Introduction to Management: Fresh Pulp Juice Launch Report in Zambia

This report details the launch of "Fresh Pulp," a fresh juice company in Lusaka, Zambia. It outlines the business vision, mission, and product description, focusing on freshly made juice from local fruits. The report analyzes the target market, business strategy, and product positioning, emphasizing the need for healthy refreshment in Zambia's climate. A comprehensive SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The marketing mix, encompassing product, place, price, and promotion, is explored in detail. The report also considers market demand and competitor analysis, concluding with recommendations for a successful product launch. It provides valuable insights for potential investors and entrepreneurs aiming to establish a juice business in the Zambian market.

Running Head: Introduction to Management
Business Entrepreneurship
Name of the Student:
Name of the University:
Author’s Note

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Executive Summary
In the following assignment the report is about launching a new product in Zambia.
Being a business entrepreneur the product that is planned to be launched is a freshly made juice
from real pulp. The product is designed to be prepared instant after receiving the order from the
customer. The report further illustrates on the marketing mix and SWOT analysis which
describes the pros and cons of the new product launch. There are a variety of fruit juice that is
strategically planned to be offered in various outlets of Lusaka, Zambia. The need of introducing
such brand in the market of Lusaka is because if the scorching heat in summers and people often
tends to look for healthy drinks and here the industry is planning to provide fresh pulp juice
without any preservatives. Keeping in mind the health conscious people this product has been
designed which also plays a crucial role in selecting its target audience.

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Vision, mission and idea of the new product launch...................................................................3
Description of the product...........................................................................................................4
Size of the population..................................................................................................................4
Target market...............................................................................................................................4
Business strategy.........................................................................................................................5
Positioning of the product............................................................................................................5
SWOT Analysis...........................................................................................................................6
Marketing Mix.............................................................................................................................7
Competitors in the market...........................................................................................................9
Market demand..........................................................................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12
Questionnaire.................................................................................................................................15

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Introduction
The product launch of any organisation or a company aims to introduce a new product in
the market. The product launch can be an extension from the present line of products or it can be
completely a new innovative product (Williams & Van, 2017). The aim of the assignment is to
construct a market research and examine the demand of the customers. The goal is to convince
the foreign investors and proceed in the creation of the new business in Zambia. Being a business
entrepreneur it is important to cater the local market and research about the competitors. The
product that is planned to be launched in Zambia is a freshly prepared juice company that will
cater to the local fruits available in the market and try to bring in the local flavors of Zambia. The
brand will be customized to fit into the ideas of how a first category juice superstore should look
like. The fruit juice shop will demonstrate its commitment to sustainability as a firm and as
individually, by actively participating in the communities and integrating substantial business
practices (Gao & Nee, 2018). The market research will comprise of primary research where the
survey is focused on catering the information which will decide what kind of business the
investors are going to spend in. On the other hand the survey will cater to a clear picture
specifying the particular target market. The product will be promoted through various means of
commercial.
Discussion
Name of the company: Fresh Pulp

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Vision, mission and idea of the new product launch
The vision of Fresh Pulp is to provide healthy, appetizing and delicious juice made from
fresh fruit’s pulp and cater the audience by supplying in great number, real, organic and
combined with fun (Della et al., 2019). This will lead the people to be happy and gain confidence
on the brand because they will get something equal to the monetary value offered by them.
On the other hand the mission statement of Fresh Pulp is to make sure that there is
utilization of high quality of fruits, water and other ingredients and the budget of the raw
materials is cost- effective. The technological development of the company is kept high through
advanced machinery, processes and technology (Bala et al., 2019). The company is focusing to
create customer satisfaction with the assistance of delivering products and service on time which
will as a result exceed the customer expectation.
Description of the product
Thinking about the scorching heat of Zambia it was an innovative idea to start a business
in catering to fresh juice and serve the people. They need an energy drink to revive themselves
while travelling or visiting the marketplaces. The Fresh Pulp is a freshly made juice from various
kinds of fruits that will be stored in the warehouse, along with stabilizer, sugar, ascorbic acid and
many more (Das & Dube, 2016). The juice will contain vitamin and proteins which can be
considered as useful source of energy and recharges the human body.

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Size of the population
Zambia is considered as an iconic place which is famous for Victoria Falls and the
country with a lot of natural water resources (Rduch, 2016). The new business of Fresh Pulp is
planning to open its business in the region of Lusaka because as per the recent census the size of
the population is 769,353 people. To cater this market it would be beneficial for the shareholders
and also for the people to experience this instant innovative product and service.
Target market
By introducing Fresh Pulp which is offering freshly made juice right from the fruit pulp
is targeting the kids, young generation and the middle aged people who are visiting the market
place. After the research was conducted it was found that the young generation plays a vital role
as juice is something they would love to drink (Curtis & Allen, 2018). Looking into the revenue
of the company there are less competitors in the market and compared to the rest the company
provides with freshly prepared fruit juice as per the demand of the customer. The small chain of
business continues to flourish and grow once it becomes famous in both local markets.
Business strategy
The launching of a new product in the market of Zambia it requires in addressing the four
pillars of marketing which is the price, place, promotion and product (Duffett, 2018). The
analysis of each of the four areas needs to be examined with the help of the SWOT analysis to

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minimize the risk factors and increase the resources before the business runs for promotional
activities
Positioning of the product
The business aims to position the product and create a strong image in the minds of the
customer and competitors in the market. The business is planning to target the younger
generation and the kid section of the society as they require instant refreshment. It is not possible
for the company to invest dollars in the advertising and promotion of the product launch as it has
to invest in the raw materials and employees (Chung & Lee, 2017). By spending more on
advertising will increase the combo price on the other hand by making the new pamphlets for
different stores and highlights the combo offering will make the brand more suitable for increase
in revenue and promotion of the brand name.
SWOT Analysis
The SWOT analysis for Fresh Pulp can be identified on the basis of its strength,
weakness, opportunity and threat. The framework is used to evaluate the competitive advantage
and also helps to develop a strategic planning (Jordan, 2019). The brand is setting up to open its
retail outlets in Zambia by offering instant fruit juice and is available in a variety of flavors. The
SWOT analysis of Fresh Pulp can be stated as follows:
Strength
The strength of Fresh Pulp can be its offering in variety of fruit juice which therefore
caters to keeping in mind the health conscious people. The attempt to make instant fresh juice is

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needed to satisfy the demand and the requirements of the customers as there is hardly any firm
that contributes the same offerings (Elqadri, Putra & Putri, 2019). The juices are prepared as per
the needs and preference of the customers with basic price therefore keeping in mind the
profitability which the company has to make. As a business entrepreneur we manage to provide
the best quality of service which as a result will grab and attract a wider range of customers.
Weakness
The weakness of the brand can be analyzed with the revenue generation of the
competitive firms. Being a new firm in the market the weakness can be related to the
unnecessary things that happen to put down that value in front of the other rival firms. We must
be prepared to face the short comings which arise in any research or during the running of
industry. The industry needs to pay attention towards the cost which involves the offering of
fresh juice.
Opportunity
The growing demands of fresh juice are due to the focus of the audience towards their
health. The company is contributing the families and the younger generation to replace tea o
coffee with this all time beverage since it is reach in vitamin and minerals. On the other hand the
company can help in cross promoting the product and exhibit the national brand with the other
distribution channel (Elqadri, Putra & Putri, 2019). Lastly the company can strategically develop
its website for the clients and grant them the opportunity to order from home. However this will
help to get information about the company and the products from the official website.

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Threat
Once the company enters the market the competitors are likely to react and will try to put
down the image of the product. One of the major threats that we can face is the rival form’s
prevailing in the market. The backup plan for facing such threats must be kept in mind with the
pricing, distribution channel and promotional activities so that the shareholders can respond to
the competitors. Lastly the threat can be on the increase cost of transportation which includes the
labour and fuel charges.
Marketing Mix
The marketing mix for Fresh Pulp can be referred to as the tactics that the company will
use to promote its product or brand in the market. The 4 P’s of marketing mix is price, place,
promotion and product. The importance of the marketing mix lies with the ability to assist the
people in determining the sustainability of the service for a particular audience or customer base.
Hence the marketing mix of Fresh Pulp is illustrated below:
Product
The product and service offered by the company involves the benefits and features. The
brand is specialized in providing fresh juice with original pulp like apple, orange, coconut,
grapes, mango, guava, cranberry and many more (Clemitson, 2017). With the classification of
flavors offered in the retail outlets Fresh pup is known for its strong customer base and its blend
with fruits with 50%less sugar and no calorie. The juices are offered in mugs with an deposable
paper straw keeping in mind the environment. Fresh Pulp selects the best fruit which is

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manufactured with the best quality of juice is developed with innovative process and explores the
new markets.
Place
Fresh Pulp is planning to grow tremendously as a brand both in terms of product as well
as in the geographical boundaries of Zambia. With its headquarters in Lusaka the product will be
sold in different retail outlets. Later in the coming years if the product is appreciated by the
audience then it will be supplied in super market, grocery store and provision stores. The product
mainly aims to target the young audience and the kid section of society with an average
population above 769,353 people
Price
The price of the product which is strategically set as 14.42 Zambian Kwacha for a single
purchase of any fruit juice. The product placement is known as the brand which is involved in
integrating in marketing practices. The marketing practice will cater to advertising of the brand,
brand name, package, promotion and other related strategies (Adams, 2016). The juice is mainly
consumed in the urban areas in a greater volume as compared with the smaller rural areas. The
price of the product and service is considered to be one of the most important factors among the
rest of the other elements of the marketing mix. The price of the product will contain sales
revenue and on the other hand determine the value of sales made.
Promotion
The promotion of the brand is considered as the business communication which provides
information and assists the customers to buy. If the promotion tends to be successful it results in

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increasing in sales and profit margin of the industry. By designing the highlighted pamphlets it is
important for the owner to attract customers by showcasing the offerings made by them. there are
other methods of promotion such as radio, television, internet, promotional campaign, social
media and posters.
Competitors in the market
According to the market research conducted in Zambia’s local market it is found that the
major competitors are Tropicana, Cares Fruit Juice, Acacia Foods, Chaokoh Young Coconut
Juice with Jelly and Fruiticana juice. The competitor in the market sells products which are
packed with preservative and does not have a unique or innovative way of manufacturing its
product. In comparison to the rival firms in the market, Fresh Pulp has a unique selling point as it
caters to using fresh fruits (Bouchet, 2016). Keeping in mind the packaging and labeling
technique of other firms, the industry needs to bring in juice mugs, straw and packaging bags for
take away. The presence of more than one or more competitor in the market will lead the firm to
reduce its price and capture the targeted audience of the other firms. There are presently no direct
competitors in the market where the business is offering its services which is essential to the
other firms.
Market demand
Market demand can be often referred to as the total amount of goods and services that the
consumers are willing to purchase at the given price in the market. It represents how the
customers will and can buy from the suppliers at a given price in the marketplace. The growth in

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the fruit juice market is increasing day by day because the consumers find it convenient to
purchase juice which is healthy, fresh and rich in vitamin and protein. On the other hand the
consumers are also health concisions thus the industry can target this sector and increase the
concisions consumer base (Dlikilili, 2018). The increasing population of cold pressed juice is
one of the key segments which lead to the growth of the juice market across the world. The
freshly prepared juice without adding preservative is rich in minerals, enzymes and vitamin and
oxidizes the traditional process for making juice.
Conclusion
Hence it can be concluded that the business plan for Fresh Pulp can be considered as an
effective planning by the investors and the shareholders because there are less competitors in the
market. Being a business entrepreneur and getting hired by a group of investors it is not a
straightforward work to launch a new product in the market but with the assistance of marketing
mix, SWOT analysis it becomes easy to figure out the major areas of marketing functioning. The
marketing mix of the product helps to introduce the products in the market with a good
opportunity that not only gives the company a competitive advantage but also increase the profit
volume. However, the questionnaire gives an illustrated form of what should be done and what
should not be done in the company. The complete analysis of the target audience gives a chance
to find innovative ways of introducing the product in the market.