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1222000
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CONTENT
I - Introduction
II - The background of the market
Market share
CompetitorsConsumers
Special time
Segmentation
III Unique Selling Points
IV Threats and Opportunities
V Recommendations
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Introduction
. Small family supermarket chainFounded in 1847 by Edwin J Booth
. Specificity : regional supermarkets (North England)local products
. 26 stores located in the north of England
. Headquarters in Preston
. 250 millions in 2009 (+5,4%)
. 3000 employees
. Edwin Booth's philosophy :
Sell the best goods available, in attractive stores,
staffed with first class assistants.
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MARKET SHARE
o Oligopoly market
o Strong competition
o Smaller player : 0.3%
Booths
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COMPETITORS
The Big 4 Tesco ASDAMorrisons Sainsburys
Other ethical supermarkets
47% of British shoppers spending on food in supermarkets
BRAND RATING
Co-op supermarkets 7
Booths supermarkets 6.5
Farmfoods supermarkets 6.5
Budgens supermarkets 6
Londis supermarkets 6
Mark & Spencer supermarkets 5.5
http://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspx
The higher the rating the more ethical the brand.
http://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspxhttp://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspx7/29/2019 Booths - Strategic Marketing Management
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CONSUMERS
ETHICAL CONSUMERS
Since 2006, BOOTHS focus on a green issue
comfortable standard living consumers
price of products
environment-conscious consumers
local products (less transport,focus on local activity)
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Product segmentation
2/1/2013
Product classificationFoods: fresh, hot, gerneral
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2/1/2013
Product segmentation
Drinks:water, cola, energy drink,bizzy drink, and wine
E.g wine
Homecare: baby, pet, toilet
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SEGMENTATION
Who buys
Economic conditions
Demographic
psychology
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SEGMENTATION
Where it is bought
Location:
Far from the city centre
Suburbs
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SEGMENTATION
Purchase frequency:
daily
weekly
monthly
Booths open every day
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UNIQUE SELLING POINTS
o Fresh products
o Typical north English products
o Products and brands which directly come from other countries
Meats
80% of the fresh meat is regionally sourced.
Cheese
Local, national and continental with over
90 varieties to choose from.
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SWOT ANALYSIS
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STRENGHTS
o High quality product
o Wide product range in foods and drinks
o Big car park
o Comfortable buying atmosphere
o Good market segmentation
o Strong regional suppliers
o A very strong label position
STRENGHTS
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WEAKNESSES
WEAKNESSES
oPrice - very high
o Location - far away from city centre
o Lack of promotion - less advertising
o Limited choice of non-food products, such as household ware
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OPPORTUNITIES
OPPORTUNITIES
o Government and people preoccupations concerning fresh products
Booths USP : high quality products and organic food
o Brand identity
Brand image in customers heads
Boothsrefers to quality
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THREATS
4 BIG THREATS
o Strong competition
from other supermarkets
from other types (One Stop, small stores, etc )
o Material price
. Product from global
. New products ?
. Requirement from global
. More export
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THREATS
o Global marketing
o Local economy
. High unemployment rate
. Economic crisis
. Financial windstorm, debt crisis
. GDP
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RECOMMENDATIONS
RECOMMENDATIONS FOR BOOTHS
. Product
. Price
. Promotion
. Place
. Service
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RECOMMENDATIONS
Product strategy
maintain the product advantages
high quality; complete varieties
extend the private lable product
keep the product sourcing & inventory
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RECOMMENDATIONS
Price strategydiscount pricing
quality eg: dozen cheaper than odd sale
festival eg: Christmas
student
psycological pricing
break even point sales
buy one get one free
oddment eg: 1.96 is much cheaper than 2
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RECOMMENDATIONS
Promotion strategy
advertising
public & social relations
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RECOMMENDATIONS
Place strategy
open more convenient store
location choice
eg: near the shopping center
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RECOMMENDATIONS
Servicesmiling service
after-sales service
eg: online-shopping; delivery
weak peoples' facilities & service
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THANK YOU FOR YOUR
ATTENTION
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