Assignment 2: Marketing Plan

Running Head: EPICENTER FRUIT JUICE 1

EPICENTER FRUIT JUICE COMPANY 7

Assignment 1: Company Description and SWOT Analysis

Cynthia D. Carlisle

Dr. Daniel Goldsmith, DBA

BUS 599

May 6, 2019

Epicenter Fruit Juice Beverage

The brand name of my company is Epicenter Fruit Juice Beverage. The brand name symbolizes the company is the converging centre where all the clients converge and get a taste of their choice of beverage. The name defines the location of the company to be the central place where the majority of the customers can easily access all the services of their preference. Epicenter Fruit Juice Beverage organization will provide fruit juice non-alcoholic beverages.

Mission Statement

‘‘The company’s mission statement is to energize and refresh our esteemed customers in a healthy lifestyle and to be the customers’ servant in products and services provision. We seek to advance the quality services to our esteemed employees, suppliers and all stakeholders with a baseline of honesty, integrity and fairness to make a difference and value addition.’’ The rationale behind this mission statement is to satisfy the customers with quality products and services and gain their loyalty. To develop a good partnership with all the stakeholders of the company to ensure the objectives are attained. To create an effective an efficient working system that all the departments are synchronized together to maximize the profits and add value.

Trends

The emerging trends in the beverage industry are adversely changing the dynamics of the market. According to the recent analysis, many customers in the industry are changing lifestyle by adopting various nutritional packaged juices. Majority of customers today prefer non-sugary soft drinks or the ones with low sugar content thus catalyzing the market growth. Many peer companies have not exploited this opportunity of fruit juice beverages because most of the developing countries have poor infrastructure that becomes a stumbling block to the growth of the market. However, with the increase of numerous retail shops around the world, new companies are planning to enter the market making fruit juice industry.

Epicenter Fruit Juice Beverage is enthusiastic to its customers globally for provision of fruit juice drinks in the market. The content of the beverage is capable of controlling heart-related diseases, prevent cancer disease and manage the effects of concentrated drug abuse in the body. Majority of the youths more especially in the US are drug addicts, and most of them are finding ways to refrain from drug abuse. The best refreshing juice made from Epicenter Fruit Juice Beverage is the best for victims addicted to drug abuse. The beverage will keep the world healthier.

Overview of Company’s Distribution Channels

Many companies in the industry have not exploited the opportunity of the new brands that have low sugar content. The market for fruit juice beverage has grown steadily over the last five years since 2014. The market size by 2018 was approximately 45.4 billion liters according to a marketing research report. By 2024 the projection of the market size is estimated to be almost 50.6 billion litres (Priyadarshini, A., & Priyadarshini, A, 2018). The forecast gives an indication of a promising market in the future.

The company will identify potential suppliers from America, Europe, Africa and Asia where the fruits such as watermelon, orange, grapefruit, pineapple and avocados are plenty. The company will get more significant market share as a result of customers’ inclination to non-sugar beverages. Customers are conscious about their health thus shifting the demand of fruit juice to higher levels. The company will produce difference tastes, appealing package methods, convenient distribution channels and value addition to meet the customers’ needs. Furthermore, the organization will align regions with their preference in the flavor and taste. Epicenter Fruit Juice Beverage aims to capitalize on these factors to gain a competitive advantage.

For the company to satisfy and meet the customers’ needs, proper distribution channels must be well selected. Best retailers will be selected to sell the company’s products with minimal supervision. However, control and management will ensure they do not compete for the same market niche. New products will be channeled directly to the customers to get a first-hand response and to deliver the right message about the product. Supermarkets and retail shops offer services to a broader market segment because they provide the best opportunity to cover a more significant portion when they sell on behalf of the company. Technology is one of the emerging trends in the market today.

Epicenter will adopt new technology such that customers who do not want to access the retail outlet will make orders through online shopping platforms. Deliveries will made by exclusive delivery agencies which will be outsourced to offer quality services. The company will advance the platform by adding value to the online services, for instance, offering discounts to encourage more buyers. To manage the stock especially for the online segment, the analysis will be done to know average orders per day such that accurate estimation is made on the quantities to be stocked at specific outlet shop or supermarket. Hence, overstocking and understocking will be eliminated. All process will be synchronized together to ensure just in time delivery is attained in all departments (Lee, 2015). High profits will be attributed to the effective and efficient distribution channel.

Strategic Position

A branding position statement defines the company, identify its place in the market, and explain what the brand offers to a variety of audiences. The strategic position that Epicenter Fruit Company will use is the branding position. My audience will include all customers regardless of age. There will be a juice beverage for all ages. Drinking Epicenter Fruit Juice will enhance your life daily. Epicenter fruit juice will become any organization and all households buzz word. This juice will become the most sought-after beverage in the fruit juice industry. The Epicenter gets your attention, the average consumer will ask themselves where the company got the name and the juice must taste good because of the name. This is a brand that you must try.

Three Types of Risk

A company cannot survive without experiencing risks and challenges. Epicenter Fruit Juice may experience fluctuations in its investment returns because of different tax rates and laws imposed by the government. The remedy for this risk is to partner with the government to have a stake in the company so that it can reduce taxes. Also, the hygiene and safety of fruits juice is a point of concern. Some of the regulation policies that the company must comply with strict rules to check whether the fruit industry complies fully with all the requirements before sales are made. The laws define the raw materials for fruit juice Company, ingredients incorporated during the process and various varieties of juices produced for example concentrated juice.

After manufacturing of the juice is subjected to numerous food regulation, for instance, health claims, labelling laws, pesticide residue law among others. The only way to escape from any mistake is by complying with set rules and guidelines. Also, the company may face a shortage of fruit supply because they are seasonal. The effect will slow down the production process. To mitigate the risk, the company will schedule different quantities at different times because seasons differ globally as well the company will create a good relationship with suppliers so that they will plan production process right from planting to ensure supply is alternated (Fathabad, 2018).

SWOT Analysis

The future of Epicenter Fruit Juice Beverage depends on the way they maximize their STRENGTHS. Natural fruits are perceived to be nutritious. The beverage will have many customers because many people are now taking non-sugar drinks thus making it a famous brand around the world. Promotion strategy of the company is to advertise globally through online platforms to develop making customers feel part and parcel of the brand. Also, improving customer loyalty through the satisfaction of their needs and formulating vibrant and effective distribution channels where customer satisfaction is a point of focus — carrying out brand campaigns to create awareness and open new markets.

The company may experience WEAKNESSES as it runs daily operations. Health issues may arise because of contaminated food during processing. The competitors may have strong taste and flavor than Epicenter Fruit Juice Beverage making the sales to decline. The competition from other brands such as Lemon fruit juice, Water Melon fruit juice within the company can create stiff competition. If the coverage for the market segment is weak, the returns will be deficient; water management is a concern if polluted will pose a serious risk of being inhibited by water-borne diseases (Zerrouki, 2015). The company may be sued, and the image will be tainted. Therefore, the company will try as much as possible to eliminate these weaknesses to foster the returns.

The company will forge ahead for OPPORTUNITIES where it may capitalize on gaining a competitive advantage. Global expansion especially developing countries because they have a broader market and poor infrastructure with fewer competitors. They are diversifying into various natural health juice such as vegetable juices and food to expand services offered to the customers. Appealing packaging methods of fruit juice attract more customers because they are health sensitive. Technology advancement for instance for advertisements, sales promotion and provision of feedback to customers boosts the goodwill of customers. Strict regulations may restrict many companies to enter into business making the Epicenter Fruit Juice Beverage exploit opportunities for some time before other organizations enter the market.

Markedly, when THREATS are severe, the company may shut down if stringent measures are not put in place. The company may face stiff competition from the giant companies like Coca Cola forcing to it shut down. Water may be a challenge because of the inadequate management systems.

Epicenter Fruit Juice Beverage Company aims at producing, selling and distributing fruit juices around the world and becoming the leading company of fruit juice beverages in history. More emphasis will be on the production of non- sugar fruit juices. The company aims to attend conferences and seminars about nutrition beverages and gather information from customers directly to better the services.

References Fathabad, A. E. ( 2018). Determination of heavy metal content of processed fruit products from Tehran's market using ICP-OES: a risk assessment study. Food and chemical toxicology, 115, 436-446. Lee, P. Y. (2015). An attribute prioritization-based segmentation of the Chinese consumer market for fruit juice. Food quality and preference, 46, 1-8. Priyadarshini, A., & Priyadarshini, A. (2018). Fruit Juices. In Market dimensions of the fruit juice industry (pp. 15-32). Academic Press. Zerrouki, S. R. (2015). Anaerobic digestion of wastewater from the fruit juice industry: experiments and modelling. Water Science and Technology, 72(1), 123-134. Abrams, R.,2014). Successful Business Plan, Secrets & Strategies (6th ed.) Planning Shop, Palo Ana, CA