BUS599 Assignment

RUNNING HEAD: PURE SATE BUSINESS PLAN 1

Pure Sate Business Plan 12

Pure Sate Business Plan

Andrea Bryant

Strayer University

Dr. Denel Pierre

BUS599: Strategic Management

December 3, 2017

Pure Sate is dedicated to promoting health, purity, and quenching thirst of its consumers through the provision of non-alcoholic drinks. The company targets family setting who will consume the drinks and proceed with their normal activities as part of a positive mood stabilizer. The product is aimed at maintaining the happiness and wellbeing of clients to enhance the friendly and healthy vibe across the market. Based on the current state of the economy, identifying a proper target market can be a challenge but a crucial part of the business. The approach will enable the small company to compete fairly with large organizations producing non-alcoholic drinks in the same market. For diversity purposes, Pure Sate should not target the all individuals in the population that might show interest in their products irrespective of age, class or gender since the scope will be unrealistic.

In defining the market, the company should choose what interests the characteristics population on the product to gain their attention. Specific targets in the market will enhance the focus of the business yet does not imply that the interested parties will be excluded. Through target marketing, the business will enhance the effective brand design and a budgetary allocation of the marketing campaigns on a given market niche. Such focus will enable the targeted consumers to feel appreciated and buy from the business compared to other nonalcoholic drink producers (Hartline, 2011). Therefore, Pure Sate target marketing is effective and efficient in reaching out to potential clients in a particular region and generating more business.

While assessing competition in the market, Pure Sate should develop an appropriate content marketing in the target markets to address the issues of competition. Competition in the targeted marketed market can be defined by three major different types of competitors. For instance, direct competitors, who offer products similar to Pure Sate, which show that their method of earning revenue is possibly the same. In most cases, a direct competitor is the first threat to the market that businesses are likely to recognize due to the high chances of head-to-head encounters. Furthermore, Pure Sate should assess the indirect competitors in the market are likely to offer non-alcoholic drinks in the target market but with a different objective that creates a different in ways of revenue generation. Such a scenario can pose significant challenges to the sales of the company’s products when they use a persuasive content marketing to switch the firm’s customers. In such a case, Pure Sate should be aware of the marketing strategies incorporated by their competitors to avoid declines in sales.

Pure Sate should recognize the replacement competitors in the market who will provide close substitutes to their products in the market-enhancing a reduction in sales. Such competitors can be difficult to identify but can be addressed through the definition of the competitors to the customers to increase their awareness and preferences in selection for the products (Westwood, 2016). The company should interview the customers and listen to their responses as a way of understanding the trends in the market and improving on their choices towards the drinks in the face of competition.

The clarity of the message during marketing in the targeted population is essential in driving sales. The pure Sate marketing campaign will be enhanced by the five ‘F’s to realization success of the objectives. For example, the company will focus on its goals and objectives to realize an effective marketing campaign. The focus is critical to ensuring that the marketing teams are on the same page to allow for the demonstration of similar goals and targets. Pure Sate must ensure that the campaign group maintains the focus throughout the project. The message impacted on the target customer should have a flavor that will entice them towards the purchase of the drink. In such a consideration, the campaigns should be tasked with creating an eye-catching and unique taste in the products that will act as a secret ingredient in winning the potential consumers (King, 2015). On the same note, Pure Sate should avoid using the traditional advertising flavors to the same population to improve the outcomes.

The demonstration of foresight is particularly important in marketing since it allows for the company to plan for the worst while executing their campaigns. Through the expectation of the worst, Pure Sate will have an alternative plan to implement in case the original fails. Foresight allows for anticipation of risks. The flexibility of Pure Sate towards change is vital in enabling the success of the market campaigns since certain rapid changes might be incorporated to help in the articulation of risks. Being flexible in the teams will enable the company to quickly manage the unexpected. Consequently, having fun during the campaigns will enhance the positive response from the consumers. Developing fun-times in the event will improve the quality of Pure Sate’s market campaign and effectiveness in the accomplishment of the objectives.

My NAB Company is named Pure Sate. The name is intended to display the value devoted to the brand and its drinks. The Nonalcoholic “Pure Sate” is intended to promote both healthy, pure, thirst quenching drinks among individuals, in a healthy family setting. Pure Sate ensures that those who drink the product are able to continue their normal daily activities without experiencing the aftermaths associated with alcoholic beverages. The name “Pure Sate” is also a characteristic of the clean content moods that are experienced by those who drink the beverage. This nonalcoholic thirst-quencher is to be accompanying with happy, healthy, and festive moments. These drinks consistently extend happiness into humanity by giving off a safe, friendlier, and healthier vibe.

The Pure Sate non-alcoholic drinks just so happen to gratify the joyful moments of friends, families, and cultures by encouraging healthy drinking lifestyles and temperate moments. This can be achieved on an individual level which will trickle down to friends, then family, different cultures, and realms.

The mission statement, “Discharging great vibes for a more healthy, and happier lifestyle” will be the driving slogan for the drink.

The modern-day social responsiveness is fluctuating to the healthy effects of alcoholic beverages and spreading quickly (Berry, 2017). The snowballing effect of illnesses and other health situations related to alcohol use; most individuals in the society are steering clear from bevarages with high alcohol content to those with very little or no alcohol.

The nonalcoholic beverage segment is quickly growing in admiration among the international residents. Individuals are fluctuating to the beverages that are not only relieving more contented instants but have no impairment to their health circumstances. Folks are also spending more time being involved in celebratory moments and therefore require drinks that will be unlawful, informally, and morally acceptable to all affiliates of humanity. “Many grocery consumers have recognized a product’s fresh, clean and sustainable benefits among their top purchase priorities when it comes to healthier choices.” (Gilbert, L. 2017)

The “Pure Sate” experience will meet all trends since it’s not only nonalcoholic, meaning it can be consumed by all from children to elderly, it has natural vitamins and additional supplements that improves the oversll health of its consumers. Also, Pure Sate beverages will leave you without an after-effect and inebriating aptitude making it suitable for all occasions. Pure Sate pursues the finest value product spot in the market. This involves generating a respected and functioning marketplace in the market. This spot will be attained with a differentiation strategy where the “Pure Sate” product will set itself apart from other beverages on the market. Our products will be segregated according to flavor, generating a diversity of tastes, and packaging. This beverage will be manufactured in high capacities, and come in economy sized packaging that will differ with the budget of the customers (Hartline & Ferrell, 2011). This difference will allow the company to control the most reasonable price over competitors.

The frequencies of delivery will be from the manufacturer to the customers through numerous handlers. The company will not launch self-sufficiently owned outlets but will communicate with the chief stores to benefit the product on their store shelves. The company will buy exclusive spots in the top stores, supermarkets, liquor stores, salons, and bars as well as other entertainment locations to benefit the beverage at the suitability of the customers. The customer will not have to go out of their way to purchase the beverage but will be retrieving them on their day-to-day routine happenings.

The company will also work together with other business to encourage the beverage during superior events such as weddings, birthday parties, and health awareness evens where the drink will be exhibited and sold at markdowns to the customers.

The financial risk to harvest and endorse the product is a key challenge. We plan to have a solid construction and an outside finance capability to work against this risk. The operations risk may cause the production to halt due to absence of adequate contributions and incorrect methods. We will have a coordinate working technique to ensure smooth operation. Also, the risk related with the guidelines will be alleviated by having a knowledgeable staff in the regulatory framework to ensure total compliance.

Strengths · Many different flavors catering for large customer base. · Natural ingredients and enhancements. · Can be consumed by all parties.	Weaknesses · Pure Sate is a picture-perfect substitute. · A high flexible request creating the demand to change fast.
Opportunities · Growing health consciousness and generating a higher demand for the beverage. · Partnership with hotels, bars and NAB awareness activists.	Threats · Adamant competitors from present companies in the same market. · Threat of new market entrants

Pure Sate is looking forward to being a leading example in corporate citizenship by maintaining sustainability to all wings affected by corporate governance of the company like, job creation, acting intra vires, fair treatment of employees and treating different people with respect with no discrimination in selection of employees or even the mode of treating them as any given company will desire to be (Crane & Matten, 2016). These virtues are elaborated below individually.

In terms of job creation, Pure Sate is looking forward to ensuring that, we have employed many people in our company. This will only happen by ensuring that our beverages are heaven distributed and even extending our boundaries to ensure that we reach many people in different states and continents. This will work by marginalizing our plants to ensure we cover large areas where production resources are available. We are looking forward to employing many people in different areas like sales promotion, distribution and even within the firm plants to carry out production activities.

We are also looking forward to complying with the rules governing production in our areas of production. We will identify the conditions which govern non-alcoholic drinks production in different states to ensure that our firm operates within such stated conditions and that we do not enter into activities which can make our firm be sued or hinder production. This will only work by maintaining the policies stated in the firm's memorandum of association. This will mainly include acting intra-vires and maintaining safety measures which protect the environment.

We will consider the employee needs and treat them with honesty and fairly. The growth of our firm is in the hands of employees and they are the key to the image of our firm. We are thus concerned about employee needs and will treat them fairly and in the required manner. This will be through the offering of commissions, salary advancements, paying them on time and even giving motivations by offering training and even giving them holidays.

Discrimination of employees is a question in many firms but in Pure Sate, our main objective is to maximize production using available able workforce regardless of their color, body size, religion or even tribe. We will ensure that our firm respects the employees and employs people from all races as long as they are able to produce. We will attain this through diversification of workforce and ensure that people produce duly in their respective areas. We will also monitor the way employees interact with one another to ensure that our firm maintains a good image (Wallace et at., 2008).

Pure Sate is a for-profit social venture looking forward to reducing the unemployment rate, alcoholic drinks consumption, and even increasing social status of people and even raising the national income of states in our operation as seen below at the same time maintaining the environment.

In solving the challenge of unemployment, our firm is looking forward towards employment of people who are jobless in the firm to reduce the number of unemployed people in our target states. People will be employed by the firm to produce, pack, distribute and even be engaged in marketing our beverage products. The next policy we are looking toward attaining reducing alcoholic drinks consumption. Many people drink alcohol just because they have not seen another drink which is variable to be used on different occasions. We have diversified our products into different tastes and class to ensure that we draw people from alcoholic consumption to consumption of our healthy products. The gap margin for the poor and rich increases daily and thus we are working towards creating opportunities for self-employment for different people. This is through encouraging them to be engaged in the production of raw materials required in the production of the beverages. We are also a concern with environmental conservation by trying to show up that a firm may exist and fail to pollute the environment through recycling of waste produced, bottles and even encouraging utilization of land to encourage production of our raw resources.

Our aim of making Pure Sate a social venture was based on the market we are concerned at and even improving standards of the people in the communities we work at. We maintain our firm a social venture because we are targeting the social part of life as refreshments are most concerned about recreation. This is the main reason behind our decision. We reviewed accessed the behavior of other firms in the market and found that their operations were unethical and thus decided to set up a for-profit social venture which will set a pace for other companies to copy.

We understand that companies always affect the environment in a negative manner but with our company, we have solved this problem to ensure that we are using environmentally friendly methods. As a beverage company, we have decided to use bottles which can be recycled to ensure that we conserve the environment. We have strategies whereby we will have different employees move around collecting the used bottles and assembling them to be taken back to the firm for re-use. We are also using high technology machines and thus electricity is the only power used in production to avoid the issue of global warming. In areas where water is a scarce resource, we have laid down measures and machines to ensure that water is treated and recycled in the firm and that no drop goes in to waste. We have worked hard in our plan to cover all negative remarks which might arise concerning environmental pollution.

Considering claims made toward our product, most of them are positive as our brand of beverages are only energy drinks and thus are we have worked hard to ensure that no negative remark is made concerning our drinks. Our drink can be used to give energy or even as an energizer as we have used natural fruits and minimal quantities of chemicals have been used. Our main aim was to attract the market and thus we have set down strategies whereby we can be answerable to any effect brought by our products. This has been arrived at by ensuring that we have plans and procedures containing the ingredients and steps taken in producing the beverages. We have set the standards required by the national bureau of the standard to ensure that any claim raised by consumers is welcomed (Kozup, Creyer & Burton, 2003).

Some beverages have health issues to consumers in different states. We have set strategies to ensure that each product we produce fits the right target consumer. We have laid down different advertisement persons to ensure that each brand goes to the right market. Our main target groups include the youths, national non-profit organization which is engaged in training people and even the general population composition. We produce quality health drink which is ready for use at both hot and cold days. We have made it clear that the distribution team produces the right information to consumers as we are not employing the buyer-be-ware policy and are concerned about the reaction of our customers. Generally, our products have no health issues and can be consumed by any person sick or healthy (Verbeke, Scholderer & Lahteenmaki, 2009).

References

Berry, Donna. (2017, January 17). Beverage trends 2017. Retrieved from http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC791-716A-440F-8B0C-D4CB4592730E%7D&cck=1

Crane, A., & Matten, D. (2016). Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.

Gilbert, Linda. (2017, January 17). Beverage trends 2017. Retrieved from http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC791-716A-440F-8B0C-D4CB4592730E%7D&cck=1

Hartline, M. D., & Ferrell, O. (2011). Marketing Strategy (5 ed.). Mason, OH: South-Western Cengage Learning.

King, K. A. (2015). The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy. Upper Saddle River, NJ: Pearson Education.

Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making healthful food choices: the influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(2), 19-34.

Moloughney S., (2016). Healthy Beverage Market Overflowing With Opportunities, https://www.nutraceuticalsworld.com/issues/2016-07/view_features/healthy-beverage-market-overflowing-with-opportunities/50213

Wallace, J. C., Edwards, B. D., Mondore, S. P., & Finch, D. M. (2008). Employee discrimination claims and employee-initiated lawsuits: Does procedural justice climate moderate the claims→ disputes relationship?. Journal of managerial issues, 313-326.

Westwood, J. (2016). How to write a marketing plan.

Verbeke, W., Scholderer, J., & Lähteenmäki, L. (2009). Consumer appeal of nutrition and health claims in three existing product concepts. Appetite, 52(3), 684-692.