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Strategies for

Building Business
Success
(6BE002)

Student No 1429379
BABM 04

Strategies for building business success

Acknowledgment
A report is not only the work of the student who made the report. I would like to appreciate
the priceless contribution of several people who helped me to make this report a success. I
give my special thanks to Mr. Jiffry Haniffa, the lecturer of Strategies for building business
success at BCAS for giving me guidance to understand and clarify the facts, which are
necessary to make the report. Thanks also go to my colleagues at BCAS who shared their
knowledge with me where I could complete my report without any problems or difficulties.
There are many without whose support my report would have been finished. I would like to
acknowledge the generous contribution of Mr. S.H. Ameer and Mohamed Shafraz founders
of Best Food Marketing (Pvt) Ltd Who gave his valuable time in my research. I am indebted
to the following people for their numerous commitments to this project.

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Table of contents
Acknowledgment.................................................................................................................... 2
1. Organization strategic position...........................................................................................4
2. Strategic industry/ Market analysis &competitor analysis...................................................8
3. Recommended growth strategy........................................................................................13
Managing the growth............................................................................................................ 18
Reference List...................................................................................................................... 20
Appendices.......................................................................................................................... 22

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1. Organization strategic position.


The purpose of the company
Best food marketing was founded in the year of 2010 by Ameer and Shafraz. It is located at
Old moor street. they saw the potential of high quality dates in SriLanka . before best food
marketing introduce crown dates to the SriLankan market mostly second quality dates were
available. those dates are came with bulk bags (minimum 30 kg) and it is yellow in color and
it is little bit hard to swallow. there are some number one dates also available but on limited
shops and they sold for high prices.

this is the main reason for best food marketing to

import high quality dates to SriLanka. See appendices A for Business registration form
Guiding principle.
1. Integrity.
We get pride in conducting our business with integrity. We compete the competitor heavily,
but fairly and ethically. We do not offer or accept bribes and we comply with the laws and
regulations.
2. We obey the law
Obeying the law is the most fundamental guiding principal of our company.
3. Customer focus.
Understand and develop relationship with customers and satisfy their needs
4. Change.
Adopting to the technologies and situation
Objectives.
Objective of the company is to introduce high quality Dates to existing as well as to the new
market and Adopting market-driven strategies that maximize the value & profitability of sold
dates
Vision and mission,
Objectives of the company is to introduce high quality Dates to existing as well as to the new
market and Adopting market-driven strategies that maximize the value & profitability of sold
dates
Vision :To bring the remarkableness of dates into the daily life of every person around
SriLanka.
Mission : Build a premium quality date brand

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What are the products and whom to selling
Best food marketing introduced the high quality dates to Sri-Lankan market. They are the
Exclusive Distributor of High quality dates from the Middle East from Al Foah. It has been
widely patronized by the quality conscious Consumers all over SriLanka.
The company proudly says that by 2010 they started import Al foah's international brand
crown date which

Made from the finest Emirates dates, Date Crown is Al Foah first

international brand that was launched into the market in 2009. Date Crown is packaged in a
very attractive design that was inspired from the Arabian culture which reflects the
wholesomeness of the date product as a key ingredient in the ancient Arabic life style and
civilization. The brand offers wide range of premium UAE dates variants such as Lulu, Fard,
Dabbas, Khenaizi in addition to the famous international variant, Khalas.
Date crown date brands
The brand offers wide range of premium UAE dates variants such as Lulu, Fard, Dabbas,
Khenaizi in addition to the famous international variant, Khalas. Date Crown comes in
different sizes and formats to cater to the different needs and requirements of consumers.
Also, it comes with a re-sealable pouch to keep product freshness. all these date brands are
available at leading supermarkets pharmacies and groceries.
Al-Saad Date brand,
Al Saad brand is Al Foah's Bulk brand which is used to pack all dates varieties in the 10kg
cartons and above. The brand is exported to many international markets across the region
by Al-Foah. Best food marketing covering the SriLanka's wholesale market by selling alsaad Dates.
Crown dates syrup.
This Healthy syrup which is a natural extract of date. Date syrup is available in 250gm and
500gm.
507 brand raisins
Seedless number one quality raisins from Iran

The challenges of the company facing.


Government policies and regulations.

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the threat of increased costs due to new import tax , constant talk of changes to corporate
tax rates, The problems to be solved are to understand the meaning of regulation and
government policy in your industry, its implications for your business, and to develop the
skills necessary to deal with it. For example during the Muslims festival seasons there is
huge demand to dates sometime government may increase the tax .
Getting Accurate Customs Valuation
The trouble with getting an accurate valuation for Customs is in getting all pertinent
background information for the product. Minor transactions can qualify as assists by
Customs. The term assist describes something of value that a supplier receives from a
customer that aids in the production of goods that are subsequently sold/shipped to that
customer
Rivalry among established companies
Currently there are some companies which import dates from various other middle eastern
region. The pricing is the main problem because the company should maintain competitors
price.
Lack of IT support and literacy
IT personnel are in high demand and are often attracted to bigger companies and MNCs. It
is very difficult for SMEs to attract good IT personnel. It is even more difficult to retain them.
Moreover, good IT personnel are expensive and may not be affordable by most SMEs.
Many of the employees in SMEs started from the ground up after working with the company
for many years. Some of them are often holding supervisory and managerial positions.
These employees may not be IT literate and often have high resistance to the changes in the
working process that they are comfortable with after many years. (Hutex, 2015)
What are the challenges which you foreseen
They only into one product the disadvantage of selling one product
Fewer Return customers : People only need so much of the same thing. Unless you're
constantly innovating and updating your product offering, making it drastically different from
and better than the last, it will be hard to incentivize customers to return. This will limit the
revenue you can make from your customers (Wong, 2011)
Uneven IT awareness, Lack of modern technology and management skills : As company
grows, new managers are often introduced into the company.

There will also be old

managers who are promoted from the rank and file. Some of these managers may not been
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trained in the leadership and management skill. These uneven skill among the managers
often caused conflicts during the implementation. (Hutex, 2015) Companies that use the
newest technology in their business practices, and have adopted their strategies to optimize
its benefits, are those that tend to dominate the landscape. Repeatedly, the most effective
means of beating competitors has been new technology. (casey, 2014)

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2.

Strategic

industry/

Market

analysis

&competitor

analysis.
Overview of the sector
Date palm is one of the oldest fruit crops grown in the dry regions of the Arabian Peninsula,
North Africa, and the Middle East. The most possible area of origin of the date palm was in
or near what is now the country of Iraq, but date cultivation spread to many countries starting
in ancient times. Dates are a major food source and income source for local populations in
the Middle East and North Africa, and play significant roles in the economy, society, and
environment in these areas. In addition to serving directly as a food source, dates are
packed and processed in a number of ways, and other parts of the tree are used for various
purposes.
Trends and future of the sector worldwide
The area of date production in the Arabian Peninsula and the Middle East has increased
dramatically during the past few decades and is expected to continue to increase. The date
palm is among the very few plants that can thrive in dry environments and it can provide
enormous resources for nomadic tribes and local populations. Moreover, the date palm and
date fruit have great cultural and traditional significance in that region and in other Islamic
countries. Populations in many of these countries are increasing, and this will result in a
larger demand for dates. As a result of these factors, cultivation of this ancient crop is
expected to increase in the future. (Hort science, 2007)
Target market
Dates are associated with Ramadan and Muslims around the world and in SriLanka. the
often partake in the tradition of ending their daily fast during this holy month by eating a date.
Best food marketing say that sales of dates jump by as much as 70 to 80 per cent in this
time. There is a good sale During Sinhala and Tamil new year also they said. Now a days
the date cake become more popular in SriLankan's because it gives a taste of wine cake.
Now in weddings they use date cake as a substitute to wine cake.
Innovation
Best food marketing launched a brand Date Crown. It is packaged in a very attractive
design that was inspired from the Arabian culture which reflects the wholesomeness of the
date product as a key ingredient in the ancient Arabic life style and civilization. The brand
offers wide range of premium UAE dates variants such as Lulu, Fard, Dabbas, Khenaizi in
addition to the famous international variant, Khalas.
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Date Crown comes in different sizes and formats to cater to the different needs and
requirements of consumers. Also, it comes with a re-sealable pouch to keep product
freshness (Alfoah, 2015)They supply this brand to modern trades, due to its packaging it has
a good demand on market.
PEST analysis.
there are macro-economic factors that can have a impact on the performance of a company.
This analysis is used to assess these four external factors in relation to your business
Situations. such as new ventures or product launch ideas, these factors need to be carefully
analyzed in order to succeed.
Political Government regulations and legal factors are assessed in terms of their ability to
affect the business environment and trade markets. The main issues addressed in this
section include political stability, tax guidelines, trade regulations, safety regulations, and
employment laws.
Economic Through this factor, businesses examine the economic issues that are bound to
have an impact on the company. This would include factors like inflation, interest rates,
economic growth, the unemployment rate and policies, and the business cycle followed in
the country.
Social With the social factor, a business can analyze the socio-economic environment of
its market via elements like customer demographics, cultural limitations, lifestyle attitude,
and education. With these, a business can understand how consumer needs are shaped
and what brings them to the market for a purchase.
Technological How technology can either positively or negatively impact the introduction
of a product or service into a marketplace is assessed here. These factors include
technological advancements, lifecycle of technologies, the role of the Internet, and the
spending on technology research by the government. (Analyst, 2013)
PEST analysis of Best Food Marketing
Political - Political factors greatly influence the performance of Best food marketing as a
importer. These include, tax rates, acts of the stability of the country. Due to ongoing political
changes, new regulations affect the business. Such as new import tax rate. During the
season time government increases its tax rate

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Economic - The changes in policies, such as changes in taxation and other factors which
could affect the accessibility of finance. Foreign exchange rate plays a major role in their
business activity. Inflation in previous government. Inflation is the rate at which prices in the
economy are increasing. Inflation causes increases in business expenses such as rent,
utilities, and cost of materials used in production. Inflation can reduce the purchasing power
of consumers unless employers increase wages based on the level of inflation. (Hammel,
2015) since the new government taken charge the inflation rate is decreasing refer
appendice 5 .
Social -

The cultural implications. The life style of the people affects the dates palm

business in SriLanka. Dates are mostly consuming by the Muslim communities in SriLanka
who are a minority people in SriLanka. According to the best food marketing the season for
them is Ramadan period which every single

Muslims consume dates. Now a days

Customers are becoming more aware of health issues if a single mistake happens the
company need to face lots of trouble.
Technological - According to my research their lack of access to technology. I have found
that Only Recently they have computerized their accounting system. Before that they were
maintaining books for accounting. I found that Since 2015 Best food marketing started to
adopt new technologies.
SWOT analysis
The SWOT analysis is an extremely useful tool for understanding and decision-making for all
sorts of situations in business and organizations. SWOT is an acronym for Strengths,
Weaknesses, Opportunities, Threats. (Chapman, 2015)
SWOT analysis Table refer appendice 6
SWOT analysis Best food marketing
Strengths: 1. Best food marketing is the sole distributor of Al Foah Dates. Al Foah, the
largest producer of palm dates in the United Arab Emirates, is a shining example of Arabian
innovation and the UAEs leadership of the Arabian Renaissance. They are the first in the
world to automate the sorting of dates. (Al Foah, 2014) refer appendice 7.
2. Best food marketing is the only Date palm importers in Sri Lanka who advertising .refer
appendice 8.
3. The packaging of their dates is the best comparing other brands available in SriLanka
Refer appendice 9.
4. Availability in leading super markets and modern trades modern trades. Refer
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appendice 7
5. CSR projects, last year during Ramadan period Best food marketing distributed a
container of free dates (2500 into 10 kg boxes) to mosques in Srilanka.
6. Customer loyality
weakness : 1. Pricing according to the competitors price.
2. selling goods for credit basis.
3.They are only into one product
Opportunity: 1.Market demand for Date crown brand
2. The sole distributor of UAE largest date producer.
3. Import
4. Marketing
Threats: 1. Government policies and regulations during the festival (Ramadan) season there
is a huge demand for Dates. Sometimes government might increase its tax. This year
government increased 65 Lankan rupees per KG (Shafraz/2015.04.29/Best food marketing).
2. getting accurate custom valuation.
3. Rivalry among other established companies.
The main opportunity for Best food marketing is the rising popularity of healthy food seekers
and consumers. Dates have lots of healthy ingredients. People will definitely buy the
standard products. The brand name will make an impact on buying pattern of consumers.

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Competitor analysis Best food marketing
FACTOR

Company

Strengt

Weakne

Competitor

Competito

Competito

Importance

ss

r B

r C

Customer

KTC

FNA

Omega
1

Products

Standard

A & B critical

Price

Reasonable

Quality

High

Not very

Critical

Selection

More than

important
Not very

Expertise

7 varieties
Only Dates

important
Critical

Company

High

Critical

Reputation
Location

Commercial

Critical

Not very

important
Critical

Not very

area
Appearance

Best

Credit

Cash

Policies
Advertising

credit
Only

and

company

important

1. According to the Competitor analysis our product is standard than the other 3 competitors
but Omega and KTC also imports a standard dates from Saudi Arabia.
2. Price is almost reasonable according to the competitors price only the dates are been
selling. Our company need to find an alternative for this pricing problem
3. Quality wise Best food marketing's dates are good.
4. Selection wise best food marketing won the competition, they have more than 7 brands of
dates. Other competitors have only two varieties.
5. Expertise wise we lose the game because we only into Dates but Omega and KTC
imports more products. So making lose in dates is not a problem for them but thats not the
situation for us.
6. Locations and reputation best food marketing is famous for dates and other competitors
are also famous and all companies situated in a commercial area .
7. advertising we are the only company advertising date brand in SriLanka.

3. Recommended growth strategy.


Michael porters generic strategies

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Designed by Michael Porter in 1979, Porters Generic Strategies is a frameworks used to
outline the three major strategic options open to organizations that wish to achieve a
sustainable competitive advantage. (Oxford learning lab, 2012)

Cost leadership strategy.


In cost leadership, a firm sets out to become the low cost producer in its industry. The
sources of cost advantage are varied and depend on the structure of the industry. They may
include the pursuit of economies of scale, proprietary technology, preferential access to raw
materials and other factors. A low cost producer must find and exploit all sources of cost
advantage. if a firm can achieve and sustain overall cost leadership, then it will be an above
average performer in its industry, provided it can command prices at or near the industry
average. (IFM, 2015)
Stage one
This is the first strategy need to be implement
a great example of cost leadership strategy is IKEA. The Swedish furniture retailer Ikea
revolutionized the furniture industry by offering cheap but stylish furniture. Ikea is able to
keep its prices low by sourcing its products in low-wage countries and by offering a very
basic level of service. Ikea does not assemble or deliver furniture; customers must collect
the furniture in the warehouse and assemble at home themselves. While this is less
convenient than traditional retailers, it allows Ikea to offer lower prices that attract customers.
(Scilly, 2014)
Cost leadership strategy for Crown dates.
Cost leadership in dates processing plants is a must and should form the backbone for their
strategy. To attain this goal, the following requirements are needed
Plants should operate at full capacity to minimize overheads costs and optimize production
scheduling that will account for the seasonality of the consumer product mix and continuity
throughout the year. And the waste should be utilized as animal food
Gain substantial market share by overcoming fragmented competition of the cottage industry
through competitive pricing, consistent quality, superior service and good distribution
network.
Segmentation of products to cover a wide range of packaging styles and packaging in order
to address the whole spectrum of consumer needs

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Minimize raw material cost through:

Establishing data information system for potential farms.


Maximizing direct purchase from single farm of high potential.
Promising farms to be visited and start price negotiation before date harvest season

to ensure quality.
Minimize purchase from agents or direct auctions to avoid high price payment. Direct
purchase from the market may result in poor quality purchase due to lack of time for
monitoring quality. (Mikki, 2012)

Differentiation strategy.
In a differentiation strategy a firm seeks to be unique in its industry along some dimensions
that are widely valued by buyers. It selects one or more attributes that many buyers in an
industry perceive as important, and uniquely positions itself to meet those needs. It is
rewarded for its uniqueness with a premium price. (IFM, 2015)
Great example if Differentiation strategy
The vision of Sam Walton was to build a company that offered convenience and low prices.
His original intent has driven the company to huge financial gains, and the company has not
changed their business model. Through the last twenty years, the company has built
massive super stores.
Wal-Mart has a clear differentiation strategy: pricing. Everything that Wal-Mart does is
specifically selected to keep prices low. Their famous roll-back pricing strategy is designed
to constantly monitor competitor pricing and offer a lower price. Through purchasing,
shipping, warehousing and retail marketing, Wal-Mart is standing out by consistently giving
customers exactly what they want or need at a lower cost. (Martin, 2014)
Differentiation strategy in Al- Foah (Date crown)
Al Foah, the largest producer of palm dates in the United Arab Emirates, is a shining
example of Arabian innovation and the UAEs leadership of the Arabian Renaissance. They
are the first in the world to automate the sorting of dates. To develop a sorter for this new
application, they turned to sorting expert, Key Technology. Two years ago, Al Foah installed
their first Optyx sorter to separate various grades according to size and color, and based on
the success of that system, installed four more Optyx sorters since then. (Al Foah, 2014)

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Focus strategy
Under a focus strategy a business focuses its effort on one particular segment of the market
and aims to become well known for providing products/services for that segment. They form
a competitive advantage by catering for the specific needs and wants of their niche market.
Examples include Roll Royce, Bentley and Saga a UK company catering for the needs of
people. Once a firm has decided which market segment they will aim their products at,
Porter said they have the option to pursue a cost leadership strategy or a differentiation
strategy to suit that segment. A focus strategy is known as a narrow scope strategy because
the business is focusing on a narrow (specific) segment of the market. (learn marketing,
2010)
Focus strategy Date crown dates.
1. Prestige gift packs : This high priced segment represents the prestige/gifts of luxurious
packaging with value added products. It constitutes a little share of the market products sell
mainly through specialty outlets supermarkets. Refer appendice 2.
2. Bulk loose boxes: this is for the general trades whole sellers this comes with a 10 kg box
refer appendice 2.
Conclusion.
The Strategic Plan of Date crown accurately observes and discusses generic strategies of
porter. Date crown has developed a focused strategy that segments the Dates into focus
groups. There differentiation strategy is automated sorting technology the generic Focus
Strategy implemented, Date crown can also keep its competitive advantage, through cutting
its cost using cost leadership strategy.
Ansoff matrix
The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing
planning tool which usually aids a business in determining its product and market growth.
(Ansoff matrix, 2013)
Market penetration of Date crown.
With this approach, Date crown trying to sell more of the same things to the same people.
This strategy is important for businesses because retaining existing customers is cheaper
than attracting new ones customers Here they should :

Advertise, to encourage more people within existing market to choose product, or to


use more of it. Best food marketing planning to launch a scheme which they will

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provide 5 Box of date free if they buy 100 boxes. This is only for the bulk pack and
only for the existing old customers.
Introduce a loyalty scheme.
Launch price or other special offer promotions.
Increase your sales force activities.
Buy a competitor company (particularly in mature markets). Recently they purchased
the rights to import 507 Raisins brand from Iran. And definitely they will import more
to Srilankan market See appendice 10
Market development
Here, youre targeting new markets, or new areas of the market. Youre trying to sell more of
the same things to different people. Here you might: (Mind tools, 2014)

Target different geographical markets at home or abroad. Best food marketing


launched the resealable pouch dates in four varieties this is only for the modern

trades and for premium customers


Use different sales channels, such as online or direct sales if you are currently selling
through the trade. Best food marketing started a strategy called free delivery if you

buy more than 100 boxes and this strategy also worked for them
Target different groups of people, perhaps with different age groups, genders or
demographic profiles from your normal customers. Date eating habit is only followed
by muslim people in SriLanka now they started to promote dates for everyone. There
vision also shows " To bring the remarkableness of dates into the daily life of every
person around SriLanka "
Product development
Here you might. Product development occurs when a company develops new products
catering to the same market

Extend your product by producing different variants, or packaging existing products it

in new ways.
Develop related products or services
In a service industry, shorten your time to market, or improve customer service or
quality.
Best food marketing planning to import Sugar an Dhal by a period of time because in
SriLanka there are only two or three players import sugar and dhal and there is a huge
market for sugar and Dhal in SriLanka.

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Diversification
This strategy is risky: Theres often little scope for using existing expertise or for achieving
economies of scale, because you are trying to sell completely different products or services
to different customers (Mind tools, 2014)
There is also the fact that there is a new market being targeted, which will bring the problem
of having unknown characteristics. For a business to take a step into diversification, they
need to have their facts right regarding what it expects to gain from the strategy and have a
clear assessment of the risks involved.
There are two types of diversification. There is related diversification and unrelated
diversification. In related diversification, this means that the business remains in the same
industry in which it is familiar with. For example, a cake manufacturer diversifies into a fresh
juice manufacturer. This diversification is in the same industry which is the food industry. In
unrelated diversification, there are usually no previous industry relations or market
experiences. One can diversify from a food industry to a mechanical industry for instance.
(Ansoff matrix, 2013)
The main advantage of diversification is that, should one business suffer, the other may not
be affected.
According to my research best food marketing is been run by two partners . and they were
planning to startup a money exchanger with a jewelry. And this business is totally unrelated
to their current business.
Conclusion
Ansoff matrix is one of the most well known frameworks for deciding upon growth strategies
of an organisation. this Strategic options relating to which products or services an
organisation may offer in which markets are critical to the success of companies. according
to my research this matrix helps a lot find their future growth.
Some schools of thought believe that the use of strategic management tools such as the
Ansoff Matrix can result in an overuse of analysis. In fact, Ansoff himself thought about this
and it was he who first mentioned the now famous phrase "paralysis by analysis". Make sure
that you do not fall victim to procrastination caused by excessive planning. (Ansoff matrix,
2013)

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Managing the growth.


Ist year Market penetration of Date crown.
Advertise, to encourage more people within existing market to choose product, or to use
more of it. Best food marketing planning to launch a scheme which they will provide 5 Box
of date free if they buy 100 boxes. This is only for the bulk pack and only for the existing old
customers.
Timing schedule for Growth Plan
Projected Sources of

Getting 5 million from the mother company for advertising

Finance
Leadership/

campaign
The founders are the key decision makers now

Structure
Support/ Networks

For this particular plan no need support networks

Premises

No need to expand the premise for this particular year

Technology

Using

social

media

for

advertising,

sponsoring

little

schoolevents.
2nd year Market development of Date crown
Recently they purchased the rights to import 507 Raisins brand from Iran. And definitely they
will import more to Srilankan market
Timing schedule for Growth Plan
Projected Sources of

They need to invest 12 million in order to import two

Finance
Leadership/

containers of Raisins
The founders are the key decision makers now

Structure
Support/ Networks

Consulting the previous importers of Raisin (the key


advantage of 507 raisin is

seedless and From Iran) other

Premises

raisins available in SriLanka Is imported through India


In order to store raisins need to find a store

Technology

Activate cctv surveillance in every premises and store rooms


in order to watching

3rd and 4th year Product development Date crown.

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Best food marketing planning to import Sugar an Dhal by a period of time because in
SriLanka there are only two or three players import sugar and dhal and there is a huge
market for sugar and Dhal in SriLanka.
Timing schedule for Growth Plan
Projected Sources of

After earning immense amount of money through selling

Finance

Raisins and Dates, investing 40million according to the

Leadership/

calculation of investment needed


After 3 years there is good development in leadership

Structure

structure. Appoint marketing/sales executives in order to

Support/ Networks

handle various products


Getting mentoring and consultancy through expertise

Premises

There need to be an office expansion due to appointing new

Technology

worker, and store expansion in order to store


New machineries for store, provide a cloud storage facility in
office premises in order to store datas

5th Year Diversification


they were planning to startup a money exchanger with a jewelry. And this business is totally
unrelated to their current business.
Timing schedule for Growth Plan
Projected Sources of

After earning all these year in the same industry joining with a

Finance

gold and jewelry expert and invest 150 million

Leadership/

pooling money and getting a loan.


New expertise in this field need to be recruit in order to get the

Structure
Support/ Networks

full benefit of this business


Get touch with business leaders in this particular field in order

Premises

to get benefit
Totally new premises need to be launch in the relevant places

Technology

Need the assistant of security guards, security surveillance


cameras for the protection

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Al Foah (2014) Key Technologys Optyx, [Online], Available:


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Analyst (2013) Understanding PEST analysis, 31 December, [Online], Available:


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[29 April 2015].

casey (2014) Avantages and diadvantages of business techn, [Online], Available:


http://www.ehow.com/info_7746363_advantages-disadvantages-new-technologybusiness.html [3 April 2015].

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http://www.businessballs.com/swotanalysisfreetemplate.htm [20 April 2015].

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2015].

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http://yourbusiness.azcentral.com/economic-factors-affecting-businesses-4557.html
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Hort science (2007) The Date Palm, August, [Online], Available:


http://hortsci.ashspublications.org/content/42/5/1077.full [5 April 2015].

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http://www.hutex.com/Problems.htm [2 April 2015].

IFM (2015) Porters generic strategy, [Online], Available:


http://www.ifm.eng.cam.ac.uk/research/dstools/porters-generic-competitivestrategies/ [27 April 2015].

learn marketing (2010) GENERIC (COMPETITIVE) STRATEGIES, [Online],


Available: http://www.learnmarketing.net/generic.htm [29 April 2015].

Martin (2014) Stnd out from crowd, 2 October, [Online], Available:


http://www.entrepreneurial-insights.com/stand-crowd-examples-differentiation/ [27
April 2015].

Mikki, M.S. (2012) Presen status of Dates, [Online], Available:


www.pubhort.org/datepalm/datepalm1/datepalm1_41.pdf [29 April 2015].

20 | P a g e

Strategies for building business success

Mind tools (2014) Ansoff matrix, [Online], Available:


http://www.mindtools.com/pages/article/newTMC_90.htm [29 April 2015].

Odisa, C.S. (2015) SWOT, [Online], Available:


http://conceptdraw.com/samples/marketing-sale-diagrams-matrices [27 April 2015].

Oxford learning lab (2012) Porters generic strategies, [Online], Available:


http://www.oxlearn.com/arg_Marketing-Resources-Porter%27s-GenericStrategies_11_33 [27 April 2015].

Riley, J. (2012) PEST, 23 September, [Online], Available:


http://www.tutor2u.net/business/strategy/PEST_analysis.htm [7 April 2015].

Scilly, M. (2014) Cost leadership strategy, [Online], Available:


http://smallbusiness.chron.com/examples-cost-leadership-strategy-marketing12259.html [27 April 2015].

Wong, a. (2011), 8 April, [Online], Available: http://readwrite.com/2011/04/08/thepros-and-cons-of-selling-one-product [3 April 2015].

21 | P a g e

Strategies for building business success

Appendices
Appendice 1
Business registration form of Best food marketing

22 | P a g e

Strategies for building business success


Appendice 2
Price list of Alfoah Date products
Alfoah product
Date crown kheneizi

Pack size

MRP

1kg 1

575.00

0
Date crown kheneizi

500g

325.00

14
Date crown kheneizi

250g

175.00

20
Date crown Lulu

1kg 1

575.00

0
Date crown Lulu

500g

325.00

14
Date crown Lulu

250g

175.00

20
Date crown Fard

500g

325.00

14
Date crown Fard

250g

175.00

20
Date crown Khalas

1kg 1

500.00

Khalas 10 kg box
Barhi 10 Kg box
507 Raisins 10 Kg

0
10kg
10kg
10kg

2400.00
2200.00
5400.00

23 | P a g e

Strategies for building business success


Appendice 3
Date crown Date brands

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Strategies for building business success

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26 | P a g e

Strategies for building business success


Political / Legal
Environmental
regulation
protection

Economic

Technological

Economic growth (overall; Income


distribution Government spending on
and by industry sector)
(change in distribution of research
disposable income;

Taxation (corporate; Monetary


consumer)
rates)

International
regulation

Social

policy

(interest Demographics
(age Government and industry
structure
of
the focus on technological
population; gender; family effort
size
and
composition;
changing
nature
of
occupations)

trade Government
spending Labour / social mobility
(overall
level;
specific
spending priorities)

New
discoveries
development

Consumer protection

Policy
towards Lifestyle changes (e.g. Speed
unemployment
(minimum Home
working,
single transfer
wage,
unemployment households)
benefits, grants)

Employment law

Taxation
(impact
on Attitudes
consumer
disposable leisure
income, incentives to invest
in
capital
equipment,
corporation tax rates)

Government
organisation
attitude

to

work

technology

and Rates
of
technological
obsolescence

Exchange rates (effects on Education


/ demand
by
overseas
customers; effect on cost of
imported components)

Competition
regulation

of

and

Energy use and costs

Inflation (effect on costs and Fashions and fads


selling prices)

Changes
sciences

Stage of the business cycle Health & welfare


(effect
on
short-term
business performance)

Impact of changes in
Information technology

Economic
"mood"
consumer confidence

- Living
(housing,
pollution)

in

material

conditions Internet!
amenities,

Appendice 4
(Riley, 2012)

Appendice 5
Year

201
5

Jan

Feb

Mar

3.21% 0.62% 0.11%

27 | P a g e

Apr

0.06% -

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Annual
Average
Rate
-

Strategies for building business success

201
4

4.41% 4.16% 4.16% 4.94% 3.22% 2.78% 3.62% 3.46% 3.47% 1.65% 1.53% 2.10% 3.29%

201
3

9.80% 9.80% 7.50% 6.40% 7.28% 6.84% 6.06% 6.34% 6.22% 6.73% 5.62% 4.69% 6.94%

201
2

3.75% 2.71% 5.44% 6.11%

201
1

6.27% 7.23% 7.73% 8.82% 8.14% 7.08% 7.44% 7.00% 6.38% 5.14% 4.74% 4.89% 6.74%

201
0

7.09% 7.55% 7.13% 6.79% 5.66% 5.14% 4.44% 4.97% 5.71% 6.50% 6.90% 6.82% 6.22%

200
9

10.45
%

7.45% 5.24% 2.61% 3.59% 0.75% 1.20% 0.97% 0.97% 1.58% 2.95% 5.03% 3.56%

200
8

20.88
%

21.62
%

23.67
%

24.92
%

25.80
%

28.31
%

26.63
%

24.83
%

23.90
%

19.86
%

16.03
%

13.88
%

22.53%

200
7

13.71
%

15.22
%

15.07
%

14.34
%

13.17
%

15.58
%

15.43
%

16.50
%

16.17
%

18.16
%

19.35
%

18.73
%

15.95%

200
6

7.32% 8.28% 7.85% 8.06% 9.28%

10.56
%

9.96%

10.01
%

11.07
%

11.59
%

12.40
%

13.46
%

9.98%

200
5

12.17
%

12.39
%

11.35
%

10.74
%

9.21% 9.50% 8.23% 7.48% 11.05%

200
4

4.82% 5.51% 5.76% 6.90% 7.02% 7.66% 9.80%

10.96
%

11.50
%

12.05
%

200
3

13.63
%

10.17
%

9.43% 8.66% 7.28% 9.03%

200
2

12.07
%

11.58
%

13.34
%

13.35
%

7.00% 9.26% 9.89% 9.52% 9.10% 8.91% 9.50% 9.20% 7.53%

12.77
%

12.92
%

12.95
%

8.99%

10.02
%

11.52
%

8.90% 8.51%

11.42
%

8.26% 9.99%

10.71
%

10.80
%

10.09
%

7.39% 8.15% 9.05%

11.29
%

9.55%

200
1

16.17
%

13.21
%

13.87
%

14.67
%

13.37
%

11.42
%

14.95
%

10.82
%

14.10%

200
0

0.33% 1.94% 4.47% 3.67% 2.38% 6.80%

10.14
%

9.88% 8.46% 8.87% 7.56%

10.84
%

6.28%

199
9

3.82% 4.99% 5.03% 7.75% 6.59% 3.43% 1.56% 4.72% 5.85% 5.04% 4.20% 3.98% 4.75%

199
8

13.18
%

12.13
%

11.41
%

10.33
%

12.13
%

199
7

16.74
%

15.57
%

14.26
%

11.28
%

7.84% 3.92% 7.25% 7.06% 6.45% 6.55% 8.81%

10.99
%

9.73%

199
6

11.17
%

11.84
%

13.62
%

14.29
%

13.85
%

199
5

16.62
%

7.64% 5.05% 5.31% 8.08%

16.26
%

14.10
%

10.50
%

13.00
%

14.85
%

6.81% 5.80% 7.55% 5.80% 3.49% 9.44%

16.36
%

15.61
%

19.16
%

21.54
%

19.88
%

16.53
%

16.80
%

15.88%

2.42% 1.04%

10.02
0.71% 8.06%
0.89%
%

12.92
%

8.58%

10.70
%

13.55
%

14.53
%

11.51
%

7.76%

199
4

10.24
%

12.11
%

14.53
%

16.98
%

12.09
%

9.80% 5.70% 6.75% 4.19% 3.28% 2.77% 4.21% 8.55%

199
3

14.89
%

15.68
%

12.98
%

9.90%

10.58
%

9.26%

28 | P a g e

12.30
%

13.49
%

10.63
%

10.10
%

11.36
%

10.32
%

11.79%

Strategies for building business success

199
2

12.14
%

10.73
%

9.50% 9.89%

10.24
%

12.48
%

10.79
%

9.75%

12.62
%

12.49
%

11.93
%

199
1

15.39
%

13.70
%

14.32
%

13.97
%

13.56
%

13.68
%

11.70
%

12.04
%

10.11
%

10.63
%

9.14% 9.01% 12.27%

199
0

19.22
%

22.00
%

22.28
%

22.58
%

23.28
%

22.41
%

24.03
%

20.90
%

20.55
%

19.52
%

21.88
%

19.62
%

21.52%

198
9

10.11
%

8.81%

10.33
%

10.41
%

10.17
%

11.07
%

10.57
%

12.59
%

12.62
%

13.31
%

13.08
%

15.10
%

11.51%

198
8

13.13
%

13.53
%

13.00
%

13.11
%

13.24
%

14.06
%

14.14
%

13.95
%

15.33
%

14.16
%

15.02
%

15.03
%

13.97%

(GDP inflation, 2015)

29 | P a g e

13.82
%

11.36%

Strategies for building business success


Appendice 6
SWOT analysis table

(Odisa, 2015)

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Strategies for building business success


Appendice 7
Automating sort date machines

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Strategies for building business success

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Strategies for building business success


Appendice 8
Advertisements of Best food marketing

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Strategies for building business success


This rack is displayed in Unian place Keels outlet. For this rack bestfood marketing spend
thirty thousand SriLankan rupee per month

Radio advertisements

AUD-20150429-WA0003.mp3

35 | P a g e

AUD-20150429-WA0000.mp3

Strategies for building business success


Appendice 9
See the difference of other date brands and Date crown date brand

36 | P a g e

Strategies for building business success

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appendice 10

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