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

This report provides an analysis of the marketing management strategies for Shop Veg, an m-commerce online vegetable delivery service. It includes segmentation, targeting, and positioning strategies, as well as an overview of the marketing mix. The report also includes a PESTEL and SWOT analysis, marketing objectives, and an implementation plan.

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

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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.

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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

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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.

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Political Factors- This is the first aspect in which the UK country is politically stable
in nature and the government is proactive in nature. This can be beneficial for the Shop Veg
m-commerce company as they can implement their business without any kind of uncertainty
in the respective market (Banerjee 2017).
Economic Factors- This is the other aspect in which UK has strong economic
position in relative to the other countries. The country has the 5th highest GDP in the entire
world and the diversified economy will help Shop Veg in increasing the foreign direct
investment. Moreover, the large population of UK has allowed the small companies to
become more profitable in nature and this will be beneficial for the Shop Veg Company
(West, Ford and Ibrahim 2015).
Social Factors- This is the aspect in which the standard of living is high in nature and
this can help Shop Veg in a positive manner. The densely populated country has more than
64.1 million inhabitants which are helpful in creating and establishing new services in the UK
market (Sargeant and MACQUILLIN 2016).
Technological Factors- The quality of the innovation skills is effective and the
expertise in IT is high in UK which will be beneficial for Shop Veg Company. With the
technological innovation, the Shop Veg is one of the m-commerce companies that can help in
stimulating the growth of Shop Veg as this will help in managing the innovation skills.
Legal Factors- This is the aspect wherein there are strict legal rules and regulations
which are required to be followed by the different companies which are setting up their
business in the market. However, there are different regulations such as minimum wage laws
along with safety and health laws which can be beneficial for the company for setting up in
UK (Banerjee 2017)

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Environmental Factors- This is the last aspect in which there are different
environmental rules and regulations which are responsible for regulation of the different
companies in the entire market. The sustainability in the UK market is efficient in nature
which will be beneficial for the overall growth of the economy in an efficient manner
(Charter 2017).
SWOT Analysis
With the implementation of SWOT analysis, the different kinds of strengths,
weaknesses, opportunities and threats which are required to be analysed in an effective
manner.
Strengths
 The range of the product is the first
strength wherein the vegetable
products will be crossing the range
of about 18000 vegetables
 The exotic range of the vegetables
will be easily available in the nearby
neighbourhood stores which will be
catering to the needs of the
customers
 The low fixed cost model of the
business which are perishable in
nature and this means that there are
no such inventory costs included in
the same
Weaknesses
 The variable cost is huge in nature
for Shop Veg in which there is
inclusive of the delivery trucks,
delivery guys and the storage of the
perishable goods which will be
beneficial for the running of the m-
commerce store
 There can be cancellations of the
order which is being dependable on
the number of stores which are
present nearby. When the different
items are not available in the market,
there can be cancellation of the
orders and this will make the

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customers unhappy in nature
Opportunities
 There can be expansion of the
Shop Veg Company in different
cities which will increase the
market share of the company
positively (Eriksson et al. 2015)
 There is increase in the growth of
the grocery m-commerce store
which will be beneficial for the Shop
Veg Company to expand their
business operations effectively
Threats
 There is huge competition in the
entire m-commerce market which
can create a negative impact on the
Shop Veg Company. There are other
bigger players in the market which
are entering the lucrative market and
this can increase the rate of
competition as well
 The retention of the customers is
difficult as there are other
competitors which are providing
similar kinds of products and
services to the customers at heavy
discounts and offers which can
affect the sales of the company in a
negative manner
Marketing Objectives of Shop Veg
 To increase the market share of the company by 20% within 2020
 To engage in sales worth 1 million by 2020
 To expand into four new countries by 2025

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Market Segmentation, Targeting and Positioning
Figure 1: Segmentation
Source:
Segmentation- Proper segmentation helps in including the group of customers which
are based on certain kind of criteria wherein Shop Veg will be including the different kinds of
customers (Hill 2017).
Demographic Segmentation
 The people who are having moderate and the high-level income are segmented in an
appropriate manner
 The individuals are either housewives or the working individuals who do not have
time to purchase the different products and services form the market and the age
group ranges from 25 years and above (Piercy 2016)
Geographic Segmentation
 Urban Areas of United Kingdom
Psychographic Segmentation

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 The different individuals who belong from the upper and middle-income groups
Behavioural Segmentation
 Internet Savvy Users along with not afraid of online shopping
 People who loves various offers along with discounts
 The individuals who wants and wishes to try new products and services in the market
Targeting- This is the other aspect in which this can be seen that Shop Veg can target the
middle and high-income group customers in the market through concentrated marketing
technique. There are different strategies which can be applied by Shop Veg in order to target
more customers in the market are as follows:
 Use of the mobile applications to increase the customer base
 Targeting the different individuals who can rely on internet for shopping the different
kinds of goods and services
 Increasing the target market by partnering with the different corporate houses which
will be beneficial for Shop Veg
Positioning- This is the last aspect which is required to be taken into consideration
while performing the STP analysis. The positioning of the brand is required to be done as per
the desires of the customers which will be beneficial for the overall success of the firm. Shop
Veg is required to be position themselves as the discounted platform in the entire market
which will be beneficial for the company to gain competitive advantage in the market as well.

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Figure 3: Positioning Map of Shop Veg
(Source: Hakansson 2015)
The company can try to reposition themselves in such a manner which will be
beneficial for the company to check on the quality to satisfy the customers in the market.
Shop Veg needs to reposition themselves to offer quality goods and services which will help
them in remaining highly qualitative in nature to improve their market share. The Shop Veg
can operate as the high quality and moderate pricing technique which will be beneficial for
the overall efficiency of the firm in a positive manner (Foxall 2015).

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Marketing Strategy
Ansoff’s Matrix
Figure 4: Ansoff Matrix
(Source: Tomczak, Reinecke and Kuss 2018)
From the above Ansoff Matrix Model, this can be analysed that Shop Veg can apply
the market development strategy which will be beneficial for the company to seek growth by
targeting the different kinds of customers by entering the new market segments efficiently.
The options relating to the market development will be assisting Shop Veg into spreading in
various other locations for expanding their business operations in the different regions to gain
more competitive advantage effectively. Shop Veg needs to apply the market development
strategy wherein the different core competencies such as faster delivery will be beneficial for
the overall success of the firm in an appropriate manner (McDONALD 2016).
Generic Strategies Model
As per the Porter’s Generic Model, this can be analysed that

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Figure 5: Generic Strategies
(Source: Chernev 2018)
From the above figure, this can be analysed that Shop Veg will be applying the
Differentiation Strategy in the competitive environment which will assisting them to be
unique in the different kinds of operations in which the major dimensional change will be
based on the nature of the market in which the company will be operating their services.
The Shop Veg will target the broad kind of market which has unique kind of features
making it more attractive in comparison to the other competitors in the market. The effective
marketing is essential wherein the Shop Veg will be able to understand the uniqueness and
this will be flexible approach to adopt quickly to the changing conditions in the market
effectively as well.
Marketing Mix
The marketing mix plays a major role which is being used by the organization to
promote the product in the overall competitive marketing environment. With the

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implementation of the marketing mix techniques, this will be beneficial for Shop Veg to
become more competitive in nature and this will be beneficial for them to become successful
with the different approaches. The four marketing mix approaches are described as follows:
Product- As the respective company is mainly focusing on the m-commerce market
which is already competitive in nature, the main product for Shop Veg will be the application
and the website which will play a major role for the company to gain profitability in
comparison to the other competitors. Furthermore, the respective product will be providing
access to the different users in order to buy various kinds of vegetables which will be helpful
for them to increase their customer base in a unique manner (Proctor 2014).
Price- This is the other aspect which is required to be analysed by Shop Veg wherein
the pricing should be competitive and moderate in nature in order to attract the various ranges
of customers in the market. There should be inclusion of nominal discount which is required
to be offered by the company which will be competitive in nature in order to become more
competitive in nature.
Place- This is the other aspect in which place should be expanding their business
operations in various areas which will be beneficial for the overall success of the firm in the
competitive market. There can be inclusion of standard and express delivery which will be
beneficial for the overall success of the firm in order to meet the different demands of the
customers (Kim, Shin and Min 2016).
Promotion- This is the last aspect which is required to be considered seriously which
will be beneficial for the overall success of the firm. With the advertising techniques along
with the other digital marketing campaigns, this will be effective for the growth of the firm.

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Implementation Plan
Serial
Num
ber
Actions Activities Person Responsible Time
frame
Budget
1 Market Research Proper analysis of the
background of the other
companies in same
business
Marketing Manager 1.5
months
$1000
2 Overview of the
macro and micro
environment
Conducting PESTEL and
SWOT analysis
Human Resource
Manager
1.5
months
$1500
3 Segmentation,
Targeting and
Positioning
In this process, the higher
income groups have been
selected
Marketing and Sales
Manager
3
months
$2000
4 Creation of
Objectives
To achieve the sales of
more than 20% till 2020
Marketing Executives 4
months
$500
5 Marketing Plan
and Mix
Promotional Activities
have been taken into
consideration and price
should be competitive
Marketing Manager
and Sales Manager
2 years $5000
6 Measurement and
Evaluation
Proper implementation of
the different kinds of
activities which will be
beneficial for the growth of
the firm
Sales Manager 1
month
$500

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Promotional Budget
Digital Marketing Campaigns Budget
Facebook $500
Twitter $450
Instagram $350
Total $1300
Gantt Chart
S
No. Project Activities Start date End dates Duration
2019 2022 in days
1 Market research 02-Jan-19 15-Feb-19 44
1.1 Checking into relevant UK laws 02-Jan-19 10-Jan-19 8
1.2 Analyzing the market of UK 10-Jan-19 26-Jan-19 16
1.3
Analyzing the availability of
different resources 26-Jan-19 15-Feb-19 20
2
Overview of the Macro and Micro
environment 16-Feb-19 02-Apr-19 45
2.1 Undertaking external market analysis 16-Feb-19 28-Feb-19 12
2.2 Overviewing of the internal market 28-Feb-19 05-Mar-19 5
2.3 Engaging in risk analysis 06-Mar-19 15-Mar-19 9
2.4 Identification of crucial factors 15-Mar-19 02-Apr-19 18
3
Segmentation targeting and
positioning 03-Apr-19 30-Jun-19 88
3.1 Segmentation the target market 03-Apr-19 15-Apr-19 12
3.2 Analysis of each target market 15-Apr-19
05-May-
19 20
3.3
Development of strategies to cater to
each market 06-May-19
27-May-
19 21
3.4
Selecting the target market to be
served 27-May-19 16-Jun-19 20
3.5 Preparing the deliverables 16-Jun-19 25-Jun-19 9
3.5.1 Positioning of the firm 25-Jun-19 30-Jun-19 5
4 Creation of objectives 01-Jul-19 30-Nov-19 152

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4.1
The different resources of the firm
need to be analyzed 01-Jul-19 27-Jul-19 26
4.2 The objectives are formed 28-Jul-19 28-Aug-19 31
4.2.4 Objectives are reviewed 28-Aug-19 30-Sep-19 33
4.3 Final selection of the objectives 01-Oct-19 30-Nov-19 60
4.3.1 Reviewing 1(after 1 year) 01-Oct-19 03-Oct-19 2
4.3.2 Reviewing 2 (after 1 year) 05-Oct-19 11-Oct-19 6
4.3.3 Reviewing 3 (after 12 months) 01-Nov-19 01-Nov-19 0
5 Marketing Plan and Mix 01-Nov-19 31-Dec-21 791
5.1 Framing the final marketing plan 01-Nov-19 07-Dec-21 767
5.2 Preparing the marketing mix 08-Dec-21 15-Dec-21 7
5.3 Discussion and Analysis 20-Dec-21 23-Dec-21 3
5.4 Implementation 24-Dec-21 31-Dec-21 7
6 Measurement and evaluation 31-Dec-21 31-Jan-22 31
Project Activities Start date End dates Duration
1 Market research 02-Jan-19 15-Feb-19 44
2
Overview of the Macro and Micro
environment 16-Feb-19 02-Apr-19 45
3
Segmentation targeting and
positioning 03-Apr-19 30-Jun-19 88
4 Creation of objectives 01-Jul-19 30-Nov-19 152
5 Marketing Plan and Mix 01-Nov-19 31-Dec-21 791
6 Measurement and evaluation 31-Dec-21 31-Jan-22 31
Market research
Overview of the Macro and Micro environment
Segmentation targetting and positioning
Creation of objectives
Marketing Plan and Mix
Measurement and evaluation
10-May-16 22-Sep-17 04-Feb-19 18-Jun-20 31-Oct-21 15-Mar-23

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