This report outlines the marketing management strategy for Shop Veg, an m-commerce online vegetable store. It details the background and rationale of the business, emphasizing its aim to provide customers with a variety of vegetables and competitive advantages through offers and discounts. The report includes a macro and micro environmental analysis using PESTEL and SWOT frameworks, identifying political stability, high GDP, social standards, technological innovation, legal regulations, and environmental factors. Strengths include a wide product range, while weaknesses involve high variable costs and potential order cancellations. Opportunities lie in expansion, and threats arise from market competition and customer retention. The marketing objectives focus on increasing market share, achieving sales targets, and expanding into new countries. The strategy employs demographic, geographic, psychographic, and behavioral segmentation, targeting individuals with moderate to high incomes who are internet-savvy and appreciate online shopping. Ansoff’s Matrix suggests market development, and a differentiation strategy is applied for uniqueness. The marketing mix covers product (website and app), price (competitive), place (standard and express delivery), and promotion (advertising and digital marketing). The implementation plan outlines serial actions, responsible persons, timelines, and budgets for market research, environmental analysis, segmentation, objective creation, marketing plan development, and measurement/evaluation.
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