Maritime Burger - How to Be Australias Best Burger Producer and Distributor - Example

Maritime Burger; Business Plan Student’s Name Institution Affiliation Maritime Burger; Business Plan Executive Summary Maritime Burgers will be a business enterprise with special burger that considers the elemental demands from the local Australian and the globe consumers at large. Its special attribute from the American burgers will form a major selling point that would ensure its high reception among the locals. The initial capital of the business will be contributed by the main stakeholders numbering at twelve with a contribution of 1.2 million dollars each. Subsequently, more capital will be injected through the loyalty pledges from the stakeholders and the ploughed back profits of the business. The construction of the business physical enterprise and subsequent installation of other facilities such as the cooling system will be accomplished in 9 months while operations are set to begin in the 11 month. This business will tap the market opportunities of the Australia amidst souring costs of operations in US and dwindling supply of beef products. With regard to the business management, Maritime will be managed by 3 directors and 7 departments under departmental managers which will be responsible for discharging complementary duties that supplement the organizational Table of Contents Maritime Burger; Business Plan 2 Executive Summary 2 Vision Statement 4 Mission Statement 4 Product & Service Description 4 Point of Difference 4 Market Analysis 5 Marketing Plan 10 SWOT Analysis of Maritime Business 11 References 12 Appendices 13 Appendix A: Nutrition Value of Maritime Burger 13 Appendix B: SWOT Analysis 14 Vision Statement To be the Australia’s best burger producer and distributor with customer-centric production and distribution for efficient American Burger Supplies Mission Statement Maritime Enterprise is a retail chain of the Ausmerican Burger committed to producing high quality Burger with a significant touch of the American Burger and relatively low prices in order to spearhead and bolster the American Burger in Australia and the world at large. Product & Service Description The Maritime Enterprise will form one of the retail chains of the Ausmerican Burger based in Australia. These business enterprises will persistently produce burgers with American traces and venture into the Australian market. In essence, the business will produce a wide range of burger products differentiated by the production processes and eventually divested in product market capability. First, the initial burger product will be characterized with the following ingredients: Beef (69 percent), Breadcrumb which includes sugar, vegetable oil, and emulsifier (472e), textured soy protein, Whey proteins comprising of Milk Protein as well as modified Food Starch (1442), rehydrated onion and soluble mineral salts. The Nutritional value of the burger will be as shown in the Appendix A. This product will however be varied to suit the different consumer needs and tastes of American Burgers in the Australian market. In this regard, the burger will also be supplemented with American cheese to produce American Cheese Burger. Point of Difference The unique traits of a product are elemental to the foundation of its market venture and its sustained sales in both new and long-term markets. In this regard, the Maritime Burgers will be ideal for the Australian market which is yet to be saturated with American Burgers. In essence, it will comprise of elements such as Beef and a sandwich of cheese in order to facilitate its point of sales and its facilitated contact with the Australian consumers based on its ability to manifest across the entire regional market. Indeed, this product will have special traits such as melty, milky and gooey texture. Besides, it will also be facilitated with salty flavor for accentuate with burgers. This will form a major attraction to the new users who have no historical traces of use of the product. In this regard, the product is aimed at reaching out the diverse Australian market besides exploring additional lucrative external markets. This will be based on the pace to diversify and reach out new clients. The cheese products will entail a wide array of milk proteins alongside small traces of emulsifiers as special product features. Market Analysis In the recent past, the US cattle herd is growing lower every day. As a result, the Burger Chains have been seeking mechanisms to diversify through alternative markets. In this regard, Australia has formed one of the main destinations that has attracted a significant investment destinations for the burgers that would eventually create a high translocation of Burger components in Australia with US traits (O'Sullivan & Queensland., et al. 2008). The low priced beef component in particular has become one of the main attraction mechanisms for the Australian market. In 2014, the exports of beef to US increased by a significant margin of about 34 percent (Australian National Cattlemen's Council., 2014). In order to cut down the transportation expenses and take advantage of the Australian market, many US burger dealers producers have resolved to producing burgers in the Australian locations and subsequently selling the same product in the same market with a touch of US burgers. However, the number of cattle in Australia has been declining proportionately over recent past and it may be least in 20 years time (Harris & Mongiello, 2006). Some of the main causes of this decline include the prolonged droughts. This situation is likely to influence not only the price of beef by about 40 percent but also its supplies to the burger producers and other consumption points (Australia., 2012). By June 2015, will be a decline to about 26.1 million cattle available for export and local market consumption (Research., & Livestock Australia & University of Queensland., 2015). In this regard, the local market is likely to be prioritized significantly as opposed to its export markets. The location of the Maritime Business in the Australian soil will promote its potential to tap the beef products supplies from the local sources amidst constraints. Recent accounts have seen the souring levels of demand for the American burgers in Australia (Hinton, 2007). In this regard, the market has developed consistently with the growth in demand for high quality and nutritionally high value products amidst constraints of price and qualities. The hotel and restaurant industry is a major economic sector of the Australian economy. Besides, its creation of employment to more than 270,000 individuals throughout the market, the hotels makes important consumers of the burgers and other locally produced food items and other support services. Besides, the sector also provides the essential components needed for the local sporting as well as other community organizations (Chen, 2006). The special burger traits such as the American type of burgers also attract a significant number of tourists as well as the local consumers. Reports from the PricewaterhouseCoopers (PwC) in 2009 indicated that the hotels in the Australian market spend a total of 515.6 million dollars in product and service-related expenses (Chen, 2009). This is a measure of the market size by expenditure but the revenue generated from the industry is more than triple the size of the expenditure. With the souring demand of American Burgers, the Maritime Burgers is likely to benefit extensively from this market that would foster high-powered capacity to deliver quality and tasty burgers with a competitive framework of the relative to the existing products by virtue of price and quality. The dry spell that struck Australia over recurrent periods coupled with the strong El Nino rains have been proving a significant boon for the US hamburger clients. In the Queensland, majority of drought period ever is tending to send a significant amount of cattle to the feedlots as the ranchers amass cows at the fastest rate ever in the last three decades. These advances have been significantly boosting the beef exports to a recurrent high value with more than 70% increase in shipment to the US market as indicated by the government data and often inclined to burgers supply. In fact, the US has already become the main destination for the Australian beef past the Japanese exports markets (Research., & Livestock Australia & University of Queensland., 2015). Besides, the prolonged droughts in Texas also led to a four-year decline in the US beef supply and aspect that has necessitated the rise in imports to supplement local supplies but such moves has also tended to constraint the Australian supplies with a 2 decade projection in ample supply beyond which a deficit may surface. As a result, companies such as the Chipotle Mexican have been turning to the Australian supplies to bridge the gap in supplies. It has been noted that about 70% of the beef shipped to US markets from Australia, commonly called the manufacturing beef is often used in making hamburgers. Main importers include the McDonalds Corp, which is the world’s biggest restaurant chain by virtue of sales and its counterpart, Carrols Restaurant Group, also the biggest Burger King Franchisee. This has led to increased pressure on the beef supplies in Australia with increase in international demand (Research., & Livestock Australia & University of Queensland., 2015). However, the establishment of the Maritime business will therefore utilize the local supplies of the Australian beef which is derived from the free-range cattle which are fed on grass without use of any antibiotics. These aspect increases the potential rise in demand for the natural product particularly due to rise in the demand for body-friendly products as a result of rise in lifestyle diseases. Business Team This business will be established with a formidable management team of professionals. In particular, it will initially be run by three directors who will be in charge of the overall operations of the business. Besides, this team will be supported by a group of 7 managers, who will be responsible for various departments across the entire organization. In particular, these departments includes; human resource, sales, procurement, public relations, finance and risk departments. Each of the departments will be allowed a taskforce recruited through the human resource department on the basis of professional capabilities. In this regard, the team will be able to institute and make decisions on behave of the organization regarding their respective areas of specialization. For instance, the procurement department through its manager will be responsible for the acquisition of the organization’s raw products such as beef and cheese. Subsequently, each of the decision will be appended to by the directors before critical considerations are made for effective endorsement into the company’s operations profile. Each department will also employ some support staffs that will be responsible for the operations in it as per the overall delegation of each department by the core business management. One of the directors has been a long-term professional working in the King Burger Corporation with extensive experience in the product market as well as the market forces in different destinations worldwide. The second director is a renowned professional in the discipline of financial management having worked with various financial management organizations such as the Union Bank of California. The team will also be highly efficient due to their elaborate experience on burger market performances in other destinations such as the New Zealand among other destinations. Another major feature associated with the business team of the Maritime Burger is high capacity to communicate, negotiate and establish network within the local and international consumption base. These aspects are derived from the developed social networking between the business and its clients through established social media linkages that fosters unique development that purposefully creates a distinct face value that attracts most clients to its business. In particular, the team is critical to manipulating their personal influence in influencing the success of the business both locally and internationally. For instance, the establishment of a common LinkedIn is a major milestone in promoting its influence on the performance capacity through a networked spear of influence and proficiency in information sharing and development. This social advancement will be ideal in enhancing the performance of the business. In this regard, the organization believes that its success is dependent on the successful leverage of its consumer base. While undertaking this elaborate social marketing, the organization is inclined to ensuring that its core purpose is ideal for the manipulation of its strength by undertaking a significant adherence to its established internal policy guidelines that are critical to ensuring that it remains focused to three main targets namely; maximum clients’ satisfaction, high regard to the government policies in place as far as hygiene production is concerned and ensuring high powered technical capacity through proficient recruitment processes. Essentially, the Maritime Business will be developed in a customer centered approach to business activities. Marketing Plan The market for the American Burgers in Australia has been bulging significantly over the recent past with considerable growth in taste and preference in the region. Nevertheless, competition due to the US firms seeking to take advantage of the attractive market has influenced Maritimes Business’ choice of its marketing projection. In this regard, the business seeks to establish collaborations with major restaurants in Australia through a joint venture as major market entry strategy. In particular, some of the restaurants that the business will collaborate with to market its product includes; Baker’s Delight, Eagle Boys, Pizza Haven and Red Roosters. These restaurants will form the primary supply points for the Maritime Burgers that will see the entire Australian market dominated with the new burgers. Besides, the business will also establish a point of sale where both retail and wholesale products will be instigated distributed through organization’s trucks. Constant increase in its market share is likely to experience certain constraints with the reduction in the share of beef supply which is expected to fall in the next 20 years. Subsequently, the Maritime Burgers would therefore seek alternative source of beef from the local and international sources such as New Zealand in order to revamp its supplies. Besides, critical elements in the restaurant industry will also form a prospective market diversification mechanism for the company such as integrating other offers such as accommodation and catering services in order to increase revenue generation within the current premises with little if any need for expansion. SWOT Analysis of Maritime Business Essentially, this business will be established in a competitive business environment with emerging players from the global precinct. In this regard, there are a number of essential strengths and lucrative opportunities that will ensure the successful establishment and subsequent flourishing of the business enterprise. Some of the strengths include high capital supply from the main stakeholders. See Appendix B. The ability to manipulate a global perspective of audience is one of the company’s main strength as it would foster its mechanism to enlarge its market share value. This move is also critical to the establishment of an elaborate mechanism that would offer a significant competitive advantage over its rivals in the region. The Australian population has also developed a close touch with the American Burger and its introduction of the product in the Australian soli is likely to meet a significant support owing to its quality production and a stimulated inclination to necessitated high quality and gear up focus to enhancing its customer service. References Chen, J. S. (2009). Advances in hospitality and leisure. Bingley: Emerald Group Publishing Limited. Harris, P. J., & Mongiello, M. (2006). Accounting and financial management: Developments in the international hospitality industry. Amsterdam: Elsevier/Butterworth-Heinemann. Chen, J. S. (2006). Advances in hospitality and leisure: Vol. 2. Amsterdam: Elsevier JAI. Finch, B., Longworth, J. W., Queensland., Australian Centre for International Agricultural Research., Meat & Livestock Australia., & University of Queensland. (2015). The Hong Kong beef market: Opportunities for Australia. Brisbane, Qld: Department of Primary Industries. Australia. (2012). Report on the introduction of quota management controls on Australian beef exports to the United States by the Minister for Agriculture, Fisheries and Forestry. Canberra: The Committee. Hinton, D. G. (2007). Supplementary feeding of sheep and beef cattle. Collingwood, VIC: Landlinks. Australian National Cattlemen's Council. (2014). Report on the market in Japan for Australian beef. Canberra: Australian National Cattlemen's Council. O'Sullivan, M., Queensland., & Queensland. (2008). Beef. Brisbane: Rural Industry Business Services, Dept. of Primary Industry. Appendices Appendix A: Nutrition Value of Maritime Burger Ave Qty Per Serving Ave Qty Per 100g Energy (kJ) 1180 990 Protein (g) 20.0 15.5 Fat, total (g) 20.4 17.0 Fat, saturated (g) 10.2 8.5 Carbohydrate (g) 7.0 5.2. Sugars (g) 1.6 1.3 Sodium (mg) 672 570 Cholesterol (mg/100g) 80 55 Appendix B: SWOT Analysis Strengths: High financial capital supply Professional management team High quality & Special burgers with high market capability Opportunity: Sufficient supplies of beef at relatively low market Increased positive preference of American Burgers in Australian market Threats: Potential decline in beef supplies in Australian market is likely to spur shortages and possible price upsurge in 20 years time Increased preference of Australian as a potential destination is likely to spearhead stiff competition in the market Weaknesses: Low capacity to influence the Australian market due to its historical inexistence as a new business Inability to fix its market on the market performance based on research but rather dependent on other research findings such as PricewaterhouseCoopers (PwC) Read More