Business Plan Draft: Analysis of Virgins Beverage Company's Strategy

This document presents a comprehensive business plan draft for the Virgins Company, a non-alcoholic beverage company. It includes a detailed company description, analyzing the nature of the products, quality, pricing, and services offered through the Virgin Daiquiri Bar. The plan delves into industry analysis and trends, highlighting the growing demand for non-alcoholic beverages due to health consciousness and rising incomes. It also covers strategic positioning, risk assessment, and the identification of the target market, primarily young adults aged 18-25. The plan examines the competitive landscape, with comparisons to industry giants like Coca-Cola and Pepsi, and outlines a marketing plan and sales strategy, emphasizing the use of social media platforms like Facebook, Twitter, and Pinterest to enhance brand awareness and customer engagement. Furthermore, it addresses ethics and social responsibility, covering corporate citizenship, environmental impact mitigation, and health considerations. The plan concludes with references to support its findings.

Running head: BUSINESS PLAN DRAFT
Business Plan Draft
Name of the University:
Name of the Student:
Authors Note:

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Table of Contents
Section 1: Business Plan..................................................................................................................2
1.1. Company Description.......................................................................................................2
1.2. Industry Analysis and Trends...........................................................................................2
1.3. Strategic Position and Risk Assessment...........................................................................3
1.4. Target Market....................................................................................................................4
1.5. Competition.......................................................................................................................5
1.6. Marketing Plan and Sales Strategy...................................................................................7
2. Ethics and Social Responsibility Plan.........................................................................................8
2.1. Ways in which Company is Committed for Being a Good Corporate Citizen.....................8
2.2. Company’s Activities Affecting Environment and Ways to Mitigate It..............................9
2.3. Health Issues Associated with Project and Associated Strategies........................................9
2.4. Company’s Advertising and Distribution Plan.....................................................................9
References......................................................................................................................................11

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Section 1: Business Plan
1.1. Company Description
Nature of the Products: The Virgins Company is a Non Alcoholic Beverage company that
serves beverages through Bar of United States called Virgin Daiquiri Bar.
Quality: It is a Non Alcoholic Beverage which is not harmful for the health of the purchasers
and it can be combined by liquor or some other organic product juice or health drink (Kang,
Auras and Singh, 2017).
Price: The cost of a container of Virgins beverages is around $3.
Service: The Virgin Daiquiri Bar offers a range of products to its shoppers. They have their
own particular artists and performers who play music for their buyers. The bar administration
gives careful consideration to the prerequisite and inclination of the customers and they have
composed their hierarchical structure in such a way so they can meet the fulfillment level of the
purchasers (Lobstein et al., 2015).
General Relationship with Customers: As the structure of the association is outlined
considering the necessity of the shoppers, the administration is equipped for maintaining healthy
connection with the buyers which is helpful for the development of the association.
1.2. Industry Analysis and Trends
• The demand for the non-mixed drink is expanding step by step because of high rate of
populace in United States (Petticrew et al., 2016).

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• Due to high wage level and string budgetary framework the request of such drink is
expanding step by step.
• People have turned out to be more health conscious now a days and that has driven them
to pick non-mixed drink rather than Alcohol. It has lit up the eventual fate of non-mixed
refreshment (Petticrew et al., 2016).
• The demand of the drink is expanding step by step because of high population rate.
• Due to globalization many individuals from the different parts of the world has turned out
to be cautious about the benefits of this drink and it has expanded the fame of the drink (Kang,
Auras and Singh, 2017).
• People are turning out to be health conscious and it has motivated them to pick non-
mixed drink over liquor (Lobstein et al., 2015).
1.3. Strategic Position and Risk Assessment
In this situation, client discernment factor can be picked as the key position for Virgin
Daiquiri Bar for promoting the drink of the Virgins company. According to the given contextual
analysis, consumer recognition factors indicate the technique to recognize the prerequisite and
inclination of the potential shoppers (Nakamura et al., 2014). The association of “We are
Virgins” must direct a few statistical surveying and in addition they can utilize current types of
correspondence to interface with the potential purchasers and to distinguish the prerequisite and
purchasing conduct of the buyers. It will help them to investigate the purchasing conduct of the
shoppers.

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There is numerous liquor and non-liquor refreshment organizations nearby and in worldwide
markets who are giving intense rivalry to the drink are Virgins. Some famous worldwide non-
liquor refreshment organizations are Coca Cola, Pepsi, Lipton ice tea that spreads immense
competition in the nearby and worldwide market and these brands have expanded the market
share. Consequently, “we are Virgins” are confronting different inconveniences because of the
entry of these opponent organizations (Popkin and Hawkes, 2016).
Companies to alleviate the Risk:
The administration tries to improve its position by planning the value rate of the item
according to the necessity of the customers, with the goal that they can fight against the
competitive organizations (Petticrew et al., 2016).
1.4. Target Market
It is extremely fundamental for any businesses that they have a careful understanding of their
consumers. In addition they consider that their clients they would not have the capacity to make
sure that they are addressing the necessities of their buyers. Achievement relies upon having the
capacity to address the issues and wants of the clients. In this manner it is imperative that the
organization knows who their clients are, what their requirements are, the means by which their
practices is and the amount they can bear (Blank, 2012).
The initial step to characterize the target market is to distinguish the particular market section
that is required to be reached. These fragments characterize unmistakable, noteworthy
instruments of the total market and give an understanding of fundamental elements that can
capture the target market. It is conceivable that the clients can be classified in various routes,
either by salary level or even by ways of life issues. The wage levels can be arranged into at least

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one of these classes: upscale, extravagance, upper direct, direct and spending plan. Lifestyle
issues are arranged all the more subjectively. Target consumers are less subject to their salary
level and rather are more worried about their own state of mind with respect to how they spend
their extra cash (Winston and Cahill, 2012).
In United States, the interests for non-mixed drinks like are Virgins has been viewed to
advance step by step alongside the number of inhabitants in the country (Petticrew et al., 2016).
Non-mixed beverages are illustrative of new item development portion in the beverage industry.
For Virgins, the target market is for the most part males between the ages of 18 and 25 years of
age. The beverage departments concentrate more on symbolism and size with the goal that no
competitor can duplicate that. This targeting of individuals is done in a way to put stock in the
veracity of the non-mixed beverages' cases. Due of that, larger part of the non-mixed beverages
are created and promoted for the more young era. The plan and segmentation of the beverages
are likewise identified with the target market.
1.5. Competition
Organizations by and large judge their opposition in view of whether their items or
administrations are superior to theirs. Nonetheless, there are numerous different components that
helps decide the achievement in examination with different makers of the items or
administrations. Maybe the brand name of the contender is notable from before itself, or their
items are substantially less expensive, or their circulation frameworks are significantly less
demanding for getting situation in the stores, or perhaps the clients simply like something of their
items in the tasteful sense. The target components of the new organization's items or
administrations is relatively little piece of the focused position. Indeed the greater part of the
client inclination segments like value, administrations and area make up just a piece of the

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aggressive investigation. Whatever is left of the condition contains the examination of the
interior qualities of the rivalries. Over the long haul, associations that have huge money related
assets, profoundly gifted and persuaded workforce and some other operational resources would
end up being a troublesome and persevering contender (Blank, 2012).
Virgins' items incorporate non-mixed drinks that are presented with liquor. In the event that
any individual who does not have any desire to expend liquor at all can supplant liquor with
organic product squeeze alongside the Virgins drink and afterward continue with utilization
(Kang, Auras& Singh, 2017). The item is primarily served at the Virgin Daiquiri Bar in the
United States. The drink is not destructive for utilization and the makers have remembered the
inclination of the purchasers while delivering this drink, with the goal that they can meet the
fulfillment level of the customers. Virgins drink is accessible in the market at the price of $3.
The authoritative structure of We are Virgins has been planned remembering the necessities and
inclinations of the buyers. Accordingly the administration has been fit for proceeding with a
solid association with their clients, which has ended up being helpful for the improvement of the
association (Lobstein et al., 2015). In correlation with Virgins, their rival, Coca Cola has been in
the refreshment business for long and has picked up a position for itself in the market. It is
viewed as the highest quality level in the business and is the biggest vender of non-mixed drinks
everywhere throughout the world. They have a greatly solid plan of action in movement and hold
an overwhelming piece of the pie in the business. They have even developed their item lineup to
remain refreshed with their client needs and inclinations. They have more than 20 marks at
present and report offers of over $1 billion consistently. Coca Cola would not be the most
energizing organization on the planet, yet is one the best for quite a while (Popkin& Hawkes,
2016).

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Virgins have been confronting rivalry from Coca Cola from the earliest starting point itself.
Notwithstanding, there are different contenders additionally, for example, Pepsi and Lipton ice
tea, which in itself covers a colossal offer of the market, both locally and all around, with these
brands having expanded their aggressive position in the market. Therefore, Virgins have been
confronting a great deal of issues and rivalry in light of the nearness of these opponent
organizations. Coca Cola revealed net offers of 41.86 billion of every 2016 and PepsiCo detailed
an entire year income change of 0.4% for 2016. Piece of the overall industry for both the
organizations have been expanding each year, with next to no variances in the course. Truly, if
considered, Coca Cola has been the market pioneer for long time. Both Coca Cola and Pepsi
have considerably expanded their pieces of the overall industry in the last 2-3 years. The general
rivalry for Virgins is gradually getting to be plainly steady, as the organization has begun picking
up piece of the pie.
1.6. Marketing Plan and Sales Strategy
The web has turned into a place which gives a comment. Particularly in associations, the
internet plays a tremendous part in helping the improvement of it. The online system of
advancement has taken assistance from web-based social networking locales to help in the
advancement of items or administrations of any association. The drink business is no exemption.
Facebook can be utilized by Virgins to draw in fans to their page with standard updates. The on-
page engagements additionally drive clients to the organization page and aides in expanding
brand picture and mindfulness. Updates about battles, surveys and Facebook applications
additionally engage the clients. Twitter nourishes of the organization would help in advancement
with more devotees of the brand. It can be utilized to speak with clients consistently, thusly
enhancing client administration and brand faithfulness. Pinterest sheets can be utilized to speak

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with customers regularly, posting pictures and drawing in clients to demonstrate exertion
towards them. All these promoting vehicles would be valuable for Virgins to enhance their
image mindfulness and connect with bigger target client gathering (Tuten& Solomon, 2014).
Red Bull is a decent case of a drink organization which has picked up benefits by utilizing
their online networking destinations to cooperate with clients. Red Bull has aggregated a huge
number of preferences frame their Facebook page, indicating individuals that they are not a
straightforward, energized drink, but rather a direction for living. Red Bull utilizes Twitter to
post several bolsters everywhere throughout the globe, with isolated nourishes for various
occasions. They even react to client remarks and say ensuring the buzz is dependably around the
brand. Pinterest photographs of Red Bull convey movement to their page and ensure client
engagement is dynamic to keep the clients intrigued.
1.7. Steps taken during the changes
For the colleagues to find out about the adjustments in the arrangements and the choices
of the administration Shimon Kornfeld make these straightforward strides: Schedule a meeting
with the group with set motivation to exhibit the progressions that will be executed. Alongside
the show the individuals will likewise need to know how these progressions will be executed and
how are they going to profit the association and the individuals from the group. Each subtlety of
the progressions ought to be disclosed to the individuals, as they will be befuddled (Tourish,
2014). Utilization of data and innovation: Before beginning the meeting, each individual from
the group ought to get an email with respect to the change clarifying the approaches. It ought to
be guaranteed that each part has formal email id for the task.

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Noting the questions of the individuals from the group with persistence is likewise
extremely vital. As the individuals will be new to a thought after the execution of a change it will
undoubtedly develop inquiries in their psyches (Van Wart, 2013).
1.8. Criticality of the timing of communication
Following the visions of the keeper and the planner a recorded wonder was in procedure
to be made in the vision of the caretaker he simply just needed this place to resemble some other
stupendous site. He needed it to be instructive; he needed it to give information to the coming
eras about the history. The significance of the planning of correspondence during the time spent
building such a gigantic task can be clarified in these illustrations: the muddled outlines of the
structures confounded a portion of the guardians about the space intended for the show they were
not having the capacity to picture the convoluted outline (Antonakis and House, 2014).
Amid the determination, procedure of the contactors the venture supervisor declined to
experience the typical standards of choices, as he knew the novel necessities of the undertaking
could be met with somebody who might acknowledge changes. This is where he likewise
imparted his effective experience to odd method of choosing a temporary worker. The customer
did not concur with him as he was stressed over the hazard that was related with the proposition.
Shimon guaranteed the administration that the arrangement was full evidence and was resolved
to change the choice. He decided on statistical surveying in demonstrating that his thought would
not come up short and subsequently got the administration on board to concur with him (Meuser
et al., 2016).
Israel Chaskelevitch, the venture administrator of the temporary worker arranged
modernized reproductions and additionally 1:1 mockups that were made of wooden sheets and

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geotechnical texture, for clarifying in detail the arrangement of the development with the goal
that the guardians could imagine the result of the space. These introductions of the inside of the
space clarified obviously about the joining of the convenient parcels, the hanging of the photos,
and the hanging choices of the lighting apparatuses and so forth. The proposition of the pre-
throwing components made independently in another stopgap industrial facility utilizing joining
jolts brought the outlining group and the development group to a similar page.
1.9. Replacement of two key members of the project
To pick up trust and believability among the individuals from the undertaking Shimon
can organize a meeting with the administration and the individuals from the task about its
prospect and eminence after fruition. This guarantees new individuals will satisfy the empty
spots of the key individuals from the group soon. They likewise can be guaranteed that the
nonappearance of two key individuals from the venture will not hamper the possibility of the
general accomplishment of the group. The individuals ought to likewise be guaranteed of the
way that the task will not be running at a misfortune due to the exit of two imperative individuals
(Mir & Pinnington, 2014).
1.10. Consumer Analysis
As examined, the target market for this drink is the guys who have a place in the age
gathering of 18 - 25 years of age. The people of this age gather are more wellbeing cognizant
now and wish to devour something that is not alcoholic. Indeed, even pop beverages are
destructive for wellbeing. In such situation, We are Virgins can be great alternative. A large
portion of the guys who might be focused on dwell close Los Angeles as the range is related with
being carefree, event and neighborly. They are constantly keen on having a decent discussion,
with drinks close by and companions around. A large portion of the inhabitants in and close Los

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Angeles are on the whole having a high class way of life. They are not concerned much about the
spending of their extra cash for having something that is not destructive for wellbeing and even
taste great. A large portion of the general population around there can be ordered as early
adopters, who are interested in new things and effectively receive something in their way of life
in the event that they like something. Acquiring example of the general population of this zone is
tended to with quick basic leadership and there is no resistance frame their side when they
discover something new. The quality and amount of the item are likewise importantfactors that
drive the residents in the zone to purchase the item (Hakala, Svensson& Vincze, 2012).
1.11. SWOT Analysis:
Strengths Weaknesses
• The drink is not hurtful for the wellbeing as
it doesn't contain any sort of unsafe items
(Nakamura et al., 2014).
• The cost of the drink is sensible for all
income groups.
• Highly focused nature of the market is one
of the significant shortcomings of the item.
• The association regularly confronts
different kind social obstructions and turns into the
objective of different power groups, as it can be
inundated by liquor too (Nakamura et al., 2014).
Opportunities Threats
• The demand of the drink is expanding step
by step because of high populace rate.
• Due to globalization many individuals
from the different parts of the world has turned out
to be cautious about the proximity of this drink and
it has expanded the ubiquity of the drink (Kang,
Auras and Singh, 2017).
 The arrival of several rival companies
such as Coca Cola, Ice tea and so on
works as a major threat for the
company
 It may causes health hazards for the
people who are suffering from any kind
of serious disease, which is major threat

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• People are ending up especially health
conscious and it has motivated them to pick non-
mixed drink over liquor (Lobstein et al., 2015).
to the existence of the Virgins (Moodie
et al., 2013).
2. Ethics and Social Responsibility Plan
2.1. Ways in which Company is Committed for Being a Good Corporate Citizen
Virgins have just a single point – to draw in individuals who do not expend liquor and are
searching for non-mixed drinks. As of now, the beverages are just accessible at the Virgin
Daiquiri Bar in United States. The organization has a target of taking into account the expanding
interest and making the drink accessible to a bigger gathering of shoppers. Hence they have
chosen to pass on the message to their clients with respect to their item.
2.2. Company’s Activities Affecting Environment and Ways to Mitigate It
Utilizing the Five Fs, the message can be investigated and judged on the off chance that it
is at all powerful or not for the association. Virgins are committed to the capacity of serving
clients with non-mixed refreshment, as an ever increasing number of buyers today are getting to
be wellbeing cognizant and any sort of alcoholic or hurtful drinks. The message to be passed on
to the clients likewise incorporates a clarification with respect to the estimating of the beverages.
Each jug of Virgins costs around $3, which is a significant direct cost. The thought is to draw in
more buyers to the drink, and furthermore giving them an option alternative that won't hurt them.
The message additionally is to be simple for the clients to comprehend and have the adaptability
of obliging a bigger customer gathering. It would address the sentiments of the buyers and make
its own space as their most loved drink (Yan, Hyllegard & Blaesi, 2012). The motto for the drink

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can be "your heart will much obliged". It would be advanced on the online networking
discussions. With appealing illustrations and brilliant text styles, the message would be advanced
alongside the toast a huge arrangement of shopper gathering.
2.3. Health Issues Associated with Project and Associated Strategies
• The drink is not hurtful for the wellbeing as it doesn't contain any sort of destructive
fixings (Nakamura et al., 2014).
• The cost of the drink is sensible for all salary gatherings.
2.4. Company’s Advertising and Distribution Plan
The online system of advancement has taken assistance from web-based social
networking locales to help in the advancement of items or administrations of any association.
The drink business is no exemption. Facebook can be utilized by Virgins to draw in fans to their
page with standard updates. The on-page engagements additionally drive clients to the
organization page and aides in expanding brand picture and mindfulness. Updates about battles,
surveys and Facebook applications additionally engage the clients. Twitter nourishes of the
organization would help in advancement with more devotees of the brand. It can be utilized to
speak with clients consistently, thusly enhancing client administration and brand faithfulness.
Pinterest sheets can be utilized to speak with customers regularly, posting pictures and drawing
in clients to demonstrate exertion towards them. All these promoting vehicles would be valuable
for Virgins to enhance their image mindfulness and connect with bigger target client gathering
Distribution Channel:
We are Virgin drink is basically served in the counters of Virgin Daiquiri Bar. It is the
forte of this bar. Customers who need to benefit the drink need to visit the bar.

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References
Kang, D., Auras, R., & Singh, J. (2017). Life cycle assessment of non-alcoholic single-serve
polyethylene terephthalate beverage bottles in the state of California. Resources,
Conservation and Recycling, 116, 45-52.
Lobstein, T., Jackson-Leach, R., Moodie, M. L., Hall, K. D., Gortmaker, S. L., Swinburn, B. A.,
& McPherson, K. (2015). Child and adolescent obesity: part of a bigger picture. The
Lancet, 385(9986), 2510-2520.
Moodie, R., Stuckler, D., Monteiro, C., Sheron, N., Neal, B., Thamarangsi, T., ... & Lancet NCD
Action Group. (2013). Profits and pandemics: prevention of harmful effects of tobacco,
alcohol, and ultra-processed food and drink industries. The Lancet, 381(9867), 670-679.
Nakamura, R., Pechey, R., Suhrcke, M., Jebb, S. A., & Marteau, T. M. (2014). Sales impact of
displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: An
observational study. Social Science & Medicine, 108, 68-73.
Petticrew, M., Douglas, N., Knai, C., Durand, M. A., Eastmure, E., & Mays, N. (2016). Health
information on alcoholic beverage containers: has the alcohol industry's pledge in
England to improve labelling been met?. Addiction, 111(1), 51-55.
Popkin, B. M., & Hawkes, C. (2016). Sweetening of the global diet, particularly beverages:
patterns, trends, and policy responses. The Lancet Diabetes & Endocrinology, 4(2), 174-
186.