Business Plan on "Business Plan Proposal"
Business Plan 5 pages (1291 words) Sources: 4 Style: APA
[EXCERPT] . . . .
Business Plan ProposalBusiness Description
The proposed business is going to manufacturer and market high energy frozen yogurt bars as impulse purchases throughout grocery stores, supermarkets and specialty retailers. This segment of the frozen dessert industry is one of the most recession-resilient and also one of the most fragmented, which translates into the opportunity to gain market share rapidly given current economic conditions. The high energy drink market continues to have an exceptionally strong growth and new product introductions with 400 new products introduced in 2008 alone (Shelke, 2009). The most popular is Living Essentials 5-hour Energy (Shelke, 2009) which delivers high levels of B-complex vitamins without the sugar crash others do. The intended product will have the ability to deliver a satisfying snack and the rush of energy that 5-Hour Energy provides without the side effects of Monster drinks and others that lead to sugar crash hours after consuming it.
Industry and Market Analysis
The frozen desserts industry in the U.S. had relatively flat growth in 2008, gaining just 1.8% in sales in 2008 and attaining a value of $9.7B. Despite this relatively slow growth during the global recession, ice cream and frozen yogurt sales are expected to climb to $10.7B by 2013, an increase of 9.4% since 2008. This is attributable to the hybrid product strategies of market leaders including Unilever, who owns the Ben & Jerry's and Breyer's brands, significantly increasing their investments in R&D and market research including psychoigraphi8cs to better predict the preferences and wants of consumers. The partnering wit
download full paper ⤓
Figure 1 provides an analysis of the U.S. Market Shares by Frozen Dessert type. The frozen yogurt market is not dominated by a single global competitor; each relies on product line extensions to address this market (Reast, 2005).
Figure 1: 2009 U.S. Market Shares by Frozen Dessert (estimated)
Product/Services
Estimated 2009 Share
Regular Ice Cream
61.3%
Reduced Fat, Light, Lowfat, and Nonfat Ice Cream
25.7%
Water Ices
4.3%
Sherbet
4.1%
Frozen Yogurt
3.9%
Other
0.7%
Sources: (Gloria, 2008) (Securities and Exchange Filings by Unilever & Dreyers)
The frozen yogurt market is treated by the most dominant frozen dessert manufacturers as a product line extension, as their main ice cream businesses are generating 67.2% of the total market value in the U.S. (Gloria, 2008). Over decades the industry has become more reliant on ice cream as the dominant product as distribution relationships with supermarkets and hypermarkets are for the most part based on margins and profits from these products. Frozen yogurt has delivered exceptionally high margins and profits to distribution channel partners however due to its unique differentiation (Walker, 2007) and has not been a primary focus of the leading producers in this industry. This translates into a significant opportunity for the proposed product of this business plan; it is addressing a market that for the most part has been ignored by larger competitors.
Competitive Analysis
The competitive dynamics of the market are oligopolistic in that three frozen dessert companies dominate the majority of the market. Each of them has specific strengths in the frozen yogurt area of their product lines, yet none has this as a primary focus on their manufacturing operations (Gloria, 2008).
Figure 2: 2009 Frozen Dessert Market Shares (estimated)
Major Player
Est. 2009 Market Share Range
Unilever PLC
24.0%
Dreyer's Grand Ice Cream Holdings, Inc.
18.0%
Dean Foods
13.0%
Wells' Dairy, Inc.
12.0%
Other
33.0%
Sources: (Gloria, 2008) (Securities and Exchange Filings by Unilever & Dreyers)
Of the… READ MORE
Quoted Instructions for "Business Plan Proposal" Assignment:
Hi, I am interested in a business proposl report. The item and format to address are:
1.Business Description
2.Industry and market analysis
3.competive analysis
4.market concept
5.Human resources
6. 5 references
Thanks
How to Reference "Business Plan Proposal" Business Plan in a Bibliography
“Business Plan Proposal.” A1-TermPaper.com, 2009, https://www.a1-termpaper.com/topics/essay/business-plan-proposal-description/939. Accessed 5 Jul 2024.
Related Business Plans:
Business Plan Retail Pharmacy Business Plan
Business Plan
This business plan is for a retail pharmacy. The pharmacy is going to provide two distinct product lines -- pharmaceutical and retail. The organization will be designed around… read more
Business Plan 8 pages (2186 words) Sources: 5 Topic: Medicine / Pharmacy
Business Plan for Traditional Chinese Medicine Practitioner Business Plan
Business Plan
This business plan pertains to a new Traditional Chinese Medicine (TCM) clinic, to be located in Koreatown, Los Angeles. The clinic will primarily target the area's sizeable Korean… read more
Business Plan 8 pages (2364 words) Sources: 1+ Topic: Business / Corporations / E-commerce
Business Plan for Legal Nurse Consulting Business Plan
Business Plan for Legal Nurse Consulting
Legal Nursing Services Inc.(LNS) is a proposed legal nursing consulting firm which will be located in Baltimore, Maryland. The firm will be staffed with… read more
Business Plan 7 pages (1974 words) Sources: 8 Topic: Business / Corporations / E-commerce
Small Business Plan for a Photography Program Business Plan
Small Business Plan for a Photography Program
The business plan proposes to develop a company that would sell photos made by teenagers in a school, both through a partnership with… read more
Business Plan 3 pages (805 words) Sources: 0 Topic: Business / Corporations / E-commerce
Business Plan Financial Projections as Noted Term Paper
Business Plan
Financial Projections
As noted, the target market is adults over 50 in Nassau County. This population is 485,080. Not all of these adults are going to be in… read more
Term Paper 3 pages (700 words) Sources: 3 Topic: Business / Corporations / E-commerce
Fri, Jul 5, 2024
If you don't see the paper you need, we will write it for you!
We can write a new, 100% unique paper!