...Table of Contents Executive Summary 1 Situation Analysis 2 Market Needs 4 Competition 5 Market Analysis 6 Porter Five Forces Analysis 6 SWOT Analysis 8 Marketing Strategy 10 Financial Analysis 12 Implementation 13 Contingency Planning 14 Executive Summary Portland Drake Beverages (PDB), Sarah Ryan, the vice president of Market of that company (PDB) are finalizing the product positioning for their new acquisition, Crescent Pure. Crescent Pure is nonalcoholic beverages which launch in 3 US markets. PDB planned for soft launch for Crescent Pure focusing in western states (California, Oregon and Washington) in January 2014 whereby they projected that these states represent 15% of national beverage demand. PDB planned to spend 750,000$ on advertising for crescent pure in 2014 and use that figure as benchmark earning goals. Ryan need to explain to Michael Booth (CEO of PDB):- (1) Industry specifies related to each of the two positioning options (energy or sports drink), (2) The potential benefits and drawbacks of each option (3) Her final recommendation. Crescent Pure history start of where Peter Hooper saw a market opportunity for healthy, energizing drink. He founded Crescent in year 2008, organic, all natural food and beverages become famous in the Pacific Northwest region in 1900’s and early 2000’s. The hobby of Peter Hooper became business as Hopper saw growing local demand for his product. 12 months after launching his small business, Hopper...
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...Lodgepole Creek Certified Organic Foods Market Research Plan For Dr. Bensen Prepared by: Stephanie Disney 1 Executive Summary of research and findings Lodgepole Creek Certifies Organic Foods would like to know who they should be marketing to, in order to receive the best results for their company's success. They would also like to know how to best appeal to this marketing mix to gain their loyalty and to compete within the market. Three research objectives are identified: who should Lodgepole Creek's marketing mix consist of; research should be done to see how Lodgepole Creek can gain their loyalty. Researching and understanding what consumers want from organic sprouting companies will also help in solving the problem of competing within the market. Lodgepole Creek is the only organic sprouting company in the Nebraska Panhandle that offers its customers with a wide variety of products to include: alfalfa, sunflower, clover, bean and pea mix, lentils, wheat grass, and a "hot mix" of radish, cabbage, and mustard sprouts. Sprouts are one of the most complete and nutritional of all foods that exist. Adults between the ages of 20-40 years old who are single, single with children, married, and married with children should be the focus of Lodgepole Creek's advertising, keeping in mind that women do most of the household and grocery shopping. Single adults are trying to look their best, while older adults are wanting to feel...
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...João Nunes The Lisbon MBA Part-Time 15/17 Contents Executive Summary Situation Analysis Company Customers Competition Energy Drinks Sports Drinks SWOT Analysis Strengths Weaknesses Opportunities Threaths Marketing strategy Positioning Alternatives Point of Parity with Energy Drinks Point of Parity with Sports Drinks Point of Differentiation from both categories Recommendation to Management Financials Breakeven Analysis Final Considerations Exhibits Executive Summary Sarah Ryan, VP of Marketing for Portland Drake Beverages is facing a tough decision of deciding the positioning and overall strategy for the impending launch of Crescent Pure, an all-natural, organic beverage PDB acquired in mid 2013. Ryan is confronted with three options: positioning Crescent as a Energy Drink, a Sports Drink or dwelling in the booming market of organic foods and beverages. Analysing consumer trends, competition and industry trends, our recommendation would be to position Crescent as an Energy Drink, taking advantages of its organic ingredients and low sugar content to positioning it as a healthier alternative to the major players in the market. Also, we show that there may be an opportunity to increase prices and thus maximizing profit during the soft launch year, in order to fund a broad national launch in 2015. Situation Analysis Portland Drake Beverages (PDB), a manufacturer of organic juices and sparkling waters, is struggling with market positioning...
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...Table of Contents Relevant Theory................................................................................................... 3 Summary of Findings........................................................................................... 4 Analysis of Interview........................................................................................... 5 Recommendations................................................................................................. 7 New Business Realities & Thinking Habits....................................................... 7 Reflections and Evaluations................................................................................ 8 References............................................................................................................. 9 Relevant Theory I have chosen chaos and complexity theory to discuss and evaluate for this project. Under chaos and complexity theory, organizational structures served to create boundaries between everything and prescribed who did what. The organization treated people like machines, assigning them specific roles, duties, and responsibilities while ignoring their other abilities, emotions, or beliefs. The interview summary will display the company as chaotic but a self-organization entity. Beneath all structures and behaviors resides the real creator – dynamic processes. Confusion is part of a much deeper process of organization. It is in...
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...Executive Summary INDEX NESPRESSO COMPANY INTRODUCTION Internal and External Analyses Introduction of the model The methodogy used to analyse Nespresso Business Model is ‘Business Model Generation’ by Osterwater and Pigneur 2009. The methodology uses a model named Canvas, which divides the business model into 9 segments. The concept is simple, relevant, and understandable to analyse a company. This concept has been applied and tested around the world and is already used in organizations such as IBM, Ericsson and Deloitte. The nine basic building blocks are shown in the logic of how a company intends to make money. The nine blocks cover the four main areas of a business: customers, offer, infrastructure, and financial viability. The business model environment of the company is analyzed in the external analyses using a mythology designed by Osterwater eg. The four main area of the environment are; Industry forces, key trends, market forces and macroeconomical forces. External analyses In this section the external environment influences on a company such as Nespresso are analysed into a treat or an opportunity depending on the implication on the E-business strategy of Nespresso. 1.Market forces 1.1.Global coffee consumption is growing World consumption has been growing at an average of 2.5% annually since 2000. This development indicates an opportunity for Nespresso as consumers will purchase more coffee. 1.2.Sustainability in the coffee...
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...Contents 1.0 Executive Summary 4 1.1 Introduction 5 1.2 Company Description 5 1.3 Industry Analysis 5 1.4 Market Analysis 6 1.5 Marketing Plan 6 1.6 Management Team and Company Structure 6 1.7 Operations Plan 7 1.8 Financials Projections 7 1.9 Funding Sought 7 2.0 Company Description 8 2.1 Introduction 9 2.2 Company History 9 2.3 Slogan 9 2.4 Motto 10 2.5 LOGO 10 2.6 Mission 11 2.7 Vision 11 2.8 Funding Sought 11 2.9 Legal status and ownership 11 3.0 FEASIBILITY ANALYSIS 12 3.1 Introduction 13 3.2 PRODUCT FEASIBILITY 13 3.3 INDUSTRY / MARKET FEASIBILITY 14 3.4 Organizational Feasibility 14 3.5 Financial Feasibility 15 4.0 INDUSTRY ANALYSIS 17 4.1 INTRODUCTION 18 4.2 Industry Size, Growth Rate and Sales Projection 18 4.3 Industry Characteristics 19 4.3.1 Industry Structure 19 4.3.2 Key Success Factor 20 4.4 Industry Trend 21 4.4.1 Trends that favor the industry 21 4.4.2 Trend working against the industry 21 4.5 Long Term Prospects 22 5.0 MARKET ANALYSIS 23 5.1 Introduction 24 5.2 Market Segmentation and Target Market Selection 24 5.2.1 Market Segmentation by Demographic Variables 24 5.2.2 Target Market Selection 25 5.2.3 Target Market Size 25 5.3 Buyer behavior 26 5.4 Competitor Analysis 27 5.4.1 Competitive Analysis Grid 29 5.5 Estimate of Annual Sales 29 5.5.1 Partnership fees forecast for 1st year 30 5.2.2 Partnership fees Forecast the Next 4 years 31 ...
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...Introduction Orange Julius is a very well-known brand. It is a great place to stop at if you are looking for a fruity and refreshing treat or beverage. Not only can you stop and enjoy such beverages in the summer, but they are also delicious in the winter, fall, and spring seasons as well! Around here, when we think of Orange Julius, we think of the store inside of the mall. It is the same way in many other locations. Orange Julius is a branch that is found in remote areas such as malls and in other mall-type settings. In this project, we wanted to expand on this idea. We created Orange Julius vending machines. These machines will be placed in businesses and schools so that workers and students can enjoy a healthy and tasty smoothie at their convenience. Instead of having to run to the mall for this, they can simply find a machine in the hallways of where they spend their most time! Orange Julius has a funny and interesting history. Their story began back in the 1940’s when a man who just loved oranges. The only problem was that oranges gave him a stomach ache. He also had a friend who loved oranges. His friend wanted to find a way to enjoy oranges without the acid and stomach aches. He began blending oranges in yogurt and other ingredients to dull down the acid. This is how the orange Julius smoothie was created. They then began making them for the people within their neighborhood. They instantly became a huge hit. Shortly after the opening of their business, Dairy Queen,...
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...Management and Industrial and Systems Engineering, University of Southern California, Los Angeles, CA 90089, USA Abstract This paper reviews the literature on the social impacts of programmable manufacturing technology (PMT). Several perspectives on the social impact of technology are identified ranging from simple additive models that view technology as having a set of individual and independent causal impacts to a contingency perspective which views the impact of technology as dependent on technical and organizational characteristics. The paper statistically summarizes 30 empirical studies within the 1986-1990 period and finds common trends in findings as well as contradictory evidence. The common trends are that PMT tends to lead to more organic organizations, but also meets with negative employee attitudes, stress, and perceptions of reduced job security and mobility. The contradictory evidence is that most studies report simple, additive effects, while a substantial portion find that the impacts depend on a wide range of contingency variables. The authors argue that simplistic views of PMT as being a homogeneous set of technologies with unidirectional, non-contingent social impacts is neither realistic nor useful. A number of future research directions in this area are suggested. Keywords. Social impacts of technology; Programmable ing; Sociotechnical systems; Organizational design automation; CAD/CAM; Manufactur- 1. Introduction The microelectronics revolution in manufacturing...
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...BURUNDI COFFEE EXPORT COMPANY By Benjamin TURIKUBWAYO Business plan April 2010 EXECUTIVE SUMMARY What is the product ? Burundi coffee is unknown at international market. This is not because coffee growers cannot produce a good quality; it is simply because the coffee produced is not processed to meet the market standards. Burundi coffee company will work with coffee growers to produce specialty coffee by using high quality standards in the processing of the coffee cherry then market it to roasters in the US and Europe. What is the market size? Statistics from the International coffee organization show that there is a decrease in the coffee export in the year 2010 compared to year 2009. “World coffee exports amounted to 7.1 million bags in February 2010, compared with 8.7 million in February 2009. Exports in the first 5 months of coffee year 2009/10 (Oct/09 to Feb/10) have decreased by nearly 11% to 35.6 million bags compared to 40 million bags in the same period in the last coffee year. In the twelve months ending February 2010, exports of Arabica totaled 59.4 million bags compared to 63.8 million bags last year; whereas Robusta exports amounted to 33.2 million bags compared to 34.4 million bags"1. This shows that there is a big demand on the market even thought the prices have been affected by the global economic downturn. BCEC will work with a Switzerland company (SCHLUTER sa) specialized in coffee export to Europe and USA market. BCEC expected production capacity...
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...INTRODUCING HEALTHY NUTRITIONAL ALTERNATIVES IN PALM BEACH COUNTY SCHOOLS Prepared for Dr. Arthur C. Johnson, Superintendent of Palm Beach County Schools Palm Beach County School Board 3340 Forest Hill Blvd., C-316 West Palm Beach, FL 33406 Prepared by Heather Ronga, CEOl Drink Healthy, Corporation July 21, 2013 Drink Healthy, Corporation 123 Main Street New Town, FL 33415 Phone (555) 123-4567 Fax (555) 123-4568 July 21, 2013 Dr. Arthur C. Johnson, Superintendent of Palm Beach County Schools Palm Beach County School Board 3340 Forest Hill Blvd., C-316 West Palm Beach, FL 33406 RE: Introducing Healthy Nutritional Alternatives in Palm Beach County Schools Dear Dr. Johnson: This proposal is for your review introducing healthy nutritional alternatives in Palm Beach County Schools. Drink Healthy, Corporation is in accordance with state and federal initiatives and the Florida Department of Education guidelines by providing and promoting healthy eating to your students and your athletes while advocating health awareness. The progression towards a healthier student body is nutrition such as fruit drinks, vegetable drinks, and simple snacks. This partnered with physical education will lead to great success for students. Furthermore, eating healthy in school will lessen the obesity rate and stop students from feeling as sluggish. Students will be more energetic and have a higher success in academics, throughout the day. Dr. Johnson implementing...
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...Professor Lichtenstein GB 110 17 February 2014 Conscious Capitalism Summary John Mackey has a new innovative view on economics and capitalism which he talks about in this article. The theory of economics was first developed during the industrial revolution as an explanatory response. Mackey says that many economists today still use industrial machine metaphors to explain how the economy works. There is obviously something wrong with this because times have changed and those principles are very dated. The article then goes on to talk about the purpose of big businesses. He makes the point that doctors, teachers, lawyers, etc. are all in business to help the common good and have purposes beyond self-interest, but not business. Mackey tells us that the only reason businesses are in business is to make a profit, however this should not be the case. A business should have an intended purpose with its secondary goal of long-term profitability. He gives the example of how entrepreneurs start a business to fulfill a need in society, a purpose. However this is not normally the primary goal of a big corporation. Whole Foods is a big corporation built on these new innovative principles of serving the common good with an intention of long-term profitability rather than short term. The business was started to improve / well-being of people around the world by bringing them high quality natural and organic foods. Whole Foods has created an massive interdependent system starting...
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...Executive Summary: This written report presents a collection of information about Hydrocarbons and how one could efficaciously distinguish its classification by means of determining its properties through applied tests. The process and skills of analysis that are provided include the familiarization of the important data about Hydrocarbons including its categorizations, structures, reactions and usages followed by the apprehension in detail of its classification by the determination of its physical and chemical properties. The obtained results of data evaluated show that all the end-products were accurate and precise. The written report highlighted the data about Hydrocarbons and the information ascertained such as the macroscopic properties of Hydrocarbons based on distinctive tests. Experiment No.: 3 Experiment Title: Properties of Hydrocarbons Submitted by: Group No.: 3 Course/ Year/ Section: Bachelor of Medical Laboratory Science/ Second Year/ 2MT-L Group Leader: Dandoy, Chessa Members: De Castro, Kevin Desuyo, Glodene Dumallay, Arlene Mae Encarnacion, Rei Escalante, Joyce Estrella, Sheila Fabros, Lia Angeline Inhumang, Emman I. Introduction Hydrocarbons are the simplest class of organic compounds and are composed solely of hydrogen and carbon. This class can be further divided into two groups: aliphatic hydrocarbons and aromatic hydrocarbons. Aliphatic hydrocarbons can be classified based on the structure and bonding...
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...JEWELS SUBMISSION DATE: 16.10.2013 STUDENT NAME: KHALED IBRAHIM STUDENT ID: 867438 TABLE OF CONTENT Executive summary ……………………………………………………………………………..3 1.Introduction 4 1.1 mission and vision 4 1.2 Objective of the Study 5 2. Key process in operations 5 2.1 Procurement 5 2.2 Production 5 2.3 Distribution 7 2.4 The sales 7 3. Planning stages and control 7 3.1 Strategic 7 3.2 Tactical 8 3.3 Operative 9 4. Environmental, Health, and Safety for Pulp and Paper Mills 10 4.1 Environment 10 4.2 Occupational Health and Safety 12 4.3 Community Health 13 5. Conclusion 13 List of Figures Figure 1 9 Figure 2 15 Executive summary Paper is a sheet of fibers with a number of added chemicals that affect the properties and quality of the sheet. Besides fibers and chemicals, manufacturing of pulp and paper requires a large amount of process water and energy in the form of steam and electric power. Consequently, the main environmental issues associated with pulp and paper production are emissions to water, emissions to air, and energy consumption. Waste is a gradually increasing environmental issue of concern .Paper production typically involves the following steps: • Producing and acquiring fiber • Chemically or mechanically processing the fiber into pulp • Running the pulp through a paper machine to create large rolls of paper The papermaking process is complex and has far-reaching environmental impacts beyond...
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...start-up to leading natural and organic frozen food brand Reference Code: CSCM0256 Publication Date: August 2009 DATAMONITOR VIEW CATALYST Amy’s Kitchen was established by Andy and Rachel Berliner in 1987, and concentrates on the production of natural and organic meals. The company has dramatically expanded its product range in the 22 years since its founding from its one initial vegetable pot pie and in the fiscal year 2008, recorded revenues of 240million USD. The global economic crisis has been problematic for Amy’s Kitchen, as consumers seeking to make savings to their household budgets have reduced their spending on organic and natural food. However, core customers remain and many will continue to both regularly purchase the brand and be unpaid ambassadors for it, which has been part of its marketing success since its inception. SUMMARY • The Amy’s Kitchen company began as a business in 1987 in California and is named after Amy Berliner, the daughter of the two founders Andy and Rachel Berliner. The company has grown into the leading natural frozen food brand in the US, benefiting from the rise of the organic foods market. • The two founders had previous experience of working in the food industry with the Magic Mountain Herbal Tea Company and in the case of Rachel Berliner’s family from organic farming. This placed them in good stead for the creation of their organics company. • The company is resolutely in favor of natural and organic farming and only uses the freezing...
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...the theme of city shop. These coffee shop consumption is not high, suitable for mass consumption society, general entrepreneurs investing psychology all want to make a lot of money, the fastest way to make money is to make the rich money, instead, in the consumer groups, the audience most is the populace, the biggest consumer spending and civilian class, how to do ordinary and small into many is a very exquisite management strategic problem. Based on this kind of trend, more and more people seek to this shop to enjoy a comfortable environment. For college students a place which is open for 24 hours and comfortable environment is very attractive. So we decide a store for opening 24 hours. TABLE OF CONTENTS Executive Summary 1 Management 2 LIFE LIVE History 4 Product&Service Description 5 Objectives 6 Competitive Advantages 7 Innovation 8 Pricing 9 Growth Strategy 10 Targeting New Markets 11...
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