1. Understanding and developing a business
case for new venture
By: Mehroze Sultan
To: Mr. Ali Agah
Unit: Y/601/0546
i

2. Acknowledgements:
I highly appreciate the courage to our respected Mr. Ali Agha for their valuable guidance,
scholarly criticism, untiring help and enlightened supervision during the whole project and
making of the report.
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3. Executive Summary:
This report is about the understanding and developing a new venture (Moonshine) for a Local
Corporate Group (LCG). This report is mainly concerned with the legal structure, mission, vision,
goals, objectives, market growth and customer service strategy of Moonshine. This report
consists on the discussion of Stakeholders of Moonshine and policy to handle each stakeholder.
This report shows the justification for behavior of luxury goods and the financial prospect of
Moonshine. The analysis of different companies from food and beverage sector of Pakistan is
included in this report.
Moreover, detailed discussion about documentation and analysis of the responsibilities of
Moonshine are also part of this report. .
There are numbers of recommendations for Moonshine have been written in this report to
become more efficient and successful company.
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4. Table of Contents:
2. Acknowledgements…....................................................................ii
3. Executive Summary…………………………………………..………….………….iii
4. Table of Contents……………………………………………………….………….…IV
5. Company Name…...........................................................................5
6. Legal Structure………………………………………………………………………….6
7. Vision, Mission, Goals and Objectives……………………………………….7
8. Market share……….……………………………………………………………………8
9. Expected growth……………………….……………………………………………..10
10. Customer Service Strategy………………..……………………………………11
11. Stakeholders…………………………………………………………………….…….15
12. Financial prospect…………………..………………………………………………18
13. Marketing material………………………………………………………………….19
14. Administrative material…….……………………………………………………..20
15. Ethical responsibilities……………………………………………………………..21
16. Occupational health and safety………………………………………………..22
17. Bibliography……………………………………………………………………………..23
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5. Moonshine
“A rich chocolate laced with finest coco”
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6. Legal structure
LCG is going to introduce moon shine as a separate subsidiary and will have the following
compensation:
 Tax advantages
 Legal protection
 Share profit and losses
 Liabilities and credit claims
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7. Mission:
We at moonshine chocolates choose to be the leader in the luxury chocolates, setting the
standard by which all others are judged.
Vision:
Our vision is to market our chocolate internationally giving all the people around the globe the
opportunity to become loyal customers of a great product.
Goals:
To provide a product with highest order of quality and service.
To work globally.
To constantly reinvent, innovate and implement ideas.
To create a health and lively community by sharing knowledge and unwrapping human
potential in an environment of mutual respect.
To become a market leader.
Environmental responsibilities.
Objectives:
 Diversification to increase profitability through greater sales volume obtained from
products and new markets.
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8.  Making and selling new product in order to guarantee growth.
 The major objective of the company is profit maximization to guarantee company
survival.
 Sales maximization.
 Improve product image by product development.
Market Share:
Luxury chocolate represents a dynamic market in many parts of the world, with global sales
having risen by over 18% within the last year.
A new report predicts that the global chocolate market will grow to $98.3 billion in 2016 from
the $83.2 billion it was at in 2010. The report - “Global Chocolate, Cocoa Beans, Lecithin, Sugar
and Vanilla Market by Market Share, Trade, Prices, Geography Trend and Forecasts (2011-
2016)” - was conducted by Markets and Markets (M&M). It shows that factors including the
health benefits of chocolate, the large variety of applications and seasonal and festive sales all
are expected to play a role in increasing the market.
But the market of luxury chocolate is predicted that global luxury chocolate market will grow to
around US$12.9bn by 2012, from $6.95bn in 2007, on the back of growing awareness of
premium chocolate, a widening consumer base, increasing consumer willingness to trade up,
and continued emphasis on new product development. But in spite of recent growth, luxury
products still represent less than 10% of the global chocolate market.
Some of the reports state that use of luxury chocolate is increasing immensely in most parts of
Europe and US, this type of chocolate expenditure is increasing, purchasers of luxury chocolate
are no longer confined to the higher income groups but the other classes of people are actively
buying this.
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9. Source: Author & icco
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10. Expected growth:
Chocolate offers very wide range of occasions to guarantee growth. Growth will be ensured by
innovation and making and selling new products, which will result in profit maximization.
One of the primary demand drivers for chocolate and other sweets is consumer taste, and
consumers continue to love chocolate. A recent study showed that 91% of females and 87% of
males consume chocolate products. But the taste for chocolate is now expanding into highly
populated nations with a growing middle class for example Pakistan, China and India. Rising
disposable incomes and changing tastes will continue to drive growth in the industry overseas,
just as improving domestic economic conditions increase sales at home.
The luxury chocolates have astonished many marketers and business observers with there
continue sales and growth even during the time of recession.
Profitability for large confection and candy producers is derived from manufacturing and supply
chain efficiency, as well as effective marketing. Smaller companies look to offer premium or
specialty products. For all companies involved in the chocolate industry, however, rising
commodity prices can be cause for concern. Cocoa prices can be exceedingly variable as it is
largely grown in developing nations with often unstable political situations. Recent turmoil in
the Ivory Coast, the largest producer of cocoa, has caused prices to skyrocket for the beans.
Lack of access to modern insecticides and fertilizers also makes production less predictable.
Large producers of cocoa manage and absorb much of this risk, but will begin to pass on higher
prices beyond a certain point.
There are a number of trends within the chocolate industry that are driving growth and product
innovation:
 New product release in industry in 2011 increased by 16%.
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11.  Chocolates have been experiencing the fastest growth, and sales are expected to
enlarge 13% between 2010 and 2015.
 Holidays, birthdays, chocolate are a flexible gift for many occasions.
 Seasonal and boxed assorted chocolates have been experiencing the fastest growth.
Customer Service strategy:
Recruit and train the right people:
People with the right attitude are essential to building a successful customer service approach –
“hire for attitude, train for skills” should be the maxim. Once in place, a planned training
programmed in both job skills and people skills must be maintained. This is not an area for cost
cutting if the market gets tough. Consider formal customer service qualifications for all staff.
Happy Staff = Happy Customers:
Staff retention is crucial to your organization improving customer service excellence. Research
shows clearly that staff stays when they are happy and respect the organization for which they
work. Efforts should therefore be directed at recognition and development programmed to
determine potential, and a well-though–out career plan structure.
Manage customer relationships:
Everyone loves special treatment. Once you have established a track record and some history
about your customers, you can begin to identify and reward your most valuable ones. Perhaps
you can offer a special discount or make a follow-up call to those who have needed recent
repair work. There are many imaginative ways to reward customer loyalty.
Recognize the importance of customer loyalty:
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12. It is essential to keep the good customers you already have, and gain their loyalty. Loyal
customers are active advocates of your organization, and they also tend to be more profitable,
more interested in helping you improve your products and services, and more forgiving of your
occasional mistakes.
Welcome complaints:
Complaints are free market research and should be welcomed.
1) Ensure that you are hearing about all of them.
2) Resolve brilliantly the ones you get.
3) Stop them being repeated.
4) Learn lessons and pass these on to others. This might even lead to a short-term increase in
complaints, but this is artificial – you always had them but didn’t know about it.
Utilize tools with caution – contact centers, CRM,
and other tools:
If any of these things are being introduced primarily to reduce costs then it is doubtful whether
real improvements in service levels will be gained, especially in the long term. If they are to be
considered as an integral part of a strategy which is about improving customer service, one or
more of them could be very useful. There are no quick fixes in improving customer service, but
there can be some quick wins.
Know your customers:
A formal method of tracking your customer interactions will help to identify the best
customers, as well as those who have stopped visiting your business and need to be persuaded
back.
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13. Behavior of luxury goods:
A report released by UBS shows that last year, 50% of the world luxury revenue comes from
Asia. Over half of the consumption of European luxury goods is from the tourists from Asian
countries.
Large luxury groups have also witnessed strong growth in Asian markets. LVMH, Hermès, Gucci
all posted better than expected results for 2011.
The "Luxury Goods Worldwide Market Study" recently released by Bain & Company has stated
that China has already overtaken Japan as the 2nd largest luxury goods consumer only after
United States. The report listed growth rate for US and Europe to be 12% and 6%, Asia 22%,
China mainland 30%. For 2012, China is expected to further grow another 25%. On the other
hand, European luxury companies still find India market hard to penetrate because of its lack of
retail space and traditions.
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14. Source:
Author &
source:
ejournals.com
Consumer buying
behavior change
according to the
consumer interest
and need e.g. the sale of moonshine in regular days would be the approximatley same but on
special occasions or days sale increase because of them. Consumer buying behavior depend on
product development and special occasions like Eid, Christmas, Mothers day, Valentines day.
Moonshine will provide the innovative product with creativity on special occasions.
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15. 15

16. Stakeholders:
Stakeholders are the people (or groups) who have an interest (i.e. a stake), in the outcome of a
particular project. This normally refers to a project being undertaken by a company, and the
stakeholders are normally from within that company; they could include internal clients,
management, employees, administrators... etc.
Stakeholders of moonshine are.
Internal:
Directors
Managers
Employees
Suppliers
External:
Governments
Customer
Banks
Community
Competitors
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17. Internal:
Internal stakeholders are people who are already committed to serving your organization as
board members, staff, volunteers etc.
Directors and Managers:
Manger and the director is the decision maker in the business, there point of interest is job
satisfaction, job security, salary, share option and status.
Employees:
Their main point of interest is salaries, wages, job satisfaction and job motivation. They would
have full authority on service quality and staff turnover. A policy will be composed to control
these factors.
Suppliers:
Suppliers have the power of pricing, quality and product availability. To control all these things
sweet art will do long term contracts and prompt payments.
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18. External stakeholders:
External stakeholders are people who are impacted by your work as clients/constituents,
community partners, and others. It is important to get the perspectives of both groups.
Government:
Government would be interested for tax receipts and either moonshine is operating legally or
not. Governments have the power and influence over regulation, subsidies and taxation.
Moonshine will get the membership of LCCI (Lahore Chamber of Commerce). Moonshine also
gets register at SECP (Security and exchange commission of Pakistan). Moonshine will also get
register at FBR (Federal Board of Revenue) to maintain the taxation.
Banks:
Bank can enforce loan covenants. They can also withdraw banking facilities. The basic intention
of banks would be for interest, principal to be repaid and maintain credit rating. Moonshine will
get register and maintain the credibility at PACRA (The Pakistan Credit Rated Agency
Limited).
Community:
It is clearly mentioned in company’s goal that company will fulfill the environmental
responsibilities and it is company responsibility to create vibrant, healthy and sustainable
community. For environmental protection company will design recyclable packaging for
products. Company will also be a part of CSR (Corporate Social Responsibility) in which
company will collaborate with WWF Pakistan to create awareness regarding water pollution
because pure water would be the next big issue in Pakistan after energy crisis.
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19. Financial Prospects:
Costing:
Pricing:
Moonshine will work out two pricing strategies. The first one is cost based and second one is
competitor based. By following cost based pricing Moonshine will charge the cost of product
plus margin of 20% to 30%. On occasions e.g. Eid, Christmas, Valentine’s Day and Mother’s Day
etc. Moonshine will try to maintain the same margin on these days because in Pakistan during
these days the price of everything raised in contrast with other countries like in Europe they
offer special discounted prices on these days. Moonshine will also keep in mind competitor
based pricing to compete the competitors in the market.
Financing:
LCG will finance Moonshine by using their retained earnings. The expertise of loans from
different banks will also be used by LCG to finance Moonshine.
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20. Documentation needed by
Moonshine:
Moonshine needs documentation to operate effectively. For internal documentation
Moonshine implied in the ISO 9000 series of international standards. The major classifications
of needed documents include marketing and administrative material.
Marketing Material:
Moonshine will design written material to provide customers with information about the
company and their products and services. The purpose is to make the public aware of what is
available, as well as to help to sell the products. This material includes:
Website
Promotional Brochures
Social media
Advertisements
Marketing material would be done in slick publications, but also promotional material and
catalogs would be distributed via electronically.
Marketing specialists and advertising copywriters would traditionally do the marketing writing.
Online marketing documents will write by professional technical.
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21. Advertisement:
Moonshine commercial will be place on well know music news and drama channels e.g. Geo,
Express News, Ary News, MTV Pakistan, AAG, HUM etc. Different ads will also place in Sundays
and times magazines.
Administrative material:
Moonshine needs documents to cover various administrative requirements. Such material
includes:
 Annual reports
 Organization manuals
Moonshine will put most of this material online, on the Web.
Annual reports:
Annual reports will summarize the financial position of Moonshine for governmental agency,
nonprofit community organization and general public. Moonshine will also get Audit internally
and externally as well.
Organizational manuals:
Moonshine’s organization manuals provide guidance to employees or customers about
organization. They include policies and procedures manuals, style and identity guides and
benefits guides.
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22. Moonshine will also put an online version of organization manuals on their intranet. And for
that an expert in HTML would be require.
Ethical responsibilities:
 Moonshine will operate in an ethical way is by treating the environment with respect,
for example by treating waste and improving energy efficiency and recyclable packaging
for products.
 Moonshine will improve energy efficiency because this will cut down operating costs for
the business.
 The ethical marketing of Moonshine involves not only finding out what people like, but
what is good for them. It involves being honest about the ingredients included.
 Moonshine will never act in an unethical way to raise profits. It is usually found out and
gains a lot of unfavorable media publicity. This leads to a decline in custom, revenues
and profits.
Moonshine will concentrate on long term view of managing relationships with stakeholders and
this will actually create long term growth and higher profits for the business.
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23. Occupational health and safety (OHS):
Having the right attitude towards the safety of your workers, contractors, customers and the
public is an important first step. Moonshine will engage state and territory OH&S agencies for
advice and kits on how to incorporate safety management into business operations. Under
occupational health and safety (OH&S) Moonshine is obliged to provide:
 Safe premises.
 Safe machinery and materials.
 Safe systems of work.
 Information, instruction, training and supervision.
 A suitable working environment and facilities.
If a worker is injured during the employment, they're entitled to make a workers' compensation
claim. Accidents usually need to be recorded in an accident log for insurance purposes. It's
Moonshine responsibility as an employer to ensure that:
 Maintain current workers' compensation insurance.
 Protect yourself and your workers from financial hardship in the event of a workplace
injury.
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24. Bibliography:
Philip Kotler, Gary Armstrong, Veronica Wong and John A. Saunders. Principles of Marketing
(11th edition). (2008)
The chocolate industry - http://www.icco.org/about-cocoa/chocolate-industry.html, accessed
July 2012
Chocolate consumption - http://www.sfu.ca/geog351fall03/groups-
webpages/gp8/consum/consum.html, accessed July 2012
http://www.callcentrehelper.com/the-top-10-customer-service-strategies-27041.htm accessed
July 2012
http://www.marketingmagazine.co.uk/news/231327/ accessed July 2012
http://www.marketresearch.com/just-food-v2647/Global-Review-Premium-Chocolate-
Forecasts-2008724 accessed July 2012
http://www.franchisehelp.com/industry-reports/chocolate-industry-report accessed July 2012
http://www.candyindustry.com/articles/global-chocolate-market-worth-98-3-billion-by-2016
accessed 2012
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