Now, I will answer the second question, the external factors in the marketing environment and then give some suggests to address the problems.
First one, demographic factor. For this factor, I want to talking about two points. The first point is the latest medical facility reduced dead rate, so people have a good health and a long life. Therefore, aging of population became a serious problem. In addition, Exeter is one of the best living city, there has a better weather and environment. So more and more old people choose living and traveling in here. However, old people driving car or going a long walk is not a convenient thing. Meanwhile, it has three universities or collages, and more and more international and native students choose studying in there. Therefore, students become one of the major customer. Supermarkets need pay attention to purchasing power of students.
Therefore, for those two points, our group give some suggests. Supermarkets should provide the online-shopping website and free delivery service. Although many old people do not like use the internet and prefer watching TV and reading newspapers, it is a convenient way in daily life. they do not need to spend time on driving or walking. Second, provide special discount to stimulate consumption. The UK is a good country but many international students thought the product is very expensive when they first came to there. So they will consider buying or not when they buy something. However, discount makes customers thinking that they spend less money buy higher price products. So the supermarket provide special discount to students will stimulate consumption and increase the revenue.
Next factor, economic factor. More supermarket more competitors. in the Exeter, it has 23 markets and it is causing strong competition. For example, there has more than six markets in city center, so people have more choices and it has caused strong completion. The financial crisis affect purchasing power. According to the marketing course we understand markets need buying power as well as people. and the economic environment consists of economic factors that affect consumer purchasing and spending patterns. So markets must pay close attention to major trends and customers spending patterns both across and within their world markets. Meanwhile, if people have confidence about the future economy, they will buy more products in the present. Buy if people have no confidence about the future economy, they will reduce the spending at now. the financial crisis caused many people lost job or reduced income. Therefore, they have to consider the future and reduce the spending at now. so the purchasing power will be effect and markets’ revenue will be reducing.