IGA's major competitors are all the major supermarkets in town e.g. Woolworth's, Coles, Action, food for less. They do admit that they do have higher prices by about 5 to 10 %, but for them at the moment it's not all about the cost it's about the convenient for the customers an also providing a better service. IGA wants customers to come to IGA every couple of days and only go into town to shop 1 a week or 1 every 2 weeks. IGA is still growing ( going through a expansion stage) this is due to the growth of the Emerald Downs and Lighthouse Beach area so there and there are people still finding out that there is a IGA supermarket over in there local area. Wayne has made no direct plans to increase market share, because he has just completed an expansion on the shop and it has increase market share for the moment. .
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Marketing Mix.
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PRODUCT - IGA has a wide variety of groceries such as all your typical groceries, fresh fruit and vegetables, deli, dairy, hardware, frozen foods, fresh meat, cigarettes, phone cards, news papers and magazines. They have hundreds of different brand names. It also has other service that are provided for example you get your bags packed, they can do your dry cleaning, they order in special products if they don't already have the product on the self, they can do home deliveries for u if u need to with a charge of $5 if over $50, and if in the lighthouse emerald down area.
PLACE - IGA is located in the Pacific Plaza Shopping complex, it's surrounded by a few shops like a bakery, butchery, video shop, take away shop, hair dresser, beauty shop and an Italian restaurant and the Taking Point Tavern. A lot of businesses have come and gone at the Pacific Plaza Complex, because they just don't get the business, and IGA was like that at first because people didn't know about them. Now it's a good location for IGA because there are no supermarkets out, in the Emerald Downs Lighthouse Beach area.
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