Fresh Foods Division Strategic plan

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FreshFoods Division Strategic plan

TheGreen Shop

FreshFoods Division Strategic plan

Theexecutive summary provides a brief introduction and an overview ofwhat the entire strategic plan is all about. The summary will beexpounded more in the body of the strategic plan report.

Thegreen shop is an enterprise that has been designed and started withthe intention of selling food products to customers. The targetcustomers are the general public. This is because food products areconsumed by every individual of the society (Christoforou,et al. 2015). TheGreen Shop has in the last years been dealing with the sale of dryproducts as the main course of business.

Itis with the intention of the growth of the business that themanagement has decided to add up another division to the existingbusiness. This business, as discussed in the report, is a fresh fooddivision. This division is intended to supply the fresh products suchas fresh meat, fresh dairy milk, and fresh fruits.

Theaims of the new business division are to meet the rising customersdemand for the fresh food items in the most convenient way and at theappropriate time (Thompson,et al. 2013).The end objective of the new division is to attain increasedprofitability by tapping the potential market.

Marketingof the new division, as well as the products it will supply, will bedone mainly over the social media and once in a while through thepublic media platforms (Thompson,et al. 2013).The social media is a suitable means of marketing the products inthat so many people are on the platform and the membership keep onincreasing each day.

Thereare several methods that will be used to monitor and control theimplementation of the devised strategic plan. The monitoring and thecontrol is intended to be continuous so as to minimize theaccumulation of errors and increase the chances of success of the inthe long run (Thompson,et al. 2013).

Anothercontrolling method is the reviewing of the employees’responsibilities. This will be done on a situational method. Thismeans that the requirement of the business will be determined and thework of the employees reviewed accordingly.

Areview of the performance results, as well as the final outcomes,will also be used as a monitoring and control technique. This willenhance the keeping of the set objectives on track. In case of anydiscrepancies, the management will have to review the goals and getthe employees as well as the systems back on track.

Ofthe three controlling methods, continuous communication is taken tobe the best controlling method. This is because it enhancescoordination of the entire team as well as easing the possibility ofpassing on some new changes or corrections.

Themain ethics considerations affecting the new business divisioninclude the pressure on the natural resources as well as the newbiotechnologies of food productions. The legal issues affecting thenew division include the need to adhere to the hygiene policies asneeded by the government as well as paying of the licenses that serveas government income.

Thecorporate social responsibility of the new division, as well as theentire Green Shop, is that of supplying foods that are fit for humanconsumption.

Therecommendation that is applicable in this report is that the newdivision management ought to collect the feedback from the customers(Ghose,&amp Pettygrove, 2014).

Asa conclusion, it is expected that the expansion of the Green Shopwill lead to the achievement of the set objectives of serving therising demands for fresh foods. This will see an increase in theprofitability of the organization and hence the shop growth.

TheActual Report

Forthe sake of this discussion, this part is the body of the strategicplan at hand. It hence tends to expound more on the provisions of theexecutive summary. More details are found in this part to enhancebetter understanding of the new division plan.

Marketingand Information Technology Strategies and Tactics


  • Low pricing: The main marketing strategy will involve the reduction of the prices of the fresh foods. Such reduction will be done in relation to what competitors charge for similar products in similar markets. Low pricing will attract the customers who are especially from the middle class, and hence are sensitive to prices.

  • Product Policy: This policy will be taken into account in relation to the quality of the products. As the fresh products are perishable, the strategy will incorporate the use of just in time method of stocking the stores (Hazell, 2013). This will ensure that the customers buy fresh products that are fit for consumption at all times. The high quality of products will go a long way in attracting more customers to the business.

  • Placing: This strategy will consider making the fresh products available to the customers in as many places as possible. This is intended to ease the distance traveled by the customers in search of such products. As the availability will be made easier and convenient, Green Shop will benefit by covering a large market, and providing products in a better way than the competitors do.

  • Social media uploads: The social media has in the recent past gained a lot of popularity among many people in the world. This has been attributed to its low cost and the convenience of being on the platform. The uploading of the products that are to be distributed by the Green Shop on the social media will be quite effective. So many people of the potential buyers will be able to find the adverts each time they visit the platform. The main advantage of this mode of marketing is that it is cheap and economical compared other mediums.

  • Television adverts: This method will be applied once in a while in conjunction with the social media. This method will be from time to time to reach the target market that is not in the social media. This medium of marketing is appropriate as it reaches a huge area of coverage. The impact of this medium is long-lasting as the pictures used are attractive to the audience. This method of advertising is also appropriate in that it will counter the massive advertisement that may be done by the Green Shop competitors.

  • Promotion: Promotions will also be carried out as a way of enticing the target markets. The activities involved in this will include the giving of gifts as samples to the customers for free to tap their loyalty to the new division business (Lyson, 2012). The promotions will be done both in the field as well as the provision of aftersales services to the customers who buy the fresh products. Such will include the transportation of the products to the destinations that are reasonable and economical.

Monitoringand Controlling methods of the strategic plan


Communicationis fundamental to every activity that happens in the organization.Communication, in this case, considers different aspects. Suchaspects include the giving of instructions, passing of correctivemeasures as well as the receipt of feedback from the variousstakeholders. Continuous communication means that errors will bedetected at an early stage. This will be good enough for thenecessary corrective measures to be taken.

Reviewingof Responsibilities

Thereview of the responsibilities of the employees will enhance betterperformance and delivery of the set stipulations. As the reviewing isdone, it will be possible to determine what each employee is best atwhat particular responsibility. This will enable the management toretain the best-performing employees in the positions that they dobest. Training will also be considered for the employees that seemnot to be so conversant with the requirements of the strategic plan.

Reviewingof the goals

Thestrategic plan being implemented has general and specific objectivesthat ought to be achieved in the short run as well as in the longrun. The main goal of the strategic plan is to increase theprofitability of the shop while adding value to the services offeredto the customers. The analysis of the profitability of the businesswill be carried out to determine the direction that the business istaking after the incorporation of the fresh fruits division. If theprofitability is not satisfactory, additional strategizing will beconsidered to reverse the trend.

Thebest Controlling Option

Ofthe three options, the best controlling method is the continuouscommunication. This is because the success of the shop will depend onthe team work that is enhanced in the implementation of the strategicplan (Thompson,et al. 2013).Nothing will be possible to do if communication is poor. Theimplementers will have to seek for feedback from the customers todetermine the level of customer satisfaction after the introductionof the new division. This will enable the corrective actions as wellas the introduction of better plans depending on the feedbackreceived.

Ethicalissues affecting the new division

Variousethical issues surround the new fresh food division. This revolvesaround various factors, from those affecting the environment to thoseaffecting the health of the consumers. Ethical issues are importantto consider as they may determine the success or failure of the newdivision. This is because the acceptance of the new business divisionwill depend on the perception by the various stakeholders, andespecially the consumers. The ethical issues include the following:

Biotechnologiesof food production

Thebusiness division at hand in food related industry. Food industry hasbeen affected by biotechnology application in the food production.This has been heavily criticized terming the food being produced asunfit for human consumption. The division will hence be affected inthat it has to convince customers that food supply being made byGreen Shop is fit for consumption and doesn’t harm their health.

Pressureon the natural resources

Asthe division extension is of the food industry, land will be ofessence in the growing of the same. Green Shop management will haveto come up with ways of planting the various foods in a way that isnot pollutant to the environment (Westet al. 2015). Thiswould mean that even the sprays made on the plants will not affectnegatively the lives of other organisms on the land and in water.This will be done by enhancing the treatment of any chemicals thatare released into the environment. As much as land will have to beused, utilizing the resource economically will save the Green Shopfrom the limelight of being condemned of exploitation of naturalresources.

LegalIssues Affecting the New division

Oneof the main legal issues that are likely to affect the new businessdivision is the aspect of paying for licenses. The licenses will haveto be paid to the relevant authorities in order to operate the newbusiness.

Thenew business will also have to put in place the necessary safetyfacilities for the employees who will be working in the business(McPhearson, et al.2014).This will have to be done before the commencement of the operations.

Thedivision will also have to prepare and make returns to theauthorities in terms of the profits that it gets from the sale of thefresh foods. This will mean that activities could be stopped in caseof failure to remit the returns in time and to the relevantauthorities.

Corporatesocial responsibility

Greenshop has a huge corporate social responsibility that is veryessential in terms of the way it wins the hearts of those around thepremises and areas of operations. The corporate social responsibilityincludes the following:

Ethicsand Integrity

Themanagement of the business has the responsibility of exercisingethical practices that will foster honesty in the activities thatare4 being undertaken (Thompson,et al. 2013).Fair dealings will mean that the business will win favor in the handsof the customers. Legal procedures that are known to consume muchtime and resources will be avoided by acting with integrity.


Thebusiness also has the responsibility of conserving the environmentaround its operating areas. This requires the business to avoidpractices that will not deplete the environment. This will promisethe business of a continuous operation in the foreseeable future.


Thebusiness will have the responsibility of creating job opportunitiesfor the people around its operational areas. This will see the peoplearound benefiting as they will be able to raise their standards ofliving. Such opportunities will win the consent of the communitiesaround, and the business will have a higher possibility of survivingin the long run.


Asa recommendation, the management should devise a feedback mechanismthat will enhance receipt of information from customers. The feedbackmechanism should also be improvised on the part of the employees(Rais, et al. 2013). Thiswill enhance the collection of the important information regardingthe progress of the business. Upon acting on the feedback provided,the management will be able to correct the discrepancies that may beidentified in the course.

Theobservation of the ethics in the conduct of business also needs to beobserved to the letter. Ethics determine how fast the communityaround will trust and be loyal to the new division. Supply of thepurported healthy foods ought to be stressed to avoid complaints fromthe customers.

Runningof the new business division would need an expert in the foodindustry. The knowledge that comes with an expert in a special areameans convenience in the approach of technical areas. Errors will beminimized in that the expert will be in place to provide thenecessary guidance.


Asit has been seen in the above discussion, the introduction of the newbusiness division marks the start synchronized activities. Thesuccess of the business division is hence determined by the abilityof the implementers to apply and follow the process carefully in asynchronized procedure. By treating the customer as the king, thefeedback gotten from them will enhance gradual growth in that theidentified challenges are easily solved(Thompson, et al.2013).The new business division is hence likely to bring about more valueto the business as well as the outside world.

Thesuccess of the integration of the new business into the existingbusiness could be challenging. However, by following the stipulatedprocedures, the division extension is most probable to succeed.

Employeesare presented as fundamental assets of the organization. Theirattitude towards the new business needs to be boosted in order to bepositive. Motivated employees will mean faster success. The changebeing brought about in the business might face some objections by theemployees. This will be handled well by preparing the employees inadvance. This can be best done by educating the key staff on theimportance of the expansion. Training the employees will also see thebusiness doing better due to the availability of skilled staff.

Itis possible to have a successful introduction of a new businessdivision. This will be determined by the ability of the management toapproach the project in a professional way.


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