Just Peace
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Our social supermarket called Peace Food is located in Oldham, Manchester, targeting minorities, lower/middle income workers, and elderly people with discounted food prices. Peace Food sells good quality food that has been rejected by Tesco's within a few days of their sell-by date at over half price cheaper. It combats hunger in the most deprived part of the UK while keeping costs very low and giving ex-convicts employment and a platform to share their stories. Peace Food links to UN Goal 16 of promoting just and peaceful societies by ending hunger, promoting justice for all, and supporting other peaceful movements. It aims to build recognition nationwide and worldwide as a strong institution.
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Just Peace
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but it should apply across several regions.
A typical regional breakdown is as follows:
Africa, Asia, and the Pacific (including Australia)
Europe and the Middle East, Latin America, and
North America. A ‘‘regional’’ marketing strategy
is one that coordinates the marketing effort in
one region.
A GMS should not be confused with a global
production strategy. Outsourcing and foreign
manufacturing subsidiaries, common features
of a global production strategy, can be used
with or without a GMS for the finished products.
As listed in Table 1, GMSs can involve one
or more of several activities.
The coordination involved in implementing
a GMS unavoidably leads to a certain level
of uniformity of branding, of packaging, of
promotional appeal, and so on (Zou and
Cavusgil, 2002). This also means that a GMS,
in some ways, goes counter to a true customer
orientation (see MARKETING PLANNING). The
product and marketing mix are not adapted
to local preferences, as a customer orientation
suggests. This is a potential weakness of GMSs,
Table 1 Components of a global marketing
strategy.
Items Listed in Order of Descending Occurrence
• Identical brand names
• Uniform packaging
• Standardized products
• Similar advertising messages
• Coordinated pricing
• Synchronized product introductions
• Coordinated sales campaigns
and leaves opportunities open for local products
and brands.
As the notion of integrated marketing
communications (see INTEGRATED MARKETING
COMMUNICATION STRATEGY) suggests,
the ensuing consistency can have positive
revenue benefits because of reinforcement of a
unique message, spillovers between countries,
and so on. But the main driving force behind
the adoption of a GMS is the scale and
scope of cost advantages from such uniform
marketing strategies. These cost advantages
include elimination of unnecessary duplication
of effort, savings on multilingual and same-size
packaging, use of the same promotional material,
quantity discounts when buying media, and so
on. The pros and cons of a GMS are given in
Table 2.
THE ORGANIZATIONAL CONTEXT
Firms typically contemplate adopting a more
coordinated GMS, once they have significant
presence in several countries and regions. Since
local markets will never be exactly the same,
a proposed global strategy will generally not be
welcomed by the country managers. The existing
local operations will have to be convinced to
adopt the new global strategy. Thus, a GMS
is always top-down, not bottom-up, and it is
easy for antiglobalization sentiments to stir even
within a multinational company.
The typical solution to this problem is to allow
country managers to be involved in th
Tesco
Tesco is a large UK-based grocery and retail company that entered the US market in 2007 with their Fresh & Easy Neighbourhood Market stores. This document examines Tesco's innovative aspects in entering the US market. It outlines 10 dimensions of innovation Tesco employed, such as establishing a distribution system without local partners, product and format innovation tailored to US customers, and understanding complex consumer demographics. The document also notes that entering the US market was a major gamble for Tesco and risked market failure if not successfully innovated.
Reed Supermarkets - A New Wave of Competition
Reed Supermarket has operated grocery stores in the Midwest since 1939. It now has 192 stores but faces increased competition that threatens its market share. In the Columbus, Ohio market, where Reed has 25 stores, competitors include large supermarket chains, warehouse clubs, and dollar stores. Dollar stores in particular have grown rapidly and sell a variety of goods at low prices. To respond to these challenges, Reed will focus on increasing its private label healthy products, expanding prepared foods, redesigning its website to provide recipes and advice, and creating membership programs to reward loyal customers. These strategies aim to strengthen Reed's positioning and grab 16% of the Columbus market share by 2011.
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Just Peace
- 2. Our social supermarket: Peace Food • A social supermarket based in Oldham, Manchester (population: 217,000) – the most deprived area in the UK • Target market: minorities (non-white citizens), lower/middle class workers looking for discounted prices, elderly people receiving low wages (the top 3 types of customers of another social supermarket in the UK) • Sells good quality food which have been rejected (Tesco’s new policy), closer to their sell-by date, up to more than half price cheaper
- 3. Why a social supermarket? • Combats hunger in the most deprived part of the UK, feeding into Goal 2 of The UN’s Global Goals • Keeps supplies costs very low, as it is “rejected” foods • Ex-convicts as our employees – reformation, gives them a second chance, platform for them to tell their stories • Volunteers – keeps costs low, enthusiasm and passion for the goal
- 4. How does it ALL link to Goal 16? • Gives the ex-convicts a platform to tell their story and promote peace • Ending hunger, Goal 2, feeds into Goal 16 by giving justice to everyone – the right to food • Aim to become a strong institution by building up recognition nationwide as well as worldwide • In support of other peaceful movements, for example, #BlackLivesMatter, Children of Peace, World Peace Foundation
- 5. Where are we getting our money from?
- 6. Our social media Instagram: justpeace.world Twitter: @JustPeaceWorld Youtube: Just Peace Website: justpeaceworld.weebly.com