超级市场商业策划.docx

超级市场商业策划.docx

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超级市场商业策划

Supermarket

Jackson

Business09457226

2010/12/2

Content

Part1

●Executivesummary

Part2

●Introductionandbusinessoverview

------CompanyDescription

1.Threedifferentbranches

2.ProductandService

------SWOTAnalysis

------PESTAnalysis

------MarketResearch

Part3

●Marketingplanintroduction

●Effectivetoolsformarketingsuccess

Part4

●MarketingCalendar

●Budget

Part1

Executivesummary

IwillestablishacompanyaboutchainsupermarketanditsnamewillbeJacksonSupermarket.TheheadquarterofthesupermarketwillbefoundedinQidonginNantong.

MyTarget:

Theshort-termgoalisthatinthe2to4yearsIwillmakeittheprovincesupermarketandthentherewillbeabout50to60chainsupermarketsinwhereverpossibleinJiangsuProvince.What’smore,ifpossible,Iwillmakeadeepdevelopmentofsupermarketinotherprovince.

Themedium-termgoalisthatinthe5to10yearsIwillsetupmysupermarketsinmorethan20provincesandmakemycompanyanationwidesupermarket.AtthattimeIwillownthousandsofsupermarketsandthentrymybesttomakemycompanygopublicinforeigncountries.

Thelong-termgoalisthatIhopethatIcandevelopmycompanyintotheSoutheastAsiamarketandmycompanywillbecometheonewhichhassomechainstoresinsomeAsianareas.Besides,Ialsomakeadeepdevelopmentofitinothercontinents.

Thedistinguishingfeatureofthesupermarketrunningisthatwecreateacomfortableshoppingenvironmentandprovidebetterandavarietyofservicestotheallkindsofcustomers.Ofcourse,wealsohaverichgoodsandthegoodsarecheap.What’smore,wehavemorescientificmanagementandshapetheimageofdistinguishingfeature.Itrymybesttomaketheflowofcurrencysmoothandfast.Thenwewillhaveaverygoodreputation.

ThestrategyoftherunningisthatIwillnotdevelopmysupermarketinsomebigcities,especiallyavoiddirectcompetitionwithlarge-scaleinternationalchaincompanies.Wecanpaymoreattentiontomediumandsmallcitiesandsomeruraltownswhichhavehadadevelopedeconomy.Wewillbecometheleaderinthemarketlikethis.

Part2

Introductionandbusinessoverview

CompanyDescription

1.Threedifferentbranches

IfyouhavereadtheExecutiveSummary,youmustknowaboutthegoal,thefeatureandthestrategyofrunning.NowIamgoingtomakesomeaddition.

Mysupermarket,aformofgrocerystore,isaself-servicestoreofferingawidevarietyoffoodandhouseholdmerchandise,organizedintodepartments.Itislargerinsizeandhasawiderselectionthanatraditionalgrocerystoreanditissmallerthanahypermarketorsuperstore.

Thetraditionalsuburbansupermarketoccupiesalargeamountoffloorspace,usuallyonasinglelevel.Itisusuallysituatedneararesidentialareainordertobeconvenienttoconsumers.Itsbasicappealistheavailabilityofabroadselectionofgoodsunderasingleroof,atrelativelylowprices.Otheradvantagesincludeeaseofparkingandfrequentlytheconvenienceofshoppinghoursthatextendfarintotheeveningoreven24hoursaday.Supermarketsusuallyallocatelargebudgetstoadvertising.Theyalsopresentelaboratein-storedisplaysofproducts.Thestoresareusuallypartofcorporatechainsthatownorcontrol（sometimesbyfranchise）othersupermarketslocatednearby—eventransnationally—thusincreasingopportunitiesforeconomiesofscale.

Supermarketsusuallyofferproductsatlowpricesbyreducingtheireconomicmargins.Certainproducts（typicallystaplefoodssuchasbread,milkandsugar）areoccasionallysoldaslossleaders,thatis,withnegativeprofitmargins.Tomaintainaprofit,supermarketsattempttomakeupforthelowermarginsbyahigheroverallvolumeofsales,andwiththesaleofhigher-marginitems.Customersusuallyshopbyplacingtheirselectedmerchandiseintoshoppingcarts（trolleys）orbaskets（self-service）andpayforthemerchandiseatthecheck-out.Atpresent,manysupermarketchainsareattemptingtofurtherreducelaborcostsbyshiftingtoself-servicecheck-outmachines,whereasingleemployeecanoverseeagroupoffourorfivemachinesatonce,assistingmultiplecustomersatatime.

Mysupermarketisinthemainformaboutmediumchainstore.Specifically,wehavethreedifferentbranches.

A—Area:

1000to2000squaremeters,itcanpromotethecorporateimageandwecanlookitastheflagshipstoreortheheadquarteroftheregionalmarket.Italsocanmanagetheothertwobranches.

B—Area:

500to800squaremeters,itismainlyusedinsmallormediumcities,regionalbusinesscentersandruraltowns.Itwillproviderichgoodstothecustomerstomeettheirdemandaboutallkindsoflife.

C—Area:

200to300squaremeters,asasmallshopinthesmallormediumcities’communities,itmainlyprovideaveryconvenientandfastplacetothecustomerswholiveinlivingarea.Itcanmeettheresidentsonthegeneralfoodanddailynecessities.

Ingeneral,inthesmallormediumcitieswewillsetupsomeAandBstoresinbusinessdistrict,transportationhub,theregionalbusinesscenterandcommercialstreetsinthelargecommunities.WesetupsomeCstoresintheimportandexportoftheresidentialarea,publicbuildingsandtheregionalcommercialstreets.Ifwedothis,wewillpromotethecorporateimage,attractthelocalresidentsandthenwebecometheleaderintheregionmarket.

Insmalltowns,wemainlysetupAandBstores.Wewilltaketheadvantageofthecapitalandmanagementtomakethedistancebetweenthelocalfragmentedbusinessoperatorsandusbigger.Wecanprovidethegoodsandservicetoallcustomersinthetownsandestablishthepositionofmarketleader.

2.ProductandService

●ProductCategory

Thesupermarkettypicallycomprisesmeat,freshproduce,anddairyandbakedgoodsdepartments,alongwithshelfspacereservedforcannedandpackagedgoodsaswellasforvariousnon-fooditemssuchashouseholdcleaners,pharmacyproductsandpetsupplies.Mostsupermarketsalsosellavarietyofotherhouseholdproductsthatareconsumedregularly,suchasalcohol（wherepermitted）,medicine,andclothes,andsomestoressellamuchwiderrangeofnon-foodproducts.

——Principlesoflargecategory

Inthesupermarket,alargedivisionoftheclassificationshouldnotexceedtenbecauseitiseasyforustomanage.However,thisstilldependsontheoperator’sbusinessphilosophy.Ifwewanttoputabusinessintoawiderangeofareas,wewillneedmorelargeclassification.Theprincipleoftheclassificationisusuallyaccordingtothecharacteristicsofgoods.

---Productionsource

---Productionmethod

---Handlingway

---Preservationway

Largesimilargoodscanbelookedasamajorcategory.Forexample,aquacultureisabigcategorybecausethesourceofthecategoryiswater,seaorriverandtheirwayofpreservationandtreatmentisalsosimilar.Soitcanbeclassifiedintoacategory.

——Principlesofmediumcategory

AThefunctionofthegoods

Classifythegoodsbythefunctionofthem.Forexample,wecanhaveamediumcategoryabout“BreakfastConnected”incandiesandcookiesinthebigcategory.“BreakfastConnected”isaconceptofafunctionandpurposeandwecangivethecustomersa“RichBreakfast”.Sowecanputtoast,bread,jam,peanutbutter,cerealsandothergoodsinonemediumcategory.

BThemethodofproduction

Sometimestheuseofcertaingoodsisnotidenticalanditisdifficulttoclassifythem.Atthispointwedoitbytheirmethodsofmanufacture.Forexample,inalargelivestockcategorythereisamediumcategorynamed“processedmeat”,whichgatherstheham,sausage,hotdog,chickennuggets,smokedmeat,baconandothergoods.Theyhavedifferentfunction,butsimilarmethodofmanufacture.

So“processedmeat”hasbecomeamediumcategory.

CTheoriginofthegoods

Inbusinessstrategy,sometimeswehopethefeaturesofcertaingoodsareprominentanditmustbemanagedinparticular.Sotheclassificationabouttheoriginofthegoodsworkswell.Forexample,somestorespaymoreattentiontotheforeigncustomerssotheythinkitisveryimportanttoruntheimportedgoodandmakethe“importcookies”amediumcategory.Theygathercookiesfromforeigncountriesinonemediumcategory.Itiseasytofacilitatethepurchaseorsaleofthestatistics.

——Principlesofsmallcategory

AThefunctionofthegoods（thesamewiththemediumcategory）

BThespecificationsandpackagetypeofthegoods

Therearealsosomeprinciples:

——Principlesofthegoods’composition

——Principlesofthegoods’taste

●Service

Inmarketeconomysupermarketserviceshowsstrongvitality.

1.Serviceonexistingproductsplaysanimportantroleinpromotingsales.Whenthesupermarketsellsthegoods,itneedstoofferallkindsofservice.Forexample,wemustanswerthequestionsfromthecustomersandtellthemabouttheuseoftheproductionandtheknowledgeofthemaintenance.Theseserviceswillhelpsales.

2.Servicecanchangethepotentialdemandforconsumerintoreality.AccordingtoanauthorityinShenzhenabouttheconsumerbuyingbehavior,intheconsumersshoppinginsupermarketonly40%ofthemhavetheplantobuysomethingand60%donothavetheplan.Thus,fullystimulatethedesireofthepotentialconsumersisagoodwaytopromotethesupermarketsales.Sotheserviceisveryimportant.

Theserviceofthesaleisalong-termservice.Wecannotdeceivetheconsumers.Themostimportantisthatwemustgetthetrustfromtheconsumers.

SWOTAnalysis

Strengths

●Inexpensive

●Richgoods

●One-stopshopping

●High-qualityservice

●Greatcoverage

●NiceMembership

Wehaveanadvancedinformationtechnologyt