Bus 599 Asignt 5

Business Plan – Draft

Raymond J Aikins-Kouakou

Strayer University

Strategic Management BUS-599

Professor Daniel Goldsmith

08/31/2017

Business Plan – Draft

Non-alcoholic beverage has been witnessing significant growth is the beverage industries. Research shows that, non-alcoholic beverages is a source of happiness and energy in our 21st century society. Among the main competitors in this industry is Coca Cola and Pepsi, but over the past few years, more and more companies have been established. A closer look at these industries shows that they do offer products which are relatively the same but it will be a prudent idea to point out that each of the product that is produced and sold by those companies have some unique characteristics.

Description of Maria Gardas Inc.

As a specialist in non-alcoholic beverages, Maria Gardas Inc. is expected to start its operations here in the United States of America upon which it will expand its market share into South America among the other continents. As a creative NAB company, Maria Gardas Inc. will provides support and encourages a healthy lifestyle by providing its customers with a healthy mixture or drinks produced from the farm and fresh ingredients. The mission statement of this company is “to improve the diets through producing beverages of different flavors; made of healthy ingredients such as juices, fresh fruits, vegetables, and fresh milk”. On top of that is the vision statement of this company which is “To drink, love and live every day in a happy world”.

With regard to the above mentioned mission and vision statements, products of Maria Gardas Inc. are packed according to the rules of a balanced diet. Our company uses produces from the local farmers to support, promote and appreciate the local growers. In fact, Maria Gardas Inc. products are a mixture of local ingredients that are mixed together to make creative products. The goal of our company is not only to make our annual profit but to expand its market share as I have mentioned above. Unlike our competitors, half of our operations are conducted at many local and farmers markets in the DMV area while the rest is done in the industry where processing is done. This idea is based on our understanding that today’s costumers are focused on health, they want healthier nutrition, ease, and variety in their beverages. Thus for this to be achieved fruit juice and sugary soda beverages will persist to forfeit the shelf space; these beverages are being formulated by fewer and simple ingredients, as well as fewer calories intake from the sugar.

Industry Analysis and Trends

A closer look at the non-alcoholic beverage industry shows that the main products that are been manufactured and sold are cold and hot beverages such as Soda, juice, coffee, and filtered water among other soft drinks. The idea here is that companies are doing their best to meet the changing needs of their clients. They do this by adding new flavors among other variations in their beverages. Apart from North America, Europe and Asia are the biggest markets for non-alcoholic beverages and we also know that the main companies which have been enjoying and which is still enjoying the largest market share in the non-alcoholic beverage industry are Coca Cola and Pepsi. These two companies have a stable customer base segment, thus it will be a prudent idea for our company to consolidate on how it will learn from and may be compete with these two companies.

As I have mentioned above, the market in North America, United States of America in particular is significant to the non-alcoholic beverage industry, thus Maria Gardas Inc. has to be well-conversant with the changing needs or with the trends in this markets. One new changes that is witnessed in the United States of America is the use of technology by companies. It is quite evident that companies have changed their advertisement modes such that they are using the internet to advertise and to reach their customers. With the advent of social media platforms such as Facebook, Instagram and Twitter among others, companies have shifted and are utilizing these platforms. Therefore, it will be a wise for our company to utilize these platforms not only in advertising their products but also in seeking customer feedback.

Considering the fact that, customers of non-alcoholic beverage are increasingly becoming sensitive to those products which are deemed to promote good health, manufactures of non-alcoholic beverages do present their customers with beverages that are almost zero-sugar. This trend is common in the United States of America where more and more people are avoiding food products with a lot of sugars. Across the borders in the Asia Pacific, the market for non-alcoholic beverages has quickly expanded because of the changing lifestyles of the people who are in this region. It is quite evident that the demand of non-alcoholic beverages is increasing not only in India but also in Singapore, China, and the other countries in Asia Pacific. It is important for non-alcoholic beverage manufacturers to keep in mind that non-alcoholic beverage business is one of the industries that is becoming profoundly aggressive.

Strategic Position & Risk Assessment

The main objective of Maria Gardas is to promote the products of the company across the eastern seaboard. To achieve this objective, we formulated a strategic position. The aim of this strategic position is to emphasize:

· Dietician directed, Chef inspired and created the selection of menu.

· Products are made using local ingredients to support the local formers

· Individual, specialized selections and options, SWOT analysis and Company description

Maria Gardas strategic position is based on assessing the following elements or factors:

· Company target market

· Industry trends

· Product environment

· Our strengths

Our target market are restaurants, bars, lounges and clubs where adults no longer want to indulge alcohol while drinking wines. Our targets are growing very strong and are looking for creative drinking and beverages.

The competition in the DMV area and in eastern seaboard is very high. As of right now, none of our competitors made the company drive through options or to get benefit from any new opportunity to complete the need of our target market. There are many other companies like Maria Gardas and we are facing a strong competition.

Target Market

The NAB Maria Gardas Inc. products are promoting family sitting, healthy and enjoyable drinking among the society, family and friends. In addition, the benefit of the products is that they do not have side effects. The name is also a symbol of happy feeling for the consumers. The drink is associated to family and healthy food habits. The NAB must be associated with the joyful, celebratory and happy moments. The non-alcoholic beverage is a source to extend the happiness among the society through friendlier, happier, neighborhoods and healthier family’s. The importance of the NAB is for the individuals who love wines but do no longer want to have alcohol in it. In this regard, the major target market is families and people that are conscious about healthy eating habits.

When it comes to families, the target market is focused on adults only. Even though the drink does not contain alcohol it is targeted at adults that are conscious about their health but want to get the feeling of drinking wine. The price of the drink is affordable as compared to alcoholic wine; therefore, NAB Maria Gardas Inc. affordability does not discriminate against the level of income of the consumers. The target market also includes people from all levels of education, gender and ethnic groups. For higher sales and a wide market share, the company targets the restaurants, bars, lounges and clubs, where adults who do not wish to indulge in alcoholic beverage can go and enjoy their visit.

Competition

Even though the market for non-alcoholic drinks is crowded, market competition for NAB Maria Gardas Inc. is weak due to its features. The market competition for NAB Maria Gardas Inc. is not stiff owing to the fact that majority of the wine available in the market contains alcohol. NAB Maria Gardas is a non-alcoholic drink that is also considerate on human health given its low calories content. In addition, the product can be consumed as a meal or a snack, this makes it unique and different from what is offered in the market. The product is also made using farm produce which the company buy from local farmers to promote local farming. Buying raw materials locally helps in reducing the cost of production. Owing to the products unique features and its low price gives the company a competitive advantage over its competitors. Even though it is a non-alcoholic drink, consumers are bound to enjoy fine wine; this gives the company a competitive advantage, thus making the market competition beatable.

Another competitive advantage that the company enjoys is where it distributes its products. Given that NAB Maria Gardas Inc. is a non-alcoholic drink, it can be distributed in restaurants, grocery shops, and any retail shop without restriction, unlike alcoholic drinks. Additionally, restaurants and hotels that do not sell alcoholic products can also sell NAB Maria Gardas Inc. This gives the company an upper hand regarding the market competitiveness. Also, alcoholic drinks cannot be sold in restaurants that do not sell alcoholic drinks, additionally, alcoholic drinks are sold on restriction, and this makes the market competition beatable for NAB Company (Federal Trade Commission United State of America, 2010). It will be a prudent idea to point out that competition in the DMV area and in eastern seaboard is very high. As of right now, none of our competitors made the company drive through options or to get benefit from any new opportunity to complete the need of our target market.

Five F’s

Functions stand for the first ‘F’ in marketing. Functions refer to how the product or service meets the needs of the customer. In this case, NAB Maria Gardas Inc. fulfills the current need of the customers. Currently, most people are conscious about their health and want to engage in healthy eating habits that contributed to their overall wellbeing. This is a need that NAB Maria Gardas Inc. fulfills. Additionally, there is a need for people who wish to take wine without alcohol, and NAB Maria Gardas Inc. fulfills this need.

Finances stand for the second ‘F’ in marketing. Finances refer to how the purchase of the product affects a person’s financial situation. In this regard, NAB Maria Gardas Inc. is a product made from raw materials obtained locally, thus the price of the product is affordable and does not take much into the pockets of the consumers. Additionally, NAB Maria Gardas Inc. is a healthy product that contributes to a healthy living; this enables the consumers to save on medical expenses resulting from bad eating habits.

Freedom represents the third ‘F’ in marketing and refers to how convenient it is to buy and use a product or service. Through consuming NAB Maria Gardas Inc. consumers, benefit health wise, as the product has low calories in addition to its healthy ingredient. Additionally, the product can be consumed as a meal or a snack, thus saving on snack expenses.

Feelings represents the forth ‘F’ in marketing, and refers to how a product makes consumers feel regarding themselves. In this regard, NAB Maria Gardas Inc. makes people feel happy and refreshed.

Future represents the fifth ‘F’ in marketing and refers to how customers will deal with the product and the company as time passes. NAB Maria Gardas Inc. is a healthy product that is likely to impact a person’s life positively both currently and in future. Continuous consumption is beneficial to human health (USATODAY, 2014).

Marketing Plan & Sales Strategy

In order to achieve marketing success, it is important to consider time, cost and resources to be used. A marketing vehicle should not be time consuming, it should be cost effective and should use resources that are available and affordable. In this regard, the marketing vehicles that the company will use are internet, social media, and promotions and road shows.

For the internet, the company will create a company website that will contain all information regarding the company and the products. It will also include frequently asked question for easier help to customers with questions. On social media, the company will use a Facebook page, Instagram, Snapchat, and twitter account and pages on other social media platforms where the products information and benefits will be shared. Promotions will take place in shops and restaurants where the products are sold. Promotion will include free tasting, and selling the product at a reduced price if one buys more than two pieces. Road shows will involve word of mouth advertising using road show trucks and give discounts to those that purchase the product from the markers (Pondicherry University, n.d).

Ethics & Social Responsibility

Just like the other companies in the non-alcoholic beverage industry, Maria Gardas Inc. offers its potential as well as its esteemed customers with amazing products and services alike. However, this company ought to be on the forefront when it comes to ethics and social responsibility. The idea here is that apart from offering customers the best services, this company has to make sure the products which they offer to their clients are of high quality. A closer look at Maria Gardas Inc. shows that this company assumes the part as a decent neighbor and mind-full native by helping individuals. In part of this program, Maria Gardas Inc. is planning to set up a number of philanthropic programs here in the United States of America such as Maria Gardas carts program whose main aim is to help monetarily impeded ladies toward obtaining reasonable occupations. On the same note, Maria Gardas Inc. is planning to introduce training and youth advancement programs that will bolster understudies in situating and creating vocation later on. The idea here is that Maria Gardas Inc. achievement relies on guaranteeing success to members of the society.

Respect of employees working environment is a key component when it comes to employees rights. At Maria Gardas Inc., Workplace Rights Policy obliges that this company assume liability for keeping up a beneficial work environment in all aspects of the company by minimizing the danger of mischance’s, harm and introduction to wellbeing perils for the greater part of our partners and foremen.  Likewise, Maria Gardas Inc. is working with the packaging department to accomplish a guaranteed place for the well-being of the workers, and to minimize the danger for their representatives and contract laborers (Abrams, 2014). In order to guide employees and stakeholders in accomplishing a sheltered workplace for our partners, it characterizes a through arrangement of operational controls to oversee known dangers. The controls by and large adjust to beat worldwide prerequisites and agreement benchmarks. Moreover, we review the agreeability of each of our assembling operations with relevant laws, regulations and our Company’s word related security and wellbeing prerequisites.

Legal

  Maria Gardas Inc. could create working relationships with the government before they may make policies that are beneficial to the operations of the company. The company may enter into working contracts with the government to further guarantee that the government will not make policies that will be detrimental to its business. It can lobby other stakeholders in the industry to fight for representation in the policy-making body of the government in order to be represented adequately (Kennedy, 2006).

Political

Maria Gardas Inc. products are termed by Food and Drug Administration (FDA) as belonging to the food category. The government, both federal and state have laws that check the production of these products. The companies that are not up to standard as regards to the benchmark set by the government are penalized by paying hefty fines based on the nature of the violation. In some cases, the government may even confiscate the distribution license of the company but this rarely occurs. The most common scenario is the suspension of the product as research is conducted on it. Therefore, it is advisable that the company deliver any new products to the FDA before releasing it to the public (Cravens & Piercy, 2006).

Economic

  An example of the type of strategic move that Maria Gardas Inc. should employ going forward would be the recession 2001.According to the company, It is anticipated that the interest rates on loans were bound to increase based on the move by the government to revamp the economy. Therefore, it took low-interest loans during the years 2001 that would be used to fund the growth of the company in 2002. The funds were mainly invested in research and development and in promoting its new products. Therefore, it can anticipate changes in the market and strategically take advantage of them (Grewal & Levy, 2010).

Environmental

The company should aim at being as green as possible. This means that it cuts its waste emissions. This would require the acquisition of new technology and a significant investment of resources into research for new greener ways to manufacture.

Maria Gardas Inc. can invest more in products that are healthy. It can also partner with groups that are in support of the obese and that advocate for healthy eating through financing them so as to show solidarity and their support for the course. It can engage in more corporate social responsibility roles (Cohen, 2006).

Conclusion

The Major companies in the carbonated beverage sector include Pepsi Co Inc. and Coca-Cola Company among other companies. As noted in this essay, the main competitors are coca cola and Pepsi but it will be a prudent idea to point out that Companies in this industry compete on the basis of differentiation and adverting and not so much on the pricing front. They own the majority stake in the market, therefore, can regulate their profits. Maria Gardas Inc. will gain popularity globally in the non-alcoholic beverage industry and increase its market share and consequently its revenue through the implementation of this business plan. The Consumers can access the products at retail stores, supermarkets, food services and drinking places. With our marketing strategy, the company will advertently top the chart in sales and market share globally. The challenge is to continuously reinvent the Maria Gardas Inc. products such that they remain relevant in the industry. This may be achieved through catchy promotional advertisements, efficient distribution channels, and the introduction of new products, franchising and maintaining the brand name.

References:

Abrams, R. (2014). Successful Business Plan Secrets and Strategies (6th ed.). Palo Alto,

California: Planning Shop.

Cohen, W. A. (2006). The marketing plan. Hoboken, NJ: J. Wiley & Sons.

Cravens, D. W., & Piercy, N. (2006). Strategic marketing. Boston, Mass: McGraw-Hill.

Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-Hill Irwin.

Statistics and facts on the juice and smoothie market in the U.S. (2015) Retrieved from