"their values each time STO touch its market. Together, these two approaches are vital todeveloping the STO organic juice bar business.3.5 Perceptual Mapping/ Positioning MapIn the competitive world, most of the firm utiliseperceptual mapping to create and identifycompetitive positioning of the organisation. Perceptual mapping depends on the perception of thecustomer (Kim, Kim and Han, 2007). Perceptual mapping point out where goods are positionedin the marketplace, so STO can decide where they place it products. In the perceptual mappingorganisation have two different choices, it could either place its products so that it satisfies thegaps in the marketplace or they can rival with its rivals which means organisation place itproducts where competitor products are placed (Steenkamp et al., 1994). As mentioned earlierthere are no competitors for the STO organic juice bar, so STO has only one option to place theirproducts which are positioned its products to satisfies their customers’ needs or solve theirproblems.According to the market research, STO finds out that the Maldivians people wantthequality of organic products with low-cost. Page | 26 3.6 Core CompetenciesWhatever that an organisation can do perfectly is known as core competencies. In other words,core competencies could be whatever that an organisation do better than its rivals which supportto acquire acompetitive advantage. It could be skills or knowledge that the firm has. Accordingto Nadler and Tushman(1999) suggest that core competencies have to meet three different typesof standards which are ? customer must benefit? rivals cannot imitate the firm ? The core competencies could transfer to numerous goods and marketplace.Also, core competencies should be unique, however also the firm has to develop the corecompetencies continually if they want to survive in the market or want to outperform thecompetitors (Granstrand, Patel and Pavitt, 1997)STO core competenciesCore competencies of STO are its strict concentrate on thequality of the products and price of theproducts. There are numerous tactical methods carry out by STO to make sure the same. Thesecomprise the following:? Costleadership strategy - STO offer high-quality products at competitive price to thecustomers. ? Focus on local products - The corporate website of STO says that they will concentrateon local products which support them to eliminate higher marketing cost and support thedevelopment of the local manufacturer. As a result, the company able to obtain morecustomers and profit as well. ? Store located in the city of Malé: located in thecapital of Maldives is supported the STOto attract the local and foreign customers. Moreover, customers can easily find the storeand store design is simple and well-organized.?Friendly environment and supportive staffs: the key objective STO supermart is meet upcustomer’s demand and expectation in apleasant environment. The employees of STOsupermart is especially trained with customers in mind to make sure that all its consumersPage | 27 are satisfied by the service render by its supportive employees and the high-quality of thegoods retailed at STO.? With the objective of fulfilling the need and wants of each consumers STO Supermart hasthe bulkiest set of healthy foods obtainable in the island. These foods contain low-level ofcalorie and fat, sugar-free and numerous herbal goods that are chosen by the consumerswho are health conscious.3.7 Business Objectives / TimescalesNew products and developments can act as a key growth driver of the company’s turnover andgrowth strategies. Moreover, improving and introducing products with additional healthattributes can contribute the company’s attentiveness to the corporate social responsibility.Page | 28 4. Strategic Business Options & Choice4.1 Options for Internal DevelopmentInternal growth strategy emphasises on the degree of growth inside the respective organisationbymeans of its internal based resources. Such primarily attributes to the increased degree ofproduction, introduction to new products, increased efficiency, optimum human resources, bettermeans of marketing,etc. The growth internally can be initiated by three major means, expansion,diversification or modernization. Internal Growth Strategies are based mainly on diversification whereas the same is diverted infour major means. The main objective of diversification allows the organization enter onto newventures in terms of its existing operations. Vertical diversificationBy the means of vertical integration the organization add up new products onto the market whichare purely organic. Apart from the mode of selling, the new means of products provides theconsumers with better options for their purchase and consumption. The organic drinks added tothe market are as follows:? Fruit based drinks? Vegetable based drinks? Cereal based drinks? High protein drinks? Low sugar/fat drinksIt includes both backward and forward integration where the organization not only emphasizesupon the end-products but also their raw-material manufacturing and value addition. Acquiringan array of on-the move retailers and their facilities enables the organization to go forward interms of vertical diversification accordingly. Page | 29 Horizontal Diversification:STO already holds an array of organic products in its product line. However, due to the on themove concept, the organization plans to integrate more products on to its existing product lines.Along with existing organic products, the new lines of products, which are enlisted below, wouldin turn provide the base of consumers with more options and choices to consider among theorganic drinks on the move. ? Low fat drinks? Energy drinks? Low carb drinks? Mint and lime based drinks? MocktailsConcentric diversification:The mode of diversification also enters onto concentric modes where the organization also plansto manufacture on the move vehicle finishing bodies and other equipment which will enableeasing the sales on the move. Along with that, an array of measures is intended to beimplemented in order to enhance the sales of organic drinks on the go by STO. The organizationemphasizes on specializing the product line as well as its distribution and sales line accordingly. In the meantime support teams and other service vehicles are to be in place in order to assist theon the move sales in terms of technical and logistic support. From the perspective of supplychain, the on the move vehicles are to be provided with required amount of raw or processedproducts according to the demands in the respective location using a centralized systems which iscontinuously updated by each sales vehicle on the move, integrated onto supply vehicles. Suchfacility in turn will ensure continuous supply to cater the demands as well as lack of hindrancesin the process of sales flow. On the vehicles are to be equipped with an array of payment options from conventional cashbased payments which are abundant and predominant in Maldives along with online and mobilePage | 30 "