FRESH EXPRESS

Fresh Express

Introduction1

Discussion1

Task 1. Core Concepts1

Marketing concepts1

Marketing techniques2

Constraints and limitations3

Task 2. Business Plan3

Marketing Research3

Marketing Planning5

SWOT analysis5

PESTEL model6

Customer Groups7

Task 3. Marketing Mix8

Product8

Price9

Place9

Promotion10

People10

Process11

Physical evidence11

Conclusion11

References12

Food Express

Introduction

In this paper, we will discuss the setting up of own food operations business named as “Fresh Express” which is based on the idea that the food provided is fresh and fast. The paper will be based on discussing the marketing concepts and understanding and implementing those conceptsin business marketing in order to make it successful. The paper would also provide the business plan and marketing mix for products of “Fresh Express”.

Discussion

Task 1. Core Concepts

Marketing is considered as activity, set of institutions and is as a process for communicating, creating, exchanging and delivering offerings which provide value for clients, partners, society and customers at large. Marketing is considered as a process which is responsible for recognizing, anticipating and fulfilling customer's requirement in a profitable way.

Marketing concepts

Marketing is based on the following concepts:

The Production Concept: It is considered as one of the oldest concept used in business. It is based on the view that customers prefer those products which are inexpensive and available. Manager who focus on this concept achieve low cost, mass distribution and high production efficiency.

The Product Concept: This concept is based on the view that customers are focused on favoring those products which offer performance, innovative features and quality. Managers who focus on this concept emphasize on making more products and improving them with time(Blattberg, Neslin, 2003, p. 553).

The Selling Concept: This concept is used for directing a business. It is based on the view that if businesses and concepts are left alone will not be based on selling sufficient company product. As a result, the organization should undertake aggressive promotion and selling. A company should strongly believe on advertising and promoting its products. Promotion of products helps the company to get more sales and revenues. As well as, it helps the company to make their products different from other brands by promoting it in a different way.

The Marketing Concept: This concept challenges the above mentioned business concepts. Its central beliefs lies in 1960s. It is based on the key to achieve organizational goals for selling and consist of company being more real than competitive for delivering, communicating and creating customer value for customers(Bowman, 2010, p. 77).

The Societal Marketing Concept: This concepts is based on the determining the interest, wants and needs of target markets. It is based on delivering satisfaction to the customers effectively and efficiently than competitors. It is considered as the original concept of marketing.

Marketing techniques

In order to make the business successful there is a need to use effective marketing techniques. Adding new ideas to do business is considered as a successful idea for increasing sales of business. Furthermore, adding a new product or service to the business helps in achieving revenue and sales. It is considered as most significant technique. It is also necessary to become a valuable source for customers such as providing them information about the products help in ...