Professional Documents
Culture Documents
Overview
A. Description of the Business
This business plan provides information about our product – layered drinks -
that is according to the availability of the resources in the market which is in order to
organize the particular business venture. It also shows our acquired knowledge
about economics and entrepreneurship, which helps us make our product compete
with the existing competitors. There would be no heavy equipment to be used. The
business is dedicated to serve the people well and it will progress accordingly to the
tastes and preferences of the consumers. The owners of the business are willing to
take risks if ever there would be malfunctions to the production. For every unit, we
seek to provide wellness for the satisfaction of each and everyone’s needs and
wants.
Please refer to the attached appendix for the projected goals and means
during the first 22 selling days.
VISION:
MISSION:
GOALS:
OBJECTIVES:
Our objective is to provide refreshing drinks to the consumers during our two-
week period of operation; and also, to apply the knowledge and skills we have
learned in handling our business.
D. Business Model
Key Partners Key Activities Value Customer Customer
Proposition Relationships Segment
*Selling
*Marketing
*Making *Personal
Combinations *A fun, exciting *People within
and new way to the school
*Students
quench your community;
*Teachers,
thirst through students,
Faculty and
adding cool teachers,
Staff of XU
colors to you faculty and
Key Resources drinks with a Channels staff,
very affordable administrators,
*Ingredients price that suits and visitors
*Posters and
*Manpower in with your
flyers
daily budget
*Tools/Equipme *Salespersons
nt
*Booth
Goals
Objectives
Situation Analysis
This section will show the business’ present Situation Analysis of the
analysts using the Environmental Scanning Strategies - SWOT. SWOT
analysis is a tool used by business to identify their Strengths, Weaknesses,
Opportunities and Threat. The strengths and weaknesses of a business are
considered to be in the microenvironment - which means that the forces are
internal to the company or those that are relevant to its operations. It is
composed of the company itself, its suppliers, market intermediaries,
customers, competition and its various publics.
AN ANALYSIS OF THE
MARKETING MICROENVIRONMENT
The Company
Strengths Weaknesses
• Loyal and • Insufficient funding
hardworking • Scarce in human
employees resources
• Democratic • Lacking of research
leadership style
The company showed that its strengths is about its employees that shows
loyalty and good management. This shows that the managers of the
business are democratic in handling their employees and are effective in
handling the other aspects of the company. While on the other hand, the
weaknesses showed how the company is having a scarcity in its funding,
human resources and research.
Suppliers
Strengths Weaknesses
• offers low price of • Uncertainty for the
goods ingredients' supplies
• accessible area
The suppliers’ strengths will fall into the availability of the supplies at a
low cost which will then benefit the company through saving and also by
being able to purchase more supplies. Another strength of this supplier is its
accessible area where the company can easily go to or the company can
easily look for it because of its address is within the city only. While the
weakness of the suppliers is it’s uncertainty as to when will the supplies
last? There is a possibility that the supplier may have run out of stock and
will definitely affect the company’s operations. If this happens, the
operations of the business will have to close if there is really a scarcity in
supplies and a possibility of loss in the business because they will have to
skip a day of operations if they haven’t found other market to purchase a
supply. This is also a risk if the company will have to find another supplier
because the present supplier might have to question the loyalty of the
company and will definitely affect the relationship of the two.
Customers
Strengths Weaknesses
• the company offers • switching of
products that attracts prefences
and mantains loyal • different profiles of a
customers customers
Marketing Macroenvironment
Economic
Macroenvironment
Threats opportunities
Inflation rate • Consumer price index
Consumer spending
shifts
Based on the table above, the threats and opportunities of the company
in terms of its economic macroenvironment showed that the inflation rates,
consumer spending shifts and consumer price index may highly affect the
company’s operations. Example, inflation rates may affect the prices of the
supplies needed by the operation which may then lead to a higher cost in
production that will tend to adjust the business’ price or the business’
servings of the products. While the opportunities of the business showed
that the company may have opportunities when the consumer price index
moves. For example, if the consumer’s price index is becoming lower, the
company will innovate product that serves a combo meal for a very
affordable price, or the company may have to think of a promo where a
customer can purchase two products at a low price. This will all fall in the
marketing strategies of the business to attract customers even if they have a
higher price index.
Demographic
Macroenvironment
Threats opportunities
• Population rate
• Age
• Gender
Increase the number sales particularly to the branch or store that has high
demands of Freezies products that may also help to gain more profit
Determine the target volume and the breakeven point of the business to help
identify the sales quota
Increase the business' capital to make sure that expenses and financial
needs will be covered
Realigned/Revised Market Segmentation
Marketing Segmentation
Demographic
Behavioral
Market Geographic
Segmentation
Pyschological
Lifestyle
Personality
Social Class
User Status
Usage Rate
Loyalty Status
Benefits Sought
Market Targeting
After the formulation of the new market segmentation, the
next step to do is to identify the new market targeting of the
business. In Psychographic segmentation, the sub-variables
doesn’t have available database in the public databases.
Therefore, the company will have a need to conduct a market
research in order to fully acquire the information needed and to
fill the sub-variables that needed focusing in the business
operations. For example, after the company conducted a market
research and have identified the potential sub-variables that
would take place in the formulation of target market, the
company will then gather all the information and come up with a
percentage processing these psychographic characteristics of the
population. After identifying the psychographic characteristics,
the company will have to determine if the market is a focused
market or not. A market which contains many sub-variables are
considered to be a focused market. A focused market is more
likely to have less target market because it would be understood
as “the product is exclusively made” for a certain group of
individuals. On the other hand, the non target market will have a
higher number of target market because this type of market
produces goods and services that is universal or in suitable for
all.
EMPLOYEES
STUDENTS
40%
45%
ADULTS
15%
Positioning Strategies
This area will discuss about the realigned positioning
strategies of the company. The conceptual map below is the guide
as to what the positioning strategy of the business is.
1.1 Significance
1.2 Considerations
Freezies is a well innovated beverage that we can see in the
market, this is a layered juice drink and comes in different
flavors. There are already existing beverage companies in the
market but Freezies is a unique one, it is like having a juice drink
and a soda in just one cup. This is what makes Freezies standout
from other beverages in the market.
1.4 Solution
High Price
High Quality
Low Quality
Low Price
Freezies
Other Company
Other Company