"STR Organic fruitDrinks Proposal forPage | i EXECUTIVE SUMMARYThis report involves a detailed plan into launching the product – Organic fruit juice in theMaldives market. This is a proposed business development plan to the existing business which isvery prominent – STR. STR is a government owned supermarket, which gets greater highlight indriving government strategy on providing goods at a very cheaper price, during specific seasonssuch as Ramadan. Organic fruit juice is a current market vacuum which is waiting to be fulfilled. The first part of the report does provide for a comprehensive outlook into the current marketsituation, and provides the reader with a background to the current organisation. Tools such asSWOT and PEST are provided to analyse the external environment. Porter’s five force analysison the industry shows promising market conditions for the organisation (STR) to implement theOrganic fruit juice product in the market place. The staffing plan and the departmentalisationplan proposed does focus on aggressively driving market awareness on the product with morepromoters. The report further evolves into a discussion on the aspects of business development plans,provided with in-depth customer segment analysis, targeting and positioning strategy. Theessence of the cover page has been to highlight to the reader the essence of packaging andproduct strategy. Umbrella branding is vouched for capitalising on the STR brand further and toprovide an essence of corporate responsibility by the brand. To meet the objective of healthyliving and concern for the better wellbeing this has not been focused on my branded productssuch as Coca-Cola. In summary, considering the positive market conditions, mixed with a strong brand presence ofSTR, the positive financial outlook the brand could be called out as a clear case for success in themarket place.Page | ii ContentsEXECUTIVE SUMMARY ............................................................................................................ ii1. Introduction ................................................................................................................................. 11.1 Significance of the Research Study ...................................................................................... 11.2 Concept Theory ..................................................................................................................... 21.3 Literature Sources ................................................................................................................. 21.4 Actionable Assumptions ....................................................................................................... 21.5 Business Objectives .............................................................................................................. 42. The Strategic Business Review ................................................................................................... 52.1 Company History .................................................................................................................. 52.2 Environmental Analysis – PESTLE ...................................................................................... 62.2.1 Political Factors ............................................................................................................. 62.2.2 Economic Factors........................................................................................................... 72.2.3 Social/Cultural factors ................................................................................................... 72.2.4 Technological Factors .................................................................................................... 72.2.5 Environmental Factors ................................................................................................... 82.2.6 Legal Factors .................................................................................................................. 82.3 Industry Competitor Analysis ............................................................................................... 82.4 Competitive Positioning and Differentiation – Perceptual Map / Form Chart ................... 112.5 Company and SBU performance analysis .......................................................................... 122.5.1 Structure, Staff, subsidiaries ........................................................................................ 122.5.2 Organizational structure departments .......................................................................... 122.5.3 Overall number of staff overall .................................................................................... 132.5.4 Number of staff in supermart ....................................................................................... 132.5.5 Promotions and detailing activities .............................................................................. 13Page | iii 2.6 Market Analysis – STP Model ............................................................................................ 142.7 Customer Analysis – Major Analysis ................................................................................. 152.8 Product and Portfolio Analysis – PLC/BCG ...................................................................... 162.9 Resource and Competency Analysis – People, technology, financial, land, building ........ 162.10 Value Chain Analysis – Michael Porters .......................................................................... 182.11 Stakeholder Analysis/ Stakeholder Value Gap Analysis .................................................. 202.12 SWOT Analysis ................................................................................................................ 203. Strategic Business Direction & Purpose ................................................................................... 233.1 Vision .................................................................................................................................. 233.2 Mission ................................................................................................................................ 233.3 Core Values ......................................................................................................................... 243.4 Competitive positioning ...................................................................................................... 253.5 Perceptual Mapping/ Positioning Map................................................................................ 263.6 Core Competencies ............................................................................................................. 273.7 Business Objectives / Timescales ....................................................................................... 284. Strategic Business Options & Choice ....................................................................................... 294.1 Options for Internal Development ...................................................................................... 294.2 Options for External Growth .............................................................................................. 324.3 Options for Sustainability ................................................................................................... 345. The Strategic Business Unit Plans ............................................................................................ 355.1 Objectives ........................................................................................................................... 355.2 Risk Assessment ................................................................................................................. 365.3 Action Plans ........................................................................................................................ 375.3.1 Increase Market Share.................................................................................................. 385.3.2 Strengthening Financial Resources .............................................................................. 38Page | iv 5.3.3 Physical Resources....................................................................................................... 395.3.4 Productivity .................................................................................................................. 395.3.5 Innovation .................................................................................................................... 405.3.6 Action Planning ........................................................................................................... 405.4 Resourcing & Deployment ................................................................................................. 415.5 Monitoring & Review ......................................................................................................... 416. Financial Projections ................................................................................................................. 416.1 Important Assumptions ....................................................................................................... 426.2 Key Financial Indicators ..................................................................................................... 436.3 Expense forecast ................................................................................................................. 436.4 estimated Profit and Loss .................................................................................................... 436.5 Projected Cash Flow ........................................................................................................... 466.6 Projected Balance Sheet ...................................................................................................... 477. Implementation and Change Management ............................................................................... 49Change Management ................................................................................................................ 50Reference list ................................................................................................................................ 52Appendix A: Business Ratios ....................................................................................................... 54 Page | v "