Sandwich Shop Corner: A Comprehensive Business and Marketing Plan

This document presents a business plan for a sandwich shop, addressing key aspects such as market analysis, target market identification, marketing strategies, and financial objectives. It begins with an abstract and executive summary, highlighting the increasing demand for sandwiches due to busy lifestyles and the lucrative opportunity it presents. The plan details the business's objectives, ownership structure (sole proprietorship), mission and vision statements, and core philosophy. It includes a PESTLE analysis to assess the external factors impacting the business, a market analysis focusing on market trends and target market, and a marketing mix strategy outlining product, place, promotion, and price. The plan also touches upon launch event budgeting, business decision-making, supply chain considerations, and provides recommendations for success in the competitive sandwich market. Competitor analysis is also done in the business plan.

SANDWICH SHOP CORNER 1
Business Idea: Sandwich Shop Corner
By Name
1

SANDWICH SHOP CORNER 2
Table of Content
1.0 Abstract
1.2 Executive summary
1.3 Introduction
1.31 4 Objective of new business
1.32 Ownership basis
1.33 Mission statement
1.34 Vision statement
1.35 Philosophy
2.0 Marketing objectives
2.1 Key areas of success
2.2 PESTLE Analysis
3.1 Market Trends
3.0 Market Analysis
3.2 Target market
3.21 Marketing strategies for each target market
3.3 Market mix
3.31 Product
3.32 Place
3.33 Promotion
3.34 Place
2

SANDWICH SHOP CORNER 3
4.0 Launch Event
4.1 Budgeting
5.0 Business Decision Making
6.0 Supply Chain
7.0 Recommendation
8.0 References
3

SANDWICH SHOP CORNER 4
1.0 Abstract
The modern world has become an increasingly busy space with office activities and
more staff preferring to take lunch on their desk as they work. In fact, most
companies expect employees to provide their own food, and most of them lack the
time, or motivation to do so. Notably, the market for sandwich overwhelming
compared to pizza market in the UK. And for this reason, a sandwich business idea
presents a lucrative opportunity which is profitable and a guaranteed market.
4

SANDWICH SHOP CORNER 5
1.2 Executive summary
Most people eat a sandwich than snacks or any other fast foods. As a result of this
increasing demand for sandwich due to busy schedules, this paper explains in detail
how to open a sandwich shop, the costs, competition, the market, target group,
mixed methods of marketing, marketing objectives and strategies, ownership,
business location, pestle analysis, and recommendations. The justification for
choosing this idea is mainly because of the increasing demand for a sandwich. This
demand has been propagated by the increasing demand in the workplace where
people hardly have time to leave the working station for lunch (Datamonitor (Firm).
2008, 15).
5

SANDWICH SHOP CORNER 6
1.3 Introduction
A business idea is a superb idea because of the increasingly busy world and the
need to get fast foods in the workplace, but it’s also a risky affair especially if one
has no experience. In the food industry, restaurant enters and exits the industry with
regularity (DeLuca, F., & Hayes, J. P., 2012, 38). As a result of this fact, we
understand that as entrepreneurs we need to be aware of such pitfalls because we
have no prior experience. Although the industry has evolved since 1762, there are
certain gaps that the firm will capitalize to ensure that it’s successful. One of the
areas of success is investing heavily in the online platform, and the firm has already
established a website where the client can make orders online, request inquiries,
advertise the product, as well social networking. The business will also operate from
the local shop, mobile, and home delivery services. This is bonus opportunity
operating in conjunction with the existing local sandwich business and promoting the
brand. The available facilities and staff will propel the business to its maturity. A van
is also important to deliver the product in offices and homes as well as taking the
sandwich to different sites. Although it may be challenging for a start-up firm to
perform the various functions as we intend to, we are determined to invest
substantial capital to ensure a good start as we observe the required standards. In
approximation, the sandwich industry is worth £3bn, and over 60% of the customers
are likely to consume sandwich at least every year. Therefore, starting a sandwich
business has a more likelihood of thriving due to increasing market demand, but it
should be noted that the industry has fierce competition, and opening one is prone to
stiff competition against cafes, supermarkets, bakers, workplace canteens, and of
course from other sandwich shops (Godsmark, & Carol., 2008, 46). Below are some
of the identified competitors.
Competitor 1 The Dusty Knuckle
Background Founded in 2014 by two childhood friends Rebecca Oliver and
Max Tobias. It’s one of the finest sandwich shops in the UK.
6

SANDWICH SHOP CORNER 7
Aim Aims at baking great bread and high-quality sandwiches, and
whatever they don’t make by themselves source it from the best
producers in the UK.
Marketing
Promotion
Analysis
Advertises its products through the company website. Also
promotes products by publishing in journals and blogs as well as
conducting extensive market research.
Competitor 2 The Milk Shed
Background Initially started as an ice cream venture, and soon offered
breakfast and lunch needs, and later started offering plenty of
delicious sandwiches.
Aim The firm aims at offering superb and delicious sandwiches charred
with pancetta, slow-roasted tomatoes, chicken breast, gruyere
cheese, rocket, and basil mayonnaise.
Marketing
Promotion
Analysis
The company has a website through which the through which the
various products are advertised, marketed, sold, and promoted.
The firm also conducts market research.
Competitor 3 Arch House Deli
7

SANDWICH SHOP CORNER 8
Background The firm has been in operation for over 10 years and has won
several multi awards.
Aim The firm aims at being the best multinational sandwiches
distributor.
Marketing
Promotion
Analysis
The company creates awareness of its products via their website.
It has an online shop where clients can make orders, inquiries or
any other services. It also conducts market research.
8

SANDWICH SHOP CORNER 9
1.31 4 important objectives of the new business
Objectives are important for the long-term profitability and growth of the organisation.
It helps to establish a roadmap which is beneficial for the long term.
a. Keep the costing minimal – The most important objective of the company is to
keep the cost minimal. It is important as the revenue will generate will be less thus
low costing will help in sustaining and grow. The decrease in the cost results in an
increase in the profitability of the company (Kimmons, 2018).
b. Customer service – The customer service is very important as it will help in the
publicity which will result in increased sales and profitability of the company. The
customer service helps in retaining the existing customer and also in maintaining
new customers (Root, 2018).
c. Maintaining finance – It is important to properly allocate the funds as the
resources are scarce in relation to the desired wants. Inefficiency in maintaining
finance can lead to losses and decrease the productivity and efficiency of the
employees (Root, 2018).
d. Competitive analysis – The other objective is to analyse the competition in the
market that is available and also to adapt the procedures in order to effectively
provide the sandwiches but with own essence (Root, 2018).
9

SANDWICH SHOP CORNER 10
1.32 Ownership
There are various forms of ownership but the best form of ownership for the
business is the Sole proprietorship. The Sole proprietorship can be defined as the
organisation where there is the single owner and have full control over the decision
making of the company (Joyner, 2018). It is best suitable because of the start-up
requirements and legalities involved while establishing the business. In case of sole
proprietorship, there is only required to register the name of the company and obtain
the licenses. The startup requirements are also minimised as the expenditure is only
of the assets and machines that will be required for providing of service (Huntington,
2018). The fund managers will be effective as the controlling power will be in one
hand thus providing them to have a full control over the business. The Kurt Geiger
&ndash is also an example of the sole trader which has established in the UK market
(Chesters, 2011). The sole proprietorship has led them to make decisions regarding
the designs and manufacturing of the shoes letting him grow and expand in the UK
Market.
1.33 Mission statement: the firm’s mission is becoming one of the leading
sandwiches bakers in the UK.
1.34 Vision statement: our vision is to establish the best sandwich shop providing a
variety of sandwiches at prices affordable to UK city residents.
1.35 Philosophy: our philosophy is offering our customers a variety great, fresh
tasting sandwiches baked with high-quality ingredients.
2.0 Marketing objectives
 The company aims at becoming the premier sandwich shop in the UK.
10

SANDWICH SHOP CORNER 11
 Create awareness among the students within the campus and off campus,
and the general public to visit the local shop or order online, with the proposal of
discounted rates for loyal customers.
 To break even within two years and become a profitable enterprise.
2.1 Key areas of success
 The firm is seeking to employ and adopt strict methods of financial controls as
this extremely vital for a retail sandwich establishment.
 Offer top-notch services and the highest sandwich quality.
 Develop strong marketing campaigns to ensure sufficient visibility.
2.2 PESTLE Analysis
Political – The Political factors can have an effect on the business. The effect can
be both positive as well as unfavorable for the business point of view. It is important
to track the changes that can occur to either safeguard them or take full utilisation of
the opportunities provided. The Sandwich business can be effected in case of there
is an increase in the taxation policy which further result in an increase in the cost and
decrease in the profitability (Bush, 2016). It is important for the organisation to look
at these changes and work accordingly for better results.
Economic – The economic factors are the market conditions, the economy of the
country, unemployment etc. The economic factors have a direct impact on the
demand for the products and services that are being offered therefore making it
important to analyse it. The food business is also affected by these factors as the
spending capacity of the customers in case of the recession in the economy whereas
if there is a boom in the economy there is also increase in the demand thus
increasing the profitability of the company.
11

SANDWICH SHOP CORNER 12
Social – The Social factors include the taste and trends, change in the fashion. The
food industry is highly affected by these factors. It is important for the organisation to
understand the need of the consumers. The company can try different ways and
types of taste to attract the customers. They can provide a wide variety of future but
it is essential to provide the customers a better taste and quality to increase the
publicity of the organisation. By analysing the social factors regular innovation must
be made in the sandwiches to maintain the demand.
Technological – The technological changes can be defined as the new innovation
and technologies that are being invented during the time and outdated the currently
available technologies for various reasons. The technological changes are important
to analyse as it can result in the outdated of the machines. The new technologies
can lead to better productivity and efficiency along with the decrease in the cost
resulting in an increase in the profitability of the company. The technology update
also provides an edge over the competitor and helps in maintaining the effective
price.
Legal – The legal factors include the changes in the law which can result in a
positive or negative impact on the business. The company is small therefore there
are not many legalities involved and with the ownership structure of sole
proprietorship, it is minimal. It is important that all the required legal liabilities are
fulfilled such as the filling of the shop name and business with the respective
authority. It can lead to various legalities such as the implication of penalty or fine
etc.
Environment – The environment factor can be called as the combination of all the
external factors that affect the business. It also includes the factors such as the
change in climatic condition, weather, pollution etc. The sandwich business is a food
industry which can be affected in case of there are some changes which makes it
difficult to acquire the ingredients that are required to make the sandwich
(Kokemuller, 2018).
12