write a 600 words on below topic for SWOT analysis in internal and external environments

Marketing proposal - Friendly Farmer

Friendly Farmer is a user-focused application that provides an online platform for local farmers

and consumers to buy and sell the agro products. For this App, we are targeting one of the largest

agricultural-based economies in the world, India. It will be headquartered in Hyderabad, India. In

this proposal, we are going to demonstrate the marketing plan for this application.

Pricing is one of the most important aspects of marketing. Some organizations use pricing to compete and some to create different revenue scenarios. In the case of Friendly Farmer, we are going to consider all the components and risk factors so that we can choose a better price level. There are going to be a few pricing options in our App. The very first is going to be the subscription charges. It depends on the user if he/she wants to get an annual or lifetime subscription. Within those subscription plans, users can also select different packages. We will provide users the green package and green plus package. In the green package which is also going to be the entry-level package, users will get the basic buying and selling services. On the other hand in green plus package users can also see the highest bid and number of people interested in the product. That way farmers can sell the product to the highest bidder and make more profit. Few areas are directly affected by pricing such as profit margins and sales volumes. We are going to add a profit margin in the form of a service charge percentage for each item being sold. If a farmer is setting a higher price for the grains then the profit margin is going to be higher. We can give farmers a better service charge rate if they are selling items in bulk. We can generate more profit by lowering the price and making people sell more through our app. We will provide another paid support service that can guide farmers on how they can cultivate plants and livestock to make more money. There is going to be one more optional charge if a user would like to opt for the delivery service via Farmer Friendly. We can add delivery charges and provide modes of distribution as well.

Advertising this product/service will be performed through multiple avenues to achieve a broader reach to the consumers and establish the brand as a viable commodity. The primary avenue would be using television commercials as that increases the reach to every household whether it is a farmer or a customer purchasing the goods through the application. Along with the commercials being aired on the television, the commercials would also be posted as advertisements on social media to entice users in checking the application by highlighting the benefits and providing a link to download the application (Lacobucci, 2018). The messaging of our marketing of the product would be to prioritize the ease of use for consumers and sellers equally as both entities contribute to the success of the product. The consumer will be exposed to promotional material which emphasizes the trust they can build with sellers/farmers on the application in terms of quality of the products they order. The other prime segment to advertise towards would be the farmers who will be subject to targeted commercials and will be reached out through agricultural fairs held in their region where the application would be promoted as a welcoming platform where they can make a significant profit. These fairs would help in generating more precise information for farmers where they will be informed of the benefits of signing up with an application to better serve the end consumer as well as make a beneficial return on investment.

Segmentation is a classification of the market into groups based on the homogeneity of the users. Friendly Farmers go for market segmentation to classify the consumers as groups that carry a similar interest or expectation towards farming products. Some consumers prefer low-cost products, and others prefer healthier products. So the mass marketing approach doesn’t help this business model serving different needs of customers.

Demographic segmentation:

This business model explicitly has farmers as a major consumer group. Sellers are classified based on their designation that is farming. And consumers are sorted based on their income levels because high-income people and educated people would be more interested in selling farming products online for a healthier lifestyle.

Geographic segmentation:

The place this business Friendly Farmer tries to establish is called ‘Rice bowl of India’ because it is a major exporter of many agricultural products. Andhra Pradesh, Telangana, and Punjab, the three Agricultural Economic Zones and agriculturally-prosperous states in India, are preferred because of the agricultural products they grow, including rice, corn, millets, peanuts, and many other vegetables, etc. Based on agro-climatic conditions, Deccan regions have a major population of agro-based farmers. Deccan farmers are segmented based on their agro products

Psychographic segmentation:

India today is leading to a nutrition-based lifestyle. People prefer organic products more than chemically grown food as people get more interested in nutrition-rich food led to a significant increase in the organic farming business. People who prefer a healthier lifestyle with naturally grown foods are segmented on their interests.

High-income based and educated people are more tech-savvy and lean-to using online applications to choose the products they use. People interested in a nutrition-rich lifestyle would like to buy natural products directly from the farmers.

SWOT Analysis:

In each organization's business, analysts should perform a SWOT analysis to come up with new strategies. Through the business key decisions, we can move a step ahead by accepting new challenges on which we are going to implement them in the future to grow our business and profitably run the company.

SWOT Analysis is abbreviated as Strength, Weakness, Opportunity, and Threats.

Strength: By producing organic food there are a lot of benefits like customers can get high nutrition, higher in quality, and can keep your health safe. To improve this kind of farming we need to encourage the farmers who are showing the interest to cultivate produce organic products.

Weakness: We will see a lot of problems facing by the farmers like they don’t get the proper financial support to purchase land or someone who wants to start organic farming and lack of knowledge when they want to sell their products in the markets at a very good price.

Threats: Loss of social websites are coming up with negative publicity and approach with this brings the business down in many aspects.

Local dealers and distributer (Competitors):

Today, farmers are facing the problems to sell their products in the market due to the lack of knowledge and awareness because of the middle layers like dealers who are going to reach out to them to purchase farmers products at low prices and these dealers with selling the goods at a high price by storing them at some cold storages.

Profitable Assessment

· Target Customers

We can target a customer like what exactly makes him attract and what makes him buy ultimately. Each customer will have their mindset of seeing a product. Hassle-free logistics, Competitive pricing, Attractive rates, product quality, and guarantee help in targeting customers. Nowadays people are more about choosing organic products for health reasons. Usually, Organic products are more costly when compared to others.

· Service Charges (Commission)

For our Application service charge would be incurred based on product and Price combination. As we provide service to both farmers and Consumer’s we will charge farmers and consumers with a service charge at the time of Farmers selling and at the time of Consumers buying. we would suggest this Service charge should be categorized based on product farmer is selling and the base price of the product sold.

· Deals

We see many deals for any product the new customers will be more benefited when compared to Existing or Loyalty customers. Here we are going to focus more on the existing customers so that they can be benefited. For the new customers, not only giving discounts but also, we will be giving some samples which make him happy and feels to continue with the Friendly Farmer.

References Lacobucci, D. (2018). Marketing Management. New York: McGraw-Hill Education.