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C.B.D., NAVI MUMBAI – 400614










Submitted By


Geeta Choyal 09099

Ketki Shah 09100
Anuja Vaidya 09081
Anuja Hingorani 09118
Neha Kumari 09083
Suruchi Bansal 09112
Chitra Sakharkar 09077
Prachi Desai 09093
Kashmira Mogal 09095
Smruti Patel 09088
Ankit Bhangadiya 09132
Ashwini Jalan 09128
CONTENTS Topic Pg. No.

1. Executive Summary geeta
2. The company
• Genesis
• Vision
• Mission
• Goals and objectives ketki
3 Organizational structure smruti
4. Operational plan kashmira
5. Marketing plan
• Market analysis neha
• Market research
• Target customer chitra
• Competition and strategy
• Marketing strategy anuja
• Promotional strategy
• Distribution channel
6. Strategic plan
• Sales strategy anuja v
• Warehousing and transportation
• Competitive strategy
• Key success factors prachi
• Future products and service
• Risk management
7. Financial plan
• Company incorporation details ashwini
• Sales forecast
• Investment details suruchi
• Utilization of funds
• Financial performance measures
• Break even analysis ankit
• Exit strategy
• Key financial assumptions
• Product costing statement
• Profit and loss statement
• Balance sheet
• Cash flow statement


India is an agricultural country and most of the people live in villages. The
villagers live in the midst of natural surroundings. Some villages are big but others
are comparatively smaller. They are generally cut off from the cities and have
different kinds of life.

But the villager’s life has some serious drawbacks out of which the major one is to
meet their daily basic needs. Taking this into consideration we have come up with
the project in “Takarda” village, which is located in the Outskirts of Thane.

There are more than 35 houses and the population is approx. 100-150. The
villagers are socially knit together. They are mainly involved in cultivation and
during their off season they work at construction sites. There are no suitable
arrangements for their education or for the education of their children. There is a
Marathi medium school at primary level.



After interacting with the villagers the team came up with the various ideas like
pickle making, selling of food grains and vegetables produced by them in their
own farm, and providing daily routine grocery items. The first two ideas were not
possible as pickle making was time consuming for the household wives and the
quantity of food grains and vegetables they were producing is not even self
sufficient to satisfy their own needs for the entire year.

We found out that they were not able to meet their basic needs easily as they have
to travel a long distance of 2 kms by walking even to buy a small item like biscuits,
toothpaste, etc. so the villagers were ready to cooperate with us and they all were
in full support of this idea. One of the villagers ‘Ravi Thapad’ was willingly ready
to start with a grocery shop provided financial support is being given to him.


To become an established community grocery shop which can meet the needs of


The mission of ‘THAPAD KIRANA DUKAN’ is to provide Takarda’s residents

and visitors with an upscale grocery store which is a combination of quality and
affordable price grocery items which are not available in the village till now.

Goals and Objectives:

THAPAD KIRANA DUKAN has the following goals and objectives:

1. Createa grocery that exceeds villager’s expectations and help to fulfill their
basic needs.

2. The grocery shop will provide quality products and services in a cost-
effective manner.
3. Our shop will be providing great and friendly service and will be involved in
helping the community.
4. The shop will be located in safe and clean environment.
5. Achieve cash flow self-sufficiency by the end of the first year.

Being a micro enterprise initially the focus of the operational plan is not to go
for higher priced products and also the income generation of the villagers is
S m r The
very low being agriculture as their main occupation. u tioperation
P atel process is
kept very simple which can be easily managed by the owner ‘Ravi Thapad’.
M arketing D irec tor
Firstly Mr.Thapad and his brother will purchase the items from the
wholesale market on a monthly basis.
Then the items from the wholesale market will be transported to Takarda
village by a tempo.
3. Storage
Then the items will be unloaded from the tempo and will be stored at Ravi
Thapad’s house and as per the requirement the items will be kept in the
shop from the storage.
Finally the products will reach to the ultimate consumer.
Market Analysis: According to our survey we have found that there is no
facility for villagers to purchase the day to day household grocery items. Even to
buy small items like matchbox, soap, biscuits etc. they have to cover a distance of
2 km by walking as the travelling facilities are not available. The demand of the
villagers is to meet their basic needs within the village with convenience. After
analyzing all these aspects we have decided to come up with the Business plan of
setting up a small Grocery Shop in the village which can fulfill the daily routine

Market research:
In order to understand the demand and needs of the villagers mainly primary data
is used for market research.

Primary data was collected by:-

1. Talking to villagers by personally visiting their homes.

2. Talking to Mr. Ravi Mane (School Teacher) and Mr. Ladkya Thakare (Head
of village- Panchyat), we got the information about Takarda Village.

3. Rotary club

Target Customers:
At the initial stage it would be seen that the targeted customer are from the village

1. The target customers are villagers.

2. Other nearby villages.

Competition & strategy:

At the initial stage, there is no competition for ‘THAPAD KIRANA DUKAN’ as
there is no other shop in the village.

But in future there is possibility that other competitors might come up with the
similar idea if our shop is successful in the village.

So our strategy would be to capture major portion of market share before a similar
grocery shop come up in near future.
Marketing Strategy:

1. The products in the shop are kept as per the need of the villagers and the
products which are often required for their daily routine life.

2. All the products are of good quality and are branded products.

Products which will be provided by ‘THAPAD KIRANA DUKAN’ at initial

stages are:

Sr. No. Items

1. Biscuits
2. Kurkure and other wafers
3. Sugar
4. Hair oil
5. Chocolates
6. Toothpaste powder
7. Tooth brush
8. Garam Masala
9. Chilly powder
10. Dhaniya powder
11. Bathing Soap
12. Washing soap
13. Washing powder
14. Shampoo( Re. 1)
15. Candle
16. Matchstick
17. Tea
18. Salt
19. Phenyl
20. Maggie

‘THAPAD KIRANA DUKAN’ is located in Takarda village which is in the
outskirts of Thane.

1. As the main occupation of villagers is agriculture high income generation is
not there, so they prefer to buy mainly small packaged products as their cost
is low.
2. On an average people in the village are willing to pay around Rs. 5- 20 for
buying a particular item.
3. All the items are available at the affordable price.

Promotional Strategy:

1. Mouth Publicity in the village

2. Advertising through Banner ( THAPAD KIRANA DUKAN, TAKARDA)

Distribution channel:

One Level distribution channels would be followed at the initial stage. Firstly
products will be purchased from whole seller and is then brought to the shop
and finally it reaches to the consumers.

The main strategy of ‘THAPAD KIRANA DUKAN’ is to provide the basic needs
of the villagers at affordable price and best quality which will enable us to capture
large market share.

Rotary club of Hiranandani estate (thane) known as “Service above help” will help us
grow and develop our shop.

Sales Strategy:

Our shop will mainly sell the items which are required in day to day life of the
villagers which will be available at the affordable price.

Warehousing and Transportation:

Quality products at the lowest cost can only be achieved through a proficient
distribution system.

Items will be brought from the wholesale market from Thane once in a month by

Keys to success:
The keys to success for ‘THAPAD KIRANA DUKAN’ in village will be:
• Reputation: Every customer visiting our store will want to return and will
recommend us to their friends and family. Word of mouth marketing will be a
powerful key for our business.

• Customer Service: Friendly service will be of the utmost importance.

• Location: Provide an easily accessible location for villagers convenience as

the shop is located in the midst’s of village.

• Product/Environment: Offer a variety of products which will be sold at a

fair price in a clean, authentic, comfortable environment.

• Convenience: Our villagers will know that they can get what they need at
our shop for a fair price and this will reduce their need to travel to thane.

Future products and services:

In future the shop will offer variety of products like oil, dal, ghee, etc.

Later on we have planned to bring REFRIGERATOR so that the shop can

provide cold storage items like cold drinks, perishable items such as fruits.

Risk Management:

1. Technology risk: Initially modern and sophisticated storage system is not used
so there is a possibility of wastage of some products.

2. Market risk: New competetitors might come up in the near future.

3. Supply chain risk: Co-operation from wholesale marketers at the initial stage
is a risk
Incorporation Details:
The villagers of TAKARDA were in need of a shop which could provide them
their daily necessities by which they can purchase items from the village itself.
Therefore we came up with a grocery shop which had occupied one of the house
place (owner- RAVI THAPAR).

Sales Forecast:
Considering the sale forecast the revenues are expected to be increased
from the 1st year to 2nd year (Rs 29614) and from the 2nd year to 3rd Year
(Rs. 49995) of the revenue as seen below-

Revenue Projections
Investment Deal:
Here the investment done is with the help of Rotary club of hiranandani
estate (thane) known as “Service above help”.

Utilization of funds:
Fixed assets: Rack - 1500
Total product cost – 3610
Marketing cost – 250
Distribution cost - 200
Financial Performance Measures:

Profit Projections
Break Even Analysis:
The break even achieved 1st year is Rs 878 which is sufficient to recover
our fixed cost i.e. Rs 150

Key Financial Assumptions:

The above financial projections have considered the following key
financial assumptions:

 100% of the product will be sold considering the demand of the


 Depreciation is calculated on straight line method @ 10% per


 Change in working capital is determined on yearly cycle

 We have assumed a growth rate of 10% in each quarter of 1st and
2nd year and 12% in each quarter of 3rd year.