Marketing Management
EXECUTIVE SUMMARY
This report was commissioned to address the need for Wiggo, a successful Supermarket chain of Europe to introduce a new outlet in the Caribbean region on the island of St.Lucia. It was found that the major factors which would affect the decision of the marketing department of Wiggo in opening the outlet would be the following:
Using the PESTLE Model for the situational analysis it was found that the main external factors which would influence Wiggo Tropico are the age distribution, class and mobility of the population, the target market being lower Middle class. The level of technology, the state of the economy and the political climate are all other factors affecting the tactical decisions of the Marketing Department.
Wiggo’s sustainable competitive advantage of maintaining low costs but high quality is its main positioning tactic and by doing so they intend to reach their objectives of gaining the market leader position in the supermarket industry.
Their products will be so designed that they are practical but unique in terms of their affiliation to the local fabric of the island by enhancing the “Buy local support your own” campaign emphasized by the local Ministry of Commerce there.
They plan to attract specific segments within their target market, such as the young working adults, the elderly “shut-ins”, children, and wholesale/bulk buyers. They will become the first ever to offer home delivery service to the elderly who can’t physically come into the supermarket.
These products and services of Wiggo Tropico would be promoted mainly by the local media, radio, television and print. Due to the fact that the level of technology is commendable, a large volume of advertising will be done via the internet. The amount budgeted for to defray the cost of Marketing this new supermarket is estimated at $365,000 for the first quarter and close to $2m for the year.
The major threat for Wiggo Tropico would be that of losing some of its
This report was commissioned to address the need for Wiggo, a successful Supermarket chain of Europe to introduce a new outlet in the Caribbean region on the island of St.Lucia. It was found that the major factors which would affect the decision of the marketing department of Wiggo in opening the outlet would be the following:
Using the PESTLE Model for the situational analysis it was found that the main external factors which would influence Wiggo Tropico are the age distribution, class and mobility of the population, the target market being lower Middle class. The level of technology, the state of the economy and the political climate are all other factors affecting the tactical decisions of the Marketing Department.
Wiggo’s sustainable competitive advantage of maintaining low costs but high quality is its main positioning tactic and by doing so they intend to reach their objectives of gaining the market leader position in the supermarket industry.
Their products will be so designed that they are practical but unique in terms of their affiliation to the local fabric of the island by enhancing the “Buy local support your own” campaign emphasized by the local Ministry of Commerce there.
They plan to attract specific segments within their target market, such as the young working adults, the elderly “shut-ins”, children, and wholesale/bulk buyers. They will become the first ever to offer home delivery service to the elderly who can’t physically come into the supermarket.
These products and services of Wiggo Tropico would be promoted mainly by the local media, radio, television and print. Due to the fact that the level of technology is commendable, a large volume of advertising will be done via the internet. The amount budgeted for to defray the cost of Marketing this new supermarket is estimated at $365,000 for the first quarter and close to $2m for the year.
The major threat for Wiggo Tropico would be that of losing some of its