Running head: Drive-thru convenience store Name: University: Lecturer: Date: Business proposal: Drive through convenience store My drive through convenience store will be a life-long passion finally accomplished. Since I was young, Ive always been interested in marketing and sales. I also realized that there is a niche in the market that is rarely covered by other mainstream shopping malls. This niche is the busy customers who usually dont have time to walk through conventional shopping malls, and who would rather pay a premium to have the goods and services delivered to them. The highways in particular have many such potential customers (Wikipedia, N.D.).
I have decided to custom-design my convenience store to fit this unique clientele.
My drive-thru convenience store would be located just a hundred meters from the main highway. A well-maintained, double-lane road would lead off the main road to it. Colorful posters on the main highway will alert drivers of the presence of the store. This way, the store will have a heavy inflow of customers. 50 employees will be kept forever busy by this inflow. In the long run, this store will be open the whole night, since this particular highway never lacks traffic.
The employees will be working in shifts around the clock. I expect the business to grow progressively as return customers bring in even more potential customers with them. The store will be a huge monolith, designed to accommodate all sorts of cars and trucks. Being a drive-thru, we will services to the customers while they are still inside their respective vehicles. The normal mode of operation will be that a customer drives over, hands over a list of items that he or she wants, and waits in the vehicle while the order is processed. The member of staff then gets the listed items, packages them for transport, and brings them over to the vehicle, with an official receipt from the cashier. The customer then hands over the required amount of money, or gets billed from a credit card.
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The purchased items are then loaded into the vehicle, and the satisfied customer drives off. My most central aim will to provide the customers with as much convenience as possible. I understand that very few people really like shopping. Thus, I will introduce an online ordering system, whereby a customer can order anything through the internet, then just come over to collect. This way, the time spent at the convenience store is greatly reduced. I expect this system to take root rapidly.
Some customers will of course prefer phone calls. These too will be catered to through an elaborate customer care system. This system will give each potential customer a serial identity, to keep my records straight (Japan, N.D.).
Due to its placement on the highway, my convenience store will stock mostly fast foods, groceries, and a few other travel-related items like newspapers and maps. The foods will always be packed and ready for a long journey on the highway. For cars equipped with cold storage facilities, ice will be provided.
I will also stock general car accessories and general maintenance products like lubricants and cleaner fluids. The idea is to stay as much niche-specific products as possible. Observations have convinced me that the needs of most people on the highway are not very diverse. Thus, for any particular product, I will stock only two varieties. This will cut my purchasing costs, making the business ultimately more profitable. As already stated, my prices will be higher than the prices in conventional stores.
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The reason for this higher price is that all the extra conveniences Ill be providing come at a price to me. Being open even at night, I will have to consider security issues. A small office in the store will house some security guards, and these will be full time employees. Thats an extra expense on my tab. The extra employees needed to handle each customer on a personal base also have to be catered for. Public relations are also a primary point of focus, and the staffs put in the reception have to be specially trained for the job. All these costs have to be offset somehow. But I think that most of the customers wont really mind the premium prices, as long as the service remains top-notch. All in all, the outlook for my convenience store is good.
My plans are to expand it to a world-class status. References Japan (N.D.).
Convenience stores Retrieved from http://www.japan-guide.com/e/e2071.html accessed on 6th March, 2009. Wikipedia (N.D.) Convenience store Retrieved from http://en.wikipedia.org/wiki/Convenience_store accessed on 6th March, 2009..
