Ctellar Ventures Limited: A Beverage Distribution Business Plan

Desklib provides past papers and solved assignments for students. This project details a marketing strategy for a beverage distribution business.

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Marketing strategy

Market Strategy. 2
Contents
Introduction:............................................................................................................... 3
Summary of my Business Summary ........................................................................4
Business Visual Identity… ......................................................................................4
The Values we promote as a busines...........................................................................5
Market Research……………......................................................................................7
The Ethical Dilemma ..............................................................................................9
Strategies that will help us comply with the equality and diversity law
when selecting applicants ………………………………………………………..10
Description of business assets, liabilities, expenses and gains and how to invest the
Initial capital to prevent cash flow problems………………………………..…….12
Conclusion: ...........................................................................................................13
References: ............................................................................................................14

Market Strategy. 3
Introduction
This assignment is a research that is based on how a business can be settled and what can be
done to grow the business. Cellar ventures limited is a company will be involved in the
distribution of beverages. The business duties are to provide a first class delivery service of hot
and cold beverage related supplies, including ground coffee, flavour syrup, fruit smoothies
concentrated milk, fresh, and assorted paper supplies.

Market Strategy. 4
Summary of my business operation
Ctellar ventures limited is a company will be involved in the distribution of beverages. The
business duties are to provide a first class delivery service of hot and cold beverage related
supplies, including ground coffee, flavour syrup, fruit smoothies concentrated milk, fresh, and
assorted paper supplies. Our service will include invaluable trade resources, effective
promotional programs, custom designed marketing material, training, and product demonstration
as well as information on the latest market trends in the coffee/specialty beverage industry. The
business will be located at a central position in
Old Trafford, Manchester. Old Trafford is the home of the most iconic stadium in the world the
theatre of dream also it the home of Old Trafford cricket ground and Lancashire County Cricket
Club this will be the ideal location and also this town not being far away from the city of
Manchester it will be the most convenient location for the business. By so giving it will give my
business a platform to perform well and expand within the shortest time possible and we be able
to open up our branches in Manchester town and also other parts in the country. Within the town,
there are various institution and sector which will also require some services of such kind. The
business shall be offering high-quality service to attract, attain and also retain customers from the
various institution, government sectors, fans who come to watch football matches, cricket
matches, businessmen and other consumers located in this town.

Market Strategy. 5
Business visual identity
This company is driven by the customers as they are the most important people as they are the
ones that will make our company progress and growth. We believe as a company that when we
offer high-quality goods to our customers then will have a high competitive advantage over our
competitor. Our unique description is your satisfaction is our priority, your happiness our
mandate. This is because we highly value our customers (Visnjic, 2018).
The values we promote as a business
This organization will be geared at promoting at ensuring that it creates healthy partnerships
with the locals of this town. The company will wish to have a peaceful co-existence with the
locals in order to ensure that the environment creates is a win-win scenario and an environment
that will help both parties benefit as a result of the existence of another party. The company will
set a certain amount on its budget to be used to fund charitable programs that the company is
willing to support. Also, it will ensure that it will encourage local to apply to be pat=rt of its
workforce.
The company also is geared towards the promotion of a healthy environment and it shall not in
any way be involved in activities that can lead to the degradation of the environment in any way.
It shall ensure that its production process shall not in any way harm the environment and also its
invest heavily in ensuring that it lays off a good waste management system.
The company shall ensure it offers equal and fair opportunities to all the employee, vendors' and
supplier. And it shall not be involved in any activity that can cause discrimination to either of the
above-named party either because of their gender, race, and physical disability. This is because
the company values a lot these parties and it will want to treat them well in order for them to
accept to transact with them again and again (Mi, 2015).

Market Strategy. 6
The company will ensure that it produces high-quality goods and services to its consumer
without any kind of exploitations.

Market Strategy. 7
Market research
Primary research method
Will us the questionnaire, surveys, and interviews as the primary marketing research method in
order to be able to obtain first-hand information from the customers. The questionnaire will be
used to help us know how many people like coffee, the brand of coffee they like this data will
help us be able to project the number of people who actually love coffee and also help us identify
the best brand we can use when preparing our coffee. Interview and surveys will be used where
we will give the participant our coffee sample and then we tell them to rate our coffee. This
might give us either positive feedback which will act as a sign that our coffee will be easily
accepted or negative feedback that will help us improve on the quality of product that we will
offer
Secondary research method
We will use information available on the internet to be able to learn about the culture of the
locals and also to be able to find data relating to the population e.g the population size; also we
will try to understand more about our competitors. Also, we will use the internet to search for
what good brand we can use to make our coffee in order for us to ensure that we gain a high
competitive advantage over our competitors (Liu, 2016).
Quantitative research method
We will use table and graph to present and analyze the data obtained from primary research
method because when data is presented in this form it is easy to read it and be able to interpret it
in a way that we are able to draw meaningful conclusions from that. The data collected shall be
subjected to statistical, numerical and mathematical methodology in order the organization
comes up with better marketing plans and strategies.

Market Strategy. 8
Qualitative research method
The company will use the opinions that it will obtain from its customers to better its services and
product. These opinions will help the company to check whether the product is ready and
whether it has a higher competitive edge over its competitors.

Market Strategy. 9
The ethical dilemma
The company brand is one of the most important assets that the company owns. So the company
shall not be involved in any dealings with a company that first of all goes against the value that
the company has set about upholding equality and fairness of its employee. As a company we
value our employees as we view them as the most important asset to our company and we shall
not want to tarnish our image as being a new company this might prove to be bad in business as
recreating a good brand image might be a hard process which also might take a long time to be
regained. According to the UK constitution, the law provides that each and every organization
shall ensure it provides an environment that is free from harassment and discrimination. E.g
according to the case presented before the supreme court of the united states in 1970. This case
was presented to the court by Griggs who was the plaintiff and duke power co. was the
defendant. This will acts as our basis because it is regarded as the first case in the history of this
kind. The court ruled out that the company provided an environment that was not conducive for
employees to work in. when an organization associated with a company that is has a bad image it
might suffer a lot that the benefits it might accrue from such an association. The reason that will
make us as a company distance ourselves from such an association is that we value our
employees more and also we don't want a scenario where our company will be unable to attract
the most competent employees to our work as most of these candidates might not want to
associate themselves with us. And also this might make customers to boy court our products and
the services we offer as a way to get revenge on the company that is mistreating its employees.
Strategies that will help us comply with the equality and diversity law when selecting applicants
Analyzing the current population of the community where the organization is located. you can

Market Strategy. 10
ask the human resource department to supply you with information regarding current workforce
within the organization. This will help the organization determine the type of people they want to
add to its workforce as the will have information regarding the number of the minority in the
organization and the number is below the expected then the can take the necessary precaution to
ensure that they correct the deficit (Liedong, 2017).
Form a diversity and equality committee. The main purpose of this committee is to ensure that
they come with strategies and plans on how to ensure that diversity and equality policies are well
implemented within the organization.
Develop a company policy about equality and diversity. This is essential as the company will
have a base for reference when it is undertaking the selection process. These policies will act as
guidelines to the company to help it in ensuring that equality and diversity are well represented
in the company.
Advertising in the media and the newspaper as this will help the company to reach a big
population of people. This will make the selection process to be easier as the company will have
a large pool of candidate from different places and this will help the organization to maintain
equality and diversity within the organization (Capon, 2016).
It was crucial that the entire current employee is trained on the ethnicity and diversity issues as
this will help the entire employee is well conversant with what is required of them and the role
the play towards ensuring the equality and diversity policy is well adapted and followed to the
latter. Also, ensure that a good orientation program is undertaken to ensure that this employee
feels at home and this will help them adapt quickly to the new environment.
Set consequences and disciplinary procedure that any employee who tries to go against shall face
when they go against this employment policy. Some of the disciplinary action taken will

Market Strategy. 11
warning, counseling probation, and termination (Brown, 2018).
Right of employees
• Right to work in a safe working environment.
• Freedom of expression.
• Right to equal opportunities.
• Every employee is entitled a leave of 30 days in every year.

Market Strategy. 12
Description of business assets, liabilities, expenses and gains and how to invest the initial
capital to prevent cash flow problems
The business will invest most of its money in gaining assets that will help us during our day to
day operation, the company will invest in buying 1 computer, a coffee maker machine among
other assets also our main expense will be mainly obtained when acquiring raw materials,
employee salaries among many other days to day expenses. We will obtain a loan from the bank
and this loan will be used to finance our day to day operation and help us to expand our
operations to other towns also we will try to bring on board investors who will help us with the
fund that will be useful in the expansion of our business. The initial capital will be mainly be
invested in infrastructure so that it can help us the business to start running smoothly (Briscoe,
2018).