Retail Marketing

Mission and purpose 1.1 Where are we? At the moment Drink-it is the food market attractor in the drinking segment. Besides the partnership has market treat in kitchen-cupboard and stock-still solid food segment, but it has no lead position in these segments. Drink-it does not invest in the frozen food segment. 1.2 Where do we want to be? The company aims to moderate the leading position in the drinking segment, with a minimal market share of 35 percent. Besides, Drink-it wants to expand to the frozen food market by first entering the sub segments of pensioners and children. In five years they want to partly dominate the frozen food market. Situation analysis 2.1External analysis 2.1.1. Macro analysis Porters five forces As Porter, M (1980) suggests; there are 5 competitive forces which include rivalry, buyer dicker power, supplier bargaining power, the threat of substitute offerings and barriers to entry. These factors are shown in the following determine (http://www.maxi-pedia.com/Five+Forces+model+by+Michael+Porter): Barriers to entry As we have rivet mainly in the drinks section we have solid nock awareness for our company Drinkit. We have created barriers to entry in the drinks market for all sub segments.

Our strong brand awareness and whacking investments into the drinking segment has created a competitive advantage oer the another(prenominal) companies, who did not largely invest in this market. Our company already posses the knowledge and technologies by which cost advantages are created to go by other companies in the market. Buyers Buyers needs are changing all over time, so we have to adopt our offerings regarding their needs. The buyer has the power to tilt from retailer easily since there are many companies in the market and there are no switching cost included. The customer only has the risk that he does not resembling the new bought product. Drinkit tries to serve the customer the best of all other retailers, because that makes that the... If you want to get a full essay, order it on our website: Orderessay

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