Scenario Planning of a Grocery in the Uk

1. BACKGROUND

In the year of 2004, with a growing inhabitation of ethnic minor Asian groups in the larger south side of Glasgow; a group of people came up with the idea of serving this segment of the population in this particular area. As Asian people have remarkably different consumption pattern than local Scottish people or other international residents of Glasgow, the best way to satisfy their need was to open up a supermarket retailing unique Asian products. Super Asia Ltd. was such a supermarket introduced to the local inhabitants as it was incorporated at 24 November, 2004.It mainly stocks an extensive range of Asian Foods, Spices, Fresh Halal Meat and Chicken, Frozen and Chilled Halal meats, Halal sweets, fresh fruit and vegetables and Asian local fish etc. Super Asia Ltd is located in Maxwell Road which is around 1.60 miles distant from the city centre and the place is also within proximal reach of the residents of Pollokshaws road, Pollok shields, woodland and Govan Hill road where statistically large number of Asian people lives in. This shop is occupying with an area of around 550 square feet with no parking facilities of its own and has no other branches.

2. SITUATION ANALYSIS

To conduct an appropriate situation analysis for Super Asia Ltd. it is necessary to analyze the macro and micro environment for the industry as well as of the shop. A thoroughly researched macro environment analysis would provide a clear idea about the present situation of the industry. Unlike the macro environment studies; the micro environment analysis will provide the in

2.1Macro Environment Analysis

Previously marketers used to use the 5 C analysis model to understand the overall macro and micro factors that can affect a particular business. However, in order to find out the potential macro environmental factors affecting Super Asia Ltd; PESTL analysis has been used.

2.1.1 PESTEL analysis

Since Super Asia Ltd. has only one outlet in Glasgow and has no...