Executive Program Manager This final paper should be between 8 to 10 pages for the content, not counting the title page or the reference page. You should have no less than five peer-reviewed refere
10
Assignment 5
Name
AMU
DEFM 551
Part 2: The target market for the online organic fruits store
Abstract
With the establishment of an online store, it will be possible for customers from all parts of the country to access our services through customer-centric applications and a webpage. For this study, we will seek to understand customers' preferences when purchasing fruits from online stores. According to the survey, there is health awareness of the impacts of nonorganic food on the public's health. Everyone is considering the healthy option and FDA (food and drugs association) approved products. Clients are more interested in lower delivery costs and competitive pricing offered by online stores. There is a need to provide more comprehensive detailing of production, where it has been sourced from, and delivery time. In contrast, the payment systems should be friendly and return if the delivery does not meet the customer's expectations.
Introduction
According to Dorais & Alsanius (2015), organic products are becoming more popular in the current era since customers are more informed of the adverse impacts of pesticides and poor farming methods that nonorganic products have on customers' health. Additionally, the demand for organic products has increased, but the central issue is unavailability and relatively higher pricing. For example, in local stores like Walmart, all varieties of organic and non-organic products are available but the organic cost twice as much as the nonorganic ones. Launching an online store will directly connect customers to the farmers, thus increasing access and timely delivery. The primary issue with organic food products is that they go bad faster; a direct connection through a customer-friendly website ensures more access and targets customers based on their geography, age, gender, and health awareness. This study explains why online organic fruit delivery stores will significantly promote access to quality products nationwide.
The literature review
According to Rahmawati et al. (2018), the demand for organic products has increased, not just for food products but also cleaning, clothing, etc., since customers are more aware of nonorganic effects on sustainability and their health. People who become more educated earn more and get families to prefer sustainable and organic products. According to Bhatti et al. (2020), online stores grew, especially during the covid19 pandemic, due to the government's strategic measures to reduce the spread of the virus. People would shop from online stores directly to their more convenient homes. Although the pandemic has ended, the online shopping culture has increased, and fewer companies offer direct organic product purchases from farmers.
Findings
Llanos-Herrera et al. (2022) found that organic stores should target customers that are more aware of the environment and their health and have a relatively higher income. Such people already know the impact of nonorganic products on their health; although organic products are more elevated, they will be willing to pay more for the premium. Additionally, the parents mind more about their children's health, seek proper care and growth, and are aware of the impacts of nonorganic products. Organic stores should ensure that products are relatively cheap and that appropriate marketing and product description are provided. The website and applications should be friendly so everyone can navigate, select their delivery points and pay securely and conveniently. Deliveries should be made on time since delays for fruits and improper handling means destroyed and de-shaped products unacceptable to customers.
The market analysis and customer selection process
Our organic fruit-delivery system will be artificial intelligence-powered, where customer data will be collected and used in the recommendations-making process. The company will collect customers’ information, including the selected products, browsing history, and the number of clicks of different products before they are added to the cart. Then we will regularly email them catalogs with updated prices and a newer variety available. An example, if the customer has shown interest in Asian blueberries in the search section, but they are out of stock, the information will be stored automatically, and once they are available. Customers will receive emails on the product’s availability, which will be sent weekly. Our marketing strategy shall focus on the wealthy areas since customers are more health-conscious and appreciate premium products.
The advertisement process of our project.
Besides service development, advertisement ensures people are aware of the product in-store and purchase it for a return on investment. Since our program is Ecommerce-based, we will use online methods of advertisement. For example, we will develop YouTube videos, use google advertisements and send adverts through Facebook, Twitter, and Instagram. The advertisements will briefly describe the company and the services offered. We will develop brochures and fliers about the company and distribute them over the neighborhood to attract more customers. Over time, we will create a comprehensive marketing plan and targeted marketing approaches. A cost leadership approach will be applied where products from our stores will be relatively cheaper than those of competing companies. It will help us attract customers, especially from the middle-income group.
Analysis of customer satisfaction
Customers' loyalty to an organization is directly related to satisfaction levels; since the e-commerce market is becoming competitive, we need to understand actions that will help retain customers and attract new ones. Delivering the highest quality is essential since most customers seeking online productions are skeptical of deliveries; we should ensure sanitary products are delivered on time and efficiently to boost satisfaction. Minor details like packaging, labeling products, and checking for damage are significant for fruit customers. Customer satisfaction will be increased through exemplary customer service. Therefore, we will have 24-hour open lines to ensure customers can class, raise questions about the company and receive instant feedback. Customer service provides a trusting environment, especially for new customers, which can establish a positive reputation for our organization.
Anticipated logistics and delivery process.
Having a streamlined supply and delivery process will ensure customer satisfaction. The procedure shall begin with customers creating personal customers on our website and providing their details like location and phone numbers. During purchases, one will select their preferred products from our company’s website, then check out by paying for them; the delivery fee will be based on the location. The employees will instantly check the condition of each product before packaging. The transportation will be done in a controlled environment; customers will directly track the location of ordered products and may request changes in delivery location thirty minutes after ordering. After delivery, customers will receive an email notification to review the product, while free returns will be available for defective products delivered.
Conclusion
Organic products' popularity has grown over the years; when beginning a fruit company, it's essential to consider customers' environment and health consciousness to ensure they are willing to pay higher for premium products. Additionally, the pricing should be competitive since the company will connect customers to the farmers directly and deliver products to their selected locations.
Summary
This study provides awareness and apprehension of the roles and implementation of an online organic fruit delivery system. The delivery should be the quickest possible, while payments should be flexible with free returns and bonuses like free deliveries, discounts, and redeemable points to attract more customers. Customer experience, values, and preferences should be critical throughout the process so that fruits are correctly handled and delivered on time before going bad and getting reshaped, affecting customer satisfaction. Linking customers directly from the source will ensure convenience and flexibility. Specific terms and standards must be met before perfectly fitting into the environment.
References
Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during the COVID-19 pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449-1452. https://www.researchgate.net/profile/Ahmed-Khan-67/publication/342736799_E-commerce_trends_during_COVID-19_Pandemic/links/5f04603c458515505091c291/E-commerce-trends-during-COVID-19-Pandemic.pdf
Dorais, M., & Alsanius, B. (2015). Advances and trends in organic fruit and vegetable farming research. Horticultural Reviews: Volume 43, 185-268. https://onlinelibrary.wiley.com/doi/abs/10.1002/9781119107781.ch04
Llanos-Herrera, G., Vega-Muñoz, A., Salazar-Sepúlveda, G., Contreras-Barraza, N., & Gil-Marín, M. (2022). Environmental and Health Factors as Organic Fruit Purchase Drivers and the Mediating Role of Price and Effort. Horticulturae, 8(10), 955. https://www.mdpi.com/2311-7524/8/10/955/pdf
Rahmawati, N. A., Suroso, A. I., & Ramadhan, A. (2018). Factors influencing the purchase intention in online organic fruit and vegetable stores. Jurnal Manajemen & Agribisnis, 15(3), 209-209. https://jurnal.ipb.ac.id/index.php/jmagr/article/download/24101/pdf
