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    Business Plan Chapter Two

    Uploaded by

    Matthew Ndeto
    Daniel Kiprop outlines the marketing plan for his hardware store business called Tumaini General Stores. The store will target two main customer groups: commercial customers who buy products to resell, and final customers who buy for personal use. The two main competitors control 70% of the local hardware market. Tumaini General Stores will differentiate itself by maintaining consistent business hours, offering quality products, excellent customer service, and timely delivery. The business will advertise using posters, websites, social media, and by building strong customer relationships. Products will be sold directly to customers and may be delivered for a small fee in order to attract more customers.

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    Business Plan Chapter Two

    Uploaded by

    Matthew Ndeto
    144 views4 pages
    Daniel Kiprop outlines the marketing plan for his hardware store business called Tumaini General Stores. The store will target two main customer groups: commercial customers who buy products to resell, and final customers who buy for personal use. The two main competitors control 70% of the local hardware market. Tumaini General Stores will differentiate itself by maintaining consistent business hours, offering quality products, excellent customer service, and timely delivery. The business will advertise using posters, websites, social media, and by building strong customer relationships. Products will be sold directly to customers and may be delivered for a small fee in order to attract more customers.

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    BUSINESS PLAN CHAPTER TWO

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    Daniel Kiprop outlines the marketing plan for his hardware store business called Tumaini General Stores. The store will target two main customer groups: commercial customers who buy products to resell, and final customers who buy for personal use. The two main competitors control 70% of the local hardware market. Tumaini General Stores will differentiate itself by maintaining consistent business hours, offering quality products, excellent customer service, and timely delivery. The business will advertise using posters, websites, social media, and by building strong customer relationships. Products will be sold directly to customers and may be delivered for a small fee in order to attract more customers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    144 views4 pages

    Business Plan Chapter Two

    Uploaded by

    Matthew Ndeto
    Daniel Kiprop outlines the marketing plan for his hardware store business called Tumaini General Stores. The store will target two main customer groups: commercial customers who buy products to resell, and final customers who buy for personal use. The two main competitors control 70% of the local hardware market. Tumaini General Stores will differentiate itself by maintaining consistent business hours, offering quality products, excellent customer service, and timely delivery. The business will advertise using posters, websites, social media, and by building strong customer relationships. Products will be sold directly to customers and may be delivered for a small fee in order to attract more customers.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    DANIEL KIPROP

    BUSINESS PLAN CHAPTER TWO

    MARKETING PLAN

    • INTRODUCTION

    Marketing is created awareness of a good or service that already exists in the market, or being
    hoped to be put in the market soon that the customer may be made aware of it.

    Marketing creates direct flow of the product from the entrepreneur to customers in order to
    achieve business objectives and targeting areas.

    • Customers

    The targeted customers will be grouped according to their potentiality of buying. This grouping
    will depend on various factors like income, social class, economic activity in the area and
    traditional belief and practices. These groups include:

    Commercial customers

    These customers buy product from the hardware for sale

    Final customers

    These are final users of the products who will buy from the hardware for their use

    • COMPETITORS

    There are two main competitors who are really active and take 70% of the market share and are
    located in Langas, but since they opened (after four years of operation) they have never
    improved/opened other branches.

    The main competitors are

    • MUIGAI HARDWARE

    • Address

    P.O BOX 6

    ELDORET
    Location

    It will be located Langas, near Kigomba Wholesalers, a few meters from the bus
    terminus.

    Strength

    • It’s widely known

    • Have excellent customer services

    • Offer sales services e.g. transport

    • They have established good customer relations

    • They sell quality products

    • Weakness

    • Lack packing facilities

    • Little stock

    • Offer a bit higher prices.

    Anuria hardware

    • Address

    P.O BOX 19946

    Eldoret

    • Location

    It’s located just behind home choice supermarket a few meters from matatu
    terminus.

    • Strengths

    • It is highly stocked
    • Use direct channel of distribution

    • Weaknesses

    • Have no specific working hours. It may be opened or closed any time.

    • Offer substandard customer services

    To push competition out of market, Tumaini General Stores will use the following strategies:

    • It shall be opened from 8.00am to 9.00 pm, from Monday to Saturday

    • Quality products will be offered

    • Maintaining customer relationship

    • Distribution goods to customers once an order has been made at the right time and in the
    right quality and quantity

    • Collecting views from customers about their feeling towards the goods and if they need
    any change.

    ADVERTISEMENTS

    The business will be advertised through

    1. POSTERS
    The business will use posters showing the direction and the location of the enterprise. The
    posters will indicate the business logo and drawings of various agro vet products such as
    fertilizers, cement, Iron sheets etc.
    2. WEBSITES AND SOCIAL MEDIA
    Tumaini General Stores has created its own website, a WhatsApp group and a twitter page to
    allow the public to access our business profile, services, location and contact information to
    conduct its business in a way that will make it known to the community and have many
    customers as possible.
    2.7 SALES STRATEGY
    The hardware products will be sold direct to the customers, this ensures direct contact between
    customers and the sellers. The business will allow discount to the customer to encourage them to
    buy the business product. The customers who come from distant areas will be provided with
    transportation of product purchased of a small fee to encourage the customers to demand more
    and create good relations with the business.

    2.8 DISTRIBUTION STRATEGY


    The business will sell its product directly to the customers and only allow customers come long
    distant for transportation from Uasin-Gishu County and its neighbors through producers such as
    Zanulia Hardware distribution company products are bulky hence it should reach the market
    safely.

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