Business Plan Final

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Wines Di Asti

By Crystal Perkins

BUS 599 Strategic Management

Description

Wine Di Asti offer the population a blend of the white and red wines
they are either bottled or sold in glasses at the bar
The wines are targeted for the healthy drinkers who still want to have a drink but mind their health
our product have no hangovers and there can be taken any time of the day and still have no negative effect on the users

The business is to be entitled Wine De Asti. This firm is to be engaged in selling and making available of wines. The company would provide white and red wines and provide the different flavors as regular wines do as well. This is informed by the decisions that there is a gap in the market of people who do not require the used of hard beverages. The company will make this available to all the wine lovers in the locality at a variety of flavors.

The mission of the firm is to offer an inviting and sophisticated beverage that does not lose the authenticity of our regular wine experience. We are committed to finding high quality products, which enhance its enjoyment, to maintaining the highest level of expertise and professionalism in order to market and sell these beverages.

Mission statement

The company aims at offering a sophisticated and inviting range of products that are authentic
this is to achieved through having quality products that are to enhance the enjoyment of the wines
Professionalism and expertise will always be upheld by the firm
Ethical standards in all circumstances have to be maintained in the firm

Market

The wines are for the non alcoholic drinkers who want to taste different wines
the non alcoholic drinkers account for over 58 percent of the entire population
The wines are targeted to both males and females of the majority age
the industry has recorded growths of 2 percent in the last two years

Industry trends

The nonalcoholic beverages usage is on the increase in the country. This is because of the increasing concerns of the population to their health. The majority of the Americans are becoming very sensitive of their health needs and are aware of the effect of the alcohol to their health. There has been a very rigorous campaign in the globe against alcohol use that has led to the increment of the non-alcoholic drinks use (Harfmann, 2015). This drink is therefore going to be helpful to the drinkers as it will not bring any hangovers and will be useful to the customers as they will drink and drive.

The wine industry has recorded an increment of 2 percent in 2013 and in 2014. However, the market has recorded an increase in double digits of the use of blended wines. This includes a blend of the red and white wines. The kegs have also been showing a growth especially in the indoor and on premise settings. This places a huge market potential of the new wines that wines Di Asti is going to offer the markets. The average prices in the markets have been constantly standing at $9-11 but in the recent past, these prices have been shooting up as the citizens are ready to spend more . The industry is shifting to more innovative branding in the markets. The markets has seen mushrooming of new packaging, labeling and addition on the wines. These addition includes vitamins and energy enhancers. In addition it is estimated that a majority of

places

Will be sold on Wines di Asti bars and lounges
The wines also will be availed to the other night bars and club within the town
Leading retailers such as the supermarkets will be allowed to stock our brands
The online platform will also be used for ordering of the wines
Loyal customer will have the wines delivered to their locations

To gain a market niche, the firm will explore several strategic positioning strategies. The most important of them will be a differentiation strategy. The wines and the services to be offered by the firm will be uniquely packaged to ensure that the customer needs and wants have been addressed. This will include availing a package to the customers to include some music in the wine bars. The packaging of the wines will also vary from those prevailing in the ,markets to create a lower unit that can be offered to the customers at all times. This will also have a lower priced which makes the customers always afford the wines even when they are unable to purchase a full bottle or a full glass of the wines.

Overcoming Competition

the town has fewer wine outlets close to each other which makes the competition lower
the products will be differentiated to ensure that we are able to get new customers and overcome the existing firms
Reward scheme for the royal customer will ensure that we retain and attract new customers at all the time

A reward scheme for the loyal and frequent customers will also be explored to strategically place the firm in a better position (Quast, 2012). This will help attract and retain more customers.

In addition the firm will explore other strategy alignments that enables it differentiate from the other wines sellers in the market. This will include the adherence to the laws as well as the moral obligation to the society. The firm will strictly prohibit the sale of the wines to the minor in all its outlets and even manage their entrance into the bars. The patron suspected to be of the lower age will be require to identify themselves. The patron also will not be sold excessive wines to an extent that they can cause harm to themselves and the general public. This will be a strategic alignment that will be unique in the markets

Strengths

the healthy condition of the wines since they have no proven health illness
Available in all quantitates in the bar. From half glasses to full bottles
Restriction of the ages in the bars and lounges
Blend from farmers who pay attention to the environment and clean growing of the grapes for the wines
The wines are differentiated in color, pricing and packaging to strike out from the other
The users are continually increasing each day

The strengths for the products are the health and diverse flavor provided by the drink. This creates an edge over the other drinks. The opportunity of the products is the increasing heath awareness of the population to the need of taking nonalcoholic and healthy drinks. This makes the drinks have a huge market potential.

Management plan

This organization plan will assist the firm be able to address all the challenges in the firm. it will allow quicker commutation and therefore decisions making. The employees will be easily supervised by their seniors and help enforce the policies and requirements of the firm with the ease needed.

operations

Start up will require $100,000 for the expenses and setting up of the initial operation stages
Assets are approximately 90,0000 for vehicles , machinery, fridges, office equipment's and the burners
this capital, will be raised internally and externally
there will be a blend of both the working class employees as well as new employees in the firm
The top management will be responsible for the recruitment of the employees
The firm will encourage diversity in the working environment

The company total expenses and capital add up to approximately $100,000. On the other hand, start-up assets required by the company including acquisition of plant ,machinery, vats, refrigerators, burners, ovens, bottling equipment’s, vehicles, furniture and other office equipment’s add up to a total of $900,000.

Capital

The capital will be raised from several sources
the founder will contribute the first 100,000 while the family and friend will help raise additional capital
There is a long term loan to be secured for the initial operational and assets acquisitions
Some of the assets will be acquired on lease or be rented out. This will reduce the capital expenditures

Marketing

The initial budget for the marketing is $815500 for the first year and 67900 for the second year
we will use the press media in the locality to advertise
The internet will from a great place for the marketing of the wines
the social
The media will also be used to help advertise the wines
The local radios and television network shall be mostly used for the advertising

f. Marketing plan and sales strategy

The marketing strategy for the organization to sell the wines will be an important aspect in ensuring that the wines are able to sell in the markets. The plan will include the four Ps of marketing

The wines di Asti products will include the red and white wines. These wines will be sold out to the customer as tots, in glasses and the sealed bottles from the various places where the wines will be placed.

The wines will, be availed to customers in the various bars to be opened. These bars will be open every day of the week within the legally acceptable hours for the revelers to access them. The bars are to be strategically located within the town for easier and quick access by all the customers.

The bottled wines will be branded and sold out as sealed secondary distilled wines in the bar, supermarkets and other wine outlets in the towns. They will also be access from the online platforms where the customers will be allowed to make their orders. The customer will also be able to make orders through a call and have the wines delivered to their locations

The wines will first be priced at a relatively lower price to allow costumer attraction. This strategy will allow the products to penetrate the markets easily. Once the business has attracted enough customers, the prices will be increased marginally to allow the company meet the financial obligations (McGuigan, Moyer, & Arris, 2004). However this increment will be gradual so as not to scar away the customers.

There will be a premium pricing of some of the wines. This is meant to allow the firms attract some calls and prestige. This wine will bring in a new cache of customer who are affluent in the society and are looking for class. They will also be accorded a special place in the bars where they can interact and socialize among themselves easily.

The products will be advertised on various channels that will reach the customers. This will include the preparations of several fliers that will be distributed to the potential customers at various strategic places. There will also be posters that will be distributed in the public places concerning the wines available and the prices as well as the various offers.

Online platforms will also be used to advertise the wines. There will be adverts placed in the social media sites such as Facebook, LinkedIn, twitter and the Instagram. The adverts are better placed since they can be accessed any time of the day from any location. They also can be customized to suit any target customer

Social responsibility

Will deal with supplier who only have respect for the environment and treats its employees with respect and dignity
Will work with farmer and produce to ensure maintenance of standards
ensure that the bars do not sell the wines to minors
Not encouraging patron to drink up to intoxication while in the bars
Buying bottles from the patrons

The firm will also place a greater regard to the environmental purity. This is due to that fact that the product then firm is dealing with come from agriculture. For the business to continue thriving, the farmers in the farm, where the raw materials for the wines come from, must also be able to use farming methods that are safe to the environment. The business will not buy the product from manufactures and suppliers that are not environmentally friendly and compliant. We will also work closely with the farmers and the wine distillers to explore better methods for the production ,transportation and packaging of the wines in the most healthy and environmental friendly manner (Green to Gold,2006).

The use of the glass bottle in packaging the wine has an impact to the environment in a major ways. The glass are a non-biodegradable material that is harmfully to the environment and the animals as well, as human beings if disposed improperly. The firm will work with the community to buy wine bottle from them instead of allowing them to dispose them in the environment. This will go a long way in ensuring that the bottles have a minimal negative impact on the environment. The firm will also be encouraging the farmers to use chemical and the farm inputs that that are safe to the environment.

Water is greatly used in this industry from the growing of the crops in the field to the distilling of the wines and the cleaning of the rooms. The firm will encourage, as far as possible, the users to ensure that they use water in the most appropriate manner. The firm will explore other methods of cleaning in the bars that does not require much water as well as encourage the manufacturer to use the water in the most appropriate manner.

Ethical standards

Abide by the laws governing the wines and drink industry
Pay the taxes in time and honesty
The employees will be hired in the most ethical manner
Observing labor requirements and remuneration of the employees
Having adverts that have no adult contents for the general public

Observing the laws of the land will be at the core of the business. The firm will be decentralized to allow each operating unit be able to address the specific need of the legislations in every place they are operating. The managers found to be violating the laws will be disciplined accordingly and face the full force of the laws concerned

Treating employees with dignity and respect is one of the core values of the business. This will be in line with the legal requirements of the labor laws concerning the remunerations, leaves and working conditions. The firm will offer competitive packages to the employees to ensure that they are able to perform their duties in the appropriate manner. The firm will go the extra mile of training and developing the employees so that they can realize their dream within the firm (Quast, 2012). The employees will be provided with the right working gear to protect them from any danger in the workplace. In addition, the Human resource will always have a listening ear to the needs and demands of the employees. The firm will always negotiate with the employees on the matters that are affecting them and find an amicable solution to the problem. All these are meant to ensure that the employees are motivated and minimize the employee turnover (Gibb, 2011 ) .