Market Structure, Segmentation, Distribution Channel, Trends for the Channel, Product Segment, Strategies for Launching the Product, Customisation, Ease of Shopping, Recording of Data

This document discusses various aspects of marketing, including market structure, segmentation, distribution channel, trends, product segment, strategies for launching the product, customisation, ease of shopping, and recording of data. It provides insights into the marketing strategies for Desklib. The document also includes a bibliography and an appendix with a business canvas. If you need help with your marketing assignments, Desklib is here to assist you.

Running head: MARKETING
Marketing
Name of Student
Name of University
Author Note

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MARKETING
Table of Contents
Market structure.........................................................................................................................2
Segmentation..............................................................................................................................2
Distribution channel...................................................................................................................3
Trends for the channel................................................................................................................3
Product segment.........................................................................................................................4
Strategies for launching the product..........................................................................................4
Customisation.............................................................................................................................5
Ease of shopping........................................................................................................................6
Recording of data.......................................................................................................................6
Bibliography...............................................................................................................................7
Appendix....................................................................................................................................8

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Market structure
For a business organisation or a business idea to succeed, it is necessary that an
analysis be made about the structure of the market. The market structure of a company can
help in the development of a company and at the same time ensure that success of the
development of the business idea takes place. As stated by Lovelock and Patterson (2015)
currently for the business idea associated with the drive through supermarket, the market
structure needs to be based on the number of retail organisations that exist in Australia. It is
seen that retail companies like Woolworths, Westfarmers and Coles are the dominating retail
business in the market.
Hence, the development of the drive through supermarket needs to consider the
manner in which it can eclipse the market of the retail store (Kotler et al., 2017). For
example, every household product needs to be supplied at the supermarket so that it can be
easy to gain access to every customer in the country. Therefore, it can be said that the market
structure of the drive through supermarket be considered as vast. The name of the super
market can be Twimo.
Segmentation
The segmentation of the business idea can be made by taking into account several
types of analysis based on the market size. One such segmentation that can be done is to
segment the people depending upon the mass market so that a huge number of sales can be
made. The family factors need to be considered that helps in the development of the market
and ensure that the products are directed towards the family members (De Mooij, 2018).
At the same time, people prefer to shop on the go and quick shoppers can be made
into a segment so that the drive through supermarket can earn quick revenue. Along with this,

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customer-seeking variety of similar products can be targeted to display the range of products
that are on offer. Special provisions are kept for disabled customers so that the shopping
experience can be enjoyable for them (Chaffey & Ellis-Chadwick, 2019). Hence, it can be
said that the segmentation take into consider every possible customers that can be interested
in the purchase of the products provided by the drive through supermarket.
Distribution channel
The distribution channel needs to be based on the most appropriate strategy that is
suitable for the development of the market. For example, the use of the whole sellers for the
distribution channel can be beneficial for the development of the business idea. According to
Baker (2016), with the aid from the wholesalers, the drive through supermarket can ensure
the regular and consistent sell of its products to the customers.
At the same time, producers of the product can be approached to help in the
distribution of the products (Tuten & Solomon, 2017). This can help in maintaining the
quality of the products and at the same time ensures that fresh products are sold directly to
the customers. Trucks and containers can be used so that the transferring of the products from
warehouse to the store can be done. Twimo can ensure that there remains no shortage of
supplies once the business idea is implemented.
Trends for the channel
The trend followed by the distribution channel depends upon the success it receives in
the market. For example, the trends include the development of a proper relation between the
wholesalers and the business so that development of the business can be made by taking into
account the possibilities of the bargaining power. Hastings and Stead (2017) stated that one
of the considerations that Twimo needs to make is the fact that the wholesalers may be

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inclined to strike cheap business deals with already existing and established companies such
as Woolworths.
Hence, the business deal with the wholesalers need to be such that it follows a proper
trend that helps in maintaining the effectiveness of the business and at the same time ensure
that the bargaining power with the wholesalers does not hamper the growth (Blythe &
Martin, 2019). Hence, it can be said that the trend associated with distribution channels need
to comply with the choice of the suppliers.
Product segment
The product segmentation needs to be based on the type of products that are sold in
the market so that every customer can be reached in the market. It is necessary for drive
through supermarket to ensure that product segmentation is based on the demand and
requirement made by the customers. The manner in which the product segmentation can be
done need to depend upon the type of products that are old (Fahy & Jobber, 2015). For
example, Twimo can have fresh food products for the customers that are interested in
purchasing the products on the go.
This can help in improving the revenue mainly because the on the go customers can
pay more than the average cost due to the urgency of purchasing the products (Ryan, 2016).
Although the fluctuating cost of the product may be considered as illegal, it is necessary that
the development of the product take place based on the demand made in the market by the
customers.
Strategies for launching the product
The strategies that can be adopted for launching the product need to be based on the
financial capabilities of the business idea. For the drive through supermarket, the launching

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can be done by using social media websites so that people across the country can be reached
in a quicker manner.
According to Atwal and Williams (2017), it is also essential that the business idea
ensure that the market segmentation is addressed and hence, the adoption of different
methods such as promotion by visiting different societies via cars can be made.
Along with this, brochures can be developed that can be handed to the people so that
development of the business idea can take place (Fill & Turnbull, 2016). The development of
websites may be challenging initially, but once done, it can be used to ensure that emails be
sent to the potential customers so that the loyalty can be maintained and at the same time help
in the promotion of Twimo.
Customisation
The customisation of the business idea need to be done based on the development of
the products as well as the customer segmentation. It is necessary to ensure that the
customisation of the products be based on the development of the market. For example, if the
aim is to sale the products outside the country, then the customisation need to be done based
on the freshness of the food and the editable contents that exist in the food. At the same time,
the customisation of the needs of the customers to be done based on the tastes and
preferences of the customers (Tuten & Solomon, 2017). For example, it can be said that the
customisation need to be based on the ability of the customers to purchase a large quantity at
one time and on the basis of buying small quantities on an everyday basis. Hence, it can be
said that the customisation is made based on the development of the segmentation of the
products and the customers (Blythe & Martin, 2019).

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Ease of shopping
The ease of shopping can be made to ensure that the customers find it simple to work
on adopting various means to purchase the products. For example, the ease of shopping for
Twimo is necessary since the business idea aims to provide various types of ingredients and
products in a single store. Hence, customers may tend to find it difficult to understand and
find out the required components.
Therefore, Ryan (2016) the ease of shopping can be ensured to provide the customers
with the ability to continue shopping and at the same time find out the desired products with
ease. Thus, it can be said that for the customers to continue with shopping in a simpler
manner, the drive through supermarket can provide guidance to each of the departments and
ensure that a coordination with the customers are made so that it can be easier to guide the
customers while at the store (Atwal & Williams, 2017).
Recording of data
The recording of data needs to be done so that customers can be reached with ease. It
is necessary to maintain the record of the customers, so that they can be reached easily and at
the same time, help in the promotion of the drive through supermarket. The records can be
kept at a logbook or can be stored in computers for the benefit of the drive through
supermarket (Chaffey & Ellis-Chadwick, 2019).
This can account for the fact that every detail of the customer can be found with ease
and at the same time, reaching the customers can be done properly as well (Baker, 2016).
Hence, it can be said that the decision to maintain the record of the customers can be made
because the drive through supermarket can gain benefit owing to the promotion of its
products and sales.

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Bibliography
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Blythe, J., & Martin, J. (2019). Essentials of marketing. Pearson UK.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fahy, J., & Jobber, D. (2015). Foundations of marketing.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Hastings, G., & Stead, M. (2017). Social marketing. Taylor & Francis.
Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and
tourism.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

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Appendix
Business canvas
Key Partners
 Product
suppliers
 Designing
companies
 Employmen
t agencies
 Technologi
cal
companies
Key Activities
 Selling
product
s
 Buying
product
s
 Deliver
y
 Visitin
g
supplie
rs
Value
Proposition
 All
househol
d
products
sold in
supermar
ket
 (Ex.
Coles)
 Quality
 Accessibi
lity
 Convenie
nt
 Wide
offer
ranges
Customer
Relationship
s
 Time
efficie
ncy
 Loyalt
y
cards
 Broch
ures
 Buyin
g
Customer
Segments
 Mass
market
 Family
factors
 On-
the-go
 Quick
shoppe
rs
 Variety
seekers
 Disable
d
Key
Resources
 Initial
invest
ment
 One
entrepr
Channels
 Whole
sellers
 Produ
cers
 Truck
s,

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MARKETING
eneur
 Invalid
human
resourc
e
 Land,
buildin
g
technol
ogy
 Numbe
r plate
identifi
cation
contai
ners
(ware
house
to the
store)
Cost Structure
 Products
 Employee salary
 Transportation
 Depreciation
 Rents
 Utilities
Revenue Streams
 Pricing based on product cost
 20% mark up