Greenling is a home delivery service provider of organic, low processed wholesome foods delivering to Austin, Dallas and Houston, Texas. Customers access their website at www.greenling.com[->0], choose from a variety of organic fresh produce, meats, packaged foods and non-grocery items all from local growers and suppliers to be delivered once or twice per week to their home or office. To expand Greenling’s existing on-line presence suggested marketing strategies, search engine optimization strategies, social media tools, customer relationship management, payment facilitation and international reach will be addressed for improvement and modification.
A1: Viability According to Organic Trade Association (2011), “Organic usage remains strong, with three-fourths of U.S. consumers purchasing organic products, according to The Hartman Group’s “Beyond Organic and Natural 2010” report. “One-third of the consumers polled indicated they buy organic products monthly, up from 22 percent in 2000.” per Hartman Group (2011) The overview of the report, which looks at what consumers say about what they eat, is posted online “75% of consumer goods are organic products a very strong indication that there is growing demand in organic goods.” per Agricultural Marketing Resource Center (2013). According to USDA (2012) “Organics have continued to expand during the last few years, and industry experts are forecasting steady growth of 9 percent or higher.”
“Organic foods now occupy prominent shelf space in the produce and dairy aisles of most mainstream U.S. food retailers. The marketing boom has pushed retail sales of organic foods up to $21.1 billion in 2008 from $3.6 billion in 1997. U.S. organic-industry growth is evident in an expanding number of retailers selling a wider variety of foods, the development of private-label product lines by many supermarkets and the widespread introduction of new products. A broader range of consumers has been buying more varieties of organic food. Organic handlers, who purchase products from farmers and often supply them to retailers, sell more organic products to conventional retailers and club stores than ever before. Only one segment has not kept pace—organic farms have struggled at times to produce sufficient supply to keep up with the rapid growth in demand, leading to periodic shortages of organic products.” per USDA (2013) Visiting a local organic store is not always available or time constraints are an obstacle; Greenling.com delivering to your home or office is ideal for consumers. As per Greenling.com, “There is no charge for delivery” and their prices are competitive for the markets of their respective cities. Especially in a high-tech, innovative city like Austin, Texas an on-line presence for a business like Greenling is essential for viability. It not only severs as a modern day YELLOW PAGES listing it also makes ordering and receiving organic products a cinch.
A2: Current Online Competitors Improving an on-line business requires examination of similar companies that match their own company. Knowing what your competitors are doing with their on-line organic home delivery company indicates what is acceptable within the business, culture of local markets and if prices will be suitable for the market. Some of Greenling’s competitors include Johnson’s Backyard Garden (Austin, Texas) and Scott Arbor (Austin, Texas). Each competitor sells and delivers the same products from similar local organic growers but Greenling’s unique take on the market emerges above all. Greenling should capitalize on the fact that they and they alone offer FREE Delivery once or twice a week. There is no charge for their delivery bins and offer a money back guarantee if your delivered, organic foods do not meet their customers expectations. Additionally, unlike Johnson’s Farm where you are part of a CSA or Community Supported Agriculture where the farmed groceries are purchased in advance of a harvest,