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DorMartDorMartMarketing Management
Final Group Report
Group 10 Members:
9562525 計弘達 Paul Chi 9562505 陳永昌 Owen Chen 9562536 呂淨君 Caren Lu 9562539 楊雅琳 Jocelyn Yang 9562540 蔣志銘 Jimmy Jiang 9662509 洪久媄 Laura Hung 911038 李欣怡 Angella Li
Instructor: Dr. Charles Trappey
Marketing Management-Group Report-DorMart 2
AgendaAgenda
• Situation Analysis• Marketing Strategies• Financials, Budgets, and Forecasts• Controls
Marketing Management-Group Report-DorMart 3
Situation AnalysisSituation Analysis• DorMart: Leading supermarket brand
for 20 years in Taiwan.• Online shopping is mature in Taiwan.• New strategy: Provide “Door to Door
Service” to customers, but existing stores are still the major force of the revenue.
Marketing Management-Group Report-DorMart 4
DorMart ExpressDorMart Express
• Website based supermarket service.• Target Segmentations: busy office
workers, the handicapped, or people who don’t have time to go outside.
Marketing Management-Group Report-DorMart 5
Market DemographicsMarket Demographics
• We target busy office workers as our main “DorMart Express” users.
• Ages: Twenty-five to fifty.• Areas: Busy cities such as Taipei and
Hsin-chu.
Marketing Management-Group Report-DorMart 6
Market Trends and GrowthMarket Trends and Growth• Present Supermarket Situation:
Traditional non-door-to-door stores, which is extremely competitive.
• Modern lifestyle is busy.• Online shopping is very mature.• Therefore, supermarket door to door
service can be the new trend and creates new profits for DorMart.
Marketing Management-Group Report-DorMart 7
SWOT AnalysisSWOT AnalysisStrengths Weaknesses
Leading supermarket positionProduct expertiseAbundant resourcesGood relationship with suppliers
Lack of door to door experienceDifficulty of changing consumer habits
Opportunities Threats
Participation in a new era of purchasing styleIncreased sales volume & profit
Future new entrantsExisting online websitesConvenience stores
Marketing Management-Group Report-DorMart 8
ServicesServices
• Door to door service- 24 hours online service (designated time and location).
• B2C business service for daily necessities purchasing.
• Customer can order by DorMart online service, phone calls, and FAX.
• Thousands of products selection. • Easy pay method including credit card,
ATM transferring accounts, or cash payment.
Marketing Management-Group Report-DorMart 9
Keys to SuccessKeys to Success• 24 hours procurement service are
convenient to customer. • Door to door service can save
customer’s time for walking around purchasing in stores and goods transportation.
Marketing Management-Group Report-DorMart 10
Keys to SuccessKeys to Success• Using procurement information data base,
and data-mining technique, DorMart can analyze the consumers into segments and provide the right advertisements that would minimize the advertising cost.
• We own the advantage of existing operation system. Thus, it will lower the operation cost.
Marketing Management-Group Report-DorMart 11
Critical IssuesCritical Issues
• Fast and just-in-time delivery service take more transportation manpower.
• Customer complains cannot be solved immediately, ex ill goods can not swap immediately.
Marketing Management-Group Report-DorMart 12
ChannelsChannels• Consumer can drop order trough web
site, phone calls, or by fax. • Pay by credit cards, ATM, or cash . • DorMart’s advertising channel will be
through web Portal sites, TV commercials, newspaper, magazines, radio broadcasting, credit card pamphlets, and handbill.
Marketing Management-Group Report-DorMart 13
MacroenvironmenMacroenvironmen
tt • DorMart’s revenue grew 5~1O% each past
years. Due to internet’s prevalence, door to door business increase rapidly.
• Nation’s income growth also increases 5% in daily expenditure of necessities per year in Macroeconomics.
• The busier people are, the more convenient shopping requests there will be.
• Currently, door to door service only occupies about 30% of the procurement business. So, there will be great potential in door to door business.
• From questionnaire investigation, door to door business have 42% potential of whole business which is great inspiration to DorMart.
Marketing Management-Group Report-DorMart 14
SStrategy Pyramidtrategy Pyramid
• Build up an easy-to-use internet environment.
• Create a streamlined logistic system.• Create promotion activities and sales
pitch.• Bond specially selected products for
everyday sales or special seasons.
Marketing Management-Group Report-DorMart 15
Marketing MixMarketing Mix
• DorMart is not only a retail business, but also provides door to door service.
• DorMart selectively keeps the lowest price for some products, like cola, milk and instant noodles.
• Send E-mail to DorMart members to remind our weekly promotion
• Place advertisements on major Portal sites, like Yahoo, and other channels.
Marketing Management-Group Report-DorMart 16
Marketing MixMarketing Mix
• DorMart sends questionnaires to customers to improve service.
• DorMart analyzes customers’ purchasing history to meet and stimulate customer requirements.
Marketing Management-Group Report-DorMart 17
Market MissionMarket Mission• Quality• Freshness
• Convenience– Anywhere– Anytime
Marketing Management-Group Report-DorMart 18
Market ObjectiveMarket Objective
Customer Growth Forecast (% )
1822 25 28
32
0
10
20
30
40
1 2 3 4 5
Market Share Forecast (% )
30 35 4048
55
0
20
40
60
1 2 3 4 5
Leading the future
63.8% use Internet ---from III31.8% shop online ---from III
Marketing Management-Group Report-DorMart 19
Market ObjectiveMarket Objective
Total Growth (%)
5.47.7
1013.44
17.6
0
5
10
15
20
1 2 3 4 5
Marketing Management-Group Report-DorMart 20
Finance ObjectiveFinance Objective• 7500 K household ---from RIS
Y
total household (K)
target percentage (%)
target household (K)
market share (%)
our customer (K)
purchasing power annual (K NTD)
sales annual (K)
1 7,500 18 1,350 30 405 24.0 9,720
2 7,500 22 1,650 35 578 25.2 14,553
3 7,500 25 1,875 40 750 26.5 19,845
4 7,500 28 2,100 48 1,008 27.8 28,005
Marketing Management-Group Report-DorMart 21
Target MarketTarget Market• Busyness
– Double Income– One parent Family– Business trap
• Laziness– Rain – Cold – Traffic
• Inconvenience– Old– Baby– Disability
Marketing Management-Group Report-DorMart 22
PositioningPositioning• Professional
– traditional supermarket experience
– transportation
• Easy– Order online, Phone calls, FAX– Pre-view e-DM
• Service
Marketing Management-Group Report-DorMart 23
Financials, Budgets, and Financials, Budgets, and ForecastsForecasts
Break-even Analysis:Break-even Analysis : $: 1,000Sales Break-even $ 15,000
Assumptions :Average Per-Order Gross Margin %
20 %
Average Per-Order Variable Cost %
80 %
Estimated Fixed cost $ 3,000
Marketing Management-Group Report-DorMart 24
Sales ForecastSales Forecast Sales forecast
Sales Year 1 Year 2 Year 3 Year 4
Fresh Food $ 4,600 $ 6,420 $ 9,500 $ 13,800
Commodity $ 5,120 $ 8,133 $ 10,345 $ 14,205
Total sales $ 9,720 $ 14,553 $ 19,845 $ 28,005
Direct Cost of Sales
Fresh Food $ 3,680 $ 5,136 $ 7,600 $ 11,040
Commodity $ 4,096 $ 6,506 $ 8,276 $ 11,364
Total Cost of sales $ 7,776 $ 11,642 $ 15,876 $ 22,404
Marketing Management-Group Report-DorMart 25
Expense Forecast and Expense Forecast and Contribution MarginContribution Margin
Marketing Expense Budget
Marketing Expense budget
Year 1 Year 2 Year 3 Year 4
Web site $ 300 $ 100 $ 100 $ 100
Advertisements - - - -
Printed Material - - - -
Total marketing Expenses
$ 300 $ 100 $ 100 $ 100
Marketing Expense/sales
3% 1% 1% 1%
Contribution Margin ($1,356) ($189) $ 869 $2,501
Contribution Margin/Sales
-14% -3% 4% 9%
Marketing Management-Group Report-DorMart 26
CONTROLSRevenue: monthly and annual
Expenses: monthly and annual
Customer satisfaction
Customer analysis
New product development
Marketing Management-Group Report-DorMart 27
Implementation Milestones
Milestones Plan
Milestones StartDate
FinishDate
Budget Man-ager
Dept..
Marketing plan completion
Web site completion Advertising
campaign Marketing activities First batch: Taipei ,Hsin-chu Second batch: Tao-yuan, Chung-li,
Tai-chug, Taiwan, Cashing
1/1/08
1/1/08
2/1/08
4/1/08
9/1/08
9/1/10
2/15/08
3/31/08
6/30/08
12/30/08
$ 0
NT$1,000,000
NT$300,000
NT$300,000
George
George
George
George
George
George
Marketing
Marketing
Marketing
Marketing
Marketing&Relatedmanagers
Marketing&Relatedmanagers
Marketing Management-Group Report-DorMart 28
Marketing Organization
The first will be to put T-bar, posters and broadcasting within the supermarkets .
The second marketing method will be advertisements placed in numerous channels.
On line channels: Yahoo, Google, MSN, Yam, etc
Other channels : TV commercials, newspaper, magazines, radio broadcasting, and credit card pamphlets
Marketing Management-Group Report-DorMart 29
Contingency Planning
Where: Busy cities such as Taipei and Hsin-chu
How :DorMart has many years of experiences, we have original customer already and would like to enlarge the guest group
Who :who do not have the time to go shopping, who is not convenient to go shopping ( the elder, disabled one), who don’t have transportation vehicle
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