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dc.contributor.author
Briaza, Eleftheria
en
dc.contributor.author
Tzezairlidou, Sofia
en
dc.date.accessioned
2016-06-23T12:31:06Z
dc.date.available
2016-06-24T00:00:16Z
dc.date.issued
2016-06-23
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/14551
dc.rights
Default License
dc.title
The development of a new business model in the Greek supermarket industry: Empirical analysis
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heal.type
masterThesis
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heal.secondaryTitle
Empirical analysis
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heal.keywordURI.LCSH
Food industry and trade--Greece
heal.keywordURI.LCSH
Supermarkets--Greece
heal.keywordURI.LCSH
Supermarkets--Management
heal.keywordURI.LCSH
Supermarkets--Technological innovations--Greece
heal.keywordURI.LCSH
Market surveys--Greece
heal.keywordURI.LCSH
Shopping--Computer network resources
heal.keywordURI.LCSH
Teleshopping
heal.keywordURI.LCSH
Business planning--Case studies
heal.language
en
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heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
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heal.references
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Service Orientation of a Retailer’s Business Strategy: Dimensions, Antecedents, and Performance Outcomes. Journal of Marketing , 66(4), pp.86 - 101. 32. Phumpiu, P.F. and R.P. King. (1997) “Adoption of ECR Practices in Minneso ta Grocery Stores.” Working Paper 97 - 01. The Retail Food Industry Center, Univers ity of Minnesota, St. Paul, MN 33. Hox, J.J. &Boeije, H.R. (2005). Data collection, primary versus secondary . Pp. 59 3 - 599 in K. Kempf - Leonard (Ed.). Encyclopedia of Social Measurement . San Diego, CA: Academic Press. 34. Myers, M. (2013). Qualitative research in business & management . London: SAGE 35. Johnston, M. P. (2014). Secondary Data Analysis: A Method that which a Time Has Come . Quantitative and Qualitative Methods in Library (QQML) 3 : 619 – 626 36. Richbell, S. and Kite, V. (2007). Night shoppers in the “open 24 hours” supermarket: a profile. Intl J of Retail & D istrib Mgt , 35(1), pp.54 - 6 37. H.T. Keh and E. Shieh, 2001. "Online Grocery Retailing: Success Factors and Potential Pitfalls," Business Horizons . 44 (4) 38. Farsarotas I.D. and Spatoulas E. Th. (2015) ,” Ξεκινώντας τη δική σου επιχείρηση , όλες οι νομικές μορφές επιχειρήσεων”. supportbusiness.gr/ [ online] Available at: http://supportbusiness.gr/financial/companies - legalforms/118 - ksekinwntas - th - dikh - sou - epixeirhsh - oles - oi - nomikes - morfes - epixeirhsewn [Retrieved on 21/10/2015] 39. Johnson, G., Scholes, K. and Whittington, R. (2008). Exploring corporate stra tegy . Harlow: FT Prentice Hall. pp 55 - 60 40. Aruba White Paper, “Technology Advances in Retail: Improving Margins using Wireless Networks”, Aruba Networks Inc., CA [online] Available [ 68 ] at: http://www.arubanetworks.com/pdf/technology/whitepapers/wp_Retail_advances.p df [Retrieved on 11/10/2015] 41. http://www.masout is.gr/ 42. http://www.ab.gr/ 43. 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Manifaba , D ., (2015 ), Περισσότερακαταστήματαμεμικρότεροτζίροτασουπερμάρκεττο ‘14 , k athimerini . gr , [ online ], Availableat : http://www.kathimerini.gr/834141/article/oikonomia/epixeirhseis/perissot e ra - katasthmata - me - mikrotero - tziro - ta - soyper - market - to - 14 [Retrievedon 23/10/2015] 49. Manifaba , D ., (2015), Σεαγοράγιαλίγουςκαιισχυρούςμετατρέπεταιοκλάδοςσουπερμάρκετ , kathimerini . gr , [ online ], Availableat : http://www.kathimerini.gr/807784/article/oikonomia/epixeirhseis/se - agora - gia - ligoys - kai - isxyroys - metatrepetai - o - klados - soyper - market [Retrieved on 23/10/2015] 50. GitsiA ., (2015), Στονδρόμοτου online shopping καιτασουπερμάρκετ , euro 2 day . gr , [online], Available at: http :// www . euro 2 day . gr / news / economy / article /1326980/ ston - dromo - toy - online - shopping - kai - ta - super . html [Retrieved on 23/10/2015] 51. FourlaD . M ., (2015), Ταράφιατωνσουπερμάρκετγεμίζουνμεπροσφορές , dimokratiki . gr , [ online ] Available at: http :// www . dimokratiki . gr /11 - 10 - 2015/ ta - rafia - ton - souper - market - gemizoun - me - prosfores / [ Retrieved on 23/10/2015] 52. Stones M., (2015), UK is the biggest online grocery market afte r China , foodmanufacture.co.uk, [online] Available at: http://www.foodmanufacture.co.uk/Business - News/UK - is - biggest - online - gr ocery - market - after - China [Retrieved on 23/10/2015] [ 69 ] 53. Oliveira, S. (2015). Online grocer Ocado’s sales grow 15.3% in Q3 . [online] Internetretailer.com. Available at: https://www.internetretailer.com/2015/09/18/online - grocer - ocados - sales - grow - 153 - q3 [Retrieved on 24/10/2015] 54. Brinckmann, J., Grichnik, D. and Kapsa, D. (2010). Should entrepreneurs plan or just storm the castle? A meta - analysis on contextual factors impacting the business planning – performance relationship in small firms. Journal of Business Venturing , 25(1), pp.2 4 - 40. 55. Vesper, K. H. (1993). New venture mechanics. Englewood Cliffs, N.J.: Prentice Hall. 56. Pinson, L. (2008). Anatomy of a business plan . Tustin, CA: Out of Your Mind & into the Marketplace. 57. Barrow, C., Barrow, P. and Brown, R. (2008). The business plan wor kbook . London: Kogan Page. 58. Hull P., (2013), 10 Essential Business Plan components, Forbes , [o nline] Available at: http://www.forbes.com/sites/patrickh ull/2013/02/21/10 - essential - business - plan - components/ [Retrieved on 24/10/2015] 59. http://www.saloniki.org/gr/magazine.htm 60. http://www.ielka.gr/?p=1905 61. http://sofokleous10.gr 62. http://www.atskakanis.com/wp/?p=5506 63. http://www.infoentrepreneur s.org/en/ways - to - promote - your - product - or - service/ 64. http://live24.gr/?aid=2 65. http://www.ictplus.gr/default.asp?pid=30&la=1&rID=34129&ct=1 66. http://smallbusiness.chron.com/advantages - marketing - segmentation - 67156.html 67. http://www.hellassites.gr/ 68. www.kariera.gr 69. www.skywalker.gr 70. www.mesitiki.gr 71. www.avis.gr 72. https://www.estiasi.com/ 73. http://www.support - plus.gr/ 74. http://www.ecommerce - europe.eu/news/2013/10/eurostat - releases - figures - on - online - shopping - in - europe 75. http://www.nielsen.com/eu/en/insights/news/2014/mobile - migration - online - shopping - goes - mobile - in - the - u - k.html 76. http://mercatus.com/european - grocery - ecommerce - to - double - in - 2016 - as - north - american - efforts - ramp - up/ 77. http://www.logistiekewebshopvanhetjaar.nl/wp - content/uploads/2015/09/The - State - Of - Online - Grocery - Retail - In - Europe - 2015.pdf
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heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
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heal.publicationDate
2015-10-31
heal.abstract
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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heal.tableOfContents
Acknowledgements ................................ ................................ ................................ .................. 4 Abstract ................................ ................................ ................................ ................................ ..... 5 1 Introduction ................................ ................................ ................................ ........................ 9 1.1. Context of the study ................................ ................................ ................................ . 9 1.2. Focus and objectives ................................ ................................ .............................. 10 1.3. Methodology ................................ ................................ ................................ .......... 11 1.4. Contribution of the study ................................ ................................ ....................... 11 1.5. Structure of the dissertation ................................ ................................ ................... 12 2 Literature review ................................ ................................ ................................ .............. 13 2.1 The historical evolution of supermarkets: trends and competition in every decade . 13 2.1.1 Prior to1990 ................................ ................................ ................................ ....... 13 2.1.2 The chain store explosion (1920s) ................................ ................................ ..... 13 2.1.3 The Su permarket (1930s and 1940s) ................................ ................................ . 14 2.1.4 Discounters and Warehouse Stores (1970s) ................................ ...................... 15 2.1.5 Upscale stores, warehouses, Mergers and the information age (1980s and 1990s) 15 2.2 The history of Supermarkets in Greece ................................ ................................ ..... 16 2.3 Online shopping and the 21 st century ................................ ................................ ........ 17 2.4 Literature review gap ................................ ................................ ................................ 22 2.5 Importance and purpose of a business plan ................................ ............................... 24 2.6 To ols used in our Business plan ................................ ................................ ................ 25 2.6.1 Key success factors ................................ ................................ ............................ 25 2.6.2 Pestel Analysis ................................ ................................ ................................ ... 26 2.6.3 Porter’s five forces Analysis ................................ ................................ .............. 26 2.6.4 Promotion mix ................................ ................................ ................................ ........ 26 3 Methodology, research design, data generation ................................ ............................... 27 3.1 Re search methods ................................ ................................ ................................ ...... 27 3.1.1 Questionnaires ................................ ................................ ................................ .... 27 3.1.2 Interviews ................................ ................................ ................................ ........... 28 3.1.3 Written sources ................................ ................................ ................................ .. 29 3.2 Data collection ................................ ................................ ................................ ........... 29 3.2.1 Primary data ................................ ................................ ................................ ....... 30 [ 7 ] 3.2.2 Secondary data ................................ ................................ ................................ ... 30 3.3 Research design ................................ ................................ ................................ ......... 31 3.3.1 Methods of spreading the q uestionnaires ................................ ........................... 31 3.3.2 Components of the questionnaire ................................ ................................ ....... 32 4 Research findings & data analysis ................................ ................................ ................... 33 4.1 Questionnaires ................................ ................................ ................................ ........... 33 4.2 Interviews ................................ ................................ ................................ .................. 37 5 Business Plan ................................ ................................ ................................ ................... 40 5.1 Executive Summary ................................ ................................ ................................ .. 40 5.2 Business Opportunity ................................ ................................ ................................ 41 5.2.1 The market gap ................................ ................................ ................................ .. 41 5.2.2 The opportunity ................................ ................................ ................................ .. 42 5.2.3 The solution ................................ ................................ ................................ ....... 43 5.3 Service Description ................................ ................................ ................................ ... 43 5.3.1 Values ................................ ................................ ................................ ................ 44 5.3.2 Legal Form ................................ ................................ ................................ ......... 45 5.3.3 Purchasing procedure ................................ ................................ ......................... 46 5.3.4 “click n’ go” value chain ................................ ................................ .................... 46 5.4 Market and Competition Analysis ................................ ................................ ............. 47 5.4.1 Competition in the supermarket sector ................................ .............................. 47 5.4.2 Ec onomic data for the supermarkets ................................ ................................ .. 47 5.4.3 Investment on Advertising ................................ ................................ ................. 48 5.4.4 The effect of concentration ................................ ................................ ................ 48 5.4.5 The use of discounts ................................ ................................ ........................... 48 5.4.6 Market share ................................ ................................ ................................ ....... 49 5.4.7 Analysis of the external environment ................................ ................................ 50 5.5 Marketing Plan - Marketing Strategy ................................ ................................ ......... 53 5.5.1 Market Segmentation ................................ ................................ ......................... 53 5.5.2 Promotion Mix ................................ ................................ ................................ ... 54 5.5.3 Customer performance ................................ ................................ ....................... 56 5.6 Business Organization ................................ ................................ ............................... 57 5.6.1 Organogram chart ................................ ................................ .............................. 57 5.6.2 Hiring plan ................................ ................................ ................................ ......... 57 [ 8 ] 5.7 Implementation plan ................................ ................................ ................................ .. 58 5.7.1 Milestones ................................ ................................ ................................ .......... 58 5.8 Risks ................................ ................................ ................................ .......................... 60 5.8.1 Regulatory and legal risks ................................ ................................ .................. 60 5.8.2 Service Development risks ................................ ................................ ................ 60 5.8.3 Unfavorable in dustry trends ................................ ................................ ............... 61 5.8.4 Mitigating plans ................................ ................................ ................................ . 61 5.9 Financials ................................ ................................ ................................ .................. 61 5.10 Exit scenarios ................................ ................................ ................................ ......... 62 6 Limitations and future researc h directions ................................ ................................ ....... 63 7 Conclusion ................................ ................................ ................................ ....................... 64 8 References ................................ ................................ ................................ ........................ 65 9 Appendix 1 ................................ ................................ ................................ ....................... 70 9.1 Graph 1 - Reasons for online grocery shopping ................................ .......................... 70 9.2 Graph 2 - Unemployment (in thousands) ................................ ................................ .... 70 9.3 Graph 3 - Unemployment rate in target groups ................................ ........................... 71 9.4 Graph 4 - annual change in retail industry’s turnover ratio ................................ ........ 71 9.5 Graph 5 - index of employees in the retail industry ................................ ................... 72 9.6 Graph 6 - E - commerce revenue from online hypermarket, supermarket and grocery store sales in Spain from Q4 2013 to Q4 201 ................................ ................................ ...... 72 9.7 Graph 7 - Online Grocery Value ................................ ................................ ................ 73 9.8 Appendix 2 - Research approaches ................................ ................................ ............. 73 9.9 Appendix 3 Questionnaire ................................ ................................ ......................... 74 9.10 Appendix 4 – Interview Responses ................................ ................................ ....... 83 9.11 Appendix 5 - Questionnaire results ................................ ................................ ........ 88 9.12 Appendix 6 - Main responsibilities ................................ ................................ ........ 94 9.13 Appendix 7 - Skills Requirements and Skills Gaps ................................ ................ 96
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heal.advisorName
Kyrgidou, Lida
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heal.committeeMemberName
Andriopoulos, Costas
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heal.committeeMemberName
Kyrgidou, Lida
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heal.committeeMemberName
Laspita, Stavroula
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heal.academicPublisher
IHU
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heal.academicPublisherID
ihu
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heal.numberOfPages
98
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heal.spatialCoverage
Greece
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