You will have the following components (in this order) 1.Title page 2.Executive Summary 6.Written sections of the Financials 6.Sources (References) 7. You will also attach the entire revised Excel doc

UPTOWN SWIRL BUSINESS PLAN 0

Uptown Swirl Business Plan

Danielle Gibson

Strayer University

Dr. Andrea Banto

06/15/2020

1.0Introduction 4

1.1Company Description 4

1.1 Mission Statement 4

1.2 Trends in the Industry 5

1.3 Strategic Position 6

1.4 Distribution Channels 6

1.5 Risks 7

2.0 SWOT 7

3.0 Marketing Plan 8

3.1 Company Target Market 8

3.2 Company market competition 9

3.3 Clarification of the company’s Message 11

3.4 Marketing Vehicles for Uptown Swirl 12

4.0 Operations, Technology, Management, and Ethics Plan 13

4.1 Operations Plan 13

4.1.1 Cost and Time Efficiencies 14

4.1.2 Competitive Advantages 14

4.1.3 Problems Addressed and Overcome 15

4.1.4 Research and Development 15

4.2 Technology Plan 16

4.2.1 Software needs 16

4.2.2 Hardware Needs 16

4.2.3 Telecommunication Needs 17

4.2.4 Personnel Needs (for technology) 17

5.0 Management & Organization 17

5.1 Management Plan 17

5.1.1 Key Management and Employees 17

5.1.2 Advisors 18

5.1.3 Management Structure and Style 18

5.1.4 Management Hierarchy 19

6.0 Corporate Citizenship 19

6.1Environment Protection 20

6.2 Health Issues 20

7.0 Conclusion 20

8.0 References 22

1. Introduction

Uptown Swirl is a natural juice that’s free from any chemicals and artificial flavors which is ready to drink and has been made to perfectly care for the specification of the customer’s preference at a cheaper price. The company focuses the creation of services that are based on the needs of the customers within the market. The name is based on the positive focus on the company which focuses on the key interest of the market in a positive way. Ideally, Uptown Swirl is based on the energy that is generated in the activity. The action leads to the creation of positive interactions between the customers and the company because it reflects on the interest of the company in a manner that is perfectly appealing. The soft drink would have different flavors that are based on the interest of the customers. Some of the flavors would include orange, mango, pineapple and black current. Ideally, it is a practice that leads to the creation of a positive appeal to the market.

Uptown Swirl’s Mission is to satisfy the thirst of our customers by providing the perfect experience in a natural, yet flavorful way. The mission statement selected is based on the interest of the development of a program that focuses on the needs of the company only. It is a factor that enables the team of employees to positively adhere to the company practices that entails the creation of goals that focus on the interest of the company (Nab, van Keulen& Pilot,2014). It creates an organizational culture that is focused on the implementation of realistic goals that are based on the purpose of the company. The application of mission in encouraging and motivating employees is a key issue of concern that is based on the interest of the company. Therefore, the mission statement of the company is fully effectual in the implementation of company goals.

NAB industry is constantly changing based on the changes in the needs of the customers. It is a practice that is focused on the long-term orientation of the company goals and survival within the industry. Apparently, the use of chocolate flavors is new of the popular company trends that is popular in the country. It is a practice that is deeply embedded in the changes and preferences of the company (Perrott, 2015). The adherence to the trends enables the company to come up with management practices that are focused on the future survival of the company within the competitive industry. Ideally, the adoption of the flavor production creates a positive competitive position for the company within the competitive industry that it operates within. Therefore, the trends play an effectual role in the creation of the company dominant position within the market.

The application of brand strategy is a practice that positively elevates the position of the company. It is a strategic position that facilitates the company to focus on a position that is key in the creation of a competitive advantage. Ideally, the practice leads to the elevation of better industrial positions that are focused on the long-term advantage that the company is expected to experience. Brand positioning entails the production of quality products that are appealing to the market (Nab, van Keulen& Pilot, 2014). It enables the company to have a competitive advantage over the other competing companies within the market. Focusing on the brand positioning is a key factor that the company is keen at capitalizing based on the profitability involved in the adoption of the appropriate company practices that reflects on the interest of the company.

The distribution channels that the company applies in this specified scenario plays an important role in this respective case. The company would focus on distributing the product to the whole sellers. The wholesalers would purchase the product t a wholesale price. Indicating the retail price of the product is an influential element that would be positively adopted. The practice would create the appropriate channels of operations that positively reflects the interest of the company (Perrott, 2015). Selling to the consumers directly is also a practice that would enable the company to be fully effective in the communication of its goals which is an elemental matter of concern. Ideally, it is a practice that would be utilized in the initial stages of the company which is an elemental practice that needs to be positively utilized.

The company is likely to face risks while operating within the market. One of the dominant risks that would affect the company is the regulatory risk that the company would face. It is a practice that is associated with the regulations that are placed by the government. This is in terms of the pricing and the use of ingredients such as sugar in the production of the services which is an elemental matter of concern in this case (Leonard, 2017). Financial risk is part of the hazard that the company is likely to experience in this particular scenario. The action lead to the proper communication of the company goals and initiatives in a positive way that positively appeals to the market. The other risks that the company would face is the strategic risks. This is associated with the creation of strategies that fails to be fully effective when implemented.

The strength of the company is focused on the internal factors that make it to be fully effectual. In this case, the company has an experienced management with superior production technology. This enable the company to meet up its goals by providing quality products that perfectly appeals to the market (Prasad, Khanduja& Sharma, 2018). The weakness of the company focuses on the external factors that creates vulnerability for the company. Factor such as lack of market awareness of the company product is a key weakness that affects the company in a negative way. The opportunity is based internal factors that the company has. The distribution of unique flavors of soft drinks is an opportunity that the company would address. The threats come from the external environment comes from the new entrants to the market.

Uptown Swirl would target the health conscious of the individuals with different ages. However the primary consumers for the company’s juices are those falling between ages 18- 40 who are in the location where the company would be set up. The marketing research that was conducted within the community showed that change of individual’s lifestyle has led to a higher demand of quality products as this involves drinks and the fresh juice. This makes targeted market easier as it’s a class of discerning individuals who aims at maintaining healthy life thorough their lives. The younger generation definitely would need to use products that would make them to feel motivated and also look good which becomes advantageous for the company as it provides a wider variety of products. This summarizes the demographics of Uptown Swirl to be young and health conscious individual who are aged 18-40, sportsmen and athletes and the individuals who mostly shop in healthy and natural food stores (Nickel et al., 2014).The products of the company are suitable to be consumed by the children, youths, adults and the elderly, all genders groups, middle class, socioeconomic class which is a growing population, white American (which is the most populated environment), Hispanics, and the African American, millennial teenagers, and those people who are within a 25 mile radius of Raleigh NC. All this market groups can use the products as the products favor all this groups as the targeted market is more than 20 million.

Within the non-alcoholic beverage industry, juice is one of the most competitive product in the market. This trend is improving gradually as there is a higher demand of this products as time goes by due to an increase in the younger population and also increased awareness of the health concerns by different individuals. The concerns about health issues also increases the demand for fresh juice as this is considered a perfect product that has limited side effects. However the market competition would be from the other established firms in the market among them including Tropicana, Naked Juice, and Pom wonderful as all this companies have established their market strategies in the market (Transparency Market Research,2016).

Tropicana for instance it’s an American multinational corporation which majorly deals in producing fresh orange juice. Uptown Swirl would be needed to set strategies that would enable it to compete favorably in the market despite its market share, robust operational and a financial position in the non-alcoholic market sector. Naked juice on the other hand also being major competitor of Uptown Swirl has a huge market percentage in this industry as this company has been in existence ever since which enabled it to attract more loyal customers to itself. Pom wonderful also has an established market base dealing with pomegranate juices which is rich in the anti-detoxing properties. The company has diverse stores which helps it in distribution to other markets which makes it possible to cover a large market base (Nickel et al., 2014).

Despite the fact that all this companies have an established market share as they have in the market for quite some time, Uptown Swirl believes that they are going to compete competitively as they have all they need to set up the competition in the market which is currently owned by the big firms in the market. The juice industry at the moment also has many firms in the market which has led to different types of products being produced in the market with an aim of attracting more customers (Transparency Market Research, 2016).

Taking all this consideration in plan, there is need for Uptown Swirl to set a different strategy that would help it to provide a competing environment in the market such as producing an enticing product in the market which still is not recognized well in the market. This differentiation strategy would help the NAB Company to differentiate itself from the other industries aiming to target individuals who takes more consideration of their health concerns as they would benefit more from the Uptown Swirl juice (Nickel et al., 2014).

The company however is vulnerable to future barriers in the market as there is free entry in the market, there are more chances that the company would get more competition in the market by some upcoming companies which may also decide to produce similar products in the market.

The message the company would wish to relay to its potential consumers is that Uptown Juice is a natural juice that’s free from any chemicals which is ready to drink and has been made to perfectly care for the specification of the customer preferences at a cheaper price. The marketing message is also aimed at achieving the desired quality and as the company would struggle to deliver its products which aims at achieving the desired customers preferences. This message would help achieve a desired goals which would help attracting more customers as this message aims at persuading the consumers that their product would achieve a desired taste that would be preferred to that of the competitors The company slogan is serving its customers with the nonalcoholic products to give them energy into and refresh them using the given products (Pom in the news, 2016).

The company would do everything possible to make sure that they can attain a desired goal of getting more market in the community. For this case, the company would use aggressive marketing vehicles which would help in creating awareness of their brand. This strategy would help in raising awareness of the brand as this would help in passing information to the potential customers of Uptown Swirl new product in the market and also making the right direction available to the targeted consumers. The company would use retail like the supermarkets, in the sale of their product there is needs to improve advertising channels so as to send message to more consumers. For this case the company would be needed to adopt social media as its primary advertisement channel to send message to more customers (Transparency Market Research, 2016).

Thus social media can be used to pass information to all the consumers in marketing during the first 6 months. There is also an option of providing the juice at quite cheaper price so as to attract more customers and help in sampling the product. Product visibility would be enabled through a word of mouth. Marketing team would help in distributing the juice in more market where they would also use free sample into enticing more customers to consume the product (Nickel et al., 2014).

The key aspects for the company are the facility, production process, equipment, labor force and utilization of the resources. These aspects are essential for the company operation as they aid in efficient operation of the company. The company would have three production in one facility in the initial year as part of the investment that would produce about 5000 bottles monthly. Labor force would include 50 men who would consist of three facility and 7 would be in the management section. The production process would aim at attaining quality and inspection process would aim at attaining a higher standards. The process would use pure water in eliminating impurities as controlled amount of sugar would be mixed with the other ingredients, which would be put in an automated machinery, which would help in dispensing this mixture in inserting a calculated quantity in the specified bottles, which would be then labeled (Abrams, R. (2014).

The cost and time efficiencies in any organization is a vital aspect as for instance, as the company would more likely be affected by this in the long term objective of the company in the event they would be increasing their scale of production. This may entail moving from a smaller production to a larger scale system. This would require more equipment’s, more labor force and a better utilization of the resources. Incorporating both time and cost is an essential aspect, operational development would be effective, viable and beneficial. Time aspect indicates proper utilization that an item utilizes as this estimates the stock that need to kept at a certain time.

All the organizations utilize their strategies to ensure that they get better utilization of their resources regarding the suppliers, distributors and the consumers. The company need to set strategies that would help keep up their game. This may require that the company do a routine check in a continuous process. This would help to assess both the negative and the positive aspects that would achieve a better need that would help act in a feasible way and concentrate more on concentrating to be on the upper hand (Stanek, 2014).

The NAB industry has different companies with different market share offering rivalry at different levels. This requires that the operational exercises made to oversee the jobs in an efficient way.

The issues that are likely to be identified with operational assignments and exercises would be explores faster. Some of the key issues be given a proper allocation of time and distinguished so as they can be solved. Approach the business practices in a better way to achieve an efficient way in managing difficulties at the different business level. The rule of the organization would be to confront the issues and confront them in an efficient manner to get solutions and creating a spot (Slcher, 2015).

Research and development would help in the market and concerning the product in general. This will help attain a better product taste that is preferred by most of the consumers. The research would also help in getting the desired market target and helps in knowing how to break even in the market. More research would be done pertaining the product to make sure that all possible harms to the users are minimized as this in the event would help in maximizing the number of sales. For the individuals who do not consume sugar, the research development can be more useful in designing a nonalcoholic beverage just special for this group.

The innovation in the company has to offer help to the organization to achieve a better business practices in a planned manner to get a better pledge and exercises that would be legitimately working. The company would utilize QuickBooks as it offers both desktop and nine version and at the same time, it is affordable. This would help in achieving a better demographic information such as sex and postcode as this would help in sorting mails (Engineers, 2018). Through website development, some of the orders would be processed with much ease as innovation would be the kicker which would be needed in drawing the new generations, packaging and graphics will help in enabling usage of the innovative creations.

Hardware and the quality can be important aspects in an organization as in such a case, choosing wrongly would incur the organization greater losses. This means there is need to utilize the six hardware classifications (output, input, storage gadgets, focal handling unit, information transfers and joining gadgets) which are imperative and cannot be included. To achieve safety of the information, Mac computers is more appropriate. Hardware on hand includes 2 computers systems that would help in keeping track of the records in the organization. Some of other upgrades would also be utilized to make sure that everything is organized and keep things to run smoothly.

Communication being an important aspect in any organization that may want to succeed, this means that more security and attention has to be given to the communication setup. To enhance a better communication, Wi-Fi would be appropriate, using Bluetooth and the mobile communication that would help in sharing of the information (Felipe et al. 2016).

The company would outsource the system for both the software and the hardware, as this would be cheaper. Using apple equipment and programming in dealing with the database needs give coordinated effort equipment’s that would keep the organization open and being equipped with a sharper access to the information. The company aims at utilizing computer programming book keeping as a means of tracking the department specific data which would be viewable to different clients upon approval. The company would have to be appealing to the incoming generations, attract them and male deals, acquire asset data, make computer generated requests and oversee inventories of the different capacities.

Key management of the company are the president, marketing specialists, controller, and operation manager. The president having most of the authority would incorporate the other managerial heads in making some of the decisions regarding the organization. The other key managements include the sales representative, technical director.

Some of the advisors include the several management, which who coordinated by the president. This includes, marketing manager who advises for the operations and the human resources, operational manager. The president would also look for a third party member online company that may act as an advisory for the board at all time as he would give more suggestions and orientations to the company (Gharibzahedi and Jafari, 2017).

The president would be involved in the day-to-day operations of all the aspects in the organization. Would be responsible for directing the administrative and the financial aspects of the organization as the vice president would help in guiding and give support over specified responsibilities. The vice president will get an opportunity to make decision at the specified areas in the organization (Felipe et al. 2016).

Ethics and Social Responsibility Plan

The corporate responsibility determines the perfect form of an organization. Corporate citizenship involves how the organizations takes into consideration the effect of the environment and the society not only considering the environment. The company would give back to the society, as it would be creating employment to the society. For instance, most of the raw materials would be sourced from the society as in the end this would also create job opportunities from the supplier point as the returns would be reinvested in the society. The organization would adhere to the laws and regulation (Felipe et al. 2016).

Since the company would also use water as a one of their resources, this may have an effect on the environment as this would be determined in the manner in which this products would be packaged, disposal of the bottles and the usage of the scarce resources. Several approaches would be implemented to avoid these effects; the company would incorporate environmentally friendly products in packaging. The firm will also try to invent a process that can convert the waste products into energy and improve the efficiencies in terms of fuel and water in using developed technologies (Gharibzahedi and Jafari, 2017).

The company products have positive health benefits as the ingredients used as not harmful to health. The product would are aimed and targeted to individual who are health conscious. There are little effects associated to the product except the fact the some of the products that has sugar may limit consumption for some of the consumers (McWilliams, 2015).

In summary, Uptown Swirl is a company that deals in the production of soft drinks within the market. The company focuses on the creation of services that are based on the needs of the customers within the market. The company is likely to face risks while operating within the market. One of the dominant risks that would affect the company is the regulatory risk that the company would face. The application of brand strategy is a practice that positively elevates the position of the company. It is a strategic position that facilitates the company to focus on a position that is key in the creation of a competitive advantage. The mission of the company is to create products that satisfy the thirsty needs of the customers through different flavors. The mission statement selected is based on the interest of the development of a program that focuses on the needs of the company only.

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