Innovative Supermarket Strategy.Docx

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Date Submitted: 02/01/2013 11:49 AM

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Strategy for our Super-Market 2

Products 3

Mission: 4

Marketing Strategy: 4

Differentiating factors 5

Strategy for our Super-Market

We plan to open a supermarket which other than the usual retail concept also includes a retail structure similar to a Farmer’s Market or “Mandi” (as we call it in India.) In this format, our products would be mostly organic, fairly traded, local, regional or otherwise ethically produced.

By selling directly to consumers, produce often needs:

* less transport

* less handling

* less refrigeration

* less time in storage

This in turn leads to reduction in costs, which would be reflected in the price of the products. Thus we expect to capture market share by becoming the low cost leader in the supermarket industry.

In our regular retail shelves, we will sell the same products as other convenience stores in the same packaging sizes, quality, and quantity as other stores. This includes grocery items, newspapers, magazines, soft drinks, fruit juices, sport drinks, hot and cold snacks, beauty products, cleaning supplies, pet supplies, paper products, toothpaste, etc.

But in the Farmer’s Market structure we will give space to local vendors/entrepreneurs of organic food (all fresh fruit and vegetables, bread, plus much more), condiments, spices, and other traditional & herbal products. This structure would be similar to a co-operative retail format where we will only take a portion of the margin made by the vendor, in return for the space and infrastructure we provide. But, all co-operative members would be both workers and directors, with equal responsibility for the decisions that govern the business, from long-term strategy and budgets to procedures that run the shop from day to day.

This will give employment to people who lack opportunities to sell their products at a better platform and furthermore, they would be treated as members. We aim to offer space to NGOs where they can...