Fresh Fruit & Veg's Marketing Strategies

The marketing mix is the interaction of the four components that form marketing itself. Each of these elements have a crucial role in combining to assist a business in achieving its goals. Without the necessary links between product, price, promotion and place, a business will fail to succeed in achieving the goals of maximising profit, maximising growth, improving their share price and their total market share, as well as their various social and environmental goals. Businesses that prove the importance of the marketing mix in achieving their business goals include Bardot Hurstville,

The price component of the marketing mix outlines the amount paid in exchange for a particular product. The price paid for a good or service must be correlated …show more content…
The main way they do so is with the use of a combination of competitive pricing and market pricing. The store will regularly compete with the local IGA that is a few stores down the road from Fresh Fruit & Veg’s shop front by ensuring they sell at a slightly lower price. However in doing so, they are also careful and strategic to not go too far below the other prices at grocery stores in the market to maintain a positive cash flow and gain profits. They are able to use a differentiation of price given they are in a perfect competition market, which their competitors are also part of, thus their lower prices act as an enticer to consumers to preference their local store to the chain supermarkets with more expensive prices for the same goods. The goals that are ultimately achieved effectively and efficiently through this are increasing their market share through their advantage over competitors, as well as maximising their profits in continuing to bring in a positive cash …show more content…
The three components within this particular element are distribution channels, transportation and warehousing. Distribution channels focuses on the groups a product goes through prior to being received by consumers. The more groups a product goes through, the more expensive a product is by the time it reaches consumers. There are both direct and indirect channels, direct is when the product goes straight from the manufacturer to the consumer and is usually the cheapest option. Indirect channels are ones where products go from manufacturers to retailers, then to consumers, or through wholesalers prior to retailers and then into the hands of consumers. Transportation methods include road, rail, sea and air and each are used depending on where a product is coming from and what kind of product it is. The predominant way that place influences a businesses ability to achieve goals is through their chosen method to link production with consumption and how well they make this decision. If for example, their production process is undertaken geographically far away from their target market, an added cost will be made to send that product to their consumers. Similarly, place also relates to whether a business is able to operate in a variety of areas, the more areas they can operate in, the more revenue the will make leading to increased profits and increased