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SWOT - Essay Example

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The patriarch of the firm had built a culture of intricate customer service; they went deeper by understanding their customer’s needs completely Culture of intricate customer service; Through innovative means of handling their customers such as the delivery service Evergreen established its pedigree in customer service compared to its competitors. Customers and market: Their market comprised of highly educated, upper income, health conscious and informed; this means that they were able to sell easily their natural and organic foods to them. The company prided itself on immaculate service and superior and fresh products, meaning that were able easily convince their target market to buy those goods from them. The market for natural products in Rocky Mountain States had the highest rates of growth in terms of market expansion, given as 11.4 percent against a Midwest rate of merely three percent. Original marketing expertise: Their marketing technique even though simple, but it has been effective over the years, as the customers have grown accustomed to it. The quirky, original hand painted signs displayed both outside and indoors had a remarkable success in imprinting the company’s brand name. Strong brand and reputation: The founder had built a strong brand name through provision of quality products over a long period luring many people to the image of the brand; this in fact aided the company in the process of acquisition. Effective and efficient management: Their acquisition strategy and general management style and decentralized system of control had achieved considerable results for the firm. Their style of management was very sophisticated for such a relatively small firm; as such, styles were typical of large firms, the company introduced comprehensive appraisal of their operations. The firm holds on to their staff especially those who occupy important decision-making roles. The overall strength of the stores and the firm itself is the company’s CEO; she is the rock of the company making important decisions that have propelled the company to its heights from the humble beginnings that it was founded upon. Norton oversaw acquisitions that contributed to a considerable degree to the company’s overall gross profits; the growth in the company’s profit is the foundation of its growth. Weaknesses: Risky acquisition style: The Company has lost money before in its mergers and acquisitions in the past three years; this process of investing in loss making enterprise was not properly thought out. Non-prime Location of the company stores: The company was located in areas that were lower in prime compared to rival supermarket chains in the same region; this might affect its level of comparability and growth potential. Lack of superior access to distribution channels compared to competitors: Larger competitors in the same area had the advantage of own branding of their own goods unlike the case study, whose products were perishable and therefore unlikely to be branded. Opportunities: Political/Legal A new cross regional market: By moving out of the Rocky Mountain West region, the company had expressed its thirst for a market far away from the region of its establishment. The acquisition of the Arugula Grocers is ...Show more
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Strengths: Freshest, healthiest products in the market at Competitive prices; The company provided according to the CEO, Kathleen Norton, the freshest, healthiest products and the fact they extended the same to compassionate caring of their customers. Evergreen Natural Markets offered healthy vegan products that are gourmet, natural, and organic at competitive prices and this gave them an edge in this highly conservative market segment…
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