"Strange Fresh" Fresh Retail Business Plan

At present,the fresh retail market is still dominated by the self-employed in the form of mom-and-pop stores,roadside stands and vegetable markets.Although the price is low,the quality is general and there is no advanced marketing concept and service strategy.In addition,new retailers such as Meicai.com,Hema Fresh,Daily Fresh and Ding Dong Buy Vegetables have considerable advantages in marketing,brand,supply chain and capital,but there have also been many shut-offs and even bankruptcies caused by excessive expansion,poor management and capital chain rupture.Based on fresh retail business project as the research object,mainly from the environment analysis,market analysis,competitive strategy,operations management,service marketing and marketing strategy,financial indicators,etc.,using PEST analysis,comparative analysis and porter five model analysis,economic and technical index calculation analysis method to interpret fresh retail business project success or failure of the gain and loss,make a plan for start-ups in the future.Firstly,the general situation and development process of fresh retail industry are described.At the same time,the macro and micro environment of fresh retail industry are analyzed,and the current situation of fresh retail market is also analyzed.Secondly,in view of the retail industry market analysis,needed fresh product management,service marketing,operations management,and economic indicators feasibility,risk issues and coping strategies through the contrast analysis of found fresh retail industry enters the stage ready market positioning,select the appropriate marketing strategy is very important,management stage facing the product quality is difficult to control,supply chain management is difficult,electric business,the difficulty of product quality and delivery.Based on these problems,in-depth analysis of market,strategy,operation,service and marketing promotion is carried out with relevant theoretical knowledge,so as to fully understand the essential way of fresh retail industry operation.In this paper,combined with their own experience and lessons of success and failure in the early stage of the actual business operation process,the comprehensive use of MBA knowledge for a deep analysis,put forward in the positioning to be cautious,market positioning to the surrounding people,consumption level of a detailed investigation and analysis,and comparative analysis of the surrounding competitive products,careful positioning.In terms of fresh product management,we should give priority to freshness and taste first.Excessive product packaging and rendering increase too much cost but have little significance in promoting sales.In terms of service management,we should attach importance to the word-of-mouth effect of consumers.In addition to having a good service attitude,we should respond quickly and timely communicate with customers to avoid customer loss and deteriorating word-of-mouth.In terms of supply chain and operation management,lean production principles of manufacturing industry should be adopted to achieve refined control,extreme cost management,and business process transformation to save costs and improve customer convenience to the greatest extent.In terms of marketing promotion,it is necessary to avoid ineffective promotion and precision marketing,and promotional activities should be rationally formulated in combination with their own operating conditions,so as to maximize the role of promoting sales,attracting and cultivating loyal customers.