摘要:本是一篇 Market Research Report,主要研究了一家新的公司如何进入食品业的网上销售部分,并对未来的调研给予建议,即要在销售上不遗余力的提高客户体验的满意度,推动客户的消费忠诚度和食品安全。
the current situation the development of the online segment of the grocery market seems to be quite perspective. It should be pointed out that at the present moment the online sales of grocery are quite high. In fact, many specialists underline that at the present moment the online grocery market continues to boom with many of leading suppliers reporting record sales and orders at the end of 2005 (NEMS market research in April 2006). It is also worthy of mention that, according to recent researches (NEMS market research in April 2006), at least 11,7% of respondents have purchased groceries via the Internet at least once, of whom 2,5% make online purchases at least once a week and 1,4% two or three times a month, while the largest proportion 3,4% purchase groceries online once a month.
Moreover, the recent economic and technological trends reveal the fact that the share of online purchases of grocery will grow in the future even more and this growth will be rapid. At the same time, it is necessary to point out that the market is still not really saturated since many companies, including the largest ones either have just started their online business or simply have not entered online market yet. Nonetheless, there are some major players in the market which are mainly represented by supermarket chains such as Tesco, Sainsburry, ASDA and Waitrose.
Obviously, the recent trends basically result from customers’ lifestyle and behaviour for it is not a secret that in recent years the e-commerce is booming while technologies, especially IT constantly progress, as the result customers prefer to purchase grocery online in order not to waste time and out of sheer convenience as they can purchase the product via computer without even leaving their homes or working places.
The price价格
Speaking about pricing of grocery, it is necessary to underline that it should not differ dramatically from conventional prices or, what is more, it is highly recommended to make prices even a bit lower since it will attract customers even more. At the same time, it is also extremely important to notice that grocery prices tend to decrease in real terms. To put it more precisely, Alastair Jamieson (2006) remarks that regardless the fact that inflation reached 2% in 2005, the cost of the most popular supermarket items had risen by only 0,5%. On analyzing the grocery baskets consisting of one hundred products, it is getting to be obvious that they tend to decrease, for instance, ASDA was cheapest at an average of 169,46 (167,60 last year), followed by Tesco at 170,66 (170,64 last year), Sainsbury’s 174,93 (177,91), and Waitrose 194, 69 (192,14) (Jamieson). It should be pointed out that, regardless the growth of nominal prices at the majority of cases, prices in real terms have decreased within the last year. In such a way, it is possible to estimate that entering the online grocery market implies that this trend has to be taken into consideration and the company entering the market should be ready to further lowering of prices in real terms.
The placement of the product is also of a paramount importance. Taking into consideration that grocery is supposed to be sold online, it is necessary to develop the concept of the placement of the product respectively. Practically it means that grocery should be sold online, i.e. via Internet, and customers should have wide access to the product. At the same time, it is importa
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