The main mission plan of the business is to diversify their market especially to the outside countries. They have viewed this suitable because this will maintain and even increase the cash flow of the business because of the higher profit they will get from the enlarged market. In ensuring that the mission is achieved, the business has been on their way of leasing their properties to increase on the capital (Ferrell & Hartline, 2011). They also get their capital from the profits they earn from their sales that has always been on the increase. This however cannot help in achieving the mission on a larger scales because of more capital related to the mission. The business is therefore obliged to look for more equity from the outside investors to exploit this effective mission. The company is planning to venture into the external markets within the next four months when they will present their annual report. The beverages now have more market in every country because of the perception it receives from people. This therefore makes the company assured of more market in the outside countries. Another factor that makes the company to consider this plan profitable is because of their familiarity in the outside countries, which relates to their outstanding annual report across the continent.

Environmental scan

SWOT analysis

The company deals in processing raw fruits to produce beverages. The main suppliers are the rural farmers and the other large-scale farmers in the urban areas. This therefore means that the company has to establish their processing factory in the rural areas close to the source; subsequently a transport to the urban depots where there is market for the final products. The SWOT for the company therefore exists in this way (Ferrell & Hartline 2011).

Strength

The business has large market because of the universality of their products. They target both the rich and the poor due to the favor the product receives from the market. The product is also cheap and affordable making it accessible to everybody. Because of the larger market, the company supplies their product in both wholesaling and retailing hence ensuring more cash flow for the business.
The company has considered diversity in the workers they have; they have hired both the skilled and the non-skilled. The expertise hired has also help in proper decision making within the firm (Yannopoulos, 2011).
Presences of clearly distinguished departments who work towards one goal have also geared the business into achieving success. The management ensures there is proper coordination between the existing departments to realize more output from their input.
The annual reports have always indicated an escalating profit in the last three years of their operations.

Weakness

There are many steps involved in the processing of fruits: from the stage of obtaining the fruit from the farmers to the stage of supplying the final product to the customers. This therefore needs the company to hire more number of workers of which the company has always viewed as adding on the overhead cost. therefore this is the weakness of the company as they have not been able to hire the exact number of workers hence the workers are suffering work overload in order to produce the same.

Opportunities

Because of the outstanding profits, the company has been making in the last three months, they have been able to uphold good image among the population.
They have further gain the popularity that every company needs for its existence. This has made the company to command a larger part of the market.
The company has also created a good relationship with the customers hence making the external environment friendlier to them.

Threats

The company has not been able to reach the total population in the country because of the meager awareness people have about the significance of the fruits. Most of the rural people are ignorant of the use of fruits in making the beverages and therefore put them into inappropriate use. This reduces the sole source of input for the company hence a weakness.
The company also faces the threat relating to the type of packaging they are using. The competitors tend to be having the same type of packaging hence bringing confusion to the customers.

Strategy formulation

In venturing into the outside market the business have put forward effective market strategies relevant to the market they want to exploit. The following are therefore the marketing strategies that the business has considered suitable: projecting the market share, positioning of the business, forms of distribution and promotion plans (Yannopoulos, 2011).

Projecting the market share

The Coca Company needs to take into account the size of the market they need to venture. This is because the size of the market will determine the effect when it comes to the profit the business will be earning. The business has therefore taken into their strategies, to identify the number of customers in the market. Further, the business also identifies whether there is quality in the type of market in relation to the amount the customers can buy at a certain period. The number of potential customers determines the rate at which the industry will be growing hence such that more of them will mean a rich market. Projecting the market share will also make the company to know which type of market it will be easy to convert the existing customers to potential customers (Schweitzer, 2011). Projecting the market share is therefore a strategy that will help the business in surviving in any type of market.

Positioning of the business

The company has also taken into consideration the quality of the market they will be venturing in terms of where they will position their business. The proper positioning helps the company in establishing their firm in a place where there is favorable competition (Yannopoulos, 2011). Competition is an important factor when it comes to the success of the business: areas with stiff competition always associate to lower profits because of the overhead costs involved. The company will therefore ensure that they have established themselves in areas of least competition to evade the costs related to competition. Least competition also ensure that the business get higher proportional favor of the consumers (May 2010).The business also plans in establishing themselves in areas with fully established social amenities.

Pricing

The company have taken into account the types of prices they will sell their goods. Considering the pricing will help the business in determine the suitable price that can cover the cost of production. The business has therefore taken the method of over cost pricing which helps in estimation of the suitable price. The over cost pricing involves striving to lower the cost of production in order to lower the prices which in turn will attract more customers into the business (Bryson, 2011). This therefore will help the company in both attracting the customers and maintaining their profit margin. The company will also be using the competitive method of pricing because they will be venturing into an already established market.

Distribution method

The company will have to identify the suitable distribution channel for the market they are intending to venture. The Coca Company has therefore pin pointed direct sales because of little cost involved hence lowered cost of production.

Promotion plan

In the course of venturing into the new market, the business has identified the suitable promotion plans for marketing their products. They have listed advertising, proper packaging and public relation in their promotion plans (Yannopoulos, 2011). In order to reach their potential customers the company prefers advertising to market their products. Advertising helps them in reaching a wider market within a shorter time hence effective for the type of the product the company operates. The company also proposes the other types of promotion in order to back up advertising thereby establishing a stronger contact with the customers.

Strategy implementation

Product development

The Coca Company plans to improve on their product to ensure that they stand above their competitors in the market they intend to venture. They have ensured that they use a different packaging method that helps in protecting the consumers from fake products. They have also put forward the need to process the raw fruit without removing any elements, like the peelings, as it is always the case. This ensures that the final product will be preferable as it will be whole.

Market development

The company also plans in creating awareness on the importance of fruits in the diet. This will remove the ignorance people have about fruits hence attracting more customers from the market. This therefore will therefore help the product in thriving in the market (Bryson, 2011).

Organizational development

The business also intends to improve the condition inside the business. Improving the working condition within the business will aid in increasing the output as this will increase the attachment of the workers to the company. The company also looks forward to hiring more expertise in the business to increase the effect of decision-making (Wittman & Reuter 2008).

Customer relation

The company also has established a separate department for customers where the customers can address their grievances. The company has also ensured that there is proper description accompanying their products to ensure that their customers get the useful information about their products. Their packaging also distinguishes them from other competitors thereby eliminating confusion related to competition.

Evaluation and control

The parameters to be measured are the productivity of the workers, which has a direct relationship to the profit realized and the number of customers attracted to the company. After the company implementing the strategies, which aims in offsetting the threats, this parameters therefore will change towards the positive for the business (Wittman & Reuter 2008). These parameters therefore target in determining the extent to which a strategy by the business will help the business in addressing their weakness and strengths. This implies that the business will be able to determine the impact of diversifying their markets to the outside countries.

Reference

May, G. L. (2010). Strategic Planning: Fundamentals for Small Business. New York: Business Expert Press.

Ferrell, O. C., & Hartline, M. D. (2011). Marketing Strategy. Australia: South-Western Cengage Learning.

Wittmann, R. G., & Reuter, M. P. (2008). Strategic planning: How to Deliver Maximum Value Through Effective Business Strategy. Philadelphia: Kogan Page Ltd.

Bryson, J. M. (2011). Strategic Planning For Public and Nonprofit Organizations: A Guide To Strengthening and Sustaining Organizational Achievement. San Francisco: Jossey-Bass. Yannopoulos, P. (2011). Defensive and Offensive Strategies for Market Success. International Journal of Business & Social Science, 2(13), 1-12.

Strategic planning for Coca Company

University’s vision and mission

E-Commerce