Manchebar Corporation: Business Plan for Skincare 360 Digital App

This report details a comprehensive business plan for the Skincare 360 digital application, proposed by Manchebar Corporation, a major FMCG company. The plan outlines the application's features, including skincare solutions, product marketing, and appointment scheduling. It includes a thorough market analysis, focusing on the UAE market, incorporating PESTLE and SWOT analyses to assess opportunities and threats. The report details the company's mission, product offerings, pricing strategies, and target customer segments. It covers project management aspects, such as a timescale, Gantt chart, work breakdown structure, and resource allocation, with projected financials including revenue targets and profit margins. The project aims to generate $1 million in revenue initially and increase to $2-$3 million in subsequent phases. The report also includes recommendations and critical evaluations of the project's viability and value, providing a detailed framework for the proposed business venture.

Running head: A DIGITAL APPLICATION TOWARDS 360 DEGREE SKINCARE
A digital application towards 360 degree skin
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Task 1........................................................................................................................................3
Introduction:..............................................................................................................................3
About the Manchebar Corporation-the company:..............................................................3
Figure 1- Graph showing historical price of MANCHEBAR CORPORATION...............4
Presentation to the decision makers of Manchebar Corporation:...................................4
Presentation to seek approval of the decision makers:.....................................................4
The new Business Venture-Skincare 360 degree:.............................................................5
Mission......................................................................................................................................5
Products....................................................................................................................................6
Pricing........................................................................................................................................6
Market........................................................................................................................................6
Customer..................................................................................................................................7
Medium......................................................................................................................................7
General market conditions analysis or PEST:....................................................................8
Political:.....................................................................................................................................9
Economical:..............................................................................................................................9
Socio-cultural factors............................................................................................................10
Technological factors............................................................................................................11
Environmental factors...........................................................................................................11

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Legal factors...........................................................................................................................12
SWOT analysis......................................................................................................................13
Evaluation of the Selection of Tools and Techniques.....................................................13
Recommendations................................................................................................................14
Task 2......................................................................................................................................14
Aims and Objectives.............................................................................................................14
Timescale and Milestone......................................................................................................14
Table 1-Timescale and Milestone of the project...............................................................16
Gantt chart..............................................................................................................................17
Figure 2- Gantt chart.............................................................................................................17
Work Breakdown Structure..................................................................................................18
Figure 3- Work Breakdown Structure.................................................................................18
Figure 4- Resource Overview..............................................................................................19
Figure 5- Cost Status of the Resources.............................................................................20
Task 3......................................................................................................................................20
Critical Evaluation..................................................................................................................20
Analysis and re-assessment of the project:......................................................................20
Value of the Research..........................................................................................................21
Value of the Project Management......................................................................................21
References.............................................................................................................................21

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Task 1
Introduction:
The project is about building of a digital application which enable customers
obtain skincare assistance. The digital application called Skincare 360 would be
owned by Manchebar Corporation and the market where the projected application
would be launched is the United Arab Emirates. The projected revenue for the
project would be $1 million in the initial phase and gradually increase it to $2 million
to $3 million in the subsequent phases. Manchebar Corporation through this project
would look forward to earn a profit of 10 percent on its investments and would aim to
complete the project within a timeframe of 5 years. The company would consider
itself successful if it is able to introduce the online app and the products successfully
in all its markets and earn a return of 25 percent. The project and the goals would be
assessed on SMART test to ensure that they are aligned with the projected costs
and revenue targets.
About the Manchebar Corporation-the company:
Manchebar Corporation will be one of the largest fast moving consumer
goods (FMCG) manufacturer and marketer in the world. The company will be having
its primary listing on UAE Stock Exchange in its home country, the United Arab
Emirates (Figure 1). Manchebar Corporation will be functioning through wholly
owned subsidiaries which are public limited companies listed on stock exchanges in
the host countries and will be allowing the company to generate capital from global
securities market. The American multinational company earns immense revenue by
selling its products worldwide. Manchebar Corporation has some of the top brands
like White, Sunbath, Libil which adds to its brand value. The company is very
responsive to the customer needs and will be keeping on introducing new products
or better versions of the existing products in the market.

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Figure 1- Graph showing historical price of MANCHEBAR CORPORATION
Presentation to the decision makers of Manchebar Corporation:
The project managers of Skincare 360 degree should first present the project
plan for approval of the investors, the present CEO of Manchebar Corporation, Mr
David S Taylor, the managing director and the senior managers. The project would
require an initial requirement of around $1 million. The project managers would have
to obtain approval from the account departments to sanction such a huge amount of
initial investment. They in addition to the accounts department have to seek approval
from the human department to provide them with skilled staffs and marketing
department to acquire clients who would purchase the products. The broad outline of
the project is as follows:
Presentation to seek approval of the decision makers:
The project mangers managing the project Skincare 360 degree require
meeting and seeking approval of the aforementioned decision makers like CEO and
the other departmental heads. They should present the strength and weaknesses of
the company in an organized way. The revenue of the mentioned company will
depend on the general market conditions in which the company operates. The
strength and weaknesses of organization would be based on the study of macro
environmental conditions or PEST analysis which would outline the opportunities and
threats these conditions offer before the organisation (Bradshaw and Schulz 2014).

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The two analyses would be carried out in the light of the project to convince the apex
management about its future profitability and to gain approval to carry it on.
The new Business Venture-Skincare 360 degree:
The new project Skincare 360 degree would aim to provide the customers
with skincare solutions according to their individual needs. The application would be
accessible both on the smart phones and laptops. Skincare 360 degree will enable
the organization to cater to its customers using a digital platform. The customers
would be able to search solution to their skincare problems, gain advices regarding
skincare, take appointments from skin care specialists and gain information about
availability of skincare products. The successful launching of project Skincare 360
degree would enable the management of the company to strengthen its position
even more in the FMCG market and establish itself as a pioneer in the field in
providing application based skincare solutions (Kolesnik, Kuskova and Tretyak
2016). The application once launched would also allow the company to market its
own products, gain customer reviews and even provide suppliers with information
regarding the company. The ambitious flagship project under the brand name of
Skincare 360 is expected to increase the revenue generation and earn a profit of 25
percent once the project reaches maturity stage in the international market (Aithal
2015). The initial sales target would be around $2 million at the initial phase to earn
revenue of $1 million. The sales target of Skincare 360 degree would increase
around $3 million to $4 million so that the company can earn revenue of around $2
million to $3 million as the project approaches maturity phase. The total timeline from
initiation to launch of the project would span over a period of 5 years. The Advanced
scanning technology to be used by the organization will provide a competitive edge
to the products of the company in the UAE market.
Mission
The mission of the company is to provide the most technologically advanced
skincare products to the customers of UAE. The company aims to accomplish this by
using high quality manufacturing and research, a proper and efficient marketing
program and a comprehensive distribution network using a varied range of sources
like retail stores, wholesale stores, door to door marketing and by different other

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means. The utilization of this large scale approach will help in the creation of a niche
market for quality beauty products. Such a positive development will help in the
popularization of the brand not only in UAE but also in other West Asian markets.
Products
Manchebar Beauty Company will be dealing only in skin and beauty care
products with a special range of natural products that will be produced from natural
ingredients and not artificial ingredients which are harmful for the skin. The
manufacturing process will be undertaken in two of the factories located in the
outskirts of Dubai. The production process will be totally managed by the contract
manufacturer of the beauty products. A strong emphasis has been provided to the
deployment of bio chemical experts who are supposed to provide valuable tips and
assistance in the production of the creams and other beauty products.
Pricing
The price of the products will be decided after a number of different tasks to
be performed by specific set of teams that will be established by the management of
the organization. Research of the specific market is a must for the organization
before launching their brands in UAE. It is important for the company to get
knowledge of the different competitors that are present in the market and do a
thorough research of the products and their quality. The management will analyze
the report and then fix the price of the products accordingly. The price must be
competitive so that they can provide a tough competition for the other products.
Market
The mentioned beauty products maker must design their strategy in such a
way so that the organization can enjoy success in their new venture. As mentioned
earlier the market research will help the organization to identify the needs and
demands of the customer and accordingly they can manufacture their products. It is
only Manchebar that tends to offer one of the most specialised and latest benefits to
the customers. Their products are all clinically and scientifically tested products. The
company will be providing the people who come to buy their products a free face
scanning so that they can identify their skin texture and use the most appropriate

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product that is best suited for them. This unique offer will be certainly setting aside
Manchebar from the rest of the companies and will help popularize their name in the
market.
The management will get a clear picture on the exact requirements of the
market after the completition of the market research. The main types of product that
are to be incorporated into the market must have superior qualities than the existing
range of products so that they enjoy proper success in the new market. The target of
the management will be to establish themselves in the local market within a time
span of 4 to 5 years. The company can expand itself with the profit and the revenues
it earned after the mentioned time span to other West Asian countries like Saudi
Arabia, Oman and Qatar.
Customer
Manchebar will attract a large pool of customers at the beginning because of
the presence of a large number of mediums to sell their products. The strategy of the
company will be to divide their customers into two different groups namely the end
user and the reseller. The targeted end user will be in the range between the ages of
24 and 55. The group will consist of female urban population who are supposed to
be the main customers of the product. The consumers will be identified based upon
the market research conducted by the marketing and sales team of the company.
The target customers of the company include the wholesale distributors of the
company who recognize the needs of the customer. There are a number of different
demands of the customers that will have a great impact on the market and will create
a number of different opportunities. These trends relates to the use of modern
technologies to increase beauty, stop ageing and some other related trends. The
customers nowadays are least worried about the quantity but are more concerned
about the quality that the different products will be offering.
Medium
As mentioned earlier the company will be having a number of different
mediums to start their business venture. The main types of venture include the use
of retail outlets, wholesale outlets, door to door business ventures, online portals and
many other forms of business mediums. Though the retail outlets contribute to the

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needs of a large number of people, the modern marketing trends will lead to a large
number of people who are internet savvy and have the least time to visit the stores of
the organization.
Financial Considerations:
In order to launch the unique range of products of the company the
management will have to formulate an efficient financial outlay to determine the
needs of the business. The sales of the products of the mentioned company are
supposed to see a steady rise from the first year of its introduction. It is expected that
the company can generate profits from the third year of its existence in the market.
Objectives
1. Launch of the products in the first quarter of 2018
2. Launch the wholesale products in the third quarter of 2018
3. Achieve a proper sales margin within the second quarter of second
year
4. Generate a return on equity by the end of the 2nd year
5. Positioning of Manchebar products as a successful brand in the
fourth year of its existence
Keys to success
1. High quality of the products achieved through research and
development
2. Creative marketing program
3. Product control and Logistical capabilities
4. Manpower
5. Internet Presence
6. Scanning the face and provide the exact products to customer
General market conditions analysis or PEST:
The general market conditions which offers opportunities and threats to
MANCHEBAR BEAUTY consists of political, economic, social and technological

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factors. The following section will analyse how these factors influence MANCHEBAR
BEAUTY particularly pertaining to its new project Skincare 360 degree:
Political:
The political factors influencing MANCHEBAR BEAUTY consists of
government policies pertaining to areas like taxation, international relations and
industries. The United States of America is a politically stable economy which
encourages growth of industries. The government follows an open market economy
policy which encourages multinational companies to expand into foreign countries
(Nugent 2017). Moreover, the government of the United Arab Emirates has strong
bilateral ties with the major developed and emerging countries of the world. These
countries provide the UAE companies to markets to spread their business and
provide them with raw materials. The government allows companies like Manchebar
Beauty to interact with the policy makers and stakeholders about its strategies and
future business decisions (us.pg.com 2018).
Economical:
The performance of Manchebar Beauty in the industry of consumer goods is
directly based on the economy of the market where the organization operates. In this
section of this report it is shown how economic trends and the issues on macro
environment are determined in this PESTLE framework. The economic factors which
are most significant are mentioned below:
 Improving disposable income levels
 Economic stability of the majority of the developed markets
 Higher growth rate of the developing markets
The opportunity related to the higher growth rate of the market where
MANCHEBAR BEAUTY operates supports the growth of the organization. For an
instance, it can be said that the increased penetration into the countries which are
developing, can surely drive the nation’s global growth. The marketing ‘P’s of
MANCHEBAR BEAUTY must thus reflect the corresponding changes. The business
organization surely has the opportunity to develop further depending on improving
the disposable level of income. The external factors in this context corresponds to

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the rising capacity to purchase of the target customers from reputed organizations
like Manchebar Beauty, stability of the developed market provides stability of the
organization’s macro environment. These particular conditions identify that the
business organization has various opportunities to grow further based on these
elements of this analysis.
Socio-cultural factors
The social changes and the trends majorly affect the MANCHEBAR BEAUTY
in terms of the employee and the customer’s behaviours. Manchebar Beauty should
include the socio-cultural factors in the strategic formulation of the organization for
the market.
 Increasing the preference for the consumer goods which are of higher quality
(natural products)
 Increasing the preferences for the natural products
 Declining the growth rate of the population in developed nations
As the nations develop, the target customers automatically increase
their preferences for the products which are of higher quality from the
organization like Manchebar Beauty. The increased buying capacity of the
target customers automatically increases the profitability of the management.
The business organization should take the opportunities like this to grab the
most of the domestic market and then expand to other countries. In this
context, it is worth mentioning that as the organization previously used to sell
products door to door and then expanded their business in mobile and web
medium; it has become more popular to the target customers as they have
more access in choosing and ordering the products. In this context, it is worth
mentioning that, Manchebar Beauty can surely expect significant increase in
revenues by increasing the quality of their goods. On the other hand, the
increasing preference for the natural skin products presents another
significant opportunity for growth for the business organization. In this context
it is also important to mention that regardless of these potential growth
opportunities, the management of the organization can experience serious
threat of declining population in the domestic market.

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Technological factors
Manchebar Beauty immensely depends on the technological factors in order
to support the goods business of the consumers. Apart from that the technological
advancements hugely affect the behaviours of the consumers and their purchasing
decisions. In this context there are 3 types of growth opportunities that the
management of the business organization can experience within a short period of
time.
 The growing online domestic market
 Automation in business operations
 Increasing the fuel efficiency in transportation
 Manchebar Beauty, has opportunity to increase the fuel efficiency in
transportation
 Manchebar Beauty allows the customers to scan a small portion of his or her
skin and the app will suggest appropriate products
 In the app the customers would get expert’s opinion from renowned
dermatologists
Manchebar Beauty has a huge opportunity to generate more revenues from
the online sales depending on the developing online market. In addition to
that, the management of the organization is providing two unique features
like allowing the customers to send a scanned copy of a small portion of their
skin to get assistance from the management of the organization to choose
appropriate skin products. Another unique feature of the organization is that,
the customers would get 24*7 assistance from renowned dermatologists in
the shopping portals or in their app. These technological factors would
inevitably influence the strategic decisions of the management. For an
instance, it can be said that, the organization’s operation managers can
surely include business automation to maximize the productivity and
increasing fuel efficiency would lower the company liabilities in many ways.
Environmental factors
The organization Manchebar Beauty needs to understand the importance of
developing an appropriate approach to address the environmental factors which are
mentioned below in its macro-environment.