Ray has created a fruit stand with lots of selection and keeps his prices lower than any other stand in the area. Additionally, Ray has hired several staff members and usually keeps at least two at the stand at all times to ensure every customer gets intimate attention. He is proud, as he has recruited a very knowledgeable and experienced staff. He also wants to have the best tasting fruit in the region and pays top dollar to his vendors who drop off shipments several times per week.
Sounds pretty good, huh?
Regarding Ray's internal processes and systems, he has created an environment where he and his staff focus heavily on improving the many processes they have. Additionally, they spend a lot of time working with vendors to create cutting-edge planting, harvesting, and transportation systems to ensure they have the best organic fruits available.
Ray believes he has to undercut his competitors on price since he sells a product that at times can resemble many other products. This drives him to constantly look at ways to make things cheaper and reduce his costs. At the same time, he believes that he has to take advantage of the trend of selling the latest organics with tons of selection. He sells just about every fruit you can think of.
Regarding customer service, Ray strives to train his staff to walk up and down every aisle with the customer. He believes in a very individualized and intimate approach.
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