Green House Military Canteen

Executive Summary

GHMC is a business offering convenient goods, bar and catering services to 4 th infantry division hqs, Gulu
Barracks. GHMC has three departments including bar, shop and Kitchen. The product range includes
snacks & bites, beers, soft drinks and a variety of grocery items. GHMC also provides catering services to
the barracks administration during workshops conducted inside the barracks. GHMC’s customers
comprise of the barracks population.

Business Description

The canteen is established to provide services for the soldiers residing inside the barracks. The goods are
priced low to make them affordable for the average soldier. GHMC is the main canteen in the barracks
and it also provides some entertainment to the soldiers on a small scale.

Market Analysis

The barracks comprises of about 700 people including soldiers and their family. These can be divided
into the following;

 Senior Officer (approx.50)

 Junior Officers (approx.150)
 Other Ranks (approx.250)
 Civilians ( Approx. 250)

The average spending power is about 75,000/= per month relating to about aggregate demand of about
50,000,000/= each month.

Market Spending Analysis

To tal p o p . S p end GHMC's share GHMC's % share % Marg in Contrib utio n Max. co ntribution
Mo nthly sp end ing % sp end ing 50,000,000
Bar 40,000 0.53 26,666,667 4,500,000 0.17 0.35 1,575,000 9,333,333
S hop 20,000 0.27 13,333,333 4,050,000 0.30 0.1 405,000 1,333,333
Kitchen 15,000 0.20 10,000,000 1,800,000 0.18 0.35 630,000 3,500,000
75,000 1.00 10,350,000 2,610,000 14,166,667

% Contributio n 0.18

Organization and Management

The business employs 4 full time staff including a cashier, Hostess, Kitchen help, and a Chef. All staff
report directly to the business director. Mr. Arinda Franklin. Reporting is done weekly and all
contributions are duly banked every Saturday.
Service & Product line

The bar

GHMC’s bar stocks a variety of beers, selected spirits, sodas, water and other assorted soft drinks. The
bar also has a pool table where customers buy tokens to play. The beers are priced sparingly to make
them affordable to the average customers in the barracks. The bar is convenient for customers since
they do not have to move out of the barracks to look for drinks at night.

The shop

The shop sells convenience goods like airtime, salt, soap, sugar, toilet paper etc. The range of products
focuses on commonly used items in the household. The average margin on shop items is 10% and the
products are targeted for soldiers with families.

The Kitchen

GMHC’s kitchen offers a limited menu comprising of tea, breakfast snacks like chapatti, mandazi, katogo
and pilau for lunch. In the evening the kitchen offers chips and fried goats meat. Since most of the
soldiers receive food quotas at the military store, majority do not turn up for meals at the canteen.
During workshops inside the barracks, the Kitchen is sometimes contracted by the admin office to
provide catering services to workshop participants.

Marketing and Sales plan