To implement its plan, Parkdale Meats will attempt to:
Parkdale Meats will establish its competitive edge through the expertise of its founders. Robert Suidae brings with him existing relationships with the best suppliers of meat as well as an understanding of the craft of butchering. He has trained a number of assistant butchers who have gone on to take head positions at grocery stores and butcher shops. Coupled with Eryka Auroch's understanding of food service management, sales record in business to business sales, and financial acumen, the pair will have an edge over the town's other butcher shops and grocery stores within its niche market.
The marketing strategy of Parkdale Meats is to establish anticipation of the store's opening in the community so that it can hit the ground running with retail sales immediately upon launch. To that end, the following tactics will be used:
To market to businesses, Parkdale Meats will join the local Chamber of Commerce and Food Provider organizations to network and market to other members.
After opening, the following tactics will be used going forward:
The sales strategy for the business includes both retail sales and business sales strategies.
Retail sales will be based on the marketing of the store and its location, explained in the marketing plan section. At an operational level, orders will be taken in person by clerks working the floor of the store (two on duty at any given time), or by the office clerk over the phone or Internet. Orders for specific cuts will be transmitted from these clerks to the butchers on duty who will prepare the cuts. They will be packaged, priced, and prepared for sale by the floor clerks.
Customers will be greeted with a standard greeting and served to meet their satisfaction with the greatest care taken to provide quick service to walk-in customers. A machine will give numbers to waiting customers so they can be served in an orderly fashion. Waiting customers will have a few seats in the store to sit in while waiting.
The business sales strategy relies on prospecting by Eryka Auroch to establish sales to caterers and restaurants. She will research, contact, and present to these businesses, drawing on her past sales experience. As a partner of the business, she will work to maximize this revenue stream to increase profits, rather than because of commissions on sales.
The sales forecast table represents the business scaling up sales quickly in the first year as the community recognizes the high quality of its products and as in-roads are made with the dozens of area caterers and restaurants.
Retail sales will be the greatest driver of sales growth and represents the best margins for the business, with a 100% markup over cost. Special orders are more expensive to provide, but will provide a vital line of business that will encourage high-income customers to use the store. Their cost of sales will be 60% of sales.
Products sold to businesses will be sold at lower rates, but costs will also be reduced through bulk ordering and the ease of working with businesses in an ongoing way. The cost of sales to businesses will be 60% as well. This category, including both catering and restaurant sales, will represent a larger portion of sales than retail sales. The presence of the store and the brand name it establishes will allow caterers and restaurants to advertise the fact that they purchase their meats from Parkdale Meats without any fear, as customers will see it as a mark of quality.
Eryka Auroch will manage all marketing and sales activities. As discussed earlier, the business's website must be completed month's before opening to provide information for those who see flyers and ads prior to the launch. Search engine marketing will be an ongoing expense after the launch, and business prospecting by Eryka Auroch will be continued as needed to establish a foundation of restaurants and caterers to sell to.