Project information

Market Swot Analysis

Strengths Close proximity to markets Fresh products Packaging	Weaknesses Marketing & sales costs
Opportunities Assistance with access to markets Consumer preferences as a result of rising income levels	Threats Unemployment

4. 
   Competition
   

How many farmers are your neighbours?

The area in which we operate in in surrounded by citrus farms and blue berry farms. There are no vegetables farmers in the area, The nearest commercial farmer is approximately 30 km away
Do they also specialize in lettuce? No They Don’t
What is the name (town and name of municipality) of your fresh produce market? Pretoria Fresh Produce Market and JHB Fresh Produce Market
How far (km)is it from your farm? 105 km

5. 
   Market Segmentation
   

Target Market	Potential Market
National distributors of food	Vegetable export
National distributors of vegetable and fruits
Informal vegetable markets

The customers of Mdx Agri include nation food chains, national vegetable retailers, informal traders and street vendors.

6. 
   Forecasted Sales by Customer Segment
   

According to estimates provided by our marketing agents, our target customers purchase an average of 5450 tons of lettuce a year, or 1 308 000 000 lettuce heads. The objective of Mdx Agri is to account for 0.22% as a market share.

7. 
   Marketing Strategy
   

Our marketing mix combines product, promotion, pricing, and place components as elements that combine to capture and promote the unique selling points that differentiate our products from the competition.

1. 
   Product Strategy
   

Product Name: Lettuce
Varieties: Colombo, Romaine and Salas mix
Product Use: Grown of its leaves which are used as a salad green
Product colour: Bright green leaves, spineless
Texture: Crisp, ruffled.

2. 
   Promotion Strategy
   

Nutrition Labelling. Our products will be supplied with the necessary nutritional information with the help of package labels. 

3. 
   Pricing Strategy
   

Mdx Agri will use cost-plus strategy which is the normal pricing strategy in this industry.

4.