MULTIMEDIA UNIVERSITY OF KENYA

PHANUEL OKALL WERUNGA

LECTURER: MR. OMONDI OSANO

MCS-233-157/2022M2

BACHELOR OF APPLIED COMMUNICATION

YEAR 4 SEMESTER 2

CORPORATE COMMUNICATION PLAN AND EVALUATION

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Table of Contents
ACKNOWLEDGMENT................................................................................................................................... 9
DECLARATION ........................................................................................................................................... 10
LIST OF TABLES.......................................................................................................................................... 11
Table 6: Table of inputs, outputs, outtakes, outcomes, and impacts.................................................... 11
ACRONYMS ............................................................................................................................................... 12
EXECUTIVE SUMMARY .............................................................................................................................. 13
Need statement ........................................................................................................................................ 14
1. Brand Awareness and Advertising .................................................................................................... 14
Key Strategies ................................................................................................................................... 14
2. Customer Loyalty and Stakeholder Engagement .............................................................................. 15
Key Strategies ................................................................................................................................... 15
3. Supply Chain and Logistics Adaptation ............................................................................................. 15
Key Strategies ................................................................................................................................... 16
Mission.................................................................................................................................................. 16
Vision .................................................................................................................................................... 16
Core Values ........................................................................................................................................... 16
SECTION A ................................................................................................................................................. 18
STEP 1: Setting up a situational analysis ................................................................................................... 18
Strengths........................................................................................................................................... 18
Weaknesses ...................................................................................................................................... 18
1 Limited Presence in Suburban and Rural Areas.............................................................................. 18
2. High Operational Costs ................................................................................................................. 19
3. Employee Training and Adaptation ............................................................................................... 19
4. Brand Awareness in New Markets ................................................................................................ 19
Opportunities ........................................................................................................................................ 19
1. Expansion into Untapped Markets ................................................................................................ 19
2. Strategic Partnerships with Local Suppliers .................................................................................. 19
3. Leveraging E-Commerce and Digital Marketing ............................................................................ 19
4. Government Support for Retail Expansion .................................................................................... 19
Threats .................................................................................................................................................. 20
1. Competition from Local Retailers .................................................................................................. 20
2. Economic Uncertainty ................................................................................................................... 20

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 3. Regulatory and Compliance Challenges ........................................................................................ 20
4. Supply Chain Disruptions .............................................................................................................. 20
Conclusion......................................................................................................................................... 20
SWOT Analysis Table ............................................................................................................................. 21
Table 1: SWOT analysis table ................................................................................................................ 23
Setting up a PESTLE analysis ................................................................................................................. 23
Political Factors ................................................................................................................................. 23
Economic Factors .............................................................................................................................. 23
Social Factors .................................................................................................................................... 24
Technological Factors........................................................................................................................ 24
Legal Factors ..................................................................................................................................... 24
Environmental Factors ...................................................................................................................... 25
Conclusion ............................................................................................................................................ 25
STEP 2: Setting the communication plan (goal) .................................................................................... 25
1. Brand Awareness & Advertising .................................................................................................... 25
2. Customer Loyalty & Stakeholder Engagement .............................................................................. 26
3. Supply Chain & Logistics Adaptation ............................................................................................. 26
Brand Awareness and Advertising: ................................................................................................... 27
Customer Loyalty and Stakeholder Engagement: ............................................................................. 27
Supply Chain and Logistics Adaptation: ............................................................................................ 27
Brand Awareness and Advertising: ................................................................................................... 27
Customer Loyalty and Stakeholder Engagement: ............................................................................. 28
Supply Chain and Logistics Adaptation: ............................................................................................ 28
Brand Awareness and Advertising: ................................................................................................... 28
Customer Loyalty and Stakeholder Engagement: ............................................................................. 28
Supply Chain and Logistics Adaptation: ............................................................................................ 28
Brand Awareness and Advertising: ................................................................................................... 29
Customer Loyalty and Stakeholder Engagement: ............................................................................. 29
Supply Chain and Logistics Adaptation: ............................................................................................ 29
Conclusion......................................................................................................................................... 29
Step 3: Identifying our target audience and key stakeholders .............................................................. 29
i)Target audience .............................................................................................................................. 29
ii) Key Stakeholders ........................................................................................................................... 30

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 Step 4: Develop a (unique selling point) identify the mission statement/purpose of the communication
plan, and write the executive strategy.................................................................................................. 31
i) Unique selling point(USP) .............................................................................................................. 31
1. Brand Awareness and Advertising ................................................................................................ 31
2. Customer Loyalty and Stakeholder Engagement .......................................................................... 32
3. Supply Chain and Logistics Adaptation.......................................................................................... 32
Key Selling Points: ............................................................................................................................. 32
1. Brand Awareness and Advertising ................................................................................................ 33
2. Customer Loyalty and Stakeholder Engagement .......................................................................... 33
3. Supply Chain and Logistics Adaptation.......................................................................................... 33
1. Brand Awareness and Advertising ................................................................................................ 34
Executive Strategy: ........................................................................................................................... 34
2. Customer Loyalty and Stakeholder Engagement .......................................................................... 34
Executive Strategy............................................................................................................................. 34
3. Supply Chain and Logistics Adaptation.......................................................................................... 35
Executive Strategy: ........................................................................................................................... 35
Step 6: Timeline for communication plan strategies............................................................................. 35
Step 7: Designing key messages ............................................................................................................ 38
1. Brand Awareness and Advertising ................................................................................................ 38
2. Customer Loyalty and Stakeholder Engagement .............................................................................. 38
3. Supply Chain and Logistics Adaptation.......................................................................................... 39
SECTION 8: EVALUATION TECHNIQUES FOR EASTMATT SUPERMARKET EXPANSION. ............................. 40
1. Surveys and Feedback Mechanisms .................................................................................................. 40
Implementation ................................................................................................................................ 40
Key Metrics ....................................................................................................................................... 40
2. Media and Digital Analytics ........................................................................................................... 40
Implementation ................................................................................................................................ 41
Key Metrics ....................................................................................................................................... 41
3. Sales and Performance Metrics ........................................................................................................ 41
Implementation ................................................................................................................................ 41
Key Metrics ....................................................................................................................................... 41
4. Operational and Logistics Efficiency Review ..................................................................................... 42
Purpose ............................................................................................................................................. 42

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 Key Metrics ....................................................................................................................................... 42
5. Brand Perception and Community Engagement Impact ................................................................... 42
Implementation ................................................................................................................................ 43
Key Metrics ....................................................................................................................................... 43
Step 9: Creating and executing the action plan and assigning roles to team members. ....................... 44
I. Executing the Action Plan .................................................................................................................. 44
i). Conducting Market Research and Expansion Feasibility Studies .................................................. 44
ii). Brand Awareness and Advertising Execution ............................................................................... 44
iii). Customer Loyalty and Stakeholder Engagement Strategy .......................................................... 44
iv). Supply Chain and Logistics Optimization ..................................................................................... 45
v). Grand Opening and Promotional Launch ..................................................................................... 45
vi). Performance Measurement and Continuous Feedback Integration ........................................... 45
2. Assigning Roles to Team Members ................................................................................................... 45
i). Expansion Strategy Lead – Project Director .................................................................................. 45
ii) Marketing and Brand Awareness Team ........................................................................................ 46
iii). Customer Loyalty and Stakeholder Engagement Team ............................................................... 46
iv). Supply Chain and Logistics Team ................................................................................................. 46
v) On-Site Store Operations Managers ............................................................................................. 46
vi). Performance Monitoring and Evaluation Team .......................................................................... 46
Step 10: Designing and developing an implementation plan /timeframe. ............................................... 47
Step 11: Evaluating the communication strategy plan.............................................................................. 48
i) Measuring Success ............................................................................................................................. 48
1. Brand Awareness & Advertising Effectiveness .............................................................................. 48
2. Customer Loyalty & Stakeholder Engagement Impact .................................................................. 48
3. Supply Chain & Logistics Efficiency................................................................................................ 48
3. Adjustments for Future Strategy ................................................................................................... 49
PART B: EVALUATION REPORT ................................................................................................................. 51
Step 1: Determining what to evaluate. ..................................................................................................... 51
1. Brand Awareness and Advertising .................................................................................................... 51
Key Focus Areas ................................................................................................................................ 51
Evaluation Methods .......................................................................................................................... 51
Key Metrics ....................................................................................................................................... 51
2. Customer Loyalty and Stakeholder Engagement .............................................................................. 51

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 Key Focus Areas: ............................................................................................................................... 51
Evaluation Methods: ......................................................................................................................... 51
Key Metrics ....................................................................................................................................... 52
3. Supply Chain and Logistics Adaptation ............................................................................................. 52
Key Focus Areas ................................................................................................................................ 52
Evaluation Methods .......................................................................................................................... 52
Key Metrics ....................................................................................................................................... 52
Step 2: Defining the Goal for Evaluation of Eastmatt Supermarket Expansion ......................................... 53
1. Brand Awareness and Advertising .................................................................................................... 53
Goal................................................................................................................................................... 53
Measurement Methods .................................................................................................................... 53
2. Customer Loyalty and Stakeholder Engagement .............................................................................. 53
Measurement Methods .................................................................................................................... 53
3. Supply Chain and Logistics Adaptation ............................................................................................. 53
Measurement Methods .................................................................................................................... 53
Step 3: Objectives for evaluation .......................................................................................................... 54
1. Brand Awareness and Advertising Evaluation Objectives ............................................................. 54
2. Customer Loyalty and Stakeholder Engagement Evaluation Objectives ....................................... 54
Key Measurement Metrics ................................................................................................................ 54
3. Supply Chain and Logistics Adaptation Evaluation Objectives .......................................................... 55
Key Measurement Metrics ................................................................................................................ 55
STEP 4: Identifying the audience for evaluation ....................................................................................... 56
1. Customers (Existing and New Shoppers)........................................................................................... 56
Why They Matter .............................................................................................................................. 56
Evaluation Methods .......................................................................................................................... 56
2. Employees and Store Managers........................................................................................................ 56
Why They Matter .............................................................................................................................. 56
Evaluation Methods .......................................................................................................................... 56
3. Local Suppliers and Logistics Partners ............................................................................................... 56
Why They Matter .............................................................................................................................. 56
Evaluation Methods .......................................................................................................................... 56
4. Community Leaders and Business Partners ...................................................................................... 57
Why They Matter .............................................................................................................................. 57

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 Evaluation Methods: ......................................................................................................................... 57
5. Corporate Leadership and Investors ................................................................................................. 57
Why They Matter .............................................................................................................................. 57
Evaluation Methods .......................................................................................................................... 57
Step 5: Establishing the Baseline Channel of Communication for Evaluation. ...................................... 57
1. Internal Communication Channels ................................................................................................ 57
Baseline Channels ............................................................................................................................. 58
Evaluation Metrics ............................................................................................................................ 58
2. Digital & Traditional Marketing Channels ......................................................................................... 58
Baseline Channels ............................................................................................................................. 58
Evaluation Metrics ............................................................................................................................ 58
3. Customer Engagement Channels ...................................................................................................... 58
Evaluation Metrics ............................................................................................................................ 59
4. Supply Chain and Logistics Tracking Systems .................................................................................... 59
Baseline Channels ............................................................................................................................. 59
Evaluation Metrics ............................................................................................................................ 59
Step 6: Posing Evaluation Questions. .................................................................................................... 59
1. Brand Awareness and Advertising .................................................................................................... 59
Key Questions ................................................................................................................................... 60
2. Customer Loyalty and Stakeholder Engagement .............................................................................. 60
Key Questions ................................................................................................................................... 60
3. Supply Chain and Logistics Adaptation ............................................................................................. 60
Key Questions ................................................................................................................................... 60
4. Overall Expansion Impact.................................................................................................................. 60
Key Questions ................................................................................................................................... 61
Step 7: Drafting the Measurements.......................................................................................................... 61
1. Measuring Brand Awareness and Advertising Impact ....................................................................... 61
2. Measuring Customer Loyalty and Stakeholder Engagement ............................................................ 61
Key Metrics ....................................................................................................................................... 62
Data Collection Methods .................................................................................................................. 62
3. Measuring Supply Chain and Logistics Adaptation ............................................................................ 62
Key Metrics ....................................................................................................................................... 62
Data Collection Methods .................................................................................................................. 62

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 Key Metrics ....................................................................................................................................... 63
Data Collection Methods .................................................................................................................. 63
Table 6: Table of inputs, outputs, outtakes, outcomes, and impacts .................................................... 65
Step 8: Selecting the Evaluation Techniques ............................................................................................ 66
1. Surveys and Feedback Mechanisms .................................................................................................. 66
Methods............................................................................................................................................ 66
Key Metrics ....................................................................................................................................... 66
2. Digital and Media Analytics ............................................................................................................... 66
Methods:........................................................................................................................................... 66
Key Metrics ....................................................................................................................................... 66
3. Sales and Performance Metrics ........................................................................................................ 67
Methods............................................................................................................................................ 67
Key Metrics ....................................................................................................................................... 67
4. Supply Chain and Logistics Efficiency Review .................................................................................... 67
Methods............................................................................................................................................ 67
Key Metrics ....................................................................................................................................... 67
5. Community Engagement and Customer Relations Assessment ........................................................ 67
Methods............................................................................................................................................ 68
Key Metrics: ...................................................................................................................................... 68
STEP 9: THE BUDGET ................................................................................................................................. 69
REFERENCES.............................................................................................................................................. 70

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ACKNOWLEDGMENT
My sincere gratitude and appreciation goes to God the almighty for using me to come up with this
strategic communication plan and also ensuring the project was a success. My appreciation also goes to
my family and friends for being with me and helping make this proposal a success. My thanks also go to
my lecturer for his advice before and when writing this project.

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DECLARATION
This project is my original work and has never been submitted or done anywhere.

Signature…………………………………………………………………………

Date………………………………………………………………………………

Name: Phanuel Okall Werunga

With the agreement of the university lecturer,this project is forwarded for assessment.

Signature…………………………………………………………………………

Date………………………………………………………………………………

Name… Mr Omondi Osano

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LIST OF TABLES
Table 1: SWOT analysis table

Table 2. Timelines for the communication plan strategies

Table 3.A table showing an implementation plan.

Table 4: Key performance indicators table

Table 5: Implementation plan budget

Table 6: Table of inputs, outputs, outtakes, outcomes, and impacts

Table 7: Budget allocation for Communication Strategy Evaluation

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ACRONYMS
KPI – Key Performance Indicator

USP – Unique Selling Point

CRM – Customer Relationship Management

CSR – Corporate Social Responsibility

ROI – Return on Investment

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A STRATEGIC CORPORATE COMMUNICATION PLAN FOR A DUMMY, EASTMATT SUPERMARKET
EXPANSION

EXECUTIVE SUMMARY
Eastmatt Supermarket, a well-established retail chain, has successfully built a strong presence in major
cities across Kenya, providing quality products at competitive prices. As consumer needs evolve and
urban saturation presents market limitations, Eastmatt now seeks to expand its footprint beyond major
cities into suburban and rural areas. This strategic expansion aims to enhance accessibility, diversify
revenue streams, and cater to the growing demand for convenient shopping solutions in underserved
regions.

The expansion plan involves a multi-faceted approach to corporate communication, ensuring that
employees, customers, stakeholders, and suppliers are well-informed and actively engaged in the
transition. Key challenges anticipated include adjusting marketing strategies to fit new consumer
demographics, managing supply chain logistics in less-developed regions, and establishing trust
within communities unfamiliar with the Eastmatt brand. By leveraging effective corporate
communication, Eastmatt can mitigate risks, create positive engagement, and drive brand loyalty
in these new markets.

A thorough Situation Analysis utilizing SWOT and PESTLE frameworks highlights both the
opportunities and challenges of the expansion. The SWOT analysis emphasizes Eastmatt's
established reputation, operational efficiency, and product variety as strengths, while identifying
brand recognition challenges in rural areas and potential competition from local businesses as
threats. The PESTLE analysis addresses external factors, including government regulations,
economic shifts, technological advancements, and community adaptation to new retail models.

The Communication Plan sets clear goals and objectives for the expansion, including increasing
brand awareness, strengthening stakeholder relations, fostering employee morale, and ensuring
seamless operational integration. Targeted messaging, community outreach, employee training,
and strategic marketing campaigns are crucial to success. By utilizing diverse communication
channels such as digital marketing, local media, and in-store promotions, Eastmatt aims to
effectively engage its new customer base while maintaining strong ties with existing urban
shoppers.

Implementation of this plan requires structured timelines, resource allocation, and dedicated
teams to oversee various aspects of the expansion. The Evaluation Plan outlines measurement
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metrics, including customer satisfaction surveys, sales performance assessments, employee
engagement metrics, and media sentiment analysis. A well-defined budget supports marketing
efforts, employee onboarding, infrastructure investments, and logistics enhancements, ensuring
the expansion's sustainability.

By executing this corporate communication strategy with precision, Eastmatt Supermarket

positions itself as a trusted brand in both urban and emerging markets. Through transparent
stakeholder communication, proactive community involvement, and strategic branding efforts,
Eastmatt can successfully navigate challenges.

Need statement

Eastmatt Supermarket has established itself as a trusted retail brand in Kenya, with a strong
presence in major cities. However, its growth potential lies in expanding into suburban and rural
areas where consumer demand is increasing but large retail chains remain limited. Eastmatt must
overcome several strategic challenges to successfully penetrate these new markets through
effective communication and operational alignment. This will be explained through the
following thematic areas;

1. Brand Awareness and Advertising

Eastmatt Supermarket has built a strong reputation in urban areas, but expanding into suburban
and rural markets requires strategic brand positioning and tailored advertising campaigns to
introduce its value proposition to new customers.

Key Strategies

Localized Marketing Campaigns: Utilize print and digital media to educate customers on the
supermarket’s offerings, special discounts, and quality assurance.

Community Engagement Events: Organize promotional events like grand openings, sponsorships
for local events, and partnerships with community influencers to boost brand presence.

Targeted Digital Advertising: Use geo-targeted social media ads, SMS promotions, and local
radio advertisements to reach customers in specific regions.

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Customer Testimonials and Brand Trust: Feature stories from satisfied customers who have
shopped at Eastmatt to build credibility in new markets.

A strong brand awareness strategy ensures Eastmatt is recognized as a reliable and affordable
shopping destination in areas where it is newly established.

2. Customer Loyalty and Stakeholder Engagement

Expanding to new areas means establishing long-term relationships with local customers and
stakeholders. Customer loyalty programs and stakeholder partnerships are crucial in reinforcing
trust and driving repeat business.

Key Strategies

Loyalty Programs and Membership Benefits: Introduce discount cards, rewards programs, and
seasonal promotions to encourage repeat customers

Community-Centric Initiatives: Engage in corporate social responsibility (CSR) activities, such

as supporting local schools or offering employment opportunities to residents.

Stakeholder Collaboration: Build partnerships with local suppliers, farmers, business owners,
and government officials to establish credibility and support growth.

Employee Training and Service Excellence: Equip employees with customer service training,
cultural sensitivity awareness, and professional development programs to ensure seamless
customer interaction in new locations.

A strong loyalty program and stakeholder engagement foster lasting customer relationships and
solidify Eastmatt’s reputation as a supermarket committed to serving communities.

3. Supply Chain and Logistics Adaptation

One of the biggest challenges when expanding beyond major cities is efficient inventory
management and logistics. Eastmatt must ensure that product availability, pricing, and delivery
schedules align with customers' needs in suburban and rural locations.

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Key Strategies

Strengthening Supplier Networks: Partnering with local producers, wholesalers, and distribution
centers to source fresh products cost-effectively.

Expanding Warehouse and Delivery Infrastructure: Establishing regional warehouses and

distribution hubs to streamline deliveries and reduce transportation costs.

Utilizing Data-Driven Inventory Management: Leveraging technology solutions (such as real-

time stock tracking and automated ordering systems) to optimize inventory and reduce waste.

Adapting to Rural Consumer Needs: Stocking essential household goods and adjusting store
layouts to accommodate rural shopping preferences.

Efficient supply chain management ensures Eastmatt maintains consistent product quality,
affordability, and availability in its new locations.

Mission

Eastmatt Supermarket is dedicated to delivering exceptional shopping experiences. Through

strategic expansion, customer-focused service, and operational excellence, Eastmatt Supermarket
strives to enhance convenience, trust, and satisfaction across all locations.

Vision

To be Kenya’s leading retail chain, providing accessible, high-quality, and affordable

supermarket shopping experiences in both urban and rural communities. Eastmatt aims to bridge
the gap in retail accessibility by expanding beyond major cities while maintaining its
commitment to excellence, customer satisfaction, and community empowerment.

Core Values

Eastmatt Supermarket is driven by a set of core values that define its operations, customer
relationships, and commitment to community growth:

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1. Customer-Centric Excellence. Eastmatt prioritizes exceptional customer service, ensuring
satisfaction through quality products, affordable pricing, and convenience.

2.Integrity and Transparency – The supermarket operates with honesty and ethical business
practices, fostering trust among customers, employees, and stakeholders.

3.Innovation and Adaptability – Eastmatt embraces new technologies and market trends to
enhance shopping experiences, streamline operations, and remain competitive.

4. Community Engagement and Empowerment – Committed to supporting local communities,

Eastmatt collaborates with suppliers, creates job opportunities, and participates in social
initiatives.

5. Sustainability and Responsible Retailing – Eastmatt promotes eco-friendly practices, including

sustainable packaging, waste management, and responsible sourcing.

6. Diversity and Inclusion – The supermarket values diversity by creating an inclusive work
environment and catering to the unique needs of different customer segments.

7. Efficiency and Operational Excellence – Eastmatt prioritizes seamless supply chain

management and logistics to ensure product availability and affordability in all locations.

These values guide Eastmatt Supermarket’s expansion strategy, reinforcing its commitment to
growth, customer satisfaction, and long-term success.

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SECTION A

STEP 1: Setting up a situational analysis

Eastmatt Supermarket is a well-established retail chain in Kenya, primarily operating in major
cities. As the company seeks to expand into suburban and rural areas, it must assess its current
position, strengths, weaknesses, opportunities, and threats to ensure a successful transition. This
situational analysis provides a comprehensive overview of Eastmatt’s market position and the
external factors influencing its expansion strategy.

Strengths
1 Strong Brand Recognition in Urban Areas
Eastmatt has built a reputation for affordability, quality products, and excellent customer service
in major cities.

The supermarket enjoys customer loyalty due to its competitive pricing and diverse product
offerings.

2 Established Supply Chain and Logistics Network

Efficient distribution channels ensure timely stock replenishment and product availability.

Strong relationships with suppliers and manufacturers allow for cost-effective sourcing.

3 Diverse Product Range

Eastmatt offers a wide variety of groceries, household essentials, electronics, and fresh produce,
catering to different customer needs.

The supermarket’s ability to stock both local and international brands enhances its appeal.

4 Customer-Centric Approach
Eastmatt prioritizes customer satisfaction through loyalty programs, discounts, and personalized
shopping experiences.

The supermarket invests in digital platforms for online shopping and home delivery services.

Weaknesses
1 Limited Presence in Suburban and Rural Areas
Eastmatt’s operations are concentrated in major cities, limiting its reach to underserved markets.

Lack of familiarity with rural consumer preferences may pose challenges in product selection
and pricing strategies.

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2. High Operational Costs
Expanding into new locations requires significant investment in infrastructure, staffing, and
logistics.

Maintaining competitive pricing while managing operational expenses may be challenging.

3. Employee Training and Adaptation

New locations will require hiring and training staff to align with Eastmatt’s service standards.

Adapting to different cultural and consumer behaviors may require specialized training
programs.

4. Brand Awareness in New Markets

Customers in suburban and rural areas may not be familiar with Eastmatt’s brand, requiring
extensive marketing efforts.

Competing with established local retailers may require aggressive promotional campaigns.

Opportunities
1. Expansion into Untapped Markets
Growing demand for modern retail stores in suburban and rural areas presents an opportunity for
Eastmatt to establish a strong presence.

Expanding beyond major cities allows Eastmatt to diversify its revenue streams.

2. Strategic Partnerships with Local Suppliers

Collaborating with local farmers and manufacturers can enhance product availability and
affordability.

Supporting local businesses strengthens community relationships and brand trust.

3. Leveraging E-Commerce and Digital Marketing

Online shopping and mobile payment solutions can attract tech-savvy customers in new
locations.

Digital marketing campaigns can increase brand awareness and customer engagement.

4. Government Support for Retail Expansion

Policies promoting business growth and investment in rural areas may provide incentives for
expansion.

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Infrastructure development in suburban regions can improve logistics and accessibility.

Threats
1. Competition from Local Retailers
Established supermarkets and small-scale retailers may already have strong customer loyalty in
suburban and rural areas.

Price wars and promotional strategies may be necessary to compete effectively.

2. Economic Uncertainty
Inflation, fluctuating consumer spending, and economic downturns may impact purchasing
power.

Rising costs of transportation and logistics may affect profitability.

3. Regulatory and Compliance Challenges

Expansion requires adherence to zoning laws, taxation policies, and employment regulations.

Changes in government policies may affect business operations and profitability.

4. Supply Chain Disruptions

Expanding into new regions may present logistical challenges, including transportation delays
and inventory shortages.

Dependence on external suppliers may lead to inconsistencies in product availability.

Conclusion
Eastmatt Supermarket’s expansion into suburban and rural areas presents both opportunities and
challenges. By leveraging its brand strength, supply chain efficiency, and customer-centric
approach, Eastmatt can successfully penetrate new markets. However, addressing operational
costs, employee training, brand awareness, and competition will be crucial for long-term success.
A strategic communication and marketing plan will ensure Eastmatt builds trust, engages
stakeholders, and adapts to local consumer needs effectively.

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SWOT Analysis Table
Thematic areas Strength Weaknesses Opportunities Threats
Brand awareness -Well -Low brand -Expansion into -Competition
and advertising recognized in recognition in untapped regions from local
urban centers suburban and where supermarkets
-Strong digital rural areas supermarket with deep
and traditional -High marketing chains are community ties.
advertising costs required limited. -Customer
presence. for new -Leveraging resistance to
-Proven territories. local influencers unfamiliar
marketing -Difficulty in and digital brands.
strategies building marketing. -Risk of
attracting urban immediate trust -Sponsoring marketing
customers. in new markets. community failing to
events to boost resonate with
visibility. rural consumer
preferences.
-Difficulty
maintaining
consistent brand
messaging
across multiple
locations.
Customer -Established -Lack of existing -Developing -Existing
loyalty and customer base in relationships customized customer
stakeholder cities. with suburban loyalty programs preference for
engagement -Loyalty and rural for new smaller,
programs customers. customers. established local
boosting Uncertainty in -Partnering with shops.
retention. customer local farmers -Resistance from
shopping and suppliers to stakeholders

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 -Strong behavior outside strengthen hesitant about
stakeholder urban centers. stakeholder trust. large
relationships -Need for -Launching supermarket
with suppliers tailored engagement chains disrupting
and distributors. engagement programs such smaller
-Trust from strategies to as CSR activities businesses.
urban customers address different and -Negative
due to pricing consumer needs. sponsorships. perceptions of
consistency. -Cultural -Creating local corporate
differences in employment expansion into
new opportunities to traditional retail
communities drive spaces.
may require acceptance. -Lack of cultural
custom outreach. alignment with
suburban and
rural customer
needs.
Supply chain -Efficient -Increased -Creating -Regulatory
and logistics distribution operational costs regional hurdles for new
adaptation model of expanding warehouses to distribution hubs
-Well supply chain improve supply and supply chain
established infrastructure. chain efficiency. logistics.
relationship with -Transportation -Partnering with -Higher
suppliers difficulties in local farmers transportation
-Strong reaching more and suppliers to costs due to
inventory remote locations. reduce logistics longer distances.
management -High cost. -Risk of
systems ensuring dependency on -Adopting inventory
product external technology shortages if
availability. suppliers for driven solutions suppliers fail to
for stock meet demand.

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 -Ability to scale inventory monitoring and -Weather and
logistics replenishment. movement infrastructure
operations -Need to develop optimization. challenges
efficiently. new supplier -Expanding affecting stock
relationships to distribution transportation.
ensure local networks to -Unpredictable
product ensure smooth price
availability. inventory flow. fluctuations in
agricultural
products and
essential goods.

Table 1: SWOT analysis table

Setting up a PESTLE analysis

Eastmatt Supermarket’s expansion into suburban and rural areas requires an assessment of
external factors that may impact its operations. A PESTLE analysis examines the Political,
Economic, Social, Technological, Legal, and Environmental influences affecting the
supermarket’s growth strategy.

Political Factors
1. Government Policies on Retail Expansion – Regulations on business licensing, taxation, and
zoning laws may affect Eastmatt’s ability to establish new branches.

2.Trade and Import Regulations – Policies on food imports and supplier agreements may impact
product availability and pricing.

3.Consumer Protection Laws – Compliance with food safety standards and fair pricing
regulations is essential for maintaining trust in new markets.

Economic Factors
1. Inflation and Cost of Living – Rising costs may affect consumer purchasing power,
influencing pricing strategies.

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2. Employment and Income Levels – Economic conditions in suburban and rural areas determine
customer spending habits and affordability.

3. Supply Chain Costs – Transportation and logistics expenses may increase due to infrastructure
limitations in new locations.

Social Factors
1. Consumer Shopping Preferences – Rural customers may prefer bulk purchases or locally
sourced products, requiring inventory adjustments.

2. Cultural and Community Engagement – Building trust through local hiring and community
involvement is crucial for acceptance.

3. Demographic Trends – Population growth and urban migration patterns influence demand for
supermarket services.

Technological Factors
1. E-commerce and Digital Payments – Expanding online shopping and mobile payment options
can enhance accessibility.

2. Inventory Management Systems – Advanced stock tracking ensures efficient supply chain
operations.

3. Marketing Innovations – Leveraging social media and digital advertising can improve brand
awareness in new regions.

Legal Factors
1. Business Registration and Compliance – Adhering to local business laws and tax regulations is
necessary for smooth operations.

2. Employment Laws – Hiring policies, wages, and labor rights must align with government
regulations.

3. Consumer Rights and Data Protection – Ensuring ethical handling of customer data in digital
transactions.

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Environmental Factors
1.Sustainable Packaging and Waste Management – Implementing eco-friendly practices to align
with environmental regulations.

2.Energy Efficiency in Store Operations – Reducing carbon footprint through energy-saving

technologies.

3.Climate and Weather Considerations – Seasonal variations may affect supply chain logistics
and product availability.

Conclusion
Eastmatt Supermarket must strategically navigate these external factors to ensure a successful
expansion into suburban and rural areas. By adapting to economic conditions, leveraging
technology, complying with regulations, and engaging with local communities, Eastmatt can
establish a strong presence and long-term sustainability in new markets.

STEP 2: Setting the communication plan (goal)

To ensure the success of Eastmatt Supermarket’s expansion, the communication strategy must
align with the three thematic areas: Brand Awareness & Advertising, Customer Loyalty &
Stakeholder Engagement, and Supply Chain & Logistics Adaptation. Each thematic area requires
a clear goal supported by strategic objectives.

1. Brand Awareness & Advertising

Goal

To establish Eastmatt as the preferred supermarket brand in newly targeted suburban and rural
markets, increasing awareness and customer engagement.

Objectives

Launch geo-targeted marketing campaigns utilizing digital and traditional media to increase
brand visibility by 30% within six months.

Build community partnerships and sponsorship initiatives to enhance brand credibility and local
trust.

25
Implement consistent brand messaging across all advertising platforms to reinforce Eastmatt’s
value proposition and customer benefits.

2. Customer Loyalty & Stakeholder Engagement

Goal

To strengthen relationships with customers and business stakeholders through loyalty programs,
engagement initiatives, and transparent communication.

Objectives

To develop and promote customer loyalty programs that incentivize repeat purchases and long-
term shopping habits.

To establish supplier forums and stakeholder collaboration meetings to ensure effective

partnerships and business support.

To train employees on customer engagement best practices to improve service quality and
satisfaction in new store locations.

3. Supply Chain & Logistics Adaptation

Goal

To optimize logistics and inventory management, ensuring a seamless supply chain that supports
expansion efficiency and product availability.

Objectives

To set up regional warehouses to enhance stock replenishment speed and reduce delivery delays
by 25%.

To strengthen supplier integration by implementing advanced inventory tracking systems for

real-time monitoring.

To optimize transportation networks to minimize distribution costs and improve efficiency

across expansion areas.

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Inputs

The following resources will be required to support the expansion:

Brand Awareness and Advertising:

Investment in digital marketing campaigns, including geo-targeted ads and promotions.

Deployment of billboards, radio ads, and community sponsorships to enhance local recognition.

Hiring brand ambassadors and influencers to promote Eastmatt’s presence in new areas.

Customer Loyalty and Stakeholder Engagement:

Establishment of loyalty programs, discount cards, and membership benefits for new customers.

Community engagement initiatives such as corporate social responsibility (CSR) projects.

Collaboration with local suppliers, farmers, and government agencies for mutual business
growth.

Supply Chain and Logistics Adaptation:

Development of regional warehouses to streamline inventory distribution.

Implementation of automated stock monitoring and demand forecasting tools.

Partnership with local transport providers to optimize delivery efficiency.

Outputs

These tangible results will be generated from the expansion strategy:

Brand Awareness and Advertising:

Increased customer engagement on digital platforms through targeted promotions.

Successfully launched marketing campaigns tailored for suburban and rural markets.

27
Greater brand presence at local events, driving trust and credibility.

Customer Loyalty and Stakeholder Engagement:

Introduction of personalized loyalty programs, boosting retention.

Strong partnerships established with local businesses and suppliers.

Increased participation in community programs, reinforcing Eastmatt’s corporate social

responsibility.

Supply Chain and Logistics Adaptation:

Efficient inventory replenishment ensuring product availability in new locations.

Deployment of optimized transport solutions reducing supply chain delays.

Expanded sourcing networks integrating regional farmers and manufacturers.

Outtakes

These mid-term effects reflect how stakeholders and customers respond to the expansion efforts:

Brand Awareness and Advertising:

Improved public perception of Eastmatt as a trusted supermarket in new locations.

Increased brand recall, making Eastmatt a preferred retail choice.

Customer Loyalty and Stakeholder Engagement:

Strengthened customer retention, with more repeat shoppers.

Enhanced stakeholder collaboration, leading to long-term business partnerships.

Supply Chain and Logistics Adaptation:

Seamless distribution chain, reducing stock shortages.

28
Optimized operational efficiency, lowering overall costs.

Expected Outcomes

The long-term benefits of the expansion strategy:

Brand Awareness and Advertising:

Eastmatt becomes the leading supermarket in suburban and rural areas.

Brand visibility drives increased customer footfall and sales.

Customer Loyalty and Stakeholder Engagement:

Strong customer base, leading to consistent revenue growth.

Long-lasting partnerships with suppliers, local businesses, and communities.

Supply Chain and Logistics Adaptation:

Sustainable inventory and supply chain practices, reducing operational risks.

Streamlined logistics ensure long-term expansion feasibility.

Conclusion

This structured setup plan ensures Eastmatt's expansion aligns with its core business strategy
while addressing challenges in new markets. By strategically marketing its presence, fostering
customer trust, and optimizing supply chain operations, Eastmatt will successfully establish
long-term sustainability and profitability beyond major cities.

Step 3: Identifying our target audience and key stakeholders

As Eastmatt Supermarket expands beyond major cities, identifying the target audience and key
stakeholders is crucial for ensuring a successful transition into suburban and rural markets. The
following groups play a significant role in the supermarket’s growth strategy.

i)Target audience
1. Current Customers in Major Cities

29
Existing shoppers who are familiar with Eastmatt’s brand and may continue to shop at new
locations when traveling or relocating.

Customers who rely on Eastmatt for affordability, quality, and convenience.

2. Prospective Customers in Suburban and Rural Areas

Families and individuals seeking affordable and accessible shopping options.

Small business owners and traders who require bulk purchasing for resale.

Consumers looking for fresh produce, household essentials, and competitive pricing.

3. Local Community Members

Residents in expansion areas who will benefit from employment opportunities and community
engagement initiatives.

Local farmers and suppliers who may collaborate with Eastmatt for product sourcing.

4. Digital Shoppers and E-Commerce Users

Customers who prefer online shopping and home delivery services.

Tech-savvy consumers using mobile payment solutions like M-Pesa for transactions.

ii) Key Stakeholders

1. Eastmatt Supermarket Leadership

Executives and decision-makers responsible for strategic planning and expansion execution.

Store managers overseeing operations, staffing, and customer service.

2. Employees and Staff

Existing and newly hired employees ensuring smooth store operations.

Customer service representatives, cashiers, and logistics personnel.

3. Local Suppliers and Farmers

Agricultural producers supplying fresh fruits, vegetables, and dairy products.

Manufacturers and wholesalers providing packaged goods and household essentials.

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4. Government and Regulatory Bodies

Local authorities responsible for business licensing, zoning approvals, and taxation policies.

Consumer protection agencies ensuring compliance with food safety and retail regulations.

5. Community Leaders and Business Partners

Local influencers and business owners supporting Eastmatt’s integration into new markets.

Organizations are collaborating on corporate social responsibility (CSR) initiatives.

6. Customers and Loyalty Program Members

Shoppers are participating in discount programs, membership benefits, and promotional events.

Repeat customers contribute to brand growth and sustainability.

Step 4: Develop a (unique selling point) identify the mission statement/purpose of the
communication plan, and write the executive strategy.
i) Unique selling point(USP)
1. Brand Awareness and Advertising
“Your Trusted Supermarket, Now in Your Neighborhood”

Eastmatt Supermarket differentiates itself by providing a modern retail experience in

underserved regions, ensuring that customers have access to affordable, high-quality products in
a convenient location.

Key Selling Points:

Affordable Pricing: Competitive pricing on groceries and household essentials tailored for
suburban and rural economies.

Community-Focused Branding: Eastmatt integrates itself into local communities by supporting

events, sponsorships, and CSR initiatives.

Localized Marketing Strategies: Strategic use of radio, billboards, digital promotions, and
influencer partnerships to build trust and brand awareness.

The expansion campaign ensures strong consumer adoption in new locations by positioning
Eastmatt as the go-to supermarket for affordability and quality.

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2. Customer Loyalty and Stakeholder Engagement
“Building Stronger Communities, One Shopper at a Time”

Eastmatt thrives on customer satisfaction and stakeholder collaboration, fostering long-term

relationships with shoppers, employees, and suppliers.

Key Selling Points:

Personalized Loyalty Programs: Discounts, membership cards, and exclusive offers tailored for
suburban and rural customers.

Employment Opportunities: Prioritizing local hiring to strengthen community relationships and

create economic opportunities.

Supplier and Business Partnerships: Collaborating with local farmers and distributors to ensure
fresh, high-quality stock while boosting local businesses.

This approach makes Eastmatt not just a supermarket but a trusted community partner,
reinforcing loyalty among customers and stakeholders.

3. Supply Chain and Logistics Adaptation

“Fresh Products, Seamless Delivery—Wherever You Are”

Efficient logistics and inventory management set Eastmatt apart in its expansion, ensuring
consistent stock availability while keeping operations cost-effective.

Key Selling Points:

Optimized Regional Warehousing: Establishing storage hubs to reduce transportation delays and
maintain inventory efficiency.

Technology-Driven Inventory Management: Using automated tracking and data-driven demand

forecasting to prevent stockouts and minimize waste.

Local Supplier Integration: Partnering with regional farmers and producers to ensure fresh
supplies while reducing transportation costs.

Eastmatt guarantees reliable, efficient stock replenishment, ensuring customers never experience
shortages in new supermarket locations.

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ii) Mission statement/purpose
Eastmatt Supermarket is committed to seamless expansion beyond major cities while
maintaining its brand reputation, customer trust, and operational efficiency. This plan aims to
strategically integrate Eastmatt into suburban and rural markets, ensuring that local communities
have access to affordable, high-quality products while reinforcing the supermarket’s standing as
a reliable and customer-focused retailer.

This mission is aligned with the following three thematic areas:

1. Brand Awareness and Advertising

Eastmatt seeks to position itself as the preferred supermarket in new locations through targeted
marketing campaigns, strategic promotions, and community-based branding initiatives. The plan
will focus on engaging prospective customers, ensuring they recognize and trust the Eastmatt
brand.

2. Customer Loyalty and Stakeholder Engagement

Building strong, long-lasting relationships with customers, employees, and business partners is
essential for success. Eastmatt will create personalized loyalty programs, foster community
partnerships, and strengthen supplier collaborations to enhance customer retention and
stakeholder trust.

3. Supply Chain and Logistics Adaptation

To maintain consistent product availability in new locations, Eastmatt will optimize its logistics
framework, expand distribution networks, and integrate local sourcing strategies. This will
ensure efficient stock management, cost-effectiveness, and smooth operations, reinforcing the
supermarket’s reliability.

Through strategic communication, stakeholder collaboration, and efficient supply chain

management, Eastmatt Supermarket aims to establish itself as a trusted retail partner in every
new community it enters.

iii) The executive strategy/methods/tactics

Eastmatt Supermarket’s expansion into suburban and rural areas requires a structured executive
strategy aligned with the three thematic areas: Brand Awareness and Advertising, Customer
Loyalty and Stakeholder Engagement, and Supply Chain and Logistics Adaptation. The
following methods and tactics ensure a successful transition into new markets.

33
1. Brand Awareness and Advertising
Executive Strategy:
Positioning Eastmatt as the leading supermarket in new locations through targeted marketing
campaigns, strategic promotions, and community-based branding initiatives.

Methods
Localizing Marketing Campaigns by developing radio, billboard, and digital promotions tailored
to suburban and rural audiences.

Conducting community engagement events by sponsoring local events, product giveaways, and
partnerships to build trust and recognition.

Influencer use and digital branding by collaborating with local influencers and business leaders
to advocate for Eastmatt’s presence.

Tactics
Launching geo-targeted social media ads to introduce Eastmatt to new customers.

Implementing first-time shopping discounts to encourage trial purchases.

Organizing grand opening events with promotional offers to attract foot traffic.

2. Customer Loyalty and Stakeholder Engagement

Executive Strategy
Developing long-lasting relationships with customers, employees, and business stakeholders to
reinforce Eastmatt’s credibility and customer retention.

Methods
Implementing Loyalty Programs and Membership Benefits by introducing discount cards,
redeemable points, and seasonal promotions to encourage repeat customers.

Stakeholder Collaboration and Local Business Partnerships by building partnerships with local
suppliers, farmers, and business owners to strengthen trust.

Conducting employee training and workplace integration by ensuring new hires receive training
aligned with Eastmatt’s service standards.

Tactics
Implementing customer feedback mechanisms such as surveys and suggestion boxes.

34
Deploying customer service desks dedicated to educating new shoppers about Eastmatt’s
offerings.

Organizing stakeholder forums to engage local suppliers and community leaders.

3. Supply Chain and Logistics Adaptation

Executive Strategy:
Ensuring efficient supply chain operations and product availability in new stores while
optimizing transportation and inventory management.

Methods:
Expanding Warehouse and Distribution Networks by establishing regional distribution centers to
serve suburban and rural locations more effectively.

Optimizing Transportation Routes and Logistics Efficiency by developing cost-effective

transport models, including direct delivery networks.

Product Localization and Inventory Management by adjusting product selection based on

regional consumption trends to match local preferences.

Tactics
Partnering with local farmers and suppliers to ensure fresh, high-quality stock.

Utilizing automated stock monitoring and demand forecasting tools to prevent shortages.

Implementing regional warehousing solutions to streamline inventory distribution.

Step 6: Timeline for communication plan strategies

Phase Activity Duratio Key Messages Target Communicatio
n Audience n Channels
Market Conduct 3 months “Understandin Current and Surveys, focus
Research & surveys, g customer potential groups, social
Feasibility analyze needs for a customers, media polls, in-
Study competitors, better market store feedback.
assess shopping analysts.
consumer experience.”
preferences.

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Brand Launch 6 months “Your trusted Local Social media
Awareness & digital ads, supermarket, community, ads, influencer
Marketing engage now in your potential marketing, local
Strategy influencers, neighborhood. customers, radio/newspaper
develop ” media ads, billboards.
localized partners.
promotions.
Stakeholder Establish 4 months “Supporting Local Stakeholder
Engagement supplier local suppliers, forums,
& agreements, businesses and distributors, business
Partnerships collaborate growing business networking
with local together.” partners, events, direct
communities government partnerships.
. agencies.
Infrastructur Secure 6 months “A modern Customers, Press releases,
e locations, shopping investors, investor reports,
Development finalize store experience regulatory corporate
designs, set closer to you.” bodies. events.
up logistics
hubs.
Employee Hire new Ongoing “Empowering Job seekers, Job portals,
Recruitment staff, communities new recruitment
& Training conduct through employees, fairs, employee
orientation employment.” HR workshops,
and professionals internal
customer . communications
service .
training.

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 Supply Chain Implement 5 months “Always Suppliers, Direct supplier
Optimization inventory stocked, logistics agreements,
tracking, always fresh.” partners, logistics
partner with store meetings,
transport managers. internal
providers. management
reports.
Pre-Launch Grand 2 months “Grand Local Flyers, social
Promotional opening opening! community, media, radio
Campaign event Exclusive first-time ads, SMS
planning, deals just for shoppers. marketing.
first-time you.”
shopping
discounts.
Store Launch new Year- “Welcome to a Customers, In-store
Opening & stores, round better employees, promotions,
Operations finalize shopping and local customer
Kickoff processes, experience.” stakeholders. engagement
and ensure activities, and
seamless official launch
operations. events.
Performance Conduct Ongoing “Your Customers, Online surveys,
Measurement customer feedback business customer
& Evaluation feedback makes us partners, feedback forms,
surveys, better.” investors. and sales
track sales performance
metrics. reports.

Table 2. Timelines for communication plan strategies

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Step 7: Designing key messages
To successfully expand into suburban and rural areas, Eastmatt Supermarket must develop clear,
impactful key messages that resonate with its target audiences. These messages should align with
the three thematic areas: Brand Awareness and Advertising, Customer Loyalty and Stakeholder
Engagement, and Supply Chain and Logistics Adaptation.

1. Brand Awareness and Advertising

Core Message: “Your Trusted Supermarket, Now in Your Neighborhood.”

Supporting Messages
Quality and Affordability: “Experience fresh, high-quality products at the best prices.”

Community-Centric Approach: “Eastmatt is here to serve and grow with your community.”

Convenience and Accessibility: “Easier shopping, better savings, and trusted service now closer
to you.”

Communication Strategies
Local radio, billboards, and social media promotions.

Grand opening events and product giveaways.

Influencer endorsements and digital engagement.

2. Customer Loyalty and Stakeholder Engagement

Core Message: “Building Stronger Communities, One Shopper at a Time.”

Supporting Messages
Personalized Shopping Experience: “Our loyalty programs reward you for every purchase.”

Job Creation and Local Business Support: “Empowering communities through employment and
supplier partnerships.”

Customer Satisfaction Commitment: “Your trust matters—Eastmatt is dedicated to serving you

better.”

Communication Strategies
Customer engagement events, surveys, and loyalty program promotions.

Stakeholder forums and local business collaborations.

38
Employee training programs ensure top-notch service.

3. Supply Chain and Logistics Adaptation

Core Message: “Fresh Products, Seamless Delivery—Wherever You Are.”

Supporting Messages
Reliable Stock Availability: “Always stocked, always fresh—ensuring consistency for you.”

Efficient Logistics and Distribution: “Your supermarket, your convenience—quick and reliable
deliveries.”

Local Partnerships: “Sourcing from local suppliers to bring fresh products to your table.”

Communication Strategies
Press releases highlighting supply chain enhancements.

Internal logistics briefings and supplier collaboration meetings.

Customer assurance messages are conveyed through signage, advertisements, and digital
platforms.

By effectively designing and communicating these key messages, Eastmatt Supermarket will
strengthen brand presence, enhance customer engagement, and optimize operational efficiency,
enabling it to successfully expand into suburban and rural markets.

39
SECTION 8: EVALUATION TECHNIQUES FOR EASTMATT SUPERMARKET
EXPANSION.

To ensure the effectiveness of Eastmatt Supermarket’s corporate communication strategy, a

structured evaluation approach is necessary. The evaluation techniques must systematically
assess the campaign’s success in achieving brand awareness, customer loyalty, and supply chain
adaptation.

1. Surveys and Feedback Mechanisms

Purpose: To gather quantitative and qualitative insights from customers, employees, suppliers,
and stakeholders regarding the effectiveness of Eastmatt’s communication and expansion efforts.

Implementation

Customer Satisfaction Surveys: Conduct periodic surveys to measure brand perception,

shopping experience, and service quality in new locations.

Employee Engagement Feedback: Collect insights on training effectiveness, workplace

integration, and service standards to ensure employees align with the brand’s expansion goals.

Stakeholder Interviews: Engage suppliers, logistics partners, and community leaders to gauge
how well Eastmatt is integrating with local businesses.

Key Metrics

Customer awareness and retention rates.

Employee satisfaction and adaptability scores.

Supplier participation and collaboration levels.

2. Media and Digital Analytics

Purpose: To track brand visibility and engagement in Eastmatt’s target markets using media
monitoring and digital analytics tools.

40
Implementation

Social Media Analysis: Monitor engagement rates, mentions, and sentiment analysis on
platforms like Facebook, Instagram, and Twitter.

Website Traffic Insights: Evaluate visitor statistics, including page views, search rankings, and
customer queries on Eastmatt’s website.

Media Coverage Reports: Track news articles, press releases, and local advertisements to
determine Eastmatt’s media presence.

Key Metrics

Growth in social media followers and engagement levels.

Increase in website traffic and online inquiries.

Media coverage frequency and tone (positive/negative).

3. Sales and Performance Metrics

Purpose: To assess the financial impact of the expansion campaign and determine if growth
targets are being met.

Implementation

Sales Data Analysis: Compare revenue trends in newly opened stores against projected goals.

Customer Acquisition and Retention Rates: Track first-time visitors and repeat customers to
gauge brand loyalty.

Promotional Campaign ROI: Measure the effectiveness of discounts, loyalty programs, and
marketing offers in attracting customers.

Key Metrics

Monthly and quarterly revenue increases.

41
Growth in loyalty program enrollments.

Conversion rates of promotional campaigns.

4. Operational and Logistics Efficiency Review

Purpose

To determine the effectiveness of supply chain adaptations in serving expanded retail locations.

Implementation

Inventory Management Assessment: Evaluate product availability, stock replenishment rates,

and waste reduction strategies.

Supplier and Logistics Partnerships: Analyze delivery timelines and cost efficiencies in
distribution networks.

Regional Warehouse Utilization: Measure the impact of new warehouse setups on store
performance.

Key Metrics

Reduction in out-of-stock occurrences.

Improved delivery efficiency and cost savings.

Enhanced supplier reliability in new locations.

5. Brand Perception and Community Engagement Impact

Purpose:

To assess how well Eastmatt is integrating into local communities and building trust in new
markets.

42
Implementation

Community Outreach Surveys: Gather feedback from customers about Eastmatt’s involvement
in local activities.

Loyalty Program Participation Metrics: Analyze sign-ups for reward systems and repeat
customer incentives.

Public Sentiment Monitoring: Conduct social listening and engagement tracking across digital
and offline touchpoints.

Key Metrics

Increase in community engagement event participation.

Loyalty program enrollment rates in newly established locations.

Customer sentiment analysis in online and in-store interactions.

43
Step 9: Creating and executing the action plan and assigning roles to team members.

To ensure the successful implementation of Eastmatt Supermarket’s expansion, structured

execution of the action plan and clear role assignments are crucial. This step integrates strategic
planning across the three thematic areas.

I. Executing the Action Plan

i). Conducting Market Research and Expansion Feasibility Studies

Evaluating consumer shopping preferences and demand trends in suburban and rural areas.

Analyzing competitor presence, pricing strategies, and customer engagement models in new
locations.

Identifying strategic locations for store openings based on population density and accessibility.

ii). Brand Awareness and Advertising Execution

Launching localized digital and traditional advertising campaigns, including radio, billboards,
and social media ads.

Organizing community engagement events such as product giveaways and sponsorships to

enhance visibility.

Establishing partnerships with local influencers and businesses to strengthen brand credibility.

iii). Customer Loyalty and Stakeholder Engagement Strategy

Developing customized loyalty programs offering discounts, membership benefits, and exclusive
deals.

Implementing customer service training to ensure employees in new stores maintain Eastmatt’s
service standards.

Hosting stakeholder forums to engage local suppliers, distributors, and business leaders for long-
term collaborations.

44
iv). Supply Chain and Logistics Optimization

Expanding regional distribution hubs to streamline inventory management and minimize

transportation costs.

Partnering with local farmers and suppliers to maintain fresh product availability and
affordability.

Deploying automated stock tracking systems to prevent shortages and optimize inventory flow.

v). Grand Opening and Promotional Launch

Planning store inauguration events to attract customers and establish brand recognition.

Offering first-time shopping incentives, including discounts and loyalty program sign-ups.

Deploying customer engagement ambassadors to educate shoppers on Eastmatt’s unique

offerings.

vi). Performance Measurement and Continuous Feedback Integration

Conducting customer feedback surveys to assess satisfaction and areas for improvement.

Analyzing sales metrics and foot traffic data to refine marketing strategies.

Optimizing store operations based on ongoing insights from employees, suppliers, and logistics
teams.

2. Assigning Roles to Team Members

To ensure seamless execution, key personnel will be assigned responsibilities aligned with
Eastmatt’s expansion strategy:

i). Expansion Strategy Lead – Project Director

Overseeing market research, strategic planning, and execution timelines.

Ensuring all departments align with the overall corporate communication strategy.

45
ii) Marketing and Brand Awareness Team

Developing advertising materials, digital campaigns, and brand positioning strategies.

Coordinating social media promotions and influencer partnerships.

iii). Customer Loyalty and Stakeholder Engagement Team

Implementing loyalty programs and customer service training modules.

Facilitating stakeholder engagement meetings with suppliers and community leaders.

iv). Supply Chain and Logistics Team

Managing warehousing, inventory tracking, and transportation efficiencies.

Ensuring seamless supplier integration and stock replenishment.

v) On-Site Store Operations Managers

Overseeing store performance, customer interactions, and employee management.

Collecting customer feedback and implementing service improvements.

vi). Performance Monitoring and Evaluation Team

Tracking sales growth, foot traffic trends, and customer engagement metrics.

Providing data insights to refine ongoing marketing and logistics operations.

By executing the action plan methodically and assigning clear responsibilities, Eastmatt
Supermarket will successfully expand its operations, strengthen customer relationships, and
optimize logistical efficiency. A well-managed expansion strategy ensures Eastmatt meets local
market demands, enhances brand presence, and builds lasting trust with consumers and
stakeholders.

46
Step 10: Designing and developing an implementation plan /timeframe.

Time Activity Person in Charge Expected Outcome

Schedule
Month 1– Market research, feasibility Research & Strategy Identifying key
3 study, and competitor Team expansion opportunities
analysis & customer insights
Month 4– Brand awareness Marketing & Increased brand
6 campaigns, social media Communications recognition in target
promotions, and influencer Team areas
engagement
Month 7– Customer loyalty program Customer Relations & Strong customer
9 setup and stakeholder Partnership Team retention and supplier
engagement forums partnerships
Month Infrastructure development, Operations & Supply Seamless product
10–12 warehouse setup, and Chain Team availability and
supplier integration inventory management
Month Staff recruitment, employee HR & Store Fully trained staff ready
13–15 training, and store setup Management for launch
Month Pre-launch promotions, Marketing Team & High customer
16–18 advertising, and community Local Ambassadors engagement before store
engagement events opening
Month Grand opening and full Leadership Team & Successful entry into
19–21 operations launch Operations suburban and rural retail
Management markets
Months Performance tracking, Monitoring & Continuous
22–24 customer feedback Evaluation Team improvement in service
collection, and strategy delivery and expansion
refinement success
Table 3.A table showing an implementation plan.

47
Step 11: Evaluating the communication strategy plan.
Effective evaluation of Eastmatt Supermarket’s communication strategy ensures that the
expansion aligns with business goals and successfully engages stakeholders. This evaluation
focuses on measuring success, assessing effectiveness, and identifying areas for improvement.

i) Measuring Success
To assess the success of the communication strategy, both qualitative and quantitative metrics
will be used:

1. Brand Awareness & Advertising Effectiveness

Customer Surveys: Conduct pre- and post-expansion surveys to evaluate brand recall and market
perception in new locations.

Media Coverage Analysis: Track mentions in digital, print, and radio media, assessing the tone
and visibility of Eastmatt’s expansion messaging.

Social Media Engagement: Analyze metrics such as likes, shares, comments, and reach to
measure campaign effectiveness.

2. Customer Loyalty & Stakeholder Engagement Impact

Loyalty Program Enrollment: Monitor growth in customer loyalty sign-ups, tracking repeat
purchases and engagement levels.

Stakeholder Participation: Measure attendance at supplier and community engagement forums,

assessing collaboration strength.

Employee Satisfaction Surveys: Gather feedback on service quality, workplace morale, and
training success in new supermarket locations.

3. Supply Chain & Logistics Efficiency

Inventory Tracking Reports: Assess product availability and stock turnover rates to ensure
supply chain effectiveness.

Distribution Performance Metrics: Measure delivery speed, transport cost reductions, and
warehouse optimization efficiency.

Supplier Feedback Analysis: Evaluate supplier satisfaction with partnership terms, logistical
collaboration, and payment cycles.

48
II). Evaluation Strategy

1. Data Collection Methods

Surveys and feedback mechanisms for customers, employees, and suppliers.

Digital analytics tools (Google Analytics, CRM insights, social media monitoring).

Internal reports on inventory, supplier performance, and sales metrics.

2. Key Performance Indicators (KPIs)

Communication Goal Performance Indicator Measurement Method

Increase brand awareness Growth in social media Social media analytics,
engagement & media mentions media coverage reports
Improve customer loyalty Rise in loyalty program enrollment Customer purchase data,
& repeat purchases survey feedback
Optimize logistics Reduction in delivery delays & Supply chain tracking
efficiency transport costs reports
Strengthen stakeholder Higher participation in supplier Event attendance records,
relationships forums & engagement programs supplier surveys
Table 4: Key performance indicators table

3. Adjustments for Future Strategy

Refining advertising campaigns based on customer response data.

Enhancing logistics coordination to minimize supply chain disruptions.

Strengthening stakeholder partnerships through tailored engagement programs.

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 Budget Category Description Responsible Team Budget
(KES)
Market Research Conduct demand analysis, Research & Strategy 700,000
& Feasibility competitor benchmarking, Team
Studies and location scouting
Brand Awareness Execute digital marketing, Marketing & 1,500,000
& Advertising billboards, influencer Communications
partnerships, and local Team
promotions
Customer Loyalty Develop rewards system, Customer Relations 800,000
Programs enroll members, and launch Team
engagement initiatives
Stakeholder Organize supplier Corporate Strategy 600,000
Engagement partnerships, community Team
Forums forums, and collaboration
meetings
Infrastructure Set up new store locations, Operations & Store 2,500,000
Development renovate facilities, and Setup Team
implement branding elements
Employee Hire staff for new locations, HR & Training 1,200,000
Recruitment & conduct customer service Team
Training training programs
Supply Chain Expand warehouse facilities, Logistics & 1,700,000
Optimization integrate logistics tracking Procurement Team
systems
Grand Opening Host launch events, offer Marketing & Events 900,000
Events & discounts, and execute PR Team
Promotions initiatives
Performance Track expansion success Monitoring & 500,000
Monitoring & through surveys, KPI Evaluation Team
Evaluation analysis, and market
performance reviews
Total Budget 10,400,000
KES

Table 5: Implementation plan table

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PART B: EVALUATION REPORT

Step 1: Determining what to evaluate.

A structured evaluation approach must be applied to assess the effectiveness of Eastmatt
Supermarket’s corporate communication and expansion strategy. This step ensures that brand
awareness, customer engagement, supply chain efficiency, and stakeholder trust are properly
measured.

1. Brand Awareness and Advertising

Key Focus Areas
Has Eastmatt successfully increased brand recognition in new suburban and rural markets?

Has the advertising strategy effectively communicated the supermarket’s affordability, product
variety, and accessibility?

Did promotional efforts such as digital ads, influencer marketing, and grand opening events
create high customer engagement?

Evaluation Methods
Market Perception Surveys – Collecting feedback from residents in new expansion areas.

Social Media Analytics – Tracking engagement on posts, ads, and digital outreach efforts.

Media Monitoring – Assessing news coverage, press releases, and brand mentions.

Key Metrics
Increase in brand recall and positive customer sentiment.

Growth in digital and offline engagement.

Volume of earned media coverage.

2. Customer Loyalty and Stakeholder Engagement

Key Focus Areas:
Has Eastmatt strengthened long-term customer relationships through loyalty programs?

Are local suppliers and stakeholders actively engaged in the expansion?

Have employees in new locations adapted to Eastmatt’s customer service standards?

Evaluation Methods:
Loyalty Program Tracking – Measuring enrollment rates and redemption activity.

51
Customer Feedback Surveys – Assessing satisfaction with promotions and store experience.

Stakeholder Meetings & Supplier Feedback – Gauging effectiveness of partnerships.

Key Metrics
Increase in loyalty program participation and repeat purchases.

High satisfaction ratings in customer feedback reports.

Strengthened partnerships with local suppliers.

3. Supply Chain and Logistics Adaptation

Key Focus Areas
Has Eastmatt successfully adjusted inventory and delivery systems for new stores?

Have supply chain disruptions been minimized in expansion areas?

Is Eastmatt’s regional warehousing strategy improving efficiency?

Evaluation Methods
Inventory Analysis Reports – Tracking stock levels and replenishment rates.

Logistics Performance Tracking – Measuring delivery timelines and transportation costs.

Supplier and Distribution Feedback – Assessing the reliability and adaptability of the supply
chain.

Key Metrics
Reduction in stock shortages and delivery delays.

Improved warehouse and distribution efficiency.

Enhanced supplier collaboration for streamlined operations.

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Step 2: Defining the Goal for Evaluation of Eastmatt Supermarket Expansion
1. Brand Awareness and Advertising
Goal
To evaluate whether Eastmatt’s marketing campaigns increased brand recognition and
engagement in new locations.

To determine the impact of advertising and promotional strategies on customer awareness and
store foot traffic.

Measurement Methods
Doing surveys and Brand Recall Tests: Conducting pre- and post-expansion market research.

Media Coverage and Digital Analytics: Tracking social media reach, engagement metrics, and
advertising impressions.

2. Customer Loyalty and Stakeholder Engagement

Goal

To assess the success of loyalty programs, community engagement initiatives, and supplier
partnerships in new markets.

To measure customer retention and stakeholder satisfaction to ensure long-term brand loyalty.

Measurement Methods
Conducting customer Feedback Surveys to measure satisfaction and retention rates.

Having stakeholder Engagement Reports to track supplier partnerships and employee adaptation
to expansion efforts.

3. Supply Chain and Logistics Adaptation

Goal

To evaluate whether inventory management and distribution networks effectively supported store
operations in new locations.

Measurement Methods
Logistics Performance Tracking: Reviewing stock turnover rates and warehouse distribution
efficiency.

Supplier and Transport Feedback: Assessing the reliability and timeliness of product deliveries.

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Step 3: Objectives for evaluation
To effectively assess the success of Eastmatt Supermarket’s expansion strategy, the evaluation
must focus on measuring impact, identifying areas for improvement, and refining future
strategies. The following objectives ensure alignment with the three thematic areas:

1. Brand Awareness and Advertising Evaluation Objectives

Measuring brand visibility in suburban and rural markets to determine how well the
supermarket’s advertising campaigns have penetrated new regions.

Assessing the effectiveness of promotional channels, including billboards, digital marketing,

local radio ads, and influencer collaborations.

Determining customer engagement levels with advertising materials across social media,
traditional marketing, and in-store promotions.

Key Measurement Metrics

Increase in brand recall and recognition from customer surveys.

Growth in social media interactions (likes, shares, comments, and ad reach).

Performance of advertising conversion rates (click-through rates, store visits from promotions).

2. Customer Loyalty and Stakeholder Engagement Evaluation Objectives

Analyzing retention rates of newly acquired customers to gauge repeat purchases and loyalty
program effectiveness.

Measuring stakeholder collaboration strength, including partnerships with suppliers and local
business communities.

Evaluating employee engagement levels, ensuring proper training, and integration for
maintaining high customer service standards.

Key Measurement Metrics

An increase in loyalty program enrollments among shoppers.

Growth in stakeholder participation through partnership agreements and supplier feedback.

Employee feedback surveys indicate service quality and adaptation success.

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3. Supply Chain and Logistics Adaptation Evaluation Objectives
Assessing the efficiency of inventory management by tracking stock levels and product
availability in new stores.

Evaluating supply chain performance, including warehouse logistics and transportation

optimization.

Determining delivery reliability by analyzing shipment timelines and supply chain disruptions.

Key Measurement Metrics

Reduction in stock shortages and delays in new locations.

Improvements in warehouse distribution efficiency.

Supplier and transport performance ratings based on operational data.

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STEP 4: Identifying the audience for evaluation
To ensure effective assessment of Eastmatt Supermarket’s expansion strategy, evaluation must
focus on the key stakeholders impacted by brand awareness, customer loyalty, and supply chain
adaptation. Identifying the right evaluation audience allows Eastmatt to gather valuable insights,
refine operations, and enhance engagement strategies.

1. Customers (Existing and New Shoppers)

Why They Matter
They provide firsthand feedback on shopping experience, brand recognition, and promotional
effectiveness.

Their purchase behavior and loyalty program engagement determine expansion success.

Evaluation Methods
Conducting customer satisfaction surveys on affordability, product variety, and service quality.

Foot traffic analysis measuring store visits before and after expansion.

Social media sentiment tracking to assess public perception of Eastmatt’s presence in new areas.

2. Employees and Store Managers

Why They Matter
They ensure seamless operations, customer service quality, and employee satisfaction.

Their feedback helps evaluate training effectiveness and workplace adaptation.

Evaluation Methods
Employee engagement surveys track morale and training impact.

Operational efficiency reports measure store performance in new locations.

Internal communication effectiveness assessment regarding corporate messaging.

3. Local Suppliers and Logistics Partners

Why They Matter
They influence inventory consistency, product availability, and distribution efficiency.

Their collaboration ensures cost-effective and timely supply chain operations.

Evaluation Methods
Supplier feedback surveys on collaboration effectiveness and payment systems.

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Delivery performance tracking, analyzing transportation timelines, and warehouse efficiency.

Stock replenishment reports assessing supplier reliability.

4. Community Leaders and Business Partners

Why They Matter
They determine Eastmatt’s integration into local markets and community engagement efforts.

Their support fosters positive brand positioning and long-term partnerships.

Evaluation Methods:
Stakeholder engagement forums assessing trust and collaboration success.

Local business impact analysis measures the expansion’s economic contribution.

Corporate social responsibility (CSR) project evaluations gauging Eastmatt’s contribution to

local communities.

5. Corporate Leadership and Investors

Why They Matter
They oversee strategic alignment, financial performance, and long-term sustainability.

Their decisions shape future growth, resource allocation, and brand positioning.

Evaluation Methods
Financial performance reports track sales revenue and ROI.

Strategic review meetings ensure alignment with expansion goals.

Investor briefings analyze growth potential and market penetration success.

Step 5: Establishing the Baseline Channel of Communication for Evaluation.

To ensure effective measurement of Eastmatt Supermarket’s expansion success, a baseline

communication framework must be established. This framework helps track performance across
brand awareness, customer loyalty, and supply chain adaptation, providing data for comparison
before and after implementation.

1. Internal Communication Channels

Purpose: To facilitate consistent messaging, operational alignment, and stakeholder engagement

among employees, suppliers, and management.

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Baseline Channels

Internal Reports & Briefings: Weekly store performance updates for management.

Employee Training & Onboarding Materials: Documents outlining customer service and supply
chain procedures.

Supplier Meetings & Logistics Coordination Sessions: Regular discussions on inventory

management and delivery optimization.

Evaluation Metrics

Employee engagement levels in training and feedback sessions.

Supplier participation in logistics planning discussions.

Accuracy of internal reporting and implementation timelines.

2. Digital & Traditional Marketing Channels

Purpose: To ensure brand visibility and customer engagement through strategic communication
efforts.

Baseline Channels

Website and E-Commerce Platform: Track customer inquiries and online shopping trends.

Social Media Advertising (Facebook, Instagram, Twitter): For measuring engagement before and
after expansion campaigns.

Billboards, Flyers, and Radio Ads: Assess local community awareness and response.

Evaluation Metrics

Growth in website traffic and digital conversions.

Increase in social media interactions and customer feedback.

Effectiveness of physical marketing materials in attracting new customers.

3. Customer Engagement Channels

Purpose: To monitor customer responses, satisfaction levels, and retention trends through direct
communication.

Baseline Channels

58
Customer Satisfaction Surveys for collecting insights on the shopping experience before
expansion.

Loyalty Program Enrollment Rates: To track sign-ups before new store openings.

In-Store Feedback Mechanisms: Suggestion boxes and real-time reviews.

Evaluation Metrics

Percentage increase in repeat purchases and loyalty program participation.

Customer sentiment analysis from feedback forms and online reviews.

Comparison of pre-expansion and post-expansion customer retention rates.

4. Supply Chain and Logistics Tracking Systems

Purpose: To ensure efficient product availability and inventory management during expansion.

Baseline Channels

Warehouse Inventory Tracking Reports for monitoring stock levels before expansion.

Supplier and Transport Logistics Dashboards: Assess delivery performance pre-launch.

Real-Time Supply Chain Monitoring Software: Establish baseline delivery timelines and costs.

Evaluation Metrics

Reduction in delivery delays and stock shortages.

Increased efficiency in warehouse management and product distribution.

Optimized supplier collaboration and order fulfillment accuracy.

Step 6: Posing Evaluation Questions.

To ensure a comprehensive assessment of Eastmatt Supermarket’s expansion strategy, targeted

evaluation questions must be posed. These questions focus on brand awareness, customer
loyalty, stakeholder engagement, and supply chain efficiency.

1. Brand Awareness and Advertising

Objective: To measure the effectiveness of advertising, promotional campaigns, and public

perception in new markets.

59
Key Questions

How well has Eastmatt’s brand presence been established in suburban and rural areas?

Did customers engage with promotional materials such as social media ads, billboards, radio
campaigns, and influencer partnerships?

Has brand recall and recognition increased among new consumers since expansion?

Were the chosen communication channels effective in reaching Eastmatt’s target audience?

2. Customer Loyalty and Stakeholder Engagement

Objective: To evaluate the success of customer retention, loyalty programs, and supplier
relationships.

Key Questions

Did the expansion improve customer loyalty and repeat purchases?

How effective were Eastmatt’s loyalty programs and membership benefits in driving
engagement?

Were suppliers and business stakeholders satisfied with their collaboration in the new markets?

Did employees in the new stores receive adequate training and onboarding support?

3. Supply Chain and Logistics Adaptation

Objective: To assess the efficiency of inventory management, transportation networks, and

supplier partnerships.

Key Questions

Were stock levels maintained consistently in newly opened supermarkets?

Did Eastmatt’s regional warehouse expansion optimize delivery speed and cost efficiency?

Have supply chain disruptions been minimized since the expansion?

Were logistics adjustments successful in ensuring timely product availability?

4. Overall Expansion Impact

Objective: To measure the long-term business outcomes of Eastmatt’s market growth strategy.

60
Key Questions

Did the expansion contribute to higher revenue and market share in new regions?

Were the strategic goals of the expansion met according to original projections?

How has the expansion impacted Eastmatt’s overall brand reputation and customer satisfaction?

What lessons can be learned to improve future expansion efforts?

Step 7: Drafting the Measurements

To accurately assess the success of Eastmatt Supermarket’s expansion strategy, precise

measurement frameworks must be established. These will quantify the effectiveness of brand
awareness efforts, customer loyalty initiatives, stakeholder engagement, and supply chain
efficiency.

1. Measuring Brand Awareness and Advertising Impact

Objective: To evaluate how well Eastmatt has penetrated new markets and improved visibility.

Key Metrics

Increase in brand recall – Conducting customer surveys comparing pre- and post-expansion
awareness levels.

Growth in social media engagement – Tracking likes, shares, comments, and campaign reach.

Effectiveness of media coverage – Number of positive mentions in newspapers, radio, and digital
outlets.

Advertising conversion rate – Click-through rates from promotional campaigns leading to store
visits.

Data Collection Methods

Consumer brand perception surveys conducted before and after expansion.

Social media analytics (Facebook Ads, Instagram Insights, etc.).

Press monitoring tools tracking media coverage and public sentiment analysis.

2. Measuring Customer Loyalty and Stakeholder Engagement

Objective: To assess whether Eastmatt’s expansion strengthened customer retention and

stakeholder relationships.

61
Key Metrics

Increase in loyalty program enrollments – Number of new members signing up for rewards
programs.

Customer retention rate – Percentage of repeat shoppers in new stores.

Stakeholder engagement success – Growth in supplier partnerships and distributor satisfaction.

Employee adaptation effectiveness – Staff training evaluation scores and customer service
ratings.

Data Collection Methods

Loyalty program analytics tracking membership growth and usage rates.

Customer satisfaction surveys focusing on shopping experience in new locations.

Stakeholder collaboration reports assessing supplier participation and engagement levels.

Employee feedback mechanisms (staff surveys, performance reviews, and service audits).

3. Measuring Supply Chain and Logistics Adaptation

Objective: To ensure expansion areas have consistent stock availability, optimized logistics
operations, and minimal disruptions.

Key Metrics

Stock replenishment efficiency – Frequency of inventory restocking in new supermarkets.

Supply chain cost-effectiveness – Changes in distribution costs per store after expansion.

Logistics performance rates – Speed and accuracy of deliveries to new stores.

Supplier reliability – Percentage of timely and fulfilled orders from suppliers.

Data Collection Methods

Inventory tracking reports comparing stock levels before and after expansion.

Warehouse optimization assessments measuring logistics cost reductions.

Supplier feedback surveys evaluating delivery reliability and sourcing efficiency.

4. Measuring Overall Expansion Success

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Objective: To determine the long-term impact of expansion on Eastmatt’s financial performance
and market position.

Key Metrics

Sales growth in expansion areas – Monthly revenue increases after store openings.

Market share improvement – Comparison of Eastmatt’s positioning against competitors.

Customer satisfaction index – Ratings of shopping experience and service standards.

Return on investment (ROI) calculations – Financial performance vs. expansion costs.

Data Collection Methods

Revenue reports tracking sales performance.

Competitor analysis reports comparing market standing.

Customer sentiment surveys assess overall satisfaction levels.

Financial statements evaluating ROI and profitability metrics.

Impact
Thematic Objectiv Inputs Outputs Outtakes outcomes
areas es
Brand Increase Investment - Launch of - Higher -Expanded Establishme
Awarenes brand in localized customer customer nt of brand
s& recogniti billboards, marketing engagemen base and dominance
Advertisi on by radio ads, campaigns, t through increased in suburban
ng 30% in and digital including promotions brand and rural
expansio marketing. targeted . recognitio markets.
n areas Partnership digital and Increased n. Stronger Improved
with local print ads. brand recall positioning long-term
influencers Execution among against customer
and business of grand suburban local and acquisition
communitie opening and rural national and
s. events with shoppers. competitor retention.
Developmen special More social s. Consistently
t of geo- promotions. media Higher high brand
targeted Placement interactions conversion awareness
promotional of strategic and rates of and
campaigns. advertiseme community brand customer
nts across awareness. awareness

63
 Engagement traditional Enhanced into loyalty in
with local and digital brand customer new areas.
media platforms. credibility purchases. Greater
outlets for Community through Increased competitive
brand partnership local market advantage
coverage. s and endorseme penetration through
Social sponsorship nts. and strong brand
media of local Stronger audience presence.
advertiseme events to media engageme
nts are enhance coverage nt
targeted at visibility. and organic
suburban brand
and rural reach.
consumers.
Customer Strength Developmen - Growth in - Higher Long-term Strengthene
Loyalty en t of loyalty loyalty repeat customer d
& customer programs sign-ups customer relationshi stakeholder
Stakehold retention with and active retention ps leading confidence
er and exclusive customer and active to repeat ensuring
Engagem stakehol customer participatio brand purchases long-term
ent der trust discounts. n in reward participatio and brand collaboratio
Supplier programs. n. Greater advocacy. n.
engagement Establishm supplier Establishe Solidified
forums and ent of long- collaboratio d strong brand
collaboratio term n and supplier loyalty
n supplier efficient networks, among
agreements. agreements inventory ensuring shoppers
Employee to ensure replenishm quality and through
training and consistent ent. efficiency. personalized
onboarding inventory Improved Highly service.
programs flow. employee motivated Improved
focused on Execution satisfaction employees customer
customer of and delivering retention
service employee stronger exceptiona and word-
excellence training workplace l customer of-mouth
Community sessions for culture. experience brand
outreach service Increased s promotion.
initiatives excellence. stakeholder Enhanced Greater
and Hosting trust and stakeholde investment
partnerships. community loyalty to r attraction
Strengthene engagement the partnership due to strong
d employee events to supermarke s business-
engagement build t. supporting community
programs to relationship business relationships
ensure s with local sustainabil .
workforce ity.

64
 alignment stakeholder
with s.
expansion
goals.
Supply Optimize Expansion Efficient Reduced Fully Increased
Chain & inventor of inventory delivery streamline profitability
Logistics y and warehouse managemen delays d supply through
Adaptatio logistics infrastructur t, reducing ensuring chain supply chain
n for e to support stock faster operations. optimization
expansio new stores. shortages. product Cost- .
n Implementat Seamless availability. effective Higher
ion of product Improved inventory operational
supply chain availability inventory manageme efficiency
automation in new replenishm nt ensuring with reduced
for locations. ent reduced logistics
inventory Enhanced accuracy waste. expenses.
tracking. supplier and supply Optimized Stronger
Refinement coordinatio consistency distributio supplier
of n for timely . n reliability
transportatio stock Strengthene efficiency and
n networks replenishm d supplier lowering improved
to ensure ent reliability overall product
timely Minimized through operational availability.
deliveries distribution structured expenses. Sustained
strengthenin inefficienci partnership Reliable market
g supplier es through s. Lower product competitiven
partnerships optimized logistical availability ess due to
for local transport costs enhances seamless
sourcing. routes. through customer inventory
Adoption of optimized satisfactio flow
data-driven transport n.
logistics networks.
planning for
efficiency
optimization
.

Table 6: Table of inputs, outputs, outtakes, outcomes, and impacts

65
Step 8: Selecting the Evaluation Techniques
1. Surveys and Feedback Mechanisms
Purpose: To collect customer, employee, and stakeholder perceptions regarding the effectiveness
of the expansion efforts.

Methods
Customer Satisfaction Surveys: Conducting pre- and post-expansion surveys to gauge brand
recognition, shopping experience, and customer service quality.

Employee Engagement Feedback: Gathering insights on training effectiveness, workplace

adaptation, and employee morale.

Stakeholder Interviews: Assessing supplier and distributor satisfaction regarding the expansion’s
impact on partnerships and inventory flow.

Key Metrics
Percentage increase in customer awareness of Eastmatt Supermarket.

Improvement in employee engagement and service quality ratings.

Strength of supplier relationships based on survey feedback.

2. Digital and Media Analytics

Purpose: To monitor brand visibility, campaign engagement, and digital interactions related to
Eastmatt’s expansion.

Methods:
Social Media Tracking: Measuring engagement rates, sentiment analysis, and customer
interactions on digital platforms.

Website Traffic Insights: Evaluating customer inquiries and online store visits linked to
expansion locations.

Media Coverage Reports: Analyzing news articles, PR mentions, and influencer outreach
effectiveness.

Key Metrics
Growth in social media audience and engagement rates.

Increase in website traffic and customer inquiries in expansion areas.

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Number of positive media mentions and public sentiment shifts.

3. Sales and Performance Metrics

Purpose: To evaluate the financial impact and customer response following store openings.

Methods
Sales Data Analysis: Comparing revenue trends in new stores against projections.

Customer Acquisition and Retention Rates: Tracking first-time visitors and repeat purchases.

Promotional Campaign ROI: Assessing discount program effectiveness and conversion rates.

Key Metrics
Percentage increase in monthly and quarterly sales revenue.

Growth in loyalty program enrollments and customer retention.

Conversion rate of promotional campaigns into long-term buyers.

4. Supply Chain and Logistics Efficiency Review

Purpose: To assess inventory management, transportation effectiveness, and warehouse
expansion success.

Methods
Inventory Monitoring: Tracking product availability and replenishment success.

Supplier and Logistics Reports: Analyzing delivery timelines and distribution performance.

Regional Warehousing Utilization: Evaluating the effectiveness of new storage facilities in

supporting suburban and rural stores.

Key Metrics
Reduction in out-of-stock occurrences and delivery delays.

Improvements in warehouse storage optimization and supplier performance.

Cost-effectiveness of transportation networks in delivering stock.

5. Community Engagement and Customer Relations Assessment

Purpose: To measure how well Eastmatt integrates with local communities and builds trust with
new customers.

67
Methods
Community Outreach Surveys: Collecting feedback on supermarket involvement in local
activities.

Loyalty Program Participation Metrics: Tracking repeat purchases and program sign-ups.

Public Sentiment Monitoring: Using sentiment analysis tools to monitor online and offline
customer reactions.

Key Metrics:
Increase in community event participation and awareness.

Loyalty program growth in new stores.

Improvement in customer sentiment and positive reviews.

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STEP 9: THE BUDGET

A structured budget ensures that evaluation processes for Eastmatt Supermarket’s expansion are
well-funded, allowing for accurate data collection, analysis, and strategy refinement. Below is
the detailed budget plan for the evaluation phase.

Item/Activity Description Responsible Party Budget

(Ksh)
Market Research Conduct customer, employee, Research & Strategy 500,000
& Surveys and supplier satisfaction Team
surveys
Digital Analytics Monitor website traffic, social Marketing & 400,000
Tracking media engagement, and Communications
sentiment analysis Team
Sales & Evaluate financial impact, Finance & Business 700,000
Performance Data revenue trends, and store Intelligence Team
Analysis performance
Supply Chain Assess inventory management, Operations & 600,000
Efficiency Review warehouse operations, and Logistics Team
transport efficiency
Stakeholder Conduct supplier, business Corporate Strategy & 450,000
Engagement partner, and employee Relations
Evaluation interviews
Community Measure customer PR & Community 500,000
Impact Assessment engagement, CSR initiatives, Relations Team
and brand perception
Reporting & Compile findings into Performance 350,000
Documentation structured reports for strategic Monitoring Team
planning
Project Ensure smooth execution of Executive Oversight 300,000
Management & the evaluation process Team
Oversight
Total Budget Kshs
4,300,000

Table 7: Budget allocation for Communication Strategy Evaluation

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 REFERENCES

 Harvard Business Review (2024). Measuring Business Expansion Success Through KPIs and
Performance Analytics.

 Balanced Scorecard Institute (2023). Retail Strategy Optimization and Corporate Growth
Metrics.

 Neely, A., Adams, C., & Kennerley, M. (2022). Performance Measurement: Evaluating
Business Impact and Market Penetration. Cambridge University Press.

 Nielsen Consumer Insights Report (2024). Retail Expansion Trends and Brand Awareness
Analysis.

 McKinsey & Company (2023). Retail Industry Growth Strategies and Consumer Behavior
Patterns.

 Bain & Company (2022). Effective Market Entry Strategies for Supermarkets and Grocery
Chains.

 Chopra, S., & Meindl, P. (2022). Supply Chain Management: Strategy, Planning, and
Operation. Pearson Education.

 Logistics Optimization Reports (2023). Warehouse Management and Transportation Efficiency

in Retail Expansion. International Logistics Journal.

 Lambert, D. M., & Cooper, M. C. (2021). Supply Chain Partnerships: Enhancing Distribution
Networks and Supplier Relationships. Supply Chain Management Journal

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