Running head: PURE SATE MARKETING PLAN 1 Pure Sate Marketing Plan 5 Pure Sate Marketing Plan Andrea Bryant Strayer University Dr. Denel Pierre BUS599: Strategic Management November 13, 2017 Pure Sate is dedicated to promoting health, purity, and quenching thirst of its consumers through the provision of non-alcoholic drinks. The company targets family setting who will consume the drinks and proceed with their normal activities as part of a positive mood stabilizer. The product is aimed at maintaining the happiness and wellbeing of clients to enhance the friendly and healthy vibe across the market. Based on the current state of the economy, identifying a proper target market can be a challenge but a crucial part of the business. The approach will enable the small company to compete fairly with large organizations producing non-alcoholic drinks in the same market. For diversity purposes, Pure Sate should not target the all individuals in the population that might show interest in their products irrespective of age, class or gender since the scope will be unrealistic. In defining the market, the company should choose what interests the characteristics population on the product to gain their attention. Specific targets in the market will enhance the focus of the business yet does not imply that the interested parties will be excluded. Through target marketing, the business will enhance the effective brand design and a budgetary allocation of the marketing campaigns on a given market niche. Such focus will enable the targeted consumers to feel appreciated and buy from the business compared to other nonalcoholic drink producers (Hartline, 2011). Therefore, Pure Sate target marketing is effective and efficient in reaching out to potential clients in a particular region and generating more business. While assessing competition in the market, Pure Sate should develop an appropriate content marketing in the target markets to address the issues of competition. Competition in the targeted marketed market can be defined by three major different types of competitors. For instance, direct competitors, who offer products similar to Pure Sate, which show that their method of earning revenue is possibly the same. In most cases, a direct competitor is the first threat to the market that businesses are likely to recognize due to the high chances of head-to-head encounters. Furthermore, Pure Sate should assess the indirect competitors in the market are likely to offer non-alcoholic drinks in the target market but with a different objective that creates a different in ways of revenue generation. Such a scenario can pose significant challenges to the sales of the company’s products when they use a persuasive content marketing to switch the firm’s customers. In such ...

1. Running head: PURE SATE MARKETING PLAN
1
Pure Sate Marketing Plan
5
Pure Sate Marketing Plan
Andrea Bryant
Strayer University
Dr. Denel Pierre
BUS599: Strategic Management
November 13, 2017
Pure Sate is dedicated to promoting health, purity, and
quenching thirst of its consumers through the provision of non-
alcoholic drinks. The company targets family setting who will
consume the drinks and proceed with their normal activities as
part of a positive mood stabilizer. The product is aimed at

2. maintaining the happiness and wellbeing of clients to enhance
the friendly and healthy vibe across the market. Based on the
current state of the economy, identifying a proper target market
can be a challenge but a crucial part of the business. The
approach will enable the small company to compete fairly with
large organizations producing non-alcoholic drinks in the same
market. For diversity purposes, Pure Sate should not target the
all individuals in the population that might show interest in
their products irrespective of age, class or gender since the
scope will be unrealistic.
In defining the market, the company should choose what
interests the characteristics population on the product to gain
their attention. Specific targets in the market will enhance the
focus of the business yet does not imply that the interested
parties will be excluded. Through target marketing, the business
will enhance the effective brand design and a budgetary
allocation of the marketing campaigns on a given market niche.
Such focus will enable the targeted consumers to feel
appreciated and buy from the business compared to other
nonalcoholic drink producers (Hartline, 2011). Therefore, Pure
Sate target marketing is effective and efficient in reaching out
to potential clients in a particular region and generating more
business.
While assessing competition in the market, Pure Sate
should develop an appropriate content marketing in the target
markets to address the issues of competition. Competition in the
targeted marketed market can be defined by three major
different types of competitors. For instance, direct competitors,
who offer products similar to Pure Sate, which show that their
method of earning revenue is possibly the same. In most cases,
a direct competitor is the first threat to the market that
businesses are likely to recognize due to the high chances of
head-to-head encounters. Furthermore, Pure Sate should assess
the indirect competitors in the market are likely to offer non-
alcoholic drinks in the target market but with a different
objective that creates a different in ways of revenue generation.

3. Such a scenario can pose significant challenges to the sales of
the company’s products when they use a persuasive content
marketing to switch the firm’s customers. In such a case, Pure
Sate should be aware of the marketing strategies incorporated
by their competitors to avoid declines in sales.
Pure Sate should recognize the replacement competitors in the
market who will provide close substitutes to their products in
the market-enhancing a reduction in sales. Such competitors can
be difficult to identify but can be addressed through the
definition of the competitors to the customers to increase their
awareness and preferences in selection for the products
(Westwood, 2016). The company should interview the
customers and listen to their responses as a way of
understanding the trends in the market and improving on their
choices towards the drinks in the face of competition.
The clarity of the message during marketing in the targeted
population is essential in driving sales. The pure Sate marketing
campaign will be enhanced by the five ‘F’s to realization
success of the objectives. For example, the company will focus
on its goals and objectives to realize an effective marketing
campaign. The focus is critical to ensuring that the marketing
teams are on the same page to allow for the demonstration of
similar goals and targets. Pure Sate must ensure that the
campaign group maintains the focus throughout the project. The
message impacted on the target customer should have a flavor
that will entice them towards the purchase of the drink. In such
a consideration, the campaigns should be tasked with creating
an eye-catching and unique taste in the products that will act as
a secret ingredient in winning the potential consumers (King,
2015). On the same note, Pure Sate should avoid using the
traditional advertising flavors to the same population to
improve the outcomes.
The demonstration of foresight is particularly important in
marketing since it allows for the company to plan for the worst
while executing their campaigns. Through the expectation of the
worst, Pure Sate will have an alternative plan to implement in

4. case the original fails. Foresight allows for anticipation of risks.
The flexibility of Pure Sate towards change is vital in enabling
the success of the market campaigns since certain rapid changes
might be incorporated to help in the articulation of risks. Being
flexible in the teams will enable the company to quickly manage
the unexpected. Consequently, having fun during the campaigns
will enhance the positive response from the consumers.
Developing fun-times in the event will improve the quality of
Pure Sate’s market campaign and effectiveness in the
accomplishment of the objectives.
References
Hartline, M. D., & Ferrell, O. (2011). Marketing Strategy
(5 ed.). Mason, OH: South-Western Cengage Learning.
King, K. A. (2015). The Complete Guide to B2B Marketing:
New Tactics, Tools, and Techniques to Compete in the Digital
Economy. Upper Saddle River, NJ: Pearson Education.
Westwood, J. (2016). How to write a marketing plan.
Running head: COMPANY DESCRIPTION AND SWOT
ANALYSIS

5. 1
Company Description and SWAT Analysis
5
Company Description and SWOT Analysis
Andrea Bryant
Strayer University
Dr. Denel Pierre
BUS599: Strategic Management
November 4, 2017
My NAB Company is named Pure Sate. The name is intended to
display the value devoted to the brand and its drinks. The
Nonalcoholic “Pure Sate” is intended to promote both healthy,
pure, thirst quenching drinks among individuals, in a healthy
family setting. Pure Sate ensures that those who drink the
product are able to continue their normal daily activities
without experiencing the aftermaths associated with alcoholic
beverages. The name “Pure Sate” is also a characteristic of the
clean content moods that are experienced by those who drink
the beverage. This nonalcoholic thirst-quencher is to be
accompanying with happy, healthy, and festive moments. These
drinks consistently extend happiness into humanity by giving
off a safe, friendlier, and healthier vibe.
The Pure Sate non-alcoholic drinks just so happen to gratify the
joyful moments of friends, families, and cultures by
encouraging healthy drinking lifestyles and temperate moments.
This can be achieved on an individual level which will trickle
down to friends, then family, different cultures, and realms.
The mission statement, “Discharging great vibes for a more
healthy, and happier lifestyle” will be the driving slogan for the

6. drink.
Themodern-day social responsiveness is fluctuating to the
healthy effects of alcoholic beverages and spreading quickly
(Berry, 2017). The snowballing effect of illnesses and other
health situations related to alcohol use; most individuals in the
society are steering clear from bevarages with high alcohol
content to those with very little or no alcohol.
The nonalcoholic beverage segment is quickly growing in
admiration among the international residents. Individuals are
fluctuating to the beverages that are not only relieving more
contented instants but have no impairment to their health
circumstances. Folks are also spending more time being
involved in celebratory moments and therefore require drinks
that will be unlawful, informally, and morally acceptable to all
affiliates of humanity. “Many grocery consumers have
recognized a product’s fresh, clean and sustainable benefits
among their top purchase priorities when it comes to healthier
choices.” (Gilbert, L. 2017)
The “Pure Sate” experience will meet all trends since it’s not
only nonalcoholic, meaning it can be consumed by all from
children to elderly, it has natural vitamins and additional
supplements that improves the oversll health of its consumers.
Also, Pure Sate beverages will leave you without an after-effect
and inebriating aptitude making it suitable for all occasions.
Pure Sate pursues the finest value product spot in the market.
This involves generating a respected and functioning
marketplace in the market. This spot will be attained with a
differentiation strategy where the “Pure Sate” product will set
itself apart from other beverages on the market. Our products
will be segregated according to flavor, generating a diversity of
tastes, and packaging. This beverage will be manufactured in
high capacities, and come in economy sized packaging that will
differ with the budget of the customers (Hartline & Ferrell,
2011). This difference will allow the company to control the
most reasonable price over competitors.

7. The frequencies of delivery will be from the manufacturer to the
customers through numerous handlers. The company will not
launch self-sufficiently owned outlets but will communicate
with the chief stores to benefit the product on their store
shelves. The company will buy exclusive spots in the top stores,
supermarkets, liquor stores, salons, and bars as well as other
entertainment locations to benefit the beverage at the suitability
of the customers. The customer will not have to go out of their
way to purchase the beverage but will be retrieving them on
their day-to-day routine happenings.
The company will also work together with other business to
encourage the beverage during superior events such as
weddings, birthday parties, and health awareness evens where
the drink will be exhibited and sold at markdowns to the
customers.
The financial risk to harvest and endorse the product is a key
challenge. We plan to have a solid construction and an outside
finance capability to work against this risk. The operations risk
may cause the production to halt due to absence of adequate
contributions and incorrect methods. We will have a coordinate
working technique to ensure smooth operation. Also, the risk
related with the guidelines will be alleviated by having a
knowledgeable staff in the regulatory framework to ensure total
compliance.
Strengths
· Many different flavors catering for large customer base.
· Natural ingredients and enhancements.
· Can be consumed by all parties.
Weaknesses
· Pure Sate is a picture-perfect substitute.

8. · A high flexible request creating the demand to change fast.
Opportunities
· Growing health consciousness and generating a higher demand
for the beverage.
· Partnership with hotels, bars and NAB awareness activists.
Threats
· Adamant competitors from present companies in the same
market.
· Threat of new market entrants
References
Berry, Donna. (2017, January 17). Beverage trends 2017.
Retrieved from
http://www.foodbusinessnews.net/articles/news_home/Consume
r_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC7
91-716A-440F-8B0C-D4CB4592730E%7D&cck=1
Gilbert, Linda. (2017, January 17). Beverage trends 2017.
Retrieved from
http://www.foodbusinessnews.net/articles/news_home/Consume
r_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC7
91-716A-440F-8B0C-D4CB4592730E%7D&cck=1
Hartline, M. D., & Ferrell, O. (2011). Marketing Strategy (5
ed.). Mason, OH: South-Western Cengage Learning.
Moloughney S., (2016).Healthy Beverage Market Overflowing
With Opportunities,
https://www.nutraceuticalsworld.com/issues/2016-
07/view_features/healthy-beverage-market-overflowing-with-
opportunities/50213
RUNNING HEAD: PURE SATE BUSINESS PLAN 1
Pure Sate Business Plan 12

9. Pure Sate Business Plan
Andrea Bryant
Strayer University
Dr. Denel Pierre
BUS599: Strategic Management
December 3, 2017
Pure Sate is dedicated to promoting health, purity, and
quenching thirst of its consumers through the provision of non-
alcoholic drinks. The company targets family setting who will
consume the drinks and proceed with their normal activities as
part of a positive mood stabilizer. The product is aimed at
maintaining the happiness and wellbeing of clients to enhance
the friendly and healthy vibe across the market. Based on the
current state of the economy, identifying a proper target market
can be a challenge but a crucial part of the business. The
approach will enable the small company to compete fairly with
large organizations producing non-alcoholic drinks in the same
market. For diversity purposes, Pure Sate should not target the
all individuals in the population that might show interest in
their products irrespective of age, class or gender since the
scope will be unrealistic.
In defining the market, the company should choose what
interests the characteristics population on the product to gain
their attention. Specific targets in the market will enhance the

10. focus of the business yet does not imply that the interested
parties will be excluded. Through target marketing, the business
will enhance the effective brand design and a budgetary
allocation of the marketing campaigns on a given market niche.
Such focus will enable the targeted consumers to feel
appreciated and buy from the business compared to other
nonalcoholic drink producers (Hartline, 2011). Therefore, Pure
Sate target marketing is effective and efficient in reaching out
to potential clients in a particular region and generating more
business.
While assessing competition in the market, Pure Sate should
develop an appropriate content marketing in the target markets
to address the issues of competition. Competition in the targeted
marketed market can be defined by three major different types
of competitors. For instance, direct competitors, who offer
products similar to Pure Sate, which show that their method of
earning revenue is possibly the same. In most cases, a direct
competitor is the first threat to the market that businesses are
likely to recognize due to the high chances of head-to-head
encounters. Furthermore, Pure Sate should assess the indirect
competitors in the market are likely to offer non-alcoholic
drinks in the target market but with a different objective that
creates a different in ways of revenue generation. Such a
scenario can pose significant challenges to the sales of the
company’s products when they use a persuasive content
marketing to switch the firm’s customers. In such a case, Pure
Sate should be aware of the marketing strategies incorporated
by their competitors to avoid declines in sales.
Pure Sate should recognize the replacement competitors in the
market who will provide close substitutes to their products in
the market-enhancing a reduction in sales. Such competitors can
be difficult to identify but can be addressed through the
definition of the competitors to the customers to increase their
awareness and preferences in selection for the products
(Westwood, 2016). The company should interview the
customers and listen to their responses as a way of

11. understanding the trends in the market and improving on their
choices towards the drinks in the face of competition.
The clarity of the message during marketing in the targeted
population is essential in driving sales. The pure Sate marketing
campaign will be enhanced by the five ‘F’s to realization
success of the objectives. For example, the company will focus
on its goals and objectives to realize an effective marketing
campaign. The focus is critical to ensuring that the marketing
teams are on the same page to allow for the demonstration of
similar goals and targets. Pure Sate must ensure that the
campaign group maintains the focus throughout the project. The
message impacted on the target customer should have a flavor
that will entice them towards the purchase of the drink. In such
a consideration, the campaigns should be tasked with creating
an eye-catching and unique taste in the products that will act as
a secret ingredient in winning the potential consumers (King,
2015). On the same note, Pure Sate should avoid using the
traditional advertising flavors to the same population to
improve the outcomes.
The demonstration of foresight is particularly important in
marketing since it allows for the company to plan for the worst
while executing their campaigns. Through the expectation of the
worst, Pure Sate will have an alternative plan to implement in
case the original fails. Foresight allows for anticipation of risks.
The flexibility of Pure Sate towards change is vital in enabling
the success of the market campaigns since certain rapid changes
might be incorporated to help in the articulation of risks. Being
flexible in the teams will enable the company to quickly manage
the unexpected. Consequently, having fun during the campaigns
will enhance the positive response from the consumers.
Developing fun-times in the event will improve the quality of
Pure Sate’s market campaign and effectiveness in the
accomplishment of the objectives.
My NAB Company is named Pure Sate. The name is intended to
display the value devoted to the brand and its drinks. The
Nonalcoholic “Pure Sate” is intended to promote both healthy,

12. pure, thirst quenching drinks among individuals, in a healthy
family setting. Pure Sate ensures that those who drink the
product are able to continue their normal daily activities
without experiencing the aftermaths associated with alcoholic
beverages. The name “Pure Sate” is also a characteristic of the
clean content moods that are experienced by those who drink
the beverage. This nonalcoholic thirst-quencher is to be
accompanying with happy, healthy, and festive moments. These
drinks consistently extend happiness into humanity by giving
off a safe, friendlier, and healthier vibe.
The Pure Sate non-alcoholic drinks just so happen to gratify the
joyful moments of friends, families, and cultures by
encouraging healthy drinking lifestyles and temperate moments.
This can be achieved on an individual level which will trickle
down to friends, then family, different cultures, and realms.
The mission statement, “Discharging great vibes for a more
healthy, and happier lifestyle” will be the driving slogan for the
drink.
Themodern-day social responsiveness is fluctuating to the
healthy effects of alcoholic beverages and spreading quickly
(Berry, 2017). The snowballing effect of illnesses and other
health situations related to alcohol use; most individuals in the
society are steering clear from bevarages with high alcohol
content to those with very little or no alcohol.
The nonalcoholic beverage segment is quickly growing in
admiration among the international residents. Individuals are
fluctuating to the beverages that are not only relieving more
contented instants but have no impairment to their health
circumstances. Folks are also spending more time being
involved in celebratory moments and therefore require drinks
that will be unlawful, informally, and morally acceptable to all
affiliates of humanity. “Many grocery consumers have
recognized a product’s fresh, clean and sustainable benefits
among their top purchase priorities when it comes to healthier
choices.” (Gilbert, L. 2017)
The “Pure Sate” experience will meet all trends since it’s not

13. only nonalcoholic, meaning it can be consumed by all from
children to elderly, it has natural vitamins and additional
supplements that improves the oversll health of its consumers.
Also, Pure Sate beverages will leave you without an after-effect
and inebriating aptitude making it suitable for all occasions.
Pure Sate pursues the finest value product spot in the market.
This involves generating a respected and functioning
marketplace in the market. This spot will be attained with a
differentiation strategy where the “Pure Sate” product will set
itself apart from other beverages on the market. Our products
will be segregated according to flavor, generating a diversity of
tastes, and packaging. This beverage will be manufactured in
high capacities, and come in economy sized packaging that will
differ with the budget of the customers (Hartline & Ferrell,
2011). This difference will allow the company to control the
most reasonable price over competitors.
The frequencies of delivery will be from the manufacturer to the
customers through numerous handlers. The company will not
launch self-sufficiently owned outlets but will communicate
with the chief stores to benefit the product on their store
shelves. The company will buy exclusive spots in the top stores,
supermarkets, liquor stores, salons, and bars as well as other
entertainment locations to benefit the beverage at the suitability
of the customers. The customer will not have to go out of their
way to purchase the beverage but will be retrieving them on
their day-to-day routine happenings.
The company will also work together with other business to
encourage the beverage during superior events such as
weddings, birthday parties, and health awareness evens where
the drink will be exhibited and sold at markdowns to the
customers.
The financial risk to harvest and endorse the product is a key
challenge. We plan to have a solid construction and an outside
finance capability to work against this risk. The operations risk
may cause the production to halt due to absence of adequate
contributions and incorrect methods. We will have a coordinate

14. working technique to ensure smooth operation. Also, the risk
related with the guidelines will be alleviated by having a
knowledgeable staff in the regulatory framework to ensure total
compliance.
Strengths
· Many different flavors catering for large customer base.
· Natural ingredients and enhancements.
· Can be consumed by all parties.
Weaknesses
· Pure Sate is a picture-perfect substitute.
· A high flexible request creating the demand to change fast.
Opportunities
· Growing health consciousness and generating a higher demand
for the beverage.
· Partnership with hotels, bars and NAB awareness activists.
Threats
· Adamant competitors from present companies in the same
market.
· Threat of new market entrants
Pure Sate is looking forward to being a leading
example in corporate citizenship by maintaining sustainability
to all wings affected by corporate governance of the company
like, job creation, acting intra vires, fair treatment of employees
and treating different people with respect with no
discrimination in selection of employees or even the mode of
treating them as any given company will desire to be (Crane &
Matten, 2016). These virtues are elaborated below individually.
In terms of job creation, Pure Sate is looking forward
to ensuring that, we have employed many people in our
company. This will only happen by ensuring that our beverages
are heaven distributed and even extending our boundaries to
ensure that we reach many people in different states and
continents. This will work by marginalizing our plants to ensure

15. we cover large areas where production resources are available.
We are looking forward to employing many people in different
areas like sales promotion, distribution and even within the firm
plants to carry out production activities.
We are also looking forward to complying with the
rules governing production in our areas of production. We will
identify the conditions which govern non-alcoholic drinks
production in different states to ensure that our firm operates
within such stated conditions and that we do not enter into
activities which can make our firm be sued or hinder
production. This will only work by maintaining the policies
stated in the firm's memorandum of association. This will
mainly include acting intra-vires and maintaining safety
measures which protect the environment.
We will consider the employee needs and treat them
with honesty and fairly. The growth of our firm is in the hands
of employees and they are the key to the image of our firm. We
are thus concerned about employee needs and will treat them
fairly and in the required manner. This will be through the
offering of commissions, salary advancements, paying them on
time and even giving motivations by offering training and even
giving them holidays.
Discrimination of employees is a question in many firms
but in Pure Sate, our main objective is to maximize production
using available able workforce regardless of their color, body
size, religion or even tribe. We will ensure that our firm
respects the employees and employs people from all races as
long as they are able to produce. We will attain this through
diversification of workforce and ensure that people produce
duly in their respective areas. We will also monitor the way
employees interact with one another to ensure that our firm
maintains a good image (Wallace et at., 2008).
Pure Sate is a for-profit social venture looking
forward to reducing the unemployment rate, alcoholic drinks
consumption, and even increasing social status of people and
even raising the national income of states in our operation as

16. seen below at the same time maintaining the environment.
In solving the challenge of unemployment, our firm is
looking forward towards employment of people who are jobless
in the firm to reduce the number of unemployed people in our
target states. People will be employed by the firm to produce,
pack, distribute and even be engaged in marketing our beverage
products. The next policy we are looking toward attaining
reducing alcoholic drinks consumption. Many people drink
alcohol just because they have not seen another drink which is
variable to be used on different occasions. We have diversified
our products into different tastes and class to ensure that we
draw people from alcoholic consumption to consumption of our
healthy products. The gap margin for the poor and rich
increases daily and thus we are working towards creating
opportunities for self-employment for different people. This is
through encouraging them to be engaged in the production of
raw materials required in the production of the beverages. We
are also a concern with environmental conservation by trying to
show up that a firm may exist and fail to pollute the
environment through recycling of waste produced, bottles and
even encouraging utilization of land to encourage production of
our raw resources.
Our aim of making Pure Sate a social venture was
based on the market we are concerned at and even improving
standards of the people in the communities we work at. We
maintain our firm a social venture because we are targeting the
social part of life as refreshments are most concerned about
recreation. This is the main reason behind our decision. We
reviewed accessed the behavior of other firms in the market and
found that their operations were unethical and thus decided to
set up a for-profit social venture which will set a pace for other
companies to copy.
We understand that companies always affect the
environment in a negative manner but with our company, we
have solved this problem to ensure that we are using
environmentally friendly methods. As a beverage company, we

17. have decided to use bottles which can be recycled to ensure that
we conserve the environment. We have strategies whereby we
will have different employees move around collecting the used
bottles and assembling them to be taken back to the firm for re-
use. We are also using high technology machines and thus
electricity is the only power used in production to avoid the
issue of global warming. In areas where water is a scarce
resource, we have laid down measures and machines to ensure
that water is treated and recycled in the firm and that no drop
goes in to waste. We have worked hard in our plan to cover all
negative remarks which might arise concerning environmental
pollution.
Considering claims made toward our product, most of them
are positive as our brand of beverages are only energy drinks
and thus are we have worked hard to ensure that no negative
remark is made concerning our drinks. Our drink can be used to
give energy or even as an energizer as we have used natural
fruits and minimal quantities of chemicals have been used. Our
main aim was to attract the market and thus we have set down
strategies whereby we can be answerable to any effect brought
by our products. This has been arrived at by ensuring that we
have plans and procedures containing the ingredients and steps
taken in producing the beverages. We have set the standards
required by the national bureau of the standard to ensure that
any claim raised by consumers is welcomed (Kozup, Creyer &
Burton, 2003).
Some beverages have health issues to consumers in
different states. We have set strategies to ensure that each
product we produce fits the right target consumer. We have laid
down different advertisement persons to ensure that each brand
goes to the right market. Our main target groups include the
youths, national non-profit organization which is engaged in
training people and even the general population composition.
We produce quality health drink which is ready for use at both
hot and cold days. We have made it clear that the distribution
team produces the right information to consumers as we are not

18. employing the buyer-be-ware policy and are concerned about
the reaction of our customers. Generally, our products have no
health issues and can be consumed by any person sick or
healthy (Verbeke, Scholderer & Lahteenmaki, 2009).
References
Berry, Donna. (2017, January 17). Beverage trends 2017.
Retrieved from
http://www.foodbusinessnews.net/articles/news_home/Consume
r_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC7
91-716A-440F-8B0C-D4CB4592730E%7D&cck=1
Crane, A., & Matten, D. (2016). Business ethics: Managing
corporate citizenship and sustainability in the age of
globalization. Oxford University Press.
Gilbert, Linda. (2017, January 17). Beverage trends 2017.
Retrieved from
http://www.foodbusinessnews.net/articles/news_home/Consume
r_Trends/2017/01/Beverage_trends_2017.aspx?ID=%7B91CAC7
91-716A-440F-8B0C-D4CB4592730E%7D&cck=1
Hartline, M. D., & Ferrell, O. (2011). Marketing Strategy
(5 ed.). Mason, OH: South-Western Cengage Learning.
King, K. A. (2015). The Complete Guide to B2B Marketing:
New Tactics, Tools, and Techniques to Compete in the Digital
Economy. Upper Saddle River, NJ: Pearson Education.
Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making
healthful food choices: the influence of health claims and
nutrition information on consumers’ evaluations of packaged
food products and restaurant menu items. Journal of Marketing,
67(2), 19-34.
Moloughney S., (2016).Healthy Beverage Market Overflowing
With Opportunities,

19. https://www.nutraceuticalsworld.com/issues/2016-
07/view_features/healthy-beverage-market-overflowing-with-
opportunities/50213
Wallace, J. C., Edwards, B. D., Mondore, S. P., & Finch, D. M.
(2008). Employee discrimination claims and employee-initiated
lawsuits: Does procedural justice climate moderate the claims→
disputes relationship?. Journal of managerial issues, 313-326.
Westwood, J. (2016). How to write a marketing plan.
Verbeke, W., Scholderer, J., & Lähteenmäki, L. (2009).
Consumer appeal of nutrition and health claims in three existing
product concepts. Appetite, 52(3), 684-692.
RUNNING HEAD: PURE STATE: OPERATION,
TECHNOLOGY & MARKETING PLAN 1
Pure Sate: Operation, Technology & Marketing Plan 2
Pure Sate: Operation, Technology & Marketing Plan Name
Andrea Bryant
Strayer University
Dr. Denel Pierre
BUS599: Strategic Management
December 3, 2017
In starting the company, I will require about fifteen people who
will help in the running of day to day activities. There will be
an operations manager who will be in charge of ensuring that
the overall activities of the company are running smoothly. The
other position that I will create will be the position of the
supervisor. The main responsibilities of the supervisor will be
to direct the other remaining employees (Heizer, 2016). The

20. supervisor will be answerable to the operations manager. In the
meantime, I will be in charge of the company’s recruitment
process with the help of my operations manager due to the size
of the company. The operations manager position will require a
person who has degree in mechanical engineering while the
others will be required to at least have a diploma in mechanical
engineering.
To start this business, I will have to rent a warehouse where I
will be manufacturing the beverages. About the facilities such
as the machines required for producing the non-alcoholic
beverages, I will first of all start by outsourcing from a
company then I will buy my own equipment’s later. Outsourcing
the equipment’s will be a bit cheaper as compared to buying the
equipment’s.
When it comes to the suppliers, the company will start by hiring
a distribution company to help in the supply of the ‘Pure State”
non-alcoholic drinks. The company will also make agreements
with supermarkets, wholesales to come and collect the drinks
with their own company vehicles with a promise of selling to
them the drinks at a little bit cheaper price. Otherwise the
company will start by hiring suppliers to help in the
distribution. Hiring is a bit cheaper as compared to buying
vehicles at this early stage of starting the company. The
company will also be buying raw materials such as ingredients
and the packaging bottles for the drinks. The company will be
paying its suppliers and distribute through invoices and only
after services have been provided.
Some of the equipment’s that will be needed to in this startup
business will include; bottling equipment, automatic refilling
machines that will be used for putting the processed juice in the
bottles. The packaged juice will be stored in a safe place in the
warehouse. However, most of these equipment’s will be hired
by the company for a startup. These equipment’s will be
maintained by regularly cleaning them on a weekly basis. The
company supervisor through the supervisor will be in charge of
doing this (Ngai, Chau, & Chan, 2011).

21. The company will strive to ensure that it maintains the latest
and most efficient type of technology in the manufacture of its
“Pure State” non alcoholic beverage. Efficient and latest
technology will ensure high quality of non alcoholic beverages
(Ngai, Chau, & Chan, 2011). The technology will also ensure
the maintenance of low production costs something that will
ultimately benefit the customers. By the company keeping
abreast with the latest technological advancement, it will help
in maintaining and gaining a very competitive advantage in
terms of utilization of the latest production techniques.
Management and Organizational Plan
Organizational Chart
C.E.O
Operations Manager
Company Supervisor
Employees
The chief executive officer will manage overall important day
to day activities will be carried out by me as the owner of the
company. The C.E.O will be in charge of making important
decisions such as financial decisions, making of agreements
between the company and the distributors or suppliers. The
C.E.O will act as the chief representative of the company to the
outside world.
The operations manager will be in charge of all internal
company operations. The operations will ensure that the
company is running smoothly. The manager will ensure that all
materials are available for the manufacturing of the beverages.
The company will be the one in charge of briefing the C.E.O
about all the activities in the company. All major decisions in
the company will be communicated to the employees through
the operations manager.
The company supervisor is the person that will be directly

22. dealing with the company employees. The supervisor will be in
charge of controlling and supervising the employees in doing
their work to ensure that everything is done in the correct way.
The supervisor will be answerable to the operations manager.
Important communication to the employees from the operations
manager will always be communicated through the company
supervisor.
References
Heizer, J. (2016). Operations Management, 11/e. Pearson
Education India.
Ngai, E. W., Chau, D. C., & Chan, T. L. A. (2011). Information
technology, operational, and management competencies for
supply chain agility: Findings from case studies. The Journal of
Strategic Information Systems, 20(3), 232-249.
Week 7 Discussion
Pure Sate Business Financial Plan:
For every starting company to succeed there must be a good
business plan in place. This plan should be strategically
formulated to address the key sectors of the business indicating
how the operations will be carried out. For a good business plan
to be made, there must be a goal and objectives of the company
to be covered (Barringer, 2012).This gives light in the view of
the structure of the company targeting mainly the procedures of
the business. A plan before start of a business is a good tool for
acquiring funds from financial institutions. By doing so, it must
state how the business will invest the funds, how much it should
expect in future by giving financial projections to be attained.
This response goes over the key steps of a business plan of Pure
Sate company putting into consideration the sales forecast,
expense budget, cash-flow statement, income projection and

23. break-even analysis of the company.
Sales Forecast: Sales forecast is a sheet that shows the expected
sales of the company by incorporating all the transactions which
will be undertaken from the company up to the market
( Barringer, 2012). It indicates the total sales a company can
achieve monthly, quarterly or yearly. As a result, the company
starts up with a set mind of how many sales are expected to be
made in order to achieve the set goals of a company through
strategic marketing to yield more sales. Pure Sate being a
company that offers non-alcoholic drinks, the marketing
strategy will be in line to take a competitive advantage over the
other businesses operating in the same line.
Cash-flow Statement: This is a statement which tabulates the
movement of funds in and out of the company. It gives a clear
view of the dollar movement for one to assess how the company
is doing in terms of cash (Disatnik, Duchin & Schmidt,
2013). Basically, it is based on the sales forecast of the
company and the balance sheet items. An ideal cash-flow
statement for a startup company consists of twelve months
because of lack of previous financial statements to account for
when making the formulation. Pure Sate being a new venture, it
lacks these financial statements to put in consideration so as to
come up with a concrete cash-flow that reflects the real
operations of the company. However, before the launch of its
operations, a clear picture of how the statements should look
like is expected.
ENDING CASH BALANCE
2017/18 $3,773,303
2018/19 $4,618,165
2019/20 $7,233,575
2020/21 $21,038,849
Income Statement Projection: Ideally, this is referred to a
statement that shows the financial income of a company. It tries

24. to reflect whether the company is making losses or profits. For
a business plan, this is formulated based on the sales forecast,
cost of the sales , expenses likely to be incurred by the
business, interest and any taxes paid by the company. Ideally, it
reflects how well the company is operating, the net operational
worth of the organization.
Balance Sheet :This is also referred to as asset and liabilities
statement. As from the words, it comprises the assets of the
company, all the liabilities to be paid by the company and other
aspects. This helps to compute the overall net worth of the
business. The balance sheet of Pure Sate basically comprises of
the initial cost of investment and relatively the sales income
forecast with few to no liabilities.
1st Quarter
TOTAL ASSETS/Liabilities/Net Worth
$891,913
2nd Quarter
TOTAL ASSETS/Liabilities/Net Worth
$1,285,327
Break-even Analysis: This gives the view of the viability of the
business from its operations. It is a situation when the expenses
of the company are in line with sales realized. This analysis is
done on annual basis in order to establish how the business has
performed. For a business to be viable, its overall income or
revenue should exceed the expenses and interest (Ramini, Grani,
Fankem, Ghiribaldi, Bartolini & Bertozzi, 2014).
Year 1 Monthly Average $80,601 2017/18
Year 2 Monthly Average $82,082 2018/19
Year 3 Quarterly Average $250,657 2019/20
References
Barringer, B. (2012). Entrepreneurship: Successfully Launching

25. New Ventures, (2012).
Disatnik, D., Duchin, R., & Schmidt, B. (2013). Cash flow
hedging and liquidity choices. Review of Finance, 18(2), 715-
748.
Ramini, L., Grani, P., Fankem, H. T., Ghiribaldi, A., Bartolini,
S., & Bertozzi, D. (2014, March). Assessing the energy break-
even point between an optical NoC architecture and an
aggressive electronic baseline. In Design, Automation and Test
in Europe Conference and Exhibition (DATE), 2014 (pp. 1-6).
IEEE.