This document summarizes various analyses for a proposed public marketplace concept in New Bedford, MA, including: - A SWOT analysis identifying strengths like no competition and community support, but also weaknesses like an unknown brand and lack of infrastructure. - A PEST analysis outlining political, economic, social and technological factors like regulations, costs, trends and technology needs. - A FUD analysis of fears, uncertainties and doubts for the city, consumers and suppliers. - A BAF analysis of benefits, advantages and features around revenues, costs, accessibility and customer experience. - A marketing mix plan covering the product, price, place, promotion, packaging and people elements. - An AIDA marketing strategy to

1. Collaborative Project:
A Public marketplace concept for
New Bedford
Aino Partinen
Ankita Zaveri
Danielle Correia
Sales Pitch
Analyses

2. Sales Pitch Analyses
• SWOT Analyses
• PEST Analysis
• FUD Analysis
• BAF Analysis
• Marketing Mix
• AIDA

3. SWOT Analyses
Strengths
•No similar market exists
•Community Leaders support
the business
•Strong supplier market
(seafood)
Opportunities
•Consumers trending towards
healthy eating
•Growing preference for local
products
•May attract more tourists
Threats
•Rising food costs
•Increased government
regulations in farming/fishing
•Fuel costs may impact supply
•Weather change
Weaknesses
•Unknown brand
•Weak supplier network
•No ready infrastructure yet
S W
TO

4. PEST Analyses
Political
•Regulations
•Changing Laws
•Consumer Protection/Liability
Social
• Changing consumer
attitudes
• Trends/Buying habits
• Changing demographics
Technological
• Amount of technology
required
• Changes in distribution
• Customer Resource
Management
Economic
• Costs (goods, utilities,
transportation, wages)
• Unstable local and global
economy
• Rising cost of inputs
• Weather/Catastrophes
P E
TS

5. FUD Analyses

6. FUD Analyses
FEAR
CITY
• Marketplace will not attract
enough consumers or
suppliers
• Marketplace will not be
successful
• Financially
• Image
CONSUMERS
• Poor quality
• Not a positive experience
SUPPLIERS/
PRODUCERS
• Possible negative
impact on brand image
• Financial uncertainty

7. FUD Analyses
UNCERTAINTY
CITY
• Improvement in standard of
food consumption among
population
• Increase in employment
• Decrease food deserts
CONSUMERS
• Solution to the problem of food
deserts, increase accessibility
• Acceptance of the concept
SUPPLIERS/
PRODUCERS
• Sale of perishable
goods
• Potential for expansion
of customer base

8. FUD Analyses
DOUBT
CITY
• Consumers will not accept
marketplace as part of the
fabric of the community
CONSUMERS
• Will not be a positive experience
SUPPLIERS/
PRODUCERS
• Consumers will not
react positively

9. BAF Analyses
BAF
BENEFITS
• Increased Revenues
• Convenience (location)
• Value (fresh, local)
ADVANTAGES
• Reduced transportation costs
• Accessibility (food deserts)
• Community connection
FEATURES
• Clean
• Accessible
• Safety/Security
• Year round (open air
and covered retail
spaces)

10. Marketing
Mix
Product
Price
Place
Promotion
Packaging
People
Marketing Mix

11. • Unique selling proposition
• Local, “fresh”
Marketing Mix -
Product

12. • Unique selling proposition
• Value items (perceived)
Marketing Mix -
Price

13. • Unique selling proposition
• Community Oriented
Marketing Mix -
Place

14. • Traditional Media
• Web
• Marketplace Website
• Social Media
• Link to agriculture websites
• Link to suppliers/producers
• Cooking classes/ Events/
Demonstrations
• Coupons/ Discounts
Marketing Mix -
Promotion

15. • Reusable bags with
Marketplace logo
• Green packaging
Marketing Mix -
Packaging

16. • Employees
• Knowledgeable, trained
• Suppliers
• Customers
Marketing Mix -
People

17. AIDA
• Local and regional
Advertisements
• Website creation and
promotion
Attention
• Web content
• Newsletters
• Social Media/ Blogs
• E-mail
Interest
• Promotion among niche groups
• Brochures
• Engaging contests/ eventsDesire
• Sales promotion
• Testimonials
• Successful CampaignsAction

20. Thank You!