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Suggestions for marketing strategies to a newly opened delicatessen - Essay Example

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A village with a community of 8000 to 9000 people would definitely serve as a stepping stone to a more concerted effort at marketing deli products on a larger scale (Mintel, 1995). However…
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Download file to see previous pages Marketing deli products in an exclusively village setting would require the delicatessen to focus attention on the consumer demographics such as incomes, ages and preferences. These factors would have a much greater impact on the delicatessen’s decision to locate in a village. Thus the primary and immediate assumption is that there are no other deli shops in the village or the existing ones aren’t so well geared to meeting the demand for deli products.
Marketing strategies range from those which advocate market domination to those of Porter’s Generic Strategies; from innovation strategies to growth strategies that depend on integration related synergies; and from strategic archetypal models to warfare marketing strategies (Kotler, 1991). Market domination strategies are based on the understanding that any marketing strategy must have as its core objective the domination of the market. In other words the firm seeks to lead, challenge, simply follow or develop a niche market. There are three types of market dominance strategy. The price leader who sets the price for the rest of the market or industry must have a set of predetermining characteristics such as the ability to set the market ruling price at its will so that other competitors would have no alternative but to follow him. A delicatessen in a village is less likely to benefit from this strategy unless the village is already being served by some competitors who sell an approximate range of delicacies. Similarly the other two types of the market dominance strategy, the quantity leadership or challenger, are of little or no significance to the delicatessen in the village.
This paper would thus focus on a hybrid marketing strategy that would include some of the features of the above marketing strategies in addition to the writer’s own analytical perspectives (www.ama.org). In a village of approximately 9,000 people a substantial policy of product differentiation is ...Download file to see next pagesRead More
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