Table of Contents
2.0 Proposed business overview.
3.0 Situational analysis.
4.0 Marketing plan focusing on estimated sales.
5.0 Customer relationship management (CRM).
6.0 Marketing mix decision for the proposed business 2015.
7.0 Estimated marketing budget for the proposed business for 2015.
8.0 Evaluating and controlling the marketing activities of the proposed business.
9.0 Financial activities of the proposed business.
The number of small and medium-sized organizations is growing up in the current business world. According to a report published by National Statistics (2014), only in UK, it has gained about £5m in 2014. This report introduces a business for new business entrants in the UK marketplace. The report focuses on how this proposed business venture can gain low-risk strategies in future growth with maximized business productivity and financial performance.
2.0 Proposed business overview
2.1 Proposed business background
The name of the proposed business will be disclosed as the ‘Organic Health’ brand, which will operate with wholesaling of organic fruits as well as vegetables in the London market. The proposed start-up business will be run by two partners as a partnership business. The key products of the proposed business are organic fruits including apples, bananas, blueberries, strawberries, pears, etc, and organic vegetables like lettuces, mix leaves, cucumbers, tomatoes, etc.
The suppliers of the proposed business’ products will be UK farmers grown in the countrysides. The potential consumers of the proposed business will be catering and restaurants, street market shops, supermarkets, etc. Online selling and home delivery might be introduced in near future. The customer services and support will be provided through face-to-face, email and letter, telephone, customer complaints and feedback, etc. The products will be promoted through different channels including social media, local newspapers, magazines, leafleting, posturing in local areas, etc.
The proposed business may provide sustainable competitive advantages because it will supply only organic fruits and vegetables and provide after-sales services, where most of its competitors are not able to provide these particular products and services.
The proposed business will gain substantial profits because of its good organization and management, state o the art equipment, exceptional locations, fair products prices, quality products and services.
The proposed business will be introduced with a £100,000 initial investment, which will be added by an additional £50,000.00 by the next six months. The proposed business’s gross profit and net profit target are respectively 17.1% and 12.8% by the end of the first year. If the company can meet its financial objectives, it will seek a bigger amount of investment from both lenders and investors in the next year.
2.2 Company vision and mission
Vision refers to the overview of the business purpose and goal which discloses where the business wants to be in the future. Mission refers to how the company can its goals and purposes (Kotler et al., 2014). The vision of the proposed business is to be reputed wholesalers in the fruits and vegetable industry in the UK market. The mission is to employ dedicated and devoted workforces who will perform best in selling and provide excellent customer supports.
2.3 Proposed business objectives
Business objectives are the measurable goals that a company wants to achieve. In other words, objectives are the measurable guidelines for the management to turn the company vision and mission into business operations (Palmar, 2010).
The objectives of the proposed business for 2015 are listed in the following table:
|Financial||1. To gain approximately £500,000 sales revenue by June 2021|
|2. To gain 17.1% by the end of June 2021|
|3. To gain 12.8% net profit by the end of June 2021|
|Customer||4. To achieve a 10% market share by the end of June 2021|
|Internal||5. To achieve 75% customer satisfaction by June 2021|
|6. To keep wastes and variance by 15% at the end of June 2021|
|Learn and growth||7. To improve products range by 31 June 2021|
|8. To launch online selling and home delivery by June 2021|
3.0 Situational analysis
3.1 Analysis of the industry
A research organization called IBISWorld provides the definition of organic food as ” the foods which are produced and farmed using minimal artificial pesticides as well as fertilizers taking care of human health, crop rotation, and even animal welfare” (IBISWorld, 2014). Organic foods are mainly categorized as organic fruits, baby foods, non-alcoholic, vegetable and salad, fish, meats, eggs, poultry, etc. The stakeholders of this organic food industry are farmers, suppliers, customers, retailers including supermarkets, independent retailers, high street shops, etc, local authorities. The food industry mainly the demand of organic fruits and vegetable are growing up dramatically in the current business world, particularly in the developed country including the UK. This is because people are becoming more serious regarding health and sustainable healthy foods than ever before.
A research conducted by IBISWorld, the sales revenue of organic foods in the UK in 2013 was around £2 billion, gaining 2.79% annual growth. Soil Association (2014) conducted a study on the UK organic market, where it reported the growth of organic foods in the UK increased by 2.8% in 2013. The report also disclosed that organic fruit and vegetable sales revenue grew by 3.4%, supermarket sales revenue increased by 1.2%, restaurant and catering industry sales revenue increased by 10%, and street market retailers’ sales revenue improved by 6.9% in 2013 (Soil Association, 2014)………………………….