MBUS, Business Administration

Marketing Management, BUSA633

“Marketing plan”

Supervisor: Dr. Amal Nazzal Second semester 2021-2022

How can customer insights help the business to increase its

annual revenue/profits through maximizing its customers’
lifetime values?
“Max Fresh Supermarket”

Student names: Roula Jubeh Id# 1215257

Mahmoud Aqra Id# 1215030
Younis Hamam Id# 1215214
 Max fresh Supermarket; Al- Masyoon Branch

1. Executive Summary
Supermarkets play an important role in our daily life routine that distributes all the
people’s wants and needs of the types of food that is consumed by them. The evolution of these
stores in recent years has been quite dynamic on the basis of their good combination of supply,
proximity and service.1 The customers are the center of attention of the managers and owners of
these supermarkets. They are always in constant study of the market, new trends and updates to
create possibilities through this knowledge pull. This early knowledge through technological,
market research and competitor analysis get them the needed information in decision making to
increase the relationship between the customers and the supermarket which will positively also
increase the customer’s life value. Many studies around the world worked on the customer’s life
value and its relationship with supermarkets loyalty and how to obtain this customer life value.
Supermarkets operating in Nigeria may have chosen to grow customers’ value through personal
interactions due to the high cost of investment in analytical CRM infrastructure and low level of
dynamic capability to integrate infrastructure into people and processes.2 By either person
interactions or using CRM infrastructure all can help to have a better understanding of a
customer insight that will help in keeping the CLV. Max Fresh supermarket is a specialty
grocery story that has two branches; Al-Masyoon and Al-Sharfeh . It sells high quality fruits,
vegetables, American products and many more. Their number of customers yearly is 182500 as
Mohammad Musleh; the branch manager mentioned in the interview. He also spoke about how
they work in the supermarket and try to get what the customers’ needs in the fastest possible
way. He did also mention that they always get high standard quality brands and especially the
products that are not found in other supermarkets such as the Espresso coffee and sauces. Saleem
Mesih the supervisor of Max fresh said that they get certain products when the customers
themselves ask for them and that’s when they get it. Why not be ahead of the customers and not
wait for them to ask for a product. Understanding the insights of customers is very important so
the supermarket can be the number one competitor in the red ocean strategy. Technology and
data mining has made it easier for supermarket managers to realize what the market needs . This
makes data to be easily consumed and analyzed for the benefits for their business.

2. Situation Analysis

1
https://www.diva-portal.org/smash/get/diva2:239801
2
https://www.scirp.org/html/12-2120151_30136.htm
Internal Analysis Strength Weakness
High quality Fresh fruits and Over priced
vegetables
Located in an active street Small shop area compared
with others such as
Bravo,Shini,…
Availability of Coffee There is no meat section
bar ,bakery, Saleh khalaf
spices sections
Face book page is active Low engagement on Face
book page
Good Management Low discount on products
Complete customer service Poor social media promotion
Diversity in products ( Keto, Lack of local products
diet, protein products, Easy-on
the run, bakery)
Always organized and clean There no delivery service
Pricing on all products No pricing on all items
High quality
products( American and
European products)
Ready/easy to cook products
( Rice and chicken with spices
, Sheesh Bark, Raw Kobeh,
spring rolls and Sambosek)
Reward card points
Healthy life style products
(Keto, diet, protein products)

External Analysis Opportunity Threats

Ability to make discounts on Limited suppliers
products
Easy promotions these days The increase of products cost
especially on social media because the economic
situation
The ability to use new Government regulations and
technology such CRM taxes
software to increase the
understanding of customer
behavior
Seasonally Sales Low ability to import products
from many countries because
of occupation regulations
 The increase of number of New competitors that might be
population a danger to the market
New lifestyle techniques Low –price competitors
increase the need for easy to
cook products
Increase trend toward healthy National Strikes and
life style products especially pandemics
after the awareness of self-
health
Lack in local products that
cause markets to import from
other countries which increase
the prices
Low income level
We cannot import some
products because of
occupation regulations

3. Market Summary/current data collection

Primary data:
 Max fresh uses membership cards and they are converted into points, where the customer
saves up points and uses them in the future for exchange for products.
 Max fresh costumers are 60% from the local area (Ein Monjed and al Masyoon),20%
loyal customers from faraway places and 20% are passers-by
Comparing this year consumption with the previous years?
 Noticeable increase on demands for heathy and keto products.
 Max fresh has a lot of advantages against others such as foreign products, well
arrangement and cleanliness and no crowds on the shop.
 Max fresh most profitable costumers are large families.
 The local competitors in the same area are Baghdad super market and Bravo al Masyoon.
 Max fresh costumers are mostly from high income people.
 After asking a few interviewers about their thoughts and experience about Max fresh
supermarket, 90% of them agreed that the quality of food, fruits and vegetables are high
and with high standards. They also agreed that the service of the supermarket is great and
the employees are friendly and helpful. The product diversity and American products
lead these customers to buy from Max fresh. One of the customers said that she goes to
Max fresh for the special brand of chicken that is found there. The other 10% of the
interviewers believed that the store is over-priced and is not on their way so they didn’t
 buy from it. They also didn’t deny the fact that the supermarket is clean and with high
quality of products.

Secondary data:
1- Daily wages:
According to the Palestinian statistics the daily wages for Ramallah and Al-Bireh
Governorate is relatively high according to the other Governorates and cities. This will
lead to an increase in consumption rate in this Governorate. So the supermarkets should
take advantage of this percentage and high audience to their benefit with creating the best
Customer relation management to result to CLV.

‫ المنطق‬2015 2016 2017 2018 2019 2020

‫ة‬
‫والمحاف‬
‫ظة‬
‫الضفة‬
‫الغربية‬

‫جنين‬ 86.3 91.6 97.3 98.8 105.4 111.1

‫طوباس‬ 95.8 98.1 98.4 100.3 109.2 112.9
‫واألغوار‬
‫الشمالية‬

‫طولكرم‬ 90.1 91.4 90.9 98.6 102.5 106.3

‫نابلس‬ 88.1 92.3 95.8 100.1 105.2 108.4
‫قلقيلية‬ 86.4 89 89.6 95.3 103.2 107.5
‫سلفيت‬ 98.6 103.3 106 104.1 109.3 119.7
‫رام الله‬ 109.8 115.2 120 118.2 119.9 123.6
‫والبيرة‬

‫أريحا‬ 83.7 94.5 93 88.9 93.4 94

‫واألغوار‬

‫القدس‬ 98.2 105.8 110.4 151.2 166.3 164.5

‫بيت لحم‬ 100.1 103.6 103.9 108.9 115.4 119.8
‫الخليل‬ 92.6 92.9 98.2 105.7 106.7 111.1
‫المجمو‬ 94.7 98.4 101.8 109.4 118.9 121.93
 ‫ع‬

2- Household food Percentage monthly expenditure and consumption over total percentage
of expenditure and consumption is approximately 36% from 2001-2017. World-wide
consumption percentage is approximately 25% which indicates that the Palestinian house
hold spend more than the world-wide percentage which contributes in an increase to the
supermarkets revenues 4 .The larger percentage of Max fresh customers are families
which is equal to 60% of their customers ( 40% big families and 20 % small families) .
This indicates that Max fresh should focus on these customers since they make up a large
part of the society’s consumption. As shown in the table below, Palestinians consume a
lot of chicken and meat so Max Fresh should innovate their Masyoon branch and add a
meat section to their supermarket so they can attract new customers.
2017 -1996 ،‫متوسط انفاق واستهالك األسرة الشهري بالدينار األردني في فلسطين‬
‫السنة‬ ‫مجموعات‬
2017 2011 2010 2009 2007 2006 2005 2004 2001 1998 1997 1996 ‫السلع‬
‫والخدمات‬
3,739 4,317 3,757 3,848 1,231 1,281 2,152 3,098 3,022 2,836 3,275 4,500 ‫عدد أسر العينة‬
5.5 6.0 6.0 6.0 6.4 6.4 6.5 6.6 6.9 7.0 7.1 6.9 ‫متوسط حجم‬
‫األسرة‬
285.1 339.7 322.4 284.3 223.8 208.1 198.8 192.6 183.1 220.3 222.9 229.3 ‫اإلنفاق‬
‫النقدي على‬
‫مجموعات‬
‫الطعام‬
43.6 54.3 51.0 48.6 34.8 32.3 30.6 31.5 28.2 34.2 37.0 42.6 ‫الحبوب‬
‫ومنتجاتها والخبز‬
69.2 85.3 82.3 72.5 59.8 53.3 52.3 48.1 45.9 61.4 57.9 55.8 ‫اللحوم والدواجن‬
6.0 7.4 7.5 6.8 4.2 4.3 3.9 3.9 3.5 3.9 4.1 4.3 ‫األسماك‬
‫ومنتجات البحر‬
24.9 27.7 25.4 23.2 18.7 18.3 16.7 17.0 17.2 18.8 20.0 19.6 ‫األلبان ومنتجات‬
‫األلبان والبيض‬
8.8 13.9 13.6 10.3 8.1 8.4 6.8 6.9 5.8 9.4 7.9 10.3 ‫الزيوت والدهون‬
23.7 26.6 25.6 23.5 18.6 17.0 17.9 17.4 17.1 21.4 21.2 21.7 ‫الفواكه‬
‫والمكسرات‬
42.3 43.1 43.1 37.3 30.0 28.0 26.1 26.7 28.9 31.0 31.9 30.0 ‫الخضراوات‬
‫والبقوليات‬
‫والدرنيات‬
13.6 18.8 17.5 15.1 13.3 13.0 12.5 11.2 11.7 11.7 12.6 14.2 ‫السكر‬
‫والمنتجات‬
‫السكرية‬
14.8 16.3 15.1 12.8 10.5 9.0 8.9 8.6 8.5 11.1 10.7 10.7 ‫المشروبات غير‬
‫الكحولية‬
14.5 19.1 17.0 14.4 11.5 11.5 10.9 10.3 8.1 8.9 9.7 10.1 ‫الملح والتوابل‬

3
https://www.pcbs.gov.ps/site/lang__ar/507/default.aspx
4
https://www.skynewsarabia.com/business/869886-%D8%A7%D9%95%D9%86%D9%81%D9%88%D8%BA
%D8%B1%D8%A7%D9%81%D9%8A%D9%83-%D8%A7%D9%95%D9%86%D9%81%D8%A7%D9%82-
%D8%A7%D9%84%D8%AF%D9%88%D9%84-%D8%A7%D9%84%D8%B7%D8%B9%D8%A7%D9%85?
fbclid=IwAR32f0Cyuz-WLGmKIdmlvekTSamiC3iAjJCbnZeN073qKXtgbY6cZAsAPoA
 ‫وأطعمة أخرى‬
‫‪23.8‬‬ ‫‪27.3‬‬ ‫‪24.3‬‬ ‫‪19.8‬‬ ‫‪14.4‬‬ ‫‪13.0‬‬ ‫‪12.1‬‬ ‫‪11.0‬‬ ‫‪8.1‬‬ ‫‪8.5‬‬ ‫‪9.9‬‬ ‫‪9.9‬‬ ‫وجبات جاهزة‬
‫من خارج المنزل‬
‫‪5.3‬‬ ‫‪11.3‬‬ ‫‪10.2‬‬ ‫‪12.9‬‬ ‫‪9.6‬‬ ‫‪7.8‬‬ ‫‪7.8‬‬ ‫‪8.2‬‬ ‫‪7.0‬‬ ‫‪7.8‬‬ ‫‪9.3‬‬ ‫‪10.2‬‬ ‫اإلنتاج الذاتي‬
‫من الطعام‬
‫‪290.4‬‬ ‫‪351.0‬‬ ‫‪332.7‬‬ ‫‪297.2‬‬ ‫‪233.3‬‬ ‫‪216.0‬‬ ‫‪206.6‬‬ ‫‪200.7‬‬ ‫‪190.1‬‬ ‫‪228.1‬‬ ‫‪232.2‬‬ ‫‪239.4‬‬ ‫االستهالك‬
‫الكلي من‬
‫الطعام‬
‫‪513.4‬‬ ‫‪519.0‬‬ ‫‪490.3‬‬ ‫‪445.2‬‬ ‫‪342.0‬‬ ‫‪345.6‬‬ ‫‪334.2‬‬ ‫‪305.9‬‬ ‫‪295.3‬‬ ‫‪287.1‬‬ ‫‪304.7‬‬ ‫‪311.1‬‬ ‫اإلنفاق‬
‫النقدي على‬
‫غير الطعام‬
‫‪48.6‬‬ ‫‪62.2‬‬ ‫‪55.9‬‬ ‫‪55.2‬‬ ‫‪43.6‬‬ ‫‪38.1‬‬ ‫‪42.2‬‬ ‫‪35.4‬‬ ‫‪33.7‬‬ ‫‪46.0‬‬ ‫‪49.8‬‬ ‫‪50.0‬‬ ‫المالبس‬
‫واألحذية‬
‫‪81.6‬‬ ‫‪82.6‬‬ ‫‪76.7‬‬ ‫‪68.9‬‬ ‫‪40.3‬‬ ‫‪55.2‬‬ ‫‪51.7‬‬ ‫‪52.6‬‬ ‫‪51.0‬‬ ‫‪39.8‬‬ ‫‪41.5‬‬ ‫‪39.3‬‬ ‫اإلنفاق على‬
‫المسكن‬
‫‪31.1‬‬ ‫‪40.2‬‬ ‫‪35.2‬‬ ‫‪30.3‬‬ ‫‪26.9‬‬ ‫‪26.4‬‬ ‫‪28.1‬‬ ‫‪24.2‬‬ ‫‪24.1‬‬ ‫‪22.6‬‬ ‫‪25.6‬‬ ‫‪31.1‬‬ ‫األثاث واألواني‬
‫المنزلية‬
‫‪12.2‬‬ ‫‪13.8‬‬ ‫‪13.9‬‬ ‫‪12.3‬‬ ‫‪11.2‬‬ ‫‪9.5‬‬ ‫‪8.7‬‬ ‫‪7.9‬‬ ‫‪8.0‬‬ ‫‪7.2‬‬ ‫‪7.6‬‬ ‫‪8.3‬‬ ‫لوازم وأعمال‬
‫منزلية‬
‫‪33.0‬‬ ‫‪34.9‬‬ ‫‪35.1‬‬ ‫‪41.7‬‬ ‫‪28.5‬‬ ‫‪28.3‬‬ ‫‪21.5‬‬ ‫‪28.9‬‬ ‫‪19.4‬‬ ‫‪21.4‬‬ ‫‪22.9‬‬ ‫‪20.5‬‬ ‫الرعاية الطبية‬
‫‪173.2‬‬ ‫‪139.1‬‬ ‫‪103.0‬‬ ‫‪114.0‬‬ ‫‪88.6‬‬ ‫‪81.0‬‬ ‫‪77.5‬‬ ‫‪69.2‬‬ ‫‪60.1‬‬ ‫‪55.4‬‬ ‫‪61.8‬‬ ‫‪63.7‬‬ ‫وسائل النقل‬
‫واالتصاالت‬
‫‪38.0‬‬ ‫‪28.8‬‬ ‫‪31.9‬‬ ‫‪27.3‬‬ ‫‪20.9‬‬ ‫‪23.3‬‬ ‫‪19.5‬‬ ‫‪17.9‬‬ ‫‪25.6‬‬ ‫‪19.5‬‬ ‫‪20.3‬‬ ‫‪20.4‬‬ ‫التعليم‬
‫‪14.5‬‬ ‫‪13.8‬‬ ‫‪31.4‬‬ ‫‪16.4‬‬ ‫‪14.8‬‬ ‫‪11.6‬‬ ‫‪15.1‬‬ ‫‪13.1‬‬ ‫‪17.2‬‬ ‫‪16.7‬‬ ‫‪16.0‬‬ ‫‪18.5‬‬ ‫النشاطات‬
‫الترفيهية‬
‫والثقافية‬
‫‪20.0‬‬ ‫‪26.2‬‬ ‫‪13.4‬‬ ‫‪21.0‬‬ ‫‪16.2‬‬ ‫‪14.9‬‬ ‫‪14.7‬‬ ‫‪13.2‬‬ ‫‪11.6‬‬ ‫‪11.4‬‬ ‫‪11.9‬‬ ‫‪13.1‬‬ ‫العناية الشخصية‬
‫‪50.2‬‬ ‫‪43.1‬‬ ‫‪24.4‬‬ ‫‪32.3‬‬ ‫‪28.1‬‬ ‫‪27.3‬‬ ‫‪27.1‬‬ ‫‪23.2‬‬ ‫‪24.0‬‬ ‫‪25.2‬‬ ‫‪27.8‬‬ ‫‪25.5‬‬ ‫التبغ والسجائر‬
‫‪0.1‬‬ ‫‪0.1‬‬ ‫‪38.7‬‬ ‫‪0.1‬‬ ‫‪0.3‬‬ ‫‪0.0‬‬ ‫‪0.1‬‬ ‫‪0.1‬‬ ‫‪0.1‬‬ ‫‪0.2‬‬ ‫‪0.1‬‬ ‫‪0.3‬‬ ‫المشروبات‬
‫الكحولية‬
‫‪10.4‬‬ ‫‪33.5‬‬ ‫‪0.2‬‬ ‫‪25.1‬‬ ‫‪22.1‬‬ ‫‪30.0‬‬ ‫‪27.8‬‬ ‫‪20.1‬‬ ‫‪20.8‬‬ ‫‪21.8‬‬ ‫‪19.4‬‬ ‫‪20.5‬‬ ‫سلع وخدمات‬
‫أخرى من غير‬
‫الطعام‬
‫‪0.5‬‬ ‫‪0.6‬‬ ‫‪0.4‬‬ ‫‪0.5‬‬ ‫‪0.7‬‬ ‫‪0.3‬‬ ‫‪0.4‬‬ ‫‪0.2‬‬ ‫_‬ ‫_‬ ‫_‬ ‫_‬ ‫الحماية‬
‫االجتماعية‬
‫‪142.8‬‬ ‫‪115.8‬‬ ‫‪111.2‬‬ ‫‪108.2‬‬ ‫‪100.8‬‬ ‫‪92.0‬‬ ‫‪92.8‬‬ ‫‪94.0‬‬ ‫‪99.4‬‬ ‫‪84.8‬‬ ‫‪92.1‬‬ ‫‪86.7‬‬ ‫اإلنتاج الذاتي‬
‫من غير‬
‫الطعام‬
‫‪0.3‬‬ ‫‪1.9‬‬ ‫‪1.4‬‬ ‫‪2.2‬‬ ‫‪1.3‬‬ ‫‪1.0‬‬ ‫‪1.2‬‬ ‫‪1.1‬‬ ‫‪1.4‬‬ ‫‪1.0‬‬ ‫‪1.1‬‬ ‫‪1.5‬‬ ‫أخرى من غير‬
‫الطعام‬
‫‪142.6‬‬ ‫‪113.9‬‬ ‫‪109.8‬‬ ‫‪105.9‬‬ ‫‪99.4‬‬ ‫‪90.9‬‬ ‫‪91.6‬‬ ‫‪92.9‬‬ ‫‪98.1‬‬ ‫‪83.8‬‬ ‫‪91.0‬‬ ‫‪85.2‬‬ ‫اإليجار المقدر‬
‫للمسكن الملك‬
‫‪656.2‬‬ ‫‪634.8‬‬ ‫‪601.5‬‬ ‫‪553.4‬‬ ‫‪442.7‬‬ ‫‪437.6‬‬ ‫‪427.1‬‬ ‫‪400.0‬‬ ‫‪394.7‬‬ ‫‪371.9‬‬ ‫‪396.7‬‬ ‫‪397.9‬‬ ‫االستهالك‬
‫الكلي من غير‬
‫الطعام‬
‫‪946.7‬‬ ‫‪985.8‬‬ ‫‪934.1‬‬ ‫‪850.6‬‬ ‫‪676.0‬‬ ‫‪653.6‬‬ ‫‪633.7‬‬ ‫‪600.7‬‬ ‫‪584.9‬‬ ‫‪600.0‬‬ ‫‪628.9‬‬ ‫‪637.3‬‬ ‫االستهالك‬
‫الكلي‬
‫‪5.3‬‬ ‫‪11.3‬‬ ‫‪10.2‬‬ ‫‪12.9‬‬ ‫‪9.6‬‬ ‫‪7.8‬‬ ‫‪7.8‬‬ ‫‪8.2‬‬ ‫‪7.0‬‬ ‫‪7.8‬‬ ‫‪9.3‬‬ ‫‪10.2‬‬ ‫اإلنتاج الذاتي من‬
‫الطعام‬
‫‪142.8‬‬ ‫‪115.8‬‬ ‫‪111.2‬‬ ‫‪108.2‬‬ ‫‪100.8‬‬ ‫‪92.0‬‬ ‫‪92.8‬‬ ‫‪94.0‬‬ ‫‪99.4‬‬ ‫‪84.8‬‬ ‫‪92.1‬‬ ‫‪86.7‬‬ ‫اإلنتاج الذاتي من‬
‫غير الطعام‬
‫‪71.3‬‬ ‫‪32.7‬‬ ‫‪29.3‬‬ ‫‪24.3‬‬ ‫‪19.7‬‬ ‫‪18.5‬‬ ‫‪22.5‬‬ ‫‪15.5‬‬ ‫‪15.1‬‬ ‫‪15.8‬‬ ‫‪19.2‬‬ ‫‪20.0‬‬ ‫التحويالت‬
‫النقدية‬
 ‫المدفوعة‬
7.0 5.1 5.0 4.2 1.7 3.3 3.4 5.2 2.4 1.0 2.1 2.6 ‫الضرائب‬
58.2 48.9 39.9 31.3 20.8 15.0 24.9 16.1 14.5 22.7 30.7 28.9 ‫نفقات غير‬
‫استهالكية أخرى‬
934.95 945.4 886.9 789.3 607.8 590.5 583.8 535.2 510.4 546.9 579.5 591.8 ‫اإلنفاق‬
‫النقدي الكلي‬

3- The estimated crude birth rate in the state of Palestine is in a decrease which will affect
the market negatively. This indicates that even though 60% of Max fresh customers are
families ( 40% big families and 20 % small families), Max fresh should also focus and
target the single customers that are not married.

)2021-2017( ،‫معدل المواليد الخام المقدر في دولة فلسطين حسب المنطقة والجنس‬
Estimated Crude Birth Rate in the State of Palestine by Region and Sex, (2017-2021)

Year ‫قطاع‬ ‫الضفة‬ ‫فلسطي‬ ‫السنة‬

‫غزة‬ ‫الغربية‬ ‫ن‬
Gaza West Palestin
Strip Bank e
‫انثى‬ ‫ذكر‬ ‫انثى‬ ‫ذكر‬ ‫انثى‬ ‫ذكر‬
Females Males Females Males Females Males
2017 34.5 34.9 28.1 28.1 30.7 30.8 2017
2018 34.1 34.5 28.0 27.9 30.4 30.6 2018
2019 33.7 34.1 27.7 27.7 30.1 30.3 2019
2020 33.2 33.6 27.5 27.5 29.8 29.9 2020
20216 32.7 33.1 27.2 27.2 29.4 29.6 2021

4. Market Demographics

4.1 Geographic

Max fresh costumers are 60% from the local areas (Ein Monjed and al Masyoon),20% loyal
customers from faraway places and 20% are passers-by

4.2 Demographics

- Children
- Teenagers
- Single Adults
- Families with less than 3 kids
5
https://www.pcbs.gov.ps/site/lang__ar/507/default.aspx
6
https://www.pcbs.gov.ps/site/lang__ar/507/default.aspx
 - Families with more than 3 kids
40% of the supermarket customers are large families’ with more than 3 kids, 20% of them are
small Families with less than 3 kids ,15% Single Adults, 10% Teenagers and 15% Children.

5. Market Psychographics

It has been noticed that consumers have different market psychographics that is summarized as
follows:

1) Consumers interested in healthy food (more interested in products that show a calorie
percentage)
2) Costumers are interested in energy food/high protein products that are used for their daily
sports/gym activities.
3) People tend to buy and consume products that have high appearance on social media and
advertisements.
4) The value of foreign products is very appreciated by many customers.
5) Some consumers are interested only in high-quality products regardless of price as that is
adding/maintaining to their lifestyle value.
6) Costumers are interested in easy-ready to cook food because of their new lifestyle and
busy life.
6. Market Behavioral

1) Interaction with foreign Brands and promotion.

2) Shoppers interested in promotions-discounts products.
3) Quick shopping especially for passers-by.
4) Time of day shopping has shifted due to shifting time work, working from home….
5) Impulse buying still happens, but shoppers want to be in and out quickly
6) The Peak time is in the evening at weekend.
7) The demand for vegetables are very high on weekends.
8) People like to get coffee and bakery items at morning
9) People like supermarkets that provide large diversity in products and provide complete
service such as household goods and medical products.

7. Target Markets

Target market Forecast

Potential Growth 2022 2023 2024 2025 2026 2027 2028

Customer
s
Big 8% 73000 78840 85147 91959 99315 107260 115841
families
Small 7% 36500 39420 41788 44714 47844 51193 54776
Families
Single- 5% 27375 28743 30180 31689 33274 34938 36685
Adults
Teenagers 5% 18250 19162 20120 21126 22182 23292 24456
Children 5% 27375 28743 30180 31689 33274 34938 36685
Based on Mohammad Musleh; the informational manager, there is no data for total costumers
per year however the number of bills per day is approximately 500 (182500 per year).
Accordingly, we have used the number of bills as estimated indicator for total costumer numbers
for 2022.

Based on manager data, the percentage of costumer’s categories as following:

 40% of the supermarket customers are large families’ whit more than 3 kids, 20% of
them are small Families with less than 3 kids ,15% Single Adults, 10% Teenagers and
15% Children.
 Considering the above percentage and total number of bills, we distributed the total
number of bills on market categories for the year of 2022.
 We have considered the percentage of growth based on our interview with the manager, it
seems that 5% growth rate is good but because we know that families (especially
large/small families) are the most profitable costumers we increase the targeted growth
rate to 8 and 7 percent.

8. CRM software, applications, and communication

Max Fresh has no CRM software.

We encourage Max Fresh to add CRM software, supermarket CRM software features enable
management to track customer activity in their store and create deeper, emotional relationships
with repeat buyers. Specific features enabling this value about relationship management include:

1. Customer profiles: Collect and input contact information, birthdays, and other valuable
info for relationship building.
2. Purchase history: Track frequency and spending of purchases and get data on individual
products being bought.
3. Contact management: Automate marketing outreach across various channels and enable
personalization based on past successful outreach.
4. Loyalty program: Enrol and manage point and/or rewards for customers in loyalty
program.

This picture shows how CRM software

analyses the customers Data.7

7
https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740043
 Customer insight generated through data analysis activities is normally held in data marts
within the data warehouse. These data must be transferred to the OCV and/or marketing
mart as appropriate.8

9. Marketing Tactics

The aim of marketing tactics is to reach marketing targets and generate leads.

1. Product
-Provide a wide range of household goods, medical and healthy food products.
-Provide more foreign products as value for consumers.
-Offering branded products will attract consumers
-Offering unique products/brands that are not available with competitors.
- Create meat section for fresh service.
2. Product Place
The location of the products can play a significant role in the way that the consumers
shop for them.
- The most products that wanted by passers-by should be placed on the entrance or
near cashier for quick shopping.
- Place the discounted and promotion products in specific areas.
- Fruit and Veg. at the entrance
- Coffee bar, Keto bar, ready to cook foods located in main area.
- The ends of the aisles are reported to be among the most profitable sections to
place products which increase impulse buying.

3. Promotions.
- Distribute an attractive design brochure about weekly/monthly sales.
- Create content around social media that will gather a large number of likes and
readers
- By offering tastings can create exclusive events that attract customers and drive
sales for the most wanted items.
- Free delivery service.

4. Communication
- Social media campaigns may seem irrelevant, but small, daily reminders of
products and offerings are a great way to stay at the forefront of customers’
minds.
- Take advantage of the rewarding membership card to get access to the customer
data to help Max fresh understand the market behaviour and the change that could
occur in the customer preferences.

8
https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740043
 - To do a mobile application that allows the customer to be updated with all the
products and sales that happen in the store. The application will also be connected
with the membership rewarding card and will give the customer a view of their
points.

10. Marketing Objectives (SMART) – customer insights to maximize CLV

1- We will develop a mobile application within four months and then we will target 5000
downloads during the next eight months. This mobile application will help the users to get
sufficient information on discount products and the other products as a result the customer
will receive notifications about this information. The application will also give the
supermarkets a better view of the behaviour of the customer. Then use the CRM software to
analyse all of this data to their benefits.

2- As we mentioned in target markets, usual growth rate is about 5% but we tent to increase
large family’s sales to 8% by the end of 2023 because they are more profitable by
understanding the new wants for these big families by doing a monthly online surveys so
that Max fresh can stay updated with the new trends especially the one arising from social
media.

3-Facebook interaction is weak so we need to increase Facebook interaction by 70% at the

end of 2023. Facebook will also help Max fresh get better insights of what products are
getting the most likes or shares and from there with the help of CRM software, Max fresh can
keep up with all the new trends that happen on the social media.

- Max fresh can use an Analytical CRM software for the all the data collected from the
mobile application and Facebook interactions. This software will then analyses the data to
help profile prospects.
These are some ways max fresh can utilize analytical CRM software to benefit their
supermarket
1-Knowledge on what motivates prospects to become customers: When you combine
prospects’ demographic info with a record of their interests and marketing exposures, you
can begin to get a picture of what motivates them to become a customer. If you analyze this
data properly and apply what you learn to future endeavors, you will be able to convert more
and more prospects.9
2- New sales opportunities: When you understand how your clients are connected and what
motivates each target segment, you can see opportunities for up-sells and cross-sells. Plus,
you can use these analytic CRM tools to be more timely and relevant. For example, if a client
is prompted to view additional products on your site from an email, you could be notified to
reach out and contact that person. 10

9
https://www.mirabelsmarketingmanager.com/blog/analytical-crm/
10
https://www.mirabelsmarketingmanager.com/blog/analytical-crm/
11. Timeline

To achieve the market plan and the targets, we need approximately 10 months of time.
Considering the manpower and plan costs.