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is a small-scale brewery that is located in the growing industrial centre of Mumbai, India. This is a relatively new business in its start-up phase having been incorporated recently. We are on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Hex Pvt Ltd. to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Our primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Hex ltd. prospers and grows, these communities will continue to benefit from both the value created by Hex and its behavior as a corporate citizen. Initial plans are to produce three main lines of products primarily focusing on strong beer, sweet water happy ending beer, and hillas beer (which comes in different flavors: raspberry, chocolate). These products will be sold in different sized containers ranging from the 250 ml ginger beer to the 500 ml traditional beer. These products shall be extensively distributed to remote, yet extremely viable areas where the market is appreciative of readily available, good quality brew. To prosper there is need for Hex to be flexible and responsive, to delight customers by providing them with what they want, when they want it and before the competition. From product concept to goods dispatch we intend to ensure that every policy and procedure, system and process must have the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and manufacturing, if the organization is to realize its full potential, with manufacturing being employed as a strategic weapon. Our marketing strategy will be based mainly on ensuring customers know what need the product(s) is able to fulfill, and making the right product and information available to the right target customer. Hence we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry. We will ensure that our products' prices take into consideration people's budgets, and that these people appreciate the product(s) and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution so as to ensure that we remain viable and
operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. In the long term Internet marketing shall also be undertaken, details of which are provided in the marketing section of the following plan. Our target markets will primarily constitute the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners, who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers, who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas. The common bond will be the appreciation of a good-quality traditional brew able to fulfill their thirst. Hex ltd. will pride itself on its production ability, competitive prices, its high standards of quality and its adaptability to changes in the market and in the method of its practice. It is important to recognize that we do not intend that our tangible resources alone will make us potent competitors but more so our intangibles, such as our ability to relate to consumers, management style, corporate culture and commitment. These elements will differentiate us from our competitors and contribute towards the development of a sustainable competitive advantage. We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing each employee's full potential. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun and promote the maintenance of high standards. By encouraging all employees close to our customers to think tactically about what Hex Ltd. service offerings should be, and by having enthusiastic, capable and empowered people interacting with our customers, we build the competitive advantage of being able to meet our customers' needs better than anyone else. Hex intends to provide the customer with more than just a traditional brew.
We intend to provide a quality brew that will not only be refreshing and pleasurable, but also encourage gatherings and sharing of fun. Our customers are assured of products that have been produced using the highest quality standards. As we grow we want to grow right. Initially pursuing organic development and expansion we intend to undertake vertical integration in the future so as to be in total control of our raw materials and goods dispatch. For example, we realizing that we have to be in constant touch with our stakeholders to ensure market knowledge at all times. This is the nature of the channels we deal with. Also, we intend to build our management team correctly. We need the right people, in the right place, at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows-- a mutually beneficial relationship. We shall strive to attain our primary goal, which is to develop and strengthen our license to trade, bestowed by the communities in which we function. As prospers and grows, these communities will continue to benefit from both the value created by Hex and its behavior as a corporate citizen.
1.2 Objectives Our business strategy will revolve around the need to provide quality brew to our various target customers, in the process fully satisfying their needs. This shall be undertaken through the implementation of high quality control standards and technological innovations, as well as the recruitment of a professional production and sales team, and the production of good quality marketing material designed to cater for various kinds of customers. This marketing material shall be professionally done so as to be reflective of our
We intend to establish a good rapport with all the relevant stakeholders. personal selling and direct marketing strategies aimed at the target markets. Hence our key success factors will include the following: Excellence in Fulfilling the Promise: We intend to produce and provide products of uncompromised quality to our customers. Hence this will undoubtedly generate increased sales of our products.2 Keys to Success The keys to Hex success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Our advertising marketing strategies will rotate around. company profiles and business cards often has a triggering effect on clients contemplating on ordering our products. Apply high-quality standards of excellence to all business processes. To continuously formalize and measure cross-functional working communication so as to ensure that the various departments work harmoniously towards attainment of company objectives. enjoyment. which will increase the knowledge of our products to the various market segments we shall be targeting. This is so as to meet the needs and standards of our customers. With time we intend to establish our presence on the World Wide Web. Well-done brochures. Ultimately we intend to create a stable business platform that will create prosperity for all those involved in the business venture at all levels. To instill a culture of continuous improvement in beating standards of customer satisfaction and efficiency. treating each other with respect and dignity.intended image and reputation. and to uplift unemployment. 1. We shall position ourselves as a quality manufacturer that strives to provide quench fulfillment. reliability and a good image. Web presence is a natural objective in reaching the appropriate potential customers. y y y y y y y . Fully commit to supporting growth and development in the economy. Develop enthusiastically-satisfied customers all of the time. Along these lines the company intends to implement advertising. Our objectives will revolve around the following guiding principles: Provision of a great work environment. Contribute positively to our communities and our environment.
Marketing Know-how: In an increasingly competitive market there is need to aggressively market our business so as to be continuously at the top of our prospective and current client's minds. enjoyable and sociable environment through the provision of refreshing high-quality brews.Effective and Efficient Distribution Network: The importance of such cannot be overemphasized in our line of business. look and feel of good beer. We are sensitive to the taste. 1.3 Mission Hex intends to create a pleasant. and maintain. spent on our products to be well spent. in which our employees are fairly compensated and encouraged to respect the customer and the quality of . respectful and enjoyable office and plant environment. as well as affordable prices depending on the market. We intend to provide the best possible value to our customers who care about quality products at affordable prices. Hence our value proposition is to sell the benefit of refreshness and enjoyment to our various consumers at reasonable prices. and be available in remote areas our competitor has not yet exploited. Assembly Technology: To ensure quality brewed beverages it is essential to utilize the latest and most efficient assembly technology. Keeping abreast with technological developments will ensure we gain. and we want every rs. Loyalty and Dedication: The loyalty and dedication of our employees shall be essential to the prosperity of the organization. We recognize that Corporate commitment to success should lead to the survival and prosperity of the products. We intend to establish an excellent distribution network that will enable us to rapidly respond to customers' orders. Hence we intend to adhere to stringent values and principles that will enable such to be achieved. Adherence to Stringent Values and Principles: hex needs to acknowledge the fact that the financial and strategic management of the business will ultimately determine its prosperity and success. Internally we intend to create and nurture a healthy. creative. and ultimately the organization as a whole. Hence we intend to assist in the creation of a welcoming and relaxed ambiance reflective of people enjoying themselves. a competitive advantage utilizing the latest production techniques.
enough to keep the company financially healthy for the short and long term. Working Class: This will range from the miners who constitute a large portion of the market to administrative personnel appreciative of good quality traditional beer.1 Start-up Summary Total start-up capital and expenses (including legal costs. office furniture. pickups. It will also look for additional leverage by establishing relationships and representations with appropriate strategic allies. It intends to focus on the brewing process and the brewery itself. Start-up assets required and utilized included brewing plant and machinery. This figure comes to 15 lakhs. is a new company providing high quality alcoholic beverages in the local market. personal computers and other office equipment. y y 2.the product we produce. . The above is well summarized in our mission statement which goes as follows: Our mission is to carefully attend to detail in the hygiene in all our brews. However this will occur after we have established ourselves on the local market. intentions of which we have in future. logo design. As it grows it will take on people and expand into related markets. In addition follow-up will be mandatory so as to ensure customer satisfaction and make any improvements as recommended by the customers in future. The brewery will house four stainless steel vessels whose shiny finish will be highlighted by the flood lights on the ceiling. It will focus initially on providing and satisfying two kinds of markets: Corporate Class: This will constitute all those people in middle and top managerial positions who appreciate good quality traditional beer. 1.4 Company Summary Hex Ltd. and to fairly compensate owners and investors for the money and risk. We seek a fair and responsible profit. and to uphold superb quality at all levels of production. stationery and related expenses) came to approximately 8 lakhs. To satisfy all our customers and stakeholders. We also intend to obtain ISO certification from the so that our products are internationally recognized and approved. This will assist in our penetrating the regional and international markets.
000 $20.000 $0 $80.700 $760.Start-up Funding Start-up Expenses to Fund Start-up Assets to Fund Total Funding Required Assets Non-cash Assets from Start-up Cash Requirements from Startup Additional Cash Raised Cash Balance on Starting Date Total Assets Liabilities and Capital Liabilities Current Borrowing Long-term Liabilities Accounts Payable (Outstanding Bills) Other Current Liabilities (interest-free) Total Liabilities Capital Planned Investment $41.000 .000 $80.000 $0 $0 $0 $20.000 $840.000 $881.700 $840.
700 $1.000 $10.000 $0 $861.000 $840. It realizes the potential market and opportunity for . Brochures Insurance Rent Research and Development Expensed Equipment Total Start-up Expenses Start-up Assets Cash Required Start-up Inventory Other Current Assets Long-term Assets Total Assets Total Requirements $650.000 $0 $750.000 $2.000 $100. Its fiscal year is the calendar year.700 $80.000 $10.000 $41.700) $820.000 $700 $6.000 $76.000 $20.000 $881.2 Company Ownership HEX is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of promoters.Investor 1 Investor 2 Investor 3 Investor 4 Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital Total Capital and Liabilities Total Funding Start-up Requirements Start-up Expenses Legal Stationery etc.700 2.700 $35.000 $881.000 $2.700 ($41.000 $840.
office equipment and so on. Hence our business decisions shall give appropriate weight and consideration to social and environmental impacts.A.growth given implementation of the appropriate strategies. Our current facilities provide offices.431136 Maharashtra . Internet : N. and in the interests of all This shall be undertaken through implementation of the following company values: We intend to conduct our business ethically and transparently. MIDC Waluj Industrial Area Aurangabad . respecting all applicable laws.3 Company Locations and Facilities At present the company plants and offices are located in the growing industrial center of Factory/plant Breweries: Plot No. aided by the necessary finances.India Phone : 26935424 Fax : 26935425 Email : N. largely depending on the dictates of the market and the obtaining of a lease. transparently.L-10. y y y . Internet : N.4 Company Values Hex Ltd is committed towards an open governance system whereby its activities are managed and undertaken ethically.A.India Phone : Fax : Email : N. 2. Registered Office O-14.4 Mumbai . with intentions of establishing an additional plant in Haryana. 2. We intend to be a responsible corporate citizen fulfilling our obligations as an integral member of society.A.A. plants and machinery. navjivan bhavan Mumbai central Mumbai . We intend to provide products of uncompromising quality to meet the needs of our customers.
The company currently produces three main lines of products. We will also be watching for technological developments in India and overseas. chocolate. in particular the communities in which we will operate. with no rough solids. allowing us to be first on the market and produce high-quality products through cost effective means. Strong Beer 2. 3. produces and markets several products.y y y We intend to seek mutually beneficial and enduring relationships in all the commitments that we make. and hillas beer (which comes in different flavors: raspberry. Our current product listing is as follows: 1. our beer has the superior flavour and texture.1 Product Description Hex produces products of high quality and impeccable taste. 2. We intend to optimize the creation of wealth to provide fair reward and recognition for the contributions of our stakeholders. Hillas beer (which comes in different flavors: raspberry. . All three have unique properties that will enable them to excel in the market. chocolate) . In addition the company will select suitable products for production under license. blueberry) All products are periodically taken for testing to the National Food Laboratory for quality checks so as to ensure that they conform to required quality standards. sweet water happy ending beer. There are three main products currently in its production line. Ultimately we intend to uphold all the above company values. 3. smooth. Strong Beer Although similar in appearance to the only other product available in the market. promoting our employees and respective third parties engaged by us to do likewise. namely strong beer. Sweet Water Happy Ending Beer. Hence our communication shall be open and accurate. These are: 1. internally and externally. Through promotion and implementation of the above stated company values we believe that we will be able to attain our corporate and stakeholders' goals and objectives for the benefit of all concerned. ensuring that they are straightforward and honest.5 Products Hex pvt Ltd.
vitamins and other essential trace elements. We intend to vigorously undertake new channel and distribution development in addition to deploying aggressive marketing strategies. However the product is not constantly of high standard. which is arguably the market leader. To . Also. Flavors¶ available are ( strawberry. Up to now it has only been available in beer without flavor it contains protein. but of a generic nature. calcium. blueberry).2. that is. The most significant competition is that of UB Group. 3. it contains only traces of alcohol. Our key advantage in competition with UB group Breweries is that we are accessible in extremely remote areas. technological and human resources acumen. depending on the fermentation period after production. chocolate. These products being marketed in supermarkets are often advertised on an extensive basis. our competitors are few in our main product lines.2 Competitive Comparison Identifying competition in terms of companies that fill the same needs that we do. typically even less than that found in medication 3. whenever available. though dominant in the market. Hence there will be a need to strongly differentiate ourselves from these other businesses. starches. They often have access to the local and remote areas and knowledge of these areas. However on a broader scale our competition comes in several forms: 1. strategic alliances shall assist in our attainment of goals and objectives. They have a wide and established distribution network that they utilize to their advantage. as people have to choose between them as refreshments. The name refers either to living happily ever after or the beer's great finish. within the first week of production. On a larger scale manufacturers of other beverages including soft drinks and coffees also constitute competition. 2. Other manufacturers of traditional brews including homes and local bars will also constitute our competitors. Hillas Beer This traditional food product is widely consumed as a substitute for regular meals and energy booster. 3. raspberry. Sweet Water Happy Ending Beer This refreshing drink has the unique feature that it can be enjoyed both as an alcoholic or non-alcoholic drink. which we shall fully exploit. If consumed fresh. Having been on the market for a relatively long period of time added to the fact that they are backed by Breweries' financial.
4 Technology Company will strive to maintain the latest and most efficient assembly technology so as to ensure quality-brewed beverages. we foresee the demand for our products especially in the resorts and lodges where it will be promoted. It is critical to our effort to develop the right . and at competitive prices. whilst the new generation of executives being more educated and aware of the global environment wants to be seen drinking something attractive and recognized by others--status recognition. the appreciation of quality beer and packaging.this end we intend to implement a strategy that will integrate the various promotional elements or tools such that our products are well known and appreciated on the market.5 Future Products In putting the company together we have attempted to offer enough products to allow us to always be in demand by our customers and clients. Generally there is a trend toward more appealing and attractive brews as potential customers either are moving to the urban areas as a result of urbanization or are satisfied with an existing brew in their area.3 Macro-environment At a large scale. Research indicates that those in the rural areas are often satisfied with the existing beer due to lack of access to other higher-quality brews. Keeping abreast with technological developments will ensure we gain and maintain a competitive advantage utilizing the latest production techniques. In addition to the country increasingly becoming a tourist destination. Therefore with the emergence of this generation of individuals. 3. The most important factor in developing future products is market need. Through undertaking of our professional business activities we foresee that it should not be too difficult to gain market acceptance provided we deliver the final product on time. Our understanding of the needs of our target market segments shall be one of our competitive advantages. 3. 3. of good quality. and realizing the national goal of sustainable economic diversification. market demonstrates that the brewing industry market is growing and changing. In addition this same market is not only more image conscious but appreciative of a quality beer as it is more selective. and maintain low production costs ultimately benefiting the consumer. dictates that our product lines will be popular. Private sector development has been recognized as a vital ingredient in creating employment and training opportunities.
We will also rely on these stakeholders for relevant information on the market situation (trends. Hence we intend to ensure that the products we produce are always of high quality and standards. having wide experience in product and business know-how. Combination of skills in directorship. We will turn to reliable farmers. 2.new products.1 SWOT Analysis We are in a highly lucrative market in a rapidly growing economy. consumer tastes. suppliers and distributors who will assist in ensuring that the products are delivered timely and are of the highest quality. provided by a combination of quality ingredients. which will go towards penetrating the market. An aggressive and focused marketing campaign with clear goals and strategies. We also intend to have what we call a "core product engine" that will be the foundation of future products. good production techniques. and available to the relevant target market. hard work. Strengths Strategic market segmentation and implementation strategies. Establishment and maintenance of strong capital base. The real core value will be the provision of a thirst quenching refreshing brew. However we acknowledge our weakness of a small-sized company without a lot of experience. We foresee our strengths as the ability to respond quickly to what the market dictates and to provide quality brew in a growing market. through aggressive marketing and quality management we intend to become a well-respected and known entity in our respective industry. weaknesses. and the threat of new competition taking aim at our niche. Our key personnel have a wide and thorough knowledge of the local manufacturing market and expertise. The directors intend to jointly develop business strategy and long-term plans. and education (in that order). opportunities and threats. The key fulfillment and delivery will be provided by the principals and values of the business. Below are the summarized strengths. In addition. 4. y y y y y .6 Fulfillment 1. This shall be established in time as we determine our core product. Diversified market segments: ensuring the lack of dependency on one particular market. 3. feelings and comments amongst other things).
New marketing strategies and tactics by established products and companies. This competition could emerge from a variety of given sources including: Established mass-market companies' development of new lines and vertically integrating so as to be totally in control of supplies and products being sold on the respective markets. to administrative personnel appreciative of good quality traditional beer. and refreshment (and integration therein). The new generation of individuals and families has a far greater appreciation of attractive packaging (image conscious). 1. 2. Existing competition. 3. 5. through competition. Internet marketing and sales--though still in its infancy. The corporate or managerial segment will constitute those managers who though aware of their image and reputation. The working class will range from the minors who constitute a large portion of the market. Lack of clear-cut channels of distribution.1 Market Segmentation Company will be focusing on the corporate and working class and the youth who appreciate good quality traditional beer. 5. Threats The present growth in the market may result in market saturation. A limited financial base compared to the major players in the industry. Establishment on the Internet will produce technological challenges. Other start-up companies generated by healthy economic growth nationwide. Intolerable price increases by suppliers may occur. . want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer. 4. Opportunities Specific niche: Appreciation for high-quality brew.y y y y y y y y Weaknesses Lack of a reputation in comparison to our competitors. The introduction of new organizational practices and personnel who have not previously worked together presents a challenge to the company. enjoyment.
Our strategy calls for the development of relationships with suppliers. and avoid our weaknesses. and that these people appreciate the product and know that it exists. 5. every promotion. The marketing will convey the sense of quality in every picture. There is already a sense of segment strategy in the way we define our target market. They do not want to waste their time making their own brew. We will ensure that our products' prices take into consideration peoples' budgets. a change from the usual beverages they often have. and every publication. service and channel areas that match our strengths. .easily accessible in the urban areas. but appreciate a good quality brew at a reasonable price. These are potential customers who want to have an enjoyable time whilst drinking a good refreshing beverage. distributors and retailers to support our business. including where to find it. We are choosing to compete in areas that lend themselves to local competition. Regular visits will be undertaken to these areas so as to ensure that we are meeting their expectations. Our most important group of potential customers are those in the rural areas who often converge after hours to socialize and update one another on local news. We also intend to appeal to the foreign and local tourists who would be looking at experiencing traditional foods and drinks.2 Target Market Segment Strategy Our marketing strategy will be based mainly on making the right product available to the right target customer.
ritual and ceremonial purposes and hence appeals to a vast majority of the rural population in particular. which has been on the market for a relatively long period of time. we identified several niches in the market that we may exploit In general.2.3 Market Needs Company will set out to provide good quality products that will help instill a jovial environment. thirst-quenching product of good quality. The quality of raw materials and assembly technology evident in our products will serve to enhance the appearance of our customers. Cognisance should also be taken of home brewers who represent competition on our intended market. in turn adding to their status.1 Market Trends Our target markets are increasingly growing towards recognizing the difference between poor quality brews and those of high quality.3. 5. We intend to market ourselves in such a way .3 Industry Analysis Industry analysis information is presented in the following subtopics. It is consumed for social. competition in the brewery manufacturing market as a whole is not that intense (in terms of numbers) at the current time due to the dominance of kingfisher Breweries Limited. 5. This is particularly so considering the good distribution network that company has in place enabling them to produce products that are constantly in demand throughout the country.2. 5.3. This development is an important trend for us as it represents our target market.5. Company intends to provide the customer with more than a drink to quench one's thirst. as we intend to penetrate the low to medium earning customer. our competition will be stiff. With this in mind we intend to ensure that our packaging is respectable and attractive.2 Main Competitors Being in a predominantly monopolistic market structure. We intend to provide a quality brew that not only quenches one's thirst but enables one to enjoy themselves and be proud of it. We now are having an increasing number of people who appreciate the traditional brews whilst living in the urban areas. The most important factor in this market is the distribution network. 5.1 Competition and Buying Patterns The key element in purchase decisions made at the company customer level is the availability of an affordable.
This will be the key. 6. thirst-quenching brews. Hence we intend to always be active in personal relationships with clients and strategic allies keeping abreast of their needs and wants. not the product. We are focusing advertising on several key media. including their strengths and weaknesses. We intend to always have a relatively heavy personal selling component to our marketing strategy as previously discussed. We intend to focus on delivering quality products that in turn produce good referrals. the aim being to obtain an initial order and fully satisfy the customer from then on. Market the company.1 Strategy and Implementation Summary Our marketing strategy emphasizes focus. We intend to achieve growth by creating a more enthusiastic customer culture than that of our competitors. 6. The target customers will include key decision-makers in the retail and supermarket chains who often order or recommend on behalf of the whole organization. Hence the form of growth that shall be initially pursued will be that of organic growth mainly due to limited resources and the need to instill confidence in our products. which can then generate revenue.that with time competitor customers will choose our products over competitors' on the basis of our higher quality. Hence we intend to: Market the benefit. Initially we will focus on the local market and in the remote and previously inaccessible areas where there is a large market for our products.1 Value Proposition Our value proposition is offering our customers refreshness and enjoyment at reasonable prices ensuring peace of both body and mind. Develop long relationships. We are a relatively new company and hence must focus on certain kinds of products with certain kinds of consumers. Ensure customer satisfaction. . We are currently building image and awareness through consistency and distinctiveness in our product provision. We shall now provide a more thorough outline of our main competitors in the same strategic group as ourselves.
frequency and actual products. We intend to implement database marketing whereby we shall be targeting customers based on their previous purchases.2 Sales Strategy We intend to focus on improving our implementation. This is mainly because we intend our customers not to be one-time buyers but regular order seekers. and alternative distribution facilities where possible and viable. Our marketing does not intend to affect the perception of need as much as knowledge and awareness of the product categories. so as to forecast their demands and establish long beneficial relationships. Customer service shall be enhanced through infrastructure support in the form of merchandising and credit facilities. enjoyment and fulfillment to the customers. This is due to the high degree of exposure our competitors already have. As such we intend our customer service to be key to the retention of customers. not just our products. In terms of promotion. we intend to offer extremely reasonable prices in comparison to the competition and we need to be able to sustain that. 6. We shall follow-up with our clients on a regular basis so as to ensure they are satisfied with our products and delivery times. 6.4. For the short term at least. the selling process will depend on personal selling and advertising to lure and inform potential clients about the products we offer and the benefits of consuming our products. Service Provision The service aspect of Hex Breweries marketing mix shall constitute an important element in delivering total quality. 6. personal selling and how the company is able to provide refreshment. we intend to sell our company as a differentiated strategic ally. The establishment of a rapport and understanding between our customers and ourselves is going to be an ongoing processes. In price. in terms of size.This value proposition shall be communicated through advertisements. . while premium pricing will be the case of the upper-end of the market. by working on key objectives and better coordination of marketing efforts.3 Marketing Strategy One core element of our marketing strategy will be that of differentiation from our competitors. Market penetration through lower prices shall be undertaken where need be.
We will make sure that we charge for the product. 35 Rs. 85 6. as well as our own costs. or produce. In such a market we cannot afford to appear in. refreshness and health in every picture. 75 Rs. This is particularly so in the case of products which are also produced by our competitors. We intend our income structure to match our cost structure. Hence we intend the price will accommodate the mark ups prevailing in the industry. To be competitive in the market we intend to offer discounts to customers making bulk orders. developing internal consistency and prepare it to confront any radical changes that may arise. Since we shall be targeting different segments. Promotional campaigns will seek to promote the 'sharing aspect' of the beer. This will also assist in the establishment of customer loyalty.4. 85 Rs.6.1 Pricing Strategy Initially our prices will not be under our control but dictated by the market conditions prevailing at the particular time. 45 Rs. second-rate material that make our . However we realize that we must charge appropriately for the quality and work we shall be providing.4. which are in competition with the industry. Our promotional activities shall be focused towards driving the organization's overall strategy relentlessly. workmanship and delivery with our aim being to achieve a gross profit margin of at least 30% in our initial years of operation. the promotional tools and messages may vary slightly to match the intended market. every promotion and every publication. All in all we intend our prices to be extremely competitive on the market. Prices of the beer Product 250 ml 500 ml Strong beer Sweet Water Happy Ending Beer Hillas Beer Rs. so as to ensure that the salaries we pay to assure good workmanship is balanced by the price we charge.2 Promotion Strategy Our promotion strategy will be based primarily on informing potential customers of our existence and making the right information available to our target customer. However in all cases the marketing will convey the sense of quality. in addition to the distribution of the products. as they are often representing a scale for consumers. 50 Rs. customers drinking these products in groups.
Due to the fact that our products are in the introductory phase on the market. the company believes its products should be advertised and promoted in an honest and ethical manner that respects the values of our consumers' societies. and contacts will serve as a fertile ground for the blooming of healthy trade relationships and partnerships. The organization aims to participate in trade shows and quality taste tests. of grandeur nature. A constant look out will also be made of any special editions in the local newspapers. promotional expenses are high in order to generate customer attention and knowledge of our products existence. . introducing ourselves onto the market. Not only will these increase awareness of the products. including promotional material such as pens. which hopefully shall convert into market share. which may provide an opportunity to advertise. . senior officials. The aim of this exhibition is to provide a conducive environment for companies to display their products in a specialized exhibition. but if a particular product were to gain recognition. This is so as to instill awareness and knowledge of our existence in the market place. and of consistent high quality. adding leverage to its reputation and image. and this builds strong customer loyalty. complimentary slips and stickers. At this we intend to invite potential customers.. Communicating such achievements often gives customers a feeling that they can rely on the product. the organization will be able to take advantage of this in all its promotional campaigns. Hence the need to ensure that our products are constantly available to our target market. Undoubtedly this would add confidence and pride in our staff complement as their hard work would be recognized often at the highest levels. The exchange of technologies. ideas. We intend to spread the word about our business through the following: Advertising In view of the fact that we are entering a market we intend to undertake extensive advertising of our products in addition to our brand name-company name. We intend to leverage our presence using quality brochures and other sales literature. Public Relations Recognizing that we are relatively new on the market there will be a need to organize an event.products look less than they are. Whilst we are committed to providing products of uncompromising quality to meet the needs and expectations. Events These are increasingly becoming important as more firms establish in the country and hence the need to be known.
This will also enable our business name and products to be better known by the respective communities. Hopefully visitors will leave impressed and confident in our products. and other stakeholders so as to penetrate the market. so as to ensure that the product is delivered timely and that it is the right product as demanded by the surrounding community.including the Minister of Industry and Commerce. bags. This will constitute some of our corporate social responsibility details of which are provided in the respective section. Hence the name 'October fest' might be appropriate. Still in the infancy idea stage we have in mind the hosting of a 'fest' whereby guzzlers of our brews as well as first-timers are encouraged to drink as much as possible whilst enjoying themselves. that is whether they prefer larger or smaller containers. Personal Selling This shall be undertaken in the form of sales calls whereby a sales person will go out to potential customers and distributors informing them what products we are able to offer them. and other such prizes to individuals who answer questions correctly. This is likely to be held in the hottest month of the year (October) when people are often extremely thirsty. However we are extremely confident that these road shows if well planned will be a success as they encourage community participation. Close analysis shall also be undertaken of the consumption patterns of the respective communities. This will ensure that our products are customized as . These same tours will also be arranged with prospective clients/ordertakers. Proceeds of such festivities are to be donated to charities. We also intend to experiment with a road show in the various oftenneglected remote areas giving out caps. Our efforts on community service will show that the company has its community at heart. to long term as we plough back into the society we operate in. Homes for the under privileged will be also be built in the medium. Brewery tours shall also be arranged with interested stakeholders including school children and college students. In addition the sales person will listen to client's needs at close hand. adding to the possibility of positive referrals. contributing towards the establishment of a good and reputable image. This is so as to increase awareness of our facilities and products and also showing confidence in our production process and standards. In addition we intend to pursue educational sponsorship for the less advantaged but promising young individuals in the community. In collaboration with this we also intend to place news stories and features in magazines and newspapers to keep stakeholders updated on the latest developments and to increase awareness.
However this will require adequate planning and research so as to establish a professionally done website. especially considering the fact that we are still a relatively new firm in the market. Trade Channels: Wholesale Distribution Channels y . We may then arrange for an appointment with the respective decision-maker/order-maker. and commitment to a leadership position in our respective markets. This will mainly serve foreign customers and other stakeholders including potential investors. which is increasingly becoming of importance in view of the dynamic environment. in the form of telemarketing and informing potential customers and obtaining referrals where possible. In the case of telemarketing it will involve our targeting potential customers/distributors of our products and informing them of our existence and the products we offer. Direct Marketing This will be used.much as possible to the surrounding community's needs and wants. In cases where there is the opportunity of obtaining a large order it may be necessary for the top management to go out personally. and persuade prospective buyers that we are different from our competitors. but only to a limited extent. with the intention being to lure them into ordering one or more of our product lines. apart from the obvious time factor. we can overcome the traditionally binding constraints of resource base.3 Distribution Strategy We believe that through our obsession for improvement. More often than not these organizations will seek out potential clients over the Internet due to the cost of transport and accommodation. 6. Internet Marketing The increasing growth of the Internet as an information source provides an opportunity that we may exploit. All the above promotional tools shall be well integrated and utilized in tandem so as to maximize their effect. This is particularly so in view of the increasing investment and global trade amongst countries. Hence our messages will influence the buying decision of prospective customers and distributors by emphasizing our unique selling proposition. firm size and narrow conceptualization of our business domain.4. as both large and small organizations look at obtaining the best deal possible. In all the above we intend to communicate our ability to manufacture good quality brews that will satisfy the customers needs.
6. and the risk is that the project will then always 'belong' to us. in the different markets nationwide. Whenever the project comes up against a new challenge. . 2. In terms of actual delivery for every vehicle the daily fuel used. in the best condition. This shall be undertaken through the engagement of modern production techniques using up-to-date assembly 1. Rather we intend to fund several projects that belong to. This is because if we impose our solution and drive a project it is an artificial response. 5. before we commit ourselves to projects we intend to ensure that skills will be transferred. By engaging and establishing good relationships with owners we intend our products to be readily available to our target market. the community and become sustainable. we need to support projects that communities bring to us. quality products. repairs and maintenance costs must be recorded and compared with the set standard. Where we can. 3. and will be driven by.y Retail Distribution Channels We intend to ensure that our breweries are located close to our major distribution centers not only to minimize costs but also to enable our products to be easily available. We know that we cannot address all the development needs of our society. and will be forced to stay in a situation where we have to look after the same few projects forever. rather than strictly creating our own solutions for our communities. If we contribute to development in a sustainable way. We intend to be involved in the following activities: Community Education Health Environment Arts and Culture 7. However.4 Corporate Social Responsibility Hex Breweries intends to be involved in a wide range of social responsibility engagement programs to invest back into the community in which we operate. communities are involved and the projects will be able to become self-sustaining. 4.Production Summary Our production system shall strive to attain service excellence in addition to manufacturing safe. Through our social responsibility program we can assist in improving peoples lives. kilometers driven. we will be expected to fix it. we assist and sometimes may form partnerships so as to increase capacity.
may be sourced from local communal and commercial farmers avoiding intermediaries so as to minimize costs. Hence raw materials. In order to improve productivity in our plants we intend to reduce waste and duplication in our breweries by streamlining administrative functions and promoting and instilling a business culture that focuses on the teamwork rather than individual productivity. clean and pest free manner. 7. The stock principle of First In First Out (FIFO) shall be implemented. with reconciliations of raw materials issued to . This shall be undertaken through working closely with suppliers to ensure uninterrupted deliveries. The major advantages of doing so being higher margins. This may be undertaken through Hence we intend to establish good rapport with all our suppliers and hence long mutually beneficial business relationships. we intend to ensure that it is done by responsible persons who will be present during off loading to check the quantity and condition of the consignment. faster payments and lower risks of payment default. During the actual off loading the receiving bay personnel will mass check the consignment. We also intend to ensure that the suppliers we engage are committed and reliable so as not to let down the final consumer in terms of the quality of the product and time of delivery. Whenever stock is taken out it shall be recorded on a separate stock or bin card. Through the use of economies of scale we aim to maintain low input and production costs. However as we are committed to fair terms of trade and promotion of local business we intend to engage local suppliers.2 Receiving Recognizing that the receiving of our raw materials is an essential element in our entire business. This will also result in low production costs being attained by the company.3 Storage It shall be the policy of the company to ensure that all raw materials are stored in a secure. initially done at least once a week.technology. ultimately benefiting the final consumer. 7. Non-confirming raw materials in terms of quality will only be approved with the consent of the managing director who would have undertaken further analysis of it. 7. Stock takes and reconciliations shall be undertaken on a regular basis. By the undertaking the above we will optimize our productivity given our available resources.1 Suppliers Currently the company obtains the vast majority of its raw materials from various suppliers.
opening and closing stock taken.4 By-Products Hex Breweries intends to utilize every resource it has to the fullest possible extent. and our community at large. 8. training and group initiatives. y Maintaining preventative health and safety structures for employees and support for surrounding communities. addressing strong and trusted: o Internal communication. such as equity in the workplace and in community relations.. issued to production. y Responding and promoting human rights issues. we plan to utilize by-products whenever possible.the brewery. Management Summary Hex Breweries shall evaluate the jobs it provides. We realize that there shall be a lot of by-products that will be produced from our production of the main product lines.1 Management Team y The management team. However not wanting to pollute the environment. 7. o Stakeholder inclusivity. o External communication. losses. paying competitive remuneration packages against market benchmarks to employees for their agreed and set out tasks. . which if well planned for. Hence our human resources strategy will revolve around: Communicating openly and transparently. This will ensure that our resources are fully utilized. 8. y Adoption of a good remuneration policy aimed at developing our people through employee benefits. will enable the business to realize its goals and objectives. Should any deviations arise these must be explained. has wide expertise and broad knowledge of the products and markets.
2 Personnel Plan We intend to compensate our personnel well. Our compensation will include health care. through benefits such as housing and family education grants. 8. We intend to enhance our capacity to attract and retain people of quality. so as to ensure that production and distribution are not materially affected and sound relationships are maintained between employee and employer and between employees as a whole.3 Training In-house training shall be continuous with regular external training being undertaken particularly following any new developments in the market. Management's ongoing initiatives to drive sales. As an equal opportunity employer. or benchmark. 8. to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. which is so essential if we are to gain and maintain a competitive advantage.Management style will reflect the participation of the stakeholders. Compliance with relevant legislation is a minimum target in our organization. groups and plants for hard work and production so as to instill a sense of fun into the work and promote the maintenance of high standards. and strive to achieve optimal productivity. while realizing the full potential of each employee. This will ensure that our personnel are exposed to the latest production techniques and are able to set their standards. We will develop and nurture the company as community. We do not intend to be overly hierarchical. recognizes that employees contribute fundamentally to the company's long-term prosperity. we respect the diversity and human rights of our people. generous profit sharing. The company intends to respect its community and treat all employees well. Internal . This is so as to ensure that we are continuously able to anticipate our markets needs--a proactive approach. using these organizations standards. We also intend to minimize if not totally eliminate the number of isolated incidents of intimidation in the workplace. Employee health shall be of extreme importance. market share and productivity will provide additional impetus. plus a minimum of three weeks vacation. This is because the health of our people is an integral element of employee well-being at work and at home. Awards will be given out to outstanding individuals.
In turn we intend to ensure that our investors are compatible with our growth plan. y y y y . market trends. and for maintaining a healthy and congenial workplace. Hence we intend to promote and maintain good labor relations.training will not only include product and technical aspects. 8.m. We can't push our customers hard on collection days.Rs 8000/.p. Respect for realistic forecasts. new technology aids. and conservative cash flow and financial management. tax rates. Therefore we need to develop a permanent system of receivables financing systems. growth second. profits third. salary.200 employees. management style and vision.m. Cash flow as first priority. Interest rates.Rs 15000. (approx) 9. Compatibility in this regard means: Fundamental respect for giving our customers value. but not a factor we can influence easily. using a well-coordinated accounting department. The most important factor in our case is collection days. From the beginning.salary and wages Factory employees. 9. Hence they tend to have a certain degree of financial authority. Willingness to follow the company and contribute valuable input to strategy and implementation decisions. The monthly assumptions are included in the appendix. strong morale and high quality work per employee. time management amongst other such variables We acknowledge the fact that successful recruiting. (approx) Office staff. we recognize that collection days are critical.65000/. wages.4 Number of employees.1 Important Assumptions The financial plan depends on important assumptions. and personnel burden are based on conservative assumptions. most of which are shown in the following table as annual assumptions. We recognize that this means we will have to grow more slowly than we might like. Financial Plan We want to finance growth mainly through cash flow and equity.50 employees. products. motivation and discipline procedures are keys to the growth of the organization.p. because they are extremely sensitive and will normally judge us on our terms. but also expand to give much greater knowledge of customers. particularly with the bulk order customers.
including salaries and wages.2 Break-even Analysis Our break-even analysis will be based on running costs. .42% 0 0 9. of course.y y Some of the more important underlying assumptions are: We assume a strong economy. We don't really expect to reach break-even until several months into the business operation. General Assumptions Year 1 Plan Month 1 Current Interest 10. We assume.42% Other 0 Year 2 Year 3 2 3 10.00% 10. that is costs we shall incur in keeping the business running. water and electricity. without major recession.040 per month at the outset (a bare minimum).00% 10.00% 10. With fixed costs of approximately $41.000to cover our costs.00% 25. The following chart and table summarize our break-even analysis.00% Tax Rate 25.00% 25. insurance amongst others.00% Rate Long-term Interest Rate 10. Hence many fixed costs shall be included in these costs. rent. We will thus aim to ensure that our sales levels are running comfortably above break-even. that there are no unforeseen changes in economic policy to make our products immediately obsolete. we need to bill approximately $93.
441 of Sales Other $0 $0 $0 .806.000 in the third year.273 Assumptions: Average Percent Variable Cost 56% Estimated Monthly Fixed $41. and gross margin higher. Pro Forma Profit and Loss Year 1 Year 2 Year 3 Sales $1.Break-even Analysis Monthly Revenue Break-even $93. As with the break-even.612.072 $1. Our cost of sales should be much lower. Profits are calculated to be around $152. with sales increasing from more than $1.040 Cost 9. than in this projection.144 Direct Cost $820. we are projecting very conservatively regarding cost of sales and gross margin.000 the first year to more than $1.629 $1. This will be representative of a net profit margin of approximately 7%.466.806. and approximately $1.026 $1.3 Projected Profit and Loss Our projected profit and loss is shown on the following table.011.000 the second.000 before tax the first year during the start-up phase of this business. which though may not seem that impressive is relatively good for a start-up firm in our line of business.612.975 $903.466.
4 Key Financial Indicators $1.00% 44.800 Payroll $49.771 $222.800 $5.000 Depreciation $10.400 Utilities $4.020 $52.255 Net Profit/Sales 7.690 $57.460 $0 $59.59% .410 Rent $36.571 $212.292 $4.680 Taxes Other $0 $0 Total Operating Expenses $492.000 $37.207 Interest $2.700 Expenses $54.535 $10.81% 9.200 $4.200 $331.000 $59.011.680 $49.000 Expense Taxes Incurred $37.00% Margin % Expenses Payroll $331.975 $903.033 $173.200 $2.Total Cost $820.000 $1.752 Net Profit $113.007 Taxes EBITDA $162.75% 9.040 Insurance $4.550 Profit Before Interest and $152.552 $158.444 $232.480 $497.200 $10.227 9.072 of Sales Gross $645.703 44.051 $709.260 $242.557 Margin Gross 44.441 $794.200 Leased $2.00% $383.631 $39.450 $0 $562.520 Equipment $2.646 $5.200 Sales and Marketing and Other $56.
advertising expenses. This could cause a serious problem with cash flow. We do not want to let our average collection days get above 30 under any circumstances. 9. and function expenses (including lunches and dinners with interested stakeholders).The following benchmark chart indicates our key financial indicators for the first three years. However. This will be brought about by the development of sales literature. Detailed monthly numbers are included in the appendix. We foresee major growth in sales and operating expenses.6 Projected Cash Flow Cash flow projections are critical to our success. Once these programs will start generating revenue for the business. and a bump in our collection days as we spread the business during expansion. which we shall in turn reinvest. because our working capital situation is chronically tight. to ensure market development. However it should be noted that they do not take into account the required capital injection. further marketing programs and the expansion of those in existence at the time will be undertaken. 9. Collection days are very important. we recognize that we cannot control this factor easily.5 Expense Forecast Initial marketing expenses are relatively high as we seek to become known on the market. As our market share increases and capital is generated. . because of the relationship with our clients.
$0 $0 $0 .934 Subtotal Cash from Operations $1.689 $1.846 $1.769.688 $1.470 Additional Cash Received Sales Tax.507 $403. HST/GST $0 $0 $0 Received New Current $0 $0 $0 Borrowing New Other Liabilities $0 $0 (interest-free) $0 New Long. VAT.157 $451.317.195 $1.536 Cash from Receivables $821.188.Pro Forma Cash Flow Year 1 Year 2 Year 3 Cash Received Cash from Operations Cash Sales $366.181.584.
833 $1.200 $383.000 $0 Borrowing Other Liabilities Principal Repayment $0 $0 $0 .479 $1.195 $1.term Liabilities Sales of Other Current $0 $0 $0 Assets Sales of Long-term $0 $0 $0 Assets New Investment $77.000 Spending Bill Payments $977.200 $331.000 $0 $0 Received Subtotal Cash $1.245.510.309.628.179.584.266 Additional Cash Spent Sales Tax.470 Received Expenditures Year 1 Year 2 Year 3 Expenditures from Operations Cash $331.846 $1.679 $1.266 Subtotal Spent on Operations $1.769.265. VAT. HST/GST $0 $0 $0 Paid Out Principal Repayment of Current $0 $20.033 $1.
162 $90.287 $152.698 Long-term Assets Year 3 $231.838) $54.533 $342.Long-term Liabilities Principal Repayment $0 $0 $0 Purchase Other Current Assets $0 $0 $0 Purchase Long-term Assets $0 $0 $0 Dividends $0 $0 $0 Subtotal Cash Spent $1.329 $231.756 Other Current Assets $0 $0 Total Current Assets $437.047 $0 $725.205 Flow Cash $36.162 $90.414 $135.628.266 Net Cash ($43.831 $305.407 $531.167 $141.679 $1. The three-year estimates are included in the appendix.533 Balance 9.530.033 $1.867 .614 Inventory $123. and strong financial position.7 Projected Balance Sheet The balance sheet shows healthy growth of net worth. Pro Forma Balance Sheet Year 1 Year 2 Assets Current Assets Cash $36.309.329 Accounts Receivable $277.
200 Total Longterm Assets $739.000 Other Current $0 $0 $0 Liabilities Subtotal Current $103.Long-term $750.800 $729.000 $750.445.168.552 $1.000 $750.261.034 .233 Payable Current $0 $0 Borrowing $20.852 $230.492 Long-term $0 $0 $0 Liabilities Total Liabilities $166.655 $92.492 $103.000 Assets Accumulated $20.267 Assets Liabilities Year 2 Year 3 and Capital Year 1 Current Liabilities Accounts $146.807 $1.700) $71.552 $158.177.600 $719.255 $173.552 $1.445.177.034 Capital Total Liabilities and Capital $1.600 Depreciation $10.655 $92.807 $1.233 Liabilities $166.655 $92.400 $30.492 $103.207 $1.298 $1.168.342.400 Total $1.700 $938.700 Capital Retained ($41.700 $938.107 Earnings Earnings $113.227 Total $1.342.298 $1.010.010.261.207 $1.267 Net Worth $1.233 Paid-in $938.
76% 10.50% .90% 92.85% 49.16% Long-term 0.30% Expenses Advertising Expenses 1.52% 0.00% 44.14% 50.15% 50.00% Percent of Total Assets Accounts Receivable 23.00% Gross Margin 44.80% 57.10% 1.20% 100.19% 34.00% 7.60% 24.84% Assets Total Assets 100.60% Inventory 10.00% 24.16% Net Worth 85.00% 49.00% 20.68% 5.00% 12.00% Current Liabilities 14.00% 0.20% 30.22% 30.00% Total Current 37.33% 7.00% 100.23% 23.48% Other Current Assets 0.00% 7.9.80% 42.78% 69.10% 100.60% 34.14% 0.70% 7.33% 0.8 Business Ratios The table below shows our business ratios.00% 4.84% Percent of Sales Sales 100.00% 100. Ratio Analysis Year 1 Sales Growth 0.67% 92.86% 49.00% Selling.64% Industry Year 2 Year 3 Profile 10. General & Administrative 36.00% 100.70% 0.00% Liabilities Total Liabilities 14.56% 1.46% 2.00% 100.30% 10.36% 26.00% 44.16% Assets Long-term 62.
67 1.03 n.97 3.91 Accounts Payable 7.33% 7.24% Equity Activity Ratios Accounts Receivable 3.14% 1.73% 16.96 88 6.28 7.91% n.a n.60% 5.28 12.25 Turnover Debt Ratios 13.a 3.03 5.a n.90% Worth Pre-tax Return on 12.75 4.67 Turnover Payment 27 Days Total Asset 1.a n.59% n.86% 10.07% 16.20% 16.75% Margin Return on 11.41% Main Ratios Current 2.62 Quick 1.88 Total Debt to Total Assets 14.70% Year 2 9.42 50.a .25 n.17 39 1.79% Assets Additional Year 1 Ratios Net Profit 7.90% 18.31% 8.56 7.Profit Before Interest and Taxes 10.a 13.15% 12.a n.96 Turnover Collection 56 Days Inventory Turnover 10.a 12.96 87 7.81% Year 3 9.16% Pre-tax Return on Net 14.17 28 1.05% 17.54% 12.
207 $622.a Capital Interest 76.24 n.a Sales Current Debt/Total 14% 7% 7% n.98 2.752 $439.80 n.45 1.00 1.Debt to Net 0.00 n.00 n. . 1.a Assets Acid Test 0.00 n.a Controls The local brewing market has been growing steadily over the last few years due to increases in people's disposable income and opening of the economy.a Sales/Net 1. though slightly slower as we establish a reputation for ourselves.38 1.22 0.35 n.08 0.a Worth Dividend Payout 0. Liquidity Ratios Net Working $270.634 n.01 0.00 1. With time.a to Liab. The introduction of quality catalogues and sales literature will enable Sedibeng Breweries to market to potential customers.80 0. We project sales to increase accordingly.08 n.a Coverage Additional Ratios Assets to 0.00 0.a Worth Current Liab.16 0. a presence on the Internet and participation in regional trade shows will be key milestones to expanding sales and marketing potentials through the utilization of new channels and identification of potential customers.78 0.29 212. With this in mind we intend our marketing programs to expand accordingly.00 0.
2. In summary we intend to undertake the following: Tracking and follow-up: We intend to have the discipline. 4.1. 2. 10. we intend to be able to say no to special deals that take us away from the target focus and are unprofitable. Another possibility is the introduction of a new company(s) in our niche. . 1. 3. Market segment focus: We intend to have the discipline to maintain the market segment focus. Saying no: Though difficult initially. as an organization. to track results of the business plan and make sure that we implement. However further research and analysis into the above is still being undertaken.1 Contingency Planning We intend to watch our results very carefully. Though sylvasa overall is rather secure on the labor front in terms of strikes we intend to have in place a mechanism that will ensure that were this to occur the negative effects would be minimized. 3. An established beverage manufacturer may begin targeting to our target market niche. Hence the need for commitment in our work and striving of total quality in our organization. We may need to drop production of certain products if we cannot get the margin up or material becomes difficult to obtain. Hence the need to undertake aggressive marketing and networking. We might be able to avoid the straight competition with the major companies by focusing more on the previously mentioned products. Throughout the year we intend to undertake regular evaluations of our marketing programs so as to ensure that we are in-line with our intended objectives.
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