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Assignment on Marketing Business Plan of Smooth Drinks Limited

   

Added on  2020-04-07

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Running head: Executive Summary 1Executive SummaryStudent’s NameInstitutional Affiliation
Assignment on Marketing Business Plan of Smooth Drinks Limited_1

Executive Summary 2EXECUTIVE SUMMARY1.1 BUSINESS DESCRIPTIONThe business name shall be SMOOTH DRINKS LIMITED, and it is a sole proprietorshipform of business that will be located off Fort Johnson Road opposite the Edison James Islandrestaurant in Charleston, South Carolina. The business location is very appropriate becausethe objective of the company is to reach all the customers in the entire area of Charlestonsuch as the nearby James Island Charter High School, the Edison James Island restaurant,Bay view Soccer Complex, the Pemberton Farms and many others. The business location isnear the Atlantic Ocean which is the primary raw material for the enterprise hence this willrelatively reduce the transportation cost of the raw material to the business. The business willbe not only a means of earning a living but also a source of employment. The industry will bea service industry selling hot and soft Non-alcoholic Beverages. Hot beverages comprise teaand coffee whereas as soft drinks commonly referred to as cold drinks include the carbonatedand non-carbonated water, a sweetener and a separate flavor (Rani, 2014). (Ashurst, 2016).The size of the business is average and therefore will engage employees both on permanentand contract basis. The business will be advertised massively with a focus on offering qualityproducts with excellent terms and conditions with an objective of securing and maintainingloyal customers.1.2 MARKETING PLANThe enterprise principally aims at consequent production and selling of its Non-alcoholicbeverages which include energy drinks, sports drinks, juice, carbonated water and instant teaand coffee. Selling will be accomplished through advertising, distribution and promotionaltechnique to the its customers which include supermarkets, sole buyers, sports people intraining camps, restaurants, schools and institutions and other shop outlets. The primary
Assignment on Marketing Business Plan of Smooth Drinks Limited_2

Executive Summary 3mission of the business is to make healthy drinks which have low levels of sugar contentbeneficial to both athletes while training (Stiles & Stratil, 2012) and patients.a)Industry Analysis and TrendsCompetition is expected from the major existing companies in the industry namely Pepsi andCoca Cola (Hitt, Ireland & Hoskisson, 2012). These companies are indeed established in theindustry. However, their products face challenges in the market due to their extremely highcontent of sugar and thus have been criticised as detrimental to patients and athletes. SmoothDrinks Limited has initiated plans to produce drinks with minimal levels of sugar contentwhich can even be consumed for leisure (Sholtis et al., 2013). The other challenge for thebusiness in venturing into the industry is market positioning hence the decision to venture theniche market of energy drinks. The enterprise expects a growth of revenue by 6% annuallywith the implementation of an appropriate marketing program and a thorough industryanalysis which has enabled Smooth Drinks Limited to understand its position in the market incomparison with the companies of similar products (Player, 2014)b)Strategic Position and Risk AssessmentTo measure the competition and customer service of business, Smooth Drinks Limited hasundertaken their strategic positioning by providing their products to the right market (WorldHealth Organization, 2012). The company will make use of sports events such as adistribution channel by first sponsoring them and after that selling the products to the athletesand fans (Wilson and Gilligan, 2012).Smooth Drinks Limited is has carried out its risk assessment and discovered three criticalthreats to its operations and the respective solutions:
Assignment on Marketing Business Plan of Smooth Drinks Limited_3

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