A marketing program for Stop N-Shop Mart
Unpublished Project (MBA)
Call Number: HF5415.12.P6 .R39 1996 SGP
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The purpose of the project was to develop a marketing program for Stop’n-shop Mart, based on the target market and the four Ps of the marketing mix—product, place, price and promotion. Stop’n-shop Mart is a convince store with two sections: a grocery section and a video center incorporated with a gift shop. For data collection, a tool was administered to customers who came to the store and two hundred individuals responded. Most customers were women who came to the store for groceries. Male customers came mostly to rent videos. Most customers came from large households, and had been patronizing the store for the past two years. Customers averaged two visits per week to the store. Although the product quality was considered satisfactory, the product diversification was weak. The store was strategically located near its customers. However there was not enough space within the store. The store relied on chance and word-of-mouth to promote its products and services. The overall strategy depends on the competitive environment. If the only competitors in town are the existing stores and supermarket, Stop’n-Shop could compete with these by using a differentiation strategy. However, if a shopping mall is built, the store could either be a follower, or a market nicher. In both positions, the store could make profits by using a differentiation strategy. However for the follower the risks are bigger. It was therefore recommended that Stop’n-Shop Mart position itself as a market nicher. The two target markets could be female customers living around the store and individuals coming for videos. The store could encourage product and store loyalty from customers by providing personalized customer service. The short-terms objectives concerned a diversification of products and brands and a revision of the gift section. The shelves and products should be rearranged and the store expanded to allow more space. More promotion should be done, such as sales promotions, distribution of samples and pamphlets, and widow displays. The store’s employees need to learn communication skills and provide extra services to distinguish the store from others.
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