The sales strategy is to have the best produce at the best prices. We know that English people like value for money, and that is what we intend to give them. It is important that the shop entice people with better quality product, great prices and great service, because this is really what customers expect. The promotional plan will emphasize all three of these different things, because they are all important. The promotion will focus mostly on local newspapers and community marketing, because these are the ways to reach the Luton audience without spending on a London budget. If we spend a few hundred pounds on promotion, this will allow us to have a good exposure to the market, and then from there word of mouth will drive a lot of business growth, because people like fruits and vegetables so much.
The pricing is going to be to give people value for money. We think that if we offer lower prices than the big competitors that we can draw business away from them, and make our own business successful. But for us, the real point of competitive advantage is still going to be the service, because we are not a big national chain where people are always sour and do not want to be there. We will make sure that our promotional material will focus on the service element, and on the high quality of our fruits and vegetables.
Lastly, the web strategy is important because everybody needs a web strategy in 2013. We will have a website that will provide information to customers, will market our fruits and vegetables, state the location and will also highlight useful things like special deals, new product arrivals and probably also social media as well, maybe recipes and pictures.