Egg Market A Study by David Quiroz Creighton

Egg Market A Study by: David Quiroz Creighton Coleman Angela Herrera Mehmet Soykoks

Egg Market before Marvin Jabro by David • Funded in 1981 by Abdul Asis • Its name was “Egg Ranch. ” • Its size back then was 1200 sq ft. • It was a Grocery store only. • Marvin Jabro bought it in 1993 for 210, 000 dollars.

Egg Market with Marvin Jabro by David • It size grew to 4500 sq ft. • A Meat Department, Food Service, and “Wire Money” Service were added. • Its staff grew from 1 employee to 19 employees. • Its sales grew from 375, 000 (1993) to 2. 3 million (2001).

Marvin’s Managerial Philosophy by David • Extreme dedication to business • Excellent qualities of goods and services • Focusing on people who count • Outgoing Customer Service

Market Life Cycle by Mehmet • Pioneering Stage • Acceptance Stage • Maturity Stage (In between the saturation and turbulence stage)

Pioneering Stage by Mehmet • New image for Egg Market • Excellent quality in goods and services • Egg market quickly gained market acceptance

Acceptance Stage by Mehmet • Store expansion with new products and services • Introduction of the meat department and Marvin’s Pizza • Maximizing his gross sales with special event pricing • Heavy competitive advertising • Healthy profits

Maturity Stage (In between the saturation and turbulence stage) • Intense price competition with loss-leader pricing • Heavy competitive advertising to attract new customers • Number of competitors stabilizes • Profits peak

What is Marvin Jabro’s (Egg Market’s) “story”? By Creighton I. Reinventing Egg Market: “Product” – Taking a loss – Focusing on Quality – Gaining positive relationships with vendors II. Reinventing Egg Market: “Place” – A diamond in the rough – The remodel – Creating “homelike” atmospherics

What is Marvin Jabro’s (Egg Market’s) “story”? By Creighton III. Competing in Heavy Saturation: “Promotion” – Gaining Vista’s market share – Knowing his neighbors IV. Competing in Heavy Saturation: “Price” – Competing with other neighborhood markets – Having an edge over the competition – Taking a loss to produce a gain

Recommendations by Angela • Continue focusing on "Place“ • Expand with caution • "Promotion" with a focus on "Everyday low prices"

Continue focusing on "Place" by Angela • Ambiance • Store Location

Expand with caution by Angela • Unpredictable • Costly

"Promotion" with a focus on "Everyday low prices" by Angela • Keep prices competitive on an everyday basis • Advertise to surrounding areas.

Questions and Answers

THANK YOU From: Angela Herrera Mehmet Soykok Creighton Coleman David Quiroz