marketing plans for Last Mile

TABLE OF CONTENTS

1 .0 Executive Summary 2

2 .0 Introduction 3

3 .0 Internal Environmental Analysis 5

3 .1 Market Environment 5

3 .2 Branding 5

3 .3 Marketing Capabilities Analysis 6

3 .4 Product Life Cycle Analysis 6

3 .5 Financial and Human Resources Analysis 7

3 .6 Boston Matrix 7

4 .0 External Environmental Analysis 8

4 .1 Economic Trends 8

4 .2 Political and Legal Trends 8

4 .3 Technological Trends 8

4 .4 Social Cultural Trends 9

5 .0 Customer

Analysis 9

5 .1 Target Market Segmentation 10

6 .0 Competitor Analysis 12

6 .1 Competitors Strengths and Weaknesses 12

6 .2 Competitors Market Share 12

6 .3 Competitors versus Last Mile 13

6 .4 Competitors Products and Services versus Last Mile 13

7 .0 SWOT Analysis 15

8 .0 . The present company tactics 16

8 .1 Product 16

8 .2 Promotion 16

8 .3 Price 17

8 .4 Place 17

9 .0 . Positioning 18

10 .0 . Last Mile 's Objectives 19

10 .1 . First Objective 20

10 .2 . Second Objective 23

10 .3 . Third Objective 25

11 .0 Conclusion 26

12 .0 . References 27

Executive Summary

This report deals with the situational analysis of a small food and grocery retail business in Bangalore , India . The name of the retailing company is Last Mile . This company deals with grocery and food product deliverables . This report deals gives any analysis of the internal environmental working of the company . This features the financial and the human resources working in the company . There is also an overview on the branding of the business and the products and services offered by this business . The next part of the report gives the external environmental analysis where the retail competitors are discussed . There is also a discussion made on the social-cultural trends and also the technological trend which are relevant in the retail industry . Target Segmentation is discussed in detail which helps to understand which market segment has to be targeted to expand the business . Competitors have to be identifies for any business to be successful . The latter half of the report deals with identifying the competitors and also narrowing down their strengths and weaknesses which would largely contribute in helping Last Mile to counter attack the strengths and exploit the weaknesses of the competitors . Also , the latter half of the report analyzes the company 's Marketing Mix in terms of its four core elements namely Product , Price , Promotion , and Place . It investigates the current and desired positioning of the company . The report identifies four objectives Last Mile shall achieve and elaborates specific strategies and tactics to complete this task

Introduction

Last Mile is a retail company which does specialize in selling grocery and food products . This company is situated in Bangalore . This company was started in the year 2002 by local bangalorean called Gaurav Kulkarni . In a very short span of time , it has become considerably well known to the local consumers . The biggest strength of this company is that...