Planning a Halal Food Market

Balady Halal Food Market has formulated a strategic plan that incorporates 7 strategic core principle points to be implemented in all stores: 1) Maintain the Halal position; 2) Maintain bi-weekly/monthly sales; 3) Include and maintain variety in all departments; 4) Price popular brand name items below market value; 5) Maintain a higher profit margin for the Balady brand; 6) Maintain clean and sanitary locations; 7) Ensure customer satisfaction.

The target market includes Muslims living in America who, according to their faith, must adhere to a Halal diet, specifically the Muslim population in Brooklyn, New York. The products addressed will be primarily Halal foods, which must follow a strict production process to be considered "Halal," under our Balady brand name that offers higher quality Halal foods than many stores that cater to Muslims primarily for profit.

The target customer group is Muslim Americans, both native born and immigrants, living in the Bay Ridge and surrounding community of Brooklyn, New York. Currently 6-7 million Muslims live in the U.S., with New York being a gateway city for newly arriving Muslim immigrants. Many of these immigrants do not speak English and are not conditioned to many brand names of food products. Due to their faith, this target population must eat a diet of Halal foods. This is an unmet need as many stores offering Halal foods offer low quality products that do not satisfy mo

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|THREATS | |Most immigrants initially maintain a diet of limited items. |Halal industry is new and underdeveloped in American society. | |New stores require a significant amount of resources. |High level of competition of brand name food products. | Our marketing plan features the following strategies: Product: Our products are the freshest, highest quality Halal food products available in the North-East, due to our partnership with Ziyad Brothers Importing. Placement: A minimum of two brands per item will be offered in each department. In-store displays of products will be designed to offer the most appeal to consumers. Pricing: In contrast to competitors, we will sell popular brand items among Muslims like Pepsi at a price below market value. This offers an edge over competitors who charge market value on such products, while positioning us among consumers as a low-cost leader. Promotion: The Balady Brand will be heavily promoted in-store, linked to freshness, high quality, and health. These items will be priced higher than other b

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