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Dean & Deluca was started by Joel Dean and Giorgio DeLuca as a grocery with the main objective of providing the customers with the best artisan-produced foods.
The dream of Joel and Giorgio is to offer their customers a superb celebration of food at a place that best suits the desires of the customers.
In 1977, DEAN & DELUCA was started as a business and the founders have since then been researching for the newest food products to ensure that their customers get the best. DEAN & DELUCA has opened many outlets especially in the US; New York, Washington DC, other places like Tokyo among others (DEAN & DELUCA 1).
The company is established in different parts of the globe. It has an excellent team of experts charged with the responsibility of doing market research like discovering the newest varieties of food products.
DEAN & DELUCA has to improve on its market strategies to survive the competition in the market.
The objective of this essay is to provide a piece of advice or recommendation to the DEAN & DELUCA on how it can improve its marketing mix using the 5 Ps model to improve its performance and win a bigger market share.
Marketing Mix (The 5 P’s marketing mix model)
The 5 P’s marketing mix model stand for product, place, promotion, price, and people. It describes how the company can strategize the five elements of the model to achieve better market performance.
Concerning the products, for instance, DEAN& DELUCA should ensure that the products are of good quality, of good appearance and well packaged to satisfy the needs of the customers. It should be ensured that their food and kitchenware are kept to the standard desired by the customers.
DEAN & DELUCA offers a variety of products including bakery, coffee, and tea, seafood and shellfish among others. These should be of good quality and uncompromising standard. They should come up with new winning brands to attract more customers.
The people in the customer service of DEAN & DELUCA should also be taken into consideration. They should be presentable to the customers and should be polite towards them. DEAN & DELUCA should train its customer service representatives in the best way to serve the customers.
They could also have a uniform that will make them more presentable. They should also be trained on how to deal with multicultural customers. Their attitudes should be positive towards customers.
DEAN & DELUCA should improve the coordination of the people who serve their customers to ensure that the customers are attended without delay. They should all be customer centered.
Concerning the price, DEAN & DELUCA should consider, besides having a price list, to offer discounts to customers sometimes to retain them. Also, besides the international food experts, DEAN & DELUCA should have a team of experts to deal with a price analysis.
These will analyze the pricing model of the competitors for them to help DEAN & DELUCA set competitive prices to win a big market share.
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Promotion, on the other hand, should be done on a regular basis to keep the consumers aware of DEAN & DELUCA newest food products.
Promotion should be cost effective and should target potential customers. Before doing the promotion, the company should research the needs of the customers and the level to which they are already satisfied to determine what is best for them.
Concerning place, DEAN & DELUCA is not yet to all parts of the world. There is more room to occupy. The company should have researchers to look for potential places where new outlets should be put up. This will help increase the distribution channels across the globe.
DEAN & DELUCA should not concentrate its operations only on the US, UK, and Tokyo among a few other places. Instead, they should open outlets even in other countries provided it is economically viable.
DEAN & DELUCA has great potential to grow its market globally. The reputation it has in the existing places gives it a competitive edge over the competitors.
Proper implementation of the 5 Ps marketing model is necessary, and it will enable DEAN & DELUCA to fetch a big market share where its outlets are located.
Dean, Giorgio & Deluca, Joel. Purveyors of fine food, wine and kitchenware: about Us. New York: dean & deluca 2010. Web.