1.

0 Executive Summary
Jayel Jem Services is a company registered for mainly online sales and distribution of fashion
items like clothes among others to satisfy the growing demand for top notch fashion accessories
among the youth especially selling to both men and women. This Company is preparing to
launch a new a line of services in addition to what they already do called Jayel Courier.

Although market for dispatch and delivery services is maturing, Jayel Courier will be positioned
by the slogan “Excellence and Reliability”—indicating that the brand offers more in terms of
customer satisfaction, attractive offers and benefits at a competitive price. Jayel Jem Services
is taking advantage of its existing experience and brand equity among its loyal customer base
of people especially the youth who patronize its clothes and other fashion products to introduce
this new service line. Jayel Courier is looking at targeting this same youth who already buys
from them, but had to outsource the product delivery services to other dispatch companies in
order for the items to reach the customers. Jayel Courier seeks to target other online shop owners
who use this dispatch riders as means to get the product to the customers after the orders are
made on their websites or social media market page.

Lastly, they seek to sign on startup companies who also use the services of delivery companies
to deliver and pick up documents of their clients. The primary marketing objective is to achieve
first-year sales of GH¢ 237,600, roughly 1 percent of the enhanced dispatch and delivery
market. Based on this market share goal, the company expects to make more than 47,520
deliveries in the first year and break even in the latter part of the period.

2.0 The Challenge

Founded in 2014, the Jayel Jem Services found success primarily by selling and distributing
branded African prints shoes and bags which at that time was an emerging trend in the fashion
industry. This became their niche which was tagged as “MJ Shotos”. Its unique design of shoes
and bags hit the markets of university campuses with variety of designs in bags, shoes, sandals
and branded jewelry to match. A year later, Jayel Jem services brand introduced the sales of
human hair weaves and other hair accessory dubbed Jayel Capelli which also became a success
because of the durability feature of the hair brand sold by them. In 2017, it ventured into sale
of bridal wears and wedding accessories which also became a success following the customer
base and reviews it received from customers in the beginning.
The Jayel brand has grown its business every year since it was founded. In the most recent year,
it achieved GH¢150,000 in revenue and net profits of GH¢100,000. As part of its future growth
strategy, Jayel is currently preparing to enter a new business category of courier services.
As a company involved in general trading, the dispatch services experienced tremendous
growth during the early 2016 till now, following the emergence of more online markets in
Ghana. Currently, 96% of people in The United States do prefer businesses online to about 35-
40% of Ghanaians who do business online. Also, the norm of firms hiring messengers who run
errands on their behalf is fading since firms now prefer to outsource such services at a small fee
and use the services of courier companies for convenience, reliability and time saving purposes.

3.0 Situation Analysis

3.1 Company Analysis
Vision: To become the trusted courier services provider by providing an execeptional quality
of courier services at competitive pricing to customers. We will enjoy the trust of our customers
and partners through excellence and reliability.

Mission: to develop and maintain lasting relationships with our clients by striving for;
 Continuous cost Improvement
 Providing High Quality Services
 Uncompromised Service Delivery
 Exceptional Customer Service

Goals: The company seeks to deliver value through a quality service

 Creating continuing customer communications throughout the entire delivery process
 Delivery of high quality and on-time services that meet customers expectation in terms
of cost and quality.
 The organic acquisition of customers within our targeted markets through our internal
work force.
Market share: The primary marketing objective is to achieve first-year sales of GH¢237,600,
roughly 1 percent of the enhanced dispatch and delivery market. Based on this market share
goal, the company expects to make more than 47,520 deliveries the first year and break even in
the final part of the first period.
3.2 Customer Analysis
Number: Jayel Jem services currently has over 10,000 people following its Social Media
handle platforms and about 10 to 15 walk ins to the shop daily. Jayel courier is therefore looking
forward to serving approximately 15 customers a day for 5 days in the week. This would sum
up to be a total of 300 clients in a month and 3600 clients in a year.
Type:
 The chunk of our customers will be both men and women who order our products
online for delivery in the convenience of their homes or offices, most of which are
between the ages of 20-40 years of age.
 Secondly, we will be having start up companies who wish to outsource their dispatch
services to a courier companies to pick up and also deliver documents to and from their
clients and vice versa.
 Lastly, Jayel Courier seeks to target other online shop owners who use this dispatch
riders as means to get the product to the customers after the orders are made on their
websites or social media market page
3.3 Competitor Analysis
Competitor

There are four main competitors in the market. These competitors include; DHL express
services, Fed-Ex Courier Company, Ghana Post-EMS & UPS Express. They provide similar
services as that of Jayel Courier. All these companies seek to provide quality service to
customers in order to capture majority of the market share. In view of this, they offer various
discounts and enticing products and services to their customers. There are also new entrants
into the market like Air Express, Spring board courier services in the market. Competitors have
adopted various strategies like cost leadership, differentiation etc. to serve the market. However,
majority of the customers do not respond well to these strategies since most of them to do not
actually meet customer’s needs and wants in the market.

3.4 Porters Five Forces Analysis

There are various competitors in the market, hence an analysis done using Michael Porter’s Five
Forces. The extent of power has been categorized as HIGH, MEDIUM and LOW. The diagram
below shows the state of competition in the environment.
Porters Five Forces Analysis for Jayel Courier

Threats of new entrants-LOW Bargaining power of customers-HIGH

1.barrier of new entrants is very low because 1.Customers have various range delivery
it is inexpensive to enter the market services to choose from.
2. No strict regulations to prevent new
entrants
Bargaining power of suppliers- MEDIUM Threats of substitute Services-HIGH
1. Bargaining power of suppliers is 1. Threats of substitute is very high as
medium customers are willing to go for the
2. Suppliers also have other customers services of well-known brands like
which they supply products like DHL and EMS.
motorbikes apart from Jayel courier
Competitive rivalry
1. Existence of other large Delivery and
logistics company
2. Rivalry is intense as all these
companies fight for a market share
and profitability

3.5 Competitors market share: Currently big giants competitors like DHL and UPS hold over
50% of the logistics and courier services market where as smaller companies like Air express
among others hold about 10% each of this market, there’s however an untapped 5-7% share of
this market which Jayel Courier will be seeking to take advantage of.

3.6 Collaborators: we will be joining forces with owners of transport services like VIP busses,
OA busses, state transport corporation and Ghana Private and Road Transport union in the
course of our operations as we will be taking advantage of their ability to travel in and around
Ghana and even beyond. We will be relying on them to deliver items and products of our clients
and that of other clients who reside outside Accra to places like Sunyani, Kumasi Cape coast
and beyond the borders of Ghana to places like Burkina Faso, Nigeria etc.
3.7 Climate

Political & Legal Environment

There is not so much political influence in this
sector however we operate under and hand in
hand with some organizations like Ministry
of roads and transport, Drivers and vehicle
licensing authority, Ghana revenue Authority
among others.

3.8 Swot Analysis

Strengths Weaknesses
1. We have a readily available clientele 1. Since majority of our online shoppers
base are students in the university
2. Experience has been gained from campuses, there is the tendency to
previously working with other courier have fall in sales during vacation
companies periods of schools.

Opportunities Threats
1. The availability of other giants in the 1. There are other popular brands that is
markets, whose experience we can tap already seated in the minds of
from. customers
2. 2. Companies may not be willing to sign
on with us in the beginning.

4.0 Market Segmentation

Description: Our customers will consist of;

i. people who normally shop from our online pages.

ii. individuals who sometimes want a pick up and drop off delivery service during their
daily activities.
 iii. Owners of online and physical shops who use courier services as a means of getting
the item to the customer.
iv. corporate organizations especially start ups who use couriers as means of delivering
and picking up letters, memos and other documents to and from their clients.

What they want:

(i) Online shoppers are looking at getting exactly what has been ordered online and having
it delivered at the convenience of their homes or offices without it being damaged or
destroyed in the process.
(ii) Individuals who are random customers are looking at having some time off during their
busy schedules, also they are seeking to outsource some part of some daily errands to
courier services and still be able to have everything they had on their to-do list achieved.
(iii) Corporate firms are expecting such deliveries from their clients to process for decision
making, they are therefore expecting timely deliveries and pick up
(iv) The online marketers and shop owners are looking forward to create value and retain
their customers for the future, they are therefore looing being able to respond to the
needs of the customers on time and delivering the item on time to be able to create a
lasting customer service experience. This can lead to their customers coming back to
them whenever they want such a product and also recommending them to other people
in their circles.

Alternative Marketing Strategies

1. Hiring of marketing personnel to go around soliciting for new clients to and sign up with
Jayel courier
2. Organizing a float through town to share fliers and get people to sign up with us
3. Advertising through social media platforms.
4. Picking of contact details off the websites of other online marketing marketers and then
calling them to let them know of our service
5. Booking appointments with manager of firms to present to them about the firm.

Selected Marketing Strategy

Jayel courier will be adopting the third, fourth and fifth strategies. i.e.
i. Advertising through social media platforms
ii. Picking of contact details off the websites of other online marketing marketers
and then calling them to let them know of our service
iii. The reason is that, since Jayel Jem services has already developed it niche on
social media and online, little efforts will be needed to advertise this new service
line. To add, most of these online marketers are also aware of the brand since
they see us as their competitors. Finally, it is more appropriate to meet with
management of our prospective clients so we can present our business to them
and also hear their concerns, this step will help foster a good working relation
and also help us to know them and be able to serve them better when they choose
to outsource to us