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Market analysis

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Market analysis

  1. 1. Market Analysis Team #1.8Wes Drees, Taylor Morrison, Wes Pruitt, Peter Ikeda, Raven Williams
  2. 2.  Current Perception ◦ Cheap ◦ Low Quality Potential Improved Perception ◦ Equivalent to national brands ◦ Better tasting ◦ Cheap How? ◦ Establish HEB College Day ◦ Establish HEB campus representative ◦ Establish heavy social media presence Benefits ◦ Save customers money ◦ Voted better quality in taste testsProduct Concept
  3. 3.  Price matches with quality. Competitor Strengths ◦ Strength is associated with more recognizable brands ◦ Can be cheaper than HEB Competitor Weaknesses ◦ Lower quality than HEB brand ◦ Smaller selection of store brand productsCompetitive Analysis
  4. 4. High Price Archer Farms HEB BrandLow Quality High Quality Kroger Randall’s Safeway Wal-Mart Select Great Value Low PriceCompetitive Analysis
  5. 5.  College students ◦ Estimated 1.7 million in Texas Price conscious ◦ Better quality for less Market Size ◦ 55% of market= 935,000Target Market
  6. 6. Favorable vs. Unfavorable Opinion of HEB Brand98765 Favorable4 Unfavorable3210 Male FemaleMarket Research
  7. 7. Students who would attend HEB College Day 25 20 15 Yes 10 No 5 0 Attendance at HEB DayMarket Research
  8. 8.  What would make HEB Day better? ◦ Free Food ◦ Attractions ◦ Coupons ◦ Prizes/GiveawaysMarket Research

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