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CONTENT
I - Introduction II - The background of the market Market share Competitors Consumers Special time Segmentation III Unique Selling Points IV Threats and Opportunities V Recommendations

Introduction
. Small family supermarket chain Founded in 1847 by Edwin J Booth . Specificity : regional supermarkets (North England) local products . 26 stores located in the north of England . Headquarters in Preston

. 250 millions in 2009 (+5,4%)


. 3000 employees . Edwin Booth's philosophy : Sell the best goods available, in attractive stores, staffed with first class assistants.

MARKET SHARE
o Oligopoly market

o Strong competition

o Smaller player : 0.3%

Booths

COMPETITORS
The Big 4 Tesco ASDA Morrisons Sainsburys

47% of British shoppers spending on food in supermarkets


Other ethical supermarkets
The higher the rating the more ethical the brand.

BRAND
Co-op supermarkets Booths supermarkets Farmfoods supermarkets Budgens supermarkets Londis supermarkets Mark & Spencer supermarkets

RATING
7 6.5 6.5 6 6 5.5

http://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspx

CONSUMERS
ETHICAL CONSUMERS
Since 2006, BOOTHS focus on a green issue comfortable standard living consumers price of products environment-conscious consumers local products (less transport, focus on local activity)

Product segmentation
Product classification Foods: fresh, hot, gerneral

2/1/2013

Product segmentation
Drinks:water, cola, energy drink,
bizzy drink, and wine E.g wine Homecare: baby, pet, toilet

2/1/2013

SEGMENTATION
Who buys
Economic conditions

Demographic

psychology

SEGMENTATION
Where it is bought
Location:
Far from the city centre
Suburbs

SEGMENTATION
Purchase frequency:
daily
weekly monthly

Booths open every day

UNIQUE SELLING POINTS


o Fresh products

o Typical north English products


o Products and brands which directly come from other countries

Meats

80% of the fresh meat is regionally sourced.

Cheese

Local, national and continental with over 90 varieties to choose from.

SWOT ANALYSIS

STRENGHTS
STRENGHTS

o High quality product o Wide product range in foods and drinks o Big car park o Comfortable buying atmosphere o Good market segmentation o Strong regional suppliers o A very strong label position

WEAKNESSES
WEAKNESSES

o Price - very high

o Location - far away from city centre o Lack of promotion - less advertising o Limited choice of non-food products, such as household ware

OPPORTUNITIES
OPPORTUNITIES
o Government and people preoccupations concerning fresh products Booths USP : high quality products and organic food o Brand identity Brand image in customers heads Booths refers to quality

THREATS
4 BIG THREATS
o Strong competition from other supermarkets from other types (One Stop, small stores, etc ) o Material price

. Product from global


. New products ? . Requirement from global . More export

THREATS
o Global marketing

o Local economy . High unemployment rate

. Economic crisis
. Financial windstorm, debt crisis . GDP

RECOMMENDATIONS
RECOMMENDATIONS FOR BOOTHS
. Product
. Price . Promotion . Place . Service

RECOMMENDATIONS
Product strategy
maintain the product advantages
high quality; complete varieties

extend the private lable product


keep the product sourcing & inventory

RECOMMENDATIONS
Price strategy
discount pricing
quality eg: dozen cheaper than odd sale festival eg: Christmas student

psycological pricing
break even point sales buy one get one free oddment eg: 1.96 is much cheaper than 2

RECOMMENDATIONS
Promotion strategy

advertising

public & social relations

RECOMMENDATIONS
Place strategy

open more convenient store

location choice
eg: near the shopping center

RECOMMENDATIONS
Service smiling service after-sales service
eg: online-shopping; delivery

weak peoples' facilities & service

THANK YOU FOR YOUR ATTENTION