SWOT, PEST, FUD and BAF based on INFRASTRUCTURE MANAGEMENT AND PRODUCT MANAGEMENT

1. MKT 690 ADSZ^2
PITCH No.3
Bitzer, zachary
goyal, sanchit
guo, dingxiang
patel, abhi
zahid, zohad
WE HAVE TO CONVINCE EVERYONE TO
BUY PRODUCTS FROM OUR
MARKETPLACE！！！!

2. SWOT
Strengths
• Has a number of “pure” fresh food vendors selling only produce,
meat, poultry, and seafood but not fast foods
• Will be recognized as an important city asse
• Healthy foods social marketing and menu changes
• Serves fresh food needs of many city residents
• A very few well-known, branded merchants
Weaknesses
• The expense of security
• There will be lack of authenticity - ethnic foods being sold by
people of unrelated ethnicities

3. SWOT
Opportunities
• Growing interest in markets and quality, local food
• Consumer affection for and memories of the Marketplace
• Growth of NB
• Growing residential neighborhood around Market
Threats
• Persistent challenges to create a comfortable and safe environment
around the Marketplace
• Other fresh food delivery companies like Peapod, AmazonFresh,
FreshDirect, etc

4. PEST
Political ：Government rules and regulations
Economical： Economic factors(inflation
rates)
Social: Different cultures and backgrounds
Technological: “As you cannot live
without water, you wont be able to live
without technology in the future”
Shape Up Somerville Approved

5. FUD
Price due to fresh products,
investment of more time shopping
for certain products with secondary
risk in seasonality, perceived as
unclean unlike in store.

6. FUD
Uncertainty
Worth the money, value, certain foods being
in stock or available, afraid to leave comfort
zone for diets, can I cook with the ingredients
I actually purchase .

7. FUD
Doubt
Perceived Quality, social status
while shopping, store layout may
not be convenient for certain
shoppers, may not meet the
certain needs of consumers in
their personal buying habits,
produce may not meet needs or
knowledge of certain consumers,
purchasing at individual booths
will be way too slow and take
too much time, no nutritional
information may detract certain
consumers.

8. BAF
Benefits:location of marketplace, variety of different products in one
location that are fresh, value of produce, cheaper without the extended
drive times out of food deserts that store normally require, easy road
access to the location for consumers purchasing food as well as shipments
Advantages: Low transit costs for consumers, larger scale as multiple
farmers and merchants will be involved, community based with interaction
in the entire area
Features: Open air and closed building allowing for expansion and
retraction depending on weather, entertainment from vendors or local
performers, wide variety of local produce that will change with the season,
easy access and parking for cars and city transit, booths allow for farmers
their own space and location to sell their goods

9. MARKETING MIX-Product
• Getting things at the right place, in the right
quantity, to the right audience, at the right
time
• Wow thing for the consumers
• Are these the right products or services

10. MARKETING MIX-Price
Competitive pricing

11. MARKETING MIX-Place
• Convenient to everyone
• Open and covered places
• Large area, different activities all
around

12. MARKETING MIX-
• Advertising
• Public relations
• Sales promotions
• Newspapers
• Magazines
• Radio
• Will be promoting
environment
friendly packaging
• Attractive packaging

13. MARKETING MIX-People
Employment opportunities
Relief for farmers
In his best-selling book, Good to Great, Jim
Collins discovered the most important factor
applied by the best companies was that they first
of all "got the right people on the bus, and the
wrong people off the bus." Once these
companies had hired the right people, the
second step was to "get the right people in the
right seats on the bus."
Different and a challenging task