
company will have to make sure that they are utilizing many new kinds of strategies like using a
personalized call to action strategy (Hatheway, Kwan and Zheng 2017). In this strategy, the
company needs to work much more over their web pages and their online strategies. They have
to add some new and helpful buttons in their web pages or ordering ages like add to cart or the
buy now option.
Place
Promotion
In order to select the right place, the market mainly sells the products in their online sites. This is
mainly done because the market sells the products on online (Ahmed 2018). This is mainly
because of the fact that trend for the online marketing has rapidly increased in the modern

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scenario. They have added a wide variety of their products like Indian spics, biscuits, juices and
many other such Indian flavoured products.
Existing strategies
The strategy that they are using in the present scenario is selling a wide range of products in their
online portals. They have added a wide variety of products so that the people or the customers
who are trying to purchase the products online can do it with an ease. They are also trying their
level best to make sure that they can reach out to a large number of customers.
Proposed strategies
Shahi Company has to make sure that they are being able to appeal to a mass number of
customers. In order to stay in the competition they have to develop many new strategies like
opening up new stores. In other words, till now they have been operating only in the online
stores. Thus, from now onwards, they have to develop many new stores out of their online
strategies. In other words, they have to develop many new physical and offline stores so that they
can appeal to a greater number of people.
Price
Price is the product at which the company is trying to sale their items in the market. In order to
make sure that the company is able to make some profits they have to set the price accordingly.
Promotion
In the current scenario, the company Shahi India is making some products by selling their
products at a price that is affordable by all. However they have to set some offers or discounts
that will be helping them to appeal to a large number of customers. This will help them to make

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sure that they are being able to make some kinds of profits out of the business that they are
carryon out.
Existing strategies
They set the price as per the demand that is created in the market. However now they have to
make sure that they are being able to stay at par with the other companies that are working in
Australia.
Proposed strategies
They have to make sure that they are being able to give a boost to the existing supermarkets in
Australian Melbourne. In order to do this, they have to set many new discount offers and free
gifts along with their product prices. This is mainly because of the fact that the customers will be
in search of many new products that are available at affordable prices.

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Promotion
Promotion
This is one of the most important aspects of marketing where the company has to promote
their products but connecting or communicating with their customers. They mainly include
the strategies like advertisements, personal selling and other such products.
Existing strategies
In the current existing scenario, it is seen that the company Shahi India is mainly trying to
promote or advertise their products through the online marketing systems. This is done by selling
the products online by including a very rich and wide variety of products.
 Proposed strategies
One of the important strategies that they can use is the making their ecommerce site upgraded
and mobile friendly. It has been seen that as per the Google survey, about 61% of the customers
that were active on the online marketing sites have left as it was not mobile friendly. It is for this
reason that the Shahi India Company will have to do a lot of innovations and up gradations in
order to make their app much more usable and mobile friendly.

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Comprehension of marketing planning theory and concepts
Provide an introductory statement for each relevant section that establishes a theoretical
foundation for the approach taken in analysis and the plan’s development.
Analysis of internal marketing environment and development of SWOT
 Use this section to build on the external environmental analysis and identify how
opportunities and threats can be responded to based on internal strengths and weaknesses
From the SWOT the critical issues should be identified
Marketing goals and objectives
 To develop a strong online presence
It is specific in nature because without proper online presence they will not be able to develop a
good reputation in the overall market.
It is also measurable as it will take place within a specified period of time. It will take place
within a span of 6months.
It is also achievable in nature and it will be done by within a span of six months. The work will
be carried on in a step by step manner.
These are also realistic in nature as developing a good online presence is one of the basic criteria
for Shahi India to make sure that they are being able to provide some added and better benefits to
the customers.

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Marketing strategy
Marketing implementation
The company will have to start many new programs and seminars where they will set the
employee training program. They will have to bring in the best possible knowledge so that they
can develop themselves. Apart from this, they have to get many investors for themselves so that
they can gather a good amount of capital with them. It will help them to gather a good amount of
money so that they can bring in the best and the updated kinds of expertise.
Evaluation and controls
Outline the controls that will be used to monitor progress and allow for future review of
implementation
Conclusion
Thus, it can be concluded that Shahi India is doing a good work by bringing in the
flavours of India to the NRIs and also the other people who are residing in Australia. However as
they are a small enterprise, they have to make sure that they are upgrading themselves and trying
to bring in all the modern and the latest technology.

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Additional Information (Appendices)
Environmental Analysis:
Based on the frame work analysis of external market environment of the environment of the
"ShahiIndia" is written as following:
 Political trends: While working with Australian government, It is very important
that "Shahi India" make sure that they were have knowledge of the political
situation of the Australian government and must follows all the importing rules of
the Australian Government. But now "Shahi India" is ready to face any problem
in concern with the political issues.

25MARKETING MANAGEMENT
 Economic Growth: It is very important for the "Shahi India” that make their
economic growth strong. As compare with the market the basic returned over is
around $50000. As the customers is increasing is also expected that the growth of
the shop will increase. In case of the employment rate of the Melbourne is higher
so the customer can buy the product very easily. They need to analysis their all
the economic growth on the week or monthly rated so that they can expand their
business more from on state to another so that other Indian who are living out
their country can taste the real taste of an India.
 Legal: For any business no matter for small and big it is very important that they
are follows all the legal rules and regulation of the country where they are doing
works. For "Shahi India" make sure the product they are importing from the India
till selling are follows all the rules of the Australian Government. Make sure the
all the taxes pay by shop.
 Technological: Nowadays, "Shahi India" are using online transaction payment
method which is done by technological environments. To improve the growth of
the shop it is important to use technology to advertise their business. Shop is
participating some events with the use of technology which effects the overall
purchase.
 Social: For the " Shahi India it is very import to make sure that product they are
selling is accepting by the society of the people. For making their social circle
stronger nowadays they are participating so many groups and festivals so that
they can be the part of the society and people will like to come their shop.

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 Competition: As the people know the competition is increasing in this way it is
important for "Shahi India" to provide so many offer and deals so that the
customer will happy to shop. With the distance of 20Km there other Indian
glossary shop which increase the competition.
Summary of Opportunities and threats:
Opportunities:
13. follows the political rules Will make their name and fame strong in the Australian
government.
14. High rate of economic growth of the city more chance of buying the product.
15. Paying the income tax make them more strong
16. Use of technology provide the comfort to customer like online shopping
17. More Indian people surrounding more chance of sale.
18. Providing the offer will make competition low
Threats:
12. Forgot aboutfollows the rules of importing make them in trouble.
13. Fluctuation in economic growth will affects the sales.
14. If they Not paying income tax, make their Reputation low.
15. Sometime losing the password of tile machine make them trouble.
16. Not proving the product of other culture effect their sale.
17. Sale of Indian product by big companies like Woolworth effect their sale

27MARKETING MANAGEMENT