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marketing_title_page_final - Goods and Services Mr Joseph...

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Goods and Services Mr. Joseph Woldegiorgis Marketing 301 April 26, 2011 David Black Nancy Crawley DJ Martinak Justin Simpson
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Intro. The topics we have been assigned to research are they key convenience store goods and services. The convenience store being studied is the College Food Mart across the street from Wingate University. The owner of College Food Mart is Mr. Joseph Woldegiorgis. He owns three other different convenient stores within the Charlotte area. He gets his supply of gas from the company Exxon. Our intent with College Food Mart is to do research on a variety of goods and services that they provide, and then look for ways to improve their business. Through certain recommendations we may be able to help the College Food Mart convenience store to greatly improve their profits. One way we can gather information would be to base our research off of other competitors, which would give us an idea of what consumers really want. As a group we came up with a few examples of how we could improve the College Food Mart. These examples include: make a variety of goods and services more available, more advertisement on computers and on the side of the store, make a walk way across the street to make it safer for consumers, add a small personal food chain that Mr. Woldegiorgis can provide himself, improve lighting, and better the arrangement within the store to make more space available. Situation Review The College Food Mart is a profitable convience store organization, as well as an Exxon gas station. College Food Mart is one of the three convience stores owned by Joseph Woldegiorgis. Local competitors are Valero, BP, Shell, Food Lion, Dollar General, 1 towards
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Marshville. These companies are College Food Mart’s competition, because they all try to sell similar products at slightly different prices. Advertisement for College Food Mart is weak. The store struggles in this department, because they have a small variety of advertisement displayed inside and outside the store. For example, the wall facing Highway 74, only has three small advertisements for people passing by to see. One way College Food Mart could improve their advertisement could be to put videos at gas pumps. These videos could let the consumer see and hear advertisements on screen, while they are pumping gas (High-Octane Advertisement). One company that is putting these videos to use is Tulsa’s Mercury Media. Through tests done over the last year, Mercury Media has seen that the advertised items went up by 50% (High-Octane Advertisement). While customers are pumping gas, instead of staring randomly off, they could be watching/listening to these videos. These videos may catch their eye and draw them in to buy products (Postlewaite). College Food Mart may struggle with advertisement, but they also do have a few good strategies. Color is a good powerful psychological tool that can send positive or negative messages to a customer. College Food Mart uses the color red as the border of their store on the outside. The color red is known to draw attention to consumers (Color Psy. And Mar.).
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