HOME FOREIGN FOOD (HFF)                                                            Stefka Dzhumalieva & Laia Pagés

 

1.- PROJECT TOPIC AND VALUE                                                                                                                                                                

 

Ø        A lot of people from different countries need to work, study or just live abroad for a certain period of time, they can meet problems with finding the food that they are get used to use. It could be difficult for them to eat the native food and they are going to miss the most common products in their countries.

Ø        On other point of view, there are some Czech people who would like to try typical foreign food, it could be exotic and give pleasure.

Because of these facts we would like to create a real shop in a strategic place, HFF, where all of them could find the section they want (French, Spanish, Italian, Bulgarian, Greece, Turkish…) and buy what they need. Also a service will be derived for ordering:

§          A big amount of products from the shop (e.g. a restaurant)

§          A certain amount of products chosen from a list with specific products that are usually not on offer.

 

2.- IMAGE OF RESULTS                                                                                                                                                                                 

 

a) BOSTON MATRIX

 

High   MARKET GROWTH   Low	STAR	PROBLEM CHILD
	CASH COW	DOGS
	High   MARKET SHARE      Low

 

Problem child: High Market Growth: ours products are increasing the food market but in a specific way; Low Market Share: always the number of foreign people will be low than the local one, so HFF needs promotion to be known enough.

 

b) ANSOFF MATRIX

	PRODUCT

 

 

 

 

	Mature	New
Mature	PENETRATION	PRODUCT DEVOLOPMENT
New	MARKET DEVELOPMENT	DIVERSIFICATION

 

 

 

 

 

 

 

Penetration: Well-know products for the foreign people in the food market.

Diversification: New products for the Czech people in a new specific sector of the market for them.

 

3.-  SEGMENTATION, TARGETING & POSITIONING                                                                                                                                 

 

a)        SEGMENTATION: act of dividing a market into distinct groups of buyers who might merit separate marketing mixes:

v       Actual demand:

§          Geographic approach: Prague - big urban city and cosmopolitan; Czech people: 90’4% vs. foreign people permanent living: 9’6%.

§          Demographic approach: all Ages; both Sex; all Family Life Cycle; all Occupation and Education; and all Religions, Races and Nationalities too.

v       Future demand:

§          Psychographic approach: middle and upper Class; Lifestyle: traditionalist (foreign people), people attracted by exotica (Czech people); Open-mind people.

§          Behavioural approach: Rural (foreigners) Special occasion (Czech); Benefits: quality; User status: regular & heavy user (foreigners) Potential & light (Czech); Attitude towards product: Enthusiastic & positive (foreigners) Enthusiastic & slight fire because is newness (Czech).

b)        TARGETING: defining the hole not cover in the market for our competitors:

v       Differential marketing: HFF will use different marketing strategies depending on whether people are foreigner or local. The criteria for selection of targeted segments is specified by the needs of target market, so the segments are:

Ø        Foreign people

Ø        Czech people

Ø        People/organisation who/which use one or several kinds of products and order them regularly.

c)        POSITIONING: it is chosen to introduce new products and services to fill ‘gaps’ in the market.

 

4.- MARKETING PROGRAMS                                                                                                                                                                       

a)        PRODUCT LIFE CYCLE

PHASE: Introduction

The growth is slow and volume is low because of limited awareness of the product's existence and perhaps a reluctance to accept an unproven product.

Strategy: variety launch and promotion, field demonstrations and extension

 

b)        MARKETING MIX

-          PRODUCT:

                                                               i.      Food (tangible product); Typical Souvenirs (attracting costumers); Extra services (orders from the shop or from a list).

                                                              ii.      External attributes: Brand: HFF; Logo: Try again!!!

                                                            iii.      Differentiation based on availability differences.

-          PRICE:

                                                               i.      Setting price: Price-quality effect (products are exclusive); selecting the pricing objective: at first survival, later increasing current profit and sales growth;

                                                              ii.      Adapting price: cash discounts 5% (Foreigners buying products from their own country; Czech buying products from 2 or more countries); quantity discounts (for orders).

-          PLACE:

                                                               i.      Location: HFF real shop well situated in a strategic place in Prague; Different sections for different countries; in every section will be provided a number of products and typical souvenirs.

                                                              ii.      Distribution: the channel: short (personal selling); strategy: exclusive distribution (only in one shop)

-          PROMOTION:

                                                               i.      Advertising: Mission: inform and persuade; Message: Try again!!! (food); Media: web-site, specialized magazines and newspapers, yellow pages; Money: 2% of sales.

                                                              ii.      Sales Promotional: addressed to consumption (look PRICE).

                                                            iii.      Merchandising: offer to try the products in the real shop for free.

 

5.- MARKETING RESEARCH                                                                                                                                                                         

 

a)        Information: Preliminary Research: asking experts of market (Carrefour) & Survey; Secondary Research: colleting statistical, internet, trends of consumption…

b)        Origin of Information: Research Method: quantitative => 2 Surveys: For Czech people & Foreigners. Questions about: Countries, products, orders, souvenirs, place, successful idea, personal (11 questions: 6 dicotonics, 2 multi-choice, 2 uni-answer, 1 opened).

c)        Research design: Exploratory

 

6.- RESULTS AND CONCLUSION                                                                                                                                                                

 

Ø        Czech people: Afraid but Interested; would like to feel distant Countries and all their Products but especially deserts; no Order (they don’t know the products); Souvenirs - yes (it is funny); Place: near Carrefour or old town square like Tesco; better is an Own Shop; good Idea, but need of Promotion.

Ø        Foreigners people: need Awareness of the Existing of the shop (advertising in the airport, bus & metro stops, in the street); Prefering this shop - they know the brands; They miss Products derived from milk (cheese, yogurts); Some of them do not miss food - they will use the shop when they would like to prepare/show a typical meal from their own countries; Shop in the Centre; some Orders; Successful Idea.

According with the results HFF is a good, new, interesting, innovative, funny (souvenirs), extroversive, attractive idea!!! It would be great to open one HFF shop, like an exclusive shop, in every capital in the world!!!