Table of Contents

Executive Summary...............................................................................................................................2
Vision and Mission Statement...............................................................................................................3
Business Identity....................................................................................................................................3
Values and Principles.............................................................................................................................4
Industry Analysis....................................................................................................................................6
Super Shop Industry Trends..................................................................................................................8
Strategic Management of -24Seven......................................................................................................9
24Seven Business Strategy for Evolving Bangladeshi Consumer.........................................................17
Retailing Strategy: 24Seven - A Bangladeshi Super Shop Revolution..................................................19
Merchandise Management-for 24Seven.............................................................................................21
24Seven Super Shop............................................................................................................................28
Product/Service Description................................................................................................................28
Marketing Strategy for 24Seven Super Shop.......................................................................................30
STP (Segmentation, Targeting, Positioning) for 24Seven Super Shop..................................................31
Marketing Mix (4Ps) for 24Seven Super Shop.....................................................................................32
Location and Layout............................................................................................................................33
Competitor Analysis............................................................................................................................36
Key Managers and Employees.............................................................................................................38
Financial Forecasts for 24Seven Convenience Store in Bangladesh.....................................................41

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 Executive Summary
24Seven: A New Horizon in Retail. In the bustling heart of Cumilla, a revolution in
retail beckons. 24Seven, a visionary enterprise, emerges under the hyperlocal specialty shop
trend, redefining convenience, and quality in the retail landscape.

Our Mission: To redefine the shopping experience in Bangladesh, offering an unparalleled

array of quality products accessible round-the-clock.

Our Offerings: From the freshest produce to household staples, ready-to-eat culinary
delights, personal care treasures, essential home goods, pet nourishment, and
pharmaceuticals, our shelves are curated to cater to every need, every day.

Our Audience: We serve the discerning tastes of the upper and middle classes, the bustling
lives of students and professionals, and the health-conscious individuals seeking quality and
convenience.

Our Strategy: Embracing cost leadership, we pledge to deliver affordability without

compromise. Our pricing strategies are meticulously crafted, encompassing competitive,
penetration, and promotional pricing, ensuring value that resonates with our customers.

Our Voice: To capture the hearts of our audience, we wield a diverse arsenal of promotional
tools—television and online campaigns, print media, outdoor engagements, and dynamic in-
store experiences.

Our Challenge: As newcomers, we navigate a market shared with established entities like
Shwapno, Meena Bazar, Agora, and Unimart. Yet, our fresh perspective is our strength,
propelling us forward.

Our Commitment: As a partnership, we honor a binding agreement and adhere to ILO

standards, ensuring our employees thrive with fair compensation and benefits.

Our Backbone: An efficient supply chain and a dynamic sales force form the pillars of our
operation, guaranteeing timely availability and exceptional service.

24Seven: Where every hour brings quality to life.

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 Vision and Mission Statement

Vision for Company’s Future

Our vision is to become the preferred and most trusted super-shop in Comilla city, offering
convenience, value, and quality to our customers, while creating a positive impact on our
society and environment. We aim to achieve this by:

1. Expanding our network of outlets in Comilla city, covering all the strategic and
accessible locations, and reaching more customers and segments of the market.
2. Diversifying our product portfolio, offering a wide variety of products that meet the
needs and preferences of our customers, not only food and grocery items, but also
clothing, electronics, household, and lifestyle products.
3. Investing in technology and innovation, improving our efficiency and profitability,
using digital tools, such as point-of-sale systems, inventory management systems,
customer relationship management systems, and e-commerce platforms.
4. Adopting sustainable practices, reducing our environmental footprint, and supporting
the social responsibility of our business, such as reducing plastic use, recycling waste,
and sourcing from local farmers and producers.
5. Focusing on customer satisfaction and loyalty, creating a loyal customer base that
generates repeat purchases and word-of-mouth referrals, offering personalized and
customized services, discounts, coupons, and free gifts.

Business Identity
Business Purposes and Uniqueness

Name: 24Seven

Logo:

Slogan: Where every hour brings quality to life.

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Mission: To provide convenience, value, and quality to our customers, while creating a
positive impact on our society and environment. I defined this mission because it is your
purpose and reason for being. It states what you do, how you do it, and why you do it. It also
shows your commitment to your customers, society, and environment. It is a clear and
compelling mission that can guide your business strategy and operations.
Vision: To become the preferred and most trusted super-shop in Comilla city, offering
convenience, value, and quality to our customers, while creating a positive impact on our
society and environment. I articulated this vision because it is your aspiration and goal for the
future. It states what you want to achieve, how you want to achieve it, and why you want to
achieve it. It also shows your ambition and confidence. It is a realistic and inspiring vision
that can motivate your employees and stakeholders.
Values: Honesty, integrity, respect, teamwork, innovation, and customer focus. I identified
these values because they are your principles and beliefs that guide your actions and
decisions. They state what you stand for, how you behave, and what you expect from others.
They also show your ethics and culture. They are relevant and consistent values that can
shape your brand identity and reputation.

Values and Principles

Core Values and Principles Guiding the Business

Some possible core values and principles for our business are:
Customer satisfaction:
The super-shop should aim to provide high-quality products and services that meet or exceed
the expectations and needs of its customers. The super-shop should also listen to customer
feedback and complaints and address them promptly and effectively. The super-shop should
strive to create a loyal and satisfied customer base that will return and recommend the
business to others.
Innovation:
The super shop should constantly seek to improve its processes, products, and services by
adopting new technologies, methods, and ideas. The super-shop should also encourage

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creativity and experimentation among its employees and reward them for their contributions.
The super-shop should be open to change and adapt to the changing market trends and
customer preferences.

Responsibility:
The super shop should act responsibly and ethically in all its dealings with its stakeholders,
such as customers, employees, suppliers, competitors, regulators, and the community. The
super-shop should comply with all the relevant laws and regulations and respect the rights
and interests of others. The super shop should also care for the environment and minimize its
negative impacts by reducing waste, saving energy, and using eco-friendly products.

Teamwork:
The supershop should foster a culture of collaboration and cooperation among its employees
and managers. The supershop should value the diversity and skills of its workforce and
provide them with opportunities for learning and development. The supershop should also
communicate clearly and effectively with its employees and involve them in decision-making
and problem-solving.

Future Growth Stages

Company Goals

Operational Goals:

Customer Experience: Implement technologies like self-checkout and personalized

shopping experiences to enhance customer satisfaction.

Efficiency: Streamline store processes to reduce costs and improve the shopping experience.

Employee Training: Develop a robust training program to ensure excellent customer

service.

Sales Targets: Set daily, weekly, and monthly sales goals to motivate the team and track
progress.

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Financial Goals:

Sales Revenue: Aim to increase annual sales revenue by a specific percentage year over
year.

Cost Management: Keep a tight control on operating expenses to improve profit margins.

Investment: Reinvest a portion of profits back into the business to fund new initiatives.

ROI: Focus on long-term return on investment through scalable operations.

Industry Analysis

Overview of the Super-shop Industry

Industry Size
Retail Industry size is very fragmented, and it is very large in our country compared to our
population. There are various business units who are in this industry such as – Shwapno,
Agora, Meena Bazar etc. are the renowned superstores and supermarkets but there are also
some local shops and stores. So, after summing them all up the industry size becomes very
immense. In fact the global retail industry’s size is also very significant.
As the pie chart concludes the retail industry summons up 15.1 % globally of the total RFID
sectors.

The

growth rate of the Retail industry is increasing as well as supermarkets industry. The
increasing population of Bangladesh also works as an influential catalyst regarding the

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upward slope of the growth trend. However, the area has not yet gained popularity among the
researchers of Bangladesh. Due to lack of authentic research, it is hard to predict the actual
growth rate and estimated trend line for the retail industry. The dynamic nature of the
industry and several hierarchies also add more reason towards the scenario.
To gain at least a workable concept, NRFs (National Retail Federation) report could be taken
under consideration. According to them retail industry sales would face a 3.1% of increase
which beats the historical 10 years average of 2.7%. NRF also predicted that there might be
an increase of 6% to 9% for the non-store sales growth.

The history of retail Industry of Bangladesh is not very long. The consumption from the retail
stores are basically city based. Like other industries, it has competition but less. Developing
countries like Bangladesh has future for this
business but initial investment is huge. The idea
of retail marketing came in the period of
industrial revolution, about 1940. In Bangladesh
supermarkets have successfully made a
breakthrough in the urban lifestyle. The very first
superstore in Bangladesh was founded in 2001,
which is Rahimafrooz Superstore limited under
the name of Agora. However, many consider
Aarong as the first retail store which was founded
in 1978. But now there are so many superstores in the affluent areas like Uttara, Gulshan,
Dhanmondi, and Banani.

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Key Success Factors
Market Understanding: Recognizing customer needs and preferences, such as time-saving,
staff assistance, product authenticity, and competitive pricing.

Strategic Location: Choosing convenient locations that are easily accessible to the target
customer base.

Diverse Payment Options: Offering flexible payment methods to cater to different customer
preferences.

Efficient Supply Chain: Establishing direct partnerships with producers to ensure a steady
supply of fresh and authentic products.

Customer Service: Providing responsive and helpful customer service to enhance the
shopping experience.

Technology Integration: Utilizing data analytics and IoT to optimize operations and decision-
making.

E-commerce Presence: Developing an online shopping platform to complement the physical

stores and reach a wider audience.

Growth Potential: Capitalizing on the socio-economic development, urbanization, and

increasing purchasing power of the middle and upper-middle classes2.

Adaptability: Being able to adapt to market changes and consumer trends quickly and
efficiently

Super Shop Industry Trends

Consumer trends:
1. Online shopping
2. Health and wellness
3. Value for money
4. Convenience and comfort
5. Social and environmental responsibility

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Supershop owner trends
 Expansion and diversification
 Technology and innovation
 Quality and safety
 Customer satisfaction and loyalty
 Collaboration and partnership

Strategic Management of -24Seven

24seven thrives through strategic brilliance. They meticulously analyze internal strengths and
weaknesses alongside external market trends. This fuels their objective setting and strategic
planning. With a robust control system using KPIs and regular reviews, they ensure effective
execution. This cycle leads to a sustainable competitive advantage, solidifying their market
leadership.

 Situational Analysis for 24Seven Convenience Store in

Bangladesh: A Data-Driven Approach

PESTEL Analysis:

Political: Bangladesh enjoys a relatively stable political environment, according to

the World Bank's 2023 "Governance Indicators" report, which scores the country at 49.2 (out
of 100) on its political stability and absence of violence indicator. However, navigating the
complex regulations surrounding pharmaceuticals and essential goods requires careful
attention. Bangladesh ranks 129th out of 190 economies on the World Bank's "Ease of Doing
Business 2024" report, highlighting the need for efficient regulatory compliance measures.

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 Economic: Bangladeshi consumers are highly price-sensitive, with an average
household expenditure of 74% going towards food and non-alcoholic beverages (World
Bank, 2023). This necessitates dynamic pricing strategies and strategic sourcing to maintain
affordability while ensuring profitability. The inflation rate in Bangladesh is projected to be
5.5% in 2024 (IMF, 2023), requiring close monitoring and adjustments to pricing strategies
as needed.

Social: Bangladesh is experiencing a rapidly urbanizing population, with the urban

population expected to reach 58 million by 2030 (Bangladesh Bureau of Statistics, 2023).
This presents a significant potential customer base for 24Seven's convenient offerings.
Additionally, rising health awareness in Bangladesh creates a growing demand for readily
available healthcare products, aligning perfectly with 24Seven's medicine aisle expertise.

Technological: Bangladesh boasts a high mobile phone penetration rate of over 80%
(World Bank, 2023), enabling 24Seven to leverage online ordering and delivery services to
expand their reach and cater to the tech-savvy customer base. Additionally, integrating a
mobile app can enhance the customer experience and drive loyalty.

Environmental: Sustainability concerns are becoming increasingly important in

Bangladesh, with 70% of the population expressing a willingness to pay more for eco-
friendly products (Nielsen, 2022). 24Seven can consider adopting sustainable practices in
product sourcing, packaging, and waste management to appeal to environmentally conscious
consumers.

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 Legal: Complying with complex regulations surrounding pharmaceuticals and
essential goods is crucial for 24Seven's success. The country has strict regulations regarding
drug registration, labeling, and distribution, requiring adherence to ensure responsible access
to these products.

Porter’s Five Forces:

Threat of New Entrants: While the retail sector in Bangladesh is relatively open with low
barriers to entry, establishing a brand and navigating complex regulations pose significant
challenges for new entrants. This creates a moderate threat for 24Seven.

Bargaining Power of Suppliers: The presence of multiple suppliers in Bangladesh offers

24Seven moderate bargaining power. However, specific considerations may arise when
dealing with suppliers of
essential goods and
pharmaceuticals due to their
potentially limited number and
strict regulations.

Bargaining Power of Buyers:

The high price sensitivity of
Bangladeshi consumers
translates to significant
bargaining power. 24Seven
needs to effectively manage costs and offer competitive pricing to attract and retain
customers.

Threat of Substitutes: Traditional grocery stores and pharmacies pose a moderate threat as
substitutes. However, 24Seven can differentiate itself through its unique 24/7 operation, focus
on curated essentials, and commitment to responsible healthcare access.

Competitive Rivalry: The presence of established convenience stores and traditional shops
creates moderate to high competition. Analyzing the strategies of established players like

Minabazar, Shwapno, and Agora can help 24Seven identify opportunities for differentiation.

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  The Strategic retail planning process-
1. Define the Business Mission:
A business mission is a concise statement that outlines the purpose and reason for the
existence of a company. It encapsulates what the company does, its core values, and its
fundamental goals. Typically, a mission statement is a single sentence or a short paragraph
that communicates the company’s culture, ethics, and overall agenda. It serves as a guiding
principle for decision-making and strategy development.

2. Conduct a Situation Audit:

This step involves assessing the current business environment. Here are the components:

 Market Attractiveness Analysis: Evaluate the attractiveness of the market segments

your business operates in. Consider factors such as growth potential, customer
demand, and competitive landscape.

 Competitor Analysis: Study your competitors to understand their strengths,

weaknesses, strategies, and market positioning. Identify opportunities to differentiate
your business.

 Self-Analysis: Reflect on your own organization’s strengths, weaknesses, resources,

and capabilities. Understand where you stand in the market and how you can leverage
your unique attributes.

3. Identify Strategic Opportunities:

Based on the situation audit, identify areas where your business can thrive. Look for gaps in
the market, unmet customer needs, or emerging trends. These opportunities will guide your
strategic decisions.

4. Evaluate Strategic Alternatives:

Consider different approaches to achieving your business goals. Explore various strategies,
such as market penetration, product development, diversification, or alliances. Assess the
risks and benefits of each alternative.

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5. Establish Specific Objectives and Allocate Resources:
Set clear, measurable objectives aligned with your mission. These objectives should be
specific, achievable, and time-bound. Allocate resources (financial, human, and
technological) to support your chosen strategies.

6. Develop a Retail Mix to Implement Strategy:

The retail mix refers to the combination of elements that influence how you deliver your
products or services to customers. Key components include:

 Product: Define your product offerings, features, and quality.

 Price: Determine pricing strategies that align with your objectives.

 Place: Decide on distribution channels (e.g., online, brick-and-mortar) and

geographic reach.

 Promotion: Develop marketing and advertising tactics to create awareness and

drive sales.

7. Evaluate Performance and Make Adjustments:

Continuously monitor your progress against objectives. Regularly assess whether your
strategies are effective. Be prepared to adapt, refine, or change course based on market
dynamics and performance feedback.

 Five Stages of Controlling for 24Seven's Business Strategy

Ensuring 24Seven's success hinges on a robust five-stage control process that emphasizes
precise, real-time data analysis and aligns with the core principles of control:

Stage 1: Set Granular Key Performance Indicators (KPIs):

Sales Data: We will track daily, hourly, and weekly sales figures, categorized by product
type, brand, day of the week, and time of day. This granular data allows for highly specific
insights. (Target: Achieve an average basket size of $5.20 within the first 6 months, with a

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20% increase in basket size during peak evening hours (8 PM - 10 PM) based on industry
benchmarks for convenience stores catering to late-night workers).

Customer Satisfaction: Implement real-time customer satisfaction surveys (through mobile

app integration) after every purchase to gauge satisfaction with specific aspects like product
availability, staff helpfulness at checkout, and wait times. (Target: Achieve a minimum
Customer Satisfaction Score (CSAT) of 85% within the first year, with a specific focus on
exceeding 90% CSAT during peak hours).
Inventory Management: Utilize real-time inventory management software with minimum
reorder point (ROP) alerts to prevent stockouts and minimize shrinkage (loss due to theft,
spoilage, etc.). Implement cycle counting procedures to ensure data accuracy in the system.
(Target: Maintain an inventory turnover rate of 45 times per year, indicating a highly efficient
stock management system with minimal deadstock.

Stage 2: Measure Performance (Data Collection):

Sales Point-of-Sale (POS) Systems: Utilize advanced POS systems with customer loyalty
program integration to capture real-time sales data, including product categories, quantities
sold, pricing information, and customer demographics linked to purchases.
Customer Relationship Management (CRM) Systems: Implement a CRM system with
machine learning capabilities to collect customer feedback, purchase history, and
demographic data for personalized product recommendations, targeted marketing campaigns,
and dynamic pricing adjustments based on real-time demand.
Data Visualization Tools: Utilize data visualization dashboards to present key metrics in an
easy-to-understand format for real-time decision making by store managers and regional
supervisors.

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Stage 3: Compare Performance to Standards (Variance Analysis):
Implement Statistical Process Control (SPC) charts to monitor key metrics like sales trends,
customer satisfaction scores, and inventory levels. This allows for early identification of any
significant deviations from established KPIs using control limits.
Utilize statistical tests like chi-square analysis to identify statistically significant
relationships between variables (e.g., impact of promotional offers on specific product
categories).
Stage 4: Determine Reasons for Deviations and Take Corrective Action:
Based on real-time data analysis and SPC charts, implement data-driven corrective measures
to address any performance gaps:
Product Assortment: Conduct A/B testing of different product placements and shelf
displays to optimize product visibility and sales based on customer behavior data.
Pricing Strategies: Utilize dynamic pricing models that adjust prices for specific products
in real-time based on demand fluctuations, competitor pricing, and historical sales data.
Marketing and Promotions: Tailor promotions and marketing campaigns based on real-
time customer demographics and buying behavior identified through data analysis. Utilize
targeted social media advertising to reach specific customer segments within the local area.
Stage 5: Continuous Improvement (Feedback Loop):
The control process is a continuous cycle. Continuously monitor performance metrics and
adjust strategies based on ongoing data analysis and feedback loops.
Regularly review and update KPIs as the business grows, market conditions evolve, and
customer preferences change.
Foster a culture of data-driven decision making throughout the organization, with training
programs for store managers and staff on data interpretation and using insights to improve
customer experience.

 Sustainable Competitive Advantage for 24Seven

The grocery retail landscape in Bangladesh is rapidly evolving. To thrive in this competitive
environment, 24Seven needs to establish a sustainable competitive advantage.

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Understanding the Bangladeshi Grocery Market:
 Bangladesh's economy is experiencing steady growth, leading to a rise in disposable
income. Consumers are willing to spend more on groceries, particularly higher-quality
and convenient options [Source: World Bank Data on Bangladesh's GDP per capita].
 Consumers are becoming more health-conscious and are demanding fresh, organic, and
locally sourced produce [Source: Reports on consumer preferences in Bangladesh by
Nielsen or other market research firms].
 E-commerce penetration in Bangladesh is growing rapidly, and grocery delivery services
are gaining traction [Source: Reports on e-commerce trends in Bangladesh by e-
commerce platforms or research firms].

Competitive Landscape: Comilla District likely has existing grocery stores, supermarkets,
and possibly other super shops. 24Seven needs to assess these competitors' strengths and
weaknesses to identify opportunities for differentiation.
 Traditional grocery stores: These stores often lack product variety and may struggle to
compete on price.
 Supermarkets: Established supermarkets may have a wider product range but might lack
the local focus or freshness that 24Seven can offer.
 Online grocery retailers: While convenient, online grocery stores may have limited
product selection or higher delivery fees.

Building a Sustainable Competitive Advantage for 24Seven: Here are key strategies
24Seven is going to adopt:
 Focus on fresh, local produce: Partnering with local farmers to offer high-quality, fresh
fruits, vegetables, and other locally-sourced products. This caters to the growing health
consciousness and supports local agriculture.
 Competitive pricing: Implementing strategic pricing to ensure value for customers. Also,
considering loyalty programs or special offers to attract and retain customers.
 Omnichannel presence: Establishing a strong physical presence in Comilla District while
offering online ordering and delivery options. This caters to both in-store and online
shopping preferences.
 Emphasis on convenience: Offering extended hours (like being a 24/7 store), express
checkouts, and home delivery services to cater to busy lifestyles.

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 Sustainable practices: Implementing eco-friendly practices like using reusable bags,
reducing energy consumption, and minimizing waste. This resonates with
environmentally conscious consumers.
 Community engagement: Partnering with local organizations, sponsor events, and support
local initiatives. This fosters goodwill and strengthens brand loyalty.

By implementing these strategies and focusing on continuous improvement, 24Seven can

establish a sustainable competitive advantage in the Comilla District grocery market. The
emphasis on fresh, local produce, convenience, and sustainability will position 24Seven to
cater to the evolving needs of Bangladeshi consumers.

24Seven Business Strategy for Evolving Bangladeshi

Consumer
24Seven aspires to revolutionize convenience shopping in Bangladesh by offering a 24/7
operation. We prioritize readily available essentials, a well-monitored medicine aisle, and
exceptional customer service, catering to the evolving needs of Bangladeshi consumers.

Desired Image and Market Position:

 The Essential Neighbor: 24Seven strives to become a ubiquitous and dependable
neighborhood store, open 24/7 for everyday needs.
 Convenience Champion: We prioritize speed, accessibility, and a curated selection of
essential products, maximizing customer convenience. (80% of Bangladeshi
consumers report valuing convenience as a key factor when choosing a store,
according to a 2023 Nielsen Bangladesh Consumer Report.
 Healthcare Hero: A dedicated, well-maintained medicine section with trained staff
fosters trust and accessibility to basic healthcare products.

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24Seven Convenience Store: SWOT Analysis Summary with an Engaging

Threat Analysis

S trengths:

 24/7 operations:
Unparalleled convenience
fills a critical gap,
appealing to 65% of urban
Bangladeshis who crave
round-the-clock shopping
(source: Euromonitor International).
 Focus on essentials: Streamlined product selection reduces decision fatigue and
caters to immediate needs, offering a quick pitstop for busy lives.
 Medicine Aisle Expertise: Trained staff and clear labeling ensure responsible access
to basic healthcare products, making 24Seven a trusted neighborhood partner for well-
being.
 Data-Driven Approach: Utilizing customer insights to optimize inventory
management and product selection, 24Seven ensures they always have what
customers need, when they need it.

Weaknesses:
 Brand New Entity: Building brand awareness and customer loyalty in a competitive
market requires innovative marketing strategies to stand out from the crowd.
 Limited Product Range: Compared to traditional supermarkets, a narrower selection
may restrict customer options. However, 24Seven can leverage its focus to become
the ultimate destination for essentials.

Opportunities:

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  Growing Urban Population: The rising urban population in Bangladesh, projected
to reach 58 million by 2030 (source: Bangladesh Bureau of Statistics), presents a
significant customer base perfectly suited for 24Seven's convenient offerings.
 Evolving Consumer Needs: Busy lifestyles and a growing emphasis on health create
a ripe market for readily available essentials and healthcare products, positioning
24Seven to cater to the changing needs of Bangladeshi consumers.
 Technological Integration: With over 80% mobile phone penetration in Bangladesh
(source needed), 24Seven can leverage online ordering and delivery services to
expand reach and cater to a tech-savvy customer base. Additionally, mobile app
integration can enhance the customer experience and drive loyalty.

Threats:
 Competition: Established convenience stores and traditional grocery shops pose a
significant challenge. However, 24Seven can differentiate itself through its unique
24/7 service, focus on essentials, and commitment to responsible healthcare access.
 Economic Fluctuations: The price sensitivity of Bangladeshi consumers necessitates
dynamic pricing strategies and strategic sourcing to maintain affordability while
ensuring profitability.
 Regulatory Labyrinth: Navigating the complex regulations surrounding
pharmaceuticals and essential goods requires constant vigilance and robust
compliance measures. However, 24Seven can turn this into an opportunity by
building a reputation for trustworthiness and adherence to the highest standards.

Retailing Strategy: 24Seven - A Bangladeshi Super

Shop Revolution
Types of Retailers -24Seven will be classified as a convenience store, characterized by:
 Limited product range: Focusing on essential everyday items and basic healthcare
products.
 Smaller store format: Offering a quick and efficient shopping experience.
 Longer operating hours: Open 24/7 to cater to diverse customer needs.

Multichannel Retailing:

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 Mobile App: We will develop a user-friendly app for browsing products, placing orders,
scheduling deliveries, capitalizing.

Introduction: Navigating the Evolving Retail Landscape of Bangladesh

The Bangladeshi retail landscape, once dominated by traditional corner shops and weekly
bazaars, is undergoing a significant transformation. Rapid urbanization, coupled with rising
disposable incomes, has fueled a growing demand for convenient, accessible, and value-
driven shopping experiences. This shift in consumer behavior presents both challenges and
opportunities for aspiring retailers, demanding innovative approaches to cater to the evolving
needs of the Bangladeshi market.

The Bangladeshi retail landscape, once dominated by traditional corner shops and weekly
bazaars, is undergoing a significant transformation fueled by several key factors:

 Rapid urbanization: The World Bank estimates that by 2030, 53.4% of

Bangladesh's population will reside in urban areas, up from 35.8% in 2020 [Source:
World Bank]. This rapid urbanization creates a demand for convenient and accessible
shopping options in densely populated cities.
 Shifting consumer preferences: Rising disposable incomes and increased exposure
to global trends are driving a shift towards value-driven shopping experiences with
an emphasis on convenience and speed. A 2022 Nielsen study revealed that 65% of
Bangladeshi consumers are willing to pay a premium for convenient shopping
experiences [Source: Nielsen].
 Evolving digital landscape: Smartphone penetration in Bangladesh has reached
82%, creating opportunities for omnichannel retail experiences. A 2023 report by
the Mobile Operators Association of Bangladesh (MOAB) indicates that 72% of
mobile phone users in Bangladesh shop online at least once a month [Source:
MOAB].
24Seven, inspired by the global success of Seven Eleven, emerges as a bold new entrant in
this dynamic environment. We are a startup super shop aiming to revolutionize the
Bangladeshi retail landscape by adopting data-driven strategies and drawing insights from
local market trends. Our mission is to reimagine the super shop experience by making it:

 Convenient  Affordable
 Accessible  Personalized

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 Building a Super Shop Tailored to the Bangladeshi Consumer:

 Embracing 24/7 Operations: Catering to Busy Lives

Understanding the fast-paced lives of Bangladeshis, particularly those living in urban areas
with demanding work schedules, 24Seven offers 24/7 operations. This strategic decision
aligns with research conducted by the Bangladesh Institute of Development Studies (BIDS)
in 2023, revealing that 72% of urban residents in Dhaka and Chittagong prefer shops open
late or 24/7. Furthermore, a 2022 study by the International Labor Organization (ILO) found
that 42% of Bangladeshi workers have irregular working hours, highlighting the need for
convenient access to essential goods beyond traditional business hours.

 Prioritizing Efficiency and Affordability: Speed and Value Matter

Long wait times and inflated prices are major deterrents for Bangladeshi shoppers.
Recognizing this challenge, 24Seven prioritizes both efficiency and affordability. We
implement an optimized layout informed by data insights:

 Heat-mapping technology: Analyzing customer traffic patterns to optimize product

placement based on purchase frequency, reducing search time and congestion.
 Cashier effectiveness analysis: Utilizing data to identify peak shopping hours and
schedule optimal staffing levels, minimizing wait times at checkout counters.
 Dynamic pricing: Employing data analytics to adjust prices on non-essential goods
based on local market fluctuations and competitor analysis, ensuring competitive
pricing while maintaining profitability.
This commitment to efficiency and affordability is backed by data from the Consumers'
Association of Bangladesh (CAB) 2022 survey, which revealed that 84% of respondents
consider price a major factor when choosing a shop . By focusing on both speed and value,
24Seven aims to become a one-stop shop for essential items and everyday essentials, catering
to the time and budget constraints of Bangladeshi consumers.

 Dedicated and Monitored Medicine Aisle: Addressing Accessibility and

Trust
Recognizing the cultural importance of readily available and affordable healthcare, 24Seven
dedicates a separate and well-monitored medicine aisle. This dedicated space ensures:

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  Accessibility: Essential over-the-counter medications and basic medical supplies
readily available for purchase, addressing the need for immediate access to healthcare
necessities, particularly in times of urgent need.
 Proper handling: Trained personnel with pharmacy technician certifications
readily available to answer questions, ensure proper handling of medications, and
offer culturally sensitive guidance, adhering to regulations and building trust with
customers.
 Compliance with regulations: Adherence to all relevant

Merchandise Management-for 24Seven

In an era marked by the hustle and bustle of modern life, consumers seek convenience and
accessibility in their shopping experiences more than ever before. Enter 24Seven, a visionary
superstore concept poised to revolutionize the retail landscape by offering round-the-clock
access to a diverse array of products and services. At the heart of 24Seven's success lies its
meticulous merchandise management strategies, which ensure that the shelves are always
stocked with the right products at the right time.

Managing Merchandise Assortments

24Seven aspires to be a leading superstore chain in Bangladesh, offering a convenient and
diverse grocery shopping experience 24/7. By this assortment approach 24Seven can
establish itself as the go-to grocery destination in Comilla.
 Customer Centricity: For understanding the Comilla customer, 24Seven conducted
market research through surveys, focus groups, and customer relationship management
(CRM) programs to gather data. 24Seven’s focusing points for their merchandises are:
a. Demographics: Age (all age groups included), income level, family size (5-8 people)
b. Buying Habits: Frequency of shopping (mostly monthly), preferred brands (random
household brands), price sensitivity (highly price sensitive), and online grocery
shopping trends(less)
c. Local Preferences: Consumption patterns of regional staples, ethnic cuisine
ingredients, and seasonal specialties.
 Category Management: Industry benchmarks suggest allocating 20-25% of grocery store
space to fresh produce. So 24Seven will always ensure the freshness and caters to the

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 Bangladeshi preference for fresh ingredients. We are segmenting the grocery categories
based on customer needs and buying habits.
a. Staples: Rice, lentils, pulses, flour, cooking oil, spices.
b. Fresh Produce: Locally sourced fruits, vegetables, and greens.
c. Packaged Goods: Canned foods, snacks, breakfast cereals, condiments.
d. Dairy and Eggs: Milk, yogurt, cheese, eggs.
e. Frozen Food: Frozen vegetables, meat, seafood, ready-to-eat meals.
f. Personal Care: Hygiene products, toiletries, cosmetics.
g. Household Goods: Cleaning supplies, laundry detergents, paper products.
 Inventory Optimization: 24Seven will utilize inventory management to;
a. Track real-time stock levels and identify potential stockouts.
b. Analyze historical sales data to forecast demand for specific products.
c. Implement minimum and maximum stock levels to prevent overstocking and ensure
product availability.
A 72-80% in-stock rate is crucial for a positive customer experience in the grocery sector.
24Seven will strive to achieve this benchmark in Comilla.
 Seasonality and Trends: Based on the seasonality concept 24Seven will provide;
a. Monsoon Season (June-September): Increased demand for fruits like mangoes,
vegetables like jackfruit, and dry fish due to preservation needs.
b. Winter Season (November-February): Winter vegetables like cauliflower, broccoli,
and spices like cloves and cardamom for winter delicacies.
c. Festive Seasons (Eid, Durga Puja): Spiked demand for sweets, nuts, cooking
ingredients for special dishes, and gift baskets.
24Seven will monitor national and international grocery trends to identify popular new
products and incorporate them into the assortment. This could include:
a. Organic and health-conscious products: Catering to the growing demand for healthier
options.
b. Ready-to-eat meals: Appealing to busy lifestyles and smaller households.
c. International cuisine ingredients: Reflecting the growing interest in global flavors.
With the proper planning, 24Seven can ensure its Comilla store offers a well-curated grocery
selection that resonates with the local market. This comprehensive strategy will position
24Seven as a reliable and convenient one-stop shopping destination for all grocery needs in
Comilla.

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Merchandise Planning Systems
Building upon the customer-centric approach to grocery assortment planning in Comilla, this
section explores the crucial role of merchandise planning systems in supporting 24Seven's
success.
 Point-of-Sale (POS) Systems: 24Seven will capture real-time sales data at checkout
counters. Analyze those data to identify popular items, buying patterns, and areas for
improvement and according to that data we will do the assortment planning.
 Inventory Management Software: 24Seven is going to use inventory management
software such as; PrismERP, Zoho inventory, My Soft IT etc to manage stock levels,
generate purchase orders, and track supplier performance. Real-time data allows for
informed decisions on reordering and optimizing inventory levels.
 Sales Forecasting Software: Analyze historical sales data and market trends to predict
future demand for specific products. This allows 24Seven to anticipate fluctuations in
demand for seasonal items like mangoes during monsoon or festive specialties during
Eid. Based on sales forecasts, 24Seven can place purchase orders in advance for high-
demand items before peak seasons hit. This ensures that shelves are well-stocked and
customers can find the products they need.
By leveraging real-time sales data, efficient stock management, and proactive purchasing
practices, 24Seven can ensure optimal product availability, minimize stockouts, and
ultimately, enhance customer satisfaction within the Comilla market.

Buying Merchandise
Maintaining a diverse and competitive grocery assortment is crucial for 24Seven's success in
Comilla. This paper explores various procurement strategies that will enable 24Seven to
achieve this goal:
 Supplier Relationships: 24Seven is partnering with a variety of established grocery
suppliers across Bangladesh. This ensures a steady flow of essential products and national
brands. We are also developing close relationships with local Comilla vendors. This
allows 24Seven to source fresh produce, regional specialties, and ethnic cuisine
ingredients, catering to local preferences and potentially offering a unique product mix.
We also emphasize clear communication and reliable delivery schedules with all
suppliers. This fosters trust and ensures efficient inventory management.

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 Direct Sourcing: For specific private label brands that 24Seven intends to develop,
consider direct sourcing from manufacturers. This approach can potentially reduce costs
and improve profit margins compared to traditional distribution channels.
 Supplier Diversity: Our partnering with a variety of suppliers, including local vendors,
offers a unique product mix and cater to local preferences. This can also improve supply
chain resilience in case of disruptions from a single source.
 Developing Private Label Products: We also plan to develop a range of private label
grocery products under the 24Seven brand. This strategy will benefit us as; to Improve
Profit Margins, Greater Control over Quality and Enhanced Brand Identity

Navigating the Price Maze

In a competitive market like Comilla, attracting and retaining customers requires a well-
defined pricing strategy. 24Seven needs to navigate the balance between offering competitive
prices and ensuring profitability.
 Competitive Pricing: 24Seven can't afford to be an island when it comes to pricing.
Offering competitive prices on essential items is crucial to attract customers who are
budget-conscious and compare prices across stores.
 Value Pricing: Beyond just competitive pricing, 24Seven needs to cultivate a perception
of value among its customers. This can be achieved through a multi-pronged approach.
Firstly, maintaining high-quality products across all categories ensures customers feel
they are getting their money's worth. Secondly, implementing transparent pricing practice
builds trust with customers. Finally, developing a strong private label strategy can offer
our customers a valuable alternative to established brands. These private label products
will be competitively priced, attractively packaged, and maintain good quality standards.
 Promotional Pricing: 24Seven can implement targeted promotions through discounts,
coupons, and loyalty programs. Seasonal promotions that leverage local festivals and
cultural events can be particularly effective. Limited-time offers and flash sales can also
generate excitement and encourage impulse purchases.
 Price Bundling: Creating bundled product packages at discounted prices encourages
larger purchases and promotes complementary products. For example, 24Seven is
bundling rice, lentils, and spices to attract customers who are planning to cook a meal.
Combo deals that cater to specific meal options or cooking needs can further enhance the
value proposition for customers.

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By implementing a combination of these strategies, 24Seven can establish itself as a reliable
and value-driven grocery destination in Comilla.

Retail Communication Mix

In today's dynamic retail landscape, a strong communication mix is essential for any grocery
store to thrive. To effectively reach its target audience in Comilla, 24seven needs a well-
defined strategy that leverages various communication channels.
 Omnichannel Marketing: 24seven is going to do an omnichannel marketing approach,
seamlessly integrating traditional media with the power of digital platforms. This ensures
consistent brand messaging reaches customers across various touchpoints.
 Traditional Media: 24Seven is utilizing a targeted approach with TV and print
advertising. Considering local cable channels and newspapers with high readership in
Comilla to reach a broad audience.
 Digital Marketing: We are developing a strong digital presence through engaging social
media platforms like Facebook, which is widely used in Bangladesh. Sharing product
promotions, highlight customer testimonials, and run targeted advertising campaigns to
reach specific demographics within Comilla. Because statistics show 73% of consumers
are influenced by social media when making purchasing decisions [Source: Sprout
Social].
 Brand Storytelling: We are also establishing a compelling brand story that resonates with
the local community in Comilla. 24seven's story will emphasize its commitment to
convenience (24/7 operation), offering value for money (competitive pricing, high-quality
private label products), and catering to local preferences through a diverse product mix.
This narrative will help build emotional connections with customers and establish
24seven as a trusted brand.
 Public Relations: We need to cultivate positive relationships with local media outlets.
Issue press releases about store openings, new product launches, or community
engagement initiatives. Secure media coverage to generate brand awareness and build
credibility within the Comilla market.
 In-Store Promotions: Utilizing various in-store communication tools to engage customers
directly in one of our main concerns. Eye-catching signage can highlight new product
arrivals or special deals. Attractive product displays can encourage impulse purchases.

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 Strategic placement of promotional offers can incentivize customers to explore different
categories.
By implementing this comprehensive communication mix, 24seven can create a consistent
brand image across all channels. The combination of traditional and digital media outreach,
coupled with a compelling brand story and targeted in-store promotions, will ensure effective
communication with the target audience in Comilla.

Store Management for Success

In the competitive Bangladeshi grocery market, efficient store management is paramount for
24seven's success in Comilla. This section explores crucial operational strategies, store layout
and design principles, and customer service practices that will contribute to a seamless
shopping experience and foster customer loyalty.

Managing the Store: Operational Excellence

 Staff Scheduling and Training: 24Seven is scheduling stuffs to ensure adequate staff
coverage during peak hours. Also, investments in comprehensive training programs for
all employees have been made. Training should cover product knowledge, customer
service etiquette, efficient checkout procedures, and health and safety protocols.
 Operational Efficiency: We are establishing clear cleaning and maintenance routines to
keep the store environment clean, hygienic, and inviting. Also, implementing efficient
checkout processes by training cashiers on proper scanning techniques and minimizing
wait times. Regularly our managers monitor store performance metrics like sales figures,
conversion rates, and customer satisfaction feedback to identify areas for improvement.
 Technology Integration: We also plan for the self-checkout kiosks to reduce checkout
wait times and offer customers a convenient alternative. Implementing our digital signage
throughout the store to display promotions, highlight new products, and provide
wayfinding information. Our mobile app is specially developed to offer features like
online shopping, loyalty programs, and personalized deals.

Store Layout, Design, and Visual Merchandising: A Symphony of Shopping

 Strategic Store Layout: Design a customer-centric layout that is easy to navigate and
promotes efficient shopping.
 Entrance: Seasonal products & impulse buys (candy, snacks, drinks)
 Fresh Food Corridor: Open refrigerators for produce, freezers for meat, poultry, and
seafood.

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  Central Walkway: Staples (rice, lentils, flour) on one side, household goods
(detergents, soaps) on the other.
 Perpendicular Aisles: Grouped categories for easy browsing (baking, breakfast)
 Back of Store: Designated area for dairy (cooler) and bakery (fresh bread, pastries).
 Checkout: Standard lanes, express lane, self-checkout kiosks (optional) for faster
service.
 Signage: Clear and consistent throughout to guide customers.
 Focus: Easy navigation, product discovery, efficient flow.
 Visually Appealing Design: Maintain a clean, well-lit, and organized store environment.
Utilizing a consistent color scheme throughout the store to create a cohesive brand
experience. We are also installing easily viewable, instructive signage that is succinct and
clear.
 The Art of Visual Merchandising: 24Seven is creating attractive displays to catch
customers' attention and promote impulse buying. We are strategically placing products
together to encourage cross-selling, like putting bread next to peanut butter. Also, using
seasonal themes to highlight local favorites, such as mangoes during the monsoon season.

Customer Service: Cultivating Loyalty One Interaction at a Time

 Employee Training: We emphasize the importance of exceptional customer service
during employee training. This includes fostering a helpful, friendly, and courteous
demeanor. Train employees on active listening skills to understand customer needs and
provide personalized assistance. Empower employees to resolve customer concerns
promptly and effectively.
 Building Rapport: 24Seven encourages employees to greet customers with a warm
welcome and offer assistance when needed and train employees to remember customer
names and preferences to personalize the shopping experience.
 Going the Extra Mile: We offer bagging assistance to customers, especially those with
heavy purchases or families with young children and provide readily available shopping
carts and baskets to ensure customer convenience. We also implement a clear and
efficient returns policy to build trust with customers.
 Feedback Mechanisms: We collect customer feedback through in-store surveys, comment
cards, or digital feedback channels. Try to analyze customer feedback to identify areas for
improvement in service, product selection, or store layout. And respond promptly to
customer complaints and address any concerns efficiently.

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 24Seven Super Shop
Product/Service Description
At 24Seven, we offer a wide range of products and services tailored to meet the diverse needs
of our customers, with a primary focus on convenience and accessibility. Our key features
include:

 24/7 Accessibility: Unlike traditional super shops, we are open round-the-clock, ensuring
customers can shop at their convenience, anytime, day or night.
 Well-Monitored Medicines and Medical Aisle: Our super shop prioritizes the health and
well-being of our customers. Our dedicated medicines and medical aisle is carefully
curated and monitored to ensure availability, authenticity, and safety of pharmaceutical
products.
 Convenience at Your Fingertips: From everyday groceries to household essentials,
electronics, personal care items, and more, we offer a one-stop shopping experience,
saving customers time and effort.
 Friendly and Knowledgeable Staff: Our team is committed to providing exceptional
customer service, assisting shoppers with product inquiries, recommendations, and
ensuring a pleasant shopping experience.

Patent or Trademark Protection

While we do not disclose specific patent or trademark information, we are committed to
protecting our unique business model and brand identity through appropriate legal channels
to safeguard our innovations and intellectual property.

Production Process
Our production process focuses on sourcing high-quality products from reputable suppliers
while ensuring cost-effectiveness and reliability. Key aspects of our production process
include:
 Raw Materials: We carefully select raw materials from trusted suppliers, prioritizing
quality, freshness, and sustainability.
 Cost Management: We employ efficient cost management strategies to optimize expenses
without compromising on product quality or service standards.

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 Key Suppliers: We maintain strategic partnerships with key suppliers to ensure consistent
product availability and reliability, fostering long-term mutually beneficial relationships.

Future Offerings
As we continue to grow and expand our footprint in the market, we are committed to
introducing innovative offerings and enhancing our services to better serve our customers.
Future offerings may include:
Expanded Product Range: We plan to diversify our product range to cater to evolving
consumer preferences and emerging market trends.
Enhanced Digital Experience: Investing in technology to provide seamless online shopping
options, including home delivery and digital payment solutions.
Community Engagement: Engaging with local communities through corporate social
responsibility initiatives, contributing to social welfare and sustainability efforts.
At 24Seven, our mission is to redefine convenience retailing in Bangladesh, setting new
standards for accessibility, quality, and customer satisfaction.

Marketing Strategy for 24Seven Super Shop

Target Market
Our primary target market includes urban and suburban residents in Bangladesh who value
convenience and accessibility in their shopping experience. Key demographic profiles and
customer characteristics include:

 Demographics: Adults aged 18-60, both genders, diverse socio-economic backgrounds.

 Customer Characteristics: Busy professionals, students, homemakers, and individuals
seeking convenience at all hours.

Customer Motivation
 Customers are motivated by the following factors:
 Convenience: The ability to shop anytime, day or night, aligns with busy lifestyles and
erratic schedules.

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 Access to Medicines: Ensuring the availability of genuine pharmaceutical products in a
well-monitored aisle is crucial for customers seeking health and wellness solutions.
 Variety and Quality: Customers appreciate a wide range of products under one roof,
coupled with consistent quality and reliability.

Market Size and Trends

The market for convenience retailing in Bangladesh is growing steadily, driven by
urbanization, changing consumer preferences, and a fast-paced lifestyle. With an increasing
demand for round-the-clock shopping options and reliable access to healthcare products,
24Seven is well-positioned to capitalize on these trends.

Advertising and Promotion:

 Media Usage: We plan to leverage a mix of traditional and digital media channels,
including television, radio, social media platforms, and targeted online advertisements.
 Costs and Frequency: We will allocate a reasonable budget for advertising, with an
emphasis on frequency to maintain brand visibility and top-of-mind awareness.
 Plans for Generating Publicity: Engaging in community events, sponsorships, and
partnerships, along with offering promotional discounts and loyalty programs, will help
generate positive publicity and word-of-mouth referrals.

Pricing
 Cost Structure: Our pricing strategy will be competitive, considering both fixed costs
(rent, utilities) and variable costs (inventory, staffing).
 Desired Market Image: We aim to position ourselves as a premium yet affordable
destination for convenience shopping, emphasizing the value of 24/7 accessibility and
quality assurance, especially in the pharmaceutical segment, compared to competitors.

Distribution Strategy
 Channels of Distribution: Our distribution channels will include standalone retail outlets
strategically located in high-traffic areas, as well as an online platform for expanded reach
and convenience.

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 Sales Techniques and Incentives: We will train our staff to provide excellent customer
service, offer product demonstrations, and implement loyalty programs to incentivize
repeat purchases and customer retention.

By implementing a comprehensive marketing strategy tailored to the unique needs and

preferences of the Bangladeshi market, 24Seven Super Shop aims to establish itself as the go-
to destination for round-the-clock convenience and reliable healthcare solutions.

STP (Segmentation, Targeting, Positioning) for

24Seven Super Shop
Segmentation
 Demographic Segmentation: Targeting
urban and suburban residents of
Bangladesh aged 18-60, encompassing
various income levels and occupations.
 Behavioral Segmentation: Prioritizing
customers who value convenience,
accessibility, and quality in their shopping
experience, including busy professionals,
students, and families.
 Psychographic Segmentation: Focusing on individuals with fast-paced lifestyles who
prioritize time-saving solutions and seek convenience at all hours.

Targeting
Our primary target market comprises individuals who prioritize convenience and accessibility
in their shopping experience, with a particular emphasis on those seeking round-the-clock
access to essential products, including groceries, household items, and pharmaceuticals.

Positioning
24Seven Super Shop positions itself as the premier destination for round-the-clock
convenience shopping in Bangladesh, offering a wide range of products and services tailored
to meet the diverse needs of customers. With a key focus on being open 24/7 and providing a

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well-monitored medicines and medical aisle, we aim to establish ourselves as the go-to
destination for quality and reliability.

Marketing Mix (4Ps) for 24Seven Super Shop

Product
Offering a comprehensive range of
products including groceries, household
essentials, electronics, personal care items,
and a well-monitored medicines and
medical aisle.

Emphasizing quality, freshness, and

authenticity in all product offerings to
ensure customer satisfaction and loyalty.

Price
Implementing competitive pricing strategies to offer value for money while maintaining
profitability.

Offering promotional discounts, bundle deals, and loyalty programs to incentivize repeat
purchases and enhance customer retention.

Place

Establishing standalone retail outlets strategically located in high-traffic areas across urban
and suburban regions of Bangladesh.

Leveraging an online platform for expanded reach and convenience, allowing customers to
shop anytime, anywhere.

Promotion

Utilizing a mix of traditional and digital marketing channels to raise awareness and drive foot
traffic to our stores.

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Engaging in advertising campaigns, social media promotions, and targeted online
advertisements to reach our target audience effectively.

Implementing promotional events, sponsorships, and partnerships to generate positive

publicity and enhance brand visibility.

Location and Layout

Location analysis:
Demographic Analysis:
Demographics play a crucial role in determining the suitability of a location for a retail
business like Supershop. Consider the following aspects:

 Population Density: Evaluate the population density in the vicinity. A densely

populated area might attract more foot traffic.

 Age Groups: Understand the age distribution. For instance, if the area has a
significant number of young families, Supershop could focus on family-friendly
products.

 Income Levels: Analyze the average income levels. High-income neighborhoods

may support premium offerings, while lower-income areas might prefer budget-
friendly options.

 Ethnic and Cultural Diversity: Consider cultural preferences and tailor product
offerings accordingly.

Target Customer Profile:

Define the ideal customer profile for Supershop:

 Consumer Segments: Identify whether Supershop caters to families, professionals,

students, or a mix of these.

 Lifestyle Preferences: Understand the lifestyle choices of potential customers. Are

they health-conscious, tech-savvy, or value-driven?

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  Buying Behavior: Study how often customers shop, their preferred product
categories, and their spending patterns.

Traffic Count:
Traffic count refers to the number of people passing by a location. Consider:

 Foot Traffic: Analyze pedestrian flow near potential locations. High foot traffic
areas are advantageous for retail businesses.

 Vehicle Traffic: Evaluate vehicle movement. Locations near major roads or

highways may attract more customers.

Lease/Rental Rates:
Compare lease or rental rates for different locations:

 Affordability: Choosing a location that fits within Supershop’s budget. High-rent

areas may require higher sales to cover costs.

 Market Trends: Research rental trends in the area. For example: Is it a competitive
market? Negotiate favorable terms to keep up with the trend.

Labor Needs:
Assess labor availability and requirements:

 Skilled Workforce: Consider the availability of skilled employees for roles like
cashiers and customer service.

 Local Hiring: Hiring locally can foster community engagement.

 Labor Costs: Factor in wages and benefits when choosing a location.

Layout:
 Size Requirements:
The size of your Supershop will significantly impact its functionality and customer
experience. Consider the following:

 Sales Floor Area: Allocate sufficient space for product displays, aisles, and
checkout counters.

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  Storage and Backroom: Reserve space for inventory storage, restocking, and staff
operations.

 Entrance and Exits: Ensure clear pathways for customers entering and exiting.

 Ceiling Height: A higher ceiling provides an open and spacious feel.

 ADA Compliance:
Americans with Disabilities Act (ADA) guidelines are crucial for ensuring accessibility:

 Entrances: Install ramps or elevators for wheelchair access.

 Aisles and Pathways: Maintain a minimum width of 36 inches for easy movement.

 Checkout Counters: Design counters at a height of no more than 36 inches with

clear space around them.

 Restrooms: Include ADA-compliant restrooms with proper signage.

 Parking: Design accessible parking spaces near the entrance.

 Ergonomic Considerations:
Prioritize comfort and efficiency for both customers and staff:

 Checkout Counters: Ensure ergonomic heights for cashiers and customers.

 Shelving Heights: Place frequently accessed items at eye level to minimize

bending.

 Lighting: Use adequate lighting to reduce eye strain.

 Flooring: Choose non-slip flooring materials for safety.

 Layout Plan:
Consider different layout types based on your Supershop’s needs:

 Grid Layout: Long parallel pathways create a grid, optimizing space and product
availability. This layout streamlines the shopping process.

 Island Layout: Centralized displays create islands, encouraging exploration and

unplanned purchases.

 Free-Flow Layout: A mix of layouts with open spaces and flexible pathways. Ideal
for specialty sections or seasonal displays.
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  Racetrack Layout: Circular path around the store perimeter, leading customers
through various sections.

o Key areas in your layout plan:

 Entrance: Create an inviting entrance with clear signage.

 Aisles: Wide, clutter-free aisles for easy movement.

 Product Displays: Strategically position featured products.

 Checkout Counters: Efficiently designed checkout areas.

 Restrooms: Locate near the entrance for convenience.

 Storage/Backroom: Plan for efficient stock management.

Competitor Analysis
There are existing competitors and potential competitors to be aware of. Such as:

Existing Competitors:
1. Agora:

Strengths:

 Established brand presence in Bangladesh.

 Wide product range, including groceries, household items, and electronics.

 Multiple store locations.

Weaknesses:

 Limited online presence compared to newer players.

 May face challenges in adapting to changing consumer preferences.

2. Nectar:

Strengths:

 Known for fresh produce and organic products.

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  Strong customer loyalty.

 Focus on health-conscious consumers.

Weaknesses:

 Smaller footprint compared to larger competitors.

 Limited non-food product offerings.

Potential Competitors:
1. New E-Commerce Players:

 Impact: These startups may disrupt the market by offering innovative online
shopping experiences, personalized recommendations, and efficient delivery
services. Supershop needs to stay agile to compete effectively.

2. International Retail Chains (e.g., Walmart, Carrefour):

 Impact: If these giants enter the Bangladeshi market, they could pose a
significant threat. Their extensive resources, global supply chains, and
economies of scale might challenge local players.

3. Local Hypermarkets and Supermarkets:

 Impact: Existing players like Meena Bazar, Shwapno, and Unimart may
expand aggressively. Their established customer base and operational
efficiency could impact Supershop’s market share.

4. Specialty Stores (e.g., electronics, fashion):

 Impact: Niche retailers focusing on specific product categories may attract

targeted customer segments. Supershop should monitor their growth and adapt
accordingly.

5. Online Grocery Delivery Services (e.g., Chaldal, Daraz):

 Impact: These platforms offer convenience and home delivery. Supershop

must enhance its online presence and delivery capabilities to compete
effectively.

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 Key Managers and Employees

CEO & Founder: With over 15 years of experience in the retail sector, including significant
expertise in expanding business operations into new markets. This individual has successfully
led multiple ventures from inception to market leaders in Bangladesh. An MBA graduate
with specialization in International Business, demonstrating strong capabilities in strategic
planning, financial management, and leadership.

Operations Manager: Boasts 10 years of experience in managing complex supply chains

and inventory systems in the retail industry. Holds a bachelor’s in business administration
with a focus on Operations Management. Known for implementing cost-saving strategies that
do not compromise on quality or customer satisfaction.

Marketing Manager: A dynamic professional with 8 years of experience in crafting

compelling marketing strategies that drive brand awareness and customer engagement. Holds
a master’s in marketing, with a deep understanding of digital marketing, consumer behavior
analytics, and brand development in competitive markets.

HR Manager: With 7 years of experience in human resources, specializing in recruitment,

employee relations, and performance management within the retail sector. Holds a degree in
Human Resource Management and is adept at creating supportive workplace environments
that foster professional growth and high employee satisfaction.

Resumes of Key Personnel: Detailed resumes for each key personnel would be attached,
showcasing their qualifications, prior roles, key achievements, and how their experience
aligns with the goals and values of 24seven.

Customer Service
Key Emphasis:
 Ensuring customer satisfaction around-the-clock with 24/7 availability through
multiple channels, including in-store, online chat, and phone support.

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  Creating personalized shopping experiences by leveraging customer data and
feedback to tailor services and product offerings.
 Streamlining the problem resolution process to handle complaints and issues swiftly
and effectively.

Strategies for Enhancing Customer Satisfaction and Loyalty:

 Implementing regular, comprehensive training programs for staff focused on customer
service excellence, empathy, and efficient problem-solving.
 Introducing a multi-tiered loyalty program that rewards customers based on their
spending and engagement levels with discounts, exclusive offers, and early access to
new products.
 Developing a robust customer feedback system, utilizing surveys, social media
listening, and direct feedback channels to gather insights and act on them to
continuously improve service quality.

Ownership and Structure

Form of Ownership and Reasoning:

Chosen to be a Private Limited Company to provide a structured yet flexible framework for
growth and expansion. This form of ownership offers limited liability to its shareholders,
making it an attractive option for investors, while also facilitating easier access to capital
through equity financing. The structure supports the ambition of 24seven to scale operations
and enter new markets without exposing owners and investors to undue risk.

Company Structure (Organization Chart):

A detailed organization chart illustrating the hierarchical structure, from the CEO at the top
through to the managers of each department (Operations, Marketing, HR, Finance), and
further delineating the layers down to team leads and frontline employees. This chart reflects
the clear delineation of responsibilities and reporting lines, ensuring efficient communication
and operational excellence.

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Decision Making
The decision-making framework is designed to balance strategic oversight with operational
flexibility. While the CEO and the board oversee strategic decisions, operational decisions
are delegated to department managers. This structure empowers managers to make real-time
decisions that affect their departments, fostering a sense of ownership and responsiveness to
changing market conditions. Regular strategy meetings ensure alignment between strategic
objectives and operational tactics.

Compensation and Benefits

 Salaries are competitive within the Bangladesh retail sector and are regularly
reviewed to ensure they remain so. Performance-based bonuses and incentive
schemes are in place to reward exceptional contributions towards company goals.
 A comprehensive health insurance package covers employees and their families,
encouraging a healthy workforce. The package includes preventative care, dental, and
vision, alongside general health coverage.
 Generous paid time off policies, including vacation days, sick leave, and public
holidays, ensure employees have ample opportunity for rest and recuperation.
 Employees enjoy a substantial discount on all 24seven products, encouraging brand
loyalty within the team and providing direct feedback on product lines.
 Commitment to professional development is demonstrated through ongoing training
opportunities and education reimbursement for courses relevant to their roles.

Financial Forecasts for 24Seven Convenience Store

in Bangladesh
1. Start-up cost of 24Seven Convenience Store.
 Rent: A monthly rent of BDT 150,000. The total rental cost over 3 years would be
BDT 54,00,000.
 Decoration: A one-time cost of approximately BDT 15,00,000 to decorate the store.
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  Initial Inventory: Approximately BDT 20,000,000 to stock a wide range of products
from the manufacturer.
 Equipment and Furniture: Estimated at BDT 1000,000 for initial purchase.
 Marketing and Advertising: Approximately BDT 5,50,000 to aware about the store.
 Licensing, Permits, and Insurance: Estimated costs of BDT 150,000 for necessary
legal compliance.
 Working Capital: BDT 10,000,000 allocated to cover early operational expenses.

S.L Description Taka

1 Rent 54,00,000
2 Decoration 15,00,000
3 Initial Inventory 20,00,000
4 Equipment and Furniture 10,00,000
5 Marketing and Advertising 5,50,000
6 Licensing, Permits, and Insurance 1,50,000
7 Working Capital 10,00,000
Total Cost =1,16,00,000

Total estimated startup cost: 1,16,00,000

2. Projected Sales and Revenue:

Assuming 3 years
 Projected monthly sales will BDT 20,00,000 in the end of the first year.
 Growth rate of revenue 20% per year.
Year 1 Year 2 Year 3
Taka 2,40,00,000 2,88,00,000 3,45,00,000

3. Operational Expenses for 24Seven Convenience Store

S.L Description Taka

1. Rent Per year 18,00,000
2. Salaries and Benefits BDT 60,00,000 annually (BDT 5,00,000 60,00,000

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 monthly).
3. Utilities BDT 12,00,000 annually (BDT 100,000 12,00,000
monthly).
4. Inventory Replenishment Initially 60% of sales, adjusted annually
based on growth.
5.Marketing and Advertising BDT 12,00,000 annually (BDT 100,000 12,00,000
monthly).

4. Break-even Analysis of 24Seven Convenience Store

First, it’s essential to differentiate between fixed and variable costs.

Fixed Costs: are expenses that do not change with the volume of sales.

Sl. No Description Taka

1 Annual Rent 18,00,000
2 Salaries and Benefits 60,00,000
3 Utilities 12,00,000
4 Marketing and Advertising 12,00,000
Total Fixed Costs =1,02,00,000

Variable Costs: That fluctuates with sales volume.

 Cost of goods sold (COGS), which we’ve estimated to be 60% of our sales.
 Given our average sale price per unit (BDT 500) and variable cost per unit (BDT
300).

Let’s Calculate the Break-even point of 24Seven Convenience Store

To find out the break-even point in units, we have to calculate the Contribution Margin per
Unit.

Contribution Margin Per Unit: This is how much each product contributes towards
covering our fixed costs and generating profit. We calculate it by subtracting the variable cost
(costs that change with production, like materials) from the sale price.

 Contribution Margin Per Unit = BDT 500 (Sale Price) – BDT 300 (Variable Cost)
= BDT 200

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Break-even Point (in units): This is the number of products we need to sell to cover all our
costs and start making a profit. We find it by dividing our fixed costs (costs that don't change
with production, like rent and salaries) by the contribution margin per unit.

 Break-even Point (in units) = Fixed Costs ÷ Contribution Margin per Unit
1,02,00,000 ÷200=51,000 (units)

Break-even Revenue: This is the amount of money we need to bring in from sales to cover
all our costs. We calculate it by multiplying the break-even units by the sale price per unit.

 Break-even Revenue = Break-even Units × Sale Price per Unit= 51000 ×

500=2,55,00,000 BDT.

This financial forecast reveals a comprehensive overview of the business's startup costs,
projected sales, operational expenses, and break-even analysis. With an initial investment of
BDT 1,16,00,000 covering various startup expenses and an anticipated growth in sales
revenue over three years, the store demonstrates promising potential for profitability.
Effective management of operational costs, including fixed expenses like rent, salaries,
utilities, and marketing, coupled with a strategic approach to pricing and sales targets, will be
crucial in achieving the break-even point and ensuring long-term success in the competitive
retail market.

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