Running Head: VIRGIN MARY BEVERAGE COMPANY 1 VIRGIN MARY BEVERAGE COMPANY Business Plan Chardae Sledge Strayer University BUS 599 Prof. Andrea Banto and Prof. Adrian Allen February 20, 2019 Company Description and SWOT analysis Virgin Mary Beverage Company is amongst the leading beverages companies found in major cities of the United States which exclusively supply the non-alcoholic drinks to most of the bars and restaurants in Atlanta, GA. The company was thought about in 2008 and came into existence in March 2018 and has grown with headquarters being based out of our home city in Atlanta centering in the downtown warehouse district. Content on sales and growth, the organization plans to expand the warehouse and the managers and workers. Since the company exclusively deals with a non-alcoholic drink named Virgin Mary, it was believed that incorporating the beverage’s name in company’s name would sell the brand well and indeed based on the return; the latter has been actualized. Virgin Mary is a non-alcoholic beverage which for a close to ten years now has been a favorite drink for many people (Hellmich, 2006). Its name affirms its non-alcoholic nature, and I believe together with the ingredients which we use to make it makes it be much loved by many. We will offer three different beverages consisting of Virgin Sprait, Virgin Vanda and Virgin Mary our most popular drink. Components used to make the popular drink includes; tomato juice, lemon juice, hot sauce, horseradish, celery salt, black pepper, and stick celery. Mission Statement Virgin Mary Beverage Company’s mission is to increase sales, market share and profit by providing its clients with only high-quality products which its customer’s desires through professional, information-based and quality of service. Our company’s mission of increasing sales is based on the dynamics which are associated with beverage business across the United States. Because of the level of competition associated with this sector of industry, our staff has been trained to always practice the required professional standards in their delivery of services to the company’s clients and to still provide our esteemed customers with the required quality of our products. Trends in the Industry Currently, the beverage industry is facing severe directions regarding what the majority of the customers and the business people desire to see and achieve. One trend which has been conspicuous is the dynamic change of consumer preferences. Just like in 2018, bold and exotic flavors, snacking, and health and wellness will still be at the forefront for consumer’s beverage preferences, and it is anticipated that it will be elevated more. Beverage safety and transparency will be the leading trend this year with most of the customers yearning for the protection of and health of what they drink or consume (PLUNKETT, 2018). Because of the increasing uncertainty with the rising brands of beverages, many clients will.

1. Running Head: VIRGIN MARY BEVERAGE COMPANY 1
VIRGIN MARY BEVERAGE COMPANY
Business Plan
Chardae Sledge
Strayer University
BUS 599
Prof. Andrea Banto and Prof. Adrian Allen
February 20, 2019
Company Description and SWOT analysis
Virgin Mary Beverage Company is amongst the leading
beverages companies found in major cities of the United States
which exclusively supply the non-alcoholic drinks to most of
the bars and restaurants in Atlanta, GA. The company was
thought about in 2008 and came into existence in March 2018
and has grown with headquarters being based out of our home
city in Atlanta centering in the downtown warehouse district.
Content on sales and growth, the organization plans to expand
the warehouse and the managers and workers. Since the

2. company exclusively deals with a non-alcoholic drink named
Virgin Mary, it was believed that incorporating the beverage’s
name in company’s name would sell the brand well and indeed
based on the return; the latter has been actualized. Virgin Mary
is a non-alcoholic beverage which for a close to ten years now
has been a favorite drink for many people (Hellmich, 2006). Its
name affirms its non-alcoholic nature, and I believe together
with the ingredients which we use to make it makes it be much
loved by many. We will offer three different beverages
consisting of Virgin Sprait, Virgin Vanda and Virgin Mary our
most popular drink. Components used to make the popular drink
includes; tomato juice, lemon juice, hot sauce, horseradish,
celery salt, black pepper, and stick celery.
Mission Statement
Virgin Mary Beverage Company’s mission is to increase sales,
market share and profit by providing its clients with only high-
quality products which its customer’s desires through
professional, information-based and quality of service. Our
company’s mission of increasing sales is based on the dynamics
which are associated with beverage business across the United
States. Because of the level of competition associated with this
sector of industry, our staff has been trained to always practice
the required professional standards in their delivery of services
to the company’s clients and to still provide our esteemed
customers with the required quality of our products.
Trends in the Industry
Currently, the beverage industry is facing severe directions
regarding what the majority of the customers and the business
people desire to see and achieve. One trend which has been
conspicuous is the dynamic change of consumer preferences.
Just like in 2018, bold and exotic flavors, snacking, and health
and wellness will still be at the forefront for consumer’s
beverage preferences, and it is anticipated that it will be
elevated more. Beverage safety and transparency will be the
leading trend this year with most of the customers yearning for
the protection of and health of what they drink or consume

3. (PLUNKETT, 2018). Because of the increasing uncertainty with
the rising brands of beverages, many clients will be very keen
on the brand which they consume and this as a company we will
have to prove to them that our brand is the leading category of
non-alcoholic brands in America.
One reason as to why Virgin Mary Beverage Company will
remain as our sole supply is based on the already available
ingredients which are used for preparing it. Also, Virgin Mary
drink has a unique name which makes it attract the attention of
many people who adds up to its customers. Nevertheless, this
brand of beverage has sweet aromas which easily lure people to
purchase it making us meet our targets easily.
Strategic Position
Customer bonding will be the best strategic position for our
company since it is the customers who will determine the
progress of the company. The number of them we have the
better, and this will only be achieved by developing a strong
bond with them. To cement this, we will always put the welfare
of the customer at the forefront. At all times their needs and
desires will be addressed by our company, and through this, it
will be more of a reality that we will cement our bond with
them.
Distribution
For our product, we will always supply directly to restaurants
and bars since we have all the modalities for undertaking the
same. This will equally make us understand the views which our
clients might have regarding our brands. Once the goods are
supplied to the designated bars and restaurants, our final
customers will find it easy to purchase them at their time of
need.
Risks
The three significant risks which face our company includes;
the rise of natural and organic beverage, the anti-sugar

4. movement, and adding value to products. Many consumers are
currently very keen on differentiating the natural and organic
drinks with a majority moving toward the natural beverages
(Raval, & Fichadia, 2007). Our company always stresses the use
of natural products in making its Virgin Mary beverage’s, and
we still won't need to prove the same to our clients. With many
people currently gravitating towards sugarless drinks, our
company always has stress on the use of natural sugar in less
quantity to cater for all categories of persons. Because of the
government restrictions, our brand of beverage contains
ingredients which are all approved by the relevant government
authorities and does not pose any health-related risks to our
consumers.
SWOT Analysis
Strengths
1. Well trained staff
1. Easy access to ingredients
Weaknesses
1. Few employees who agree to work for long hours
1. High cost of productions
Opportunities
1. Increase in number of bars and restaurants in downtown
Atlanta
1. Globalization
Threats
1. High levels of competitors
1. Trends which do occur in this industry
Strengths
Well trained staffs who undertake their duties with much
professionalism thereby attracting more customers to our
brands. With the staff and product knowledge it will be for
consumers to grasp our brand and pave the way for or growth.

5. Easy access to ingredients makes us have a higher production
rate as compared to our competitors. In this day and age, it is
hard to have fresh and real ingredients. With this our consumers
will know that our products are fresh and real.
Weaknesses
Lack of an adequate number of employees who are willing to
work extra hour has remained to be a significant setback for our
company. With being a startup and the cost there is a shortage
on employees being that the funds are not there. Growing the
business there will eventually be more employees and managers.
With the high cost of production, the company sometimes strain
on its resources to fulfill the desires of our esteemed customers.
Opportunities
Increase in some bars and restaurants make us receive many
orders thereby boosting our sales. With the influx of bars/clubs
and restaurants in the downtown Atlanta area it leaves room for
more opportunities. These can lead to doubling our business
expected sales and current forecasted sales. With globalization,
we intend to open other branches across the world eventually.
Threats
The existence of many companies which produce non-alcoholic
drinks pose huge competition on us, and we treat the same as a
threat and with the daily trends which do occur in the same
industry, as a company we feel much threatened though we will
fight for our share of the market.
Marketing Plan and Sales Strategy
Every business uses its mechanisms to control substantial
market share in its area of operation. Having proper marketing
plan and strategy dictates how successful the company can be as
compared to other companies which operate in similar or the
same category of items. Virgin Mary Company, is one of the
leading non-alcoholic beverages companies in the Illinois States
which is applying various marketing strategies and plans to

6. outdo most of other leading beverages companies such as cola
drinks companies. In surpassing our competitors, our company
majors on its customers, competitors, the message, it gives to
its clients and competent marketing vehicles for its promotions.
Target Market
Since Virgin Mary drink is one of the leading non-alcoholic
beverages which are intruding into the beverages market, there
are specific customers which our company always target. Our
leading target group is the young adults ages 18-15 who are
love visiting social places such as bars and restaurants since
these are significant areas where we make our supplies to.
Around downtown Atlanta, there are close to 5 million youths
who reside in around the city. This number is boosted by the
local universities and colleges which have their branches around
the city. There income will be average around $12,000 to
$30,000 yearly being they are college students and most will
have part-time jobs and cater to African American and Whites
being that they make up 92.4% of the demographics according
to world population review. Our company looks onto this
composition of the population and deduces that it can have a
good share of the market since it equally operates on the slogan
of love going by the name of our beverage drink which we
produce. Interestingly, amongst the mature adults, there are
other groups of people whom we equally target based on their
association with bars and restaurants around the city. This
group equally constitute close to 1.5 million people.
Market Competition
Because of the existence of any non-alcoholic beverage brands
around Atlanta, it is factual that we do face stiff competition
amongst from these groups. Nevertheless, there are some groups
of beverages producers which we do not consider much as our
strong challengers, though there is a few which give us run for
our money. Our crucial competitors are the Coca-Cola Company
and Cocktail beverages. These two companies are old companies
around the city and have a substantial number of loyal clients
who are difficult to the porch. Equally, these two companies

7. have robust marketing tools over many other companies which
makes them always to be a threat to upcoming beverage
companies.
In competition, there is an excellent need for leaving no chances
to your competitors, and this is what we intend to do. As a basis
of outdoing both Coca-Cola and Cocktail beverage companies,
there is a need for employing competent marketing tools which
be more smarter than the ones which are used by other
competitors. One way of doing this is through checking on the
pricing, marketing styles and above all our relations with our
employees, suppliers, and customers. Because the said two
companies have various ways of outdoing other companies in
the market, our company will also use marketing friendly
techniques to outdo them. For instance, we have direct contact
with most of our customers, and we will be flexible in our
pricing to cater to the changing economic situations witnessed
in the United States in general.
As a company, our marketing message is “The love for Virgin
Mary”. This statement has made our product to be known by
many people beyond the city limits. The statement marketing
message has caused several people to love our brand and always
yearn to have a taste of it, and this has made us penetrate deep
into the market outdoing several of our competitors. The
message is simple because everyone loves out products. Our 5
F’s which are used in the management of our company include;
Focus which we focus on our consumers. Our main focus is the
consumers and how they portray our products which is our goal
and objective. Flavor which is the secret ingredients we use on
our drinks. Consumers rely on taste of the product and what
consumers think of the freshness and taste. Foresight that is our
plan for the worst and flexibility that is how we plan for the
changes and lastly, fun for our marketing styles and operations.
We make everything fun and enjoyable to the consumers and
also our employees. We pride ourselves on the retainment and
also the retention of our consumer and employees.
Marketing Vehicles

8. Because marketing is one of the strategies of reaching potential
clients, our company plans to use specific tools of marketing as
a basis for building our product brand. Majorly we will use
social media platform and TVs ads to market our brand. Our
choice of social media platform (Facebook, Twitter) is based on
the number of our target group who are members of these
mainstreams. Most the youths are Facebook and Twitter addicts
and using these platforms makes us reach the majority of our
target very confidently. Equally, when using of TVs platform to
advertise our brands will equally make us achieve some of our
other clients who might be not much inclined in social media
but do watch television. Using these two marketing vehicles
makes us reach all our target group in equal measure.
Both Coca-Cola and Cocktail companies have used these
platforms for marketing their brands and based on the returns;
they have effectively realized a substantial number of
customers. Coca-Cola for instance boost of significant followers
on Twitter which seemingly adds up to the name of the clients
in real-life. Therefore, I believe using these platforms will make
our company to effectively gain much in the beverage market
not only in Atlanta where we currently operate but also in other
States in America.
Ethics and Social Responsibility Plan for Virgin Mary Company
Virgin Mary beverage company will be a responsible business
that will aim at meeting highest standards of ethics and
professionalism. The company’s ethics and social responsibility
will fall under two categories which are compliance and
proactiveness. In compliance part, the company will be
committed to legal obligations and will be upfront in
observation of community values. On proactiveness part, the
company will aim at promotion of human rights, protection of
the natural environment and community service.
Compliance
Will ensure respect of law, honoring its internal laid down
policies, ensuring the company’s business operations are
legitimate and ensuring open and transparent partnership and

9. collaboration with other market players.
Business ethics
Virgin Mary company will conduct its business with integrity
and respect to human rights. The firm aims at promotion of
safety and fair dealings with other partners in the business.
These include our fruit suppliers and distributors who will be
selling our products. The firm will further have utmost respect
to the consumer in terms of quick delivery in case of placed
orders, quick response to consumers’ complaints or reviews,
prior notification of consumers in case of any change pertaining
to drinks and ensuring consumers get maximum satisfaction
from our products. Further ethics such as anti-bribery and anti-
corruption practices will be fully shunned by the company.
Creation of jobs
Virgin Mary company will aim at creating jobs to the
surrounding community by employing workers from the local
community. This will be in line with its policy of community
development and will also ensure proper cohesion with the
surrounding community. Further community support programs
such as community investment and educational programs will be
put in place. For instance, the firm may engage with non-profit
organizations to promote economic developments which will
sustain the local communities. Further community activities to
be provided by the firm include provision of internship
opportunities to local university and college students.
Fair and honest treatment of employees
The firm will be dedicated to protection of human rights. The
firm will have a policy where there will be equal opportunities
within the company and will also ensure that the firms activities
will not violate any employee’s rights. Further increase in
diversity of the workforce will be ensured through gender
balance, non-racial discrimination and no age discrimination.
Employees will be monitored according to their shift
performances and not how long they have stayed in the firm.
Volunteering
The company will ensure it encourages its employees to

10. volunteer. They can achieve this through volunteering in
internally or externally based programs either by the company
or other companies. The company will also seek to sponsor
volunteering events for other organizations. The company will
further be involved in making monetary donations which will
aim at advancing education in the community, development of
arts and talents and alleviating those in need.
Environmental Protection
The firm will recognize the need to protect the local
environment. It further recognizes the importance of keeping
the environment clean to benefit all. The company will aim at
following best practices in garbage disposal and usage of
chemical substances. Some of the activities in the firm which
will require environmental attention are packaging, disposal of
bottles by consumers and waste disposal by the firm. The firm
aims at majoring on recycling of its materials more so used
packaging bottles which will be majorly plastic bottles. Garbage
disposal will be conducted by using environmentally friendly
technologies such as environmentally friendly incinerators to
reduce production of fumes to the environment. The firm further
aims at creation of its water storage facility which will facilitate
recycling of used water to ensure water conservation.
Health issues
The major health issue likely to be faced by the company is war
on sugary products as a result of increase in diabetes and rise of
organic consumption. By the fact that consumers are shifting
demands to more organic and healthy foods and cutting out on
consumption of processed foods the company will also come up
with a policy that leads to development of wholesome products
that align with consumer preferences and demands. The
company will oversee the development of healthier options in
terms of required juices such as making of whole fruit juices
without additives. Further updating of new packing designs to
ensure the customers meets their required organic fruit juices on
demand and inclusion of specific labels on vegan or vegetarian
specific fruit juices. The company will further have specific

11. juice for specific target groups. For instance, the firm aims at
coming up with juice specific for children in terms of
packaging.
On the negative impact on health of certain segment of the
population, the firm is committed on further research and
implementation of health standards to warn against such health
occurrences. Having been found out that there is an alarming
rate of obesity and diabetes as a result of large consumption of
sugary substances more so among children and adults, the
company will invest in advertising on some of the health risks
associated with its products. To target appropriate market
segments the firm will ensure the retail outlets only deals with
adult customers and not allow school going children to buy the
products in bulk since it may not be of good benefit to their
health. The firm will also discourage kids from taking the
drinks instead of meals and only insist of taking the drinks after
meals. This message will be re-laid on packaging instructions of
each of the company’s products.
References
Bharanidharan, S (2018). ‘4 Ill Effects of Drinking Soda.’’
Medical Daily 26 Nov 2018.
Retrieved from
Essays, UK. (2018). ‘Ethics and Social Responsibility in
Strategic Planning.’’ Retrieved from
https://www.ukessays.com/essays/management/ethics-and-
social-responsibility-in-strategic-planning-management-
essay.php
Hellmich, M. (2006). Ultimate bar book: The comprehensive
guide to over 1,000 cocktails. San Francisco: Chronicle Books.
Lieberman, A., & Esgate, P. (2014). The definitive guide to
entertainment marketing: Bringing the moguls, the media, and

12. the magic to the world. Upper Saddle River, New Jersey: FT
Press.
McMillan, S. (2008). The successful trainer's guide to
marketing. San Diego, CA: IDEA.
https://www.medicaldaily.com/4-ill-effects-drinking-soda-
428681
PLUNKETT, J. A. C. K. W. (2018). PLUNKETT'S FOOD
INDUSTRY ALMANAC 2018: Food & beverages industry
market research, statistics, ... trends & leading companies. Place
of publication not identified: PLUNKETT RESEARCH.
Raval, V. H., & Fichadia, A. (2007). Risks, controls, and
security: Concepts and applications. Hoboken, NJ: Wiley.
Feedback
Nice job with creating your company, product, and justifying
the company name in detail. The company name is your brand
and should be unique and easy to remember. You have done a
good job in this section. It is important to understand the trends
in your industry so that you can identify patterns or take
advantage of opportunities. You should pay attention to past
performance and growth projections. When you start a company,
usually you identify a need in the market, or you are taking
advantage of a trend. Really nice job clarifying your strategy
and the key risks associated with your business. This will allow
you to develop an appropriate strategy for your business. Nice
job!
Nice job outlining your target market and the key demographic
information. A clear picture of your target markets needed to
design an appropriate strategy for your business. You did such a
good job discussing your competition and your plan to
differentiate your company! Good work! I enjoyed reading your
section about the marketing and sales strategy. A solid strategy
will lead to an increase in sales. Keep up the good work!
Nice work describing ways in which your company is committed
to being a good corporate citizen. Being a good corporate
citizen is important for a company's brand and reputation.

13. Consumers respect and stay loyal to companies that care about
their communities and the environment.
Excellent plan to mitigate the negative impacts of your
company's activities on the environment! Making your business
environmentally friendly not only benefits the environment but
can also save you money (recycling can reduce your costs), can
be a competitive advantage (attracting customers who have the
same interests and values), and improves sustainability (less
dependent on natural resources).
Great work discussing the health claims related to the product
your are making. I really enjoyed reading the strategy you
developed for you company to address these health claims.
Companies must clarify any health claims they make or identify
any potential issues related to the product, whether positive or
negative. Evidence and research must support any positive
claims. The companies must be able to defend any claim and
clearly identify any potential issues related to the consumption
of the beverage. Safety should always be the number one
priority. Each company should have a plan in place to mitigate
any negative issues, which can negatively affect the reputation
of the company, and then sales.
I enjoyed reading your company's plan to address only the
appropriate market segments. Since the target market is
established and the purpose of the product is clear, companies
must ensure that their advertising message reaches the
appropriate audience. If a product should not be consumed by
children, is the company’s responsibility to avoid exposure to
this segment. This includes visuals, language, time of exposure,
overall content, etc. Great work!
Great job with the format, organization, and grammar.
You did not submit the revised Excel document outlining your
Financials for the business. This document was also required in
week 7 discussion. You must ensure that you reflect all the
numbers provided in the NAB Company Portfolio and the
Financials Guide as well as reflect the plan you created so far.
Every business decision lead to a number and these numbers

14. will form the basis of your financial form. For example, if you
decided to advertise on TV each week, there is a number
associated with this decision. Financial statements provide you
with the information you need to make decisions. You must
understand the numbers to be able to assess the current situation
at your company so that you can make appropriate decisions.
When you search for information, you're going to find lots of it
. . . but is it good information? You will have
to determine that for yourself, and the CRAAP Test can help.
The CRAAP Test is a list of questions to help
you evaluate the information you find. Different criteria will be
more or less important depending on your
situation or need.
Evaluation Criteria
Currency: The timeliness of the information.
sources work as well?
Relevance: The importance of the information for your needs.
question?

15. elementary or advanced for your needs)?
ariety of sources before determining
this is one you will use?
paper?
Authority: The source of the information.
redentials or organizational
affiliations?
address?
examples: .com .edu .gov .org .net
Accuracy: The reliability, truthfulness and correctness of the
content.
nformation in another source or
from personal knowledge?
emotion?
Purpose: The reason the information exists.
information? Is it to inform, teach,
sell, entertain or persuade?

16. clear?
re political, ideological, cultural, religious,
institutional or personal biases?
9/17/10
Evaluating Information – Applying the CRAAP Test