a study by: david quiroz creighton coleman angela herrera mehmet soykoks egg market
Post on 04-Jan-2016
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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"
"Promotion" with a focus on "Everyday low prices"
by Angela
• Keep prices competitive on an everyday basis
• Advertise to surrounding areas.
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