UPSA, E-C OMMERCE Level 400 Weekends

B ACKGROUND O F T HE C OMPANY Breeze Restaurant was established in 2010 with the main aim of providing hygienic and organic food. We control 80% of the market share. The company Head Office is located at Adabraka-Accra with four branches within the Accra vicinity and with a staff capacity of thirty-five (35).

V ISION O F T HE C OMPANY To create the best, branded, stir-fry and healthy eating catering company in Ghana, and to be recognized for providing great food, entertainment and fast, efficient friendly service.

M ISSION O F T HE C OMPANY To ensure that each guest receives prompt, professional, friendly and courteous service. To maintain a clean, comfortable and well maintained premises for our guests and staff. To provide at a fair price - nutritional, well-prepared meals - using only quality ingredients. To ensure that all guests and staff are treated with the respect and dignity they deserve. To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us to contribute to the community we serve.

V ALUE P REPOSITION : Delicious and healthy meals served in hygienic package (the packaging is environmental friendly and easy for recycling).

M ARKET O PPORTUNITY (M ARKET S PACE ) Our target audience are corporate institution and also open to the general public. We also have spacious and well decorated place for people who will like to eat at the restaurant. Every institution is online. Hence the employees have access to the internet. Customers can interact and transact business with us online.

S UPPLY C HAIN The company has made conscious effort to provide quality and organic food to the customer hence the need to have our own vegetable farm. Because of our location we are closer to the Mokola central market, Mallam-Atta market and Agbogbloshie market where most of our supplies can be purchased. This serve as a competitive advantage to the organization because we do not spend a lot of money on transportation to get our products supplied, hence reduction in cost of production.

T HE C ATEGORY OF E-C OMMERCE Business to Business (B to B) Business to Customer (B to C) B to B: The company takes orders from companies examples during board meetings, end of year party, send-off party, and seminars. B to C: The company sells to individual consumers.

C HANNEL S ELECTION The restaurant uses click and mortar which offers customers the benefits of fast online transaction or traditional face-to-face service. Our restaurant has outlet in the following areas, Adabraka, Ministries, Opebia and Spintex near Coca- Cola Company. Our customers are located around these area. As emphasis by our core values, the distribution network selected will help us;  Serve customers on time and convenient.  This will also reduce the turn around time to deliver to customers.

L EVEL OF E-C OMMERCE A DOPTION The company provide all the relevant information about it offering, allows customers to send mails and received. Customers can interact and transact business with us online and offline

R EVENUE M ODEL Direct sales revenue model. Monies received directly from customers.

P AYMENT M ODEL The effective payment methods adopted is cash payment at the point of delivery and those who walk in to eat at the restaurant pay at the point of purchase. Mobile Money is also an effect mode of payment since it is easier and accessible almost anywhere.

C OMPETITIVE E NVIRONMENT The food industry is very or highly competitive even though demand for food is inelastic. There are a lot of companies selling the same products that are very similar in the same market segment but our company has adopted first mover advantage because we have our own vegetables farm which makes us unique from others. Now a days the preference and taste of consumers are dynamic, people are conscious of their health and the environment as a whole. Consumers can trace our farm not far from Tema Motorway.

C OMPETITIVE A DVANTAGE We control 80% of the raw materials use in production because of our vegetable farm and since our plantation is chemicals free its more organic and hygienic, this gives us great competitive advantage over competitors who have their sauce of vegetables unknown. We also operate at economic of scale which reduce cost of production. This leads to quality and affordable pricing. Through research we have adopt the market strategy which talk about

C OMPETITIVE A DVANTAGE C ONT ’ D 1. Differentiation: this means that our restaurant has distinguish it self from competitors base on the distribution network 2. Cost Leadership: Because we control 80% of the raw materials, cost of production will reduce.

C USTOMER S ERVICE The restaurant uses motorbikes for delivery, and food is delivered with 10 minutes. Customers are also advised to places their order one hour before time. The restaurant uses aluminum foil for the packaging of the food to keep it warm. i. Efficient customer response systems in case there is complain. ii. Effective customer service leads to words of mouth advertising as well as repeat purchase. iii. We deliver the orders at the door step of the customers.

M ARKET S TRATEGY How to create and maintain the offerings of the company into the minds of consumers. We advertise through advertising agencies on line. Our staff are neatly dress in their uniforms always. The physical evidence which includes the building as well as the online infrastructure is very attractive

D IAGRAMMATIC R EPRESENTATION Raw Material/Supply Chain Value: Cooked Meal Target: Corporate Bodies and the General Public Channel: Motorbike Vendors Revenue: Vendor Payment to Cashier