BUS 599 - Healthy Beverage Business Plan - Final Draft

This business plan outlines the establishment of a healthy beverage bar, detailing various aspects of the business. It begins with an executive summary and introduces the company's mission, vision, and core values. The plan includes a company description, industry analysis, and target market identification. It analyzes the competitive landscape, focusing on key competitors like Red Bull and Coca-Cola, and proposes marketing and sales strategies. The operational plan covers key aspects of running the business. The technology plan discusses infrastructure needs, while the management and organization section details leadership and ethical considerations. The plan also explores ethical and social responsibilities. The document includes a financial plan and provides references. The plan focuses on the youth market with a focus on health and natural ingredients, and the company plans to differentiate itself through innovative product offerings and a strong emphasis on customer satisfaction. The business aims to compete effectively in the beverage industry.

Running head: BUSINESS PLAN
Business Plan
Name of the Student:
Name of the University:
Author’s Note

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BUSINESS PLAN
Executive Summary
This report addresses on plan needed to put up a healthy beverage business. It starts with
introducing pertinent terms that would be found through the report. Such terms include business
plan etc. it defines necessary terms in relation to the context of the presentation and further give
their description in the subsequent sections. The report describes plans for technology
infrastructure required, dealing with competitors, management of the firm, operational plan to be
put in place, plan on limiting costs and maximizing on profits and revenue as well as plan on its
finances. The report would be introducing with the name of the business which is to be
established and the main missions and visions which is associated with the business would be
discussed appropriately. The report would then move forward with the identification of the key
competitors which are operating in the market and formulate counter measures which can be
followed by the newly established business. The report would also be showing various plans
which are formulated by the management of the company which includes marketing and sales
plan, operation plan. It is on the basis of such plans that appropriate decisions re taken by the
business The discussion would also be including ethical and social responsibilities which needs
to be undertaken by thee new business in order to ensure that there is compliance with the
relevant rules and CST guidelines which the business are required to follow.

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Table of Contents
Company Description......................................................................................................................3
Industry Analysis and Trend............................................................................................................5
Target Market for the Business........................................................................................................5
Competition of the Business............................................................................................................6
Marketing Plan and Sales Strategy..................................................................................................9
Operational Plan............................................................................................................................12
Technological Plan........................................................................................................................15
TECHNOLOGICAL PLAN PREPARATION..............................................................................15
Rationale of The Company to the Society.....................................................................................17
Management and Organization......................................................................................................18
Board Members and Advisors...................................................................................................19
Ethics & Social Responsibility......................................................................................................20
Conclusion.....................................................................................................................................21
Reference.......................................................................................................................................22

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Company Description
The name of the company chosen for this particular study is Healthy beverage Bar and
supplying a wide range of made to order fresh beverages in Atlanta, GA. The company is one of
the leading companies in the world for producing non-alcoholic beverages. It has a market share
of more than 52% and has huge control over revenues. It has its branches across the globe and it
is headquartered in United States of America. The reason for choosing this company is because
they have diversify the drinks to include every kind of healthy drink catering to the needs of
sportsman from across the globe. It has also games for clarity because of being one of the
sponsors in the world cup. It has also sponsored National soccer team and has made drinks
keeping in mind the different demands of heath oriented persons. The name of the company
aligns with definition and purpose of the company. The extended meaning of the term is the
provider of life and eternal youth. The catchy name has a very deep meaning which is profound
as well as universal. It has been believed in the history that this drink provides immortality and
the company also aims to live eternally in the minds of the consumers.
The non-alcoholic drink will be very low on sugar and will have negligible amount of
preservatives. It will have the right balance of minerals, protein and carbohydrates. There will be
no chemicals used and the product will be natural. The company shall be producing four flavors,
namely, strawberry, and vanilla, chocolate and mint. The company will also produce a different
drink for women specially, to cater to the needs. For a long period of time, the soft drink industry
has been persistent with high sugar level drinks that are usually unhealthy and lead to health
problems. The name aims at enticing customers to our stores to not only refresh themselves but
check their health by consuming Healthy and refreshing beverages.

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Mission Statement
The mission statement of the company is different from others because it is aimed at
preserving the health of the consumers without utilizing any chemical substances. The mission
statement of the company is as follows:
“Help in energizing the world through natural ingredients, both in terms of mind spirit
and body”
The components of the mission statement are a way of understanding the goals and
principles of the company and how they are willing to work towards creating more happiness
and optimism in the world (Cohen et al 2015). Energy drinks have a way of making customers
feel energetic and invigorated. The information included in the mission statement is very
important to get a better idea of the company perspective.
Industry Analysis and Trend
The company has always worked on the needs of the consumers to understand and get
hold of the market better. The company has started to make vinegar probiotics. Probiotics are
scientifically proven to help in digestion and also boost the immune system (Savell, Fooks and
Gilmore, 2016). The idea of inducing vinegar and probiotic in the drink is creating a balance
which is both invigorating and energizing. The aim of the company is to induce Health with taste
so that no hand is committed to the body. A new range of the product is coming out in the flavor
of coconut water which is refreshing and will try to make peace with the increasing consumer
demand. The reason why this company will do better than the other counterparts is because it is
infused with vitamin as well as supplements which will benefit the players in the long run. The

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players are very health conscious and therefore it is only is a food Dame to grab a healthy drink
during their practice.
Target Market for the Business
The target market of Healthy beverage Bar Company is young people (youth) those
majorly prefer to have such kinds of drinks on the daily basis and in significant quantum. The
products that are designed by the company are according to the choice of youth, thus they can
appeal young generation of 15 to 35 years. It has been expected that this age group cover approx.
25% of the market. The way of living of young generation enforces and attracts them towards
drinking such beverage that gives then taste, energy boost which keeps them energetic for long
time (Cohen and etal.2015). The beverages are made available in the areas such as schools,
canteens, colleges, malls and everywhere in the country which can easily attract the consumers to
buy it. Advertisement and promotions that are done on the television and radio, magazines,
newspapers online media, mobile phones so that the targeted market assist in communicating in
effective manner regarding the product and latest offers of the company (Martin, 2018).). Apart
from this the products are not very costly, they are provided at average rate which can be
affordable by all and that is a biggest advantage of it.
Competition of the Business
According to the analyst’s survey it has been assessed that there are more than 200
brands of beverages worldwide. Brands such as Pepsi, Coca-Cola, Red bull, Full Throttle, Amp
are the major competitors in the beverages industry. 42% of the market is covered by red bull
(Pettigrew and etal, 2015). Further, Arden’s Garden is one of main competitor as it is located in

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same business area. As their marketing strategy is focused on health, thus it attracts the
customers in significant manner. However, there are various competitors in the field of
beverages in the market and they are constantly coming back with the new and innovative idea
and taste to survive in the market place. Thus, it can be concluded that the company has to fight a
tough competition in order to sustain in the beverage industry. The following table provides a
breakdown of market share of various energy brands that are presently at the market.
Table 1: US Energy Drink Market Share
Brand Company Market share (%)
Red Bull Red Bull Inc. 42.0%
Rockstar Rockstar Inc. 11.0%
Monster Monster Beverage Co. 14.0%
Full Throttle Coca-Cola Co. 6.9%
Amp PepsiCo 3.6%
Others Others 22.5%
Total 100.0%
Company message

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The message of the company is provided through its mission statement. The same is as
follows: ‘Help in energizing the world through natural ingredients, both in terms of mind spirit
and body’. The five F’s on which company and product emphasizes are as follows
 Focus
Primarily for marketing business strategy of the company is developed in accordance
with the objectives of the company (Gittelsohn, Trude and Kim, 2017). It seems that mission
statement includes the idea, meaning depth of the suggested business practices which are
compiled by the company. Focus is not just about what business you want to do but it is also
about making decision regarding the manner in which business operation will be continued or
operated. Focus includes various strategic thrusts and important areas which should be
emphasized while developing marketing strategy of a company. Thus, the main focus is on
accomplishment of mission of the company.
 Follow-through
Actions and implementations are considered as part of strategy formation (Kuazaqui,
2018).). In case which there is a lack of follow-through various strategies don’t work. It is very
obvious, if there is no implementation of polices in adequate manner there is no compliance with
strategy developed. Therefore, the company make efficient attempt to align people and resources
for execution of the plans for achieving the objectives.
 Feedback
For making the plan successful it is important to get feedback on regular basis and it must
be assured that all the stakeholders are kept advanced frequently however it happen where plan
breaks down. Attainment of feedback at reasonable intervals is one of the practices followed by
company in order to operate business operations with smoothness.

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 Flexibility
The execution of strategy is done in the changeable and lively environment. Therefore by
considering the changes and surprises that arise within an environment, plans required to be
adjusted or altered. The procedure of strategy implementation followed by the company is strong
and with a high degree of flexibility so that required changes can be indulged in the business
process of the company.
 Fun
The specified variant does exist in the organization culture in order to develop positive
environment (Davis and et al, 2015). In order to indulge same, attempt is made to have
interactive strategy sessions so that it does not result into boring meet out and every one attempts
to be part of it on its own and not by force. Moreover, strategy is not merely positioned apart
from this but it influences and inspire the employees and management for attainment of
objectives. Thus, through involving the element of fun in the organization employee work with
excitement and procedure will turn out to be vale adding and productive.
Marketing Plan and Sales Strategy
The nature of the management of this company is very democratic and it believes in
inclusive treatment of all the employees and company staff. The best position for the company
will be to utilize the concept of think global and act local (Fahy, 2012). This will help in driving
out competition from the market and also established the company as one of the leaders in
producing sports drinks. The reason for implementing the strategy is to ensure that it can protect
its own image and also position them in the Global market. This will help in creating a uniform
image of the company in the eyes of the customers (Idris & Abdul Wahab, 2015). This will also

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avoid fragmentation and the company will be able to produce strings to meet the specific
demands of the sports players on a domestic level as well.
Market dynamics suggests the factors that effects any market, as per the theory of
economics, there are supply and demand, price and quantity to analyze. The new health drink
brand might face problem in the early stage to meet the demand and supply curve, in the
beginning. As new employment will be made, there will be increase in demand size economics.
Based on these the company needs to undertake effective business strategies like
promoting the product in a global level to increase the sales.
Figure 1: Steps to make a comprehensive business an (Source: Self developed)
Distribution
The distribution of the company places a very important role to gain better economy and
profit. It is also a method of selling the product and utilizing agents to sell the product to fulfill
their monthly profit demand. The company well sends the drinks in sports venues and also in
grocery stores (Elkington, 2014). This is a method of helping the customers get accustomed to
the availability of the drink. Only limiting the drink to the sports day when you will not get the

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attention of the local players will affect the business. The best way to reach out to the customers
is by creating advertisement on television, magazine and brand endorsement. The new generation
is focused on using Social media strategy; therefore, advertising through social media is the best
way to reach billion of customers.
Risks
Identified Risks Ways to mitigate
 As it is a NAB product, Ethics,
Compliance and ABAC are
maintained or not that needs to be
investigated.
Following Rules of the government ,
accepting beverage category
 Damage to the corporate reputation
as well as brand culture.
With the overgrown competition in the
market ,the company faces huge competition
with PowerAde, Coca –cola, PepsiCo ltd.
 Not branding in the As the company is focusing mostly on
branding in urban areas, they might miss the
customers from rural areas
The risks that will be faced by the company in producing health trains is getting
permission from the government to ensure that the products are certified by doctors and
nutritionist. Company my face the risk of getting permission to do business on natural health
drinks. The company shall mitigate the problem by taking proper precaution and registering with
the government authorities.
SWOT Analysis
The products will be organic and fresh fruits and organic vegetables will be used.

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Strength
1. Size and scope of the brand: they have
an incredible political clout that helps
to expand in different countries.
2. High quality beverages – Delicious
healthy beverages, will be represented
in many ways.
3. Distribution tactics: they have branch
into different Global economies
(Kotabe, 2011).
Weakness
1. There is growing competition in the
market.
2. The price of the products is moderate,
but the business set up will be high,
with big ideas to intend money might
scare and may run out of money if not
carefully budgeted and planned.
3. It does not have any brand ambassador
to promote the health drink.
4. It is only restricted to health drink and
therefore the scope of expansion into
other branches is difficult.
Opportunities
1. They have the potential to diversify into
different variations of wellness and health
drinks
2. They have the power to venture into
different International markets and make their
presence felt
Compared to the soda drinks and juices these
will be healthier for people. 100% fruit juice
and vegetables are a smart addition to any
well-balanced diet, providing vitamins and
minerals like potassium, vitamin C and
foliate. Our beverages will be a convenient
way for adults and children to help reach the
recommended number of daily servings of
Threat
1. There is a lack of raw materials and
resources.
2. The sports companies are creating a
threat to the environment and the
scarcity of water is one of the reasons
why the health companies will have to
take accountability.
3. Indirect competitors: there are many
boutique companies that are posing
threat to the growth of this company.