Marketing: Halifax (Other (Not Listed) Sample)

Marketing
By (Name)
Institutional Affiliation

Introduction
Halifax, which is the largest urban city in Atlantic Ocean, is known as the capital city of Nova Scotia. In 1996, Halifax was united with its neighboring communities to create the Halifax Regional Municipal Government (Middleton 3). The relevance of this area is that it occupies a central and strategic location on the province’s east coast. It is also acknowledged for being one of the largest harbors in the world. Aside from its favorable positioning, this region is known to have bleak weather throughout the four seasons that is marked with stormy periods or rainy weather conditions. Due its guttural weather conditions, residents of this area have had to endure these adverse climate conditions in a bid to get essential substances such as groceries, medicine among other commodities.
The main objective of this report is to develop an online business idea that is aimed at mitigating austere conditions under which consumers attain their essentials. The report aims to develop Apps that enhances the selling and distribution of outputs to consumers living Halifax area. It also aims to ensure that the Apps created are connected to other large drug stores and grocery companies in Halifax, Nova Scotia.
The Product and Market
In 2011, the population of Halifax as depicted by its census metropolitan area was 390,328. The distribution of its population was such that people aged above 65 years old represented 13.1% of the population while 14.3% were women, 11.8% were men. The percentage of people actively working in this economic market i.e. people between 15 years old and 64 years old was stipulated as 71.6%, compared to the national percentage of 68.5%. The male aged between 15 – 64 years old projected as 72% of the population while the females were 71.2%. The census metropolitan area also indicated that the percentage of children aged between 0 – 14 years was 15.3% (Historica 18).
From the analysis of this geographical area, the development of these Apps shall take advantage of the working group of this region identifying its target market for individuals aged between 17 years old to 95 years old. Some of the qualifying dimensions considered for this product include income levels of the population, occupation, age, gender, marital status and consumer behavior. The relevance of this age group is that not only do they earn a stable income but are also conversant with the modern application and operation of online technologies. Moreover, this market segment comprises of the largest potential consumers within the area.
One of the major determiners of this App is the convenience instigated by its operation i.e. since Halifax is an area marked with murky weather conditions, consumers shall capitalize on this application to avert these dilemmas. Other factors that act as determiners for this product include price sensitivity, brand loyalty and family influences. According to a CMA conducted in September the number of people employed in Halifax was approximately 241.4 thousands. This brings the unemployment rate to approximately 6% (Historica 23).
Trade Area Analysis, Market Potential and Sales Focus
The demand estimation for the Apps is augured at 64.6%. According to the census metropolitan (CMA) conducted in 2014 the trade evaluations of Halifax is such that its local purchasing power is stipulated at 84.65%, the groceries index is held at 107.25. The distributional expenses of Halifax is such that approximately 11.8% is spent on restaurants, 9% on transportation, and 38.5% spent on markets i.e. groceries, drugs and other miscellaneous (Historica 23).
The Product
The main objective of this product is to create a platform that enables consumers to purchase their groceries and drugs from the local grocery stores without having to deal with the adverse weather conditions. Similarly, the product is aimed to connect large grocery and drug stores to their existing and potentially new customers. The App Store used in this business transaction includes Google Play for android phones and App Store for iPhones. The business process shall be such that it shall collaborate with the following grocery stores: Costco, Superstore, Sobeys, No Frills and Giant Tiger. It shall also collaborate with the following drug store: Lawton Drugs, Shoppers, and Guardian Pharmacy.
The operation of this product shall be such that this grocery store and the drug store shall be connected to the App stores. Product shall be featured in accordance to their respective business firms with prices tag alongside every product. In order to make a purchase, consumer shall be required to sign up and create a personal account. The product shall then give consumers with accounts access to view the variety of goods in the Apps, the prices, costs of shipping, offers, discount rates that is featured within the Apps.
After selecting their preferred goods consumers shall be required to click the purchase icon and specify aspects such as the quantity and types of goods. Additionally, they shall be required to make payments through making pay...