IMA7002 Business Development: Launching New Drink in Greece Market

This report presents a business development initiative focused on launching a new apple and passion fruit soft drink in Greece. It justifies the business development process, evaluates the opportunity, and develops a comprehensive plan for business expansion. The report includes an analysis of the economic feasibility, potential consumer needs, and market demand for the product. It discusses the methods for launching the product, including marketing strategies, pricing considerations, and volume availability. The report also covers the opportunity identification process, suitability assessment, and systematic evaluation of the external environment using PESTLE and Porter's Five Forces analyses. The document concludes with a strategic approach to exploit the identified opportunity and successfully establish the new business in the Greek market. Desklib offers a wealth of similar documents and study tools for students.

Business Development
1

Contents
INTRODUCTION...........................................................................................................................3
Justification for business development............................................................................................3
Business development process........................................................................................................5
Developed and evaluated the Opportunity......................................................................................8
Evidence of systematic assessment...............................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17
2

INTRODUCTION
Business development refers to the activity of pursuing strategic opportunities for particular
business or organisation. It entails tasks and processes to develop, implement growth
opportunities within and between enterprises. It is consider as subset of fields of enterprise,
commerce and theory of enterprise. In this report, it is mainly focused on the business
development- initiative to be proposed launching a new apple and passion fruit soft drink in
Greece. This documentation will discuss the business development process, justified, evaluated
and develop opportunity for business expansion. Furthermore, it will be analysing the pestle,
porter five force for identifying opportunities and threats. However, it will develop and evaluate
the great opportunity to establish a new business who will launch an apple fruit and identify
passion fruit soft drink in Greece.
Justification for business development
Apples are one of the most valuable fruit crops with round the year demand in Greece. It is
also one of the important fruits item launch in marketplace. This is why because many people
can influence or attract towards soft drink (Koutsouris and Zarokosta, 2020). Apple has
enormous fruit and increased the consumption and trends in marketplace. This is majorly
contributing as trends include well established supply chain. Here are justified the business
development to assess the feasibility of economic initiatives.
Estimated that Initiative can be economically feasible
In expansion of apple fruit business in Greece which is needed to the focused on the
economic condition or situation. This is because when a business launch a new fruit item such as
Apple. But it is important to estimate the overall economic price or cost. Afterwards, it can be
analysed for society as whole and targeting the potential consumers those are showing a positive
response towards soft drinks. On the basis of evaluation, it has become easier to calculate the
economic price of business expansion in Greece. Initially, it has been proposed the financial
price- externalities and environmental impacts that should be considered.
3

Before launch a new item such as Apple in Greece, it has proposed to assume economic
feasibility and then try to break-down financial model of soft drink enterprise. But it associated
with price or cost with taking apple from innovative idea to marketplace. Afterwards, it will help
to achieve desirable goals and increases sales sufficient to satisfy debt or investment
requirements. A stable economic feasibility is helping to build a strong business and then
eliminate all potential constraints. That’s why, initiative the economic feasibility in business
growth and development.
Determine the needs satisfied with business initiatives
When launching apple in Greece, business initiatives are typically internal campaign that
seek to improve the overall business work environment. A new business is also adapting a new
culture, environment and efficient strategy. This is helping to satisfy all essential need or
requirement for business. The most common threat in business development is their desire which
make some sort of improvement (Ordoudi, Bakirtzi and Tsimidou, 2018). But it is an essential
aspect for gaining more benefits, advantage related to the company’s bottom line. Company will
build a strong position in Greece because of increasingly demand, trends of soft drink in
marketplace.
Business initiatives that improve the quality of product and service. This is the most
important aspect of organisation before launching apple in Greece markets. In additional, it is
also identified the perception of individual people towards Passion of Soft drink in Greece.
Potential number of consumer for product or service to be supplied
On the basis of research & development, it has been identified the potential number of
consumers who are extremely focused on the new product like apple. This is possible when
targeting large number of population, estimates the perception of client who would use or
purchase Fruit Soft drink frequently. In this way, it help to keep record necessary data or
information. Before launching a new product, it is necessary step to find the views of targeted
audience in marketplace.
4

For a business development, apple product is based on the tangible item that is put on the
market for attention, consumption as well as acquisition. Intangible is type of service which is
mainly provided through Fruit soft drinks. Therefore, it arises from output of one or more
individuals. Although, it seems like main concept in order to attract more consumers through
Apple fruit item in marketplace. On the other hand, it will be increasingly online presence of
business so that it will automatically increase productivity as well as profitability in global
marketplace. Another way, it also exposed the demand of business and maintain geographical
presence through online business.
Business development process
Business development process is basically defined as method or technique of creating a new
product such as Apple. It including the idea for a launching apple item. This will help to attract
more and more consumers in marketplace (Kafetzopoulos and Skalkos, 2019). The business
development should include goals, marketing, planning, promotion and legalities etc. it will help
Fruit Soft drink enterprise to implement product idea, make it and eventually launch in Greece
markets.
Method used to launch apple and establish a business in Greece-
A successful product launch plan is one of the best approach as work but it is consider as
marketing process and try to build anticipation among audience. Promotion is the most important
factor to increase awareness among people, helping drive more sales on a new product such as
Apple.
Business initiatives use marketing campaign or product launch strategy. The approach is
related to the use adoption and brand growth. Enterprise is consider as linear process and focus
on sharing apple or represent its benefits, advantage in healthy body. This can possible through
online campaign, email marketing. On regular basis, it will be sharing a notification to the
potential consumers so that they can learn about product quality and services.
5

Apple product and its specification
Fruit Attraction was a big success for Greece exporter. This can possible due to the
government agreement. It means that new business can now export or launch apple to other
nation in Greece markets. This is great opportunity for Fruit soft drink industry. The Apple
season last all year in Greece, it has been a good thing. Usually, there are large amount of apple
exports and maintain quality of product.
The specification of Apple is that when It was rich nutrient ingredients and full all
essential requirements of human body. Luckily, every new and then a market opens for certain
kind of product, like was the case for apples from Greece. Not so long ago, the demand of apple
was continuously increasing and able to make or launch in marketplace (Karantininis, 2017).
The product of Fruit Apple shall be used in the different aspects such as cosmetic, hair shampoo
and medicine. This is the best way to use in different ways. But in Greece, there are large
number population attracts towards Fruit Soft drinking. That’s why, it is great chance for new
business to launch in market and increase sales or production.
Volume and availability
After launching apple product in Greece market, the volume and availability of product
will be depending on the demand, interest of potential consumers. This is because when people
can purchase item where it automatically increasing sales and production. In Greece, it produce
some of the best quality of apples around the world. It is making them as available in other
nation like India. It is the positive aspect to launch apple in Greece and establish a new business
without International markets. This is because of produce the apple in Greece. It might have
become interesting for people to give the best option and develop a strong position of new
business in marketplace.
How will be launched and uses pricing strategy
An apple product launch is not all about the way in which identify the perception of
individual people. But nowadays, it is willingness to buy from or recommend an enterprise
which is driven by their perception. Launching apple item in Greece by using marketing concept.
6

It has been evolved from bring all about apple item and being customer centric. On the basis of
experience, it just draw attention but determine the emotional connection with potential client
who have already motivate with Fruit Soft drink industry. Therefore, it is great opportunity for
business development to launch apple fruit, using different marketing channels such as Social
media platform, website, and smart phone app. These are consider the best approach in order to
target the potential consumers.
A key concept is to launch an Apple Fruit and follow the process to design experiential
events. It enable a connection that relates profoundly who are and what are brand promises.
Moreover, it ensure that encourage pictures, hashtags, status updates. These are majorly
attracting more consumers towards product and services.
Pricing strategy- A pricing strategy takes place into account segments, market conditions,
ability or capability to pay, competitor actions and input or output prices. These are consider as
an important aspect to influence more potential consumers. Usually, it initially target the
consumer so that it an essential think to setup a price or cost, before launching apple fruit in
marketplace (Bakogiannis, Siti and Nikitas, 2019). Basically, Penetrating pricing strategy should
be used to launch apple fruit in marketplace. This kind of penetration strategy involves setting a
low price or cost in the initial phase. So as it make brand quickly popular and also increases the
market share. The manufacture seeks to sell apple in large volume. Different enterprise use
penetration strategy while launching fast moving consumer items.
Initiative will be feasible in context of product launch
Whenever, it may have launched apple fruit but it is an essential aspect to maintain and
control the flexibility of business and product services. This is very important to understand the
potential demand, potential market and unsatisfied demand.
In context of potential demand, Greece is one of the country where it is always increasing
the demand of Fruit soft drinking. Therefore, new business will take a chance to increase the
sales and production of apple in marketplace. This kind of innovation is not possible without
government. It is always support for enterprise to improve feasibility of product and services.
7

According to the climate of Greece, this is the best option to start a commercialise apple tree
varieties, where cold and winter is followed by cool spring, summer. It is significantly affects the
colour of fruits. Generally, The Apple has greater needs in cold than most of deciduous fruit
trees.
On the other hand, the potential market of Greece should be covered with fresh Fruits, and
launch apple item to meet expectation level of unsatisfied consumers.
Developed and evaluated the Opportunity
Opportunity identification is basically defined as cognitive process or method through which
individuals conclude that they have examined the specific demand, interest of client. On the basis
of Research & development, Individuals are likely to determine and exploits opportunity and
launch apple fruit item in Greece markets (Karantininis, 2017). In additional, A launch of Apple
Fruit item in Greece market was consider as great opportunity. But it can be measured through
trends, insights of Fruit Soft drinking industry. Through research & development, it has been
examined the actual demand of potential consumers. Once it was identified the demand and then
try to get opportunity in business development and expansion.
Suitability
A suitability is concerned with about alternative option that help to identify key issues
related the strategic position of enterprise. It has been developed the opportunity to lunch apple
product in Greece. This is because of the paradise in context of creative team, innovative efforts.
Very few destinations can offer a diversity of items and associated with trendy items (Majer,
Trötschel and Loschelder, 2020). Optimum has proudly hosted a number of Fruit soft drinking
launches, some of the most famous in Greece.
In this way, it has been identified the trends of apple Fruit item among potential
consumers, who can purchase or buy product in marketplace. Therefore, it has been evolved the
great opportunity for soft drink industry to launch apple items and also including various kind of
fruit options. Moreover, the suitability of Fruit Soft drink industry is that which being right and
appropriate item launch in marketplace. It must ensure that an investment is appropriate for
8

investor as outlined by industry regulation authority. Therefore, it has recommended to use an
effective strategic plan and ensure that maintain suitability of product or services.
Acceptability
Acceptability is to something that is considered to be managed and controlled the
business performance in proper manner. At some point, it is something that is tolerable but not
necessarily desired. Being a single aspect is to influence more consumers where they can
purchase apple item in marketplace.
New product Acceptance and Demand, identifying the features of apple item that matters
to the potential customers. Especially for marketers and marketing analysts. The most important
aspect is to provide the brief idea about the product specification so that it will help to develop
the acceptance beliefs among consumers (Kuijpers, Antunes and van de Molengraft, 2021). A
Simple scale imparts the idea that everything is most important. If entirely of apple fruit item and
service attributes. To resolve this perception, it can be utilized as conjoint analysis.
Understanding the customer’s purchasing decision process which involves identifying the
features, attribute and specification of Apple Fruit item. After distinguishing the attribute of item,
it concerns establishing the attribute level and also examined the achieve business goal or
objective. The accessibility of product is completely depends on the Research & development.
This is why because of identifying the interest of consumers. Therefore, it has become easier for
increasingly the acceptance of products. For Example- when launching an item on the basis of
their unique features, demand of consumers. On the basis of these concept, it has been gained the
acceptability in context of product demand in Greece markets.
Feasibility
A feasibility study is analysis that takes all of business development factors into account-
including legal, scheduling, technical considerations. To ascertain likelihood of launching apple
fruit item in marketplace. Highly demanding apple Fruit may offer consumers greater benefits,
advantages than incrementally use of items. On the basis of feasibility, it is important to address
9

some challenges in the new product development. It is extremely different from existing offers of
apple in Greece markets.
The feasibility of apple fruit items related to quality control and comply with the national as
well as provincial technical regulations. Launching a new item, it is very important to consider
food safety certifications selected. In some situation, a lack of regulation and thereby they do not
ensure the required apple item quality & safety. It is highly recommended to follow a proper
food safety certification, standards and schemes. This will help to provide the better design and
setup show cases as best practices, adjustment which have to be made, depending on the
resources, capacity.
Evidence of systematic assessment
External analysis
External analysis means that representing the business environment or culture. The
primary purpose of external analysis is to identify the opportunities and threats in Fruit Soft
drink business in Greece. It has been analysed that segment the target markets, and drive
profitability, growth and volatility.
Pestle analysis
Pestle analysis of Fruit Soft drink brand on its strategic tactics. This kind of external
framework is examined the different factors such as political, economic, social, technological
and legal. These are different factors which plays important role to understand the market
dynamics and established a business in Greece by using a new product.
Political – In this factor, it is mainly focused on the legislation and government policies or
Greece because when operating a soft drink business accordingly. Threat of political factor is
that when changed the certain standards, norms (Kuijpers, Antunes and van de Molengraft,
2021). That’s why, it is difficult to stable or develop business in marketplace. On the other hand,
Political factor is aligned with opportunity of new business to gain more popularity. This is why
because of increasingly demand of Apple item in Greece marketplace.
10

Economic – this factor is related to the interest rate, exchange rate of enterprise when a
consume spending money on the new product. Threat of economic factor for Soft Drink
enterprise establishment in Greece because of high demand & supply, imposed taxes and pricing
affects the overall business strategy. In this way, it is difficult for business to maintain and
control stable position in Greece marketplace. on the other hand, The opportunity for business
having high client appeal to position and market itself accordingly. Due to launch apple, it
automatically increases share over multiple segments like high fruit juice content.
Social – In the business development, social factor plays an important role in consumers
eating and drinking choices. The factor is all about life style, culture and impact on the
consumers. Threat for business is to change the taste, perception and demand of client. That’s
why, it may be difficult for Fruit based soft drink business to stable position in Greece markets
(Karantininis, 2017). On the other hand, opportunity for enterprise is to identify the opinion of
client and then launch apple item. This is helping to increase production and sales across global
world.
Technological- with rising technological innovation in the product launch, design and
promotion. Nowadays, people are looking for convenience shopping, freshness in item and home
delivery option. Modern technology is fulfilling all demand of client accordingly. Threat for
enterprise is high rate of online platform so that it may be required essential resources. At certain
point, Fruit Soft drink business is unable to handle critical situation or condition. By using
advance technology, The new business is increasing its sales revenue through distributed
channels. Apart from this, there are various kind of modern technologies supports the business
when they are launching a new apple in marketplace. That’s why, it should be consider as great
opportunity for business to increase the operational activities. For Example- Cloud services are
consider as rising technologies which look up in the new business establishment.
Legal – This factor is related to the legislation which is mainly controlled or managed by
different laws in different nations. For purpose of new business development, Government may
concern about the licensing, labelling, packaging and all necessary permits. When a new
11

business launch apple in Greece market which needs to be followed all essential health & safety
laws, customer protection etc. these must be taken into consideration while formulating
strategies. Fruit Soft drink enterprise needs to be take care of waste management and follow a
proper regulation. This is great opportunity for new business to attract more consumers.
Moreover, it also gained a good opportunity to position itself strongly in the market. On the other
hand, a major threat of new business is that when they are trying to avoid legal aspect. Therefore,
it may increase a chance to apply penalties.
Environment – this factor is related to use of plastic packaging, uses a non-biodegradable
raw materials used in the processes. But it impacts on the new business related to fruit Soft
drinks. The brand is required to bring down its negative impact related environment degradation.
This is one of major threat of business but it can be resolved by using environment legislation. A
business will use the concept of waste management and protection (Karantininis, 2017). So as it
should be consider as great opportunity in term of strategic process. It plays important role to do
work with right direction and also helping to increase customer base, higher sales & profitability
rate across global world.
Porter’s five force
A five forces analysis of new business when launching apple in marketplace. In Greece, it
shows the industry competition and bargaining power of buyers as the two strongest
marketplace. Porter’s five force is based on the framework for analysing a new business
competitive environment, if it entered into Greece market through an innovative item like Apple.
This type of model refers to determine the intensity of high competition in the industry.
Industry Competition
The level of competition among major companies that compete directly with other
enterprise who have already provided Fruit Soft drink services in marketplace. A new business
will launch a new product such as apple in Greece. Before launching, it is very important to
identify the competition level in marketplace. The most important thing that make passion of
fruit soft drink business so highly competitive. It is relatively low switching price or cost. It does
12