business plan

Section 1: Business Plan

Author’s Name

Institutional Affiliation

Section 1: Business Plan

The name of the non-alcoholic company will be Strawberry Rite since it is unique and appealing and gives the company a positive public image. The company will major in production of white and red non-alcoholic beverages with various different tastes and flavors. The products will be sold in night clubs, lounges and restaurants where nonalcoholic adults enjoy their time. The company’s mission statement is “To be the world’s premier producer of quality, sophisticated and satisfying non-alcoholic wines and provide our customers with the best tasting and healthy products without compromising the authenticity of their regular wine experience”.

From the industry analysis and trends, the NAB industry and market size is expected to grow rapidly and more competitive due to the growing serious health problems that relate to alcoholic beverages (Grand View Research, 2017). North America is found to account for the largest NAB industry following its well-developed economy and high living standards. As well, the high number of aging population has also resulted to low consumption of alcohol. Therefore, with the changing market dynamics in the beverage industry, Strawberry Rite Inc. will find it lucrative venturing in the NAB industry.

The company will be strategically located in VA Chantilly which is hosting 23,029 people according to the US Census Bureau (2010). The area borders one of the largest US metropolitan area, Washington DC. These people often operate of busy week schedule and visit hotels, restaurants, nightclubs and other entertainment places in the weekend to have a good time. This place is known for its recreational grounds like Fairs Lake Virginia. People’s average income here is 121,141 dollars which means most of the households can afford the drinks. In this market,

The target market for the company are individuals who don’t take alcoholic drinks, people who avoid alcoholic wines due to health problems and general non-alcoholics.

As a new entrant into the industry, the company will face competition from the big and well established non-alcoholic beverage producers in the region. They include Mustang Sally Brewing with a constant market share of 39%, Ocelot Brewing Company with a growing market share of 37%. Other competitors such as Coca-Cola, Pepsi, nestle and Bistros &bars have a market share of 24%.

In marketing and sales, the company will use social media such as twitter, Facebook and Instagram to relay information to its customers. It will also use its website to allow customers access new products and make online preorders (Abrams, 2010). The company will also market through billboards and use direct selling to reach its customers. The company will distribute through forming joint ventures with some established companies that are not competitors, referral and affiliate programs and commercial trade shows.

However, Strawberry will have a competitive advantage by producing smooth, high quality and good tasting wines, many varieties of non-alcoholic brands, knowledgeable and skilled marketing team and good marketing strategies, It’s weaknesses are limited capital and high cost structure. Opportunities include shift of society to NAB, international markets and new technologies. Threats are legal changes and intensifying competition. Strawberry will operate from its headquarters in VA Chantilly and various small offices.

The technology plan is that wines will be kept in refrigerating facilities and equipment to prevent spoilage. The company will also use Microsoft office suite to perform daily business activities including data entry, accounting, drafting letters and memos and storage and data sharing. It will use cloud computing in data management, processing and storage. Hardware needs include computers, office phones, printers, hard drives and wireless routers.

The management and organization of the company will include the President, Sales and Marketing manager, production manager, operations and finance manager, marketing, advertising and packaging development team, Production, Research and Development team and Personnel training.

The company will commit to ethics and social responsibility by creating job opportunities for the local community, fair and honest treatment of its employees, offer career development programs, protection of environment and adherence to state and federal laws.

References

Abrams, R. (2010). Successful Business Plan: Secrets & Strategies Paperback. Planning

Shop. (ISBN: 978-1933895147).

Grand View Research, (2017). Nonalcoholic Beverage Market Analysis By Product (CSD),

Fruit Beverage, Bottled Water, Functional Beverage, Sports Drinks, By Distribution

Channel And Segment Forecasts, 2014-2025. Retrieved February 2018 from https://www.grandviewresearch.com/industry-analysis/nonalcoholic-beverage-market

US Census Bureau, (2010). VA Chantilly facts. Retrieved from:

https://www.census.gov/2010census/ on August 6, 2017