BSBMKG609 - Marketing Plan: Developing a Strategy for Fresh Juice Bar

This project presents a comprehensive marketing plan for Fresh Juice Bar, a newly established business focused on providing natural and organic juices. The plan begins by defining a marketing strategy that supports organizational goals. It includes a detailed description of the company, its products, and services, emphasizing the use of fresh, green vegetables and high-nutrition ingredients to promote health. The target market is identified as health-conscious individuals aged 10 to 60. The plan outlines strategies for market reach, competitive encroachment, and new market development. It also details the consultation process with key stakeholders, including employees, customers, and suppliers, to ensure a well-informed approach. The marketing approach focuses on product strategy, service strategy, and competitive pricing to attract customers and increase sales. Success will be measured through communication, alignment of objectives, and monitoring of key performance indicators. The plan also considers relevant legislation and regulatory requirements. The final plan is designed for presentation to senior management for ratification and authorization.

ADV DIPLOMA OF LEADERSHIP & MANAGEMENT
BSBMKG609 DEVELOP A MARKETING PLAN
Project 1
By
(Add your name & date here)
Name Date Page 1

Summative assessment 2
Project 1
 1
Address each section of this project and answer all questions:
1. What is a marketing strategy? (Note that strategies are not goals or objectives—they support the marketing plan and describe the
steps that will be taken to achieve marketing goals.)
2. Formulate—design and document—a marketing plan. The plan must have clearly articulated goals, logically sequenced strategies
and tactics which are aligned with organisational goals.
3. Describe the organisation and the products/ services being offered by the organisation for which the plan is being developed.
4. Nominate a target market for the product/ services on offer and explain what the plan is intended to achieve—extension for reach
(encroachment into competitor’s markets—larger market share—opening up of new markets, maintenance of current markets etc).
5. Where relevant, consult with other personnel and document the consultation process and outcomes.
6. Describe and justify the marketing approach you have decided to take (provide a detailed rationale).
7. Explain how you will measure and record the success of the plan.
8. What legislation must be taken into consideration?
9. Once the plan has been developed and documented it should be presented to senior management—for ratification and
authorisation. Make copies of the plan and present it to management or make a presentation in a suitable simulated situation.
During the presentation you will verbally explain the plan and might choose to accompany the explanation with PowerPoint slides or
other media that you consider to be appropriate.
Explain:
o how the plan will be implemented
o any nominated deadlines and measurements of success
o the procedures to be followed when monitoring the plan implementation
o what you have done to ensure that the plan is flexible enough to allow adjustments as needed
Submit, to your assessor, answers to the questions, the completed plan and any accompanying background information, copies of the
slides and any graphs, tables or charts that will support the plan. Answers to questions can be presented in essay format and will require
3,000 words.
Name Date Page 2

Table of Contents
BSBMKG609 DEVELOP A MARKETING PLAN........................................................................1
Summative assessment 2.........................................................................................................2
Project 1.........................................................................................................................2
Introduction of your Business.............................................................................................4
What is a marketing strategy?............................................................................................4
Describe the organisation and the products/ services being offered by the organisation
for which the plan is being developed................................................................................4
Nominate a target market for the product/ services on offer and explain what the plan is
intended to achieve............................................................................................................5
Where relevant, consult with other personnel and document the consultation process
and outcomes.....................................................................................................................5
Describe and justify the marketing approach you have decided to take............................6
Explain how you will measure and record the success of the plan.....................................6
What legislation must be taken into consideration?...........................................................6
Formulate—design and document—a marketing plan........................................................4
References..........................................................................................................................7
Name Date Page 3

Introduction of your Business
This is an introduction to your business and aims to tell an audience about your products or services. However, a company introduction shouldn't
just tell your audience what you do -- it should also tell viewers why you do it. A company introduction often includes a compelling story about how
the company began, as well as the company's vision and values.
If a business is running properly by following all strategies, then it will be good opportunity to grow
their business and maintain higher performance. This is important for each organization to understand what is
happening in environment and how their customers will be satisfied by offering products and services. The
present report is based on natural juice that name is Fresh Juice Bar where people could get natural and fresh
juice. This business idea came in to mind while facing the war of Pandemic as it occurred in whole world. As
people is having junk food, fast food, and unhealthy food due to which they suffered from many diseases. To
see all this and keeping healthy to people Fresh Bar is decided to open that would help to provide natural juice
and develop organizational productivity.
Purpose: To help enrich people’s lives through healthy balanced choices.
Vision: To be leader in quality, excellence and innovation – informed by nature.
Mission: To be UK’s leading producers of highest quality juices, using fresh and green vegetables.
Values: To be genuine, open, respectful, visionary, and exact brand in changing environment.
What is a marketing strategy?
What is a marketing strategy all about, what information will it contain: expand on areas such as ?
Marketing strategy is the long term planning of business objectives that company wants to achieve by
offering better quality of products and services. To influence number of people and promotion sale of
products or services marketing is important aspects that used by company for the purpose of creating value
proposition, developing brand messaging, influencing target customers and maintaining high level of element
that attracts people and supports to develop organizational sales. Fresh Juice Bar is newly innovative business
that will operate as per customer demand and create value proposition by offering natural pressed premium
juice, vegetables and fruits directly sourced from farmers, and maintaining high nutrition such as alma, Giloy,
Aloevera, and others that can help to keep healthy to people and safe. The key brand messaging of chosen
organization is to improve the living period of people by getting fresh juice. This target audience based on
demographics that involves age, gender and other aspects of aware people (Han, Qu, Wu, and Huang, 2019).
- the company’s value proposition,
- key brand messaging,
- data on target customer demographics,
- and other high-level elements.
Name Date Page 4

(For example only, DO NOT copy this, add extra information as required)
Describe the organisation and the products/ services being offered by the
organisation for which the plan is being developed.
The main products of Fresh Juice Bar is natural and organic juice which made of green vegetables
and leaves that would help to fight against diseases. By offering this kind of product, chosen organization
could operate their business in changing environment by operating plans and implementing it properly.
This will help to complete with other business as it would offer at competitive prices at different location
of London. This will also use marketing channel and sources to reach targeted customers and increase the
organizational sales.
Name Date Page 5

Nominate a target market for the product/ services on offer and explain what the
plan is intended to achieve.
Target market is important practice for each organization that used for the purpose of managing all
business functions and developing productivity. This is a group of customers in business’s serviceable
available market where business aims to put marketing efforts and resources. This could help to regulate a
business in changing environment and maintain higher productivity. Fresh Juice Bar is targeting audience
between the age of 10 to 60 years old people who wants to keep healthy and glowing skin. This also
bring change in their products as per customer requirement and provide higher satisfaction to people. The
juice which is providing by chosen organization maintain high quality, hygienic, organic, and healthy
products that would help to increase organizational sales and profitability.
Where relevant, consult with other personnel and document the consultation
process and outcomes.
You are only one person, with the experience and skill sets of only one person. Write a few paragraphs discussing who you can collaborate with in
order to confirm your thoughts. Why might you need to gain the benefits of outside opinion and will these opinions actually be of benefit? Discuss
how the following Key stakeholders should be consulted about your initiative, and why: employees, unions, customers, vendors, shareholders,
regulatory agencies, owners, supply chain partners, community members, and others who depend on and/or serve the organization. Who else
should you consult with?
Fresh Juice Bar is starting by an individual who have good market analysis skills, research skills, product
development skills, marketing skills, leadership skills and management skills that can be used for operating
such innovative business and increasing demand of products which can help to increase number of customers
and develop business performance. To bring new changes in juice and services might be create opportunity
for running their business and attaining benefits of increased sales. This gain will be beneficial for organization
as it would operate a business more. The key stakeholders who contribute in operating innovative business
are employees, customers, unions, vendors, shareholders, owners, supply chain partners, and regulatory
agencies. These all help to provide better quality of products and services to customers and keep them healthy
(Laiho, 2020).
Describe and justify the marketing approach you have decided to take.
Marketing is important factor for each organization that used by management for the purpose of
influencing number of customers and delivering better quality of services. Without marketing it might be
difficult for organization to regulate and operate their business as many problem arises while introducing
products and services. To start a business there is need to conduct market analysis that uses to establish a
Name Date Page 6

business and managing all functions. In a business industry, decisions is taken regarding marketing, product
innovation, distribution, operating models and physical location that can help to increase sales. The strategic
element for Fresh Juice Bar is defined below:
1. Product strategy.
This can be explained as first stage of making a business successful by offering good quality of product.
This involve people perception regarding value, features, quality, and functions that supports to manage each
function. The companies investing amount and time with product strategy that can help to influence number
of people and sakes products effectively. Fresh Juice Bar is using product strategy in which it provides best
natural juice to its customers and keep healthy. The product, providing by organization is valuable and
demanding as people becoming unhealthy where it could develop organizational products. This strategy will
help to reach target market by managing quality, features, and maintaining fresh raw material.
2. Service strategy.
For organization services is required to provide customer support at market place that can help to
create uniqueness and managing good work. If services are able to provide fully satisfaction to their
customers, then it creates opportunity to develop business productivity. In relation to Fresh Juice Bar, home
delivery services, handling queries and managing order system is used by management that could help to
make right business decision and attain higher productivity (García Contreras, 2019).
3. Pricing strategy.
This strategy is related to charging prices of products and services which is being offered. For each
organization it is important to follow pricing strategy which can help to influence number of customers and
sale them products. If price is affordable for customers, then it will be opportunity to grow business. As
Name Date Page 7

comparing to local juice shops Fresh Juice Bar has decided to use competitive pricing strategy where it would
keep reasonable prices of their juice. This would obviously influence number of customers and deliver better
quality of juice. This can help to increase business sales and profitability in changing environment.
Name Date Page 8

Explain how you will measure and record the success of the plan.
Discuss these (and others that are relevant) as they relate to your organization and your plan (For example only, DO NOT copy this,
change/add extra information as required):
There are ways to ensure that once you have a winning plan in place it actually comes to fruition. Here's how to make it happen …
1. Communicate and alignment-
Managers need to begin with clearly communicating their objectives, which should be driven by the company's values and vision. Having
conversations with leadership and managers about how employee work translates into the company's goals should be prioritized and take place on
a weekly basis. In relation to Fresh Juice Bar, management use communication and alignment strategy which used
to share information about product or juice that can help to develop business productivity and profitability.
The leader has direct communication with managers and employees and customers that can help to increase
organizational sales.
2. Drive accountability
The Manager should be the first to create goals and then share those goals with the rest of the company. When a Manager knows what all teams
are working on and how each team is being held accountable for their goals and their action plans, it will be easier to quantify vision and strategy.
In relation to Fresh Juice Bar, management is accountable for increasing sales and maintaining good quality of
products that can help to accomplish the business goals. This also helps to managing all functions and
activities in regulate form and maintain higher performance.
3. Create focus
Employees need clear and aligned goals so that they can track their own progress and see how their work contributes to the rest of the company.
Regular, structured performance conversations throughout the entire company should be the norm. In relation to Fresh Juice Bar,
management create focus over organizational goals by tracking records and contributing in each activity that
can help to develop a business and maintain higher performance (Haryanto, and Suhaimi, 2020).
4. Be action-oriented
Everyone's daily and weekly focus should be on the very specific tasks they need to achieve to move their goals forward, and those goals need to
align with the Managers’ vision. In relation to Fresh Juice Bar, management and employees have clearly focus over
specific task and they move towards their goals that can help to manage business functions and activities.
5. Track progress
Regular meetings about tasks should be held with each team to talk about their progress. That way, everyone will understand how their
contributions to the whole company play out. To attain organizational success and increase sales of products which
innovate by Fresh Juice Bar, management used this strategy to track progress and contribute to each business
function. The managers and leader of such organization share information with each other and provide
products which influences customers and implement all management plans.
6. Analyzing performance – This is important for business industries is to evaluate employees and
organizational performance which can help to regulate a business effectively. The management and owner of
Name Date Page 9

Fresh Juice Bar, uses KPI tool for the evaluating financial and non-financial performance of marketing plan as
well as organizational performance.
Thus, from the above it can be evaluated that Fresh Juice Bar is implementing all marketing
strategies to influence number of customers and increasing sales in changing environment. This also helps
to bring changes in existing products and services continuously.
(Source: https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2015/03/5-top-ways-to-implement-a-strategic-plan.html)
What legislation must be taken into consideration?
Key areas in which legislation has an impact on business are in Employment, Consumers, Environment, Competition, and Health and Safety.
How will these impact the implementation and maintenance of your plan? Name and discuss specific legislation that is relevant to your plan.
Laws and legislations are important aspects which requires to follow by business industry for the
purpose of running their business effectively and maintain higher performance. In each country
government plays important role as it gives approval of starting a business within and outside a border.
This is needed to take in consideration as it supports to develop business productivity and profitability. In
relation to Fresh Juice Bar, different laws must be follow such as:
Health and safety Act 1974 – This regulation is related to providing good health and safety to their
employees that can help to work productively and maintain higher performance. This can help to manage
each function and activity by delivering good health and safety to their staff. In relation to Fresh Juice Bar,
management would follow this regulation for the purpose of providing safety to their staff and solving
their issues that could help to regulate a business properly and develop business productivity.
Environmental protection Act – This act is related to maintaining environment clean and
contributing in environmental activities that can help to develop brand image and increase performance.
In relation to Fresh Juice Bar, management follow this regulation by reducing wastages, participating in
CSR activities and reducing pollution that could help to operate business effectively.
Equality Act 2010 – This regulation is related to providing equal opportunities to their staff and
retaining them at the workplace. As a management of Fresh Juice Bar, will follow equality act that helps to
prevent discrimination at workplace between recruitment and pay scale process. This also helps to make
right business decision and increase organizational sales as well as productivity (Nguyen, 2021).
Consumer protection Act – This regulation is important to use by organization for providing right
information about products and services being offered by organization. This can help to manage each function
and develop organizational productivity by influencing number of customers in changing environment. In
relation to Fresh Juice Bar, follows consumer protection act by providing right information about products and
services that can help to increase organizational sales and productivity effectively.
1665
Name Date Page 10

Design & Document a Marketing Plan.
To grow your business, you need a marketing plan. The right marketing plan
identifies everything from 1) who your target customers are to 2) how you will
reach them, to 3) how you will retain your customers so they repeatedly buy
from you.
Done properly, your marketing plan will be the roadmap you follow to get
unlimited customers and dramatically improve the success of your
organization. To help you succeed, use this proven marketing plan template,
and the information below details the 15 key sections you must include in
your marketing plan.
Section 1: Executive Summary
For business organization marketing plan and strategies are most important as it make sales easier for
any business owner. To bring changes and influencing customers there is need to have effective plans to
market and introduce changes accordingly which supports to accomplish business goals. After looking toward
Pandemic situation and increasing diseases an organization Fresh Juice Bar is started. This has decided to
provide fresh, organic and natural juice to customers that keep healthy. The management and advisors
formulate marketing plan for developing business in changing environment.
Section 2: Target Customers
The Fresh Juice Bar is using STP model in which it focusses over demographic level that can help to
influence number of customers and increase organizational sales. This organization is targeting 10 to 60 years
of people who willingly wants to get this juice (Surtawijaya, and Soegoto, 2020).
Section 3: Unique Selling Proposition (USP)
For Fresh Juice bar quality and natural vegetables that sourced directly from farmers is considered
under Unique selling point that will help to influence number of people and increase organizational sales. This
will help to create difference between products than its competitors and develop productivity.
Section 4: Pricing & Positioning Strategy
Name Date Page 11

The chosen organization is implementing low pricing strategy that would help to influence number of customers
and develop business productivity. This also helps to increase sales and maintain higher performance in changing
environment. This strategy also helps to create leading position in changing environment.
Section 5: Distribution Plan
The customers would buy Juice directly from organization or could take monthly plan like milk and
daily uses products. This can help to make easier way to reach directly customers and develop organizational
sales.
Section 6: Your Offers
The Fresh Juice Bar will use this section to offer discount after getting daily plan to its potential
customers that could help to develop business activities and performance in changing environment (Sanders,
2019).
Section 7: Marketing Materials
To promote product or Juice sales chosen organization will use website, print brochures, cards, and
catalogs that will help to influence number of people and develop organizational performance. This also help
to managing all functions and activities effectively.
Section 8: Promotions Strategy
The promotions section is one of the most important sections of your marketing plan and details how
you will reach new customers. The Fresh Juice Bar is using promotional tactics, such as television ads, trade
show marketing, press releases, online advertising that will help to target customers and managing higher
performance.
Section 9: Online Marketing Strategy
The Fresh Juice bar is requiring to focus over online marketing which used to develop business sales
and productivity in changing environment. The online marketing tool used by chosen organization is SEO,
keyword strategy, and social media that could help to increase organizational sales by influencing number of
people and managing all activities effectively. These all strategy would help to target customers and
encourage to make buying decisions regularly (Taylor, 2019).
Name Date Page 12