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DorMart

DorMart. Marketing Management Final Group Report. Instructor: Dr. Charles Trappey. Group 10 Members: 9562525 計弘達 Paul Chi 9562505 陳永昌 Owen Chen 9562536 呂淨君 Caren Lu 9562539 楊雅琳 Jocelyn Yang 9562540 蔣志銘 Jimmy Jiang

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DorMart

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  1. DorMart Marketing Management Final Group Report Instructor: Dr. Charles Trappey Group 10Members: 9562525 計弘達 Paul Chi 9562505 陳永昌 Owen Chen 9562536 呂淨君 Caren Lu 9562539 楊雅琳 Jocelyn Yang 9562540 蔣志銘 Jimmy Jiang 9662509 洪久媄 Laura Hung 911038 李欣怡Angella Li

  2. Agenda • Situation Analysis • Marketing Strategies • Financials, Budgets, and Forecasts • Controls Marketing Management-Group Report-DorMart

  3. Situation Analysis • DorMart: Leading supermarket brand for 20 years in Taiwan. • Online shopping is mature in Taiwan. • New strategy: Provide “Door to Door Service” to customers, but existing stores are still the major force of the revenue. Marketing Management-Group Report-DorMart

  4. DorMart Express • Website based supermarket service. • Target Segmentations: busy office workers, the handicapped, or people who don’t have time to go outside. Work So Busy, Shop So Easy Marketing Management-Group Report-DorMart

  5. Market Demographics • We target busy office workers as our main “DorMart Express” users. • Ages: Twenty-five to fifty. • Areas: Busy cities such as Taipei and Hsin-chu. Marketing Management-Group Report-DorMart

  6. Market Trends and Growth • Present Supermarket Situation: Traditional non-door-to-door stores, which is extremely competitive. • Modern lifestyle is busy. • Online shopping is very mature. • Therefore, supermarket door to door service can be the new trend and creates new profits for DorMart. Marketing Management-Group Report-DorMart

  7. SWOT Analysis Marketing Management-Group Report-DorMart

  8. Services • Door to door service- 24 hours online service (designated time and location). • B2C business service for daily necessities purchasing. • Customer can order by DorMart online service, phone calls, and FAX. • Thousands of products selection. • Easy pay method including credit card, ATM transferring accounts, or cash payment. Marketing Management-Group Report-DorMart

  9. Keys to Success • 24 hours procurement service are convenient to customer. • Door to door service can save customer’s time for walking around purchasing in stores and goods transportation. Marketing Management-Group Report-DorMart

  10. Keys to Success • Using procurement information data base, and data-mining technique, DorMart can analyze the consumers into segments and provide the right advertisements that would minimize the advertising cost. • We own the advantage of existing operation system. Thus, it will lower the operation cost. Marketing Management-Group Report-DorMart

  11. Critical Issues • Fast and just-in-time delivery service take more transportation manpower. • Customer complains cannot be solved immediately, ex ill goods can not swap immediately. Marketing Management-Group Report-DorMart

  12. Channels • Consumer can drop order trough web site, phone calls, or by fax. • Pay by credit cards, ATM, or cash . • DorMart’s advertising channel will be through web Portal sites, TV commercials, newspaper, magazines, radio broadcasting, credit card pamphlets, and handbill. Marketing Management-Group Report-DorMart

  13. Macroenvironment • DorMart’s revenue grew 5~1O% each past years.Due to internet’s prevalence, door to door business increase rapidly. • Nation’s income growth also increases 5% in daily expenditure of necessities per year in Macroeconomics. • The busier people are, the more convenient shopping requests there will be. • Currently, door to door service only occupies about 30% of the procurement business. So, there will be great potential in door to door business. • From questionnaire investigation, door to door business have 42% potential of whole business which is great inspiration to DorMart. Marketing Management-Group Report-DorMart

  14. Strategy Pyramid • Build up an easy-to-use internet environment. • Create a streamlined logistic system. • Create promotion activities and sales pitch. • Bond specially selected products for everyday sales or special seasons. Marketing Management-Group Report-DorMart

  15. Marketing Mix • DorMart is not only a retail business, but also provides door to door service. • DorMart selectively keeps the lowest price for some products, like cola, milk and instant noodles. • Send E-mail to DorMart members to remind our weekly promotion • Place advertisements on major Portal sites, like Yahoo, and other channels. Marketing Management-Group Report-DorMart

  16. Marketing Mix • DorMart sends questionnaires to customers to improve service. • DorMart analyzes customers’ purchasing history to meet and stimulate customer requirements. Marketing Management-Group Report-DorMart

  17. Market Mission • Quality • Freshness • Convenience • Anywhere • Anytime Marketing Management-Group Report-DorMart

  18. Market Objective • 63.8% use Internet ---from III • 31.8% shop online ---from III Leading the future Marketing Management-Group Report-DorMart

  19. Market Objective Marketing Management-Group Report-DorMart

  20. Finance Objective • 7500 K household ---from RIS Marketing Management-Group Report-DorMart

  21. Target Market • Busyness • Double Income • One parent Family • Business trap • Laziness • Rain • Cold • Traffic • Inconvenience • Old • Baby • Disability Marketing Management-Group Report-DorMart

  22. Positioning • Professional • traditional supermarket experience • transportation • Easy • Order online, Phone calls, FAX • Pre-view e-DM • Service Marketing Management-Group Report-DorMart

  23. Financials, Budgets, and Forecasts Break-even Analysis: Marketing Management-Group Report-DorMart

  24. Sales Forecast Marketing Management-Group Report-DorMart

  25. Expense Forecast and Contribution Margin Marketing Management-Group Report-DorMart

  26. CONTROLS • Revenue: monthly and annual • Expenses: monthly and annual • Customer satisfaction • Customer analysis • New product development Marketing Management-Group Report-DorMart

  27. Implementation Milestones Marketing Management-Group Report-DorMart

  28. Marketing Organization • The first will be to put T-bar, posters and broadcasting within the supermarkets . • The second marketing method will be advertisements placed in numerous channels. On line channels: Yahoo, Google, MSN, Yam, etc Other channels : TV commercials, newspaper, magazines, radio broadcasting, and credit card pamphlets Marketing Management-Group Report-DorMart

  29. Contingency Planning Where: Busy cities such as Taipei and Hsin-chu How :DorMart has many years of experiences, we have original customer already and would like to enlarge the guest group Who :who do not have the time to go shopping, who is not convenient to go shopping ( the elder, disabled one), who don’t have transportation vehicle Marketing Management-Group Report-DorMart

  30. Thank you for your listening. Shopping Smart With Us Marketing Management-Group Report-DorMart

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