Marketing Plan Report: XYZ Grocery Store's Online Subscription Service

This report presents a marketing plan for XYZ Grocery Store, a newly established grocery store in Australia, focusing on its online application and subscription service. The report includes an executive summary, introduction, product description, and customer analysis using the STP model. It also incorporates an industry analysis utilizing Porter's Five Forces to assess competitive threats and bargaining power. The marketing strategy section outlines approaches to attract customers and generate revenue. The report concludes with a summary of key findings and references relevant academic sources. The core of the plan revolves around offering online grocery orders with a subscription model, providing discounts and automatic monthly deliveries to enhance customer convenience and loyalty. The analysis covers segmentation, targeting, and positioning strategies, alongside an evaluation of the competitive landscape within the retail food industry.

E-Business
and Marketing
Plan

EXECUTIVE SUMMARY
For an organisation marketing plan is as important as business planning because it
help them in enhancing customer based by attracting them towards their offerings. Market
planning is the procedure of organising as well as defining marketing aim of business firm as
well as gathering strategies and tactics for accomplishing them. In simple term it can be said
that solid marketing plan consist values of company, proposition, information related to target
market or customers, promotional strategies, distribution channels, budget allocation and
many more. This report is based on XYZ grocery store is newly opened grocery store. Along
with this, It is located at Cochranes Rd, Moorabbin VIC 3189, Australia.
XYZ grocery store is coming up with online application through which customers
can place order of their grocery online by subscription. In this, customer will get up-to 10%
off on their order along with this they will be able to get order place automatically on
monthly basis with up-to 10% off. For bringing something innovative it is important for an
organisation to target their customers before bringing innovation in market area. After
targeting customers, it is essential for an business firm to analyse industry in more effective
manner. So that current target market will analyse in effective manner which include taste,
preferences of customers. Apart from this, for bringing something innovative it is important
for an organisation to design their proper marketing strategy. So that, they will be able to
attract large number of customers and enhance their customers base as well as generating
high revenue.

INTRODUCTION...............................................................................................................................4
MAIN BODY.......................................................................................................................................4
Product description............................................................................................................................4
Customer analysis..............................................................................................................................5
Industry analysis................................................................................................................................7
Marketing strategy...........................................................................................................................11
CONCLUSION..................................................................................................................................12
REFERENCES..................................................................................................................................14

INTRODUCTION
Marketing plan is comprehensive document which outlines overall marketing efforts
of an business firm. In simple term it can be said that marketing plan is blueprint which
outlines how an business fir will implement their marketing strategy as well as utilise
combination to resources for accomplishing business objective that includes sales targets and
customer acquisition (Hollensen, 2019). In addition to this, due to ever changing environment
and marketing tool which are available modern days marketing plan is relatively short in
nature in comparison of traditional time. There are several things which included within
marketing plan such as introduction and broad objectives, marketing overview, market
landscape, SWOT analysis, specific objectives, brand strategy, promotional strategy as well
as actions, deadlines and budgets. In addition to this, it is important for an organisation to
design marketing plan in proper manner because it will help them in accomplishing goals and
objectives in proper manner as well as also assist in gaining long term sustainability in
business environment.
This report is based on XYZ grocery store is newly opened grocery store. Along with
this, It is located at Cochranes Rd, Moorabbin VIC 3189, Australia. Respective grocery store
will be going to bring their online application with some innovation of monthly subscription
and get up-to 10% discount. Along with this, order of grocery items will be placed
automatically on monthly basis which subscribed by customers. Main motive of bringing
such innovation is to grab attention of large customers and serve them in effective manner. In
addition to this, respective assignment will be going to describe product in detail which
include each and every feature related to it. Moreover, customer analysis and industry
analysis will be going to conduct by using suitable framework. Furthermore, marketing
strategy will also implement for gaining competitive advantages.
MAIN BODY
Product description
XYZ grocery store is newly opened grocery store. Along with this, It is located at
Cochranes Rd, Moorabbin VIC 3189, Australia. Respective grocery store in bringing
something innovative for attracting large number of customers and generating high revenue.
Thus, XYZ grocery store is coming up with online application through which customers can
place order of their grocery online by subscription. In this, customer will get up-to 10% off
on their order along with this they will be able to get order place automatically on monthly

basis with up-to 10% off. Such type of innovation will provide assistance to respective
grocery store in attracting large number of customers and generating high revenue. Because
people are now a days much busy in their professional life as they have less time to focus on
household activities which sometimes create issues such as empty boxes of grocery items
(Kotler and et. al., 2017). Thus, respective innovation of XYZ grocery store will provide
assistance to business firm in attracting large number of customers. As they feel free from
grocery purchasing and can pay high attention on their profession which result in their own
professional life growth.
Customer analysis
Customer analysis is important section of an organisation business plan or marketing
plan. In addition to this, customer analysis provide assistance in identifies target customers,
ascertain the customer needs as well as specifies how the product satisfies these needs.
Moreover, customer analysis is broken within two part i.e., behavioural profile (why product
matches customers lifestyle) as well as demographic profile (describing a customer’s
demographic attributes). By using secondary sources XYZ grocery store will gather
information and data about their customers in effective manner. As it has been already
discussed that which product is company brining as it will provide assistance in solving
problem of people related to purchasing grocery (Williams, 2017). As they will no longer
have to take tension about purchasing grocery because it will get delivery automatically
through subscription option which was available in online application of XYZ grocery store.
In addition to this, for XYZ grocery store company it is essential to implement
customer targeting strategy within their working. Because it will provide them assistance in
analysing which customer segment is suitable for company and provide assistance in serving
them within effective manner. For this purpose, STP model will be suitable it stands for
segmentation, targeting and positioning. As it is familiar approach within modern marketing
and it can be used by every type of business firm in easy manner. The STP model is useful
when creating marketing communications plans since it helps marketers to prioritise
propositions and then develop and deliver personalised and relevant messages to engage with
different audiences. In relation of XYZ grocery store, STP model are mention below:-
Segmentation – It is first step of STP model in which company segment their market
which simply means that company divide their market within group that based on some

criteria. There are numerous criterial which XYZ grocery store will select explanation of
these are as follows :-
 Demographics – In this market is divided on the basis of age, gender, income level,
education level, marital status, occupation, ethnicity and many more (Melchiorre and
Johnson, 2017).
 Geographic – Within this factor market is sorting through country, region, state or
province, city or urban area, neighbourhood and many more.
 Psychographics - Segmenting people by lifestyle, hobbies, activities, opinions,
religious views, political affiliation, entertainment choices, personality traits,
attitudes, etc. While demographic information explains “who” your potential
customer is, psychographic information explains “why” they buy.
 Behavioural - Breaks down market by how customers use the product, including how
the purchase was financed, brand loyalty, usage level, key benefits sought/key
features used, etc.
In relation of XYZ grocery store market will segment n the basis of behavioural because
there are several people who still don’t like to purchase products online (Guo and et. al.,
2018). Thus, market will selected on the basis of online purchasing.
Targeting – It involve deciding which segment has company identifies more
attractive. This simply means that company trying to determine commercial attractiveness of
each and every segment. Explanation of these factors are as follows :-
 Size – It is related to segment size and its potential growth in size.
 Profitability – This segment is prepared for paying most for company’s product as
well as services. Along with this, it also determine what is lifetime value of
customers.
 Ease of reach – This will decide on the basis that what will be easy to reach the
market with marketing as well as can distribution network will be easy to reach
selected segment.
On the basis of behaviour factor market will be segment because it will be easy for XYZ
grocery store to approach customers on the basis of their behaviour (Opresnik, 2018). In
addition to this, respective company will approach more profitable segment so that they will
generate revenue and will able to attract large number of customers towards them and fulfil
there needs and wants within effective manner without facing any difficulties.

Positioning – It is final step of STP model where company map out different
variables considered within last two steps and position product differently within rivalry
market and customer mind. If USA Food deliver & pickup company take unique position
within market as well as in marketing terms this is named as value proposition. In addition to
this, there are three standard ways which company can use for position products to
accomplish competitive advantages. Explanation of these are as follows :-
 Functional position – It is related to solving problem or providing a benefit to
customers.
 Symbolic positioning – This is related to enhancing self-image, ego as well as
belongingness needs of customers.
 Experiential positioning – It is related to focusing on those elements related to
products or brand which connect emotionally with customers.
XYZ grocery store focus on functional position because offering of respective company focus
on solving problem as well as providing benefits of customers (Han and et. al., 2019). Thus,
with the assistance of these strategies company will be able to serve their customers in more
effective manner as they focus on segment in more effective manner.
Industry analysis
Industry analysis can be describe as the function of business that will help in
identifying and analysing different aspects about industry in order to perform business
activities in more effective manner (Frost and Strauss, 2016). This helps organisation to
analyse and evaluate market area in which organisation is performing its functions and
offering products to customers. XYZ grocery store is dealing in retail industry which is one
of the largest industry that is providing different types of products and services which is
accurate to the needs of customers. Industry analysis includes process that will assist in
determining different facts and features of market area. It is important for respective company
to take decision which is according to the analysis of industry and support in gaining
competitive edge over other rival companies.
Competitive analysis - Porter’s five force model is a significant model that will help
company to analyse strategies and offering of competitors in order to take better decision for
growth and development of business (Filipe, Marques and de Fátima Salgueiro, 2017). This is
effective strategy management tool that will help XYZ grocery store to identify different

forces of market area that have impact on decision making process of business. Porters five
force mode in context of XYZ grocery store is mention below:-
 Threat of new entrants – This force refer to the impact on business due to increase
in new entrant organisation in market area. In food retail industry new entrant
organisation will lead to bring new idea and innovation in way of business process
and performance. XYZ grocery store is a small and medium sized organisation that be
affected by new entrant in market area. In order to overcome the challenges that is
faced by organisation due to new entrant, respective company is considering new and
innovative approach for attracting customers (Saura, Palos-Sanchez and Correia,
2019). Threat for new entrant force will lead to have moderate impact on business and
its performance.
 Bargaining power of suppliers – There are numerous suppliers for food retail
company is Australia market area. Most of the organisation which is dealing in Food
products and services are collecting raw material for different types of suppliers
(Willian and et. al., 2018. Due to this the power of suppliers decrease and this force
will lead to have low impact on XYZ grocery store. It is essential for this organisation
to develop effective supply chain with different suppliers. So that this organisation
can perform business task in more accurate manner.
 Bargaining power of buyers – It has been analysed that buyers are very demanding
and this lead to impact over sales and profitability of XYZ grocery store (Chen and
Huang, 2016). This organisation is dealing in small market area and high demand of
customers will lead to increase the bargaining power of buyers on business. High
bargaining power of customers will lead to impact on profitability of respective
company. In order to overcome this issues XYZ grocery store should focus on
developing customer base as this will help in minimizing the impact of buyers
bargaining power.
 Threat of substitute products – This includes all those products and services which
is able to meet with the need and requirement of customers. XYZ grocery store is
dealing in retail food sector which includes various companies that is providing
different types of food products in order to meet with the needs of customers. Low
switching cost to customer will lead to have moderate impact of this force on
business. Respective company should focus on providing new and different products
and services that is innovative for customers.

 Rivalry among existing players – Food retail industry is highly competitive industry
that include large number of companies in same market area. XYZ grocery store is a
small size company which s dealing in completive environment that lead to increase
the threat of rivalry among existing players. This force have high influence on
business performance and profitability.
Structure of market - There are different forces that is driving in order to perform
business activities and operation in Australia market. The major forces that will affect
functioning of organisation includes threat of rival companies, new entrant and bargaining
power of customers. All of these forces will lead to have impact in performance and
productivity of organisation as well as impact on sales of business. It is important for XYZ
grocery store to consider this structure of business while conducting business operations. By
overcoming these threat respective company will be able to increase its organisational
activities in market area as well as gaining competitive edge over other companies.
Social and cultural factors - There are several social and cultural factors that will lead to
have impact on business and its operations. It is essential for XYZ grocery store to consider
cultural and social factors while taking business decision as well as implementing
organisational activities. Social and cultural factors includes different element such as
family, status, religion, perception, attitude, belief, customers and many other factors
(Chatterjee, Chowdhury and Roy, 2018). XYZ grocery store needs to customers social and
cultural factor of new market area as well as determine the needs or wants of customers. This
will help in influencing customers towards respective company in order to sale products.
Technology- This refer to the new and innovative techniques or technology that is used
by organisation in order to provide its products and services to customers. XYZ grocery store
is considering innovation in its business operation in more to promote and sale products and
services to potential customers. Respective company is considering online application for
delivering its products to customer. This is innovative technology that will lead to enhancing
grocery shopping experience of customers through subscription techniques. Technology that
is used by XYZ grocery store will help in providing ease to customers for purchasing
different types of products online. Subscription technology will provide different offers and
discount of customer. technology factor will support respective company in gaining
competitive advantage over other competitors’ company is market.

SWOT analysis - This is consider as the effective business tool that will assist in
identifying and analysing different factors of business environment that will affect
functioning of business (Chaffey, Hemphill and Edmundson-Bird, 2019). SWOT analysis
will help in determining internal and external factors of respective company as well as better
decision-making process for growth of organisation. Strength and weakness are internal
factors whereas opportunity and threats are external factors. SWOT analyse XYZ grocery
store is mention below in detail.
Strength Weakness
XYZ grocery store is providing different
types of high-quality products and services
which is able to meet with the requirement
of customers. This company has developed
strong brand image in market area which
can be consider as its strength.
This company is performing business
activities through online application that is
one of the major strengths of this
organisation. Online application and
subscription will lead to attract more
customers towards business as well as
increasing profits of organisation.
This organisation has effective market
research team that is effective for
understanding needs and requirements of
customers in appropriate manner. This
strength of business help in increasing
loyalty of customers towards business.
There are different elements of business that
could be consider as weakness as this will
lead to affect the performance and sales of
organisation products.
XYZ grocery store employees in not able to
management financial resources in correct
manner which will lead to have negative
impact on business activities. lack of
capability of employees for performing
different business task in more accurate
manner lead to decrease in capability of
respective organisation.
XYZ grocery store is dealing in small
market area which is one of the major
weaknesses of organisation. Due to this
weakness respective company is not able to
full fill the needs and wants of different
customers (McKeever, 2016). This
weakness affect the overall market share of
company.
Opportunity Threat
There are several opportunity for company
is market are that will lead to boost the
XYZ grocery store have threat for different
external factors of market area that will lead

performance and capability of organisation.
External market of business is filled with
various opportunity for XYZ grocery store
that will lead to increase its sales and
profitability.
Respective company have opportunity to
target new market area by offering its
products. This will help in enhancing
customer base and market share of XYZ
grocery store. It is crucial for this company
to provide training and development to its
employees that will lead to increase their
performance.
Training will help in improving capability
of staff member to conduct business task in
more effective manner as well as use new
technology in correct manner. This
organisation should use different marketing
techniques in order to enhance awareness
about products and services of XYZ grocery
store to different customers.
to affect the performance of business.
Highly competitive market area is the major
threat for this business as its will lead to
affect sales and profits of business. Changes
in market trends as well as rules of
government is a threat to respective
company as this will directly influence
performance of company.
Marketing strategy
Marketing is related to activities which company undertakes for promoting the buying
or selling of products as well as services. In addition to this, marketing includes advertising,
selling as well as delivering products to customers or other business firms. Moreover, some
marketing in done through affiliates on behalf of an corporations. In simple term, marketing
is activity, set of institutions and proceeding of creating, delivering, communication as well
as exchanging offerings which have values for clients, society, partners and customers at
large. Along with this, marketing is related to the activities of business in relation of buying
and selling offerings of company (Jin, 2017). It includes finding out what consumers want
and determining whether its is possible for producing it at right price. For conducting

marketing strategy, it is important for company to decide promotion and price strategy.
Explanation of these are as follows :-
Promotion – It is important for an organisation to promote offerings of XYZ grocery
store so that they will be able to grab attention of people in more effective manner. There are
several promotional tools such as Advertising, print media, social media tools and many
more. In simple term it can be said that, main motive behind conducting promotion strategy
of an business firm is to gain attention of people and increase large customer base. Thus,
XYZ grocery store is bringing online application which help in attracting large number of
customers (Namin and Dehdashti, 2019). Respective grocery company will going to conduct
their promotion by using social media tools such as Facebook, twitters, LinkedIn and many
more.
Price – Company using premium and economic both pricing strategy both so they
will be able to attract large number of customers in more effective manner (González-Benito,
Martos-Partal and Garrido-Morgado, 2018). If company have both type of offering then they
will be able to attract large number of customers in better manner.
Analytics – By using secondary data XYZ grocery store will be able to gather
necessary information about there customers in more effective manner which will provide
assistance to them in fulfilling need of customers and getting them satisfy (Kumar, 2018).
Budget of Company XYZ grocery store
Insurance and financial
Small Loans 6000
Credit card 1000
Insurance 3000
In case of emergencies 1000
Furniture and building
Shelfs 2500
Tables and Tops 1500
Computers 3000
Additional store house 2600
Transport and language 1800
Salaries 3000
CONCLUSION

After going through above discussion it has been summarised that, marketing plan is
important for an organisation while they are coming with something innovative in market
area. As it will provide assistance conducting overall activities in effective by designing
budget conducting market analysis in effective manner so that better outcomes will be gained.
In simple term it can be said that marketing plan is blueprint which outlines how an business
fir will implement their marketing strategy as well as utilise combination to resources for
accomplishing business objective that includes sales targets and customer acquisition. There
are several major steps which an organisation have to conduct or implement within their
working while bringing something new or innovative in market area. First they have to
analyse customers to whom company will target for selling their innovative offerings as well
as it is essential to describe product to targeted audience. By using STP model company will
able to analyse as well as target their customers in more effective manner.
Along with this, it is also important to conduct industry analysis in which company
will going to conduct their operation. Main motive behind conducting industry analysis is to
identify competitive analysis and for this porter’s five force analysis will be effective. With
this, model it is important for company to analyse social factors, cultural factors and
technological factors as well as it is important for an organisation to Conduct SWOT because
it will provide assistance in external analysis. Apart from this, while bringing something
innovative it is essential for an business firm to implement proper marketing strategy within
their working as it will provide assistance in grabbing attention of people in more effective
manner.

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