Enterprise & Entrepreneuralism
Bridgetown Newsagents - A Small Business Case Study
Dillons newsagents is a late closing local shop with a 'Mini-Mart' service. The
'Mini-Mart' side of the business is franchised from Dillons to a registered
partnership: Mr Charles Pettifer and Mr Marc Devis.
Full services are provided in the shop, a paper delivery service is also
available along with the full complement of groceries, fresh sandwiches,
confectionery, videos, cigarettes and alcohol etc..
The newsagents is located in Stratford upon Avon, on the Birmingham road,
approximately half a mile from the town centre and situated within a very
residential area. Tesco's are the immediate traders to the newsagents.
Nine years ago, the newsagents was expanded with the intention of providing the
local inhabitants with a friendly convenient service. Lack of competition at the
time provided excellent stability and potential for expansion which was enjoyed
until two years ago when a superstore was opened nearby offering a major threat
Business growth, structure, strategies and competition are to be addressed in
the following document. Entirety of information sources and research are
obtained from two year's part-time employment at Dillon's newsagents.
Growth of Dillons:
In 1988, Dillons employed Mr Charles Pettifer as the operational manager, from
this date the shop solely provided newspapers and magazines for approximately
eighteen months. During this period Dillons were developing their own ‘Mini-
Mart' theme and as such decided to expand the facilities to supply a range of
groceries and other common consumer goods as well as the usual news literature.
The shop opening hours were also increased from the regular evening licensing
hours of 5:30pm, to a more substantial one of 11pm.
At this point, Mr Pettifer decided to take on the shop franchise offered by
Dillons with the help of a silent partner Mr Devis. Mr Devis has shares in the
business, but does not have authority to make unsupported decisions.
The franchise resulted in Mr Pettifer being able to obtain many goods for the
newsagents at discounted prices. The entirety of the shop was responsibility of
Mr Pettifer provided that Dillons' standards were not infringed.
At the stage of development outline here, it can be seen that Dillons newsagents
is akin to stage one of the business growth cycle.
Mr Pettifer strongly believed in providing a personal and friendly service to
all customers and from the outset instigated this within the shop environment.
Recognition within the local community and attraction of regular customers
resulted from this and thus so did a modest, small shop turnover.
The style of management was very individualistic; only Mr Pettifer's wife,
Fatima was employed initially in running the shop (issues in employing family
friends and relatives are recapitulated later). Because of this, only limited