Statistics

UpTown Swirl Business Plan 1

BUS 559 – Dr. Andrea Banto

Week 10 Assignment 4: UpTown Swirl Business Plan

By: Deborah Hughes

March 16, 2020

UpTown Swirl Business Plan 2

Table of Contents

1.0 Executive Summary ...................................................................................................... 3

2.0 Company Description ................................................................................................... 5

3.0 Industry Analysis and Trends ...................................... Error! Bookmark not defined.

4.0 Target Market.............................................................................................................. 13

5.0 Competition................................................................................................................. 23

6.0 Strategic Postion and Risk Assessment ....................... Error! Bookmark not defined.

7.0 Marketing Plan and Sales Strategy .............................. Error! Bookmark not defined.

8.0 Operations Plan ............................................................ Error! Bookmark not defined.

9.0 Technology Plan .......................................................... Error! Bookmark not defined.

10.0 Management and Organziation Plan .......................... Error! Bookmark not defined.

11.0 Ethics and Social Responsibility Plan........................ Error! Bookmark not defined.

12.0 The Financials ............................................................ Error! Bookmark not defined.

UpTown Swirl Business Plan 3

1.0 Executive Summary

UpTown Swirl Business Plan 4

2.0 Company Description

Uptown Swirl is a unique company that aims to provide organic products to the

consumers who are health conservative in nature and wants to provide frozen yogurt,

milkshakes, and bite-size desserts. This is a competitive market as there are already exiting firms

in the market with similar products to offer. Uptown Swirl would be known to provide various

variety of non-alcoholic food products such as frozen yogurt, milkshake, and quick-bite dessert

UpTown Swirl Business Plan 5

(Berberich et al. 2016). This would be meant to attract most customers as the milkshake and

yogurt would be made from fresh ingredients (Wilson et al. 2016).

The significance of the name itself conveys a message concerning the products we deal

with and to be of the best quality (Burns et al. 2016). The name also tries to give customers a

particular class by them being associated with the frozen yogurt, milkshake, and quick-bite

dessert. This would give this product a competitive advantage from the other companies that also

deal with frozen yogurt, milkshake, and quick-bite dessert (Wilson et al. 2016).

The company's primary aim is giving consumers non-alcoholic products so as the

customers’ needs can be fulfilled (Berberich et al. 2016). This ensures that there is safety and

also takes into account the environmental conditions (Wilson et al. 2016).

The company would be utilizing the readily available local farmer’s resources as their

labor as the company strives to excel to also deal with the outside market (Wilson et al. 2016).

The company aims to be a successful company that would capitalize on the individual interest

that values healthy products (Burns et al. 2016).

3.0 Industry Analysis and Trends

Strengths

• Offers a wide variety of products

(frozen yogurt, milkshakes, and bite-

size desserts) with affordable pricing.

Weaknesses

• The need of the company to keep its

products at lower temperatures

necessitates that the company invests

more in refrigerators and freezers.

UpTown Swirl Business Plan 6

• The company products cover all the

needs and specifications of the

individuals.

• High-quality products as compared to

competitors.

• There is a mutual relationship with the

customers, as most of them provide

the raw materials for the company's

products (Berberich et al. 2016).

• There is high competition in the

region.

• The ingredients are expensive making

it hard for the company to adjust

prices

• Most of the refreshments require

additional labor costs, which is an

additional expense to the company

(Berberich et al. 2016).

Opportunities

• There are higher chances of expansion

in the region

• The products ingredients are cheap

which saves some money

• There is an existing market which is

easier to thrive through

• New flavors attract more customers

• The firm is more popular since there is

high interaction with the locals who

are still potential customers Burns et

al. 2016).

Threats

• the thriving competition can take some

customers from Uptown Swirl

• increased flavors mean increased

production cost which reduces

companies’ revenue

• There are also some threats to

marginalized income as a result of

maintaining organic products. Burns

et al., 2016).

UpTown Swirl Business Plan 7

There are different trends in the non-alcoholic industry which are likely to have some

effects on the day to day operation of Uptown Swirl as there is a likelihood of changes in the

lifestyle of the individuals. This means that the disposable income of the individuals fluctuating,

which also leads to inflation, which means that the demand for frozen yogurt, milkshakes, and

bite-size desserts will vary, which makes it very difficult in predicting the exact consumption of

the products.

On the other hand, health awareness has also come along with its effects, as several

reactions are mostly contrary to the consumption of several beverages. This is because the

contents of the beverages contain different elements such as sugar, yet some individuals are

settling to take drinks with zero sugar. This causes a decrease in the demand for refreshments,

which is a big deal to the entire company operation as it reduces the financial goals (Wilson et al.

2016).

4.0 Target Market

Uptown Swirl is strategically located in North Carolina. It’s a unique Company that

offers a wide range of products to its consumers. Specifically, the Company provides health

desserts and beverages, which are in very high demand. Its products are unique for their

nutritional value and high-quality. Although the Company operates in North Carolina, the area

focus of this marketing plan is Raleigh. This is a town with a total population of 470,509. The

city is famous for its diverse culture from Whites, Hispanics, African Americans, and Asians.

The racial composition is as follows 48.4% Whites, 40.5% African American, 4% Asian, and

0.5% Native American (Raleigh census. 2017). Overly these are cultures that appreciate and

embrace quality and healthy drinks and foods. The current lifestyle trend has made people more

UpTown Swirl Business Plan 8

sensitive to healthy eating and beverages. The company’s ability to produce healthy desserts and

beverages makes it appreciated by many consumers. The majority of the town residents are

educated. As such, these are individuals who understand the importance of healthy living and the

dangers a sedentary lifestyle continues to pose to society. These are people who would much

appreciate healthy products.

All in all, youth age is the primary focus of the company. In instances of time, they know

the meaning of healthy living. Similarly, the youths make up for approximately 80% of the entire

population. The company will be looking at the age bracket of (10-54) years. As needs and

sensitization for healthy lifestyle spikes, the town has several organizations that influence the

food choices of the entire population. Bearing this in mind, people interested in fitness exercise

form another primary target market. These will include people of various ages, from the old to

the youths. With the rising number of fitness firms due to the high demand for fitness programs,

services, and products, the sale of drinks is projected to increase. These desserts and beverages

are expected to provide a replenishing experience to people.

Table 1: Raleigh data breakdown

Subject Number

Total population 470, 509

Median age 34

Median household income $65,695

Poverty rate 15%

Median poverty value $268,900

UpTown Swirl Business Plan 9

Data provided by the Census Bureau-Based on One Year Estimate.

5.0 Competition

The company is in a very competitive niche/ market. As such, it has multiple competitors

in the market. This poses a considerable risk for the company because projection shows that

other companies will be entering the industry due to the high demand for products. To address

this challenge, businesses are, therefore, focusing on their customer avatar. This entails

understanding consumers’ habits, interests, and everything that might more effective in

marketing plans. From this point of view, it’s adamant about analyzing the level of competition

in the industry. Often, it’s tempting for a brand to judge another, particularly on the basis that

their product most preferred.

However, a good marketer understands that other factors determine business success in

comparison to other businesses in the same niche or sector. With the current business trend,

company success can be determined by its well-known brands or perhaps because of their well-

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

asian

white

other

more races

black

UpTown Swirl Business Plan 10

organized and effective distribution channels. That aside, the company competitors can be

classified as either established or firms considering entry. McDonald’s Corp. is a perfect

example of an established brand. These and other brands like KFC Corp are well established to

the extent of capturing the attention of customers globally. To attract new customers and retain

the existing one, the company will reduce prices and focus on improving quality even further. By

filling a competitive analysis worksheet, we can thoroughly evaluate the Company’s level of

competition.

Competitive Analysis: Customer Perception Factors

Factors Maximum

points (1-10)

UpTown

Swirl

McDonald’s

Corp.

Shake

Shack,

Inc.

KFC Corp Blue Bell

Creameries

Product/services

features

8 8 8 8 8

Purchase price 6.4 7 6.5 6.8 6.7

Indirect costs 9 8 8 8 7.9

Quality 8 8 8 8 8

Durability/maint

enance

6 6 6 6 6

Images/design 5 9 9 9 8

Perceived value 7 8 8 8 8

Brand

recognition

7.6 9 9 9 7

Customer

relationships

6 8 7 8 7

Location 7 7 7 7 7

Delivery time 6 8 7 7 6.8

Convenience of

use

7 7.4 7.9 8 6.4

Credit policies 6 6 6 6 6

UpTown Swirl Business Plan 11

Customer

service

7 7 7 7 7

Social

consciousness

7 7 7 7 7

Total points 108 113.5 104.4 102.8 99.8

Comments High

competition

Mediu

m

Medium Fair

Competitive Analysis: Internal Operational Factors.

Factor Maximum points (1-10)

UpTown

Swirl

McDonald’s

Corp.

Shake

Shack,

Inc.

KFC Corp Blue Bell

Creameries

Financial

resources

7 8 8 8 8

Marketing

budget

6 8 7.5 8 7.7

Technological

competence

7 7 7 7 7

Access to

distribution

6 6 6 6 6

Economies of

sale

7 9 8 9 7

Operational

efficiencies

7 8.5 7.6 7.8 7

Sale competence 8 8 8 8 8

Product line

breadth

7 8 7 7 7

Strategic

partnerships

5 6 5 5 5

Company

morale

7 8 7 8 7

Regulation 8 8 8 8 8

Trademarks 5 6 6 5 6

Ability to

innovate

7 7 7 7 7

UpTown Swirl Business Plan 12

Total points 87 101.5 91.1 90.7 90.7

Comments High Medium Medium Medium

Market Share Distribution

Competitor % of total revenues % of total units sold Trend of market

shares (increasing or

decreasing?)

McDonald’s Corp. 21 % 22% Decreasing

Shake Shack, Inc. 5.2% 13% Increasing

KFC Corp 19% 16% Increasing

Blue Bell

Creameries.

4% 7% Increasing

• McDonald’s Corp. and KFC Corp have historically been the market leaders. The two are

well-known brands all-over the world. To some degree, this helps to reduce their overhead costs

like marketing. As a result, they can attract many customers because of the relatively low prices

of products.

• KFC Corp has increased market share sustainability in the recent past. This is due to its

expansion strategy to other global markets like China and Africa. The Company is performing

well in new regions.

Chart 1:

41%

33%

14%

12%

Market Share By Revenue (Estimate)

MacDonald's

KFC Corp

Shake Shark Inc.

Blue Bell Creameries.

UpTown Swirl Business Plan 13

Chart 2:

• The overall competition is increasing. This mainly due to the threat of copied ideas by

other recognized brands. This might pose even high competition for the company. Overall, the

food and beverage industry is highly competitive. This is substantially attributable to changing

consumer preferences, stringent food safety, mergers, and innovation. Moreover, rising

uncertainty is a significant issue in the food and beverage industry.

6.0 Strategic Position and Risk Assessment

In the product development as well as the kind of services that are being provided, it vital

that Uptown Swirl takes into consideration the customer's opinions. This, in a way, tells that a

company needs to ensure that they are providing the exact needs that are stated by the

consumers. This strategy also entails that customers evaluate the products that are being

produced are appealing to the consumers, which attain maximum satisfaction when any of these

beverages are purchase. Taking this into account also makes the consumers proud as they feel

that their views are taken seriously by the company, which also increases their loyalty to the

company (Burns et al. 2016).

This strategy would also work positively in competing favorably in the market with real

competition since the customers' needs and specification has been taken into consideration. This

means that there would be no or slight chances of the beverages (frozen yogurt, milkshakes, and

38%

34%

15%

13%

Market Share By Volume

McDonald’s Corp.

KFC Corp

Shake Shark Inc.

Blue Bell Creameries.

UpTown Swirl Business Plan 14

bite-size desserts) being disliked by the consumers, which gives the company an added

advantage over their competitors (Wilson et al. 2016).

The prices, which are the determinant that matters if the products would be bought or not,

should also be adjusted to cater to the consumer's level of income to make it affordable. This

plus allowing the consumers to take part in decision making concerning the products as well as

informing them of the significant decisions made in the company would help the company to

thrive more in the market (Wilson et al. 2016).

Just like the other non-alcoholic beverage companies, Uptown Swirl is also bound to face

a different kind of risks. This risk may be related to product development, and sometimes they

may be associated with the supply channel. This industry is vulnerable to various changes in the

taste and preferences of the consumers. This means that a business has to convince its consumers

to continue consuming the products regularly. There are also unnecessary costs that are also

incurred during the transportation of these products as a result of poor road access, and there may

be rains that may inconvenience the transportation sector (Berberich et al. 2016).

Other risks can be associated with the competition in the market, taking into account that

many industries in the existing market are also competitive. Uptown Swirl, in that matter, has to

come up with the strategies that would help it to encounter the competing company in the

industry (Berberich et al. 2016). This means that the company needs to reduce its prices to make

its prices friendly to that of the consumers, which would increase the probability of them being

chosen over their competing firms. The company also needs to perform more promotional

activities that would attract more customers and even can work as a sign of significance in the

market for the prospective customers that may not have known about the company still (Burns et

al. 2016).

UpTown Swirl Business Plan 15

Other risks are related to product safety. This is a sign that beverages need to be secured

at all costs. This also implies that Uptown Swirl should comply with the applicable rules that

govern food security so as they can be sure that food safety has not been compromised. The

company should also do as follows up to notice how these beverages are handled by both the

suppliers and the producers as scrutinizing them would help them to achieve the best way that

needs to be treated as far as food security is concerned (Burns et al. 2016).

7.0 Marketing Plan and Sales Strategy

Competition among businesses is rapidly increased. This is caused by many factors

ranging from innovation, change in lifestyle, and globalization, among others. With these trends,

companies are required to develop practical as well as a reasonable marketing plan that will help

increase their competitiveness in the market. Exploring a new market requires a company to

expand their knowledge of the target market so that they can identify what the clients expect and

the things they can do to ensure they meet these specifications of the clients. The core objective

is to start marketing and selling within a radius of 25 miles from where we are located.

UpTown Swirl can establish a market for its products through its ability to produce

products that are unique in the market and be able to fulfill the thirsts of the clients with new

tastes that offer health benefits. The company provides products that attract consumers from all

age brackets since they have numerous flavors and are sold at low prices. The company targets

the clients who are in the middle class since they consist of the largest group in this area.

UpTown Swirl is looking to develop products that are mostly loved by the dominating ethnic

group as well as the ethnic groups that are said to increase gradually in the area.

UpTown Swirl Business Plan 16

The main message that the company wishes to pass along to the clients is that they should

be able to consume healthy products that are of their preferences. The firm uses this advantage to

compete against other established brands in this market and to be able to encourage consumers to

start looking for new tastes that are not offered by the dominating brands. The company

anticipates using social media marketing to be able to reach its target population and to spread its

message in this region of North Carolina.

The sales strategy goal of the company is to increase its consumer base. To achieve this,

popularizing the business to its intended consumers is fundamental. Several techniques will be

applied. The company will mainly focus on online strategies through social media. This is given

the fact that the world is advancing technologically. It would be increasingly important to invest

in social media platforms like Facebook, YouTube, Funnels, or Pinterest. The majority of people

can access at least one of these social media platforms (Bradley, 2005).

In other words, most of the people have opened an account with one social media

platform. Moreover, the company will be involved in building relationships with customers

through such methods as sponsoring events, offering free samples, and organizing trade shows,

among others. As part of our marketing strategy, we will create a page and an option for a

newsletter subscription. This will allow us to collect consumers’ email. Email marketing is a

trending marketing approach that will help promote our products. The rationale in this is to

create more value for consumers and focus on building long-term relationships. Ads placement

approach will also be used in different sites. We want visitors who enter these sites to find our

products. Using the right marketing approach like funnels we will attract some of these visitors

to buy. Some of these marketing techniques like email-marketing and building of funnels will

UpTown Swirl Business Plan 17

require skilled personal. They will play a critical role in running ads, interpreting data, and

managing these online accounts.

8.0 Operations Plan

The success of a company, to a greater extent, involves proper planning of the operations

of that company with a consideration of the effective use of the available resources. For UpTown

Swirl to be able to meet its production objectives and increase UpTown Swirl’s efficiency and

productivity, it would need the drafting of a comprehensive operations plan. This operations plan

covers all the possible operational activities that would enable UpTown Swirl to deliver the final

product to the consumer (Shin, Lee & Realff, 2017). Some of the operational activities included

in the UpTown Swirl operations include Labor cost, rental expense, raw materials, installations,

machinery, processing, packaging, and marketing. Since UpTown Swirl is competing against

some of the most prolific competitors like Coca Cola who have mastered the art of optimizing

their production costs, our operations plan must adhere to how smart manufacturing and

processing are realized (Al Shobaki, Amuna & Naser, 2017). Therefore, the components or

considerations which will be reviewed in the operational plan are as discussed below.

a) Rental facility consideration

One of the most factors in the development of an operational plan includes analyzing

whether it would be economically feasible for UpTown Swirl to rent a facility for production or

outsource services from already established companies. This consideration will be arrived at

after considering the two alternatives and weighing which option is likely to be cost-effective

both in the long- and short-term process (Shin, Lee & Realff, 2017). For instance, renting a

facility for production is likely to cost UpTown Swirl approximately $250,000 annually. This

UpTown Swirl Business Plan 18

cost can be split into the repairing of the facilities and the equipment, which will cost the

$130,000, electricity fee $50,000, utility cost of the production facility $20,000, depreciation

equipment, and machinery $30,000, tax facility or property fee $20,000. When alternative two is

considered, which is the outsourcing of the production from a plant in existence is located, the

cost is $200,000 annually. Now from the two alternatives, the first alternatives provide a viable

option because we want to own our business and be able to contribute to the local economy and

give back to our community.

Cost of production transition from small to large scale

This is yet another big expense UpTown Swirl is likely to experience because one of the

long-term objectives of UpTown Swirl is to increase its scale of production. And this will mean

transitioning from the previous small-scale production unit to a large scale fully equipped

system. Some of the equipment that will be needed in the transitional period and smooth

operation after transition includes ovens, burners, refrigerators, and equipment for bottling (Shin,

Lee & Realff, 2017).

9.0 Technology Plan

In this age of the 21st century, no company can compete effectively in the global market

without considering how equipped the company is when it comes to technological applications in

the day to day operations of the business (Baden-Fuller & Haefliger, 2013). As argued by the

philanthropic billionaire Bill Gates during an interview with the BBC Television that companies

which haven't embraced tech-fused future particularly in improving companies' efficiency are

likely to go out of business faster than they came to existence. Further, the UpTown Swirl plans

to incorporate technology in all its critical departments like human resource, inventory and

UpTown Swirl Business Plan 19

supply chain management, customer relations, and optimization of UpTown Swirl’s production

line.

In the human resource department, some of the technologies which are going to be

adopted include the use of Integrated Human Resource Management Systems (IHRMS). The

IHRMS can bring together all effective principles in ensuring employee motivation, training, and

quality is maintained in service delivery by the employees (Laudon & Traver, 2016). Other

technologies used in managing UpTown Swirl's workforce include human resource analytics,

which is an evidence-based technique or approach that is used in data analysis and fusion to

optimize the productivity of the workers. Also, the application of Artificial Intelligence in human

resource management, particularly in the recruitment process, to come up with the best algorithm

for selecting qualified individuals for a position. All these technologies are all geared towards

improving the transparency in human resource management principles and enhancing

productivity.

Under the inventory management, the technologies which UpTown Swirl is going to

consider must all be projected or tuned to reducing the turnover time in the production process,

improving and streamlining the supply chain operations. These activities are very vital as they

determine almost UpTown Swirl's efficiency and reliability, particularly in delivering within

deadlines. For instance, in the supply chain, the technology UpTown Swirl is planning on

introducing is the Warehouse Management Systems (WMS), which can model the entire

inventory of UpTown Swirl with timeline specifics. For example, activities like shipping,

reception of the products or raw materials, packaging, tracking of the inventory, and docking

management (Baden-Fuller & Haefliger, 2013). Other technologies that can be used in inventory

UpTown Swirl Business Plan 20

management include the Enterprise Resource Planning (ERP) systems, which coordinate all the

resources needed in inventory management.

Technological plans for ensuring an efficient and reliable flow of information and the

proper relationship between UpTown Swirl and its customers include software as a service

technology (SaaS). This kind of software can connect businesses and companies to their

customers but through a subscription plan. Through this platform, consumers can get 24-hour

customer service ASAP (Laudon & Traver, 2016). Also, there is an exchange of information

between the business and the customers in the area they feel improvement should be made to

improve consumer satisfaction and the quality of products and services issued. Further, this

technology is likely to revolutionize the competition level as UpTown Swirl will continue

staying ahead of the competition curve in this consumer-driven market model. For beverage

production, some of the technologies UpTown Swirl plans on adopting include the Digital Twin

technology and the Robotics since their contribution is going to be immense in reducing the

production cost and enhancing efficiency and quality in the production process.

10.0 Management and Organization Plan

Any company in the world cannot run itself for it needs those who will take up the roles

of making decisions to propel the company and enabled it to realize its production goals. The

same case is true for UpTown Swirl Company for the company needs role identity where every

person or department in the company knows their specific role in realization of the overall

objective (Rothaermel, 2016). Just to emphasis how important management is to a company,

back in the early 1900s Kodak photography company was one of the leading globally in camera

production and supply. But with time and evolution of technology, advanced camera high

UpTown Swirl Business Plan 21

resolutions started to come into the market. At that time, Kodak management refused to adapt to

technology; instead, they stuck to their old business model. Not less than a decade later, the

company was struggling to compete in the now new digital era where very powerful lenses with

a high resolution were manufactured. To cut the story, the management of any company is a

critical element in the success of any business.

UpTown Swirl Company will comprise of the board of directors who will be at the top of

the organizational hierarchy follow immediately by the senior management, which will

compromise by the Chief executive officer or president as the highest of the group (Rothaermel,

2016). Just below the senior management will be the middle level management group which will

comprise of departmental heads as the most senior in that management level (Cascetta &

Coppola, 2016). Then the lower management will compromise team leaders as the senior-most

rank in the bottom level of management (Rothaermel, 2016). Finally, the support staff will be

like an auxiliary group who will be needed occasionally but they don't form part of the skilled

personnel or employees of the company.

Functions of the Board of Directors

1) Some of the functions of the company's board of directors include;

2) Appointing the senior-most level management that consists of the chief executive officer,

the chief information officer, and chief financial officer.

3) Setting up goals for the company and objectives both short and long term

4) Providing support for the executive and their teams

5) Coming up with a compensation strategy for the executives

UpTown Swirl Business Plan 22

Functions of the Senior Management

1) Formulates and delegate roles for the middle management level.

2) Come up with the compensation strategy of the middle and the lower level of management.

3) Appoints the middle level and the lower level management staff.

4) Resolve disputes within the middle-level management.

Functions of the Middle-Level Management in UpTown Swirl

1) Execute the goals and the objectives of the company based on the laid down policies

2) Organize and delegate departmental roles or activities

3) Motivate and solve disputes among the junior staff

Functions of the Lower-Level Management

1) Give periodic reports of the work progress to their immediate superiors

2) To ensure quality is always maintained in the production line

3) Allocate tasks to the support staff

4) Ensure the day to day activity of the company are done for example cleaning

UpTown Swirl Business Plan 23

2.0 Management Hierarchy

UpTown Swirl Business Plan 24

11.0 Ethics and Social Responsibility Plan

Engaging in social responsibility will both benefit UpTown Swirl and the surrounding

community in which the company is located. Also, through social responsibility, UpTown Swirl

will be able to give back to the society that has created an enabling and conducive environment

of operation for the company. UpTown Swirl is going to create jobs to the local community

through allowing some of the staff to come from the surrounding locality also positions like sales

and marketing will be chiefly left to be occupied by the qualified locals (Griseri & Seppala,

2010). Also, UpTown Swirl is going to create employment or jobs by buying some of the

company equipment like furniture and tables from the local carpentry business (Kanji & Chopra,

2010). All these activities will lead to the creation of employment for both the local and outside

jobs. And this will try to solve the problem of lack of jobs and increased crime rates in the area.

Further UpTown Swirl will ensure it complies with the legal policies and laws of every

jurisdiction by providing that protocols are put in place to ensure stringent observations of the

rules and regulations. For instance, in the processing factory, UpTown Swirl will ensure that

emission filters and smoke scrubbers are installed in the chimneys to purify the air before been

emitted into the atmosphere (Griseri & Seppala, 2010). This will go in a long way to help

UpTown Swirl socially responsible in improving the air quality of the surrounding area and for

the residents.

By complying with the Civil Rights Acts of 1964, UpTown Swirl will be able to protect

its employees against harassment or any sort of discrimination. Also, the introduction of

disciplinary measures like retraining those found culpable of harassment charges will help in

reducing harassment related cases in the company (Kanji, & Chopra, 2010). Further formulation

UpTown Swirl Business Plan 25

of a parallel tribunal body that is only answerable to the board of directors which will be

handling such harassment and discrimination cases will allow no interference in the process.

Increasing divert at the workplace can be done by the formulation of recruitment policies

that target to employ across all walks of life and put in place supportive structures for both the

new staff and the old staff (Griseri & Seppala, 2010). Also, organizations of training seminars

and promotions based on merit will help improve non-discrimination and enhance diversity at

the workplace.

Companies activities like the packaging of the final product in a disposal plastic cups are

likely to increase the number of plastics in the environment which, if not properly managed, will

lead to contamination of the environment (Kanji & Chopra, 2010). Therefore, UpTown Swirl

will mitigate against this through recycling the plastic cups so that the number of plastics which

find themselves into water bodies interfering with the marine ecosystems can be significantly

reduced.

UpTown Swirl Business Plan 26

12.0 References

Wilson, T., & Temple, N. J. (Eds.). (2016). Beverage Impacts on Health and Nutrition. New

York, NY: Humana Press.

Burns, P., & Dewhurst, J. (Eds.). (2016). Small business and entrepreneurship. Macmillan

International Higher Education.

Berberich, M., Lucas, F., Puttnies, C., & Nordmann, O. (2016). U.S. Patent No. 9,345,260.

Washington, DC: U.S. Patent and Trademark Office.

Bradley, F. (2005). International marketing strategy. Pearson Education

Raleigh census, (2017). Retrieved on May 12, 2017, from

https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

Shin, J., Lee, J. H., & Realff, M. J. (2017). Operational planning and optimal sizing of microgrid

considering multi-scale wind uncertainty. Applied energy, 195, 616-633.

Al Shobaki, M. J., Amuna, Y. M. A., & Naser, S. S. A. (2017). Strategic and Operational

Planning As Approach for Crises Management Field Study on UNRWA.

Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long-

range planning, 46(6), 419-426.

Laudon, K. C., & Traver, C. G. (2016). E-commerce: business, technology, society.

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UpTown Swirl Business Plan 27

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