Confidential Business Plan: Do not distribute or copy this document without permission 9
Residential Contractors: Due to the larger contractors and companies desiring to purchase their own
materials with quantity discounts, we will focus around smaller and independent contractors. This market
consists of neighborhood residential repairmen and construction workers that engage in small repair jobs.
There are an extremely large number of residential contractors within this segment and we expect them
to be most focused around purchasing paints and smaller building materials.
Property Owners: The property owner demographic includes anyone that may be purchasing residential
construction, however, it will more than likely be focused around home owners. Property managers may
already have a company contracted to deliver its work that it has been working with. Companies that are
making improvements to newly purchased offices or even residential remodeling may be using the
services as well, creating a massive addressable market. The website is structured to meet mass consumer
demand from all segments by focusing on mass-advertising, public relations and search engine
optimization. However, more refined segments and regions will likely develop with time.
Property Managers: This sector includes property owners for the purpose of leasing and managing the
property (opposed to the previous section for personal use). We must seek out relationships with smaller
property managers to provide them with resources needed and ongoing support.
The overall approach to the market for Marcus’s Hardware Ltd. is to focus on our main competitor, Home
Depot in the area. While there are other small Hardware stores in Moncton, the market is not saturated
and has a smaller number of competitors than other areas of New Brunswick. To achieve this approach,
we will need to focus on our staff and having the management on-site to deliver a quality customer
Home Depot takes the cost leadership position and it is not feasible to compete with them on price,
however, their store is much too large to contain experts in every area. Even if experts are broken into
departments, the generally take a very long time to find and interact with the consumer and are rarely
conveniently located nearby. This leaves the main homeowner segment confused and frustrated to
With our smaller store size and lower stocking levels, we can focus on hiring experts with a background in
hardware and contracting. Our ability will be to always have someone ready to help the customers, being
able to call in with questions and speak with our employees and convenient service. These are factors that
play a role into consumer loyalty, particularly when focusing on the homeowner segment that are often
unknowledgeable on the subject and have little spare time to make a purchase.