Business Plan for a Startup Business Free Essay Example, 6250 words

In order to, critically identify a brief summary of the proposed business plan of food-truck in Al Ain City, the following discussion regarding the business idea and objectives along with mission statement of the company significantly provides a better understanding about the organization. Mission Statement In relation to the proposed business plan for Al Ain City, the mission of the start-up food truck business will be to become one of the preferred choices of the street-food lovers in terms of offering them with quality and fresh food items. Therefore, the mission statement of the proposed venture is â€Å"Setting an emerging trend of food truck in Al Ain City through delivering quality and fresh food items as per the needs and desires of the local populations. † Business Idea The idea of the proposed business plan of food-truck is inspired by the concept of current growth in the global restaurant business industry. In relation to the present scenario, global restaurant business industry has been observed to achieve a dramatic growth that obtained greater interests of the modern entrepreneurs. The emerging trend of the changing food habits along with the growing performance of the food-truck business concept have been rapidly demonstrating a greater opportunity for the marketers to achieve a stable business position in the fiercely competitive restaurant industry. We will write a custom essay sample on Business Plan for a Startup Business or any topic specifically for you Only $17.96 $11.86/pageorder now Correspondingly, the rising popularity of the food-truck has also been witnessed to play a pivotal role for the marketers in terms of enjoying continuous growth as well as extensive numbers of target customers from particular market or location (Tung, 2003). Company Goals and Objectives Defining business objectives can be duly considered as one of the major decision for the entrepreneurs to determine success in any particular industry or specific marketplace. In order to establish a business significantly, it is required to identify the objectives for attaining the goal of the start-up business. Objective of an organization is quite essential in order to establish a healthy and successful company. In this case, the objective of food truck business will be to deliver exceptional quality food products and/or services to its customers, which will enhance the level of customer satisfaction in the emerging market of Al Ain City. Apart from this, the business objectives of the company will focus on ensuring brand loyalty and achieving long-term sustainability for the business in the respective location for sustainability and profitability (Entrepreneur Media Inc, 2014).

A Research On Genetic Engineering - 2006 Words

Michael Hrisstov 11/1/2014 Research Paper Genetic Engineering 1. Introduction Ever wish you could eat pizza and have the same nutrients as fruits or vegetables? Food is something that affects every person on this planet, in more ways than we think. Recent discoveries show that we may be able to eat that slice of pizza and maintain our health. A concept known as genetic engineering has the ability to make foods taste better, increase their nutritional value, and even help solve some of the deadliest health issues. As we continue to dwell deeper and deeper into genetic engineering we begin to realize the possibilities are endless. As science continues to advance we begin to realize that this is the future, with the ability to change life as we know it. As stated by bioethicist David Resnick genetic engineering is, when we speak of genetic modification we mean the process of intentionally altering human genes for the purpose of producing offspring with those genetic changes(Genetic Determinism, 2)† Genetic engineering, also called genetic modification, is the direct manipulation of an organism s genome using biotechnology.† This process can help us eradicate health issues, make our food healthier, and even change our physical appearance. Unfortunately, there are many ethical issues behind the use of genetic engineering. 2. Ethical Concerns Surrounding Genetic Engineering One of the problems surrounding the science of genetics is its ability to cause changes in theShow MoreRelatedA Research On Genetic Engineering2106 Words   |  9 PagesGenetic Engineering Genetic engineering is the set of techniques used to manipulate and modify the genetic material of living beings that have been the key to the rapid development of modern biotechnology. Recombination mechanisms provide a limited genetic exchange. Mankind has spent his life correcting the habits of nature to make it to his liking, so that it would be more helpful; Mankind has transformed plants to make them more useful for their crops, has domesticated animals so that theyRead MoreGenetic Engineering Research Paper1341 Words   |  6 PagesI. Introduction   Ã‚  Ã‚  Ã‚  Ã‚   In the past three decades, scientists have learned how to mix and match characteristics among unrelated creatures by moving genes from one creature to another. This is called â€Å"genetic engineering.† Genetic Engineering is prematurely applied to food production. There are estimates that food output must increase by 60 percent over the next 25 years to keep up with demand. Thus, the result of scientist genetically altering plants for more consumption. The two most common methodsRead MoreA Research On Genetic Engineering1407 Words   |  6 PagesGenetic Engineering is all about genes, which are made of DNA; the chemical inside the nucleus of a cell that carries the genetic instructions for making living organisms. It is a very broad term that covers a range of techniques that allow for the artificial addition, deletion or rearrangement of sequences of bases in DNA in order to alter the observable form and function of an organism. (Science Group, 2014). G enetic Engineering was first discovered in the 1970s when scientist discovered how toRead MoreA Research On Genetic Engineering1111 Words   |  5 Pages Genetic Engineering in Humans Andrew Pickard English 122, Semester 1 Mrs. D. Seymour December 19, 2014 Genetic Engineering in Humans I. Insecurity and Disappointments A. Identity Crisis B. The Injury C. Elite Development Program / Re-injury II. Royal Canadian Leadership Camp A. Application B. Black Sheep C. Inspiring Words III. Volunteer Experiences / Inspiring Events A. Steve Nash Youth Basketball B. We Day C. Literacy Mentor Pickard 1 Andrew Pickard Mrs. D. Seymour EnglishRead MoreGenetic Engineering Research Paper1584 Words   |  7 PagesGenetic engineering Explain how this technology works. Genetic engineering otherwise called genetic modification and can basically be described as the ‘direct manipulation of an organism’s genome’ which is the complete set of genetic material of an animal, plant or other living thing. 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This practice refers to humans modifying an animals’ genetic component in order to express a particular trait (Dale et al). The scientific community calls the animals produced by this practice as tra nsgenic animals in order to distinguish between its wild type relative. This innovative technology paved ways for medical breakthroughs, along with the expansion of human understanding towards the mechanismsRead MoreA Research Study On Genetic Engineering1735 Words   |  7 Pages Genetic Engineering is a fairly new science field that is used to change the genes that can be located inside of a cell, but it brings many problems along with it. Genes give an individual or species a certain set of traits that can determine its appearance on the inside and outside. The genes can be moved between same or even different types of species. This can completely change an organism’s looks or even allow the scientists to create a whole new type of animal. 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These studies have proven to be a beneficial part to the way people could live and how they could approach life-threatening diseases. When similar studies are first discussed and publicized they appear to not only be impossible

Marketing Management †Coca Cola India Free Essays

Coca Cola India’s Thirst for the Rural Market Coca Cola India’s Thirst for the Rural Market: ‘Thanda’ Goes Rural In early 2002, Coca-Cola India (CCI) (Refer Exhibit I for information about CCI) launched a new advertisement campaign featuring leading bollywood actor – Aamir Khan. The advertisement with the tag line – ‘Thanda Matlab Coca-Cola’ was targeted at rural and semi-urban consumers. According to company sources, the idea was to position Coca-Cola as a generic brand for cold drinks. We will write a custom essay sample on Marketing Management – Coca Cola India or any similar topic only for you Order Now The campaign was launched to support CCI’s rural marketing initiatives. CCI began focusing on the rural market in the early 2000s in order to increase volumes. This decision was not surprising, given the huge size of the untapped rural market in India (Refer Exhibit II to learn about the rural market in India). With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Nantoo Banerjee, spokeswoman – CCI, said, â€Å"The real market in India is in the rural areas. If you can crack it, there is tremendous potential. However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for CCI. Because of the erratic power supply most grocers in rural areas did not stock cold drinks. Also, people in rural areas had a preference for traditional cold beverages such as ‘lassi’6 and lemon juice. Further, the price of the beverage was also a major factor for the rural consumer. CCI’s Rural Marketing Strategy CCI’s rural marketing strategy was based on three A’s – Availability, Affordability and Acceptability. The first ‘A’ – Availability emphasized on the availability of the product to the customer; the second ‘A’ Affordability focused on product pricing, and the third ‘A’- Acceptability focused on convincing the customer to buy the product. Availability Once CCI entered the rural market; it focused on strengthening its distribution network there. It realized that the centralized distribution ystem used by the company in the urban areas would not be suitable for rural areas. In the centralized distribution system, the product was transported directly from the bottling plants to retailers (Refer Figure I). However, CCI realized that this distribution system would not work in rural markets, as taking stock directly from bottling plants to retail stores would be very costly due to the lo ng distances to be covered. The company instead opted for a hub and spoke distribution system (Refer Figure II). Under the hub and spoke distribution system, stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes, which were situated in small towns. These spokes fed the retailers catering to the demand in rural areas. CCI not only changed its distribution model, it also changed the type of vehicles used for transportation. The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes. For transporting stock from spokes to village retailers, the company utilized auto rickshaws and cycles. Commenting on the transportation of stock in rural markets, a company spokesperson said, â€Å"We use all possible means of transport that range from trucks, auto rickshaws, cycle rickshaws and hand carts to even camel carts in Rajasthan and mules in the hilly areas, to cart our products from the nearest hub. â€Å"7 In late 2002, CCI made an additional investment of Rs 7 million (Rs 5 million from the company and Rs 2 million from the company’s bottlers) to meet rural demand. By March 2003, the company had added 25 production lines and doubled its glass and PET bottle capacity8. Further it also distributed around 2,00,000 refrigerators to its rural retailers. It also purchased 5,000 new trucks and auto rickshaws for boosting its rural distribution. Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003. Apart from strengthening its distribution network, CCI also focused on pricing in rural market. Affordability A survey conducted by CCI in 2001 revealed that 300 ml bottles were not popular with rural and semi urban residents where two persons often shared a 300 ml bottle. It was also found that the price of Rs10/- per bottle was considered too high by rural consumers. For these reasons, CCI decided to make some changes in the size of its bottles and pricing to win over consumers in the rural market. In 2002, CCI launched 200 ml bottles (Chota Coke)9 priced at Rs 5. CCI announced that it would push the 200 ml bottles more in rural areas, as the rural market was very price-sensitive. It was widely felt that the 200 ml bottles priced at Rs. 5 would increase the rate of consumption in rural India. Reports put the annual per capita consumption of bottled beverages in rural areas at one bottle as compared to 6 bottles in urban areas. The 200 ml bottles priced at Rs. 5 would also make CCI competitive against local brands in the unorganized sector. It was reported that in the states of Rajasthan and Gujarat the local cola brands such as Choice and Tikli cost only half the price offered by CCI, which gave them the advantage in garnering the major market share before CCI came out with Chota Coke. CCI also targeted the rural consumer aggressively in its marketing campaigns, which were aimed at increasing awareness of its brands in rural areas. Acceptability The initiatives of CCI in distribution and pricing were supported by extensive marketing in the mass media as well as through outdoor advertising. The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages. Further, CCI also participated in the weekly mandies10 by setting up temporary retail outlets, and also took part in the annual haats11 and fairs – major sources of business activity and entertainment in rural India. CCI also launched television commercials (TVCs) targeted at rural consumers. In order to reach more rural consumers, CCI increased its ad-spend on Doordarshan. 12 The company ensured that all its rural marketing initiatives were well supported by TVCs. When CCI launched Chota Coke in 2002 priced at Rs. 5, it bought out a commercial featuring Bollywood actor Aamir Khan to communicate the message of the price cut and the launch of 200 ml bottles to the rural consumers. The commercial was shot in a rural setting. In the summer of 2003, CCI came up with a new commercial featuring Aamir Khan, to further strengthen the Coca-Cola brand image among rural consumers. The commercial aimed at making coke a generic name for ‘Thanda. ‘ Of the reason for picking up the word ‘Thanda’, Prasoon Joshi, national creative director – McCann Erickson, the creator of the commercial, said, â€Å"Thanda is a very North India-centric phenomenon. Go to any restaurant in the north, and attendants would promptly ask, ‘thanda ya garam? ‘ ‘Thanda’ usually means lassi or nimbu pani, ‘garam’ is essentially tea. Because the character, in itself, represented a culture, we wanted to equate Coke with ‘Thanda’, since ‘Thanda’ too is part of the popular dialect of the north, thus making ‘Thanda’ generic for Coca-Cola. With the long-playing possibilities of the ‘Thanda’ idea becoming evident, ‘Thanda’ became the central idea. Once we decided to work on that idea, the creative mind just opened up. â€Å"13 Between March and September 2003, CCI launched three commercials with the ‘Thanda Matlab Coca-Cola’ tag line. All the three commercials aimed to make rural and semi-urban consumers connect with Coca-Cola. The first ad featured Aamir Khan as a ‘tapori’ (street smart); in the ad he makes the association between Coca-Cola and the word ‘Thanda. ‘ The second commercial in the series featured Aamir Khan as a ‘Hyderabadi shop-keeper’; here again he equates the word ‘Thanda’ with Coca-Cola. The third commercial featured Aamir Khan as a ‘Punjabi farmer’ who offers Coca Cola to ladies asking for Thanda. The three commercials showed progression in associating ‘Coke’ with ‘Thanda’ in a rural/semi-urban context. In the first commercial the connection of Coke with Thanda was made, in the second one there was a subtle difference, with the shopkeeper asking customers to ask for Thanda instead of Coke, and the third commercial showed that when one asked for Thanda, one would get Coke. Analysts said that all the three commercials succeeded in make rural consumers connect to Coke and increased awareness of the brand among them. Along with TVCs, CCI also launched print advertisements in several regional newspapers. Future Prospects CCI claimed all its marketing initiatives were very successful, and as a result, its rural penetration increased from 9% in 2001 to 25% in 2003. CCI also said that volumes from rural markets had increased to 35% in 2003. The company said that it would focus on adding more villages to its distribution network. For the year 2003, CCI had a target of reaching 0. 1 million more villages. Analysts pointed out that stiff competition from archrival PepsiCo would make it increasingly difficult for CCI to garner more market share. PepsiCo too had started focusing on the rural market, due to the flat volumes in urban areas. Like CCI, PepsiCo too launched 200 ml bottles priced at Rs. 5. Going one step ahead, PepsiCo slashed the price of its 300 ml bottles to Rs 6/- to boost volumes in urban areas. (Refer Exhibit III for Pepsi Co’s rural marketing initiatives. ) In early 2003, CCI announced that it was dropping plans to venture into other beverage businesses. Company sources said that increasing volumes of cola drinks had made the company rethink its plans of launching juice and milk-based beverages. In 2002, CCI had announced plans to launch beverages such as nimbu paani (lemon juice), fruit juice, cold coffee, and iced tea in collaboration with Nestle India. 14 Though CCI was upbeat because of its early success in its drive to capture the rural market, the question was whether the company would be able to take this success further. A major media setback occurred in August 2003, when the Delhi-based Center for Science and Environment announced that it had found high pesticide content in soft drinks manufactured and sold by both cola majors. Around same time BBC Radio in its program – ‘Face the Facts’ alleged that Coke’s plant in Kerala was making excessive use of groundwater resources in the region and was also contaminating the groundwater through discharge of toxic elements, thereby harming the land, water resources and also the food chain in the region. Though CCI refuted these allegations, the company reportedly experienced a considerable decline in sales after August 2003. With many social and political groups becoming active against the cola companies in rural areas, it remains to be seen whether CCI will be able to quench its thirst for the rural market. How to cite Marketing Management – Coca Cola India, Papers