Archive for month: September, 2021

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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.
   • 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).
   • Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description). Click here for help accessing a specific page number in your eBook.
     • 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.
   • Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.
   • 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.
   • 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).
   • • Hints: Before you choose your marketing vehicles, you must determine the message you want to convey through those vehicles.
2. 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.
   • • 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.
   • • 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:

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.
   • • 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.

Click here to view the grading rubric for this assignment.

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In this third week assignment, you will prepare a brief outline in which you will draft the main content areas to be examined in greater detail in the Final Project. To begin, select one of the following groups in need from which you will base your outline:

• Children and families
• The elderly
• The homeless
• Mental illness
• Physical disability

Prepare an outline that identifies (lists) and describes each of the content areas below (three to five sentences for each area) that you might use with clients from this group if you were a human services professional.

Communication Book:

• Describe one communication theory that can be applied in a health and human services setting.
• Describe an effective verbal communication technique in a health and human services setting and how you would use it.
• Describe an effective nonverbal communication technique in a health and human services setting and how you would use it.
• Describe one empathy skill in interpersonal and group settings (e.g., one-on-one client interaction, facilitating a group session, etc.)  and how you would use it in both situations.
• Describe the impact of family, culture, and gender related to your communication with clients.

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Ergonomic Assessment

Objectives:

Upon completion of this activity, you should be able to:

1. Understand the relationship between the physical work environment and the employee’s morale and performance.
2. Apply principles of ergonomics to design a work space which meets the needs of the employee and produces a healthy and productive environment.
3. Perform an ergonomic assessment of an existing work space.
4. Submit your assessment in a Word document to the Drop Box as instructed.

Instructions:

1. Review the PowerPoint presentation in Lecture Notes on ergonomics.
2. Do a Web search on ergonomics and review various sites to gain more insight into this topic.
3. This activity is designed to give you an opportunity to apply ergonomic principles to evaluate an existing computer work station. You may evaluate your own computer work station or that of a co-worker or friend.
4. Based on principles from your reading and research, assess the computer workstation and work habits of the user for ergonomic effectiveness. Consider lighting, chair, desk, position of computer and monitor, and any environmental factors. Discuss work habits, both positive and negative.
5. Provide justification for your assessment and a plan of correction for improving ergonomic work status.
6. Use Microsoft Word to produce a 2 to 3-page evaluation and correction plan.

Evaluation:

This activity will be evaluated for:

1. Completeness of observations
2. Accuracy of assessment
3. Appropriate plan of correction

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