BUS599031VA006-1196-001 - Strategic ManagementAssignment 4 - B.docx

BUS599031VA006-1196-001 - Strategic Management
Assignment 4 - Business Plan - Final (150 points)
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Matunda Business Plan.docx
Running Head: MATUNDA FRESH COMPANY BUSINESS
PLAN 1
MATUNDA FRESH COMPANY BUSINESS PLAN 20
s
1 Matunda Fresh Juice Company Business Plan
Name
Strategic Management
September 7, 2019
Executive Summary
1 Matunda Fresh Juice Company
2 The Matunda Fresh Juice Company is a non-alcoholic
beverage company which was established on the Northern side
of the United States. It mainly deals with the manufacturing of
fresh juice; this is why it was named “Matunda” which is a local
name for natural fruits. 2 The entity intends to produce and
distribute fresh juices made from natural fruits which include
mango, pineapple, oranges among many other local fruits
varieties. The name ‘Matunda’ signifies the urge to connect
with nature fruitfully. The motive for producing and selling the
products is to improve the overall health of the population while
earning profitability for growth and Corporate Social
Responsibility (CSR) initiatives. This revised non-alcoholic

company aims at restoring the standards of production of fresh
juice using organic farm produce.
Mission Statement
2 The mission for Matunda Fresh Juice manufacturing company
is to become the leading health-conscious fresh juice distributor
in North America, through the provision of the naturally
manufactured fruits products at affordable prices while
maintaining relations with customers (Abrams, 2003, p. 72). 2
The mission aligns with the aspiration of the masses in the
target market of consuming healthy products that help the body
combat ailments associated with lack of specific nutritional
elements in the body. The company envisions the possibility of
carving a niche as leading brand suppliers for health-conscious
drinks to consumers. Therefore, it’s beyond no doubt that,
Matunda intends to take the health as well as the nutritional
beverages to the entire newer level through the provision of
products which promotes healthy living without losing the taste
which consumers demands at all ages. This is particularly
achieved via nutritionally sound recipes as well as
environmentally friendly bottling process. The Matunda Fresh
Juice manufacturing company's ambition is to invest in the
employees, suppliers as well as consumers to establish a
sustainable organization which meets the changing needs of the
customers.
Industry Trends
3 The world of non-alcoholic drinks market is actually in high
demand majorly in two regions that is North America and
Europe. The market continues to enjoy tremendous growth, and
the industry competition initiates the introduction of new
products as well as flavors besides innovative packaging which
gives a sustainable format for the growth rate to continue
growing. 2 Matunda plans to operate sustainably by capitalizing
on the needs of consumers, then deploying strategies that ensure
that the production and distribution prioritize the well-being of
the target population. According to the trends in the market,
non-alcoholic beverage firms are targeting health-conscious

consumers (Olsen, 2011). However, the ventures provide
misleading information concerning the nutritional components
of the beverages supplied to consumers. The businesses are
instead prioritizing profitability in opting to invest in scientific
technologies that integrate preservatives as natural components
for consumables.
The reporting on the course book about the trends in
consumable indicates the surge in interest in the consumption of
organic products. Interestingly, the significant majority of
products available in stores in the US is carbonated and has a
long shelf life. The consumers use artificial sugars in the
production of the components. Additionally, trends indicate that
manufacturers invest massive funds in promoting the products
as opposed to concentrating on addressing health concerns
related to the consumption of nonalcoholic beverages (Olsen,
2011). In the US, the demand for juices is on the rise with at
least each household consuming the products daily. The figures
surpass the demands for dairy products. The chances of the
demand growth are high due to sensitization by the media.
Television channels and magazines highlight the benefits of
consuming natural organic food components. Another
discussion concerning the use of nonalcoholic beverages
revolves around the surge in genetically produced contents.
3 Company Strategic Position
2 The suitable strategic position for Matunda entails focusing
on customer perception factors after product developments as a
priority and then investing in market share development
(Abrams, 2003, p. 142). 2 The objective for the selection of the
strategy is providing a product that differentiates Matunda
Fresh Juices Company from other carbonated and non-
carbonated drink available in the markets. The company intends
to realize the goal by liaising with producers of organic fruits
from farms capable of supplying high-quality fresh fruits.
Afterward, the production will exploit advanced technologies
that facilitate extraction of natural juices then utilized a simple
supply chain in distributing the final product to the markets.

The branding will also take place. However, the focus on
quality, pricing, and timely distribution will help differentiate
Matunda juices from the rest of the products in the market.
Marketing Plan and Sales Strategy
2 Matunda Fresh Juice Company will establish a partnership
with convenience/grocery stores in different parts of the country
then set up outlet within the store to engage directly with
consumers of the products. Sports venues will equally feature
among the places for distributing the juices. Hired vans will
help in reaching the distribution venues. Matunda will engage
sellers to know about the products nutrient composition and
health benefits in all distribution venues. The personnel will
provide consumers critical information related to the beverages
such as price, and values as well as assurance on quality. The
team will equally engage in after-sales services then solicit
feedback of consumers on the same product. The sales team will
maintain contact with consumer to enable distribution based on
orders on subsequent demands for the same products. Matunda
will also consider collaborating with reputable fruit suppliers
like Luba Fresh in reaching consumers in new markets.
Company Risks
2 The possible risks that might interfere with Matunda
operations are a market risk in the form of regulatory
distribution demanding that non-alcoholic beverage company
disclose the details of the contents of juices supplied to
consumers. The restriction on packaging and demands for
regular health inspection by FDA official might affect the
operations. The rising concern on the use of genetically
modified organism also poses a threat in productions of
nonalcoholic beverage firms. However, in the case of Matunda,
the restriction on labeling and packaging bears the risk of
affecting the profits of the venture. The company might struggle
to comply with safety requirements that dictate the mode of
production and distribution of nonalcoholic beverages. The
third risk is a surge in carbonated drinks that makes it difficult
to differentiate organic products from synthesized commodities

is technology risk. Matunda plans to mitigate the concern by
developing a production chain that prioritizes technology that
ensures the safety of the products than produce a differentiated
product (Abrams, 2003, p. 148). 2 The communication of the
same to the inspectors from the FDA will follow. The
management plans to liaise directly with framers to ensure the
supply of high quality, safe fruits. Additionally, Matunda will
label the products appropriately.
Business Concept Justification
2 The exploration of the strengths of the firm indicates that the
entity has a reputation for establishing mutual relations with
consumers. The same sense of brand loyalty combined with
excellent customer service will lure consumers into shopping
the brand. The firm has competent personnel and invests in the
latest technologies. The weakness of the firm is that producers
depend on organically produced fruits, thus making its difficult
manufacturing the same products in large quantities. The
marketing techniques exploited might fail to entice consumers if
the firm fails to segment the market properly. The opportunities
that Matunda can exploit include supplying high-quality fresh
produce to healthy conscious consumers whose population is
rising globally. There is a growing demand for reliable supplies
of fresh organic products. The well elaborate distribution chain
will enable the suppliers to reach wider target markets. The
threat to Matunda operations are manufacturers of dairy
products as well as fresh beverages targeting consumers in the
existing markets. The increased regulation on non-alcoholic
beverage production is a threat to operations. The limited
expertise in terms of employee's knowledge about the products
is also a threat to future progression.
Matunda Fresh Company SWOT Analysis
Risk Assessment
Identified Risks
About the beverage industry, the main risk which is associated
with it at the entry-level is usually a monopolistic competition.
This is because the industry is so heavily dominated by a team

of corporations which makes the new company or companies
have a very little chance of making it. Secondly, there is a risk
of saturation on familiar products which makes it difficult for
the consumers to differentiate a given company’s product over
those of the rivalry company. Thirdly, there is a case of health
concerns more especially when it comes to the provision of the
beverages kind of products. For instance, it has not been
properly handled specifically in a hygienic environment; it may
end up being a causative agent of negative health issues on the
side of the customers. If such an instance happens, the public
image of the company will be put to negative which will end up
hurting the company negative in terms of finance, a situation
where they can’t recover.
SWOT Analysis
Strength
a) Matunda Fresh Company will specifically deal with unique
products which aren’t provided by any other company.
b) The cost of the Matunda Fresh Juice Company products will
be relatively cheap hence taking care of the low-income
customers.
c) The quality of the products will be very high and effective
for human consumption.
d) The delivery of the products to the customers will be faster
and efficient.
e) Only expert and professional workers will be recruited in
various departments within the organization.
Opportunities
a) There will be continuous innovations besides the
development of new products.
b) More expansion in terms of coverage as well as market
research.
c) The entering of new demographics as well as a marketing
research.
d) There is also an increase in demand for non-alcoholic
beverages from all the ages.
Weaknesses

a) There are high risks associated with the Matunda Fresh Juice
Company since it's a new beginning company.
b) The distribution channel of the company will also be of a
great challenge because it's a newly starting company.
c) The future cost of the company is difficult to be estimated.
d) The product availability, as well as the number of works of
the company, will be minimal.
Threats
a) Similarity or saturation of products.
b) The reduction in demand for the products.
c) There is also a threat low return on investment.
d) The threat of a shortage of very important supplies.
3 e) Increase in the cost of suppliers.
Competition
4 Competition in the Market
There are already many established enterprises offering non-
alcoholic beverages in the markets. Some of the large
companies like Coca-cola and Pepsi have also ventured into the
business of fresh juice. Other formidable competitors in the
market include; Picana, Tropical fruit, and Gatorade sports
drink. There are also numerous suppliers of tea and coffee
beverages in the market such as Starbucks and Dunkin's.
However, very few of the companies present in the market
produce their products with zero carbonation and zero
chemicals. This provides a perfect opportunity for Matunda to
capitalize on. The society is now more than ever, very
interested in organic products that are not processed using
chemicals, (Heyman& Abrams 2017).
Health has become a major concern in North America due to the
increasing cases of lifestyle-related illnesses. Much of the
illnesses are said to emanate from the excessive consumption of
processed food products. As society looks for options to migrate
from processed foods, Matunda Fresh Juice Company offers a
way out through its fresh fruit juices. To gain roots in the
competitive markets, Matunda will introduce a range of fresh
fruit juices that are not processed or carbonated. This will be a

good way of horizontally differentiating the products to gain a
competitive advantage, (McDONALD, 2016).
The company will also engage in marketing campaigns to
promote awareness of the fresh fruit products in the market. The
company intends to provide customers with an affordable
quality product that will improve their welfare. Products
delivered by the company will be of the highest quality and in
compliance with FDA standards. The company intends to
partner with other producers of fresh fruit such as Luba. Pricing
of the products will be strategically designed to increase the
competitive advantage, (West, et al. 2015). 4 Also, the company
will use unique packages to facilitate easy differentiation of
products.
To increase competitive advantage and gain a good grip on the
market share, Matunda will aggressively engage in
advertisements and promotions. To facilitate product
differentiation and enhance the identification of viable
marketing vehicles, the company has formulated the five F's
strategy: Function, finances, freedom, feeling, and future, as
follows.
Functions: 4 The major goal of the company is to high-quality
fresh fruit juices that are 100% organic. Bettering the
customers' 4 health is also a primary goal for the company. The
fresh fruit juice produced by Matunda will serve as a dietary
supplement to boost health.
Finances: "Value for what it’s worth." 4 The pricing policy of
the company will be based on the consumer's interests.
Different volumes of juice will be packaged and offered to
customers at different prices to ensure that persons of all
economic classes can afford the juice.
Freedom: 4 “You need it, we’ve got it.” The company’s fresh
fruit juice products will be sold to our customers for 24 hours
each day. Matunda will set up shop in various restaurants and
cafes to enable our customers to access our products at ease.
The company will also provide its products in stores across
various towns to allow the freedom to choose.

Feeling: "We value our customers." 4 All company staff will
receive training in effective customer relations. This will ensure
that our customers are served well and accorded the respect they
deserve.
Future: 4 Matunda Fresh Juice Company intends to establish
customers’ loyalty clubs which will be perfect for fostering
good customer relations as we progress to the future.
Competitive Strategy
3 The market strategy that Matunda Fresh Juice Company will
be utilizing is the personal connection with the company’s
target audience which the company’s major competitors can no
longer achieve. This strategy will specifically help the company
in building loyal customer grounds besides helping in
establishing a sustainable product line which will transform the
Company into the future. Normally, the bigger brand beverages
are utilizing very expensive marketing tools; Matunda will just
make its customers be its marketing tool via a word of mouth.
It's through a single sale of a quality product that one customer
will tell another customer and the sequence continues until it
becomes viral even to the internet. It’s with a strong belief that
establishing as a company which is invested in all the aspects of
consumer health requirements will generally give the company a
competitive edge. It's important to acknowledge also that with
the transitioning of the world into a technological world, the
individual connection has been lost with brand loyalty also
becoming unworthy. However, finding the latest product at the
best price will make the customer be hooked more to the
product, hence embracing his or her loyalty to the product.
Through this, the personal connection can then be utilized in
enhancing brand loyalty.
Restricted Target Market
The Matunda Fresh Juice Company target market is more
specifically going to young adults, teenagers, as well as parents
who have young children. This audience is more relevant to the
products of the company because the locations where Matunda
products are emanating from having got high rates of obesity

that is in North America more especially in the juveniles.
Therefore, for this reason, a positive impact will be derived in
the area if the juvenile is targeted instead of the adults. Also
since the juveniles are the future generation of our great nation,
changing their taste besides enhancing their health life will
greatly help in creating an active generation for future
leadership and governance.
Target Market
4 Consumption for organic products is constantly rising as
people learn more on the benefits of carbonated non-alcoholic
juice. Matunda Fresh Juice Company intends to capitalize on the
increasing demand in the markets. The vast population of people
in North America will be the primary market for the company.
The company will provide its fresh juice products to smaller
market segments in the startup months. However, the company
will gradually enter the larger market segments. The company
will sell its products to both small scale customers and large-
scale customers.
There are numerous fruit vendors already dealing in fresh juice
products. The vendors will serve as a ready market for the
company's fresh juice products. Also, the majority of
households consume fresh fruit daily and the company intends
to supply the fresh fruit juice to the small-scale household
consumers. The fresh juice products are designed to suit people
of all ages, (Heyman& Abrams 2017). Fruit products have
always been perfect for promoting health. In North America, the
largest proportion of the population is aged between the age
brackets of 19 years to 45 years. The company will focus much
on attracting customers from this category of people.
Providing the different type of fruits is favorable to both the
male and female gender. However, some fruit products are more
attractive to one gender and less attractive to the other gender.
Matunda will provide a range of products designed to capture
the tastes and preferences of both male and female gender in the
markets. The company will sell to all customers in the market
regardless of education level. Also, the pricing policy adopted

for the fresh juice products will be one that suits the customer's
income and meets the company's profit margins desired.
Marketing Vehicles
4 The success of any brand is very much dependent on the level
of marketing done. There are various channels which may be
used as vehicles to facilitate advertisements and promotion of a
brand in the market. Matunda will mainly use the media to
advertise its fresh fruit products. In recent days, digital
platforms have gained so much influence on marketing
strategies, (Perreault, 2018). Therefore, the company will focus
on both digital and print media platforms.
Many households have a TV set making this an easy vehicle to
reach a multitude of people at one particular time. Matunda
Fresh Juice Company will pay for commercials in five of the
most popular TV stations as a strategy to increase brand
awareness. The company will also pay to have its adverts
carried on popular magazines especially those covering
nutrition topics. Social media is widely used by people across
the world, (Chaffey, D., & Smith, 2017). Matunda will advertise
its products on Facebook, Instagram and Twitter to extend the
volume of people reached.
Sponsoring events where a multitude of people has gathered is
also a strategic way of advertising and promoting a brand.
Matunda Fresh Juice Company will specifically sponsor one
event in each month. T-shirts and caps branded with the
company logo and name will be distributed for free at events.
This will be very crucial in reaching a larger base of people and
increasing brand awareness, (West, et al. 2015). 4 With all these
marketing vehicles effectively used, Matunda is sure of an
increase in its customer base and total sales for of the fresh
juice products.
3 Management and Organizational Plan
Management Structure and Style of Justification
Management Organization
1 Abraham (2014) depicts that a good management plan should
be made up of key members of the organization like employees,

members of the board of management and the management style
should be taken into consideration.
Key Employees
1 J.N, Bob, Clark, and Jay are core employees of Matunda Fresh
Juice Company. J.N refers to the ex-CEO of the company who
helped the company record a profit percentage of 28 % in the
year 2010. Clark is the ex-HR manager. Jay is the ex-manager
of ARN Inc, an organization concerned with the purchase and
supply of various goods. The combinations of these members
would aid the transformation of the company into something
new, firmly competitive in the industry.
Members of the Board of Management:
James is the chairman of the board and Kelly is the assistant
chairperson. The primary duties of the advisors will be
overseeing the well-being of the organization. It will be
extended to offering guidance to the members and who are
working within the low and high levels.
Management Style
1 The flow chart below denotes a management strategy for
Matunda Fresh Juice Company.
As depicted from the chart, GM will be in charge of the
organization. The HR and finance secretary will represent the
middles level. Research development officers, operations
officer, and product marketing officers remain at the bottom-
most level of management style.
Operational Plans Role of Operations Plan in Matunda
The role of operational plans towards the company is handling
the productivity systems of Matunda organization (Beach,
2017). The plans allow identification of resources as well as
system productivity well designed to deal with the
manufacturing of products. Operations plan requires the
utilization of a clear idea regarding the production design as
well as the deliverance of company objectives. Operational
management supply ranges from operational levels and strategic
levels. The operational process if a company entails several
processes which need to be executed systematically. Operational

procedures of given firms comprise of several distinctive
features (Beach, 2017). Operational plans of Matunda beverages
operational plan include cost of efficiencies, addressing
information problems and competitive advantage.
Key Aspects of Operations
Establishments of modern blending plant will be essential since
it will allow the company to produce more and quality bottled
beverages free of any possible health risk upon the consumers.
High chances are there that quality will be maintained
throughout the entire process since every task executed will be
computerized.
Cost and Time Efficiencies
1 Non-alcoholic beverage companies usually possess the
exemption of time and cost inefficiencies. Keeping the fact that
the company is anticipating to launch three more products,
whose prices will be different is a clear indication that
consumers belonging to different salary brackets will be in a
better position to afford the products (Bernhardt, 2017). This
will ensure that all consumers remain inclusive of the company
products, regardless of their income bracket. This will probably
ensure that company sales are high. Increased sales directly
translate to increased revenue, allowing the company to manage
better its production for maximum income.
Competitive Advantage
1 Matunda Fresh Juice Company has developed several
competitive strategies which will enhance its competitive
advantage among the non-alcoholic companies within the same
industry. Some of the procedure to be employed includes the
utilization of excellent advertisements approaches, together
with products branding through print ads. Efficient distribution
systems will be utilized in ensuring that there is an efficient
distribution system. This will produce a wide range of products
manufactured. Packaging of the products should be in a manner
that the cans and container’s used are harmless to the
environment (Beach, 2017).
Problems Addressed

1 Even though the company is planning to launch additional
products, the organization has tried hard and discussed some of
the existing issues that were initially identified. For instance,
the current capital was enough to sustain all the expected
company tasks. The solution to obtaining enough capital arrived
at the moment the external investors agreed to introduce
additional funding. Transportation of the products from
manufacturers to retailers was an issue but was solved through
the hiring of more trucks on a contract basis, a move that
ensured enough products reached the retailers (West, Ford, &
Ibrahim, 2015).
The Rationale for Competitive Advantage
Matunda Fresh Juice Company’s significant competitive
advantage is the use of an alternative product distribution
channel. Alternative strategies include the use of Direct Store
Delivery, utilization of the third-party distribution network as
well as the use of customer warehouse. Direct store delivery,
for example, lets the company reach the maximum number of
customers at any given time. The method also aids frequent
restocking of the sensitive products in the market. The
technique operates free of the startup costs because, therefore,
initiating it is straightforward.
How My Research Contributes To the Company
1 The marketing team of the company, as part of their study
regarding the developmental activities, will venture into
extensive online research; with efforts of obtaining enough facts
and figures as far as the competitors’ behaviors are concerned. 1
Complete information collected will enhance the management
when it comes to the identification of the most appropriate
actions to be taken (West, Ford, & Ibrahim, 2015).
Technology Plan
1 Technology requirements of any given company comprise of
hardware and software devices, interface needs as well as
telecommunications. Regarding the activities that Matunda is
engaged in, there are no significant reasons as to why the
company should adopt complicated systems. Technology

adoption will be fir accomplishing routine and straightforward
tasks like tax and revenue compilation and compilation and
evaluation of the customer's list.
The production plant will be installed with a computerized
machine. The role of the device will be monitoring the volume
of the beverages produced and packaged and the one remaining
(Maxworthy et al., 2018). Technology will be visible on the
company website. The website will be responsible for outlining
important issues ongoing within the company. The website will
also provide enough information for new customers with
assistance from 24/7 customer care assistance.
Telecommunication perspective will entail the purchase of
communication gadgets like mobile phones (Overbay, Mollette&
Vasu, 2018). Matunda Company will outsource personal needs.
The Rationale for Outsourcing Personnel Needs A Section
1 The primary reason behind the outsourcing of personal needs
is to enable the company to share potential risks, thus
minimizing both recruitment and operational costs. Risk
analysis and management is part of the most important aspects
which dictates campaign outcome; there is a need for taking
good care upon it. The company will attain this through the
hiring of external experienced risk managers (Maxworthy et al.,
2018). The hired members will play a significant role in
ensuring the right decisions are made regarding the system to be
utilized by the organization in order tracking and inventory
section. The outsourcing of personal needs is expected to cut
the costs that the company incurs. With the decrease in the
overall company costs, Matunda will be in a better position of
pricing its products to accommodate customers from all salary
products.
Matunda Fresh Juice Company Distribution Channel
Matunda Fresh Juice Company distribution channels will consist
of buying of ingredients as well as supplies online. The
production will be done on the rented premises of the company.
The delivery will be carried out by the use of the three company
vehicles which have already been purchased. Afterward,

Matunda Company will move to another location and it will
start buying as well as distributing in bulky before expanding
its business nationally and later internationally (McKenzie,
2015).
3 Ethics and Social Responsibility Plan
Matunda Fresh Juice Company has a plan of setting an
exemplary character to the community through working with the
welfare system to provide the less fortunate in society with
healthier options. The company as well as has a plan of working
with the state agencies for the purpose of coming up with a
program which will be like a rescue to the jobless as well as
homeless to earn a living as well as work skills by them being
allowed to work for Matunda on a contract basis which will be
temporary. It’s assumed that upon receiving the necessary skills
from the program, this group of people will have an upper hand
of securing a permanent job. Apart from this program, Matunda
is also planning to come up with a school program which will
particularly help in giving the necessary knowledge to the
juveniles concerning healthier choices besides establishing a
scholarship program for the students who have specifically
taken the initiatives of creating better living styles for them or
the society (McKenzie, 2015).
3 Environment Impact Assessment
Because Matunda isn't just about being healthy, but also to be
environmentally friendly, the company management intends to
make use of technology during the production stage to lower the
rate of emission as possible. 3 The company is in a move to
embrace the utilization of delivery services which specifically
values the environmental protection as much as possible so that
to ensure that the products of the company are channeled in an
environmental friendly format even when they are being passed
through the company’s distribution channels. The environmental
agencies will be our key partners whom we will be working
with to ensure that all the company's undertakings are carried
out within the law. The communities surrounding the company
and those entirely in the North America where the company is

based, who make an effort to create a friendly environment will
also be rewarded by the company's program which is being
developed (Ward, 2016).
3 Health Issues and Claims
As far as the company is a concern, making sure that all the
ingredients, as well as the bottling process, always meet the
standard requirements is very necessary. This is because the raw
materials being used in the process if not carefully handled
might cause very serious health issues to our esteemed
consumers. According to the company program, it will be
working closely with FDA to ensure that the company’s
growing products doesn’t any negative impacts to the
community as well as the consumers (McKeever, 2016).
Matunda Fresh Juice Company’s Financial Projections
Matunda Fresh Juice Company invested $30,000 of its capital. It
took an SBA loan of $600,000 together with $130,000 from an
investor. According to the company's financial projections, this
starting capital will fully cover its projected financial
requirements for the time being. By utilizing these figures
together with further research, it is anticipated that for the first
year in business, the company will make an approximate total
sales of $132,000 with a 2% revenue increase in each quarter of
the initial five years in business. It’s also estimated that a
breakeven point of $153,054 will be attained by the second
quarter of the 3rd year with mean sales amounting to $984,675.
The net profit for the first three years in business is
approximated at $432,000 for the first year, $612,450 for the
second year, and $1,080,302 for the third year. With the already
acquainted understanding of the competitive market, the
Matunda Fresh Juice Company has established a very detailed
financial scheme for the initial three years. This is specifically
meant to ensure that there is sustainability in the expansion
level of the company (Chambers, & Humble, 2017).
Return on Investment
According to the company's plan, there will be a strong move in
introducing new products as well as developments within the

company. For this reason, the anticipated return on investment
indicates that the % doubling after the 1st year and staying in
the range of 40 percent to 45 percent for a period of the next
four years. Since the Matunda had new products in the market,
it’s approximated that the percentage will increase. Also with
the strategic plan of the company which the company will
adopt, the error margin is anticipated to remain below 8%. With
the potential risk, a start-up company takes on Matunda is much
confident that the investment in this company will not have the
high risk which is usually applied while investing in the
beverage industry (Lynch, 2018).
Milestones · 2017 – launching the brand · February 2018 –
Achieving the investors · June 2018 – partnering with the state
assistance programs · February 2019 – breaking even · June
2019 – starting meeting with Coca-Cola on marketing as well as
market collaboration strategy · September 2019 – the initial
beginning of legal paperwork to partner with Coca-Cola · May
2020 – expansion of the target market · August 2020 – going
national
Exit Plan
In the situation whereby this proposed business plan doesn’t
develop as estimated, Matunda Fresh Juice Company will hold a
negotiation with Coca – Cola who the company is anticipating
to collaborate with to find the company doing with the financial
setbacks. The company has already initiated a plan of offering
the company's stock investments to the public after the fourth
year of business operations with an opinion of offering stock
earlier if it’s necessary. The other strategy which the company
will intend to execute before the company dissolving will be to
be purchased out by another firm that is within the beverage
industry and which have a close correlation with Coca – Cola
Company. With the close relationship, they will be at the upper
hand to acquire the company (Chambers, & Humble, 2017).
It must be stated clearly that the company will have to monitor
the business state for the first four years with a mutual
understanding that the company numbers will have to shift up

and down during this period. Executing the problem-solving
methods which were established to maintain the positive cash
flow of the company will be necessary since they established a
permanent market position. If for instance Matunda Fresh Juice
Company increases as well as cash flow continues to reduce,
and maybe the situation is the same from the previous times,
Matunda will opt to execute liquidating itself to minimize the
financial uncertainties of the company to the investors as well
as to the owners. This will start by selling the remaining
products as well as all the company's assets. And whatever the
debt of the company which remains, a payment plan will be
created to compensate the creditors. This payment plan that is
created must satisfy must have to satisfy all the creditors
without causing any financial strain with the company owners
(Burns, & Dewhurst, 2016).
References:
Abrams (2014). Successful marketing: Secrets & strategies. 1
Palo Alto, Calif: 2 The Planning Shop.
Beach, L. (2017). OPERATIONS PLAN.
Bernhardt, S. M. (2017). 1 Strategy Analysis and Business Plan
for Red Barn Farm (Doctoral dissertation, The College of St.
Scholastica).
Burns, P., & Dewhurst, J. (Eds.). (2016). Small business and
entrepreneurship. Macmillan International Higher Education.
Chambers, I., & Humble, J. (2017). Developing a Plan for the
Planet: 5 A Business Plan for Sustainable Living. Routledge.
Chambers, I., & Humble, J. (2017). Plan for the planet: 5 a
business plan for a sustainable world. Routledge.
4 Chaffey, D., & Smith, P. R. (2017). 4 Digital marketing
excellence: planning, optimizing and integrating online
marketing. Taylor & Francis.
Davcik, N. 4 S., & Sharma, P. (2016). 4 Marketing resources,
performance, and competitive advantage: A review and future
research directions. Journal of Business
Heyman, M. 4 B., & Abrams, S. A. (2017). 4 Fruit juice in
infants, children, and adolescents: current recommendations. 4

Pediatrics, 139(6), e20170967.
Lynch, M. (2018). Providence Health Care: Adult Day Care
Center Business Plan (Doctoral dissertation).
1 Maxworthy, J., Crawford, S. B., Sittner, B. J., Thomson, W.,
& Boese, T. A. (2018). 1 Defining the Role of Simulation
Operations.
McDONALD, M. A. L. C. O. L. M. (2016). 4 Strategic
marketing planning: theory and practice. The marketing book
(pp. 108-142). Routledge.
McKeever, M. (2016). How to write a business plan. No.
McKenzie, D. (2015). Identifying and spurring high-growth
entrepreneurship: Experimental evidence from a business plan
competition. The World Bank.
1 Overbay, A., Mollette, M., & Vasu, E. S. (2011). 1 A
technology plan that works. Educational Leadership, 68(5), 56-
59. 4 Research, 69(12), 5547-5552.
Perreault, W. D. (2018). 4 Essentials of marketing. New York: 4
Mc Graw Hill.
Ward, J. (2016). Keeping the family business healthy: How to
plan for continuing growth, profitability, and family leadership.
Springer.
West, D. 4 C., Ford, J., & Ibrahim, E. (2015). Strategic
marketing: 4 creating a competitive advantage. Oxford
University Press, USA.
Citations (5/5)
1. 1 Another student's paper
5. 5
https://www.woolworthsgroup.com.au/icms_docs/183396_2010_
AGM_Chairmans_Address.pdf
Matched Text
Suspected Entry: 64% match
Uploaded - Matunda Business Plan.docx
Matunda Fresh Juice Company Business Plan

Source - Another student's paper
Matunda Fresh Juice Co
Matunda Fresh Juice Company
Abraham (2014) depicts that a good management plan should be
made up of key members of the organization like employees,
should be taken into consideration
Abraham (2014) depicts that a good management plan should be
made up of key members of the organization like employees,
should be taken into consideration
J.N, Bob, Clark, and Jay are core employees of Matunda Fresh
Juice Company
J.N, Bob, Clark and Jay are core employees of Matunda
Company
J.N refers to the ex-CEO of the company who helped the
company record a profit percentage of 28 % in the year 2010
J.N refers to the ex-CEO of the company who helped the
company record a profit percentage of 28 % in the year 2010
Clark is the ex-HR manager

Clark is the ex-HR manager
Jay is the ex-manager of ARN Inc, an organization concerned
with the purchase and supply of various goods
Jay is the ex-manager of ARN Inc, an organization concerned
with the purchase and supply of various goods
The combinations of these members would aid the
transformation of the company into something new, firmly
competitive in the industry
The combination of these members would aid the transformation
of the company into something new, firmly competitive in the
industry
Members of the Board of Management
Members of the Board of Management
chairperson
chairperson
The primary duties of the advisors will be overseeing the well-
being of the organization
The primary duties of the advisors will be overseeing the well
being of the organization

It will be extended to offering guidance to the members and
who are working within the low and high levels
it will be extended to offering guidance to the members and who
are working within the low and high levels
The flow chart below denotes a management strategy for
Matunda Fresh Juice Company
The flow chart below denotes a management strategy for
Matunda company
organization
organization
The HR and finance secretary will represent the middles level
The HR and finance secretary will represent the middles level
Research development officers, operations officer, and product
marketing officers remain at the bottom-most level of
management style
Research development officers, operations officer and product
marketing officers remain at the bottom-most level of
management style

Operational Plans Role of Operations Plan in Matunda
Role of operations plan in Matunda
the productivity systems of Matunda organization (Beach, 2017)
the productivity systems of Matunda organization (Beach, 2017)
The plans allow identification of resources as well as system
productivity well designed to deal with the manufacturing of
products
The plans allow identification of resources as well as system
productivity well designed to deal with the manufacturing of
products
Operations plan requires the utilization of a clear idea regarding
the production design as well as the deliverance of company
objectives
Operations plan requires the utilization of a clear idea regarding
the production design as well as the deliverance of company
objectives
Operational management supply ranges from operational levels
and strategic levels
Operational management supply ranges from operational levels
and strategic levels

The operational process if a company entails several processes
which need to be executed systematically
The operational process if a company entails several processes
which need to be executed systematically
Operational procedures of given firms comprise of several
distinctive features (Beach, 2017)
Operational procedures of given firms comprise of several
distinctive features (Beach, 2017)
Operational plans of Matunda beverages operational plan
include cost of efficiencies, addressing information problems
and competitive advantage
Operational plans of Matunda beverages operational plan
include const of efficiencies, addressing information problems
and competitive advantage
Key Aspects of Operations
Key aspects of operations
beverages free of any possible health risk upon the consumers

beverages, free of any possible health risk upon the consumers
computerized
computerized
Non-alcoholic beverage companies usually possess the
exemption of time and cost inefficiencies
Cost and time efficiencies Non-alcoholic beverage companies
usually possess the exemption of time and cost inefficiencies
Keeping the fact that the company is anticipating to launch
three more products, whose prices will be different is a clear
indication that consumers belonging to different salary brackets
will be in a better position to afford the products (Bernhardt,
2017)
Keeping the fact that the company is anticipating to launch
three more products, whose prices will be different is a clear
indication that consumers belonging to different salary brackets
will be in a better position to afford the products (Bernhardt,
2017)
This will ensure that all consumers remain inclusive of the
company products, regardless of their income bracket
This will ensure that all consumers remain inclusive of the

company products, regardless of their income bracket
This will probably ensure that company sales are high
This will probably ensure that company sales are high
Increased sales directly translate to increased revenue, allowing
the company to manage better its production for maximum
income
Increased sales directly translate to increased revenue, allowing
the company to manage better its production for maximum
income
Matunda Fresh Juice Company has developed several
competitive strategies which will enhance its competitive
advantage among the non-alcoholic companies within the same
industry
Matunda Company has developed several competitive strategies
which will enhance its competitive advantage among the non-
alcoholic companies within the same industry
Some of the procedure to be employed includes the utilization
of excellent advertisements approaches, together with products
branding through print ads
Some of the procedure to be employed include the utilization of
excellent advertisements approaches, together with products
branding through print ads

Efficient distribution systems will be utilized in ensuring that
there is an efficient distribution system
Efficient distribution systems will be utilized in ensuring that
there is an efficient distribution system
This will produce a wide range of products manufactured
This will produce a wide range of products manufactured
Packaging of the products should be in a manner that the cans
and container’s used are harmless to the environment (Beach,
2017)
Packaging of the products should be in a manner that the cans
and container’s used are harmless to the environment
Even though the company is planning to launch additional
the existing issues that were initially identified
Even though the company is planning to launch additional
the existing issues that were initially identified
For instance, the current capital was enough to sustain all the
expected company tasks
For instance, the current capital was enough to sustain all the
expected company tasks

The solution to obtaining enough capital arrived at the moment
the external investors agreed to introduce additional funding
The solution to obtaining enough capital arrived at the moment
the external investors agreed to introduce additional funding
Transportation of the products from manufacturers to retailers
was an issue but was solved through the hiring of more trucks
on a contract basis, a move that ensured enough products
reached the retailers (West, Ford, & Ibrahim, 2015)
Transportation of the products from manufacturers to retailers
was an issue but was solved through the hiring of more trucks
on a contract basis, a move that ensured enough products
reached the retailers
The Rationale for Competitive Advantage
The rationale for competitive advantage
Matunda Fresh Juice Company’s significant competitive
advantage is the use of an alternative product distribution
channel
Matunda's significant competitive advantage is the use of an
alternative product distribution channel
Alternative strategies include the use of Direct Store Delivery,
utilization of the third-party distribution network as well as the
use of customer warehouse
Alternative strategies include the use of Direct Store Delivery,

utilization of the third-party distribution network as well as the
use of customer warehouse
Direct store delivery, for example, lets the company reach the
maximum number of customers at any given time
Direct store delivery, for example, lets the company reach the
maximum number of customers at any given time
The method also aids frequent restocking of the sensitive
products in the market
The method also aids frequent restocking of the sensitive
The technique operates free of the startup costs because,
therefore, initiating it is straightforward
The technique operates free of the startup costs because,
therefore, initiating it is straightforward
The marketing team of the company, as part of their study
regarding the developmental activities, will venture into
extensive online research
How my research contributes to the company The marketing
team of the company, as part of their study regarding the
developmental activities, will venture into extensive online
research, with efforts of obtaining enough facts and figures as
far as the competitors’ behaviours are concerned

actions to be taken (West, Ford, & Ibrahim, 2015)
actions to be taken
Technology requirements of any given company comprise of
hardware and software devices, interface needs as well as
telecommunications
Technology requirements of any given company comprise of
both hardware and software devices, interface needs as well as
telecommunications
Regarding the activities that Matunda is engaged in, there are
no significant reasons as to why the company should adopt
complicated systems
Regarding the activities that Matunda Company is engaged in,
there are no significant reasons as to why the company should
adopt complicated systems
Technology adoption will be fir accomplishing routine and
straightforward tasks like tax and revenue compilation and
compilation and evaluation of the customer's list
Technology adoption will be fir accomplishing routine and
straightforward tasks like tax and revenue compilation and
compilation and evaluation of the customer's list

machine
machine
The role of the device will be monitoring the volume of the
beverages produced and packaged and the one remaining
(Maxworthy et al., 2018)
The role of the device will be monitoring the volume of the
beverages produced and packaged and the one remaining
(Maxworthy et al., 2018)
Technology will be visible on the company website
Technology will be visible on the company website
The website will be responsible for outlining important issues
ongoing within the company
The website will be responsible for outlining important issues
ongoing within the company
The website will also provide enough information for new
customers with assistance from 24/7 customer care assistance
The website will also provide enough information for new
customers with assistance from 24/7 customer care assistance

communication gadgets like mobile phones (Overbay, Mollette&
Vasu, 2018)
communication gadgets like mobile phones (Overbay, Mollette
& Vasu, 2018)
Matunda Company will outsource personal needs
Matunda Company will outsource personal needs
The primary reason behind the outsourcing of personal needs is
to enable the company to share potential risks, thus minimizing
both recruitment and operational costs
The rationale for outsourcing personnel needs a section The
primary reason behind the outsourcing of personal needs is to
enable the company to share potential risks, thus minimizing
both recruitment and operational costs
Risk analysis and management is part of the most important
aspects which dictates campaign outcome
Risk analysis and management is part of the most important
aspects which dictates campaign outcome
there is a need for taking good care upon it
there is a need for taking good care upon it
The company will attain this through the hiring of external

experienced risk managers (Maxworthy et al., 2018)
The company will attain this through the hiring of external
experienced risk managers (Maxworthy et al., 2018)
The hired members will play a significant role in ensuring the
right decisions are made regarding the system to be utilized by
the organization in order tracking and inventory section
The hired members will play a significant role in ensuring the
right decisions are made regarding the system to be utilized by
the organization in order tracking and inventory section
The outsourcing of personal needs is expected to cut the costs
that the company incurs
The outsourcing of personal needs is expected to cut the costs
that the company incurs
With the decrease in the overall company costs, Matunda will
be in a better position of pricing its products to accommodate
customers from all salary products
With the decrease in the overall company costs, Matunda will
be in a better position of pricing its products to accommodate
customers from all salary products
Matunda Fresh Juice Company Distribution Channel

Palo Alto, Calif
Palo Alto, Calif
Strategy Analysis and Business Plan for Red Barn Farm
(Doctoral dissertation, The College of St
Strategy Analysis and Business Plan for Red Barn Farm
(Doctoral dissertation, The College of St
Maxworthy, J., Crawford, S
Maxworthy, J., Crawford, S
B., Sittner, B
B., Sittner, B
J., Thomson, W., & Boese, T
J., Thomson, W., & Boese, T
Defining the Role of Simulation Operations
Defining the Role of Simulation Operations
Overbay, A., Mollette, M., & Vasu, E
Overbay, A., Mollette, M., & Vasu, E

A technology plan that works
A technology plan that works
Educational Leadership, 68(5), 56-59
Educational Leadership, 68(5), 56-59
The Matunda Fresh Juice Company is a non-alcoholic beverage
company which was established on the Northern side of the
United States
The non-alcoholic beverage company for choice is fresh juice
manufacturing firm named Matunda Company
The entity intends to produce and distribute fresh juices made
from natural fruits which include mango, pineapple, oranges
among many other local fruits varieties
The entity intends to produce and distribute fresh juices made
from mango, pineapple, oranges among many other local fruits
varieties
The name ‘Matunda’ signifies the urge to connect with nature
fruitfully
The name ‘matunda’ signifies the urge to connect with nature
fruitfully
The motive for producing and selling the products is to improve

the overall health of the population while earning profitability
for growth and Corporate Social Responsibility (CSR)
initiatives
The motive for producing and selling the products is improving
the overall health of the population while earning profitability
for growth and CSR initiatives
This revised non-alcoholic company aims at restoring the
standards of production of fresh juice using organic farm
produce
The revised non-alcoholic company aims at restoring the
standards of production of fresh juice using organic farm
produce
The mission for Matunda Fresh Juice manufacturing company is
to become the leading health-conscious fresh juice distributor in
North America, through the provision of the naturally
manufactured fruits products at affordable prices while
maintaining relations with customers (Abrams, 2003, p
The mission for Matunda juice manufacturer is to become the
leading health-conscious fresh juice distributor in North
America providing products at affordable prices while
maintaining relations with customers (Abrams, 2003, p
elements in the body

elements in the body
The company envisions the possibility of carving a niche as
leading brand suppliers for health-conscious drinks to
consumers
The company envisages the possibility of carving a niche as
leading brand suppliers for health-conscious drinks to
consumers
Matunda plans to operate sustainably by capitalizing on the
needs of consumers, then deploying strategies that ensure that
the production and distribution prioritize the well-being of the
target population
Matunda plans to operate sustainably by capitalizing on the
needs of consumers, then deploying strategies that ensure that
the production and distribution prioritizes the well-being of the
target population
According to the trends in the market, non-alcoholic beverage
firms are targeting health-conscious consumers (Olsen, 2011)
According to the trends in the market, non-alcoholic beverage
firms are targeting health-conscious consumers (Olsen, 2011)
However, the ventures provide misleading information
concerning the nutritional components of the beverages supplied
to consumers

However, the ventures provide misleading information
concerning the nutritional components of the beverages supplied
to consumers
The businesses are instead prioritizing profitability in opting to
invest in scientific technologies that integrate preservatives as
natural components for consumables
The businesses are instead prioritizing profitability in opting to
invest in scientific technologies that integrate preservatives as
natural components for consumables
organic products
organic products
Interestingly, the significant majority of products available in
stores in the US is carbonated and has a long shelf life
Interestingly, the significant majority of products available in
the stores in the US is carbonated and has a long shelf life
The consumers use artificial sugars in the production of the
components
The consumers use artificial sugars in the production of the
components

Additionally, trends indicate that manufacturers invest massive
funds in promoting the products as opposed to concentrating on
addressing health concerns related to the consumption of
nonalcoholic beverages (Olsen, 2011)
Additionally, trends indicate that manufacturers invest massive
funds in promoting the products as opposed to concentrating on
addressing health concerns related to the consumption of
nonalcoholic beverages (Olsen, 2011)
In the US, the demand for juices is on the rise with at least each
household consuming the products daily
In the US, the demand for juices is on the rise with at least each
household consuming the products daily
The figures surpass the demands for dairy products
The figures surpass the demands for dairy products
The chances of the demand growth are high due to sensitization
by the media
The chances of the demand growth are high due to sensitization
by the media
consuming natural organic food components
consuming natural organic food components

Another discussion concerning the use of nonalcoholic
beverages revolves around the surge in genetically produced
contents
Another discussion concerning the use of nonalcoholic
beverages revolves around the surge in genetically produced
contents
The suitable strategic position for Matunda entails focusing on
customer perception factors after product developments as a
(Abrams, 2003, p
The suitable strategic position for Matunda entails focusing on
customer perception factors after product developments as a
(Abrams, 2003, p
The objective for the selection of the strategy is providing a
product that differentiates Matunda Fresh Juices Company from
other carbonated and non-carbonated drink available in the
markets
The objective for the selection of the strategy is providing a
product that differentiates Matunda Fresh Juices from other
carbonated and non-carbonated drink available in the markets
The company intends to realize the goal by liaising with
producers of organic fruits from farms capable of supplying
high-quality fresh fruits

The company intends to realize the goal by liaising with
producers of organic fruits from farms capable of supplying
high-quality fresh fruits
supply chain in distributing the final product to the markets
supply chain in distributing the final product to the markets
The branding will also take place
The branding will also take place
However, the focus on quality, pricing, and timely distribution
will help differentiate Matunda juices from the rest of the
However, the focus on quality, pricing and timely distribution
will help differentiate Matunda juices from the rest of the
Matunda Fresh Juice Company will establish a partnership with
convenience/grocery stores in different parts of the country then
set up outlet within the store to engage directly with consumers
of the products
Matunda will establish a partnership with convenience/grocery
stores in different parts of the country then set up outlet within
the store to engage directly with consumers of the products

Sports venues will equally feature among the places for
distributing the juices
Sports venues will equally feature among the places for
distributing the juices
Hired vans will help in reaching the distribution venues
Hired vans will help in reaching the distribution venues
Matunda will engage sellers to know about the products nutrient
composition and health benefits in all distribution venues
Matunda will engage sellers knowledgeable about the products
nutrient composition and health benefits in all distribution
venues
The personnel will provide consumers critical information
related to the beverages such as price, and values as well as
assurance on quality
The personnel will provide consumers critical information
related to the beverages such as price, and values as well as
assurance on quality
The team will equally engage in after-sales services then solicit
feedback of consumers on the same product
The team will equally engage in after-sales services then solicit
feedback of consumers on the same product

The sales team will maintain contact with consumer to enable
distribution based on orders on subsequent demands for the
same products
The sales team will maintain contact with consumer to enable
distribution based on orders on subsequent demands for the
same products
Matunda will also consider collaborating with reputable fruit
suppliers like Luba Fresh in reaching consumers in new markets
Matunda will also consider collaborating with reputable fruit
suppliers like Luba Fresh in reaching consumers in new markets
The possible risks that might interfere with Matunda operations
are a market risk in the form of regulatory distribution
demanding that non-alcoholic beverage company disclose the
details of the contents of juices supplied to consumers
The possible risks that might interfere with Matunda operations
are market risk in the form of regulatory distribution demanding
that non-alcoholic beverage company disclose the details of the
contents of juices supplied to consumers
The restriction on packaging and demands for regular health
inspection by FDA official might affect the operations
The restriction on packaging and demands for regular health
inspection by FDA official might affect the operations

The rising concern on the use of genetically modified organism
also poses a threat in productions of nonalcoholic beverage
firms
The rising concern on the use of genetically modified organism
also poses a threat in productions of nonalcoholic beverage
firms
However, in the case of Matunda, the restriction on labeling and
packaging bears the risk of affecting the profits of the venture
However, in the case of Matunda, the restriction on labeling and
packaging bears the risk of affecting the profits of the venture
The company might struggle to comply with safety requirements
that dictate the mode of production and distribution of
nonalcoholic beverages
The company might struggle to comply with safety requirements
that dictate the mode of production and distribution of
nonalcoholic beverages
The third risk is a surge in carbonated drinks that makes it
difficult to differentiate organic products from synthesized
commodities is technology risk
The third risk is a surge in carbonated drinks that makes it
difficult to differentiate organic products from synthesized
commodities is technology risk
Matunda plans to mitigate the concern by developing a
production chain that prioritizes technology that ensures the

safety of the products than produce a differentiated product
(Abrams, 2003, p
Matunda plans to mitigate the concern by developing a
production chain that prioritizes technology that ensures the
safety of the products then produce differentiated product
(Abrams, 2003, p
The communication of the same to the inspectors from the FDA
will follow
The communication of the same to the inspectors from the FDA
will follow
The management plans to liaise directly with framers to ensure
the supply of high quality, safe fruits
The management plans to liaise directly with framers to ensure
the supply of high quality, safe fruits
Additionally, Matunda will label the products appropriately
Additionally, Matunda will label the products appropriately
The exploration of the strengths of the firm indicates that the
consumers
The exploration of the strengths of the firm indicates that the
consumers

The same sense of brand loyalty combined with excellent
customer service will lure consumers into shopping the brand
The same sense of brand loyalty combined with excellent
customer service will lure consumers into shopping the brand
The firm has competent personnel and invests in the latest
technologies
The firm has competent personnel and invests in the latest
technologies
The weakness of the firm is that producers depend on
organically produced fruits, thus making its difficult
manufacturing the same products in large quantities
The weakness of the firm is that producers depend on
organically produced fruits, thus making its difficult
manufacturing the same products in large quantities
The marketing techniques exploited might fail to entice
consumers if the firm fails to segment the market properly
The marketing techniques exploited might fail to entice
consumers if the firm fails to segment the market properly
The opportunities that Matunda can exploit include supplying
high-quality fresh produce to healthy conscious consumers
whose population is rising globally
The opportunities that Matunda Company can exploit include

supplying high-quality fresh produce to healthy conscious
consumers whose population is rising globally
There is a growing demand for reliable supplies of fresh organic
products
There is a growing demand for reliable supplies of fresh organic
products
The well elaborate distribution chain will enable the suppliers
to reach wider target markets
The well elaborate distribution chain will enable the suppliers
to reach wider target markets
The threat to Matunda operations are manufacturers of dairy
existing markets
The threat to Matunda operations are manufacturers of dairy
existing markets
The increased regulation on non-alcoholic beverage production
is a threat to operations
The increased regulation on non-alcoholic beverage production
is a threat to operations
The limited expertise in terms of employee's knowledge about
the products is also a threat to future progression

The limited expertise in terms of employee’s knowledge about
the products is also a threat to the future progression
Matunda Fresh Company SWOT Analysis
Matunda Fresh Juices Company
The Planning Shop
The Planning Shop
The world of non-alcoholic drinks market is actually in high
demand majorly in two regions that is North America and
Europe
The global nonalcoholic drinks market is in high demand in two
regions of North America and Europe
The market continues to enjoy tremendous growth, and the
industry competition initiates the introduction of new products
as well as flavors besides innovative packaging which gives a
sustainable format for the growth rate to continue growing
The market continues to enjoy a steady rate of growth, and the
completion within the industry continues to introduces new
products flavors, and innovative packaging which provides a
sustainable format for the growth rate to continue growing
Company Strategic Position

Company Strategic Position
e) Increase in the cost of suppliers
suppliers cost increase
The market strategy that Matunda Fresh Juice Company will be
utilizing is the personal connection with the company’s target
audience which the company’s major competitors can no longer
achieve
Competitive Strategy Market strategy that Serra Beverage
Company is using the personal connection with our target
audience that our major competitors can no longer achieve
Management and Organizational Plan
Management and Organization Plan
Management Structure and Style of Justification
Management Structure and Style Justification
Ethics and Social Responsibility Plan
Ethics and Social Responsibility Plan Corporate Citizenship
Matunda Fresh Juice Company has a plan of setting an
exemplary character to the community through working with the
welfare system to provide the less fortunate in society with

healthier options
Sierra Beverage company plans to set an example to the
community by working with the welfare system in order to
provide the less fortunate with healthier options
Environment Impact Assessment
Environmental Impact Assessment
The company is in a move to embrace the utilization of delivery
services which specifically values the environmental protection
as much as possible so that to ensure that the products of the
company are channeled in an environmental friendly format
even when they are being passed through the company’s
distribution channels
Using a delivery service that values environmental protection as
much as we do so that our products are still been distributed in
an environmental friendly format even when we pass it on to
our distribution channels
Health Issues and Claims
Health Issues and Claims
Competition in the Market
Competition in the Market

alcoholic beverages in the markets
alcoholic beverages in the markets
Some of the large companies like Coca-cola and Pepsi have also
ventured into the business of fresh juice
Some of the large companies like Coca cola and Pepsi have also
ventured into the business of fresh juice
Other formidable competitors in the market include
Other formidable competitors in the market include
Picana, Tropical fruit, and Gatorade sports drink
Picana, Tropical fruit, and Gatorade sport drink
There are also numerous suppliers of tea and coffee beverages
in the market such as Starbucks and Dunkin's
There are also numerous suppliers of tea and coffee beverages
in the market such as Starbucks and Dunkin’s
produce their products with zero carbonation and zero chemicals
produce their products with zero carbonation and zero chemicals

This provides a perfect opportunity for Matunda to capitalize on
This provides a perfect opportunity for Matunda company to
capitalize on
The society is now more than ever, very interested in organic
products that are not processed using chemicals, (Heyman&
Abrams 2017)
The society, is now more than ever, very interested in organic
products that are not processed using chemicals, (Heyman &
Abrams 2017)
increasing cases of lifestyle-related illnesses
increasing cases of lifestyle related illnesses
Much of the illnesses are said to emanate from the excessive
consumption of processed food products
Much of the illnesses are said to emanate from the excessive
consumption of processed food products
As society looks for options to migrate from processed foods,
Matunda Fresh Juice Company offers a way out through its
fresh fruit juices
As society looks for options to migrate from processed foods,
Matunda Juice Company offers a way out through its fresh fruit

juices
To gain roots in the competitive markets, Matunda will
introduce a range of fresh fruit juices that are not processed or
carbonated
To gain roots in the competitive markets, Matunda will
introduce a range of fresh fruit juices that are not processed or
carbonated
This will be a good way of horizontally differentiating the
products to gain a competitive advantage, (McDONALD, 2016)
This will be a good way of horizontally differentiating the
products to gain a competitive advantage, (McDONALD, 2016)
promote awareness of the fresh fruit products in the market
promote awareness of the fresh fruit products in the market
The company intends to provide customers with an affordable
quality product that will improve their welfare
The company intends to provide customers with an affordable
quality product that will improve their welfare
Products delivered by the company will be of the highest
quality and in compliance with FDA standards

Products delivered by the company will be of highest quality
and in compliance with FDA standards
The company intends to partner with other producers of fresh
fruit such as Luba
The company intends to partner with other producers of fresh
fruit such as Luba
Pricing of the products will be strategically designed to increase
the competitive advantage, (West, et al
Pricing of the products will be strategically designed to increase
the competitive advantage, (West, et.al., 2015)
Also, the company will use unique packages to facilitate easy
differentiation of products
Also, the company will use unique packages to facilitate easy
differentiation of products
To increase competitive advantage and gain a good grip on the
advertisements and promotions
To increase competitive advantage and gain good grip of the
advertisements and promotions
To facilitate product differentiation and enhance the
identification of viable marketing vehicles, the company has

formulated the five F's strategy
To facilitate product differentiation and enhance identification
of viable marketing vehicles, the company has formulated the
five F’s strategy
Function, finances, freedom, feeling, and future, as follows
Function, finances, freedom, feeling, and future, as follows
The major goal of the company is to high-quality fresh fruit
juices that are 100% organic
The major goal of the company is to high quality fresh fruit
juices that is 100% organic
health is also a primary goal for the company
Bettering the customers’ health is also a primary goal for the
company
The fresh fruit juice produced by Matunda will serve as a
dietary supplement to boost health
The fresh fruit juice produced by Matunda will serve as a
dietary supplement to boost health Finances
The pricing policy of the company will be based on the
consumer's interests
“Value for what is worth.” The pricing policy of the company

will be based on consumer’s interests
economic classes can afford the juice
economic classes can afford the juice
“You need it, we’ve got it.” The company’s fresh fruit juice
products will be sold to our customers for 24 hours each day
“You need it, we’ve got it.” The company’s fresh fruit juice
products will be sold to our customers for 24 hours each day
Matunda will set up shop in various restaurants and cafes to
enable our customers to access our products at ease
Matunda will set up shop in various restaurants and cafes to
enable our customers to access our products at ease
various towns to allow the freedom to choose
various towns to allow the freedom to choose
All company staff will receive training in effective customer
relations

“We value our customers.” All company staff will receive
training on effective customer relations
This will ensure that our customers are served well and
accorded the respect they deserve
This will ensure that our customers are served well and
accorded the respect they deserve
Matunda Fresh Juice Company intends to establish customers’
loyalty clubs which will be perfect for fostering good customer
relations as we progress to the future
Matunda Juice Company intends to establish customers’ loyalty
clubs which will be perfect for fostering good customer
relations as we progress to the future
Consumption for organic products is constantly rising as people
learn more on the benefits of carbonated non-alcoholic juice
Consumption for organic products is constantly rising as people
learn more on the benefits of carbonated non-alcoholic juice
Matunda Fresh Juice Company intends to capitalize on the
increasing demand in the markets
Matunda Juice Company intends to capitalize on the increasing
demand in the markets
The vast population of people in North America will be the
primary market for the company

The vast population of people in North America will be the
primary market for the company
market segments in the startup months
market segments in the startup months
However, the company will gradually enter the larger market
segments
However, the company will gradually enter the larger market
segments
The company will sell its products to both small scale
customers and large-scale customers
The company will sell its products to both small scale
customers and large-scale customers
products
products
The vendors will serve as a ready market for the company's
fresh juice products

The vendors will serve as a ready market to the company’s fresh
juice products
Also, the majority of households consume fresh fruit daily and
the company intends to supply the fresh fruit juice to the small-
scale household consumers
Also, majority of households consume fresh fruit on a daily
basis and the company intends to supply the fresh fruit juice to
the small-scale household consumers
The fresh juice products are designed to suit people of all ages,
(Heyman& Abrams 2017)
The fresh juice products are designed to suit people of all ages,
(Heyman & Abrams 2017)
Fruit products have always been perfect for promoting health
Fruit products have always been perfect for promoting health
In North America, the largest proportion of the population is
aged between the age brackets of 19 years to 45 years
In North America, the largest proportion of the population is
aged between the age bracket of 19 years to 45 years
The company will focus much on attracting customers from this
category of people
The company will focus much on attracting customers from this

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