The Demand
There is a demand for the ‘Delicatessen’ as through my research in the ‘Successful’ report I found there was a need for a new, fresh idea to the food market. The graph shows (next page) how I came to this conclusion, but it was not just the graph that made me think that a ‘Delicatessen’ would be a successful business in my town.
Through knowing Brentwood, I know that a ‘Delicatessen’ would go down well because a lot of residents like to splash out on quality food or drink even though the prices are high. As there are also many restaurants around the area, expansion to catering would be a good idea as more custom would be made, especially if more people are tasting quality food on a larger scale.
However, statistics show that although a ‘Delicatessen’ would be greatly desired by Brentwood customers, the ‘type’ graph, also researched in the ‘Successful’ report, shows that many private limited businesses dominate the whole of Brentwood, so competing with brand names for an area to start up in would be very difficult. It would be difficult because ‘brand names’ would not only be wanted by a wider variety, but being a know business with more money, it would be hard to compete with if they can offer lots more than an unknown business. However, that can quite easily be changed with some ‘advertising’. Advertising our business through business cards, leaflets and local newspapers can quite easily change the minds of many local customers and residents. Many may be excited with a change, and others may be interested in jobs that could be created, etc. Also customers and residents may not want another brand name in Brentwood, as there are already enough, and may find the ‘Delicatessen’ more attractive.
Linking in with the ‘demand’ issue also comes the competition we may face. As research has been made, I know that the ‘Delicatessen’ would be the first in Brentwood. Not only that, but it would be completely different to any other food store, as I would be focusing on quality not pricing. This is different to other food stores, who are in huge competition with each other, all concentrating on giving the best quality they can get for the cheapest, knock-down prices. This quality would be no where near the quality that we would provide, but it would also offer a new range that perhaps ‘Sainsbury’s’ or other food stores cannot offer. This means that I would be creating a ‘New Market Niche’.