Confidential Business Plan: Do not distribute or copy this document without permission 11
and always available. We can deliver customer expertise, support and convenience that we believe are
key in this industry.
We have not yet determined the specific location of operations, in order to determine the relative
distance of our competitors. However, we will assume hypothetically that they are all within a reasonable
distance to the consumer in order that we may be well positioned against them. Our competitors consist
of two segments, both direct and in-direct competitors. We have segmented each group. Our positioning
and a strategic distance from these competitors will play a vital role in our decision for the final location.
The direct competitors are other hardware stores in Moncton. Home Depot has the cost leadership
position, however we can still have competitive prices to compete with the smaller hardware stores. We
also anticipate that having specially trained staff and a wide selection of a smaller category of items gives
us an advantage over our direct competitors.
Hamilton Hardware Ltd
Our In-Direct competitors sell hardware related items, amongst several others. We believe that while
these will not pose a serious threat because they do not carry the same items, the companies must be
closely monitored as they could potentially expand their hardware related products in the future.
Princess Auto Ltd
Certified Locks and Alarms
Jim’s Pump Show Ltd
Al’s Cycle Shop