A MARKETING PLAN FOR THE ORIENTAL SUPERMARKET

A Marketing plan for the Oriental Supermarket

A Marketing plan for the Oriental Supermarket

Oriental Supermarket an Introduction

At present the supermarket is located in London. A purpose built facility based in a major industrial regeneration site. This financial backing was part of the governments intentions to encourage industries with growth potential to expand production and be able to offer local residents jobs. We both have existing skills and expertise with Albert having served an apprenticeship with one of the finest chocolate factories in Belgium and Caroline having a profound background in accountancy being able to deal with growing paperwork.

We have forecasted a boost in annual turnover of "Oriental Supermarket" from pound 250,000 to pound 600,000 within three years as well as doubling our staff figures, which totals to six. At present, the customers of our company are department stores in the London area, but due to the perishable ingredients of the products there is a restriction on the geographical area. Consequently, Oriental Supermarket supply its products in wholesale quantities within 25 miles around North London base.

The UK grocery items market assessment

The UK market was forecasted in 2002 to be worth pound 12.5 billion In addition to this, market penetration is also high with 86 per cent of adults saying they purchase grocery items.

A positive point can be seen, as there are a growing number of confectionery shops in the London area, which is seen by "Oriental Supermarket" as an area of significant growth and justifies the company's forecast for expansion. As well as this, the company's recent investment in packaging has allowed them to safely carry up to 2Kgr of grocery via next day delivery. The prospect of such investment means that the company can supply to the growing number of specialists confectioneries within the London area with "Oriental Supermarket" own brand of luxury boxed groceries as well as an opportunity to consider mail order.

Competition

The three main players, which dominate the grocery items market, are Oriental Supermarket, Harrods and Sanisbury who lead with a 86 per cent share.

Segmentation

From the above analysis it can be seen that the boxed grocery market takes up the majority of the grocery confectionary market. It is for this reason that we will break down this particular market so that we can see which target markets within the boxed grocery market are the most attractive according to "Oriental Supermarket's" resources. The boxed grocery confectionary market is divided into the following segments:

Luxury/premium

These types of groceries can be seen as handmade, Belgium and Continental groceries, which are premium priced and can be imported. Within this segment, grocery brands have also created an image of quality and luxury via advertising and packaging. Additionally groceries in this segment are normally from larger manufacturers and have top of the range packaging. W. M. DeLozier, The marketing Communication Process, (McGraw-Hill, 2002 Pp. 13-17)

Family-sharing products

Although men purchase a reasonable amount of grocery mainly for gifts to women, women still represent the heaviest ...