BUS 599 ENTIRE COURSE STR LATEST
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BUS 599 ENTIRE COURSE STR LATEST
(All Discussions All Mini Project And All
Project Assignments)
Week 1
Due Week 1 and worth 20 points
Important Notes
- This exercise is considered an academic writing
exercise. Quality of response, grammar, and punctuation are considered in
your overall grade.
- This exercise does not require the use of APA format or
a cover page.
Throughout this course, you will develop a
series of written papers / projects that you will later combine into a complete
business plan for a Non-Alcoholic Beverage company. For this exercise, you must
first review the “NAB Company Portfolio”. The mentioned portfolio contains the
company parameters and details you must follow when developing your company.
Provide the following information to set the
foundation for your non-alcoholic beverage (NAB) business plan.
1.
Create your NAB
company name and explain its significance.
2.
Develop your company’s
Mission Statement and provide a rationale for its components.
o Hints: Use the Statement of Mission template
on pp. 72-73 on the course textbook: Successful Business Planto aid
your development.
o Extracting appropriate information from the
NAB company portfolio, where applicable. You should fill in other required
items in the template using your personal preferences. Note:You
will need to recreate the template. You may attach your completed template to
your response as an attachment.
3.
Cite the resources you
have used to complete the exercise. Note:There is no minimum
requirement for the number of resources used in the exercise.
4.
Provide constructive
feedback to at least one (1) classmate’s post. Assess the credibility of the
student’s rationales.
Week 2
“Growing Honest Tea” Please respond to the
following:
- Review the following documents:
- Honest Tea’s business plan for 1999(PDF).
- A strengths, weaknesses, opportunities, and threats
(SWOT) analysis based on Honest Teas’ business plan(PDF).
- Suppose Honest Tea has hired you as a consultant to
evaluate the completeness of their strategy for future growth. Base your
evaluation on the provided SWOT analysis.
- Watch the following videos:
Watch VideoHow entrepreneurs can change
society – the story of Honest Tea: Seth Goldman at TEDxMidAtlanticDuration:
(12:33)YouTube URL:http://www.youtube.com/watch?v=21d7sOyVGKgWatch VideoDr.
Woody Interviews Seth Goldman of HONEST TeaDuration: (6:02)
User: drwoodymedia –Added: 12/9/13YouTube URL:http://www.youtube.com/watch?v=RNERSmkIUHo
User: drwoodymedia –Added: 12/9/13YouTube URL:http://www.youtube.com/watch?v=RNERSmkIUHo
- Evaluate Seth Goldman’s leadership performance on the
concept of the “Triple Bottom Line” using at least two (2) examples from
both resources (at least four [4] total examples) to support your
evaluation.
Week 3
“Don’t Miss the Mark” Please respond to the
following:
- Watch the following videos:
- Watch VideoSmall Business Success Story: Heart Juice
Heart-Healthy BeverageDuration: (3:12)YouTube URL:http://www.youtube.com/watch?v=lYX04wiMYmQ
- Watch VideoNon-alcoholic drinks-Iran-10-02-2011Duration:
(5:54)YouTube URL:http://www.youtube.com/watch?v=0-4ivPwMDCE
- There are two (2) very different target markets and
sales forces discussed in the videos. Identify some of the key differences
between the organizations’ sales forces and target markets. Explain the
value of developing a sales force based on the target market. Use examples
from each video to support your response.
Week 4
“A Rotten Apple?” Please respond to the
following:
- Watch the following 2013 Bloomberg’s video
Watch VideoApple’s Next Products: Is a New
Strategy Needed?Duration: (4:23)YouTube URL:http://www.youtube.com/watch?v=glnTz5HD05U
- Based on the video, fast forward to current day and
give your opinion on whether or not Apple’s product strategy should change
given its current rate of success and potential competing companies (i.e.
Samsung, etc.) operating within their market. Provide a rationale for your
response.
- For reference, review the supplemental article
on Michael Porter’s Five Forces.
Week 5
Week 6
- Watch the following videos:
Watch VideoHow entrepreneurs can change
society – the story of Honest Tea: Seth Goldman at TEDxMidAtlanticDuration:
(12:33)YouTube URL:http://www.youtube.com/watch?v=21d7sOyVGKgWatch VideoDr.
Woody Interviews Seth Goldman of HONEST TeaDuration: (6:02)
User: drwoodymedia –Added: 12/9/13YouTube URL:http://www.youtube.com/watch?v=RNERSmkIUHo
User: drwoodymedia –Added: 12/9/13YouTube URL:http://www.youtube.com/watch?v=RNERSmkIUHo
- Evaluate Seth Goldman’s leadership performance on the
concept of the “Triple Bottom Line” using at least two (2) examples from
both resources (at least four [4] total examples) to support your
evaluation.
Week 7
Week 8
“Mission Possible” Please respond to the
following:
- Describe how an organization’s mission statement and
values are supported by specific aspects in the marketing, operations,
technology, management, and social responsibility sections of a business
plan.
- In a real life situation, feedback from your business
plan development team can be extremely valuable. Explain the value of
receiving feedback from your ‘team’ (your instructor and fellow students)
on the various sections of your non-alcoholic beverage (NAB) business plan
while you work towards making necessary revisions.
Week 9
“Pitch Perfect” Please respond to the
following:
- Then, rank the following factors in order of importance
when developing an elevator speech, and provide a rationale for your
response.
- Speech is confident, not arrogant
- Use of positive and compelling words
- Short in duration
- General to the industry in question
- Specific to the company’s mission and company’s values
Week 10
“I Have a Plan” Please respond to the
following:
- Per the text, planning isn’t just what you do to go
into business; it’s what you have to do to stay in business. Speculate on
the planning mechanism(s)
Week 11
“Stronger than Yesterday” Please respond to
the following:
- Suppose you were invited to join a team in charge of
developing an organization’s Business Plan. Explain the strengths that you
personally would bring to the team. Provide a rationale for your response.
“Don’t Miss the Mark” Please respond to the
following:
- Watch the following videos:
- Watch VideoSmall Business Success Story: Heart Juice
Heart-Healthy BeverageDuration: (3:12)YouTube URL:http://www.youtube.com/watch?v=lYX04wiMYmQ
·
- Watch VideoNon-alcoholic drinks-Iran-10-02-2011Duration:
(5:54)YouTube URL:http://www.youtube.com/watch?v=0-4ivPwMDCE
- There are two (2) very different target markets and
sales forces discussed in the videos. Identify some of the key differences
between the organizations’ sales forces and target markets. Explain the
value of developing a sales force based on the target market. Use examples
from each video to support your response.
Week 3 Project Deliverable 1: SWOT
Analysis
Due Week 3 and worth 100 points
In this assignment, you will conduct a SWOT
(Strength, Weakness, Opportunity, and Threat) analysis for the type of beverage
you have selected, and for your company overall. As you work on the assignment,
consider why you have chosen one type of non-alcoholic beverage over another
and the reasons for that choice. As you complete your SWOT analysis, be sure to
include external factors such as industry / market trends and competition, and
internal factors such as your capabilities or abilities to reach certain market
segments.
Write a three to five (3-5) page paper, in
which you:
1.
Describe the trends in
the non-alcoholic beverage industry, especially the specific type of beverage
category you have chosen. Justify at least three (3) reasons why you have
chosen this type of non-alcoholic beverage.
o Hints:Research and outline beverage industry trends. Consider the size
and growth rate of the industry overall and the specific beverage type you have
chosen. Use the worksheet in the course text (p. 88 | Past and Future
Growth of Your Industry) to help you project the future growth rate.
Consider the use of industry associations and search engines to find reliable, recent
data.
2.
Choose one (1)
strategic position from the course text (pp. 142–143) that you believe is the
best strategic position for your company. Explain the approach you will use to
implement this strategic position in order to distinguish your beverage from
other non-alcoholic beverages.
3.
Provide an overview of
your company’s distribution channels. Explain the manner in which your product
will reach end users. Provide a rationale for your chosen method.
o Hints:For example, will you sell your beverage in grocery stores,
restaurants, or sports venues? If so, describe the types of resellers and
distributors who will sell to resellers and fulfill their orders. If you are
attempting to sell direct-to-consumers, such as online via a monthly
subscription, how will you manage warehousing / fulfillment / shipping?
4.
Outline at least three
(3) types of risks (including any regulatory risks) that your business faces.
Describe your company’s plan to mitigate such risk.
o Hints:You may refer to the types of risk listed in the course text
(pp. 148–149) as well as any risks not listed in the text. Regulation weighs
more heavily on beverage and food businesses than many other types of
companies, so be certain to consider any regulatory risks your type of beverage
faces. For example, what kind of regulation and / or risks are you likely to
face if you make health claims about your beverage?
5.
Develop a SWOT
analysis for your NAB company using the SWOT matrix worksheet in the course
text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats)
o Hints:What are your company’s likely strengths? Have you chosen a
beverage segment that is growing and lacks an entrenched competitor? Are you in
a niche market that has great potential? What are the strengths that you and
other team members bring to your company? Do you or other team members have
previous experience in the food and beverage industry?
o Hints:What are your company’s likely weaknesses? Is the competition in
your industry segment entrenched? Is your own management team inexperienced?
Will it be challenging to actually produce your product and maintain quality?
o Hints:What are your company’s opportunities? Does your segment have
more demand than supply? Have larger corporations stopped serving smaller or
niche markets that you could enter? Is a new market emerging because of
demographics, immigration, changing tastes?
o Hints:What are your company’s threats? Is there a clear market leader
that will be hard and expensive to displace? Are downward-pricing pressures in
the segment making profit margins slim? Are there little or no
barriers-to-entry for new competitors; if you have a novel idea that succeeds,
can the competition easily enter your market? If you have a global aspect to
your company, do factors such as currency fluctuations, political instability,
offshoring or outsourcing pose threats?
6.
Format your assignment
according to these formatting requirements:
1.
Be typed, double
spaced, using Times New Roman font (size 12), with one-inch margins on all
sides; references must follow APA or school-specific format. Check with your
professor for any additional instructions.
2.
Include a cover page
containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page and the reference page are
not included in the required page length.
3.
Cite the resources you
have used to complete the exercise. Note:There is no minimum
requirement for the number of resources used in the exercise.
The specific course learning outcomes
associated with this assignment are:
- Analyze the role of a company mission, vision, and
objectives and the impact to business strategy.
- Describe strategic planning techniques used to
formulate alternative strategies designed to achieve stated business
goals.
- Analyze the external and internal environment for
opportunities, threats, strengths, and weaknesses that impact the firm’s
competitiveness.
- Use technology and information resources to research
issues in strategic management.
- Write clearly and concisely about strategic management
using proper writing mechanics.
Week 4 Project Deliverable 2: Marketing Plan
Due Week 4 and worth 100 points
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.
o 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).
o Outline the demographic information for your
company specified on the worksheet in the course text (p. 107 | Demographic
Description).
§ 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.
o Use the factors listed in the course text
graphic (p. 123 | Assess the Competition) to assess your company’s
market competition.
o 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.
o 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).
o
§ 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.
o
§ 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.
o
§ 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:
2.
Cite the resources you
have used to complete the exercise. Note:There is no minimum
requirement for the number of resources used in the exercise.
3.
Be typed, double
spaced, using Times New Roman font (size 12), with one-inch margins on all sides;
references must follow APA or school-specific format. Check with your professor
for any additional instructions.
4.
Include a cover page
containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page and the reference page are
not included in the required page length.
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.
o
§ 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.
Week 6 Project Deliverable 3: Ethics & Social
Responsibility Plan
Due in Week 6 and worth 100 points
Read Chapter 14 of the course text: Successful
Business Plan. When completing this assignment, refer to the sample social
responsibility plan preparation form on pp. 261-262 and the sample business
plan on pp. 263-264.
Write the three to five (3-5) page ethics and
social responsibility section of your business plan, in which you:
1.
Describe the ways in
which your company is committed to being a good corporate citizen.
o Hints:Consider the following areas:
§ Creating jobs
§ Following the laws of every jurisdiction in
which your company operates
§ Fair and honest treatment of employees
§ Non-discrimination of employees and increasing
diversity of your work force
o Hints:If your company is designed as a social venture—in which you
have a primary purpose of achieving a social or environmental goal—describe
what that goal is and what aspects of your company are designed to reach that
goal. Provide a rationale for why you have or why you have not chosen this to
be a social venture.
2.
Discuss how your
company’s activities will affect the environment and identify the steps you
will take to mitigate any negative impacts.
o Hints:As a beverage company, consider such issues as your choice of
packaging, disposal of bottles / packages by consumers, and your use of
resources, such as water in areas where water may be scarce.
3.
Determine any health
issues / claims related to the product you are making, whether negative or
positive. Suggest the strategy your company will use to mitigate any negative
issues, and to ensure any positive claims are true.
4.
Many beverage products
have negative health impacts on certain segments of a population (e.g.,
children, pregnant mothers, etc.). Suggest your company’s plan, through
advertising, distribution, and / or other methods, to target and reach only
appropriate market segments.
5.
Format your assignment
according to these formatting requirements:
6.
Cite the resources you
have used to complete this exercise. Note:There is no minimum
requirement for the number of resources used in the exercise.
7.
Be typed, double
spaced, using Times New Roman font (size 12), with one-inch margins on all
sides; references must follow APA or school-specific format. Check with your
professor for any additional instructions.
8.
Include a cover page
containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page and the reference page are
not included in the required page length.
The specific course learning outcomes associated
with this assignment are:
- Assess how ethics, corporate social responsibility, and
environmental sustainability impact strategy.
- Use technology and information resources to research
issues in strategic management.
- Write clearly and concisely about strategic management
using proper writing mechanics.
BUS 599 Week 8 Project Deliverable 4 –
Business Plan – Draft
BUS 599 Week 9 Project Deliverable 5 –
Executive Summary & Presentation
BUS 599 Week 10 Project Deliverable 6 –
Business Plan – Final
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