GrocOnline | Online Grocery Retail Business Based In UAE

Vision

Question:

Discuss about the Electronic commerce logistics in developing country.

GrocOnline is grocery retail business which is based on an online platform. The supermarkets have become a very common business in UAE; however there is an increase in the expat population of UAE which has lead to this idea. These expats do not get any time to visit these supermarkets in order to purchase their daily items. The business plan aims to cater to the needs of this specific group of busy customers by providing them a one stop solution for all the grocery related problems. The idea is an online application which will be available for both Android as well as iOS users who will be able to download the application and avail the benefit (Al-Nawayseh, 2013).  The online application will be open at all hours in a day and through this the customers will be able to shop at the convenience of their homes and at their suitable time. The given application will be available in all the regions of the United Arab Emirates.  The customers will also be given an option of smart buy whereby after they shop for one time they will be given suggestions for their requirement next time. This way the consumers will be saving a lot of time. The business aims to solve the grocery issues of the customer and make them purchase in just a given span of 8 minutes using customer preference and filter options. The business wants to test its operations in UAE and later on expand to other parts of the world. Apart from the application, the GrocOnline will also be available as a website which can be accessed from web browsers. Refer to Appendix 3.

Vision

GrocOnline is a web and mobile based start up with a limited resource requirement and the company is working with the following vision in mind:

• To make the GrocOnline application and website a household name in UAE.
• To become the most used application and website (Anantadjaya, 2013).
• To solve the problems of the consumers who are unable to shop in departmental stores and supermarkets.

Mission

The primary vision of GrocOnline is to provide an application to the users in order to solve their shopping needs and help them to shop for their supplies.  For those who will not be able to access the portal using their applications in the phone, the company aims to reach them through online websites (Arnold, 2013). The customers will be able to avail home delivery through this. Hence, consumer convenience and top quality solutions can be described as the main mission of GrocOnline.

It aims to satisfy those consumers who do not find the traditional method of shopping interesting.

The main objectives of GrocOnline are:

• To serve the consumers at all hours of the day
• To build an empire with stable networks
• To provide the valued products to the consumer for money
• To provide the consumers with all around good experience
• To grow their geographical operations in a span of five years
• To earn relevant amount of revenue.

The grocery market is consumer oriented and highly competitive. The presence of various global brands like Tesco, Wal-Mart, Woolworths and similar businesses have made the .store business extremely conservative and the sales are not increasing at a good rate. However, this is the one side of the story, the other side states that the although there are various businesses present, the consumer is not getting satisfied and the expats specially are facing huge problems with respect to the hours of the store opening and are unable to take out time for their shopping needs (Armstrong et al., 2015). Hence, the GrocOnline has aimed at providing offerings to the consumers in order to delight them. As the consumer life has become faster paced, even the various families are finding it extremely difficult to take out time for shopping. Hence, to solve the given problem, the business has come up with the plan to bring the grocery store at the doorsteps of the consumers. They can easily use the application to fulfill their needs and get free delivery.  Through the business idea the company aims to solve the growing problem of the people and cater to their needs.

Mission

In the past decade, there have been various changes as to how the consumers eat and shop for their supplies in the crowded grocery market. There exist various disruptors in terms of the online competitors. This is because there has been a sufficient rise in the discount givers and changing consumer perceptions.  The cross border forays have now been looking out for new ideas and markets to shale the grocery sectors (Baden-Fuller & Haefliger, 2013). The food sales have increased around $4 trillion annually and are expected to grow at a rate of 6.1 % in 2020 which will be supported by an increase in the population and rising incomes. However, unlike other industries, the major players of the given industries are the local players.

The new trend in the grocery industry is the online market place. With the advent of technology, more businesses have been looking out for online give always in order to ensure that they are able to capture a wider business target. Various grocery and departmental stores like Tesco, Woolworths, and Wal-Mart have also availed to the online platform.  Sensing the growth in the given industry, online players like Amazon and Alibaba have also opted for a grocery platform.

Talking about GrocOnline, the business aims to cater to the needs of the consumers in the region of United Arab Emirate. GrocOnline believes that there exists, a gap in the consumer needs. It wants to identify these needs and see to that the organization is able to fill in their gaps with their services.

To do this, it decided to step into the grocery sector but in a different manner. Instead of opening a proper departmental store like Tesco and Wal-Mart the business has aimed to cater to the needs of the niche market of customers and serve them online.  The customers will be able to access the company`s product via the online application and make payments accordingly by paying cash on delivery or through online wallets or credit cards and debit cards (Beardwell & Thompson, 2014).

Hence, the decision of the company to enter the industry is fairly calculated one and it has aimed to become a part of growing industry.

Strengths and core competencies

The most important company strengths have been given as follows:

• The Range of Products offered- GrocOnline will be offering a wide variety of products to the consumer which will range about to around 18000 products. The online grocer will also be providing the company with an exotic range of vegetables, fruits which will not be available at the local stores. This capability of the business will help the firm in gaining competitive advantage in the given business sector.
• Discounts- As the operational costs of the business are extremely low, the business will be offering huge discounts in order to attract the given consumer base. Only when the firm will be offering the company with a huge amount of discounts, it will be able to attract the consumers (Best, 2013).  When the consumers will witness that the discounts being offered by the company is much more than the discounts being offered by the supermarkets, they will want to buy products from the online store.
• Target market- GrocOnline has made an extremely smart decision and has targeted the working professionals of UAE along with the families who find online shopping convenient due to the available time constraint. The expats and other working professionals want to avail the services of Groc Online because they do not have time to go and visit the various stores to fulfill their requirements. The working professionals have extensive knowledge about the technology and can easily handle the online applications easily.
• Convenience- The convenience that they provide to the different consumers and deliver the products at their doorsteps is hugely preferred by the consumers. They believe that through this they will get the products in a few minutes and will not have to pay for the conveyance to the malls also.
• Quality- Various quality checks take place in the given industry and GrocOnline sees to it that the company does not deliver stale products or even the ones with extremely poor quality.
• Employees- The business aims to employee a group of 20 employees in its operations. This number will be quite beneficial for the firm in delivering the given products and also help them to manage other aspects of the operations.

As the company is locally based, it understands the different components of the UAE Geography better and then it is easy for the firm to understand local needs which the other multinational brands will not be able to cater to (Boons & Lüdeke-Freund, 2013).

The business is the idea of Mr. ABC who aims to run the business on the principles of sole proprietorship. The sole proprietor will be personally responsible for all the business debts. The only disadvantage of the given scenario is that the obligations will be required to be paid by the proprietor who will then go bankrupt if the business idea fails.

The primary reason why the company has adopted this manner of legal structure is because it aims to keep the benefits and profits of the given business idea to itself and use the idea to become extremely successful (Jiang, Yang & Jun, 2013).

Objectives

The business will be registered under the business directories of the UAE legislative requirements. The firm will be headquartering in Abu Dhabi with other business offices in the other regions. Apart from that the company will also own 4 main warehouses from where the given delivery will take place.

Products can be defined as the goods that the company will be offering to the given set of consumers in exchange for a particular price. GrocOnline plans to sell the consumers a wide variety of grocery items which range from fruits and vegetables to other relevant goods like pulses, biscuits, teas, cereals and others. The primary competitive advantage of the firm lies in its ability to bring in the supplies of the business from the local sellers and then store them in their highly digitalized warehouse system. Through this, the company would easily be able to provide the consumers with their needs. They will also be supplying fresh meat to the consumers (Brigham & Houston, 2013).

The pricing of the different products will be very reasonable with the price being charged always lower than the given price at the package. As it has low operational costs, the company aims to give huge discounts to the customers in order to gain the attractive market.

The main aim of GrocOnline is to create a market which links the suppliers as well as the customers in order to provide them with a suitable tangent. The list of products which will be listed on the application and the website are given below:

• Packaged Salads
• Bakery
• Fresh Food
• Frozen Food
• Dairy & Eggs
• Drinks
• Sweeteners
• Biscuits & Confectionery
• Canned Food
• Cereals & Oats
• Cooking Ingredients
• For Baby
• Cleaners & Disposables
• Personal Care
• Batteries
• Mobile credit
• Pet Food

Among these sub heads the company will be offering the customers with a base of 10000 brands. Some of these brands will be imported from India. The locals as well as the expats in the UAE are very fond of the Indian products and hence it is their aim to see to it that the customers get their desired products. In future, the company also aims to sell products of its own brands which will enable the company to become even more popular among the locals (Chan, He & Wang, 2013).

The marketing plan of GrocOnline is as follows:

• To raise brand awareness among the various consumers regarding the fact that the particular online application is available for the convenience of the consumers and that this will lead to an increase in their sales.
• To increase store popularity and raise revenue.

The target market of GrocOnline can be divided into three main segments which are the:

• The working professionals- who do not have time to deal with the online stores.
• The café owners- Who have big restaurants and will prefer ordering online or their supplies (Chwolka &  Raith, 2013)
• The household families- conventional households who like to engage in online shopping

The online store wants to showcase itself as a reasonable store which is existent because it wants to provide good quality food to consumers at a good price. This kind of positioning will be useful to the consumers and help them in gaining the following:

• The system is very fast and it helps the consumers in saving their time. The customers can utilize their time in engaging in better opportunities rather than spending their time in the market.
• The business model of GrocOnline is such that it tends to connect both the perishable as well as the fresh goods.

The main motive of GrocOnline is to establish a business which proves to be a one stop solution for all consumer problems and related supplies.  The company wants to build up the image of the online sore and attract a huge pool of the consumers. The marketing strategy of the firm aims to gain customers who are loyal towards the firm and make repetitive purchases.

The primary message of the company is that it saves energy and time engaged in shopping. As the shopping website will be present on the internet, the company can earn via advertisements displayed on the website and earn money. To make consumers aware of the business, the advertisements will be displayed online on various social media platforms and television advertisements also (Higgins, 2013).

Background

Another method to attract the customers will be that certain coupons will be given out for those consumers who will be using the online website for the first time. This will enable them to buy the goods for free.

The marketing mix of a given company gives details about the 4Ps of marketing namely the products, price, promotion and the place. The marketing mix of GrocOnline is given as follows:

Pricing

The pricing is based on the standard prices. The cost of all the goods goes through a huge discount scheme in order to attract the given consumers.

Distribution

The distribution network of the given firm is very strong and the company has hired many employees in order to see to it that the company is able to deliver the goods on time.

The online store will be using a wide variety of platforms such as social media marketing, television advertisement and campaigning facilities. Flyers will be distributed which will then help the firm to attract the target of the firm.

Customer Service

The customer service of the firm is often considered to be the key to successful operations. The employees of the organization need to be well trained in order to make them capable enough in order to serve the customers.

The marketing research is a prior step before setting out the plan of the firm. The target market of the firm needs to be selected in order to see to it that the company is able to satisfy their needs (Hutt & Speh, 2012). The marketing research conducted involved brain storming which goes a long way in understanding the market concentric. They guide the firm in decision making.

Apart from the market research, a competitor analysis also takes place. This is usually done by visiting the competitors and analyzing their offerings.

The marketing plan of GrocOnline aims at:

• Engaging in a detailed market research which will help and guide the firm in its further operations

The UAE food market is generally dominated by local sellers with certain huge giants. The locals are Lulu fresh market, Fathima Supermarket, Almaya Mart. Tesco is one of the giant supermarkets in UAE (Jiang, Yang, and Z & Jun, 2013). Hence, it can be stated that although there is a presence of the supermarkets, the online grocery store has not yet been tapped and therefore it will be good for the firm to cater to the needs of the techno-savvy consumers.

There is an increasing need of an online application for a grocery store in the market and hence the growth potential is quite high. However, the following can form a barrier in the business.

• Technological Limitations- As the given business idea is based on application business and online websites, there are chances that some errors might occur in the tech aspect which might have an impact on the firm`s operations.
• Brand recognition- As the brand is relatively new; there are chances that certain segment of customers may not be able to recognize the given brand (Kotler, 2013).

The brand can overcome these aspects by hiring an efficient team which will handle the different website and application aspects that will then enable the firm to combat the technological problems.

There are various competitors who are locally based in the given field, however very few of them engage in home delivery for the people which then serves as a disadvantage for GrocOnline. The given table analysis the completion (Laudon & Laudon, 2013).

Table 1: Competitive Analysis

Factor	Me	Strength	Weakness	Lush Supermarket	Tesco	Importance to Customer
Products	Good quality	·		Good Products	Good products	2
Price	Comparatively cheap	·		High	Comparatively cheap	1
Quality	High	·		Good	Good	2
Selection	Average		·	Good selection	Average selection	5
Service	Good	·		Very good	Good	3
Reliability	Good	·		Average	Good	1
Stability	Average		·	Good	Very good	3
Expertise	Low		·	High	Very high global experience	3
Company Reputation	Not adequate		·	Good	Very good	1
Location	Good	·		Inadequate	Inadequate	1
Appearance	Good in appearance	·		Good	Good	4

Factor	Me	Strength	Weakness	Lush	Tesco	Importance to Customer
Sales Method	Online appearance of the application	·		Good appearance	Normal	3
Credit Policies	No credit policy		·	Very weak	Good	5
Advertising	Good	·		Inadequate	Very good	3
Image	New to the market		·	Good	Strong	3

Online Grocery Market

The primary advantage of GrocOnline is the advertising strategy. It has decided to engage in various forms of advertising which may prove to be an advantageous strategy in the long run. Secondly, the company provides extremely good quality product which if witnessed by the customer, will attract them (Mullins, Walker & Boyd Jr, 2013).The main disadvantage is that the company is a startup and is comparatively new. The lack of a physical store can also relate to a trust factor in the minds of the customer.

After the analysis, it can be clearly seen that the company aims to cater to the needs of those customers who do not get time for their grocery needs. Therefore, using the online application and online website they can complete their grocery shopping within a few minutes (Nilsson et al., 2015). The store will then get its shipping done to the given consumer.

The GrocOnline will be a common platform for the suppliers, wholesalers, retailers and customer alike. The business will help the supply side a wider market reaches whereas to the consumers they aim to offer greater convenience.

The business model serves to provide given service:

• Business to Consumers- This refers to those consumers who are the working professionals and other family bases segment (Pozzi, 2012). The aim of the model is to provide the best service to the consumers and provide them convenience. The customers can go through the different catalogs and order. The order will be delivered at their homes. This is the main focus of the model.

The business process is divided into the buying and selling process (Refer to Appendix 1). The buyers follow a simple procedure described below:

• Registration- All the consumers need to register on the website in order to enable them continues selecting the items.
• Browse- They can go through the various products and put them in their cart accordingly.
• Payment- The consumers can make the payment using the online wallet, credit card, debit card or cash on delivery. The business does not have any credit system.

The selling aspect of the business process allows the suppliers to register on the company by paying a fixed rate annually. They can then display their products which will then be bought by the consumers.

GrocOnline follows a simple structure of revenue generation. The customers are charged for the orders whereas the main income comes from the registration fees paid by the manufacturers, the listing fees, service charges which include shipping charges and maintenance, discounts on certain deals and advertisement (Shi & Zhang, 2014). By advertising the product of certain brands, the company earns an annual fee from the product manufacturers.

GrocOnline will be working on two models:

• Stock it yourself- Under this, the company will be keeping an integrated warehouse system, which will manage the various orders for the company. The number of warehouses will be quite limited.
• Outsourcing warehouse model- Under this, the company will be outsourcing the warehousing functions and let professionals handle the orders and stock levels. It can use this during peak seasons.

GrocOnline will be offering various delivery slots to the consumer. It guarantees to deliver the product between 2 hours but a fee is charged. In the second one the delivery is made between

6-7 hours. This is the most common operated model for the company (Warschun et al., 2012). Lastly, it also provides a time slot of one hour, whereby various discounts are offered.

As GrocOnline is relatively a new company, it wants to save its costs and aim to get the right products to the right consumers. The store sees to it that it is purchasing the product in adequate quantity to avoid ay shortage.  As soon as a low level of order is reached the company restocks again.

These are occurred during delivery and moving the goods from the supplier to the warehouse.

Human resource forms an integral aspect of the company. The company will be requiring the following types of employees:

• The manager at the head office
• Supervisors at the warehouse
• Delivery subordinates (Cascio, 2018).
• Office staff
• Grocery Inventory specialist
• Technical staff

The company has hired a placement agency to carry out the various recruitment tasks. The staff will be working in two shifts.

GrocOnline’s Approach to the Grocery Sector

Continuous evaluation of performances will take place in order to motivate the employees. Those who perform the best will be getting rewards and attractive compensation offers.

As the business plans to operate in a sole proprietorship basis, the company will be privately managed and the owner of the business plans to hire a specialist tea that will be assisting the company in managing its operations (Refer to Appendix 2). The company plans to hire 20 employees initially who will work in various warehouses (Bratton & Gold, 2017). As the business plans to expand then it will hire around 10/15 employees for each warehouse. The main CEO of the business will be Mr. XYZ.

The organization will also have:

• Accountant

• Insurance agent

• Banker

• Consultant or consultants

• Mentors and key advisors

The company will be required to opt for various licenses and location permission. The company will register under the commercial law of UAE under the name GrocOnline Limited (Chelladurai & Kerwin, 2017).

For the management of its website and application, the company has aimed to hire a consultancy named hyperlink info system which is a mobile based application developer based in Dubai.

The various Star-up Costs are as follows:

• Warehousing costs
• Rent
• Staff expenses ((Renwick, Redman & Maguire, 2013).
• Legal fees
• Inventory and transportation costs
• Web applications set up costs

The given funding is based on a wide variety of research which was based on the aspects like the industry trends and a similar business named Ration App. The interview of the owner based on the website helped in identification of similar costs (Marchington et al., 2016).

START-UP REQUIREMENTS
Start-up Expenses
Legal	$50,000.00
Stationery etc.	$20,005.00
Brochures	$15,070.00
Consultants	$10,090.00
Insurance
Rent	$600,089.00
Research and Development	$12,008.00
Expensed Equipment	$52,000.00
Other
TOTAL START-UP EXPENSES	$759,262.00
Start-up Assets	$20,000.00
Cash Required	$10,000.00
Other Current Assets
Long-term Assets	$33,215.00
TOTAL ASSETS	$63,215.00
Total Requirements	$822,477.00
Table 2
START-UP FUNDING
Start-up Expenses to Fund	$759,262.00
Start-up Assets to Fund	$63,215.00
TOTAL FUNDING REQUIRED	$822,477.00
Assets
Non-cash Assets from Start-up	$20,000.00
Cash Requirements from Start-up	$10,000.00
Additional Cash Raised	$33,215.00
Cash Balance on Starting Date	$10,000.00
TOTAL ASSETS	$63,215.00
Liabilities and Capital
Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding Bills)
Other Current Liabilities (interest-free)
TOTAL LIABILITIES
Capital
Planned Investment
Investor 1	$822,477.00
Investor 2
Other
Additional Investment Requirement
TOTAL PLANNED INVESTMENT	$822,477.00
Loss at Start-up (Start-up Expenses)	$759,262.00
TOTAL CAPITAL	$63,215.00
TOTAL CAPITAL AND LIABILITIES	$63,215.00
Total Funding	$822,477.00

	Year 1	Year 2	year 3
Units	20506	35000	90000
Unit prices	$               100.00	$               100.00	$               100.00
Sales
B 2 c sales	$     20,50,600.00	$     35,00,000.00	$     90,00,000.00
Direct Units Costs
B to C sales	$                 80.00	$                 80.00	$                 80.00
Direct costs of sales
B to c sales	$       2,56,450.00	$       5,00,000.00	$       6,00,000.00

Performa p and l
	Year  1	Year 2	Year 3
Sales	$  20,50,600.00	$  35,00,000.00	$  90,00,000.00
Direct Costs of sales	$    2,56,450.00	$    5,00,000.00	$    6,00,000.00
Gross Margin	$  17,94,150.00	$  30,00,000.00	$  84,00,000.00
Gross Margin percentage	87.49390422	85.71428571	93.33333333
Expenses
Payroll	$    1,20,000.00	$    1,50,000.00	$    1,60,000.00
Marketing	$        20,000.00	$        15,000.00	$        14,260.00
Rent	$        10,000.00	$        10,000.00	$        10,000.00
Taxes
Depreciation
Others	$        12,534.00	$        16,666.00	$    1,75,280.00
Total	$    1,62,534.00	$    1,91,666.00	$    3,59,540.00
EBIDTA	$  16,31,616.00	$  28,08,334.00	$  80,40,460.00
Net profit	$  16,31,616.00	$  28,08,334.00	$  80,40,460.00
%	79.56773627	80.23811429	89.33844444

Year 1

Contribution Margin= Sales-Variable expenses/ Sales

=2050600-256450= 1794150

Margin = 1794150/2050600

=0.87

Break even = 162534/87%

=$186820 sales

Year 2

Contribution Margin=

3000000

Margin= 3000000/3500000

= 85%

Break even= 191666/85%

= 225489$ sales

Year 3

Contribution Margin =

93%

Break even=359540/93%

=386602$ sales

As per the various financial sheets analysis it can be stated that the most optimum budget and estimates have been taken. If all goes well, the company will be growing at a consistent percentage and will incur huge profit every year (Keller & Kotler, 2016). The total start up fund is $822477 which is a nominal amount considering the fact that it is an online business.

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