Proposal: Target Market and D.a. Garden Supplies
Research Proposal created by
Kamran Sabir for
D.A. Garden Supplies
Management Problem
Problem Statement
Given that D.A. Garden Supplies net profit has dropped steadily over the last 2 years, although gross revenue remains acceptable. D.A. Garden Supplies management must identify possible new sources of revenue, or possible new strategies to increase the revenue coming from current sources. While generating this revenue, costs need to be allocated at an optimal level as well. D.A. Garden Supplies has the potential to differentiate itself in many ways and go in many different directions, so understanding the key target markets will be very important as well as establishing a clear vision as to which direction the business should head to in the future.
Background
David and his wife, Alison, have been in the garden supply and nursery business for the last 13 years. David supervises the nursery and the garden supply part of the business, while Alison does the administration and bookkeeping and oversees the landscaping projects. They have two full time gardeners, a part time landscaping consultant and two part time cashiers.
Trading hours are
Mon-Wed 9am-6pm
Thu-Fri 9am-6pm (summer 9am-9pm)
Sat 8am-6pm
Sun 10am-6pm
The business is located in a main road, opposite a small suburban shopping centre that includes a supermarket, departmental store, cafe and 12 speciality shops. About 2 Km down the road is a large Bunning's store.
Five years ago, David and Alison opened a small cafe inside nursery. They have now an additional part time staff member who works over lunch-time and on weekends.
About three years ago, cafe has been extended with larger menu, more tables and extended trading hours. Cafe offers now takeaway as well as dine in. A new cafe opened 18 months ago around the corner; this new cafe opens Mon-Fri from 7am-3pm, offering breakfast and lunch.
Description of current market efforts
D.A. Garden Supplies
Kamran Sabir for
D.A. Garden Supplies
Management Problem
Problem Statement
Given that D.A. Garden Supplies net profit has dropped steadily over the last 2 years, although gross revenue remains acceptable. D.A. Garden Supplies management must identify possible new sources of revenue, or possible new strategies to increase the revenue coming from current sources. While generating this revenue, costs need to be allocated at an optimal level as well. D.A. Garden Supplies has the potential to differentiate itself in many ways and go in many different directions, so understanding the key target markets will be very important as well as establishing a clear vision as to which direction the business should head to in the future.
Background
David and his wife, Alison, have been in the garden supply and nursery business for the last 13 years. David supervises the nursery and the garden supply part of the business, while Alison does the administration and bookkeeping and oversees the landscaping projects. They have two full time gardeners, a part time landscaping consultant and two part time cashiers.
Trading hours are
Mon-Wed 9am-6pm
Thu-Fri 9am-6pm (summer 9am-9pm)
Sat 8am-6pm
Sun 10am-6pm
The business is located in a main road, opposite a small suburban shopping centre that includes a supermarket, departmental store, cafe and 12 speciality shops. About 2 Km down the road is a large Bunning's store.
Five years ago, David and Alison opened a small cafe inside nursery. They have now an additional part time staff member who works over lunch-time and on weekends.
About three years ago, cafe has been extended with larger menu, more tables and extended trading hours. Cafe offers now takeaway as well as dine in. A new cafe opened 18 months ago around the corner; this new cafe opens Mon-Fri from 7am-3pm, offering breakfast and lunch.
Description of current market efforts
D.A. Garden Supplies