A Study by:

David QuirozCreighton Coleman

Angela HerreraMehmet Soykoks

Egg Market

Egg Market before Marvin Jabroby David

• Funded in 1981 by Abdul Asis

• Its name was “Egg Ranch.”

• Its size back then was 1200 sq ft.

• It was a Grocery store only.

• Marvin Jabro bought it in 1993 for 210,000 dollars.

Egg Market with Marvin Jabroby David

• It size grew to 4500 sq ft.

• A Meat Department, Food Service, and “Wire Money” Service were added.

• Its staff grew from 1 employee to 19 employees.

• Its sales grew from 375,000 (1993) to 2.3 million (2001).

Marvin’s Managerial Philosophyby David

• Extreme dedication to business

• Excellent qualities of goods and services

• Focusing on people who count

• Outgoing Customer Service

Target Market

Regular families60%

WIC10%

Food Stamps5%

Beer Drinkers20%

Drive by shopers 5%

Regular families

WIC

Food Stamps

Beer Drinkers

Drive by shopers

Market Life Cycleby Mehmet

• Pioneering Stage

• Acceptance Stage

• Maturity Stage (In between the saturation and turbulence stage)

Pioneering Stage by Mehmet

• New image for Egg Market

• Excellent quality in goods and services

• Egg market quickly gained market acceptance

Acceptance Stageby Mehmet

• Store expansion with new products and services

• Introduction of the meat department and Marvin’s Pizza

• Maximizing his gross sales with special event pricing

• Heavy competitive advertising

• Healthy profits

Maturity Stage (In between the saturation and turbulence stage)

• Intense price competition with loss-leader pricing

• Heavy competitive advertising to attract new customers

• Number of competitors stabilizes

• Profits peak

What is Marvin Jabro’s (Egg Market’s) “story”?

By Creighton

I. Reinventing Egg Market: “Product”

– Taking a loss

– Focusing on Quality

– Gaining positive relationships with vendors

II. Reinventing Egg Market: “Place”

– A diamond in the rough

– The remodel– Creating “homelike” atmospherics

What is Marvin Jabro’s (Egg Market’s) “story”?

By Creighton

III. Competing in Heavy Saturation: “Promotion”

– Gaining Vista’s market share

– Knowing his neighbors

IV. Competing in Heavy Saturation: “Price”

– Competing with other neighborhood markets

– Having an edge over the competition

– Taking a loss to produce a gain

Recommendations by Angela

• Continue focusing on "Place“

• Expand with caution

• "Promotion" with a focus on "Everyday low prices"

Continue focusing on "Place"by Angela

• Ambiance

• Store Location

Expand with cautionby Angela

• Unpredictable

• Costly

"Promotion" with a focus on "Everyday low prices"

by Angela

• Keep prices competitive on an everyday basis

• Advertise to surrounding areas.

Questions and Answers

THANK

YOUFrom:

Angela Herrera

Mehmet Soykok

Creighton Coleman

David Quiroz