Imagine you have inherited a company.

Choose a product that the company manufactures

and sells. Assume that traditionally, the company has sold to commercial users such as
restaurants, supermarkets, or food distributors. You have decided to expand your customer base
to include non-commercial users (Consumers). For this discussion, you will:

 Identify the product(s) that your company manufactures and sells

 Develop a statement of your target market(s)
 Develop a statement of your competitor’s target market(s)
 Develop a value proposition statement.

For this discussion assignment, I pretended that I inherited a butchery from my family in
Hanoi, Vietnam. For more than 20 years, we've been supplying pork to a variety of mart systems.
We've decided to grow our business by creating a website where we can approach and sell
directly to end-users under the MeatFresh brand.

For busy consumers in Hanoi Capital who want to purchase a wide range of pork
products online with quick delivery, MeatFresh provides an online shopping site. Each piece of
meat is picked from healthy pigs, then processed, packed using advanced technologies, and
transported immediately from the factory to consumers' hands, ensuring that it remains fresh,
delicious, and nutritious.

Currently, we have several competitors that are focused on providing low-priced products
without ensuring quality. Furthermore, some stores in the traditional market are selling items
with no traceable origins. As a result, we have chosen to expand our business via online
purchases to provide consumers with a better choice.

A value proposition, according to Pratt and Lebeaux (2018), is a brief statement that
explains the benefits of a company's products and services. It's more than just a description of a
product or service since it must differentiate the product or service in the marketplace and among
target consumers. As a result, MeatFresh's value proposition is as follows:

“We offer fresh, high-quality meat and lean paste made from pork at competitive prices
compared to other suppliers. Consumers can purchase meat not just for their everyday meals but
also for special occasions such as barbecues or camping vacations. Products will be delivered
quickly to your door, which helps you have more time with your family. You may select the
meat you want for your dishes by visiting our website.”

References

Pratt, M. K., & Lebeaux, R. (2018, December 31). What is value proposition? - definition from
whatis.com. SearchCIO. https://www.techtarget.com/searchcio/definition/value-
proposition-VP

Wroblewski, M. T. (2020, September 22). How to create a target market profile and positioning
statement. Small Business - Chron.com. https://smallbusiness.chron.com/create-target-
market-profile-positioning-statement-40517.html

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