The Analysis of the Ohio Downtown Deli - Assignment Example

The small enterprise selected is Ohio Downtown Deli which is situated in Franklin county of Ohio. The deli serves snacks and drinks which are alcoholic and non – alcoholic. The Competitive Business Strategy The competitive business strategy for this business would be a coffee shop which sells organic food. The business would have fresh organic food which is healthy and delicious. We would provide food that are less fatty and made with more nutrition involved food items. The snacks would be sandwiches, burgers and other pastries which are less oily and calorie dense. The coffee shop would sell more vegetable and fruit included food items. According to (Seeley,2013)“More and more consumers are "voting" for organic in many areas, not use food, but they want organic clothes, products, food and beauty items”. The food items which are unique and entirely different from the competitor’s coffee shop would be included. There would be no sale of alcoholic beverage as the business as a theme of healthy food .There would be more of vegetable salads and fruit salads on the menu. A brand image would be created so that there would be a great impact on the consumers. A brand image would be created by giving an apt name to the coffee shop. The name would be “ natura coffee shop”. This would give a touch of nature and healthy image to the business. The name of the shop is different from the Deli and can attract customer due to curiosity. It also aligns with the food sold in the coffee shop. The price of food will be reasonable as people stay away from organic food because they are expensive. The portion would be bit more and that would be a good competitive strategy to win over “Ohio Deli”. People are always gets attracted to food that deliver much more than what they pay for. As per (Miles, 2014) “Quick-service consumers, now more than ever, want to get more for their dollar, and quite often the bigger the portion the better”. The theme of the coffee shop would also be organic as we would use any synthetic decoration in the coffee shop except from the appliances. The ambience would be entirely different from “Ohio Deli”. The coffee shop would have promotional offers which would like to entertain the customer potential. The staff of the coffee shop would be young and extra polite. They would be trained to be exceptional for customer service. We also would provide food and atmosphere which is hygiene and free of pollution. A quick service will be another strategy which would keep the interest of customer in the coffee shop. Many a times customer hesitate to come back if the service is slow as the customer are employee who come for breakfast and lunch. We would introduce loyalty cards to impress the customer s and to make them loyal to the coffee shop. We would also give take always which are an additional sale. Rationale The rational for this strategy is to offer a better product to the customers who would make them satisfied and less guilty. The food and the beverages offered are organic and all people would definitely opt for tasty and healthy food over calorie dense food. People naturally like to be close to nature and nowadays all wants t o have food which can reduce illness and health problems. Our natural food and beverages would make the customer believe that we care for our customers. As per (Saltmarsh,2011)“Sales of organic foods appear robust across Europe and the United States despite weak economic conditions and rising inflation”. The price is low because the customer is always attracted to food that is less priced with more quantity. The ambience of the coffee shop is made to look more close to nature as the customer can connect well to it. Customer most often like to eat in a place where they can relate with the food they eat. And we have the ambience which is different from our competitor and many other coffee shops in that area has different kind of atmosphere. We have the professionals who are more service – oriented. The food will be more delicious as people have a notion that organic foods are less tasty and palatable. The business would be set up as we have enough budgets to raise a business according to our conditions. We want a business of our imagination as this coffee shop would be different from other ones. The ambience, appliances would be unique and we want it to be installed according to our plan. Some aspects of coffee shop will be constructed or placed keeping in mind the service facility and customer satisfaction. We want the furniture and ambience as per our plan and would not compromise on these things. We wish to have an earthy flooring and ceiling as our resources or building materials are of organic nature. All our lightings and fixtures must align with the ambience and theme of our outlet. We are planning for walls and ceilings of wooden paneling as the theme of nature should reciprocate in them. Our entire cutlery and other serving dishes would also match with it and we would be using more of bio – degradable appliances. We want the equipments which are of high quality and with new technology. The reason for this is the fast service and delivery of quality food products. We also intent to give enough working space for the staff so that they do not feel suffocation in the working area. The free movement of customers and their accessibility is of high concern. We would also want an efficient parking area to ease the comfort of our customers. We e a construction which allows sunlight and air according to the climate and have blinds of bio – aromatic nature to bring in soothing and refreshing atmosphere. For all these reasons we plan to build our coffee shop.The coffee shop would be having a partnership ownership as we are two people who are acquaintance wishing to start the business. The other party owns a coffee shop in other state and has knowledge about the business. He has much opinions of the oncoming project and is of great help. The finance is mostly delivered by me and he would lend more help in building and management of the coffee shop. We wished for a partnership ownership as the support of another person who has an experience in the same field was needed. He also has contacts with suppliers and dealers of equipments, furniture and food which make the effort easy. There also would be a financial support from the other party in case of need along with moral support. In total, our business would be different from every dimension from our rival business. The name, the interior, the theme, the food products and service will be exquisite. We would rival them in a healthy way and would prove to be the top coffee shop in the state. Our aim is not to increase profit in a short term but to retain the customers and create a brand image and loyalty in order to remain in business for a longer time. According to ( Sondoh,2007,pg 83 – 107)“It is generally believed that a satisfied customer is more likely to display loyalty behavior, i.e. repeat purchase and willingness to give positive word of mouth”. Our belief is that, a good competitive strategy would give us opportunity to compete” Ohio Deli” in the best possible way. Work Cited Miles, B. (2014). Marketing Health Conscious. In http://www2.qsrmagazine.com. Retrieved January 31, 2014, from http://www2.qsrmagazine.com/articles/outside_insights/140 /healthco nscious-1.phtml Seeley, M. (2013). Demand for organic food at an all time high. In http://www.examiner.com. Retrieved January 31, 2014, from http://www.examiner.com/article/demand-for-organic-food-at-an-all-time-high Saltmarsh, M. (2011). Strong Sales of Organic Foods Attract Investors. In http://www.nyti mes.com. Retrieve d January 31, 2014, from http://www.nytimes.com/2011/05/ 24/business/g lobal/24orga nic.html?_r=0&adxnnl=1&adxnnlx=1391187905-H10quy5x4FOl+Po8jS49lg Sondoh, S. L. (2007). THE EFFECT OF BRAND IMAGE ON OVERALL. Asian Academy of Management Journal, 12(1), 83-107. Read More