Assignment 2: strategic positioning and service strategy

                                                                                          -Nisha Thapa,' KUTUMBA: 314'
Company Name: Januka Groceries
Location: Lubhoo, Lalitpur
 Background
The business of food is in a cycle of change from farm to table - whether it’s blowing up the
Memphis barbecue stereotype or how we get our groceries. Grocery shopping is where the
health, value, and pleasure of cooking converge. It's in the store when one can limit the amount
of chemicals or hormones in food. This is also when one shall choose the best ways to add
flavour to what you're about to eat.
The traditional grocery stores in Lubhoo are more likely to be prisoners of the past. They were
charging high in every goods in the name of cost of transportation. As there were limited
numbers of grocery stores they were confined to regressive ways of business. Customers were
craving for a business that values customers’ emotional bond and low price allocation of goods.
So in order to provide goods at effective price and address the emotional bond Januka Groceries
was established in 2060 B.S. it has two branch stores in Sanagaun and Imadol.
Following are the strategic hierarchy highlights of the company

1. Target market: "households earning near the poverty level who shop for the best deals,
buy in small batches and live within a three-mile radius." Most of the people who live
renting rooms are labours in the area. According to The municipal data, there were 15678
renters registered within 3 miles radius at these (Lubhu, Sanagaun, Imadol) areas
altogether.
2. Mission: The mission of Januka Groceries is to provide affordable food so no one suffers
hunger. The mission statement of the Januka Groceries is “affordable food so no one stays
hungry”.
3. Goals: The goal of Januka Groceries is to be leader in the retail sector by offering customers
variety of grocery items at most affordable prices. The store provides super clean area with
grocery retail card to identify and maintain the customer bond.
4. Corporate objectives: the objectives of Januka groceries are:
Long term objectives:

 To always be the first choice of customers

 To make sure that customers stick with Januka Groceries and should not opt any other
store that is competitor of Januka Groceries
 The business within the organization will always be customer centric.
 The remain the leader of the market all the way
 To train the employees for managerial levels.
 Specific objectives:

 To provide cheap products

 Control shrink, expenses, and payroll.
 Ensure sales floor is adequately stocked, signed, and merchandised to brand presentation.
 Analyse and measure business trends; develop and implement plans to maximize sales
and meet or exceed goals and objectives.
 Never ever compromise on rules and regulations.
 provide best possible services
 To keep the environment clean ant tidy so that customers doesn’t get any messy view.
5. Competitive priorities: the priorities Januka groceries provides are:
 Preference to Local Product
 Super service offering carryout and friendly staff
 the full range of dairy products, such as milk, yogurt and cheeses
 super affordable price
6. Service concept: Januka Groceries has changed its working dimensions with the time frame
of increase in competition in the market. It even provides home delivery of goods if
demanded by customers. Some of its key services are :
 Wheelchair accessible shopping area.
 Extra by product in shopping over Rs. 2000.
 Additional discount coupons.
 Exciting gift hampers during festive time.
 Home delivery.
7. Operating system: Its operations activities are carried out whole week except Tuesday.
 Store operations are handled by the owner herself in top level, manager in middle and
store staffs in low level management.
 It has 7 employees and three support staff working to accomplish a shared objective - To
deliver products and services while adding synergy to the growth of overall brand value.
 The company has immense networks throughout Lubhoo area with 2 branch stores within
15 miles radius.
8. Service delivery system: Main store is Located at Bus park, Lubhu. The central area of the
ward so every customer is well known about the Januka store.
 It has a delivery vehicle for home delivery service.
 Every day after 7am the delivery service starts.
 The store opens at 6am sharp.
9. Tactical execution: More than 15 years down the line, Januka Groceries has exceeded NRP
50 lakhs annual revenue and growing rapidly in retail business sector. The tactical execution
of the company are:
 Annual review is done once a year of every store.
  Employees’ attendances are tracked with daily registration book.
 New employees are trained for a week before joining work.
 Annual audit is conducted once a year from certified Chartered Accountant Audit
Firm.
 Inventories holdings are maintained at Imadol branch.
 It maintains its own customer care centre.

In conclusion, Januka Groceries is one of the fastest growing retail companies in Mahalaxmi
municipality and has stood at top 20 highest tax paying companies in the municipality.