"based payment systems. Such brings about integration of all types of customers in terms of theirrespective mode of payments. Conglomerate diversification:In terms of marketing and technology, the diversification is conglomerate. The organizationensures optimum utilization of social media platforms as well as other networks in order toidentify locations which are experiencing public gatherings. Also events are tracked via socialmedia which in turn are targeted as selling points of the products. In the meantime theorganization has plans to enhance the means of technology in assisting the on the go businesswith power saving options as well as added security features in terms technology. Expansion:Apart from diversification, expansion is one of the other major means the organizationemphasizes upon. Appropriate levels of expansion deals with enhances the market shares,revenue from the sales as well as the profit attained through the respective products and services.Three primary means with which the expansion is undertaken are enlisted below.? Product development? Product line expansion? Market development Such expansion targets optimum utilization of the available resources and aims towardsefficiency and effectiveness of the same. Strategies for such modes of expansion are as follows. Market penetration strategy:As the primary market penetration strategy the on the go organic drinks are provided with testingsamples for the consumers to try the quality and tastes of the products. Also the organization isintending to provide with additional incentives and offers in terms by the means of following.? Corporate partnerships where the drinks are served directly to offices and businesslandmarks.? Subsidized price for school children and college studentsPage | 31 ? Viral marketing campaigns using trucks loaded with the products visiting the primarylocations of public gathering? Inclusion in tourist packages in partnership with tour operators and hotels where thedrinks are promoted to the tourists travelling Maldives. ? More distribution points in terms of on the move vehicles and kiosks are to be inductedonto the business to facilitate the reach of the product to the target customer.Market Development strategy:The strategy for market development emphasizes upon existing the array of currently availableproducts onto the new market. Reaching new base of customers are the primary objective of thestrategy within the jurisdiction of Maldives by increasing sales, as enlisted below. ? Foreign tourists are one of the primary objectives in terms of a new market where on themove supply to tourists’ attraction would provide with appropriate sales. ? Corporates and schools are viable markets which are to be expanded by increasing thesales volumes.? Also the business emphasizes on targeting the housewives who are more accustomed toorganic products than rest of the population, thus providing them with the opportunity totaste the products by visiting households on the go. Product Development strategy:The product development strategy for the organic drinks on the go by STO emphasizes upon theexisting set of organic drinks in the market, especially by the small scale industries. The businessenvisions to integrate such small scale industries onto the business by providing them anopportunity to supply raw or processed materials to the on the go vehicles. Such brings aboutnew variety of products to the business but already exists in the market limited to particularlocations depending upon the supplies. 4.2 Options for External GrowthExternal growth strategies are mainly emphasized in terms of foreign collaborative efforts andbusiness partnerships with like-minded businesses, especially in the south Asian region. ForeignPage | 32 collaborations play a key role in terms of determining the external mode of growth of thebusiness. Foreign Collaboration:Collaboration in terms of agreements between two governmental organization, or businessesbelonging to two different nations or between a national government and a business can be ofcritical nature in determining the path of a business in the concerned jurisdictions. With the inception of the principle of globalization, foreign investments have set alarmingacceleration all over the world with optimum encouragement from government and privatebodies coupled with free trade agreements and creation of free trade zones of easier access tovariety of businesses and markets across the globe. Such brings about enhanced degree ofopportunities and prospects for collaborating with foreign bodies in order to acquire skills andknowledge along with expertise in terms of various processes related to the business. Especiallyin terms of knowledge, the fraternities of science and food are critical in relevance to provide andproduce optimum organic drinks which can provide the consumer with both taste and quality ofhealth. In addition to that technical expertise, machinery, assistance in terms of logistics as well asmarketing perspectives too can be acquired via the paths of foreign collaborations. This bringsabout better mode of business as well as value for money for the base of consumers who obtainbetter quality products with optimum degree of service from the business.Marketing and branding are two other critical aspects in terms of the business which cansignificantly be boosted by foreign collaborations. Outsourcing such arms even for a shorterperiod of time would bring about additional value to the business at its primitive levels toprovide the same with optimum coverage across the targeted markets in Maldives. In the meantime it is necessary that the organization has strong foreign collaborations with all itsSouth Asian neighbors, part of the SAARC community which could bring about free tradeagreements with member nations, especially Sri Lanka and India, which consumer significantamount of organic products among their dietary requirements. Such development of exportPage | 33 markets for the products of on the go also brings about local advantage in terms of bringingabout international recognition and enhanced brand value as a global product in the market. In the meantime, such agreements also bring about skilled labors and expertise onto theproduction and technology units of the business who can enhance the quality of the products interms of their nutritional components and health benefits while retaining them purely organic. 4.3 Options for SustainabilityThis section of the business development project emphasizes on the sustainability of the businessinitiative and the potential options to be considered in order to enhance the degree ofsustainability through its initial stages as well as during the cause of establishment. Strategies interms of corporate sustainability are not considered on a generic basis but based on the type ofthe organization concerned as well as the mode and characteristics of the particular business inaddition to other considerations such as internal and external business environments. Such bringsabout circumstantial criteria to be considered in terms of establishing sustainability to thebusiness concerned in terms of unique parameters with distinct characteristics. One of the primary options of sustainability is to ensure that the brand value and its recognitionin the market remains unharmed and further in turn enhanced during the modes of promotionsand initiation of this particular venture. That brings about sufficient degree of recognition to thebusiness irrespective of the products before the sales has begun. Also that promotes the base oftargeted customers to taste the product at the first instance in response to the already establishedbrand value and recognition in the market. Due to its significant presence as a department storein the market, majority of the targeted customers are already customers of the organization andmany of its brands. Due to the considerably smaller population of the targeted market and the significantestablishment of the organization which is also a state-owned corporation, the chances of rivalryis very much less especially from within the local industries. It brings about a buffer zone to thebusiness where it can take its shorter period of time to test things out in the initial days of theinitiation of sales and to find its way out rather than worrying about the rivalry or competition inthe market. Also the backing of the Maldivian government ensures public trust in the products ofPage | 34 the business along with state-wide coverage utilizing the state-owned machineries, specially thedigital media channels in promoting the business as well as the products. One of the critical aspects in terms of ensuring the sustainability of the business is the demandand rarity of the products sold by the business in the respective market. As the products do notpossess any health defect and in turn bring about the value, the products have all chances ofsustaining in the market once the share of market is established. Accordingly, the products shallbe opted on a continuous basis by all age groups in the jurisdiction of Maldives. The majorhurdle in terms of establishing the same on to the market is to break the current trend of optingfrom branded and imported products which possess health harm on a long term perspective. Aninitial burst of viral marketing would bring about the trendsetting among the targeted populationto taste the products which in turn help in establishing the same in the market and to obtainsufficient degree of market share. 5. The Strategic Business Unit Plans5.1 ObjectivesThe strategic business unit for the organic drinks on the go by STO wills mainly emphasize onthe following areas.? Research and development? Logistics? Production? Sales? Marketing ? FinanceEach arm of the unit will have their own set of objectives to fulfil during the phase of initiationand as well as establishment of the business. Research and To undertake comprehensive analysis in terms of the ingredients of the organic drinksdevelopment and to assess the potential ways to enhance the nutritional values of the drinks withoutaltering their organic nature and taste.Page | 35 "