UK Company: Fruit Juice Drink Feasibility Analysis and Report

This report presents a feasibility study for introducing a new fruit juice drink in the UK market. It analyzes primary data collected from 50 customers, including demographics (age, gender, occupation) and consumption preferences. The study explores customer purchase habits, factors attracting customers, and willingness to pay. Furthermore, it assesses health perceptions, future consumption trends, and preferred consumption months. The report includes trend line analysis of sales and profit from 2010 to 2015, supporting the conclusion that introducing the new drink is feasible and potentially profitable, with references to relevant academic literature on decision-making and market analysis.

TASK 3
Business Decision Making

Introduction
The present study is based on determining
the feasibility of introducing new fruit juice
drink in the market. Further, UK listed
company wants to know whether it is
feasible to introduce ne product in the
market or not. Primary Information has
been gathered from 50 customers of
company and analyzed by forming graph,
charts etc.

Age
18-25 years 25- 35 years 35- 45 years 45 and above years
0
5
10
15
20
25
Age

Gender
Male Female
0
5
10
15
20
25
30
35
Gender

Occupation
16
18
16
Occupation
Businessman
Service class
Student

Consumption preference
Yes No
0
5
10
15
20
25
30
35
40
45
50
Do you prefer to consume fresh juice drinks?
Do you prefer to consume fresh juice
drinks?

Purchase habits
Never
Rarely
Once in a week
Everyday
0 5 10 15 20 25 30 35
How often do you purchase fresh juice drinks?
How often do you purchase fresh
juice drinks?

What attracts customers towards
fruit juice
Ingredients Price Brand
0
5
10
15
20
25
What attracts you towards specific fresh juice
drink?
What attracts you towards specific
fresh juice drink?

What price customers are ready to
pay
£1.50
£2.50
£3.50
£4
0 5 10 15 20 25
What is the maximum price you are ready to
pay for fresh juice drink?
What is the maximum price you are
ready to pay for fresh juice drink?

Perceive regarding consumption of
fresh juice
Yes No
0
5
10
15
20
25
30
35
40
45
Do you perceive that consumption of fresh juice
drink is fit for health?
Do you perceive that consumption of
fresh juice drink is fit for health?

Consumption of fruit juice in near
future
28
8
6
5
3
Your consumption for fresh juice drink will
increase in near future?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

April
May
June
Throughout the year
0 2 4 6 8 10 12 14 16 18 20
In which months do you prefer more to
consume fresh juice drink ?
In which months do you prefer more
to consume fresh juice drink ?

Health benefits of fruit juice
Vitamin Protein Nutrition All of the above
0
5
10
15
20
25
30
What kind of health benefits is provided
through consumption of fruit drink?
What kind of health benefits is
provided through consumption of
fruit drink?

Trend line of sales
2010 2011 2012 2013 2014 2015
0
100000
200000
300000
400000
500000
600000
700000
800000
f(x) = 49142.8571428571 x + 461333.333333333
R² = 0.984383318544809
Year
Sales
Linear (Sales)

Trend line for profit
2010 2011 2012 2013 2014 2015
0
50000
100000
150000
200000
250000
300000
f(x) = 33000 x + 75333.3333333333
R² = 0.98892972972973
Year
Profit
Linear (Profit )

Conclusion
Information gathered has supported in
knowing that it is feasible for company to
introduce new drink in the market where
majority of the customers prefer to
consume drink on continuous basis such as
everyday. Further, they are ready to spend
large amount on consumption of juice
which is profitable for business.

References
O’Fallon, M. J. and Butterfield, K. D., 2005. A review of the
empirical ethical decision-making literature: 1996–2003. Journal
of business ethics. 59(4). pp. 375-413.
Pettigrew, A. M., 2014. The politics of organizational decision-
making. Routledge.
Saaty, T. L., 2008. Decision making with the analytic hierarchy
process. International journal of services sciences. 1(1). pp. 83-
98.
Snowden, D. J. and Boone, M. E., 2007. A leader's framework for
decision making. harvard business review. 85(11). pp. 68.
Triantaphyllou, E., 2013. Multi-criteria decision making methods:
a comparative study . Springer Science and Business Media.