Sweet Sugar Ice Cream: Marketing Plan and Business Strategies Report

This report provides a comprehensive business plan for Sweet Sugar Ice Cream, focusing on the UK market. It begins with an executive summary outlining the feasibility study's key steps, including market analysis, research, technical and organizational considerations, financial analysis, and competitive analysis. The report details the product description, the entrepreneurial team's background, and a thorough market assessment, including demand analysis, target audience identification, and pricing strategies. It explores market factors, potential demand forecasting, opportunities, and threats, along with market research techniques and competitor analysis. The marketing strategy, technical and production aspects, management capabilities, and financial analysis, including economic impact, are also addressed. The report concludes with a detailed financial analysis, including sales forecasts, salary projections, break-even points, cash flow statements, and income statements, providing a complete overview for the proposed ice cream business. The report is a good example of a marketing report for a student to study. The appendices include relevant illustrations and tables to support the analysis.

Marketing: sweet sugar
ice cream

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Product/Service description.............................................................................................................4
Entrepreneurial Team/Backgrounds................................................................................................5
Name:.....................................................................................................................................5
Address...................................................................................................................................5
Telephone number and Email address....................................................................................5
Qualification...........................................................................................................................5
Work history and background................................................................................................5
Market assessment...........................................................................................................................5
Assessment the market demand..............................................................................................5
Target audience and price of product.....................................................................................6
Market factor which create demand for the business.............................................................8
Forecasting the potential demand...........................................................................................9
Opportunities and Threats....................................................................................................10
Market research techniques..................................................................................................10
8. Competitors Analysis.................................................................................................................10
9. Marketing Strategy.....................................................................................................................12
10. Technical or production Analysis............................................................................................13
12. Management Capability...........................................................................................................13
13. Financial Analysis....................................................................................................................14
15. Economic Impact.....................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
APPENDICES...............................................................................................................................19

Illustration Index
Illustration 1: Population according to age group in UK.................................................................7
Illustration 2: GDP rate of UK.........................................................................................................8
Illustration 3: Market share of each Competitor............................................................................12
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Index of Tables
Table 1: Sales Forecast..................................................................................................................20
Table 2: Salary for employees.......................................................................................................20
Table 3: Break Even Point.............................................................................................................20
Table 4: Cash Flow Statement.......................................................................................................21
Table 5: Income Statement............................................................................................................22
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Executive Summary
When a new product is introduced in the market then it is important to have a feasibility
plan so that desired goals and objectives can be achieved effectively. This report is about
developing a new business of Ice cream at Saudi Arabia. In this context, report will cover all the
important areas through which organization will be able to promote their product in an effectual
manner. Further, it covers different ways with the help of which product will be made easily
available to the customers. It is important for entrepreneur to make feasibility plan which will
enable to make business more effective. There are mainly five steps which are involved in
developing this plan which are as follows:
Deciding upon the need to develop a feasibility study: Before developing a plan, it is
important to conduct an analysis through which scope of establishing the product can be
determined. When product is decided then appropriate steps should be made so that time and
money can be allocated efficiently. Further, demand of the proposed idea should be identified.
Moreover, competition within the market should be analysed so that appropriate steps can be
taken so as to compete effectively. Challenges which fall on the path should be identified and
suitable steps must be taken so that barriers can be resolved easily. In every business operation, it
is suggested to take suggestions from experts as they will be helpful in identifying the areas in
which changes can be made. After this, a proper time table should be developed which will help
in having a systematic process so that desired goals can be achieved in an effective manner.
Conducting market analysis and research: Place where product will release should be
analysed properly. Strengths, weaknesses, opportunities and threats should also be identified so
that product can be introduced effectively. Questionnaires should be developed so that
customer’s needs and requirements can be identified in a proper manner. This is very helpful in
developing product according to the wants of service users and this will also enable to satisfy
them. Moreover, business can survey directly in order to identify the requirements and
perception of customers. Further, strategies which are used by competitors should be analysed
and accordingly, proper plan should be developed which will enable to compete effectively.
Technical and organizational analysis: After the analysis, a proper place should be
selected by which firm will be able to provide services to their customers easily. It is very
essential to select the best place by which customers can be attracted. In addition to this, space,
areas, nearby organization, etc. all should also be identified and should be structured properly. It
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is important for the business to identify proper sources through which materials can be gathered
and products can be developed. Suppliers have a great importance as they are the one who
deliver material for developing product. Further, cost should also be determined for the product
which has to be sold to customers and profit margin should be made so that firm may not face
losses.
Financial analysis: Daily expanses which business will face should be identified and
accordingly, proper way should be developed with the help of which day to day operation can be
handled effectively. Operating cost should be evaluated as it includes material, rent, wages, etc.
Revenue should be predicted as it will help in knowing that whether business is gaining profit or
facing losses. Sources should be found for funding so that business operation can be easily
operated.
Competing feasibility study: Once all the stages are completed, then findings should be
analysed. Budget should be developed so that accordingly, decided plan can be implemented.
From the analysis done, at first financial prediction should be analysed and accordingly, proper
plan should be developed which will enable to take a feasible action in order to achieve the
objectives. Proper balance should be made in between the financial needs and estimated business
profits.
By following the above given feasibility plan, entrepreneur will be able to make their
business effective and will be able to attract customers and gain profit.
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INTRODUCTION
Marketing is determined as a process with the help of which organization conveys
information to their customers regarding their products or services. On the other hand, it is a
form of communication process among customers and business entity (Ambily and Beena,
2012). The present report is based on Ice-cream and its business operation to be started at UK.
According to a survey conducted, it was found that in UK, rate of Ice Cream consumers is
increasing by 2.7% of CAGR every year. Further, it has been forecasted that the rate will reach
up to 3.2 CAGR by 2017. This shows that rate of consumers for cited product is increasing.
Thus, it can be stated that there is a huge scope of introducing a new business for Ice cream.
Maximum temperature recorded in UK is 37.4C. Main objective of this study is to identify the
areas through which cited product can be promoted effectively in UK. There are many firms
which provide similar product but it is essential to attain competitive advantage with the help of
adopting strategies which will enable to compete effectively (Kolodziej, 2014). With this respect,
research will help in knowing the needs and requirements of customers and accordingly, services
will be provided which will satisfy them.
With the help of this study, different ways through which product can be promoted will
be determined. Further, it will help in identifying the factors which influence the customer’s
buying behaviour. Moreover, it will cover the various market forces which create demand for the
product.
Product/Service description
The product which will be delivered to customers of UK will be sweet and sugar ice
cream. In cited country people prefer to consume ice cream after having food, mainly after lunch
or dinner (Jaffe and Albarda, 2013). The product will be provided in different flavour like
chocolate, vanilla, strawberry, mixed fruit ice cream, etc. In other words, it will cover all the
important flavour which people prefer. Customers can also enjoy different scoops for all the
different types of flavours provided to customers. It will be sold according to the weigh it will
contain. Mostly, this type of flavours are provided by other organizations but the cream which
will be provided will hand made with crispy chocolate pieces on all the flavours (Berthon, Pitt
and Shapiro, 2012). In addition to this, jumbo cup will be provided in which it would contain one
scoop from all the different flavours.
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Entrepreneurial Team/Backgrounds
Name:
Joseph Abraham and Jackson Thomas
Address
Hillview, Church Rd, United Kingdom
Telephone number and Email address
[phone] and its email address is sweet&[e-mail]
Qualification
M.B.A. in Marketing done by Joseph Abraham
M.B.A. In Human Resource done by Jackson Thomas
Work history and background
Joseph Abraham started his mat wring career at 23 while working as a telephone
fundraising for Action Aid. At that time he was studying in University of Bristol. His first
marketing role came during charity fundraising. His formative years were spent by working for a
marketing agency that dealt with overseas clients. During this time he also secured Chartered
Institute of Marketing Diploma. This was followed by securing MBA with distinction. He then
joined Clarity Blue that was a database specialists company and became a Director of Marketing.
Jackson Thomas worked as an assistant HR manager in Phonic Hearing Systems which dealt
with design, development and distribution of hearing devices. He has a bachelor’s degree in arts
from Trinity College followed by masters in Labor Relations from Cornell University.
Market assessment
Market assessment can be defined as a process through which detailed and objective
evaluation is done for new business product or business idea. In other words, it can be stated as
comprehensive analysis of market trends, competition, opportunities, environmental forces,
constraints, etc. (Phillips, Cordell and Moore, 2013). There are different tools which are
available with the help of which such assessment can be conducted. Following are the market
analysis done for sweet and sugar ice cream:
Assessment the market demand
It is very important to understand the market demand so that product can be delivered to
customers effectively (Thomas, Desai and Seenivasan, 2012). In this context it is very essential
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to make use of different step through which market demand can be identified. With this respect,
following are the things which should be followed by the entrepreneur:
Ask right questions: The main aim of introducing any product should be satisfy the
customers needs and requirements. So it should be asked that whether the product will be able to
satisfy customers requirements (Burgess and Steenkamp, 2013). Further, question should be
asked that who will be target customers. Moreover, who all the competitors and what all
strategies are been adopted by them in achieving their goals and objectives. Lastly, are there any
type of legal issues or restrictions.
Google it: All the feature or benefits which the customers will get through the product
should be determined. In addition to this, all the organizations which provide similar products
should be identified (Shankar and Perumal, 2014). Moreover, the strategies which they adopt on
promotion their product should also be identified as it will help in making strategies for sweet
and sugar ice cream.
Collecting feedback: Proper questionnaires should be made which will help in
understanding the areas and the customer's perception towards the product (Sheth, Parvatiyar and
Sinha, 2015). Further, it will also help in determining the requirements of customers and
accordingly services can be developed with the help of which customers can be satisfied
effectively. Feedback will enable to know the drawback which competitors many by having and
those areas can be resolved in the product which entrepreneur wants top deliver.
Sell something: Customers should be provided with samples so that reaction can be
noted. Through this, the drawbacks which service users feel can be known and appropriate steps
can be taken to improve the product according to customers feedback (Brown, 2013). As there
are many organizations which provide similar products and by providing samples the product
can be improved.
Target audience and price of product
People of all the age group prefer to have ice cream in UK. With this respect, the total
population of this country is 64.1 million in 2013. From this it can be stated that the Ice Cream
has high opportunity as the rate of population every year is increasing.
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People from the age group of 10 to 60 prefer to consume ice cream. From the above diagram it
can be stated that the people from the age group of 20 to 65 are very high in number when
compared with other age groups, it can be stated that the population or the target audience/
potential customers is very high for sweet and sugar ice cream.
The GDP rate of the country is also increasing. It is very helpful in increasing the
purchasing power of customers (Saha, Ara and Khan, 2012). People are able to purchase
effectively according to their requirements. Following are the GDP rate of UK:
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Illustration 1: Population according to age group in UK

With the increase in GDP rate the economic condition is also improving. But few years
back the GDP rate was low but in present scenario the condition is improving and it is forecasted
that the GDP rate will increase at an increasing rate. This will be helpful for the business as more
and more customers will buy the product as the purchasing power of service users is high.
Market factor which create demand for the business
There are many factors through which business can increase the demand of the product,
in this context, following are the factors which can be followed:
Demand and supply: It is very important for the business to understand the demand for
the product and accordingly they should make the supply (Dutta, 2015). If the firm do not make
the product available according to demand, then it would negatively affect the customer's
perception. Thus, it is essential to supply the ice cream according to demand.
Advertisement: There are many promotional tools which can be used by the business in
order to promote their product. Promotion is very helpful in increasing the sales and the demand
of product. Through promotion customers will get to know about the product and if the product
does satisfy its customers needs, then it will positively increase the demand (Yunus, Zulkeflee
and Ilias, 2013). The various tools which can be adopted are television, newspaper, social sites,
etc.
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Illustration 2: GDP rate of UK

Unique product: As it was stated above there are many organizations which provide
similar product. In order to attract customers its is essential to make use of strategies which will
help to attain competitive advantages. With this respect, ice cream should be provided in
different flavour by adding extra ingredients.
Price: Price can be determined as one of the main factors with the help of which demand
for the product can be influenced. There are different pricing strategies which can be adopted by
the business. In this context, market penetration should be adopted as according to this strategy
the price of the product will be kept low at initial stage (Topcu, 2015). When customers will get
to know about the product, then price will be raised. This is very effective in increasing the
demand of the product.
Government: The government has the power to make changes in the fiscal and monitory policy.
In this context, when changes are made in these policies, then business has to make change in the
prices of the product. If the rates of these policies are raised, then the price will also increase. On
the other hand, it the rates are decreased, then the price will also fall.
Forecasting the potential demand
In order to determine the forecast of potential demand qualitative data will be collected.
This will help in understanding the requirement of customers and to make changes in their
services accordingly (Chik, Bachok and Sulaiman, 2012). Firm will make use of questionnaires
and this will enable to forecast demand for the product. There are many ways through which
demand can be forecasted, which are as follows:
`Gathering information: Firm should collect data from customers by making
questionnaires, make them fill up suggestion forms, etc. (Spiller, Fitzsimons and McClelland,
2013). This will enable to make a proper data with the help of which forecasting will be possible.
Determining the approach: The sales which has been made by selling the product will
enable to identify the potential demand for the product.
Judgement approaches: Judgements should be made so that customers will be able to
develop an estimate for which they can make their sales increase.
Time series approach: This will enable to make an estimate for the approx time period in
which they will able to make their sales effectively (An entrepreneur's guide to assessing market
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