ISHS Acta Horticulturae 247: Research and Development Conference on Vegetables, the Market and the Producer
STRATEGIC MARKETING IN FRESH VEGETABLE RETAILING |
| Author: | Mark L. Chittick |
| Abstract:
Successful marketing strategies are all based on segmentation of the market place - differentiation of the product and concentration of resources. A market can be viewed in many different ways and each time the market-product pairing is varied, the relative competitive capacity is changed also. Segmentation implicity means identifying competitors and their resources relative to yours for each relevant market-product pairing. Successful market strategies in effect segment the total market in a way that minimises competitors strengths while increasing yours. The parallel in military strategy is "Isolating the battle field". The Franklins Supermarket chain's spectacular success in recent years against giants Coles and Woolworths is a classic example of astute segmentation. Similarly the Harris Farm Markets group have revolutionised the Sydney fresh fruit and vegetable market with precise positioning strategies. | |
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