BUSINESS PLAN

Business Plan: UK Dairy Company Entering into Chinese Market



Table of Contents

Business Plan: UK Dairy Company Entering into Chinese Market4

Introduction4

Objectives6

Mission6

Company Summary7

Company Ownership7

Start-up Summary7

Management Summary10

Personnel Plan11

Background of the Chinese market11

Internal analysis13

Good Morning Dairy13

Good Morning Dairy dairy products14

Research and development15

The external analysis16

The market structure16

Market Segmentation18

Target Market Segment Strategy20

Industry Analysis20

Competition and Buying Patterns21

Competition21

Place25

Product25

Promotion26

Price27

Marketing strategy28

Steps for market penetration29

Tactics30

Product30

Price31

Place32

Promotion33

Strategy and Implementation Summary34

Sales Strategy34

Sales Forecast34

Competitive Edge36

Milestones36

Products to be Introduced37

Drinking yoghurt37

Fruit yoghurt - adult38

Fruit yoghurt - children38

Proposed future developments38

Fruit yoghurt for adults40

Fruit yoghurt for children40

Drinking yoghurt40

Financial Plan41

Important Assumptions42

Break-even Analysis42

Projected Profit and Loss44

Projected Cash Flow46

Projected Balance Sheet48

Business Ratios50

Business Plan: UK Dairy Company Entering into Chinese Market

Introduction

This paper investigates the possibility of Good Morning Dairy company entering the Chinese market. The business plan gives an insight and analyses the company's internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Good Morning Dairy in optimising performance when targeting the Chinese market.

Good Morning Dairy is a new organic bakery specializing in gluten, wheat and dairy free products. Within the last three years there have been significant increases in demand for these bakery products. This can be explained to a large degree by the fact that up until recently Americans have had food allergies that have been undiagnosed. It has been only in the last few years that medical doctors have begun to diagnosis food allergies correctly. What was once an unknown problem that affected so many people with no recourse has become a manageable ailment that is easily dealt with through modification of diets? This is very positive for both those people that are affected as well as bakeries such as Morningstar that specialize in these products.

The Products

Morningstar offers a wide range of exciting products. The first group is spelt breads, muffins, and pastries. Spelt is used as there are far fewer people that are allergic to this grain. Yeast allergies are also common and Morningstar offers a menu of yeast free breads. Dairy free muffins and pastries are offered for vegans. Lastly, egg free breads, muffins, and pastries are offered.

Customers

Morningstar will focus on three distinct customer segments. The first group is the Allergy group. This segment is growing at 15% a year with 32,000 potential customers. The second niche is the Doctor group. This segment is also growing at 15% with 14,200 potential people. The last group is the Dieters group. This segment is typically making modifications to their diet based on their desire to lose weight. This niche also is growing at 15% with 48,000 possible customers.

Management Team

Recognizing the importance of human capital, Morningstar has assembled a strong management team. The team is led by Donna Sharp. Donna comes to Morningstar with 10 years of baking experience. In addition to her industry specific experience, Donna has had 2 years of management experience. Donovan Bailey brings financial skills to Morningstar after a 15 year CPA career. Tara Juniper-Reid will lead the marketing efforts having participated in her ...