超级市场商业策划.docx

1、超级市场商业策划SupermarketJackson Business 094572262010/12/2ContentPart 1 Executive summaryPart 2 Introduction and business overview-Company Description1. Three different branches2. Product and Service -SWOT Analysis-PEST Analysis-Market ResearchPart 3 Marketing plan introduction Effective tools for market

2、ing successPart 4 Marketing Calendar BudgetPart 1Executive summaryI will establish a company about chain supermarket and its name will be Jackson Supermarket. The headquarter of the supermarket will be founded in Qidong in Nantong. My Target:The short-term goal is that in the 2 to 4 years I will mak

3、e it the province supermarket and then there will be about 50 to 60 chain supermarkets in wherever possible in Jiangsu Province. Whats more, if possible, I will make a deep development of supermarket in other province.The medium-term goal is that in the 5 to 10 years I will set up my supermarkets in

4、 more than 20 provinces and make my company a nationwide supermarket. At that time I will own thousands of supermarkets and then try my best to make my company go public in foreign countries.The long-term goal is that I hope that I can develop my company into the Southeast Asia market and my company

5、 will become the one which has some chain stores in some Asian areas. Besides, I also make a deep development of it in other continents.The distinguishing feature of the supermarket running is that we create a comfortable shopping environment and provide better and a variety of services to the all k

6、inds of customers. Of course, we also have rich goods and the goods are cheap. Whats more, we have more scientific management and shape the image of distinguishing feature. I try my best to make the flow of currency smooth and fast. Then we will have a very good reputation.The strategy of the runnin

7、g is that I will not develop my supermarket in some big cities, especially avoid direct competition with large-scale international chain companies. We can pay more attention to medium and small cities and some rural towns which have had a developed economy. We will become the leader in the market li

8、ke this. Part 2Introduction and business overviewCompany Description1. Three different branchesIf you have read the Executive Summary, you must know about the goal, the feature and the strategy of running. Now I am going to make some addition.My supermarket, a form of grocery store, is a self-servic

9、e store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore.The traditional suburban supermarket occupies a large amount of floor spac

10、e, usually on a single level. It is usually situated near a residential area in order to be convenient to consumers. Its basic appeal is the availability of a broad selection of goods under a single roof, at relatively low prices. Other advantages include ease of parking and frequently the convenien

11、ce of shopping hours that extend far into the evening or even 24 hours a day. Supermarkets usually allocate large budgets to advertising. They also present elaborate in-store displays of products. The stores are usually part of corporate chains that own or control (sometimes by franchise) other supe

12、rmarkets located nearbyeven transnationallythus increasing opportunities for economies of scale.Supermarkets usually offer products at low prices by reducing their economic margins. Certain products (typically staple foods such as bread, milk and sugar) are occasionally sold as loss leaders, that is

13、, with negative profit margins. To maintain a profit, supermarkets attempt to make up for the lower margins by a higher overall volume of sales, and with the sale of higher-margin items. Customers usually shop by placing their selected merchandise into shopping carts (trolleys) or baskets (self-serv

14、ice) and pay for the merchandise at the check-out. At present, many supermarket chains are attempting to further reduce labor costs by shifting to self-service check-out machines, where a single employee can oversee a group of four or five machines at once, assisting multiple customers at a time.My

15、supermarket is in the main form about medium chain store. Specifically, we have three different branches.AArea: 1000 to 2000 square meters, it can promote the corporate image and we can look it as the flagship store or the headquarter of the regional market. It also can manage the other two branches

16、.BArea: 500 to 800 square meters, it is mainly used in small or medium cities, regional business centers and rural towns. It will provide rich goods to the customers to meet their demand about all kinds of life. CArea: 200 to 300 square meters, as a small shop in the small or medium cities communiti

17、es, it mainly provide a very convenient and fast place to the customers who live in living area. It can meet the residents on the general food and daily necessities. In general, in the small or medium cities we will set up some A and B stores in business district, transportation hub, the regional bu

18、siness center and commercial streets in the large communities. We set up some C stores in the import and export of the residential area, public buildings and the regional commercial streets. If we do this, we will promote the corporate image, attract the local residents and then we become the leader

19、 in the region market.In small towns, we mainly set up A and B stores. We will take the advantage of the capital and management to make the distance between the local fragmented business operators and us bigger. We can provide the goods and service to all customers in the towns and establish the pos

20、ition of market leader.2. Product and Service Product CategoryThe supermarket typically comprises meat, fresh produce, and dairy and baked goods departments, along with shelf space reserved for canned and packaged goods as well as for various non-food items such as household cleaners, pharmacy produ

21、cts and pet supplies. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), medicine, and clothes, and some stores sell a much wider range of non-food products.Principles of large categoryIn the supermarket, a large division

22、 of the classification should not exceed ten because it is easy for us to manage. However, this still depends on the operators business philosophy. If we want to put a business into a wide range of areas, we will need more large classification. The principle of the classification is usually accordin

23、g to the characteristics of goods.-Production source-Production method-Handling way-Preservation wayLarge similar goods can be looked as a major category. For example, aquaculture is a big category because the source of the category is water, sea or river and their way of preservation and treatment

24、is also similar. So it can be classified into a category.Principles of medium categoryA The function of the goodsClassify the goods by the function of them. For example, we can have a medium category about “Breakfast Connected” in candies and cookies in the big category. “Breakfast Connected” is a c

25、oncept of a function and purpose and we can give the customers a “Rich Breakfast”. So we can put toast, bread, jam, peanut butter, cereals and other goods in one medium category. B The method of productionSometimes the use of certain goods is not identical and it is difficult to classify them. At th

26、is point we do it by their methods of manufacture. For example, in a large livestock category there is a medium category named “processed meat”, which gathers the ham, sausage, hot dog, chicken nuggets, smoked meat, bacon and other goods. They have different function, but similar method of manufactu

27、re. So “processed meat” has become a medium category.C The origin of the goodsIn business strategy, sometimes we hope the features of certain goods are prominent and it must be managed in particular. So the classification about the origin of the goods works well. For example, some stores pay more at

28、tention to the foreign customers so they think it is very important to run the imported good and make the “import cookies” a medium category. They gather cookies from foreign countries in one medium category. It is easy to facilitate the purchase or sale of the statistics.Principles of small categor

29、yA The function of the goods (the same with the medium category)B The specifications and package type of the goodsThere are also some principles:Principles of the goods composition Principles of the goods taste ServiceIn market economy supermarket service shows strong vitality.1. Service on existing

30、 products plays an important role in promoting sales. When the supermarket sells the goods, it needs to offer all kinds of service. For example, we must answer the questions from the customers and tell them about the use of the production and the knowledge of the maintenance. These services will hel

31、p sales.2. Service can change the potential demand for consumer into reality. According to an authority in Shenzhen about the consumer buying behavior, in the consumers shopping in supermarket only 40% of them have the plan to buy something and 60 % do not have the plan. Thus, fully stimulate the de

32、sire of the potential consumers is a good way to promote the supermarket sales. So the service is very important.The service of the sale is a long-term service. We can not deceive the consumers. The most important is that we must get the trust from the consumers.SWOT Analysis Strengths Inexpensive Rich goods One-stop shopping High-quality service Great coverage Nice MembershipWe have an advanced information technology t