In an era of big-box food stores, when 4 major grocery chains control the purchase of vegetables, the proliferation of open air markets has come out of nowhere, giving more consumers an option to purchase fresh vegetables. Such markets include retailers such as Fruit and Veg City and VegExpress. FynbosFarm will not only supply the major supermarkets, but also the markets mentioned above.
With these trends in mind, FynbosFarm will also concentrate on wholesale live vegetable markets that sell hydroponic produce, fresh farmers' markets, and export to neighbouring states and international markets.
4.1 Market Segmentation
For the purposes of this plan, we are focusing on retail outlets and VegCity shops within 45 miles of our location.
4.2 Target Market Segment Strategy
The target customers include the major retail outlets and export markets for the vegetables.
The target customers for instant lawn include nursery and garden centres, landscapers, and private customers.
4.3 Industry Analysis
The hydroponic industry is still fairly new in the S.A. market, in terms of research and the number of completely developed farms. The biggest negative is the start-up costs to erect a fully state-of-the-art project. Therefore, if a project is going to be developed, two major factors need to be taken into account.
Selected Markets. Due to high quality, vegetables must be sold retail outlets, etc. to retrieve highest price.
Project size. The project must be able to supply produce all year round; if not, retail outlets will not be interested.
The Industry is still small, and therefore a project of this magnitude will create interest among all the major veg outlet markets.
4.3.1 Competition and Buying Patterns
FynbosFarm aims to be the biggest growers of hydroponics in the KZN region. At present there are very few big growers, minimizing the competition. The advantage of hydroponics on a large scale is the availability to produce vegetables all year round in large quantities. This immediately becomes a positive factor with major retail outlets and exporters.