Healthy Me® Organic Juices Limited (Term Paper Sample)

Business Plan: Healthy Me® Organic Juices Limited
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Business Plan
Healthy Me® Organic Juices Limited is a private company based in Kentucky that focuses on promoting healthy living through the sale of sugar free freshly squeezed fruit and vegetable juices. The juices are made from natural organic fruits and vegetables and sold chilled in bottled packs as well as on-the-go disposable cups. In order to enhance its reach and promote uptake of the business, the juices are distributed through green grocers and supermarkets; which attract large amounts of customers and are also convenient because the juices are freshly squeezed.
Target market
A lucrative market forms the basis for the success of any business and having the right target population ensures reasonable profitability (Gallego, Rubalcaba and Hipp, 2013). Healthy Me ® seeks to reach customers who are not only health conscious but also willing to invest in living a healthy life. The business targets individuals aged between 20 and 70 years but the main market mostly consists of middle-aged and elderly individuals (35-70 years), especially women, who have in the recent past embraced healthy living as part of their lifestyle. The customer base for Healthy Me® will also consist of individuals suffering from hypertension, diabetes and those seeking to lose weight from all ages. There are approximately 2,7249,739 individuals in Kentucky aged between 18 and 65 years based on 2013 statistics, which makes up 62.5% of the population according to the US Census. This is an indication of ready market, given the targeted population for Healthy Me ®. In addition, the population is fairly well educated with 83% of individuals aged 25 and above having at least a high school diploma and 21.5% with a bachelor’s degree or higher. It is therefore expected that they either have adequate knowledge on healthy living or would be in a position to learn if given the opportunity. The median income in Kentucky stands at $43,036 based on data from 2009-2013, with the US median being $53,046. Purchasing power is thereby at a reasonable level and adequate to fuel the business.
Competitive position
The world is continuously becoming a health conscious society as increasing knowledge on lifestyle diseases continues to take centre stage (Azzurra and Paola, 2009). This has led to a significant increase in the demand for healthy juices and reduced demand for store-bought juices and soft drinks. Individuals are more conscious about their food choices as they strive to manage or prevent conditions associated with unhealthy. It is this change in beverage preferences that Healthy Me Organic Juices Limited seeks to capitalize on in order to compete in the highly competitive beverage business. This is because Healthy Me ® Juices will consist of freshly squeezed sugar-free fruit and vegetable juices; a healthy alternative to the store-bought juices which are often high in sugar and added preservatives.
As a highly lucrative business venture, there are many entrepreneurs in Kentucky who are already competing in the market (Azzurra and Paola, 2009). Accordingly, it is through strategic approaches that Healthy Me ® will manage the competition. Top competitors include the Weekly Juicery, Red Mango, Tropical Smoothie Café, Mr Smoothie, Daily Grind and Black Pearl Bubble Tea. As a majority of these are restaurants where customers must purpose to go in order to have juice, the focus on green groceries and supermarkets ensures that the business can capture the attention of shoppers and thus promote profitability. In a market that is currently saturated, there is need to come up with effective strategies to ensure that the new drink will attract customers (Sneyd and Rowley, 2004). Healthy Me ® will work by investing in high quality blenders and juicers which will be located on various green groceries and supermarkets based on a rented space agreement. The goal is to ensure that the squeezed juice is sold within four hours of production and whenever possible juice as the customer waits in a bid to enhance freshness and reduce chances of food poisoning. Healthy Me ® will use this aspect of freshness to attract healthy conscious customers.
Major stores to target include ValuMarket grocery stores, Good Foods Market, Whole Foods Market, Mill Stone Market, Midtown Market, Napoleon Gourmet Grills, Rahul Food & Spices, Niagara General Stores and Quality Quick Convenient Store; all which attract a large number of clients.
Sales and Marketing
In order to promote uptake of its juices, the business will take on media advertising as well as personal selling. This means that the business will advertise on television and magazines in its first three months of operation to inform customers of its existence and what the business offers (Slack and Lewis, 2002). Personal sellers will be situated at the green groceries with colorful fliers to provide information and direct customers to where the juices are being sold.
2013 census statistics indicate that 74.4 percent of all American households use the internet; with 73.4 percent having high speed connections. This presents a great marketing opportunity on social media...