paper writing work MKT 421

Marketing Lemonade (Part 2)

MKT/421

Abstract

Team C-itrus Farms is a for-profit Lemonade Company. Our product is organic, and made from local orchards. Flash-Pasteurization is used to reduce unnecessary preservatives and include a stamp of authenticity from the each of our local orchard suppliers as a marketing strategy in providing advertising recognition in exchange for a discount for the supply of lemons. Current production and sales are in Texas, with promise to expand nationwide. Flash pasteurization reduces the distance our product can travel logistically with a two-week expiration date. Due to the perishable nature of the organic product, expanding production globally is the goal. A SWOT analysis of region, market competition, type, and application are complete and provides a positive position. This analysis addresses target segment and product definition, sales promotion and reasoning, demonstration of social consciousness, global market discussion, promotional methods, and ethical or moral issues that may be encountered.

We will give out free samples at local events. We want to have mobile beverage trucks so having the truck at these events will get our name out to the local community and to the tourists that are in town. While they are enjoying their free sample, we can inform them of our product and tell its story. To seal the deal, we will give them a coupon which will be an incentive to go to our permanent locations and purchase our product for a great price.

Being a socially conscious organization can come from having a knowledge of what is going o within your community. Helping at community events and fundraisers in order to better the community. Showing the banks that you have set up volunteer hours for your employees is another way to show the banks that you will be involved within your community. When there are markets set up and different events for kids, setting up a booth with our lemonade would be beneficial to not only get our brand out to the public but it would make us more social within our community.

The international expansion of Team C-itrus Farms lemonade product to a global platform, research to better understand the citrus producing regions of the world is understood and are the target. Brazil is the top producer of citrus in the world, then the Mediterranean, Mexico, and China to follow. Price setting, regulations, and packaging per region is clearly understood. Broadening the scope of business to the international arena can offset the risk of decline in the U.S. markets and “significantly improve your overall growth potential” (Entrepreneur, n.d.).

Use of Funds

Uses of Funds: Sources of Funds:

Facilities Costs $120,000 Owner Collateral:

Equipment and Vehicles $325,000 IRA $50,000

Supplies and Advertising $49,000 Owner Savings $10,000

Other Startup Costs $13,000 Home Equity $30,000

Total Startup Costs $507,000 Total Collateral $90,000

Working Capital Required $100,000 Total to be Financed $517,000

Total Uses of Funds $607,000 Total Sources of Cash $607,000

Citrus Supply Map

A SWOT analysis of region, foreign market competition, type, and application show promise for international expansion.

We live in a time where everyone is addicted to their cell phones and other electronic devices. Promoting Team C-itrus Farms on a global scale can be done with advertising on all social media platforms (Instagram, Facebook, Snapchat, etc.) By doing so, it will allow people all over the world to become familiar with our product. Having a contest where users post pictures with our product and hashtag #TeamCitrusFarm allowing them a chance to win free merchandise and/or products. Taking a close look at post from curious potential customers in other areas/countries and sending free samples while at the same time working to get our product as an available commodity in their country. Within our domain of the U.S. we will have our mobile beverage truck pop-up (ie. Pop-up shop) at different events across the country, such as professional sporting events and concerts.