The juice industry already contains a wide range of tastes and flavors in juice. Findings: Our marketing research department found the opportunity to provide our customers a new test through juice. Our source of data is internet, other company profile, published magazine by other company, market survey, questionnaires etc. We believe if we can use and manage our targeting system appropriately maybe we can capture success to our customer. When our distributor team will be successful to fulfill 2 divisions then they will try to capture other divisions in this targeting way. Our distributors will firstly capture high financially able customers and secondly capture middle category and then lower and poor level customer of Dhaka and Chittagong division. The death of one of the owners will not terminate the business. Since this business will be commenced as a partnership. So there is a surety of recovery from any kind of loss caused by uncertainty. The creation of unique and healthy productīecome as the best new fruit juice company in BangladeshĪll equipments and assets purchased will be insured in Bangladesh General Insurance Company. Turn in profits from the second year of operations The aim of our firm is to serve all types of customer in our country within three years according to division basis with the following objectives: Gaining customer satisfaction through quality product Integrity: Customer satisfaction in terms of taste and extensive cooperation between suppliers and retailers in order to deliver value to customers. Innovation: We will take attempts to continuously innovate our product to remain relevant and competitive in the market. Quality: Our strawberry juice will be of the highest quality and most nutritious. Redstraws Company Limited puts its vision as to build customer’s trust by being committed to highest quality standards and thus to achieve highest market share in the Bangladesh Juice industry. Redstraws Company Limited is a Partnership and medium sized business. For such increasing demand Redstraws Company Limited decided marketing strawberry juice. Then day by day the demand of strawberry increased in Bangladesh. Though Strawberry comes in 1996, but it was cultivated business purpose in 2005 in Rajsahi. Strawberry came first in Bangladesh from UK. The weather of Bangladesh proved suitable for strawberry farming although this delicious food is normally produced in countries having cold weather, particularly in the west. Strawberry is highly profitable and nutritious fruit. Due to successful cultivation in 2008-2009 fiscal, hundreds of people are interesting to cultivate strawberry in 2009-2010 fiscal. Strawberry, a new crop in Bangladesh is getting popularity. Finally based on the findings of our research team we are hopeful that people will like our juice and we will be able to capture our target market and thus we will be able to run a profitable business. The flavor of our juice itself is the Unique Selling Proposition (USP) of our product. Our main focus for positioning is to create a value for money brand by giving superior quality and winning consumer trust. We will use all kinds of tradition media to promote our product including TV channels, radio, newspapers, and magazines. Our detail breakeven calculation is given in financial part. We are hoping to reach breakeven point in 2nd year of operation. Initially we are setting up a plant which has a capacity of producing 2500 tons per year and we will increase production capacity as demand increases. We will distribute our product by two well known retail chain shops as well as by other retailers through wholesaler. We will start our operation by distributing our products in Dhaka and Chittagong division. Initially we are focusing on higher, higher middle and middle class segment (according to income). We are offering sugar free 100% pure strawberry juice in 250ml, 500ml and 1000ml bottles. Our target is to introduce people with a new distinguished flavor and thus capture our target market gradually. Although people of our country are familiar with this name by now but existing companies are not offering any strawberry juice. That gives us a chance to serve this market with a totally different flavor and that is “Strawberry”. People are drinking these familiar flavors for quite a long time and seems like there is a good scope for a new a flavor in this market. This industry is basically filled up with various types of juices like, mango juice, orange juice etc. Fruit juice industry is one of the largest and vibrant industries in Bangladesh with a reach of almost every corner in the country.
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