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To What Extent Would Opening A Retail Store Help Sonjuhi Business Academy Expand Its Market Share?
! Page!!1! ! ! INTERNATIONAL!BACCALAUREATE!! ! BUSINESS!MANAGEMENT!! INTERNAL!ASSESSMENT! (Higher!Level)! ! _______________________________________________________ TO!WHAT!EXTENT!WOULD!OPENING!A!RETAIL!STORE!HELP! SONJUHI!BUSINESS!ACADEMY!EXPAND!ITS!MARKET!SHARE?! _______________________________________________________! ! ! CANDIDATE!NAME:!Ishaan!Ripudaman!Nigam! CANDIDATE!NUMBER:!002332-0070! SCHOOL:!Global!Indian!International!School!Singapore! SCHOOL!CODE:!002332! ! EXECUTIVE!SUMARY:!229!Words! RESEARCH!PROPOSAL:!414!Words! WRITTEN!REPORT:!1,431!Words! ! ! ! Page!!2! ACKNOWLEDGEMENT! I!would!like!to!extend!my!gratitude!to!those!who!have!helped!me!throughout!the! conception,!production!and!revision!of!my!Business!Management!Internal!Assessment.! ! I!would!like!to!thank!Sonjuhis!Baking!Academy!(hereafter!Sonjuhis)!and!their! Management!Team!for!their!continued!and!repeated!guidance!over!the!course!of!this! assessment,!providing!inputs!and!participating!in!discussions!with!regards!to!the!concepts! and!issues!raised.! ! I!would!also!like!to!thank!my!family!for!providing!support!and!regularly!engaging!me!in! thought-provoking!discussions!about!the!issues!raised!in!this!assessment.!! ! I!would!like!to!express!my!deepest!gratitude!to!my!supervisor,!Mr!Vipul!Gupta!for!his! guidance.!His!suggestions!and!timely!feedback!allowed!me!to!develop!this!assessment!to! the!best!of!my!capabilities.! ! ! ! ! ! ! ! ! Page!!3! TABLE!OF!CONTENTS!! Acknowledgements!.......................................................................................!2! Table!of!contents!3! Letter!of!Confirmation!from!Ms.!Sonjuhi!.!4! Executive!Summary!.......................................................................................!5! Research!Proposal!.........................................................................................!6! Company!Profile!..........................................................................................!10! Avenues!For!Growth!....................................................................................!13! Analysis!.......................................................................................................!14! Qualitative!Methods!...................................................................................!14! Ansoff!Matrix!.................................................................................................!14! SWOT!Analysis!...............................................................................................!15! Quantitative!Methods!.................................................................................!18! Payback!Period!Method!.................................................................................!18! Net!Profit!Margin!Calculation!........................................................................!18! Conclusion!!..................................................................................................!20! Recommendation!........................................................................................!21! Appendix!.....................................................................................................!22! ! ! ! Page!!4! !LETTER!OF!CONFIRMATION!FROM!MS.!SONJUHI! ! ! Page!!5! EXECUTIVE!SUMMARY! The!aim!of!the!research!paper!was!to!determine!TO!WHAT!EXTENT!WOULD!OPENING!A! RETAIL!STORE!HELP!SONJUHI!BUSINESS!ACADEMY!EXPAND!ITS!MARKET!SHARE?! ! The!company!on!which!I!conducted!my!research!is!a!bakery!that!is!based!online,!on!a!made- to-order!basis,!and!is!looking!to!expand!its!market!share.!I!began!by!assessing!the!current! business!position!as!well!as!identifying!the!market!gaps,!and!subsequently!employed!the!use! of!the!Ansoff!Matrix!to!determine!possible!future!avenues!for!growth.!!A!Decision!Tree!was! used!to! decide! which!of!the!two!options!! Retail! or!Wholesale!!was!more!feasible.! After! having!come!to!a!decision!to!go!ahead!with!opening!a!retail!outlet,!I!decided!to!analyse!the! option!of!establishing!a!retail!presence.!! ! In!conducting!the!analysis,!qualitative!analysis,!including!the!SWOT!Analysis,!and!quantitative! analysis! techniques,! consisting! of! the! Payback! Period! and! Net! Profitability! Margin! were! employed.! The! Payback! Period! gave! a! much! higher! time! for! wholesale! -! 13! months,! as! compared!to!3!months!for!retail.!Likewise,!the!Net!Profitability!Margin!calculation!was!better! for!retail,!at!27%,!as!against!7%!for!wholesale.!All!of!the!qualitative!and!quantitative!findings! gave! a! clear! combined! indication! that! the! best! option! for! Sonjuhis!is! to! establish! a! retail! presence.!The!conclusion!on!the!analysis!was!that!retail!presence!provided!a!greater!scope! for!expansion,!not!just!in!the!immediate!future,!but!also!in!the!longer-term.!! ! ! Word!Count:!229! ! Page!!6! RESEARCH!PROPOSAL! RESEARCH!QUESTION! To!What!Extent!Would!Opening!a!Retail!Store!Help!Sonjuhi!Business!Academy!To!Expand!Its! Market!Share?! Sonjuhis!Baking!Academy!is!looking!at!increasing!its!market!share,!by!exploring!feasible! distribution!channels.!The!focus!of!this!paper!was!to!evaluate!the!following!two!options!and! make!recommendations!as!appropriate:! - Setting!up!a!retail!unit! - Expanding!into!wholesale!supply! Key!areas!of!Syllabus! Unit!1!!!Business!Organization!and!Environment!! Unit!3!!Finance!! Unit!4!-!Marketing! METHODOLOGY! QUALITATIVE!METHODS:! v
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