BUS 599 Latest Project Deliverable
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Wednesday, 29 July 2015

BUS 599 Latest Project Deliverable


BUS 599 Latest Project Deliverable
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Project Deliverable 1: SWOT Analysis
Due Week 3 and worth 100 points
In this assignment, you will conduct a SWOT (Strength, Weakness, Opportunity, and Threat) analysis for the type of beverage you have selected, and for your company overall. As you work on the assignment, consider why you have chosen one type of non-alcoholic beverage over another and the reasons for that choice. As you complete your SWOT analysis, be sure to include external factors such as industry / market trends and competition, and internal factors such as your capabilities or abilities to reach certain market segments.
Write a three to five (3-5) page paper, in which you:
  1. Describe the trends in the non-alcoholic beverage industry, especially the specific type of beverage category you have chosen. Justify at least three (3) reasons why you have chosen this type of non-alcoholic beverage.
    • Hints: Research and outline beverage industry trends. Consider the size and growth rate of the industry overall and the specific beverage type you have chosen. Use the worksheet in the course text (p. 88 | Past and Future Growth of Your Industry) to help you project the future growth rate. Consider the use of industry associations and search engines to find reliable, recent data.
  1. Choose one (1) strategic position from the course text (pp. 142–143) that you believe is the best strategic position for your company. Explain the approach you will use to implement this strategic position in order to distinguish your beverage from other non-alcoholic beverages.
  1. Provide an overview of your company’s distribution channels. Explain the manner in which your product will reach end users. Provide a rationale for your chosen method.
    • Hints: For example, will you sell your beverage in grocery stores, restaurants, or sports venues? If so, describe the types of resellers and distributors who will sell to resellers and fulfill their orders. If you are attempting to sell direct-to-consumers, such as online via a monthly subscription, how will you manage warehousing / fulfillment / shipping?
  1. Outline at least three (3) types of risks (including any regulatory risks) that your business faces. Describe your company’s plan to mitigate such risk.
    • Hints: You may refer to the types of risk listed in the course text (pp. 148–149) as well as any risks not listed in the text. Regulation weighs more heavily on beverage and food businesses than many other types of companies, so be certain to consider any regulatory risks your type of beverage faces. For example, what kind of regulation and / or risks are you likely to face if you make health claims about your beverage?
  1. Develop a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats)
    • Hints: What are your company’s likely strengths? Have you chosen a beverage segment that is growing and lacks an entrenched competitor? Are you in a niche market that has great potential? What are the strengths that you and other team members bring to your company? Do you or other team members have previous experience in the food and beverage industry?
    • Hints: What are your company’s likely weaknesses? Is the competition in your industry segment entrenched? Is your own management team inexperienced? Will it be challenging to actually produce your product and maintain quality?
    • Hints: What are your company’s opportunities? Does your segment have more demand than supply? Have larger corporations stopped serving smaller or niche markets that you could enter? Is a new market emerging because of demographics, immigration, changing tastes?
    • Hints: What are your company’s threats? Is there a clear market leader that will be hard and expensive to displace? Are downward-pricing pressures in the segment making profit margins slim? Are there little or no barriers-to-entry for new competitors; if you have a novel idea that succeeds, can the competition easily enter your market? If you have a global aspect to your company, do factors such as currency fluctuations, political instability, offshoring or outsourcing pose threats?
  1. Format your assignment according to these formatting requirements:
    1. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
    2. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
    3. Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
The specific course learning outcomes associated with this assignment are:
  • Analyze the role of a company mission, vision, and objectives and the impact to business strategy.
  • Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business goals.
  • Analyze the external and internal environment for opportunities, threats, strengths, and weaknesses that impact the firm’s competitiveness.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.

Project Deliverable 2: Marketing Plan
Due Week 4 and worth 100 points
This assignment consists of two (2) sections: a marketing plan and sales strategy, and a marketing budget. Note: You must submit both sections as separate files for the completion of this assignment.
For the first six (6) months your company is in business—to give you time to perfect your product and to learn from actual customers—you will start marketing and selling in your own community, a radius of twenty-five (25) miles from where you live.
For most non-alcoholic beverages, marketing (as opposed to the actual product itself) is key to success. Cola drinks, for example, are fairly undifferentiated, as are many energy drinks, juices, bottled water, and the like. Companies producing these types of beverages differentiate themselves and attract market share through marketing and brand awareness—both of which are critical to success.
Section 1: Marketing Plan & Sales Strategy (MS Word or equivalent)
Write the three to five (3-5) page Marketing Plan & Sales Strategy section of your business plan, in which you:
  1. Define your company’s target market.
    1. Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
    2. Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
      • Hints: At American FactFinder (http://census.gov), you will find demographic information on potential consumers in your area. If you are selling through other businesses (such as grocery stores), indicate the number of those businesses in your local area. You will find information about such businesses in your local area at County Business Patterns (http://www.census.gov/econ/cbp/). Check Chapter 2 of Successful Business Plan for more research sources.
  2. Assess your company’s market competition.
    1. Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.
    2. Defend your strategy to successfully compete against market leaders in your segment.
      • Hints: For example, in the soft drink market, it is intimidating to try to compete against Coke and Pepsi. Newcomers in mature markets typically must pursue niche markets or even create new market categories, as Red Bull did with energy drinks.
    3. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
      • Hints: Every business faces competition and the non-alcoholic beverage market is an especially crowded market.
  1. Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).
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      • Hints: Before you choose your marketing vehicles, you must determine the message you want to convey through those vehicles.
  1. Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective. Provide examples of other non-alcoholic beverage companies that use these tactics effectively.
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      • Hints: If you plan to use online marketing tactics, refer to the worksheet in the text (p.171 | Online Marketing Tactics) to aid your response. Remember that even if you’re selling through grocery stores you need to build your brand and social media is a major part of that in regard to beverages. Some of the marketing tactics that beverage companies use include: sampling in grocery stores, building a following on social media, sponsoring events, exhibiting at trade shows attended by retailers, and so on. You will use a combination of these tactics. For example, if you decide to give out samples in grocery stores, promote your sampling on your social media networks and those of the grocery store.
o     
      • Hints: If you are planning to distribute through resellers, describe how you plan to reach them, for example, through industry trade shows or by establishing your own sales force. For information on trade shows, visit the Trade Show News Network (http://www.tsnn.com). You can exhibit or network at these shows.
  1. Format your assignment according to these formatting requirements:
a.       Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
b.      Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
c.       Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
Section 2: Marketing Budget (MS Excel worksheets template)
Section 2 uses the “Business Plan Financials” MS Excel template (see: Course Required Files in Week 1). Use the “Business Plan Financials Guide” (see: Course Required Files in Week 1) to support your development of the Marketing Budget.
  1. Complete the Marketing Budget worksheet for your company.
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      • Hints: The goal of the marketing budget is to help you determine how much it will cost you to reach your market and achieve your sales goals.
      • Hints: When filling out the “Marketing Budget” worksheet in the Excel spreadsheet:
        • Begin in the current year and complete a marketing budget for the first year of your business. The information you enter in the marketing budget spreadsheet will flow through to your “Income Statement” in the Business Plan Financials.
        • Leave the number at zero (0) for any marketing vehicles you do not intend to use.
        • Remember that all marketing activities involve costs. If social media represents a significant portion of your marketing, assume you will have cost of advertising and that should be reflected on your budget. Even if a social media site charges nothing to use it, you will need to use company resources to manage the site, pay someone to execute your social media marketing campaigns, and will most likely pay for ads on that site.
        • Do NOT leave the “Marketing Budget” blank, assuming you will not have any marketing costs.
The specific course learning outcomes associated with this assignment are:
  • Recommend effective business strategies based on an analysis of domestic and global operating environments, market dynamics, and internal capabilities.
  • Analyze competitive positions including foreign market entry and the resulting impact on business strategy.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.

Project Deliverable 3: Ethics & Social Responsibility Plan
Due in Week 6 and worth 100 points
Read Chapter 14 of the course text: Successful Business Plan. When completing this assignment, refer to the sample social responsibility plan preparation form on pp. 261-262 and the sample business plan on pp. 263-264.
Write the three to five (3-5) page ethics and social responsibility section of your business plan, in which you:
  1. Describe the ways in which your company is committed to being a good corporate citizen.
    • Hints: Consider the following areas:
      • Creating jobs
      • Following the laws of every jurisdiction in which your company operates
      • Fair and honest treatment of employees
      • Non-discrimination of employees and increasing diversity of your work force
    • Hints: If your company is designed as a social venture—in which you have a primary purpose of achieving a social or environmental goal—describe what that goal is and what aspects of your company are designed to reach that goal. Provide a rationale for why you have or why you have not chosen this to be a social venture.
  1. Discuss how your company’s activities will affect the environment and identify the steps you will take to mitigate any negative impacts.
    • Hints: As a beverage company, consider such issues as your choice of packaging, disposal of bottles / packages by consumers, and your use of resources, such as water in areas where water may be scarce. 
  1. Determine any health issues / claims related to the product you are making, whether negative or positive. Suggest the strategy your company will use to mitigate any negative issues, and to ensure any positive claims are true.
  1. Many beverage products have negative health impacts on certain segments of a population (e.g., children, pregnant mothers, etc.). Suggest your company’s plan, through advertising, distribution, and / or other methods, to target and reach only appropriate market segments. 
  1. Format your assignment according to these formatting requirements:
a.       Cite the resources you have used to complete this exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
b.      Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
c.       Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
The specific course learning outcomes associated with this assignment are:
  • Assess how ethics, corporate social responsibility, and environmental sustainability impact strategy.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.


Project Deliverable 4: Business Plan – Draft
Due Week 8 and worth 120 points
This assignment consists of two (2) sections: a draft of your business plan and an income statement containing your business plan financials. Note: You must submit both sections as separate files for the completion of this assignment.
You must intend to raise money for your startup company. You can start with money from friends and family but at some point you will need funds from outside investors, either angels or venture capitalists, depending on how much money you project you will need to raise. Another possible angle is to develop money through crowdfunding, assuming your product meets the demand of such audiences.
Before you can raise money, you must develop a business plan that convinces an investor that your company will succeed.
Section 1: Business Plan (MS Word or equivalent)
Read Chapters 18 and 19 of the course text: Successful Business Plan. Use the Plan Preparation Forms at the end of each chapter of Successful Business Plan as a rough guide.
Write a fifteen to twenty (15-20) page draft of your business plan in which you:
  1. Revise the components of the following previously submitted sections based on the feedback you have received.
    1. Company Description (Mini Project Deliverable 1)
    2. Industry Analysis and Trends (Project Deliverable 1)
    3. Strategic Position & Risk Assessment (Project Deliverable 1)
    4. Target Market (Project Deliverable 2)
    5. Competition (Project Deliverable 2)
    6. Marketing Plan & Sales Strategy (Project Deliverable 2)
    7. Operations Plan (Mini Project Deliverable 2)
    8. Technology Plan (Mini Project Deliverable 2)
    9. Management & Organization (Mini Project Deliverable 2)
    10. Ethics & Social Responsibility (Project Deliverable 3)
  1. Format your assignment according to these formatting requirements:
    1. Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
    2. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
    3. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
Section 2: Business Plan Financials (MS Excel worksheets template)
  1. For year one, revise and submit the Income Statement, Cash Flow Projections, and Balance Sheet sections from the “Business Plan Financials” MS Excel template (see: Course Required Files in Week 1).
The specific course learning outcomes associated with this assignment are:
  • Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business goals.
  • Create a plan to implement a firm’s strategy and manage the change from current operations.
  • Analyze strategies for exerting the internal leadership needed to drive the implementation of strategic initiatives and improve operating excellence.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.


Project Deliverable 5: Executive Summary & Presentation
Due Week 9 and worth 100 points
This assignment consists of two (2) sections: a written executive summary, and a slide presentation consisting of twelve (12) slides. Note: You must submit both sections as separate files for the completion of this assignment.
Now that you have completed a draft for all primary sections of your business plan, you will complete the executive summary. The executive summary is the section of your plan that is often read first, especially by investors. Your executive summary must persuade a reader to spend the time to find out about your product, market, and techniques. For this reason, it’s best to prepare your summary last—after you have thought through all the issues.
Like the executive summary, only after you have fleshed out your business plan will you have the information you will need for a slide presentation (e.g., PowerPoint). This 12-slide presentation conveys the most important aspects of your business in a short time. More sophisticated investors, such as angel investors and venture capitalists, will typically not look at your written business plan until they have seen your slide presentation.
Section 1: Written Executive Summary (MS Word or equivalent)
Read Chapters 4 and 18 of the course text: Successful Business Plan. Use the plan preparation worksheets on pp. 58–61 and the sample executive summaries on pp. 62–66 to help guide you, choose to write either a synopsis summary or a narrative summary, and include highlights from the each section of your business plan.
  1. Write a one to three (1–3) page executive summary for your business plan, in which you justify:
    1. A clear and concise business concept.
    2. A thoroughly planned business concept.
    3. A capable management structure.
    4. A clear-cut market need.
    5. Significant competitive advantages for your business.
    6. Realistic financial projections.
    7. That investors have an excellent chance to make money.
    8. A realistic and developed exit plan.
  1. Format your assignment according to these formatting requirements:
    1. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
    2. Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
    3. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
Section 2: Presentation (MS PowerPoint or equivalent)
  1. Create a 12-slide presentation. Follow the outline on pp. 343–346 for the critical slides of your presentation and their placement.
    • Hints: Include the highlights of your elevator pitch, which shows that you understand your business. The elevator pitch is a concise description of your company—its product, market, competitive advantages, and so on. Whether pitching your business to an investor or describing it to a potential connection at a networking event, you need to be able explain your business succinctly to someone in the amount of time it would take to ride up a few floors in an elevator. Use the worksheet in the text (p. 362 | Your “Elevator Pitch”) to develop your elevator pitch.
    • Hints: You must limit your presentation to twelve (12) slides. You do not want to overwhelm your audience with too many slides or bore them with information they already know.
The specific course learning outcomes associated with this assignment are:
  • Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business goals.
  • Create a plan to implement a firm’s strategy and manage the change from current operations.
  • Analyze strategies for exerting the internal leadership needed to drive the implementation of strategic initiatives and improve operating excellence.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.

Project Deliverable 6: Business Plan – Final
Due Week 10 and worth 80 points
This assignment consists of two (2) sections: your final business plan and your business plan financials. Note: You must submit both sections as separate files for the completion of this assignment.
You have completed all of the necessary sections of your business plan and will now create a final draft. Use any / all feedback you have received to polish your plan to the point that you could confidently show it to investors and potential partners or customers.
Refer to the Outline of a Business Plan, beginning on p. 399 of the course text. Not all businesses will include all of these components in this order, but use the outline as a guide. Specifically your plan will not require the Development, Milestones, and Exit Plan section of the business plan.
Section 1: Business Plan (MS Word or equivalent)
Construct a ten to thirty (10-30) page business plan. Note: Twenty (20) pages are sufficient for most businesses.
  1. Combine all of the sections stated below and revise your initial business plan draft, which you submitted in Week 8, based on feedback you have received.
    • Executive Summary (Project Deliverable 5)
    • Company Description (Mini Project Deliverable 1)
    • Industry Analysis and Trends (Project Deliverable 1)
    • Target Market (Project Deliverable 2)
    • Competition (Project Deliverable 2)
    • Strategic Position & Risk Assessment (Project Deliverable 1)
    • Marketing Plan & Sales Strategy (Project Deliverable 2)
    • Operations Plan (Mini Project Deliverable 2)
    • Technology Plan (Mini Project Deliverable 2)
    • Management & Organization (Mini Project Deliverable 2)
    • Ethics & Social Responsibility (Project Deliverable 3)
    • The Financials (Mini Project Deliverable 3)
  1. Three (3) sections—the Executive Summary, the Financials, and the Management description—must spark enough interest to convince a reader to continue. Enhance the three (3) mentioned sections to appropriately engage the reader.
    • Hints: The financial section of your business plan will be derived from the previously completed financial worksheets.
  2. Format your assignment according to these formatting requirements:
a.       Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
b.      Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
c.       Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
Section 2: Business Plan Financials (MS Excel worksheets bundled with course textbook)
  1. For year one, submit a revised Income Statement, Cash Flow Projection, and Balance Sheet from the “Business Plan Financials” Excel template based on your feedback from Project Deliverable 4: Business Plan – Draft.
The specific course learning outcomes associated with this assignment are:
  • Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business goals.
  • Create a plan to implement a firm’s strategy and manage the change from current operations.
  • Analyze strategies for exerting the internal leadership needed to drive the implementation of strategic initiatives and improve operating excellence.
  • Use technology and information resources to research issues in strategic management.
  • Write clearly and concisely about strategic management using proper writing mechanics.


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