Marketing Management for Shop Veg: Segmentation, Targeting, Positioning, and Marketing Mix

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive Summary
The report has helped in the overall analysis of the different kinds of marketing activities
which are beneficial for the success of the firm have been described effectively. With the
implementation of the marketing mix along with proper segmentation, targeting and
positioning of the company, this will be beneficial for the success of the firm. Lastly, the
implementation plan along with the promotional budget aspects have been addressed ended
with conclusion.

2MARKETING MANAGEMENT
Table of Contents
Background of the Business.......................................................................................................4
Rationale of the Business.......................................................................................................4
Macro and Micro Environmental Analysis................................................................................4
PESTEL Analysis...................................................................................................................4
SWOT Analysis.....................................................................................................................6
Marketing Objectives of Shop Veg............................................................................................7
Market Segmentation, Targeting and Positioning......................................................................7
Marketing Strategy...................................................................................................................11
Ansoff’s Matrix....................................................................................................................11
Generic Strategies Model.....................................................................................................11
Marketing Mix.........................................................................................................................12
Implementation Plan................................................................................................................14
Promotional Budget.............................................................................................................15
Gantt Chart...........................................................................................................................15
References................................................................................................................................17

3MARKETING MANAGEMENT
Background of the Business
Shop Veg is one of the m-commerce online vegetable delivery service wherein the
different farmers around the world will be provided with a chance to showcase and sell the
vegetables to the customers through the assistance of the respective platform. The respective
online delivery service will be providing the customers with the different options to select
from the variety of range as this will be beneficial for the success of the organization in the
overall market. In this respective business, there will be availability of different offers and
discounts to the customers which will be valuable for the company in order to gain
competitiveness in the market.
Rationale of the Business
The rationale of the business is to help the different vegetable sellers to come together
in a single platform to sell the different kinds of vegetables at a fixed price. Furthermore, this
will be beneficial for the customers to buy and choose from the various ranges at an
affordable rate without moving from one place to another. The delivery will be received by
the customers within 90 minutes from the different stores which are from the different
neighbourhood stores. The vision of the company is to build network to the different top
cities for attracting huge number of customers in the market.
Macro and Micro Environmental Analysis
PESTEL Analysis
With the help of the PESTEL analysis, the different kinds of issues have been taken
into consideration which will be beneficial for the firm in understanding the different issues
and solve them in an effective manner as well.