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Strategic Management
Affiliated with
RIPHAH INTERNATION UNIVERSITY
Green Grocer:
Shleves
Spplier Entrance
Washing
Facility
OFFICE
Administration
Store Keeper
Welcome
To
Green Grocer
Customers Entrance
President
(Mr. DJ
Barnard)
Financial
Operational Manager Administrative
Manager
(Mr. Bray’s Pork Manager
(Mr. DJ
Pies) (Mr. Samphire)
Barnard)
Naveed Aslam Gondal 7
• Duties & Responsibilities of Financial Manager:
Financial
Manager
(Mr. DJ Barnard)
Finance Record
Arrangements Keeping
&
Distribution
In our business, Mr. DJ Barnard is working as a “President”; there are two reasons
behind it:
• The major investment in the business is contributed by Mr. DJ Barnard. As he is
contributed 40% of total investment.
• He has his contents in the business
So Mr. DJ Barnard is doing work in this business as a president and as a finance manager,
responsible for record keeping and other finance arrangements and distributions.
Administrative
Manager
Receiving &
Monitoring distribution
Naveed Aslam Gondal 8
E J Perowneis doing work as an Administrative manager, because she can manage very
well his business due to interest in management and monitoring. And he can manage his
employees and monitor them. He has studied these courses as a core subjects.
Operationa
l Manager
Order Supply
Inventory Marketing
Management Activities
Mr. Bray’s Pork Pies is doing work as a Marketing manager, because he has marketing
skills and his references that can be helpful in making advertisements etc.
• Duties & Responsibilities of storekeepers:
Besides all of these three managers there will be two employees and two hawkers
working for our business. One employee’s work is to maintain inventory on the shelves,
to cut the vegetables that will be given through orders and other tasks related to the
business. While other employee’s work is to deliver the vegetables to the homes in case
of emergency required. Means that if any home needs extra vegetable in the whole day
they will contact us and our employee will deliver those vegetables to their homes.
All of our organizations activities reflect the goals and objectives that underlie our
business’s existence. Like our goal is to provide unique vegetables to our customers and
good quality vegetables so that they can better be satisfied. And each task held within the
organization will be measured and evaluated by the management.
• Rewards
Currently there is no any reward process in our business but when it will expand and will
be on a large scale then we will launch any scheme related with the rewards.
• Selection criteria
The selection criteria in our business depend on the good communication and good
qualification. The qualification required for our business for selecting employees is
minimum F.A.
• Training
Currently there is no any training process that can be held within our business but in
future when this business will be on large scale then we will give training to our
employees that how to manage the different tasks.
Employees’ Monitoring:
To monitor the employees within the organization is very complicated and important task.
Our management team in this way will monitor the employees of our business:
• Firstly we will make records of all employees’ attendance and their work
behaviors. We have two hawkers in the business that will deliver our vegetables
door to door. When they will go to deliver it they will first record in the register
• Similarly with the case of two employees that are doing work within the business.
Firstly they will give attendance in the register early in the morning then one of
them will be responsible to arrange the vegetables whole day either in the shelves
or on cycles. His work is to maintain the inventory within the store during the
whole day. The duty of second employee is to record all material sold on orders
on the whole day. Means that if during the whole day if any customer needs extra
inventory of vegetables that are immediately required then he will be responsible
to deliver them and record them that how much quantity have sold and how much
have left. All of these responsibilities performed by employees are to be
monitored by the management team and are used to record.
1. Retailing System
Arranged Ready
Sabzi
Supplier Store on for
Mandi
Shelves Sale
Properly
Washed
For our operations we will hire the services of supplier, he will provide us vegetables on
daily basis. For this purpose he supplier that we select is Mr. Rasheed who has the five
years of experience in same business. We will receive the first supply at 8:00am.
Administrator will record the opening units of inventory. We will order the 100kg of
vegetables in first month.Out of this the 40 kg will be arranged on shelves while
remaining will use for door step service.After receiving vgetables from supplier our store
Hawker# 1
250
Families
Sabzi Distributed
Supplier Store to
Mandi
Hawkers
Hawker# 2
Properly 250
Washed Families
After arranging the particular quantitiy on store shelves we will divid the remaining 60 kg
vegetables betweem our two distributors (hawkers) equally. Then they will arrnge it on
their bicycles and will go for their route. Admistrator will record the inventory level.
Hawker # 1 will cater the families of extension I area,while hawker # 2 will cater the
families of extension II area.This whole process will take 20 minutes. The hawker will
perform their duty from 9:00 am to 3:00 pm. Administrator will record the sales of the
whole day.
Final Ready
Destination to
Serve
For free home delivery service we will receive the orders on telephone. The order will
receive by the adminstrator he will held over it to the operational manager. Now
operational manager will be responsible for fufilling the order.Under his supervision the
store keepers will make arrangement according to the nature of order whether it is for cut
vegetables or an ordinary order. Adminstrator will record all information about order ang
will give receipt to the store keeper so that after fullfilling the demand the customer will
sign the receipt.The store keeper will use the bicycle for the purpose of transportation.
the time of completion will depend up on the nature of order. an ordinary order will
fullfill within 15 minutes, while the order for cut vegetables will take 30-45 minutes.
National Trends:
Pakistan is an agriculture country therfore it mostly fulfills its demand of fruits and
vegetables itself.There are number of sabzi and fruit shops serving to the customers. The
concept of green grocers are existed in the form of sabzi and fruit shops.People of
farflung areas go to sabzi mandi in order to fullfill their requirments and keep that stuff
for a wholer week.The availbility of both vegetables and fruits to a single shop is not
there,only super stores provide the fruits and vegetabes collectively.
Distribution Strategy:
Distribution Strategy:
Promotion Strategy:
Weaknesses of Hawker:
Inventory:
Hawker keeps the low level of inventory which does not fulfill the requirements of the
customers.
Quality:
Quality level of vegetables is low especially of green vegetables.
Strengths of Hawker:
Inventory:
The hawker maintains low level of inventory so at the end of day he has not left with
extra inventory.
Our business “Green Grocer” covers all future prospects. Currently it will sell only
vegetables, it will be the store of containing only vegetables now but in the future when
our business will get success then we will do it on large scale. The positioning statement
reflects our strengths in terms of quality & time.
Marketing Mix Variables:
Services:
We are dealing in vegetables and providing this service to our customers in following
ways:
Retailing:
We have a shop that is located at the middle of the two societies. We arrange the
vegetables on shelves so that the customer can easily make the buying decision. We give
the opportunity to our customers to visit the store and buy whatever they want.
Hawkers:
At the beginning of the day we will send our two hawkers in both areas. They will visit
the areas only once in a day. They will be there from 9:00 am – 3:00 pm. The hawkers are
facilitated with bicycles on which there will be vegetables up to 30kg for each hawker
they will distribute the vegetables in brown papers packaging
Home Delivery:
We are also providing the free home delivery to our customers. As
in some families there is a trend of cooking in evening so by
ordering us they can easily get vegetables without tension of
arranging the food stuff in day time. The other potential reasons
may be the shortage of vegetable, sudden arrival of guests or
unplanned cooking. Two kilogram (2-Kg) is the minimum order
for which we will provide home delivery services.
For finding out the cost per unit there is need to find out the per unit selling expense and
per unit admin expense.
For cut vegetables, on order delivery and sell the extra inventory profit margin is set
according to the conditions. For extra inventory which will be sell on next day in the poor
area profit margin will be low and for cut and ordered vegetables profit margin will be
high.
Distribution:
As we are dealing in perishable goods i.e. vegetables so we need direct channel of
distribution. For this the methods that we are using:
Retailing:
We are providing the retailing service to our customers. So that we can check directly
their buying behavior and can also get direct feedback from them.
Hawkers:
• We select the hawkers who will directly distribute the vegetables. They will
distribute the vegetables. The reason for this is that our competitor “Hawker”
is also serving in that area. To compete with that we have to serve in the
similar but in a unique way.
s
250 House
House Green Grocer 250
s
Home Delivery:
We are providing free home delivery to our customers as no our competitor is providing
this service.
Serving/Delivery Time:
Due to our location we can fullfill the order of our customers wqithin 15 minutes. while
special servives of cut vegetables can be fullfdilled within 30-35 minutes.
Cut Vegetables:
we give our customers the unique service of proviuding them cut vefgetables on order so
that their time to prepare food get reduce.
Weakenesses of Green Grocer:
The weaknesses of our venture are:
Inventory Management:
The management of vegetables is our major problem that how to manage the extra
Inventory because extra invntory will sale at anoter shop in poor area near to the Aden
Avenue at very low profit.
Long Distance:
There is problem of long distance from Sabzi Mandi so, supplier cost is higher.
SWOT Analysis
of
Green Grocer
Strenghts Weakeneses
Opportunities Threats
• Intrtoducing Fruits & Meat • Customer Trust
• Online srvices • Fluctuation in Prices
• Competitors
Income:
The income which we earn from our operation of the business can be through these
sources.
• Sale on order
• Sale through hawkers
• Sale through retailing
• Sale through cut vegetables
Break even analysis tells the stage of the business at which business is bearing no lose
and earn no profit. In our venture “Green Grocer” we have loss in first month because our
operating expenses are very high and G.P is very low. We do not hiring may employees to
do work but only four employees excluding management are enough to do work inside
and out side of the store. After five months we start to earn profit and bear our expenses.
We can find break even point through this formula.
The risks in this venture are, firstly and the most important is that to create the customers
trust because the cut vegetables and simply on order delivery services are introducing
first time in the area by “Green Grocer”. So the re is most important point is to keep in
mind the human health. It is a risk may people do not believe on our safety steps, so we
are very much conscious about our customer’s health and care it by neat & clean uniform
of employees, gloves & cap, and washed vegetables. Second risk is about the natural evils
e.g. flood, lack of rain etc may be due to these evils the prices of vegetables rise and
profit margin may decrease. Third risk is from competitors because there is direct
competition with Dania Market, and the one hawker who is already serving this area. But
“Green Grocer” is providing the unique services i.e. washed and cut vegetables, on order
delivery, hawkers of “Green Grocer” are selling vegetables in the whole day because
people of this area are buying in whole day.
http://www.thegreengrocers.com
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