Business Profile and Swot Analysis - Example

Passiona Bottling Co. Name Institution Contents To update the Table of Contents on completion of your business plan lick to the left of the table and click F9 Executive Summary Vision Statement To maintain a profitable operation that will continue our tradition of quality and exceptional soft drinks, at a reasonable cost, in a comfortable atmosphere, with exceptional service as we look forward to being recognized by our valuable customers and suppliers as the very best beverage distributor. Mission Statement To become the supplier of choice every time, in each category we operate by satisfying our consumers and retailers with the highest quality products and services through trained, dynamic, dedicated and responsive employees who are also committed to uphold the interests of all stakeholders. Business Concept The business will be set up as a limited liability company.The key people in the business are the chemical engineers and analysts. They are the ones who directly determine the quality of our soft drinks. The chemical analyst must possess at least a bachelor’s degree with at least 15 years of post-graduate experience. He must have worked before in a position closer to the position of chief analyst. The business will offer mainly soft drinks. The specific types and number of the units of soft drinks we will offer shall be decided basing on the market performance of the current brands.The key strength of the business is the fact that we have managed to acquire some of the best chemical experts with outstanding experience in soft drink industry. One of the opportunities this company will exploit is the fact that most of the soft drinks sold in this region (Melbourne) are imported and therefore, it is the right time to make sure we penetrate and control the market in the region. The business will take the form of a distributor. The company will be selling its products through various retail agencies all over the region. There would be other outlets to facilitate the distribution of the products.It will be situated at Cadbury level 16. While our staff will be on the site for 24 hours a day, the business will attend to its customers between 8 am and 5 pm.The target market will be the residents and business people in the region before we consider expanding beyond the region. Business Goals and Objectives There are many long term goals which the company is committed to achieving. The company is focused on becoming a market leader and a brand of choice in Australia during the first 8 years of operation. The company is also committed to launching into international market within 3 years of operation. Lastly, the company is aiming to diversify its products more to ensure a large product base. The short term goals of the business are aimed at making sure the operations of the company are running efficiently. One of the short term goals is to ensure good cash management. The company also wants to make sure that the set sales targets are met. At the same time, the company is targeting to break even within the first 9 months. The key business objectives for the first 12 months are the ones that will drive the company’s short term goals. Market Plan Summary This business plan details a framework with which the business will operate and meet its objectives. The targets set have been reviewed as much as the company could to make sure they motivate all stakeholders to work towards the common goal. The company’s main target population is the people in Melbourne. Further expansion plans are underway to ensure the company is able to trade on international platform. The company has carried out a detailed analysis of the main competitors. Measures have been put in place to ensure the products will be of incredible quality to enable the company to compete favorably. The financial forecasts provided are of great importance in helping the company to gauge its performance in the foreseeable future. Operational Plan Summary At the start of this business, the company would wish to cut down costs as much as possible. In this regard, the company will focus on working with a small number of staff for the first fiscal year. The main emphasis in terms of labor will be the chemical experts whom the company is committed to ensuring they are well compensated from the beginning. The company is also considering outsourcing some professionals on a short term basis to offer the necessary service at specific points. The production capacity will be greatly monitored during the first financial year. This will help us to make the right projections about the capability of the company and find out how to adjust appropriately. The BUSINESS Plan in detail Business PROFILE AND SWOT Analysis Business Description The company will be operating in a very competitive business environment. There is no monopoly at any point in this industry. The provision of soft drinks in the region will be by no doubt faced with challenges. In this section, there is an analysis of the probable strengths, weaknesses, opportunities and threats. SWOT Strengths The company has some of the most experienced experts in the industry The company is strategically located to tap into the unexplored market The innovation and creativity capacity is exceptional Heavy investment in technology is an advantage Weaknesses Stiff competition from international brands Unfavorable financing options Opportunities Global market opportunity Availability of enhanced technologies Increased consumption needs for soft drinks Threats Strict legislation and taxation laws There is a possible loss of our key staff members if not well compensated Weather changes have direct influence on the volume of sales As the company is focused on launching the operations, it is based on the strategies laid down to help the company overcome its challenges while at the same time utilizing every opportunity at hand. The company is committed to producing quality brand in order to compete favorably. The company is also focused on accessing finance from international sources if internal sources will be unfavorable. At the same time, the company is committed to ensuring that the most experienced personnel are compensated well in order to retain them longer. MARKET RESEARCH & ANALYSIS Industry Analysis From the results carried out by our company, there a few aspects which define the industry in which the product we deal with is operating. The industry is dominated by two British companies who control over 44.5 % of the market share. Many other players in the industry have not been able to penetrate effectively. The pricing policy is based on a competitive basis and few firms use price as a marketing strategy. Heavy investment is made specifically in the area of promotions and advertisement. Summary of current state of the Industry and Market. The soft drink is a group of products which are consumed by all members of the family. There is no specific criterion that can make one category to be targeted more in our marketing. Nevertheless, since this drink is more of a luxury, its consumption slightly increases with the level of income. Industry Groups From the study undertaken, there is no specific group in the industry that affects the consumer choice. The features of this particular industry fully pave way for fair competition. Industry Key Success Factors One of the main targets of the company is to be able to control the industry within a reasonable time. When this becomes a reality, our brand will automatically be the choice of many. After that the focus will shift to expansion strategies. The key to attaining this is producing exceptional products. Industry Trends and Seasonal Factors The consumption of soft drinks is somehow affected by seasonal factors. When the weather is chilly, the consumption of our products declines while when the weather is hot, the consumption increases. Therefore, sales are expected to be low during winter season and highest during summer. At the same time, consumption is also the highest during festive seasons and holidays. Market Size The population of people in Melbourne is about 3 million. This simply constitutes over 80% of consumers. The number is expected to grow further in the coming years. Nevertheless, it is not easy to single out a particular number of customers that we will manage to attract. Market Segmentation The soft drink industry is characterized by few segmentation opportunities. This is because soft drinks are a family consumption product with almost similar consumption needs. It is hard to identify unique consumption needs in relation to soft drinks. Target Market/s As earlier stated, the nature of this product allows marketing strategy does not focus on a specific group of customers. All family members from kindergarten, college students to all other members of the family COMPETITOR ANALYSIS Competitors The market type is a competitive one and participants in the industry enter and leave without restrictions. The survival of any company is dependent on its competitive ability. The following are the major competitors in the industry. Real names have been concealed due to the sensitivity of the information being dealt with. They include: SofCom Suppliers Levix limited Theodore Co. Competitors’ Business Locations SofCom Suppliers is situated 220 miles away from Cadbury Levix has its headquarters in Clayton Theodore is located in Sunbury Competitors’ SWOT Analysis The competitive edge that we are focused to pose is based on the quality of goods and our service delivery. Our specialists are working to ensure the products meet exceptional standards SofCom Suppliers Strengths: Long period in the industry Has a history of delivering its promises Diversified products Weaknesses: Recent financial difficulties Employee turnover is very high Opportunities Mergers are available to strengthen the business Global market Threats: Legal suits Ineffective technologies Levix Limited Strengths: Wide financing options Long period in the industry High ethical standards reputation Weaknesses: Constant management wrangles Poor pricing strategy Opportunities: Technological advances Fruitful research and development Threats: Increased counterfeit products Theodore Strengths: The company has built a brand on quality It operates as a conglomerate A lot of skilled personnel Weaknesses: Poor compensation to employees Poor leadership Opportunities: Wide opportunities in international market Technological advance Increase in the level of innovations Threats: Increased legal suits on the issue of patents An analysis of my major competitors has provided information which the company can strategically build upon. The challenges facing our competitors are very diverse. The company may not have a concrete way of overcoming all of them, but will use available resources to deal with whichever comes its way. Competitors’ Research and Development The research undertaken by my competitors are used meant for internal use of the company are therefore, the outcome of their findings remain a secret to them. CUSTOMER ANALYSIS Product / Service Mix Carbonated soft drinks Club soda Ginger ale Non-carbonated soft drinks Competitive Advantage The company has implemented strict measures to do with quality of our products. The products are produced, transported and stored in the most hygienic environment. Strict measures have been put in place to ensure accuracy in our measurements and scales. Customers’ Buying Motives Soft drink is more of a luxury than a necessity. Customers may not consume it every day, but will do so out of convenience Customers’ Buying Frequency The products are expected to be consumed mostly in the afternoon. To many the frequency of purchase is dependent on the price and the weather. Therefore, the only way of predicting future consumption is probably looking at the weather forecasts. Research: Methods, Results, Survey / Interview, Interpretation Market research has been carried out to form the basis of decision making regarding the business. In carrying out this study, quantitative technique was used in gathering data. Specifically, questionnaires were very essential in this study. SUPPLIERS As a company, suppliers have been chosen on a competitive bidding with due professional care. Nevertheless, those located closer to our business have been given priority. Their contract is a two year renewable. Organisations and Networks Financial institutions Other manufacturing concerns researching future business opportunities Level of consumption of soft drinks Rate of population growth Competition in global market Marketing Plan Marketing Objectives for Year To increase market awareness among consumers by 40% within the first year To achieve break even sales volume To attain market share of 25% Market Niche As earlier on stated, the nature of our products allows the company to focus its sales not just to a specific segment, but the whole population. This is because it is a product consumed by all people, anywhere and anytime. Product / Service Strategy We have designed fantastic packaging bottles that are a direct reflection of the quality of our products. We have ensured the highest measurement accuracy is achieved. Pricing Policy The industry is very crucial in deciding our pricing policy. One common feature in the industry is that pricing has never succeeded as a marketing strategy. In other words, prices of all related products trade at relatively same level. The only factors we had to consider were the total costs per unit involved. The nature of our products has enabled us to focus only on cash sales. Location The business operates from VIC Melbourne. It was the preferred because of the high growth rate in population. To achieve our objectives, the company is in need of go downs, offices, stalls, plants, etc. Promotional and Advertising Strategies The company is focused on investing heavily in the marketing of the product. This will be complemented by sales promotions. This will be very intensive during the first six months to ensure the product fully gains ground in the market. Outline of Promotional Costs for Year Advertisement 45% of total promotional costs Promotions 48% of total promotional costs Other related costs 7% Business Image The focus of the company is strictly high quality standards and environmental conservation. Environmental conservation will be done through our recycling policy. Besides, another focus is regulation of emission of carbon dioxide into the atmosphere. Our high quality standards will be characterized by highest hygienic standards. Our focus is affected by the fact that our competitors have not emphasized upon. The company will put in place regulations covering the dress code of our staff to ensure neatness at all times. We will exhibit high customer standards characterized by an exceptional customer care service. Customer Service Policy and Implementation The customer satisfaction is our pride. We do everything possible to meet the expectation of our customers. This includes special attention to all complains leveled against the company by the customers. A special unit in the company shall be assigned this responsibility of handling all complains from telephones, email and personally presented complains. As we deal with customer complains, we will be growing in the process. Organisational Information Ownership and Qualifications This business is a limited company which is yet to be listed on a stock market. Currently, it is owned by the three founders: Katherine Lesin who holds a post graduate degree in finance Philip Peterson who holds a degree in chemical engineer with over 10 years’ experience Kroenke Bonoku who has a degree in law Personal SWOT Analysis Strengths Working experience A good understanding of the products Innovation and creativity Weaknesses Too expensive to retain Business Name The trading name of the business is Passiona bottling Co. The name was derived from the word passion which is reflection of the drive of this business. The trading name is yet to be registered. Location The business is located in VIC, Melbourne. The success of the business dependson the facilities in place. We need offices and factory buildings. Licences, Permits and Regulations There are quite a number of regulations the company has to comply with for it to be allowed to transact. There is the standard health requirement to ensure the products are produced in a very hygienic environment. There is also the regulation of installing fire extinguishers in the business premise. Legal Structure The formation of this company is based on a limited liability company structure. Business Hours The company will be in operation to attend to all our customer needs from 8 am to 5 pm. This is time when most businesses are running. The company will operate for 6 days from Monday to Saturday. Insurances Requirements The insurance covers for a bottling company like ours are very varied. First there is the insurance against fire for all the assets. There is also the insurance against litigation processes and other contingencies the company is likely to face. Human Resources Key Roles and Responsibilities Human resource is a key asset in this business. The company is in need of both skilled and unskilled labor. The innovation and discoveries to be made in the company are in the hands of our skilled labor force. The company is looking forward for better remuneration for the workers especially skilled labor. Rates of Pay Currently, the remuneration of our employees must factor in the issue of profitability of the business. Nevertheless, the issue of experience will be essential in setting basic pay for all employees. Business Advisers The company has aligned a series of advisors to help the company achieve both its short term and long term goals. These include financial, legal and general administration functions of the business. In this regard, we have lawyers, auditors and financial consultants to help discharge our responsibilities. Operational Plan People Job / Position Descriptions General Manager He/she is an overall overseer Ensures implementation of strategic plans of the company Approval and implementation of the company’s annual budget Chemical Engineers In charge of production department Advice the company on whom to hire in their production department Responsible for the quality of products produced Accountants Formulation of budgets Maintenance of accounting records Advice the company on financing options The employment contracts are both full time and part-time depending on the company’s need. Production Plant and Equipment Plant & Equipment Already Owned Approx. costs $ Equipment 55000 Vehicle 45000 Telecommunication 2000 Computers 3000 TOTAL $ 105000 Stock and Raw Materials Details of Stock / Raw Material Required Approx. costs $ Raw material and supplies 16000 TOTAL $ 16000 Record Keeping System Cash books Petty cash books Ban reconciliation Debtors/Creditors a/c Payroll Inventory Fixed asset records We will utilize computer software to help record and maintain data on regular basis as and when is required. Financial Plan Main Financial Assumptions The value for assets have are based on prevailing market price The business will begin within a short time before prices change a lot Other expenses already provided have not been altered Taxation and inflation index have been ignored References Atril, P. & McLaney, E.(2010). Management Accounting for Decision Making With My Accounting Lab Access Card. Edinburgh: Pearson. Bandler, J. (1994). How to Use Financial Statements: A Guide to Understanding the Numbers. New York, NY: McGraw-Hill. Freenstra, R.C.(2003). Advanced International Trade: Theory and Evidence. New Jersey: Princeton University Press. Hubert, C. (2000). Knowledge Management: A Guide for Your Journey to Best-Practice Processes. Houston, TX: American Productivity Center. Kieso, D.E., Weygandt, J.J., & Warfield, T.D. (2007). Intermediate Accounting, 12th Edition. New York: Wiley Martinez, J., & Jarillo, J. (1991). Coordination demands of international strategies. Journal of International Business Studies, 22, 429–444. McKeever, M. (2010). How to Write a Business Plan. New York: Nolo. Page, R.(2003). Hope is Not a Strategy: The 6 Keys to Winning the Complex Sale. New York: McGraw-Hill. Read More