Khalid al Derea Company

 Business Plan Jeddah, Makkah

& Taif
 – RETAIL OUTLETS -
Modern Trade, Traditional Trade &
Horeca
 Hyper Market (Jeddah) = 1 Salesman
 Super Market – A & B (Jeddah) = 1 Salesman
 Wholesale - Jeddah (Dwar Najum,Safa Halaka

& Jama) = 1 Salesman

 Wholesale Makkah & Taif = 1 Salesman
 Horeca Jeddah = 1 Salesman
 Horeca Makkah & Taif = 1 Salesman
Cash Van Sales (Jeddah)
1. North Jeddah
Naeem,Murjan,Mohammadiya,Nahda,Marwa,Salama,B
awadi= 1 salesman

2. Central Jeddah
Failsaliya,Azizia,Makrona,Hamra,Mushrifa,
Sharafiya,Naseem = 1 Salesman

3. South Jeddah-
Bagadadiya-1 & 2,Jama,Madain al
Fahad,Hindaviya,Nuzla,Gulail,Kendarah,Balad = 1
Salesman
Total cash van sales 3 salesman
Merchandisers
 Initial we need three merchandisers for
modern trade (Jeddah = 2 & Makkah + Taif =
1
HYPERMARKETS
General Description
 5001 meters and over
 Located in or adjacent to shopping mall, few are stand alone structures
 Part of a national or international chain
 Large free parking space.
 More than 20 checkout.
 Store layout is well organized with wide aisles to ensure a pleasurable shopping experience

Assortment specific:
 Well organized products range and categories within the store with bright shopping environment
 They offer a very wide assortment of brands (including non-food, electronics etc. )
 Categories at various price points (from private labels to A brands)
 An ‘all under one roof” proposition.

Shopper Mission
Usually routine weekly or monthly (bulk) shopping that is often part of an outing to a modern and
pleasurable shopping atmosphere.
The chance to get the best deal and one stop solution – This is the place I can get everything I can possible
look for
Wholesale
General Description
 Small selling area (201-500 sq.m.) which is self serviced outlets
 Located in urban business areas.
 Less than 2 cash counters.
 Often adjacent to other wholesale outlets whose primary purpose is resale.
 Products are displayed in secondary packaging and are sold at discount prices.
◦ Some volume are sold to end users who have traditionally shopped there for their routine bulk purchases.

Assortment Specific
They stock well known brands, mainly available in large quantities.
Assortment only contains staple dry goods (non perishables)

Shopper Mission
 Routine weekly or monthly bulk shop to stock up on staple dry goods in bulk for family usage.
Shopper is looking for well known brands one is familiar with while buying in bulk has to ensure the best possible (discounted)
price.
Supermarket
General Description
 Supermarket A= 1001 meters to 5000 meters ; Supermarket B = 501 meters to 1000 meters
 Usually located in suburban, residential areas
 Sometimes with dedicated parking space.
 Organized in aisles, offers facility of shopping trolleys
 They have around 5-10 cash registers

Assortment specific
 There is a broad range of categories and brands with a focus on FMCG.
 Assortment is often flexible based on requirement/needs of customers in the locality.
 Outlet carries assortment according to space (from basic to wide)
 Most outlets have destination categories
◦ Fresh fish and meat section and/or in house bakery
Less focus on promotions and deals (then in hypermarkets)

Shopper Mission
 Usually routine weekly household shopping (with element of daily shopping) where proximity of the outlet is a advantage
Large Grocery
General Description
 101 meters to 500 meters in size
 Usually located in suburban residential areas with limited or no dedicated parking.
They have < 2registers and are independently owned.

Assortment specific
 There is a reasonable selection of categories (including some fresh fruit and vegetables) stocked
◦ But with a limited number of products (brands and formats) within the category.
◦ Fresh milk often available
 The range is based on fast selling sku’s predominantly leading brands
◦ but also lesser known brand for commodity products.

Shopper Mission
 Convenience and picking up a few basics that are required in the home on a daily or emergency basis
 For woman offers the preferred choice of home delivery
Small Grocery
Description
 Small ( below 100 meters) outlets that are usually in urban residential areas and on main road (high ways )
 They have <2 cash registers and are mostly independently owned
 A high percentage of floor space is dedicated to refrigeration

Assortment specific
 Product range is focused on FMCG, (single served) carbonated drinks, snacks, sweets and cigarettes with a
limited number of brands stocked.
 Fresh fruits & vegetables are not stocked.
 Focus on basic household goods and impulse buying (sweets, cigarettes etc.).

Shopper Mission
 Non-routine, immediate, emergency or impulse need.
 Outlet of last resort
 Horeca Outlets
Channel Descriptions – Kitchens & Restaurants
The restaurant sector is very important and profitable in the
western region due to the large number of restaurants and the
large consumption of foodstuffs, and it achieves strong sales for
companies.
Information.
 The total number of grocery stores is more
than seventhousand customers in Jeddah .

There are 4800 restaurant in Jeddah .

There are more than 150 Wholesale customers

in Jeddah.
THANKS