Marketing Plan Report: Rethink and Reuse Supermarket in Mauritius

This report presents a comprehensive marketing plan for a supermarket business in Mauritius, centered around a 'rethink and reuse' concept. It begins with an executive summary and introduction, outlining the business's focus on reducing plastic waste and promoting environmental sustainability. The report then delves into a thorough market analysis, employing PESTLE and Porter's Five Forces models to assess macro and micro-environmental factors impacting the business. It explores market segmentation, target audience identification, and brand positioning strategies. SMART objectives are established for product launch, emphasizing product differentiation through reusable packaging and promotional strategies. Recommendations are provided, along with a focus on monitoring and controlling the plan's effectiveness, culminating in a conclusion and references.

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

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Table of Contents
 Executive Summary............................................................................................................2
 Introduction.........................................................................................................................2
 Approach for Market Analysis...........................................................................................6
 Recommendations...............................................................................................................9
 Recommendations for monitoring and controlling plan...................................................12
 Conclusion........................................................................................................................13
 Annexe..............................................................................................................................14
References................................................................................................................................16

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 Executive Summary
The main purpose of this report is to develop a market plan of supermarket business with a
concept of rethink and reuse strategy. The study has been supported by evaluating the
marketing mix model and the macro and micro environmental factors that could affect a
business. It has been found that the main challenges in the business is related to product
packaging system that can be reused by the consumers in their household needs. This rethink
and reuse concept of the environmental strategy will help in reducing the wastes and also
provides more opportunity for the business.
 Introduction
The business will be established in Mauritius. This business will focus in establishing
a supermarket store where the customers can shop for any type of fruits, grains, vegetables,
Chinese items and cosmetic products. These are durable products that every consumer wants
to purchase. The main challenges of this business is to reuse the unused the packaging
containers and rethink the environmental strategy to reduce the waste for getting more
opportunity for the business. This business will aim not only to use less plastic but also to
ensure that plastics and wastes can be reused, recycled and composted for the business and
environmental well-being.
 Market Analysis
This market analysis will provide information related to the business market in
Mauritius. This will help the business to formulate its strategy on the basis of market
dimensions (Tanaka et al. 2017). The two most important factors macro and micro factors of
the business in the country will be properly analysed for the business.
Macro factors of the business in Mauritius

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PESTLE analysis tool is used to monitor the macro-environmental factors of the
country that may impact the business performance in future.
PESTLE Analysis:
1. Political factors- The country has three major dominated parties that are Labour party
(LP), MMM and MSM that can change the political landscape and importance of
grocery stores for their economy. Mauritius has a currency issues in public servicing
sectors. This may affect the business. The country have a very good foreign relation
with foreign countries. It access largest source of its finance from India. Hence, the
country is collaborated with these countries (Ater and Rigbi 2018). The government
policy, labour law, environmental law and trade restrictions from the external
countries can change the behaviour of business in the country. This will influence the
government and nation infrastructure. Hence, the business can be affected with this
factor.
2. Economic factors- Some of the macro environmental factors like interest rate,
inflation rate and foreign exchange rate can affect the demand and supply of the
supermarket products (Campos-Vázquez and Medina-Cortina 2016). This will affect
the consumer spending rate and can also affect the business. The country has

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diversified economy in terms of financial sector, tourist sector and industrial sectors.
The growth rate of the country is between 5% to 6% from last years. This was seen
due to change in income distribution, improved infrastructure and lower mortality
rate. Any change in this growth rate will affect the business because this will cause
change in purchasing power of the consumers and hence can change the demand and
supply of the economy. This will affect the price of the business product (Varelas and
Georgopoulos 2017). Change in monetary policy, foreign trade policy, fiscal policy
and foreign investment policy can also change the business.
3. Social factors- The culture of the country is a mixed combination of Europe, India.
Africa, France, China and Dutch. It has different religion groups, ethnic group and
social classes (Zhang, Leng and Zhou 2020). The country has a good population
growth that will positively contribute to the business economy.
4. Technological factors- Mauritius has a research and institute centres that is focused on
making innovations in products and services. It has a strong economic development in
IT industry. Hence, the market is favourable for the business. This factor will
influence the business to initiate the business.
5. Environmental factors- It has a tropical climate which is fit for doing every type of
business (Hafezi, Akhavan and Pakseresht 2017). Mauritius is also focused on
establishing waste management technologies in their industries. Hence, the
environmental factor will support the waste management business of supermarket
store.
6. Legal factors- The trade union groups create a job security in the workplace. The
company has trade policies, legal law, common law, taxation laws, consumer
protection law and law related to financial services. These laws are looked before
doing any business.

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Micro-environmental factors
Porter’s five forces model will be used to analyse the micro-environmental analysis of
the business.
Porter’s five forces analysis:
The following are five forces that can affect the business:
1. Threat of new entrants- This is the threat to business due to new competitors related to
supermarket business will enter into the industry. Mauritius has established many of
its supermarket stores in the city. There is a chance of new competitors that can have
the same strategy and enter into the market. Risk is involved in the entry of new
competitors and this could affect the profitability of the new supermarket store.
2. Threats of substitutes- This is the major threats for the mobile phone industry for the
survival of the business in the competitor market. But, it depends on the impact of
substitute products (Chiang 2016.). The business should be able to communicate with
the customers and must be able to instantaneously distribute the information to the
target customers. The buyer focuses on many of the substitutes like digital camera

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which has camera better than the camera of smart phones. Some of the top phones like
apple I phones and other android devices are the substitutes of the business.
3. Bargaining power of suppliers- Wholesalers are the suppliers of the supermarket
stores. Suppliers cost is related to the purchase of goods from the wholesalers. The
suppliers may will to supply the products to other supermarkets in case of any type of
risks. In case of making innovations, the business cannot bargain or negotiate for the
price. But,
4. Bargaining power of buyers- Buyers are the customers and the customers always
demand for high differentiation of the product with a unique value added to the
product. The buying power of customers is very high in this industry because of
increasing number of choices and more demand of the product. Buyers will have the
power of selecting the product as they like and have the power to bargain effectively.
The cost of switching is also very low that helps the buyers to easily change the
product on the basis of different brand.
5. Intensity of competitive Rivalry- The competition is very high among the existing
companies. This is because the demand of retailer market is very high. There are
many of the supermarkets and hypermarkets are established in the city (ONEREN,
ARAR and YURDAKUL 2017). This means that the intensity of competitive rivalry
of mobile phones in Mauritius is very high. The business will be aware on these
companies to do the business and in order to effectively grow their popularity in the
business market of Mauritius.
 Approach for Market Analysis
Market segmentation
The business will focus on both the genders male and female. The supermarket
products will be helpful for families, health & natural needed persons, young generations,

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business people and the adults (Alt and Iversen 2017). Both married and unmarried can use
the product. This new theme of sustainable packaging will benefit this market segmentation
and will change the consumer throw away behaviour.
Target and Brand positioning
The supermarket products will add value to the customers and the retailer industry of
the country. The packaging containers for various supermarket products can be reused by the
consumers for their household purpose. Also the cost of the product will be very less which
the consumer can afford. The bags and containers will be lighter and have more volumes that
can be reused by the consumers (Srivastava 2018). These factors will improve the brand
positioning of the product. The products will be distributed both in online and offline mode.
SMART objectives for the product launch
The main objective of this supermarket store is to increase the business growth and
grow successfully in the competitive market. This product will focus on increasing the sales
& revenue of the business through expansion of the customer base. Launching of the product
in the market will be expensive for the business and in order to do business expansion the
business will have make more expenses in the early stage of product development. Some of
the SMART objectives for initiating the product launch are discussed below:
 Product differentiation- There will be different brands of product available in the
store. The price of these products will be provided at a discount rate as compared to
other supermarket stores in the city. The products will be packed with reusable bas
and plastics that can be easily recycled. Customers can wash the bags that is packaged
with staple foods (Mahajan 2017). It will be packaged in such a way that the
consumers can easily handle the products and recycled for a sustainable future of the
business and the environment. The manufacturing process will use recyclable

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materials and the plastics that can be recycled again for the business use. This will
reduce the impact of plastics in polluting the environment. This is the most special
differentiation of the supermarket store. It will add value to both the customer and the
business sustainability.
 Promotion of the product solution- The product will solve the negative impact of the
product packaging system to the environment. This unique features of the product will
be properly launched in this stores (Fayvishenko 2018). This product will be efficient
for both the customer and the business. Recyclable containers and green packaging
strategy will sustain the business. The supermarket will be advertise to the public by
creating business event and market campaign (Williams and Van Triest 2017). In this
process, booklets and magazines will be delivered to the customers. The promotional
pricing strategy will be used in this process. Coupons and discounts will be given to
the consumers for better customer experience.
 Acquire the customers- The business will have an objective to open the supermarket
store within 7 weeks of the product launch. Accordingly the product will be
demonstrated to the target customers (Zhao 2019). The customers will also be
attracted by word of mouth strategy through discussion and influencing the customers
in the business event. Hence, these strategy will be used to promote the product and
attract the customers towards their business.
 Build the brand- Brand will be developed by adding colours and unique features to the
packaging system to attract the consumers. The customers can grab multiple types of
products in the display stores. In this way the consumers will be penetrated to the buy
the product (Cooper 2019). The supermarket products will be related with this brand
in terms of quality, experience and price. According to the size of the product the
containers of food items like coffee cups and grain containers will be designed to

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allow the customers to handle it easily. The staffs will help convince the customers to
buy more of the product by explain its features to them. This will help the business in
building the relationship of customer and the company.
These are the certain objectives that will be strategized before the product is launched
in the target market (Varela 2018). This will mainly focus on positioning the supermarket
within the target market. Hence, the product will be promoted on the basis of market
segmentation and will focus on brand positioning.
 Recommendations
Existing Competitors in the market
Winners Supermarket store is the leading supermarket that is located in Mauritius.
The company is specialised in developing websites of mobile phones. It offers different
variety of fruits, skincare product and food supplies with an affordable price. The competition
of retailer sector and supermarkets is also continuously growing the country market
(Ellickson 2016). This store will be beneficial and will become one of the top most
competitor of these businesses because, the business will attract the consumers in providing
discount products with an objective of recycle and reuse of the packaging and storage
containers (Yang and Wang 2018).
Marketing Mix
The promotion of supermarket products will be done depends on the marketing mix
strategy of the company. This tactic will help the business to promote its business. This is a
combination of total of seven elements that will focus on achieving the marketing strategy of
the business.

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1. Product- The products will be overlapped with various brands. There will be large
selection of products. It will be also overlapped with national retailers that have high
demand. The products will be packaged with such containers that can be reused by
the consumers in their household works (Wu and Li 2018). The containers and bags
will be plastic free and bags can be reused by simply washing it and use it in
household needs. The food items will be packed in such a way that it is handy for
use in such a way that it can be used by the customer at work and also for their
personal use. The products are packed in a way that it can be reused and recycled for
a sustainable future of the business and the environment (Chauhan 2019). The
manufacturing process should use recyclable materials and the plastics that can be
recycled again for the business use. This will reduce the impact of harmful energy to
the environment (Bahcecik, Akay and Akdemir 2019). This is the most special
differentiation of the product. It will add value to both the customer and the business
sustainability. This portfolio is the strongest point of the product (Khan 2018). This
type of supermarket stores will benefit the natural environment.
2. Price- The product can be easily affordable to every middle income customer groups.
Coupons will be given with certain products that can be purchased by the consumers
in their next shopping experience (Carillo, and Redondo 2018). The price of the
products will be affordable and lesser than other supermarket products. This is due to
the purchasing power of the consumers and to maintain the profitability margins of
the business. The product will be having a competitive pricing. The selling price of
the products will be set according to the competitor’s price. Based on this, the
discounts and coupons will be given to the consumers. The price strategy will depend
upon the external environment of the market. The company will save the cost by
reusing the materials for packaging the products.

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3. Place- The product will be initially launched and sell in the Port Louis capital city of
Mauritius. It will be located near the residential areas. The consumer packed products
will be replaced frequently as compared to the previous times. The wholesalers
channel will be associated with this business (Dadzie et al. 2017). It will be also be
distributed in several of small retail stores of the city and will be managed by the
customer service representatives of the stores and consultants. The business has plans
to expand its product outside the Mauritius. The product will be also distributed in
online. The customers can choose the product through their online websites and can
order it. The product will also be available in the official website of the business. The
suppliers will develop a reuse arrangements that can be recycled.
4. Promotion- The product will be promoted through advertisements, sponsorship and
unique packaging strategy in the products. Advertisements will be done directly to
the consumers of local community (Pogorelova et al. 2016). The staffs and marketing
teams of the stores will frequently in touch to communicate the messages to the
consumers. The business will also do advertisement in local newspaper and magazine
within the city. A proper description of the supermarket product will be described in
the newspaper and magazines (Osman et al. 2016). The product will be also
advertised online in social media platforms like Facebook and Instagram and also in
various shopping websites like Amazon. It will be also advertised in the business
websites. The packaging will be done with the plastics that can be recycled and reuse.
An eco-friendly promotion techniques will be used through printed forms for the
purpose of advertisements.
5. People- The supermarket product will be distributed in the retail stores. The
marketing teams and the staffs will be engaged in offering the product to the
customers. The people will be trained on environmental issues.