FRESH GROWERS- Business expansion, Marketing & Promotion Model ,SWOT Analysis ,Organizational strategy and Management Principles

Assignment Taken

Preparation of 2 years expansion plan, Identify business related issues

Case Understanding

Fresh Grower is a Pune based company .It provide products Farm To Table (FTT). The company provide fresh and unadulterated farm produce to the Indian population. Farmers are rigid in their traditional methods like harvesting produce at a bit early stage and ripening them either through chemical process or natural process during transit and storage. Also, they were not agreeing on demand-based partial harvesting needed at early stage as they prefer to harvest whole farmland at one go to save cost and effort. Other challenge he found that it is extremely hard to convince farmers to use organic practices instead of using pesticides, urea & germicides. Marketing was again a challenge as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services Both Local vendors & App based services claimed that they are supplying fresh produces as well.He wants to expand his business in at least 3 metro cities in next 2 Years. Fresh Growers has efficient working team of HR,IT, Marketing, Finance and consumer grievance team.Fresh Grower supports digital payment method.

BCS Solution Summary

Fresh Grower is working in Pune city along with 2 products like Vegetables and Fruits, and it is working on home delivery system which purely an E-commerce business . Fresh Grower want to expand the business in other 3 metro cities.The case has many aspects regarding finance, marketing and quality of the products. Also marketing strategies has to be made in order to penetrate in the newer market. Existing Business plans are not sufficient to expand the business. The SWOT analysis and problem occur in expansion of business. SWOT analysis will help to understand the factors affecting business and make plans and effective decision making.

Solution

Solution Summary:

For expansion of business we select 3 metro cities

1. Mumbai
2. Hyderabad
3. Bangalore

A]Company facing problem related time required for product delivery

For that problem

1. company increase the inventory visibility
2. Use of expedite delivery
3. Warehouse products closer to the customer
4. Outsources our transportation

Marketing is another challenge

1. Company develop a marketing plan
2. FTT hire people with shared core value and reward them
3. We create a simple video showing the fresh vegetables organically grown and boost the video in the cities

CONTENT

1. MANAGEMENT PRINCIPLE
2. SWOT ANALYSIS
3. MARKETING PLAN
4. POSITIONING

2.1 Business Opportunities

2.2 Problem Statement

2.3 Product position statement

2.4 Customer Requirement

2.5 Customer Satisfaction AND Delight

3.STAKEHOLDER

4. MISSION STATEMENT

5. PRODUCT OVERVIEW

5.1 Product perspective

5.2 Assumptions and Dependencies

5.3 Needs and Features

5.4 Cost and Pricing

1. OTHER REQUIREMENTS
   1. Application Standard
   2. Labeling and Packing
2. LEADERSHIP MANAGEMENT PRINCIPLES
3. SUGGESTION FOR THE STRATEGIES OF ORGANIZATION GROWTH FOR NEXT 2 YEARS
4. TAGLINE

10.CONCLUSION

1.MANAGEMENT PRIENCIPLE USED IN SOLUTION

1. Division of Work
2. Authority and Responsibility
3. Discipline
4. Unity of Command
5. Unity of Direction
6. Order
7. 7. Equity
8. 8. Stability
9. 9. Initiative

2.SWOT ANALYSIS:

STRENGTHS	Experience staff Low prices compare to other services Quality Modified Menu Multiple features in-app
WEAKNESSES	Limited Capital High Turnover Lack of trust among the public Weak inventory and quality management Financial stability
OPPORTUNITIES	Vegetables Trucks and Wagons Expansion across the country Improve customer service Covid-19 Marketing opportunities Necessity products
THREATS	Cheaper prices of Competitors Economic Downturn Competition Frequent technology development

SWOT- STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS.

SWOT analysis is a strategic planning technique used to help a person or an organization identify its strengths, weaknesses, opportunities and threats

3.Marketing plan

Fresh growers:

For Digital Marketing and social media marketing:

They should focus on,

1. SMO- social media optimization

2. SEO- search engine optimization

3. SMM- social media marketing

For SEO:

There is a huge opportunity to bring organic traffic. They should work on their website keywords by doing keywords research region, city area wise. They should choose keywords according to target audience, their searches and expectations. Keywords with high volume and high competition should get targeted.

Start making content with those keywords. Daily blogs, articles, stories should get posted

SMO :

For social media marketing they should work on quora question answer, off page SEO, on page SEO, article submissions, pdf submissions on different sites.

E.g tumbler, Diggo, Reddit, Slashdot etc etc. So here is chance to do social media marketing and SEO as well.

They should have their Instagram, Facebook, Twitter account and they can do daily posting there about there products, offerings. So more awareness will get create.

SEM:

For search engine marketing they can run Google paid ads.

1. Search campaign

2. Display campaign

3. Brand awareness campaign

4.POSITIONING

4.1 BUSINESS OPPORTUNITY:

Because of Benefits of organic vegetables More Nutrients. The European Union funded study found that organic fruit and vegetables have up to 50% more antioxidants, which scientists believe can cut the risk of cancer and heart disease. They have also more vitamins and minerals such as iron and zinc. According to other recent studies, organic foods are better for fighting cancer. Like food, Medicine, Electronics and many other industries now involves in Home delivery of products and vegetables and fruit are not in range because it involves very crucial timings and quality supply each and every day.FTT is providing this service to consumers in the main Pune city and also want to expand its business in other 3 cities namely Mumbai ,Bangalore and Hyderabad by looking for major opportunity in the newer markets in this cities of India. This business will provide more convenience and assured delivery to the consumers.FTT is an app-based ordering system that provides for daily need products- vegetables and fruit. this startup has a huge future ahead.

4.2 PROBLEM STATEMENT:

The problem of	Inventory management Increasing competition Delivery of product in less time Marketing
Affects	HR Department Marketing Department Leadership Marketing Department
The impact of which is	Ineffectiveness and inefficiency in overall business operations and management.
A successful solution would be	By overcoming the problems of management and marketing and smooth functioning in the organization.

3.3 CUSTOMER REQUIREMENT

the customer seems to require

1. Timely deliveries
2. Quality of organic product
3. proper delivery systems
4. why they should use our services rather than other services.

4.4 CUSTOMER SATISFACTION TO CUSTOMER DELIGHT

Customer satisfaction is the main thing in any kind of business. The happier the customers are, the better it is for business. In the next 2 years, the organization aspires to not only retain the customers but increase its customer base and its brand value.

5. STAKEHOLDER'S AND USER DESCRIPTION

NAME	DESCRIPTION	STAKEHOLDER TYPE
Human resource	Provide training and skill development manual adequate workforce	General management
Marketing department	Create marketing brochure Promotion and branding of the entity	General management
Finance department	Fund raising ,All finance related issues like investments, cash flows, returns from projects, budgets.	General management, leadership
IT and business analyst	MIS MIS reporting ,App developing and business statistics,data mining,AI Facilitating Information and statistical data to other departments.	General management

MISSION STATEMENT

"THE MISSION OF FTT TO PROVIDE HIGH QUALITY OF ORGANIC VEGETABLES AND FRUITS IN MINIMUM TIME AND MAXIMIZE CUSTOMER SATISFACTION TROUGH BEST DELIVERY SWEVICE IN INDIA"

The FTT or Fresh Growers , aspires to be in three cities in next two years. It also looks forward to –

1. Expand in range of products
2. Increase its scale of sales.
3. Gain the title of the best delivery app
4. Increase its workforce
5. Best quality product company
6. Maximize customer satisfaction and shareholder wealth.

6.PRODUCT OVERVIEW

6.1 PRODUCT PERSPECTIVE:

The DND is an app-based platform where customers mention their daily requirement of vegetables which type of vegetables they want , which is delivered to them within minimum 6 hours. The organization aspires to make significant and reputed brands .

FTT describe how an application is simply run and to use for any type of customers.app is run on some steps given below:

Step1: Android application FTT New sign up or login.

Step2: Enter details like name,email,mobile number and location.

Step3: Choose vegetables and Fruits which they want and choose time.

Step4: Payment through any digital payment method

Step5: FTT place the order and notify the customers

6.2 ASUMPTION AND DEPENCIES

ASSUMPTIONS	DEPENDENCIES
The market base will increase or remain constant	Requirements will increase or remain constant.
E-commerce will increase.	Market trends and governmental policies
The scale of operation will increase	Further investment in storage and delivery facilities. (stats given in the case study shows growth prospect) .

6.3 NEED AND FEATURE

NEED	PRIORITY	FEATURES.
Customer satisfaction	High	Timely deliveries Quality products Rewards and gifts
Employee training	High	On the job training Performance-based incentives
Increase marketing	Medium	More advertisement Engaging digital and social media platforms Direct selling and demo services.
More Investments in R&D and operations	High	Venture capital to be promoted Government schemes Loan from bank
Supply chain and operations	high	Cold chain storage Better delivery equipment Recycle waste
Establishing QMS	High	ISO 9001 implementation Control checks. Random sampling
Expansion of services provided.	Low	Increase in variety of products within dairy itself introducing evening deliveries
Innovation in-app	High	better feedback system make it more convenient to access more visual content customer individual requirement calendar
Increase customer base	Medium	enhance marketing and branding increase recommendations from customers.
Branding	High	build a reputation in the market- CSR, environment-friendly operations
Engaging more suppliers	Medium	engage more reputable brands to use our distribution platform
Maintain current ratio	High	Manage financial requirements avoid extensive marketing Focus on R&D
Engaging customers	Medium	Point system to be introduced Gifts and rewards on earning specific points Extra supplies on the festive season.

6.4 cost and pricing

For selling fresh vegetables, superstores normally follows a competitive pricing strategy and keep changing the vegetables price according to the market price.Cost of service will be charged according to the products, but with more products charge will go down.

7 Other Requirements

7.1 Applicable Standards

The guidelines are part of directives issued by the regulator to re-operationalise licensing and registration of E-commerce food companies.

Norms those are to be followed like

1. Licensing
2. ISO certification
3. Test plans
4. Food should have remaining shelf life of 30% or 45 days before expiry at time of delivery
5. Mandatory info mentioned in FSS act must be provided to consumer
6. Only fresh food to be delivered

7.2 Labeling and packaging

To prevent from adulteration proper packaged food has to be supplied to consumer. So proper packaging of products with proper labeling to give certainty to the consumers about safeguarding of a product.

Flow of product from farm to customers

Fig.1 Flow of product from FTT to customers

The four basic tasks:

1. unpacking and inspecting incoming goods.
2. placing goods in shelf.
3. recording their location.
4. and shipping are done by the employees.

All the quality checking and inspection is commonly done in the warehouse. From warehouse the products are distributed to its outlets through their own vehicles. Most of the superstores use cold storage system in the warehouse as well as outlets to carry and preserve the fresh vegetables in their outlets. According to existing distribution network the customers typically pick fresh vegetables from outlets. Nowadays, customers can buy online/ via home delivery system.

1. Leadership management principles-

A leader should cover all the principles-

1. Time management
2. Quality management
3. Trategic management
4. Leadership management
5. Operations management

9.Suggestions for the strategies of Organizational Growth for the next 2 year

1. Generating Customer awareness through promotional tactics
2. Increase Marketing
3. Rise in prices of existing products
4. Expansion in product line
5. Introduction of ERP system for internal management of organization
6. Upgradation of app to entertain daily ratings, regular tracking of deliveries

10.Tagline:

"FRESH GROWERS AT YOUR DOORS"

Conclusion

In order of perishable vegetable sector to flourish in Pune, needs to facilitate the required logistics and appropriate policies to ensure the growth. It would be extremely difficult for super chain to be efficient. The proposed distribution model discussed here will give a competitive advantage to FTT to increase efficiency, reducing cost and delivering products in shorter time to consumer. In addition, as a whole to the right ecosystem for handling fresh vegetables, Fresh Growers needs to ensure cold storage system, uninterrupted electricity connectivity so that the value chain can work efficiently and supply in a very low cost. After the overall analysis we can recommend that the suppliers will still remain as a major distributor for supplying perishable and fresh vegetables. This will reduce overhead cost, time and dependency. In addition, it will increase the lifetime/freshness of the vegetables. The quality is key concern for any superstores. Quality checking can be done directly at farm or outlet level.

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