A business plan is suggested for a new brand of fresh juice in San Francisco called Kingman juice. This juice will be focused on provision of quality and good customer care rather than price. To ensure this succeeds, the product shall be prepared based on contracts and order placement that will be aided by our able staff in sales and promotions. The business shall be located at the suburb of San Francisco business center to reach customers in need of comfort, quality and freshness of products. Customers shall mainly comprise families and individuals with a feeling for fresh products including university students and working class of people. The working hours shall be flexible enough to make sure that as many customers as possible are reached by the product. Pricing shall be competitive and slightly above normal market price because of the quality interiors and customization of all products providing convenience in the process of consumption. All government procedures shall be followed including taking licenses and payment of taxes in advance on an annual basis. Distribution shall be at the headquarters for inbound customers and spread within branches through outside catering when such orders are placed also at competitive prices within the market.
The situation in market
Operating a juice restaurant is increasingly becoming a sustainable business enterprise given increase fight against alcoholic dreams by governments and the realization that people need nutritious drinks even as they observe matters of their health and weight (Nagata, Heyman & Wojcicki, 2012). Kingman juice restaurant comes as a revolution to the juice industry targeting mainly elderly customers and people observing their weight limits. With the introduction of this product into the market, it is anticipated that fair competition will be felt against some of the established juice restaurants in Francisco city. The objectives of this business shall be as highlighted
- To offer juice products to a diversity of customers in Francisco with expansion plans for the entire US and global markets on long term
- To offer supplemented products against competition in terms of nutrients and value addition as a health strategy
- To serve our products at esteemed locations appealing to customers as well as offering carry away services
- To demonstrate a revived customer service environment in juice restaurants within Francisco
The product analysis
In San Francisco, already there are some restaurants that offer similar products whose appeal is the green strategy such as the Living Green as well as Green & Co. juice restaurants (Yelp, 2015). An analysis of this industry suggests that many of the companies promise to serve fresh juices but eventually do not because of preparing them in advance for anticipated customers. The problem is that when customers come later, most of the juices are stale and unappealing. Our strategy in this business will be to utilize this business opportunity. We shall have salespersons whose function will be to look for orders and contracts for supply of fresh juices to customers. Only after these orders have been certified shall the preparation of the juices begin so that the freshness quality.
Unlike many competitors, the customers of our restaurant will be able to see the preparation process because the preparation room and the restaurant lounge shall be in the same area only enclosed using transparent building materials. This will enable customers in the restaurant to confirm that the juices prepared are indeed fresh and just in time.There shall also be a diversity program to enable customerswith families enjoytogether at our restaurant. With this, our restaurant shall be made with two sections one of which shall be dedicated to the preparation of fresh juices and the other for tea and related products
Price and package analysis
Our products do not really aim to be the cheapest in town but to provide the quality that has been admired by customers. Generously, we understand that customers are in need of freshest products at their own convenience. Our strategy shall be package products into smaller packs unlike the competition so that customers with low income can still afford them. A package of 300 ml will be smallest trading at $3 which is slightly more than the competition in San Francisco (Nagata, Heyman, & Wojcicki, 2012).
The restaurant will be focused on quality juice as the product position. It will however be formulated to associate the juice and restaurant at large with relaxation as well. For customers in need of speed, a special juices and drinking rooms shall be designed to accommodate them for example students on short breaks. Relaxation would be ensured through establishing a swimming pool around the restaurant as well as installing a mega display monitor for local news, movies and sports that visitors, can watch as they enjoy their juicy drinks. Another form of quality will be reflected on the design of the interior and exterior envirobment around the restaurant focussing on fancy designs and attractive coaches. Customers visiting with their families will be provided with changing rooms for children and special children rooms fixed with learning and relaxation materials and play things.
The product display will be a point of focus such that the juice will be served fresh in custom made and branded equipment bearing the name of the restaurant other than using general utensils. The use of branded products would highlight the aspect of quality and relaxation, the positioning elements of the product since this has been identified by Peters (2013) as an important attribute of the fresh juice market in San Francisco. Similarly, diversity of products is suggested focusing on foods that complement juices such as fresh cakes and baked breads. Other products that may be found as inevitable will also be introduced to be taken alongside the juice. Given that visitors are also targeted, it is suggested that another branch will be opened near the universities and equipped with new staff that are receptive and welcoming. Other than serving customers within the restaurant, outside catering within the compound, as well as outside catering away from the compound will be used as additional strategies whose rates though affordable by the customers, would be slightly higher than normal.
For efficiency in customer care, a reenergized group of staff will be deployed for established branches while maintaining experienced staff members at the headquarters location for consistency in service delivery. However, it is also suggested that the restaurant will incorporates a few local people as casuals in its activities as a way to identify with their customers and as a way of promoting the local community who may be needy. For greater efficiency, it is also suggested that the operating hours shall be flexible and extended from the current to serve inbound customers from 6.00 am to 9.00 pm to be able to attract early and late customers as a value addition strategy. This time may not be exhaustive and it is therefore suggested than in the long term basis, the restaurant shall introduce extended time especially for weekends and holidays probably extending closing time to midnight
The proposed marketing strategies for the new juice in San Francisco fresh juice market highlighted in this report are not exhaustive but remain flexible to incorporate future advancements in the operations of the restaurant focusing on the Kingman juice. Generally, key strategies within the target market expanding it to incorporate a wider market through establishing branches and targeting visitors and students in need of outside catering for snacks and fresh juice within the campus. These strategies are expected to make Kingman juice restaurant to be a profitable and reputable enterprise in the industry.
Nagata, J. M., Heyman, M. B., & Wojcicki, J. M. (2012). Evaluation of a Fresh Fruit Distribution Program in an Ethnically Diverse San Francisco High School.ISRN Public Health, 2012.
Peters, E. J. (2013). San Francisco: A Food Biography. Rowman & Littlefield.
Yelp (2015). Best fresh juice bar in San Francisco, CA. [Online]