The purpose of undertaking this dissertation
is to conduct an extensive research
regarding the supermarket industry in the Greek context
in order
to examine the viability
and sustainability of
the development of
an innovative business
plan regarding an online
supermarket chain
.
The research was primarily based on
the
q
ualitative
research
method
ology
, while
also using some descriptive statistics in
order to report an
d analyse
respondents’ replies.
Both primary and secondary data were collected. Primary data were obtained
through in
-
depth interviews with upper
-
level managers
,
as well as through a questionnaire filled out
by individuals
.S
econdary d
ata
w
ere
primarily
obtained
from
the analysis of
sectorial
studies
and
publicly available
annual reports
that
were gathered and analysed
in
-
depth
to provide
further support for
findings acquired through the questionnaires
.
Based on the analysis results
,
through
interviews, questionnaires and reports from
market and
industry companies
under examination,at a next stage
we created a one year
business plan from prototype phase.
The business plan in particular regards the creation of
an online supermarket chai
n. As such, certain aspects that distinguish it from the classic
supermarket business model were highlighted.
This
plan
may
in turn
be used as a vehicle to
attract investors and entrepreneurs and help them to establish a successful firm on the top of
this
innovative idea.
In addition, it is also the team’s aspiration to put this plan in action and
be actively involved in operating this online supermarket chain
in the wider retail industry
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