Unicorn Grocery: Entrepreneurial Marketing Report and Analysis

This report provides a comprehensive analysis of entrepreneurial marketing strategies for Unicorn Grocery, a small to medium-sized enterprise specializing in fresh, processed, and organic food products. The report begins with an executive summary highlighting key objectives, including increasing sales through social media marketing, expanding market share internationally, and growing the customer base. A detailed marketing audit is conducted, examining both internal and external factors. The SWOT analysis assesses Unicorn Grocery's strengths, weaknesses, opportunities, and threats, while the PEST analysis evaluates political, economic, social, and technological factors. The report then outlines the objectives of the study, focusing on enhancing sales, expanding market share, and increasing the customer base. The target audience is analyzed through segmentation, targeting, and positioning strategies, emphasizing the importance of understanding customer preferences and behaviors. The report also covers the social media zone, outlining the importance of social communities and social commerce. It then delves into experience strategies, activation plans, and budget management, providing a holistic view of the marketing approach. The report aims to guide Unicorn Grocery in developing effective strategies for growth, customer engagement, and market expansion.

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Entrepreneurial
Marketing

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
Marketing Audit .........................................................................................................................1
Objectives of the study................................................................................................................4
Gather sight into target audience.................................................................................................4
Social media zone.......................................................................................................................5
Experience strategy.....................................................................................................................6
Establish activation plan.............................................................................................................6
Manage and measure budget.......................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

EXECUTIVE SUMMARY
This present report is based on entrepreneurial marketing which says about an,
identification of threat and opportunities of unicorn grocery as it will aid company to capture
large amount of market share. Also, attract more customer as well as retain old customers for
long period of time. Along with this, various model and matrix help company to their profit and
growth at market. With the help of effective marketing strategy Unicorn can expand their
business at global level. To enhance their sales by 3% with the help of social media marketing
plan by next 3 months. On the other hand, company opt online platform for capturing large
amount of market share for expansion of business at international level by 3.5% by the end of
next 5 months. Lastly, company can increase customer base through adopting plan of social
media by 20% at the end of 3 months.
Marketing Audit
This is a systematic process which aids an organization for analysing and evaluating
business environment, their goals and objectives, principles, internal and external market
situation as well as its strategies (Miles and et. al., 2015). This is because it aids an implementing
a plan of action for enhancing marketing performance of a company well as identifying
opportunities and problems accordingly. In context of, Unicorn Grocery, it is a small medium
size enterprises which deals in fresh, processed and organic food products. On the other hand, it
focuses on general grocery, household and body care items as well as fair trade and local
sourcing. Marketing audit plays an essential role in Unicorn Grocery as they want to enter into
social media and for this, it is necessary for company to analyse both external and internal
market factor for future benefits.
Unicorn Grocery, opt SWOT analysis for identifying its internal position as this will help
company to get various opportunities by which firm will enhance their profit as well as growth at
competitive market place (Whalen and et. al., 2016). With the help of this tool, company can
improve its image and sustain for long period of time. The SWOT analysis of Unicorn Grocery
are mentioned as below:-
Strength Weakness
 Company should have various number
of outlets at market place as this aids
 The major weakness of Unicorn
Grocery is sometimes they do not

them for maximising profitability.
 Along with this, they must have
knowledgable and skilled staff so that
they can provide information to their
customers which will helps in creating
positive brand image at market place as
well as attracting customers towards
their brand ( Nijssen, 2017).
 This company provide wages and
salary on time to their employees or
workers that help Unicorn Grocery for
maintaining human resource in their
organisation at effectively.
provide products on time due to which
company not fulfil the demand and
requirement of their customers on
specified time.
 In every company, investment is
necessary but in case of Unicorn
Grocery which is small medium size
enterprises face problems as they have
less number of investors.
 Along with this, because of less number
of investors company do not opt hi-tech
technologies.
 This company focuses on attracting
customers by which they keep their
prices low as comparison to its rivalry
from. So it will remain low profit
margin at competitive market place.
Opportunity Threats
 With the help of social media, company
can enhance as well as expand their
business at global level.
 They also target both senior citizens
and infant child by providing healthy
and good quality of product according
to their taste and preference. This will
create its positive image in the market
place.
 The biggest thereat thereat for Unicorn
Grocery is its competitors that are
ASDA and JS supermarkets (Whalen
and Akaka, 2016). are as they both
have good position at market place.
 Its competitors used advanced
technologies by which they capture
large amount of market share but
because of low investment they do not

have hi-tech technologies. Furthermore,
this is the reason of moving of
customers towards competitors
products.
Whereas for analysing external factor, Unicorn Grocery opt PEST which are given as
below:-
POLITICAL FACTORS
 Unicorn Grocery should follow the Fair
Packaging And Labelling Act (FPLA)
as well as fresh and hygiene food
regulations. With the help of this,
company protect customers by the
motive of maintaining their health
effectively (Lodish and et. al., 2015).
 Company should check about the
polices of government which says
about its stableness at competitive
market place.
ECONOMIC FACTORS
 Company enhance their profit as the
government of UK implement VAT on
grocery items. This is a reason which
enhance their growth as well as sale
accordingly.
 This is necessary for company to check
tax rates, inflation rates as some
because of this factor social media will
become expensive.
SOCIAL FACTORS
 This factor create impact on Unicorn
Grocery because changes in lifestyle,
values, demographic, attitude and many
more create both opportunity and threat
for company.
 Nowadays, people become heath
conscious so they prefer fresh and
organic food for healthy life. This
factor is very good for Unicorn Grocery
as they offer fresh and organic food in
TECHNOLOGICAL FACTORS
 Unicorn Grocery Store should opt
advanced technologies for attracting
customers towards their brand as well
as retaining old customers for long
period of time ( Yang and Gabrielsson,
2017).
 Because of hi-tech technologies they
capture market share and maximise
their profit and sales.
 Company also makes good relationship

order to satisfying customers need and
requirement.
with customers by providing some
offers or vouchers which will restrict
them for moving towards other
competitors .
Objectives of the study
 To enhance their sales by 3% with the help of social media marketing plan by next 3
months.
 To capture large amount of market share by expansion of business at international level
by 3.5% by the end of next 5 months.
 To increase customer base through adopting plan of social media by 20% at the end of 3
months.
Gather sight into target audience
Segmentation- This step means to divide the whole market into many segments of
products which is provided by the company. Along with this, segmentation is done on various
basis such as Behavioural, Geographical and Demographic, and basis. In context of small
medium size enterprises i.e., Unicorn grocery where they segment the business into various
manner such as regional income, purchasing behaviour and lifestyles (Martin and Javalgi,
2016). With the help of social media marketing Unicorn targeted those people with have
different lifestyles for enhancing the demand.
Targeting- After segmentation, company target the audience on the basis of size, area,
growth rate and profit of market segment. Along with this, it means to focuses on group of
individual where company sell their product and services effectively. This is classified in
following ways that are age, gender, lifestyle, income, and location of customers. Furthermore,
these factors directly affect on buying behaviour of consumers. In context of, Unicorn grocery,
their target segment is senior citizens as well as health conscious people whose focuses on good
quality of products ((Tuten and Solomon, 2017). With the help of this, customers enhance their
standard of living in an effective manner. In addition to this, social media marketing plan, aids

company to attract ample number of customers towards their company so that they can capture
large amount of market share in specified period of time.
Positioning- This is the last stage which says about the image of company at competitive
market place through analysing customers perception on their product and services. Along with
this, company says about unique values and overall benefits of Unicorn Grocery that will aid
company for maintaining customer base (Scott, 2015). For instance, Unicorn Grocery Store offer
fresh and organic food stuffs, at low prices in good quality to potential customers. For this
company use tools of social media marketing like, LinkedIn, Facebook and may more for
promotion their product at marketplace.
Strategy- Social media marketing is good for companies for promoting their product and
services at large scale. In relation to, Unicorn Grocery prefer Facebook by the motive of
promoting promoting services and good as it will help company to attract customers towards it.
This is because, nowadays, most probably every single individual use Facebook so it is best
option for company to promote their product across the world. With the help of this, Unicorn
Grocery can grab the attention of customers by which company can enhance growth and profit
accordingly.
Social media zone
Social media marketing is a tool which aids companies for generating awareness about
their product and services at market place. In social media marketing tools includes blogs,
Facebook, Instagram and many more. Their are some zones of social medial that are described
as below:-
1. SOCIAL COMMUNITY- This channel means to maintain relationship with customers
by having a common interest. On the other hand, social communities says that it is a
process of two-way communication, conversation, transferring of experiences and
opinions and collaboration. Furthermore, the reason behind of using social communities
is to make long term relationships with their potential customers. In social communities
include many channels such as message boards, websites for evaluating consumer
reviews and enquiries and so on (Zimmerman and Ng, 2015). In context of, Unicorn
grocery social community aids in maintaining relationship with members and customers
of company. For example, Unicorn prefer CRM software so that they will analysing

buying behaviour of consumers. Also, this aids customers for sharing their experiences
accordingly.
2. SOCIAL COMMERCE- The main motive of this tools is to analyse the buying
behaviour of customers as well as their experiences. With the help of this social medial
platform Unicorn grocery can do buying and selling process of products and services
through online medium. In addition to this, various channels of social commerce, aids
company to analyse review of customers, rating, relationship and may more (Killian and
McManus, 2015).
Experience strategy
1. With the help of using social media company attract customers as well as maintaining
trust among customers. Along with this, customers also become loyal towards the
company.
2. Company effectively use application which build interest in customers accordingly.
3. The changes in websites layout which is based on environmental condition that help
Unicorn to attract large number of customers at market place.
Establish activation plan
For every company it is necessary to make marketing plan with the help of social media
so that company can identify the interest and demand of customers. In addition to this, company
used various promotional techniques for maintaining its position at competitive market place in
order to attain profit and maximising sales. On the other hand, company also provides
sweepstakes and special prizes to their potential customers, so that they will maintain interest on
companies product and services (Kilenthong, Hultman and Hills, 2016).
Whereas company should add new features on their existing products as well as on its
catalogue. In reference to this, they should gives advertising for enhancing awareness and base
of knowledge of customers. Moreover, Facebook is the platform which use Unicorn grocery for
providing information regrading its product which will increases the number of customer in
market.

Manage and measure budget
Unicorn grocer evaluate their performance by using social medial channel for knowing
about the taste and preferences of customers, their buying behaviour, their viewpoints or
experiences and many more. Along with this, they also analyse total check-ins and totals sales
on the website of the company because it will aid company to determine its position at market.
Furthermore, managers of Unicorn opt effective marketing strategy so that they will earn more
profit and expand business at international level (Whalen and et. al., 2016). On the other hand,
small scale business manage their fund in an appropriate manner as they have less number of
investors or limited amount of fund. Whereas, company should prepare effective budget play on
the basis of internal and external analysis. Also, this is the duty of manager of Unicorn for
measuring fund as it will help company to achieve their target in an appropriate manner.
CONCLUSION
As per the above mentioned report, it has been concluded that, both internal and external
analysis aid company for analysing its opportunities and threats effectively. Along with this, it
also examined that, STP approach says bout the overall functioning of an organisation which
makes the image of company at competitive market place. With the help of social media zones
and vehicles, experience strategies are examined. At Last, measures of deviations as well as
management of budget and cost has been analysed in this report.

REFERENCES
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