Elim Supermarket - Small Retail Store

ELIM SUPERMARKET MARKETING PROJECT

Marketing Plan

Author: Nkurunziza Richard

Oklahoma Christian University

Abstract

Rwanda is Africa's most attractive market for retailers looking to expand in the fast-growing continent, according to a report by consultancy A.T. Kearney that hails the small east African state's economic reforms and business-friendly agenda.  March 17 (Reuters)

Elim supermarket is fairly new store having opened last year and located on Kigali Gasabo KG176 Street, It is a small retail store with no more than 5 isles and 2 checkout tills/counters.

Elims’ prime location near a business and residential neighborhood provides access to large traffic and would best benefit from a marketing plan as a startup business.

Elim Supermarket Marketing Plan

ELIM supermarket located in Kigali Gasabo KG176 street. It is a self-service shop offering a wide variety of food and household products organized into aisles. It is fairly new store having opened last year and not so big with roughly 5 isles and 2 checkout tills/counters

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Situation Analysis

Elim supermarket is a start-up company.  Marketing is critical to its success and future profitability.  Elim offers a wide range of finished products and groceries.

Political

Rwanda is Africa's most attractive market for retailers looking to expand in the fast-growing continent, according to a report by consultancy A.T. Kearney that hails the small east African state's economic reforms and business-friendly agenda. (Reuters, March 17)

Economical

Rwanda's performance in the Doing Business Rankings in recent years has been exemplary, drawing attention from international observers and investors alike. Improvements have been made across the board. The 2013 World Bank Doing Business Report has ranked Rwanda 52nd out of 185 countries. In the overall performance, Rwanda is still the best performing country in the East African region as well as 3rd easiest place to do business in Sub-Saharan Africa (1st is Mauritius which ranks 19th globally, 2nd is South Africa which ranks 39th globally, 3rd is Rwanda which ranks 52nd globally, 4th is Botswana at 59th globally and 5th is Ghana which ranks 64th globally. A non-Sub-Saharan African country that also performed well was Tunisia at the 50th position globally. (rdb.rw, 2013)