Marketing plan phase ii ??? grocery delivery assignment

Buyers need to evaluate and choose brands and products that the customer prefers to be resold in the market for an affordable price to the consumer. Organizational buyers make purchases from wholesalers, manufacturers, and others. The organizational buyer has the responsibility of selecting suppliers and negotiating terms of contracts about providing merchandise at low cost to its customers. Organizational buying involves making decisions pertaining to whether to buy, what to buy, the amount to buy, and from whom to buy (Perner, 1999-2010). The consumer buyers are the customers who purchase the merchandise from the organization.

Wal-Mart works hard to ensure that there is a supply of merchandise that the customer prefers on the shelves. Consumer buyers purchase goods and items for personal consumption, for the home, and the family. According to Chief Executive Officer, Mike Duke, many Wal-Mart shoppers live from paycheck to paycheck. Wal-Mart’s core shoppers are running out of money because of the rising cost of gasoline. If this trend continues, this can become a concern for Wal-Mart (Kavilanz, 2011). Factors that influence the purchasing decisions at Wal-Mart are the Initiator, Influencer, Gatekeeper, Decider, Purchaser, and User.

In this aspect, the smaller Wal-Mart Neighborhood Store is a force to be reckoned with. Smaller stores provide the same customer to store proximity as the Kroger, but with the human and financial resources to back up the goal. Conclusion In closing, it is obvious that Wal-Mart cannot just simply add a delivery service without many considerations. The above data has made it easier for the decision makers behind the proposed service. The designated target market is families and individuals in the lower working class in the urban areas with possible expansion to rural areas.

The organizational buyers provide merchandise at profitable price for Wal-Mart while maintaining an affordable price for the consumer buyers. Finally, Target and Kroger are among the major competitors that can compete with the delivery service of their own. References Armstrong, G. ; Kotler, P. (2009). Marketing: An introduction (9th ed. ). Upper Saddle River, NJ: Pearson Education. Kavilanz, Parya (2011). Wal-Mart: Our shoppers are running out of money. CNN Money. A service of CNN, Fortune and Money. Retrieved July 22, 2011 from http://money. cnn. com Perner, L. 1999-2010). USC Marshall. Organization Buying. University of Southern California. Retrieved July 22, 2011 from http://consumerpsychologist. com Rao, Naryana, K. V. S. S. (2010). Organizational Buying Process and Buying Behavior. Marketing Management Article Series. Knol 2010Aug 15. Internet Version 10 Retrieved July 22, 2011 from http://knoll. google. com Target. (2011). Maxwell House Breakfast Blend – 34. 5oz: Target. Retrieved July 23, 2011 from http://www. target. com/Maxwell-House-Breakfast-Blend-34-5oz/dp/B0040IIZ00/ref= sc_ri_1? ie= UTF8; node= 2335128011