Relief Mobile Supermarkets Company Business Plan Research (Coursework Sample)

Relief Mobile Supermarkets Company Business Plan
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Relief Mobile Supermarkets Company Business Plan
Executive Summary
Relief is a chain of mobile supermarkets headquartered in London, U.K. it was started in early 2008 as a single unit supermarket, but now covers its operations from across the whole central part of the country. The company deals a range of goods, most of which are common household goods, mostly of foodstuff kinds such as dairy products, meat and fish products and other food manufactured consumer goods. The company outsources its items from various manufacturing and wholesaling companies, including manufacturers. It delivers its products to consumer doorsteps in most cases by the use of its large fleet of vans. It, therefore, bridges the gap existing between most consumers and major retail outlets that may not have been situated near the consumers.
The company was formed by Ian Dramont and some of his associates, just after their graduation from college. They saw the niche that existed between the urban supermarkets and the neighbouring rural farming population and decided to exploit it. At first, the operations of the mobile supermarkets were confined to the City of London, but the past few years has seen an anomalous expansion of the business from just three vans, and a single store to fourty vans and eight stores in different locations, making it grow its scope of operation to the central part of the country. This enormous expansion has made a significant increase in its profit margins by about twenty percent yearly for the past three years. The business plans to expand its services to the lower part of the country in the near future, to increase its market base. It also plans in integrating its services to the city’s residential Centers, as this serves as a potential market too.
Company description
Most of its services are delivered aboard delivery vans. The vans are all sent to specific areas in the country, from where the sales occur. The name “Relief” is derived from the fact that it saves the consumers’ time, by availing products to their convenient locations. Of most importance in the name is that it serves the disabled and the elderly people in the society by bringing primary products to their doorsteps, hence acting as a ‘relief’ to them. The other target groups are the outlying villages and the busy mothers who barely have time to spend going to stores that might be far from their residences.
The company is likely to be successful in its futuristic plans as it has already shown in its first implementation stages. The plans for expansion into other areas is likely to improve the market base of the company. The business strives to promote a personal customer relations with its clients, who have already given a great feedback on the services offered by the mobile supermarkets. These positive comments give the company a competitive advantage over others that might want to venture into this type of delivery in the future.
Market Analysis
The company falls under the supermarket industry due to the type of products it offers to its consumers, most of which are foodstuff. The industry has been improving in its growth rate. Of late, the company has realized a growth rate of about 18 percent, especially due to positive change in consumer habits. It is also a service firm, as it aids in the delivery of special orders to a particular group, such as those who are elderly and the disabled population. Delivering these services to their convenience is a great help to them, regarding their conditions. Hence, the target market of this company is already set, and the results from the prior trials have been positive.
The market share is quite sizeable since other few existing similar companies have not been able to exploit it fully. The pricing structure of the company will be based on the other additional services offered to the consumers. The distance covered to deliver our services will also be considered in the pricing structure. Discounts are to be issued to customers who buy in large quantities over a set period. Other methods of product promotion such as coupons will also be used to improve customer loyalty to our mobile supermarkets.
On the competitive analysis of this investment, the market share seems quite considerable since only few companies exist in this type of delivery system. The targeted southern villages will seem quite satisfactory as few supermarkets are located in those areas, and the local population may be in need of convenient mobile supermarket, of which we are able to fit in and exploit. The strengths observed in the mobile supermarket business, and its future planned ventures are that there is a possibility of potential unexploited markets in the areas that we wish to develop our services. There is a possibility of founding an extensive customer base, with loyalty to our services. The investment will result into increased profit margins for this company and will lead into employment opportunities. However, the weaknesses the company faces in its operations towards implementing these proposed investments is inadequate capital to expand its fleet of vans. There is also competition from other established supermarkets and convenient stores. There might also be constraints from the local governments, and winter seasons may prove a challenge for long distance deliveries, due to snow filled roads.
Organization and Management
This company is currently managed by a chair, who is elected by the shareholders in the annual general meeting. A secondary board of five members, which is appointed by the chairperson is charged with overseeing all the operations of the mobile supermarkets. The group consists of five members, each assigned a specific duty, to monitor the development of the company. The management of the company also oversees its involvement in community welfare, such as programs that involve taking care of the old in the community.
The company has seen significant achievements in the past six months, with employment of twelve new staff members and the establishment of a website portal that can be used as a means of online marketing for the company. A market research task force charged with identifying potential niches was also introduced during that period.
Service or Product Line
Products offered by relief mobile supermarkets are foodstuff that include dairy products, meat and fish supplies and other food manufactured by consumer goods companies such as Unilever, Nestle, P&G among others. These services meet the customer need, as the foods are delivered fresh, and are healthy diets, especially to the elderly customers.
Marketing and Sales Strategy
Its strategy that will be through the utilization of the market research taskforce to first identify potential markets in the proposed areas, ...