Strategic Plan Part I – Conceptualizing a Business

Week 2- Strategic Plan Part I – Conceptualizing a Business

BUS/475

All organizations must define themselves; stand out among the masses and competition. The business that is needed to be introduced in my community will be a Deli, not just any Deli but a big city deli located in the heart of the Coachella Valley. I will be the primary owner and operator of the establishment;it will have the décor of a Chicago style deli but with a warm, friendly type of atmosphere and a Spanish color scheme. It will also be a place where friends can gather to watch a ball game on TV and during the week at lunch hour the deli will also cater to the professionals who work in the local downtown city offices. Setting my deli apart from other restaurants will be a challenge; below I have outlined how I will make it happen.

The products that the deli will offer to its patrons would be authentic big city sandwiches like the Rueben, Pastrami on Rye, Chicago style hot dogs, Roast beef sandwiches and much more. The deli will also do all of the baking in house for the sandwiches and other baked goods. Specialty items that are popular in cities like Chicago, Boston and New York will be shipped in to ensure authenticity of the items served. Quality will be the priority, only kosher meats and fish will satisfy the pickiest of deli patrons. By severing higher quality products the values and beliefs of the company will be apparent.

The establishment will offer the customers flat panel HD/TV’s thatwill be on each ofthe four sides of the deli so each television will be catering to specific customers, for example during the week at lunch hour the business channels will be on one side for the business professionals while the other will have sports, cartoons, and reality television. The clientele base will be diverse, just as the menu is, but everyone will feel comfortable coming and enjoying a deli sandwich, salad, or snack. The Coachella valley is made of a very diverse group of people. We have a large population of retirees who have moved here from large East coast and Mid-western cities. Offering them a taste of home is important for repeat business. The local population is heavily Hispanic and the authentic foods they crave would be taken into consideration when formulating the final menu items. The mission statement would be for the customers to come and enjoy big city sandwiches in sunny Southern California, enjoy a fun, family oriented, delicious meal with all the fixings that will make them believethey are2,000 miles away. We take pride in the foods we sell to the customer, the fun we will be giving, and receiving the contagious smiles and laughter the customers will be leaving with you. We will even go so far to have a comment box of suggestions for specialty items that patrons would like have available to them, along with seasonal specials.

A few ways we will separate our deli from those of larger citiesis we are locally ownedand operated, the service and food comes from the heart, because of this we will have a true feel for what our community wants from our establishment. While we fully intend to ship in specialty items, purchasing fresh produce and other local items will not only be cost effective, but once again showing our support for the community we plan to thrive in. Giving the opportunity for our patrons to see just how much we are committed to freshness and quality, there will be a picture window for viewing into the bakery section of the kitchen. This serves another purpose are well, when patrons can see into the kitchens they know just how clean of an establishment we are running, further confirming value and quality.

The vision that I see for the deli is for it to grow into a family run business with maybe two to three locations in total in the valley, keep it home grown and support the valley by staying true to family, friends, and community. While the quality and reputation of the establishment are paramount, so is the success of profit.Once I am able to show continued growth and a solid profit margins the possibilities are limitless for expansions. Are good profit margin will also allow for commitments like sponsoring a little league team, giving us a positive public image.

The guiding principles or values would be to stay true to myself stay grounded if the business does become a success, and keep my promise to the customers by providing them with fresh food and a fun experience at our deli. The culture of the business reflects my culture and that of my family, and when I say culture I mean that of respecting everyone who walks through the doors. We will have a diverse menu because I want a diverse crowd. The social responsibility and ethics would be making sure we only providefresh ingredients, only buy from the best, and never serve anything that is subpar. I will not hesitate to take the opportunity to make things right and apologize on behalf of the business, always treat others the way Iwant to be treated, and with respect.

The business cannot be a success if the mission or vision statement is not only followed but alsoif the staff and owners do not promote what they inspire. The vision is to have the business grow, but itcan do onlythatif the customers are treatedwith respect. We as a business must keep our word or promises on the service and products we say we will deliver on. For the business to be successful every promise made must be followedup by not only the owners, but alsoby staff, and those who we conduct business with at the deli. The only way to maintain a competitive advantage over larger chain restaurants, sandwich shops, and fast food joints, is to keep the promise we made in our mission statement, and continue to stay focused on what is most important, the customer.

References

Pearce, John A., & Robinson, Richard B.. (2009). Strategic Management, Formulation,

Implementation and Control. United States: McGraw-Hill.

Thompson, Arthur A., Gamble, John E., & Strickland, A.J.. (2006). Strategy: Winning In the

Marketplace: Core Concepts, Analytical Tools, Cases. United States: McGraw-Hill.