Place Strategy for Dairy Farmers Milk :: Business Management Studies

Place Strategy for Dairy Farmers MilkCurrent situationI do the research in Woolworths supermarket of the maquarie shopping center(a). When I enter into the supermarket, The offset products I saw be the fresh vegetable and fruits, such as banana, strawberry, apple,etc. on the left is the fresh bread aisle, and there is a single aislewhich provide the valued produces. Walk along the bread shelves, thenI absorb the deli which sale lunchmeat, bacon and the like. When you turn honorable, you can see the frozen area, customers can choose refrigerateditems here, and White milk fridge is on the left end, erect near thedeli. In Woolworths Home Brand is placed in the left, Pura is in themiddle of the fridge, and they provide full cream milk, skim milk, andLite milk, In the right section is Dairy Farmers, And they onlyprovide Dairy Farmers Best, 1 liter, 2 liter, and Lite White, 2litre,That means a range of limited pack sizes and categories for consumesto choose. The fridge is carve up into 4 shelves, on the top is theSkim Milk with small pack size, the second is displaced with 1lt milk,the third is 2lt milk, and the bottom is the 3lts.Opposite the frozen area there are 12 aisles displace products fromfood to shampoo, and even garden care.CompetitionDirect competition==================Since the Home Brand and Woolworths is the Woolworths own-brands,supermarkets are all considering rationalizing the name brands theystock and documentation their own house brand, they put their products onthe most eye-catching place to attract customers attention, andprovide a range of pack size for customers, While dairy farm farmersproducts are less obvious, and they do not provide 3lt pack size onthe bottom shelf. There are just 1lt and 2lt milk on the first andsecond level in the right fridge, Woolworths only stock mycompetitions products, the reason is obvious they can make moremoney from that product than they would from a tough manufacturer.The direct competitor of Woolworths i s Franline, this supermarket isalso located on level 3, and its near the parking place, So its moreconvenient for customer who lease a car for shopping.Indirect competition====================Opposite the White milk fridge is the flavored milk aisle, juice andtea aisle, etc. shoppers have multiple choices when they bump thirsty.There is a food court on level 3, and more than 15 caf shops arelocated in this shopping center, since some customers of the shoppingcenter are students and staff of nearby office towers, when they findsome drinks, they can choose many items besides milk.