Brand Strategy for Bio-Plastic Straws in Jamaica

MANAGEMENT
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

BRAND STRATEGY
• Jamaica introduced the ban on the single use plastics recently given the growing amount of rise in
pollution and the problems of environmental degradation.
• The Governmental ban has come into effect after reports suggested that Jamaica was one of the
topmost countries with the highest amount of per capita use of plastic bags (Manzano et al. 2019).
• The estimates were shocking as the different estimates showed that an average Jamaican used
around more than 500 bags per year around.
• It was imperative therefore to introduce a new product for public use and establish a new brand
strategy to publicise and retail the product.

BRAND STRATEGY
• The government of Jamaica have formulated a well-planned brand strategy to address the
different needs of the country.
• The brand strategy for the Government in this regards is the introduction of bio-plastic
straws that can be essential for meeting the different needs of the environment.
• The brand strategy includes introduction and large scale manufacturing of the target
product followed by public advertisement of the product through media.
• The strategy of the company have been listed down in a systematic manner to complete the
tasks at a chain basis.

PERFORMANCE OBJECTIVE
• The protection of the environment is highly necessary for the sustainability of the
future generations.
• According to, Manzano et al. (2019) the presence of the future generations can
help in the improvement of the quality of the environment and also helps the
organization to reduce the harm and the negative effects within the environment.
• This entailed the development of a well devised performance objective in order to
follow up with the strategy.