Detailed Business Plan and Market Analysis for The Fresh E-Farm

This assignment presents a detailed business plan for 'The Fresh E-Farm,' an online platform designed to connect farmers and consumers. The plan begins with comprehensive market research, identifying shifts in consumer behavior post-pandemic and the growing popularity of online channels. It analyzes market targets, segmentation based on cost and accessibility, and positioning strategies. The plan also includes an environmental and industry analysis, considering political, economic, social, technological, legal, and environmental factors impacting the business. The target customer groups are defined as farmers seeking broader market access and consumers desiring fresh farm products. The plan also addresses the competitive advantage by offering a lower commission than the local market and efficient delivery systems. The document includes references to relevant literature and online sources supporting the business model.

BUSINESS PLAN AND
PRESENTATION

TABLE OF CONTENTS
THE FRESH E-FARM....................................................................................................................1
Market Research..........................................................................................................................1
Market Targets.............................................................................................................................1
Environmental/ Industry Analysis...............................................................................................2
Customer Groups.........................................................................................................................3
REFERENCES................................................................................................................................4

THE FRESH E-FARM
Market Research
Through the market research it can be identified that post the outbreak of corona
pandemic the lifestyle and the trends in the market has completely changed and due to these the
popularity of the online channels and the availability has gained tremendous value for both the
businesses and the customers. As per the opinion of the Jackson (2017) it can be assessed that the
farmers and agriculturists have very less access to their potential customers and on the contrary it
can also be analysed that the customers who prefer the fresh farm products have less accessibility
to these suppliers who generally sell the products in the local market on the high commission
basis. The mediator in the form of an online channel can perform the job of the mediator where
the multi business purposes shall be solved that are it shall expose the farmer to a huge market
and also will help them earn the better profitability from the market. Apart from that the
customers will also get the fresh farm products from these online stores.
The research undertaken proves that the marketing plan will be a success in the future in
the current business environment and the global conditions that are going on in the business. The
Sik (2017) specifies that the online channels with the faster and efficient delivery systems that
have the incorporated warehouses to efficiently store the goods that are supplied by the
manufacturing business person that keeps it fresh as well as healthy for the consumers or the end
users of the goods. In the opinion of the Drake and Abraham (2019) the scope of the e-farm
further maximizes because of the health and hygiene conscious population. The increasing
awareness also supported with the governmental rules of the lock-down provides the perfect start
to the business in terms of the established target market who have the online buying habits. This
will in turn boost the profitability of the business with the minimum investment in respect of the
developing and designing the application or the website from where the login shall be possible at
both the ends.
Market Targets
Segmentation:- The market is segmented and accordingly the target market of the company is
selected. The segmentation is done on the basis of cost where the company is acting as the agent
providing the services at the lower commission then the market under concern. Apart from that
its business plan is based on the group of people that are not having the access to the fresh farm
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products or are living in the isolated region where the delivery is late enough to keep the
products fresh.
Targeting:- The market is targeted by using the market penetration costing strategy in the
business. Apart from that it is concentrating on the online channel which is in trend these days
and because of the online buying habits of the potential customers in the business (Khairunnisa
and Tjung, 2019). The health and hygiene conscious population of the area is also one of the
effective targets of the marketers to be capitalized. The wider the reach the company shall be
able to derive economies of scale and further the cost per unit of the services shall be decreasing
for the company.
Positioning:- The positioning in the minds of the people can be effectively undertaken through
the application of the marketing tools and techniques so that the brand image of the company can
be developed. Apart from that the positive word of mouth also helps in deriving significant
advantage to the company attracting the new lot of customers in the business.
Environmental/ Industry Analysis
Political:- The political environment is determined with the stability of the government and its
policies in respect of the market. The high political instability shall be contributing to the loss
and underperformance of the company. The online business and the associated cyber security
protocols are one such example of the influence of the political regulations on the business.
Economical:-The economical environment focuses on the conditions of the economy and also
the rates of the goods and service tax on the supply of goods, interest rates on borrowing the
funds etc. are also key factors in the business (An Analytic Study of Organic Food Industry as
Part of Healthy Eating Habit in Turkey: Market Growth, Challenges and Prospects, 2021).
Social:- The social factor considers the trends and the pattern of the lifestyle like currently the
online buying habits of the customers, health and hygiene consciousness and the price
comparisons are the leading trends which are being capitalized by the business.
Technological:- The growing advancements and modifications in the technology will be
assisting the online business, customization of the website, better storage facility and the faster
and efficient delivery to the customers of the business.
Legal:- The legal environment also matters to the customers because the laws and the
legislations are to be supported by the business which are to be followed in order to avoid the
consequences and the penalties or the charges.
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Environmental:- The environmental concerns are the largest these days and the fulfilment of the
corporate social responsibility is one of the most significant factors that shall be contributing to
the better positioning of the brand in the minds of the people.
Customer Groups
The target customer group for the business will be the farmers and the agriculturists who
shall be producing the variety of the fresh farm products and are interested in selling these in the
market and make them reach the end users of these goods. The Fresh E-Farm business which
will be incorporated as the mediator or the middlemen in the industry must be having a login
portal at an application in the mobile or customized website of the business (Brace, 2018). The
businessman here can login for supplying their products who will be delivering it to the end users
in the business. Another target customer of the company shall be the consumers who consume
the fresh farm products. They shall also follow the same procedure through login and book their
orders which shall be delivered in the fast and effective manner. The commission charged by the
company will be comparatively less than the local market in which the farm products are sold.
Apart from that it can be identified that the customer groups are the one who are not
having access to the large market and its customers. Also they can be the potential groups
staying in the backward region not having much facility regarding the storage and warehouses.
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REFERENCES
Books and Journals
Jackson, S., 2017. Chapter Two. The Market-Plan Controversy in China. In Chinese Enterprise
Management (pp. 29-50). De Gruyter.
Sik, O., 2017. Plan and market under socialism. Routledge.
Drake, C. and Abraham, J. M., 2019. Individual market health plan affordability after cost‐
sharing reduction subsidy cuts. Health services research. 54(4). pp.730-738.
Khairunnisa, M. and Tjung, L. J., 2019, April. The Development plan of ‘Rusun’integrated
modern market (case study: Grogol Market). In IOP Conference Series: Materials
Science and Engineering (Vol. 508, No. 1, p. 012033). IOP Publishing.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Online
An Analytic Study of Organic Food Industry as Part of Healthy Eating Habit in Turkey: Market
Growth, Challenges and Prospects. 2021. [Online] Available through:
<https://www.sciencedirect.com/science/article/pii/S1877042814051647>
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