Food Marketing Series

Explain the nature of marketing plans. · Explain the concept of market and market identification. · Explain the concept of marketing strategies.

You are to assume the role of the assistant manager for PLAZA GROCERY, a supermarket located in a small community. The general manager (judge) wants you to create marketing strategies to encourage customers to use the curbside pickup service during the summer months. PLAZA GROCERY is the only full-size supermarket in the community. There are small dollar stores and convenience stores, but PLAZA GROCERY has the largest assortment of products at lower prices. Five years ago, PLAZA GROCERY began offering customers curbside pickup service. Curbside customers shop using the store's mobile app or on the website and place needed items into a virtual cart. Customers pay online and pick up the grocery order at a designated time. There is a $5 fee for curbside pickup and items are priced 3% higher than in-store. Curbside pickup has been quite successful for PLAZA GROCERY except during the summer months. Last summer, PLAZA GROCERY saw the lowest number of curbside pickup orders. The general manager (judge) does not know the true reason why orders decrease in the summer; however, the manager (judge) thinks it might have to with longer daylight hours and warmer temperatures. The general manager (judge) wants you to create a basic marketing plan that will encourage customers to use the curbside pickup service in the summer. The marketing strategies will be used next June, July and August. The general manager (judge) wants you to include a target market, specific strategies and the competitive advantages of the service. You will present your ideas to the general manager (judge) in a role-play to take place in the general manager's (judge's) office. The general manager (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented ideas and have answered the general manager's (judge's) questions, the general manager (judge) will conclude the role-play by thanking you for your work.