留学生作业代写：The Vege Post

下面为大家整理一篇优秀的Report范文- The Vege Post，供大家参考学习，这篇论文讨论了Vege Post。Vege Post是一家在布里斯班销售新鲜水果和蔬菜的零售企业，给客户提供的是快速和独特的零售服务。Vege Post还提供送货上门服务，这种独特的服务不仅向客户销售产品，而且确保产品可以交付给他们。Vege Post是一个成功地结合了零售和农业教育的企业。通过Vege Post的服务，客户每天都可以享受到新鲜、健康的水果和蔬菜。

Section 1 -Company Profile

Company overview

Vege Postis a retail businessselling fresh fruitand vegetables in Brisbane.Vege Post will create fast and special retailing services to customers. Those service basically include:

- Home delivery of fruit and vegetables as ordered online or with App;

- Delivery made to Vege box in designated areas with reminder sent to customer;

- Ranges of choices for renting farming land and grow your own;

- Guidance and training provided for plants caring;

- Reminder of ripen fruit and vegetables for pick-up or delivery.

Vege Post is a brand new business and is very different from other fruit and vegetables selling businesses. Firstly, Vege post provides door-to-door and door-to-box delivery service. This unique service does not only sell products to customers, but also make sure the products are delivered to them. Secondly, Vege Post’s rental farm land is equipped with CCTV, therefore customers can watch videos of their land on Vege Post’s webpage at anytime. This practice is unprecedented because there was no company that can offer video to customers, letting customers check whether the products are safe from chemical or not. Thirdly, to make the business more popular among the Brisbane region, Vege Postis going to offer delivery service, and ensure the order processing and delivering time within 24 hours.

Vege Post is a business that successfully combines retail and agricultural-education. Through Vege Post’s service, customers will enjoy fresh, wholesome fruit and vegetables on a daily basis; through renting our farming land, customer will have a chance to get systematic knowledge about healthy, organic food growing and able to achieve a sense of accomplishment after harvest.

Mission Statement

Vege Post’sgoalisto become theleaderofthe fresh food businesses.Vege Post aims to offer various kinds of wholesome and organic products in different prices and have different ways of delivering. With quick delivery, fresh products, and kind staff,Vege Post will attract more and more customers in future.

Section 2A -Strategic Positioning

Rule 1: Perform activities which satisfy customer needs.

Vege Post– Customer Needs:

1. Low price

2. Thorough service

3. Fast deliver

4. Easy to buy

5. Safety of product

Vege Post – Activities

1. Different discountsof different food on different days

2. One staff provide services to one specific area

3. Intersperse our farm in every area

4. Online store and App and help phone open 7x24 hours

5. 7x24 hours CCTV, customers can check the video online.

Rule 2: Perform activities differently than rivals do in order to deliver a unique mix of value.

Direct Competitor – Local fruit markets

1. Fresh daily delivery to retail outlets

2. Limited categories of fruit and vegetables supplied, thanks to space limitation of premises

3. Open up early every morning, close at evening around 7 p.m.

4 .Interactions with customers are limited to counter service

5. Customers are limited within certain suburbs    Vege Post’s activities which are different from competitors.                        1.Fresh daily delivery to customers’ home or Vege boxes, save customers’ travel for shopping

2. Unrestricted choice to make, because of no physical outlets and various farm products

3. Online selling, 24/7 order taking, promise to deliver within 24 hours and personalize deliver time

4. Various service provided, including farm land renting, and planting guidance tailored for personal need.

5. No specific suburbs required, customers are not limited

Rule 3 – Perform Activities as Part of a System

Rule 4 – Business Trade Offs

Trade Off Benefit

1. Retailing outlets By trading off, Vege Post reduce the operating cost, save the rental fees of outlets and invest the money into farming and online business developing.

2. Focus on customers from a specific suburb    

3. Regular trading hours   

Porter’s Matrix

Low Cost High Cost

Broad Market Vege Post is in this position because online retailing model enable it to serve wide range of customers and all fresh products are tailored to personal orders at reasonable price and discounts   

Narrow Market Local fruit markets serve far less customers     

Section 2B - Strategic Positioning and SWOT analysis

Force: Threat of Entrants

Retailing – Vege Post

1) Break-even Point

2) Economies of Scale

3) Capital requirement of entry

4) Access to distribution channels

5) Government action and Legislation

6) Experience

1) A constant number of online order need to be made to secure breakeven. To reduce the pressure of breakeven, farm land rental should also be promoted.

2) Economies of Scale will be achieved if Vege Post manages to open and maintain its popularity on local market and this can be the long term goal of the company.

3) Capital investment will be low if Vege Post chooses to rent vehicles for delivery instead of buying vehicles.

4) Online platform will be the primary selling channel for Vege Post and access to the Internet is guaranteed.

5) There is no patent protection regarding the farming and retail selling practice. But Vege Post could apply for brand protection for brand image and Vege box design.

6) There are many competitors on local market. From chain supermarket like Coles, Woolworth, IGA to fruit shops in suburb shopping centres.

In summary, the threat of entrants is medium high because low breakeven point, economies of scale and high competition from rivals. Easy access to distribution channels relief the pressure of threat.

Force:Threat of Substitutes Retailing – Vege Post

1) Product for product substitution

2) Generic Substitution 1)Low product substitution, various fruit and vegetables to choose from to satisfy customer need.

2) Low generic substitution, fruit and vegetables are necessity for daily consumption.

In summary, threat of substitutes is low because the demands are constant with low substitution

Force: Bargaining Power of Buyers Retailing – Vege Post

Is the buyer’s power high for your business? Why?

Buyer power is medium because many large and small businesses are competing for the same market. However, Vege Post manages to provide differentiated service compared with others.

Bargaining power of buyers is medium.

Force: Bargaining Power of Suppliers

Retailing – Vege Post

Is the supplier’s power high for your business? Why?

Transportation costs such as fuel and toll fees are controlled by suppliers. Fruit and vegetables are supplied by contracted farmland, some of them have good reputation therefore bargaining power of suppliers is high.

Force: Competitive Rivalry Retailing – Vege Post

1) Balance of Competitors

2) Market Growth Rates

3) Differentiation. 1) Low balance – retailing business is various and different sizes of company have different level of service.

2)Vege Post’s differentiated products and services have more promising market growing space.

3) Competitive rivalry is moderate because products and services are different from competitors’.

Strategies to Reduce Forces

Force Reduced Detail of Strategies

Reduces Bargaining Power of Supplies  Sign contracts with suppliers to promote long term cooperation with suppliers at lower cost

Reduces Threat of Entrants Using wide range of services to mitigate the pressure from competitors

Reduce Bargaining Powers of Buyers Provide customers with unique and fast online buying experience

Reduce Competitive Rivalry Improve the strength and variety of service

Reduce Threat of Product Substitution Timely delivery and various products to choose from can lower the substitution threat

SWOT Analysis

STRENGTHS

1. Timely delivery of products

2. Helpful and kind staff caring rental land

3.Discounts and coupons widely available

4.Use of Vege Post cool box for pick-up when home delivery is not available

5.Specialize in online shopping experience WEAKNESSES

1. Market saturation for retail fresh products

2. No outlets, only have online retailing

3. Low popularity at the beginning

4.High transportation costs reduce the profit margin

OPPORTUNITIES

1. Growing trend of online shopping

2. Growing of elderly population some with disability; Full-time workers’ tight schedule

3.Increasing awareness of the benefit of healthy, organic food

4. New technology facilities the new shopping experience

5. Growing business of organic farming THREATS

1. Competition from different level of competitors, such as Coles, Woolworth, and local fruit market

2. Heavy reliance on suppliers for fruit and vegetables

3. Fuel cost and transportation cost are increasing

4.Online shopping for fresh product is not popular as shopping for other goods

Section 3A - Target Market Profile and Needs     

Segmentation Type Target Market Characteristic

Product Purpose – Broad Benefit Segmentation The major benefits my customer group requires are:

Fast delivery, freshness of products and good taste

Product Purpose – Likely Purchase Frequency

& Specific Benefit Segmentation The behaviours of my businesses customer group are:

Purchase products roughly once every day; with different needs of fruit and vegetables.

The product and service my business provides are used to:promote healthy way of eating; bring organic and quality food to every home; and provide a convenient way of shopping daily necessities.

Demographic Segmentation Age:above 18 years old

Sex:both genders

Occupation: all walks of life

Income:varied

Stage in family lifecycle:from youth to elderly people

Ethnic Origin:all ethnic background including Caucasian, Asian and African

Geographic Segmentation

Residing in Brisbane region, Australia, east to Wynnum, west to Ipswich, north to Aspley, south  to Logan

Behavioural Segmentation – Lifestyle Health conscious and family oriented, some may also are indoor type

Behavioural Segmentation – Personality Customers’ personality type may be compliant and conservative

Target Market compared with Competitor Market Segments

Type of Factor Vege Post Coles Fruit World