Running head: MIETTE COMPANY BUSINESS PLAN 1

Miette Company Business Plan

Students Name

Institutional Affiliation
MIETTE COMPANY BUSINESS PLAN 2

Executive Summary

The main focus of the case study is evaluation of a business plan for a certain non-

Alcoholic Beverage Company. The company being evaluated is named Miette Company which is

located in Paris France. The evaluation will be based on the assessing the management,

competition, marketing and sales strategy, management and ownership, technology and

administration strategies to be employed in the company. The Miette Company is one among

the best non-alcoholic beverage company which serves the customers desires and interest. Miette

Inc. is developed from a French name ‘Miette’ which means sweet and pleasant. Its importance

in the industry is to ensure the provision of completely sweet organic juices from agricultural

products mostly fruits. It aims at providing very quality non-alcoholic drinks which are

manufactured with friendly ingredients that are free from chemical substances. Operation of the

industry is environment friendly and its products have no side effects people to the users. The

company is focused on providing quality products to offer customer satisfaction and have value

proposition for the customer’s money. The aim of the company is being the best non-alcoholic

company in the world. Soft drinks and related products are the main product line of the company

which includes diversified products such as fresh milk, yoghurt and mineral water. The mission

statement of the company is creating value whilst making a pertinent difference. The type of

products provided by Miette Company has the largest world selection comprising of an

approximate total of 2000 products. The large section is based on product categories. They are

categorized into tea, coffee, fruit drinks, and water and diet categories among others.
MIETTE COMPANY BUSINESS PLAN 3

Company Description

Miette is a non-alcoholic beverage company operating within European Union countries.

There are multiple beverages on the European market that promotes different flavors of the

drinks and allow healthy lifestyle decisions and competition. However, most of the drinks

contain harmful elements that does not maximize the well-being of customer’s heath. The target

on selection is to offer non-alcoholic beverage that will contain only natural food substances and

preservations, acids of all kind will not be used in the product. The product of choice will be

made up of soda, water and fruits such as mangoes among other. The name Miette is driven from

a French word meaning small sweat substance. The importance of that the products produced by

the company will retain natural flavor of the fruits used. Its initial show that the company will be

little company. Moreover, because of the little amount of soda used on the products produced is

another definition of the term Miette. Its centrality is to guarantee the arrangement of totally

sweet natural juices with extraordinary quality among well-being cognizant individuals.

The organization is centered around giving quality items while building ventures to be the

main non-mixed refreshment organization on the planet. The center results of the organization

incorporate soda pops however as of late, it has expanded in the product offering including

mineral water and milk. The statement of purpose of the organization is making esteem while

having an appropriate effect. The sort of items given by Miette Company has the biggest world

choice containing a surmised aggregate of 2000 items. The huge segment depends on item

classes. They are classified into tea, organic product beverages, and water and diet classifications

among others. There are designs by the organization authorities to present water and milk as a

portion of the center Miette items.

Trends in the Non-Alcoholic Beverage Industry

Product Growth Rate - In accordance with the company financial analysts’ information,

projections of the company are that there will be high growth of earning in the coming five years.

This based on financial statements assessments.

Level of Competition- The level of competition from companies such as Pepsi, Coca-

Cola and other companies specializing in the same products. However, the company is promised

of presenting stiff competition and gain market share as time goes because of its unique products

will attract more customers. The offering of substitute goods has been a competitive tool for the

company

Market Share Value- Now, research shows that the non-alcoholic organizations are among

the growing industry in the world. The industry is projected that in the near future, the industry

will be in a position to make great changes to increase customer’s base.

The Miette beverage company is going to target all potential customers within the

European Union member states. Moreover, the company owners are from Paris, France. The

Paris city will serve as the companies Head-Quarter. Additionally, the city is diverse and

maintains high population composed of both tourists and citizens. The company will also target

other 27 EU member countries and the USA as well. However, retailer and farming works will

be located in Miette warehouses and farms respectively. The demographics of the target market

customers of Miette products is driven by the following information; 47% of Western countries

drink bottled non-alcoholic drinks weakly and 21% drinks it on a daily basis. Using the above

information, it can be calculated that European citizens each spend around $500 per month.

The company is also going to target countries such as Turkey, Russia which is not a

member of the EU but a good supplier of important products imported by our company from that
MIETTE COMPANY BUSINESS PLAN 5

country. All targeted countries have a gender-based average of 54 years and below. The

percentage of the male is slightly lower than that of the female within the same age group. The

other target customers will be diabetic customers who are prohibited from drinking sugary

drinks. Miette is going to produce a variety of drinks that contain sugar and others that have no

sugar content on them. The aim of production both categories of the products is to cater to all

customers in the targeted market. Additionally, another target group will be institutional students

of all levels and sports centers.

Market Competition

Competition is a common issue in any organization. It is actually a good strategy for

ensuring company success. Miette is expecting stiff competition from companies specializing in

the same products. Coca-Cola Company and Pepsi Company are considered to the core

competitors of the Miette Company. This is because the two companies re specializing in

similar products as Miette. The stiff competition is expected due to the fact that Coca-Cola

Company has branded itself than Miette. However, Miette is expecting to employ strict

marketing strategies that will help in curbing the expected competition. For instance, Targeting,

segmentation, and positioning will be the core marketing strategies to be used by Miette

Company in branding its image to the customers. Furthermore, Miette is targeting at maintaining

its marketing strategy in order to ensure reduced competition in the near future. In grabbing the

market value, Miette is focusing on making quality products and selling them at a reduced price.

Furthermore, offering substitute’s goods is another core strategy to help in the process of

ensuring reduced competition.

Strategic Position & Risk Assessment

Miette is focusing on using market share as the strategy position. This will be enhanced

through integrating appropriate market leadership professionals. The set appropriate market

leadership will equip Miette with great market share ensuring success in the operation.

Furthermore, the market share will be enhanced through posing challenge to new entrances

hence allowing the company do a concrete exploitation of its economies of scale by selling its

products at a reduced price to the customers The best strategic position suiting the company is

the market share. The appropriate market leadership equips the company with great market

share. Generally, the company is posing challenges to new entrance hence allowing the company

to exploit its economies of scale by providing their products at relatively low prices.

Risk Assessment

Competitive Risks

Considering the fact that Miette Company will be expecting great competition from other

companies which is seen as a threat to the company, ratifying good strategies that will help in

reducing in reducing the risks will be a good ideal. Coca Cola and Pepsi Co are the main

competitors of Miette and threat to its success. Therefore competitive risk is the main problem

that is likely to be experienced by Miette in its operation. However, the risk is likely to be low

due to the fact that Miette has set comprehensive strategies that a likely to succumb the

challenges. For instance offering substitutes products

Global Risks

Miette is a company recognized by the global market to which it has a fair share. The

company buys assets, pay taxes and suffers liabilities in countries which trade with a large type

of exchanges such as Japanese Yen, Euro, South Africa Rand, US dollar, Kenyan Shilling and
MIETTE COMPANY BUSINESS PLAN 7

Mexican Peso. Subsequently, exchange rates are sophisticated in nature, it leads the company to

experience substantial challenges on its operational revenue because all relevant currencies trade

with US dollar and when its value increase or decrease it affects the company. Moreover,

Sanctions, unexpected devaluation of currencies in those countries it operates leads to decreased

profits obtained from those countries as well as poor performance in assets within the affected

economy.

Product Risk

Water is the main ingredients in all of the products produced by the company.

Furthermore, all agricultural products collected by the company depends mostly on water for the

manufacturing process. In addition, water is the backbone of the company’s sales through drinks

it manufactures. Nonetheless, water is a scarce resource and is not fairly distributed globally.

There are some countries in which it operates where water is not easily accessible challenging

the company’s power to have an impact in those countries because of the high demand of food

leading to high prices to other manufacturing products whose depend on water for the

manufacturing process to incur losses. These challenges have forced Miette Inc. to incur high

costs of production leading to small profits and net functioning returns.

Risks (SWOT Matrix)

SWOT matrix can be essential tool in assessing the position and performance of the company.

They include:

(S)Strengths
MIETTE COMPANY BUSINESS PLAN 8

The company portrays strengths in different facets. First, its brand equity and immense size

assures high profitability. Furthermore, the company focuses on robust distribution network and

water management whilst keeping in touch with world currency fluctuations.

(W)Weakness

The company operations depict some weakness in providing its products. Despite that the

company is providing high competition to its competitors, the employee salary to them is a

problem. Those working at Miette Company receive low pay hence putting threat of losing its

employees,

(O) Opportunities

Miette Inc. has been making pursuing acquiring some small Beverages companies

showing great potential in the market. The company can invest in new products to house the

evolving flavor and preferences of its clients. There is an evolution of technology which when

exploited by the company it can strengthen the company’s products. In addition, clients are

requesting low calories drinks and the growing opportunities to supply the product to customers

at their homes through delivery services.

(T) Threats

The Tax laws on plastic bottles, developing international believe negatively against

beverages could to more regulations against the product through legal measures. Another threat

to the beverages industries the slow growth of the beverages industry. Customers change of taste

and preferences. Legal issues related to environmental pollution and cancerous elements found in

those bottles may impact the selling freedom of beverage products. Lastly, the production cost is
MIETTE COMPANY BUSINESS PLAN 9

increasing by an unprecedented rate which may lead the company to withdraw its services from

some countries.

Legal Environment

The company will be seeking licensing and bonding requirements from the relevant bodies in

Paris France. Licensing requirements for manufacturing beverage products and the quality of

standards as required by the European Union. Moreover, the company will seek accommodation

and land purchase permits from the government and land owners as required by the law.

Additionally, special regulations covering Miette business model such as minimum requirement

in bank account before e the business can start operating is $500,000. Lastly is the insurance

cover for the business and employees. The company will offer benefits for medical insurance

cover to the employees.

Inventory

Type of inventory Miette will keep: raw material suppliers and finished goods

Average value in stoke

Rate of turnover and how it compares with average market

Seasonal effects

Lead-time for ordering

Suppliers
MIETTE COMPANY BUSINESS PLAN 10

Suppliers to the company will be local farmers within EU, Russian farmers and the company

farming centers. The company has already innovated packaging technology that is

environmentally friendly. Additionally, the company has an innovative flavor mixture that is

revolutionary and has not been used by any other company before. In terms of supplier’s

payment, the company is planning on using both credit and on delivery services on the second

year of operations.

Marketing Plan & Sales Strategy

The main marketing marking strategy for Miette products will be social media. Social

media will be preferred because it enables access to huge market all over the world. For instance

there will be intense of internet platforms such as twitter, face book, what sup and marketing

websites. These platforms when used for marketing will enable the marketing to reach as many

people as possible. The information about the existence of Miette company products will make

sure that many potential customers are won and arose their interest to know about the company

and its products. This will lead to increased demand of the products by the existing customers

and will also attract more potential customers. This will generally increase the sales of the

company. Secondly, Miette Company will employ sales promotion strategies such free

samples: in that first when introducing new products and services first customers are givens

some products for free. This is to attract more customers. Cash discounts: customers who will

buy goods in cash exceeding one thousand will be given a discount of 10%. This is in order to

promote cash purchasing rather than credit buying. Quantity discount: any customer who buys

goods worthy 10 thousand from the company will receive a discount of 15% in order to

encourage bulky buying. All these sales strategies will be viewed by customers as advantageous

and will attract more customers to purchases company’s products. The marketing and sales
MIETTE COMPANY BUSINESS PLAN 11

strategies will have competitive advantages of company over other competing companies in the

sector. They will also increase the company’s sales and display positive image of the company to

its customers.

Miette Growth Strategy

Stage 1: (Estimated time: 1st year)

Stage 2(Estimated time: 2nd year)

Stage 3 (Estimated time: 3rd year)

Stage 4 (Estimated time: 4th year)

Distribution Channel

The distribution channel of our products will depend on marketing demand. The company will

increase production if the level of demand is high and lower total output when the level of

demand is lower as a way of avoiding to incur losses. Direst distribution will also be available in

our sales model depending on customers order level. Moreover, the other area of distribution will

be the wholesale industries will be supplied goods through credit or pay on delivery services.

The company has a vision that in the next five years, it will be able to list in France stoke market

as it will have grown to top 100 companies in the country.

Operational Plan

Miette Company will use a well-structured management model that will ensure the clean

activity of the company physical performance. The manager’s plan will deal with the balance in

initiative sectors, morality, and responsibility. Other leaders in the company will interact with
MIETTE COMPANY BUSINESS PLAN 12

other employees without making valid forces. In this way, the administration style for the

company might be law based implying that each company sector should determine. CEO, bosses

and the subordinates will take key jobs within the administration process of the association.

Miette leading administrators will be responsible of implementing new regulations within the

company and managing laws as well. The Advisors will supply the pinnacle supervisor’s basic

data for hierarchical success.

Miette organization will paintings interior European Union element states and Paris

France will cross approximately as the corporate headquarter. The organization tries to make use

of value-sparing equipment that will amplify the extent of generation and reduce the advent fee

and spare time for transportation to the marketplace. The top hand of the organization is that it

has a thrilling and creative item which cannot be found in a few different business enterprises

inside the country. Furthermore, our objects are low-valued than our competitors' objects and of

high caliber and norms to human lifestyles. During the exploration system, we faced numerous

specialized problems on the grounds that we needed to make our object one among a kind and

useful for human usage. In spite of the fact that we defeated this take a look at the time had come

expending and tedious. The other check we defeat as a company was acquiring experienced and

intrigued representatives to paintings almost about a startup as they are accustomed to operating

in beneficial corporations in the country. Also, the employer conquers the budgetary procedure

which changed into tedious. Looking and deciding on the perfect blessed messenger speculators

turned into likewise a test we survived. Ultimately, acquiring legislative licenses to start our

organization become moreover a take a look at as the administration predicted to recognize our

course of action and observe inside the event that it had effects on human utilization.

Technology Plan
MIETTE COMPANY BUSINESS PLAN 13

Miette can have a creative institution with practical revel in substantial programming

dialects. The agency has the arrangement to purchase the new Windows 10 running frameworks,

Microsoft word office 2019 programming that may be familiar with composing the association

financial, representatives and special statistics sizable for the business enterprise. The

organization likewise plans to buy different programming's substantial for the assembling

machines and introduce a faraway machine for correspondence with customers, financial

specialists and worker's among correspondence purposes, the web gets admission to and net

protection programming are to go about because of the firewall in defensive our facts from

programmers. We will likewise make use of cloud-based innovation to shop our data and

guarantee comfy sharing of information. Furthermore, our IT institution will be mentioned to

explore and decorate programming apparatuses full-size for the organization’s endeavors to

behave naturally realistic in actual programming conditions as an alert for safety efforts.

The business enterprise will likewise make use of Bitrix24 and loose CRM frameworks

that could monitor clients, entire deals by making a mechanized file and for advertising purposes.

The agency is intending to create and dispatch a transportable utility earlier than the finish of the

fundamental 12 months. We will likewise have a nearness in net-based total existence, as an

example, Facebook Twitter, YouTube, Instagram, LinkedIn, and Snapchat. Online

correspondence purposes, the employer will utilize Skype for it is covered and easy to utilize.

Miette Company intends to buy 20 PC frameworks for use inside the organization, Will likewise

purchase innovatively coordinated hardware from their assembling companies a good way to be

fundamental for our advent process. Portable correspondence telephones will likewise be added

within the employer for correspondence purposes. In addition, for safety reasons, surveillance
MIETTE COMPANY BUSINESS PLAN 14

cameras will likewise be brought around the organization’s principal command for the guarantee

of employees.

The agency will likewise procure transportation automobiles so that it will be applied for

the transportation of our gadgets and gathering materials from both Miette homesteads and

different cultivating accomplices. The transportation motors will be simple for the employer

development on account that they'll include each unmarried maximum latest innovation like

coolers and bundling shops in an effort to empower herbal merchandise contact base to the

assembling focuses whilst new. The different revolutionary prerequisite is water treatment

innovation. The corporation will assure all water used by the organization is free of any

defilement by using water refining hardware to filter out all of the water delivery. Moreover, the

enterprise goes to utilize catting area innovation to concoct any other bundling bottles which

might be earth benevolent and now not eaten up by using the agent governments our enterprise

works.

Management & Organization

The assignment of the Miette Company might be under a well-reported management

methodology to assure the easy task of the planned procedure. The boarding procedure will deal

with the balance in initiative zones, sincerity, and responsibility. Basic management may be for

everybody without making legitimate forces. In this way, the management fashion for the

employer could be law based totally implying that every subordinate has to determine.

Administrators, chiefs and the subordinates will take key jobs within the administration process

of the affiliation. The employer the board our bodies will gather information from the counsels.

The Advisors will provide the pinnacle directors fundamental data for hierarchical fulfillment.
MIETTE COMPANY BUSINESS PLAN 15

Miette supervisory group is constructed from three people. The CEO who's the organizer

of the enterprise will head responsibilities, cash related sporting events and marketing arranging

places of work inside the organization. The CEO has an expert understanding within the above

territories as he has crammed in because the overseeing executive of an international Airport and

he is also a fruitful economic specialist inside the land show off. In addition, his amazing

involvement in overseeing component might be primary for the enterprise's improvement and he

won't get a payment until the business enterprise begins making again. Nonetheless, on the

occasion that the association is going well, at that point he will get an ordinary repayment of

$75000/yearly. We will likewise have every other component who will go about as a mission

lead inside the agency. He can be in the price of the organization’s offers and development.

This person likewise has propelled involvement in deals advertising from operating at a useful

changing company throughout the preceding five years and earlier than that he worked inside the

service of inward undertakings for a long time. The mission supervisor gets a pay including up to

$50,000 every year with other extra rewards. The ultimate character from the board will

supervise the introduction and transportation of the hierarchical object. The man or woman these

days functioned as a consultant of a global innovation enormous for a long time. During that

point, he drove the employer development in the fare component via forty percent each year the

most important in that organizations 15 years of history. This consultant will bring incredible

accomplishment to the organization and will get every year pay to add up to $40,000. The 3

people will cross about as the principal chiefs in important primary management inside the

organization. Furthermore, every component department could have a meeting of individuals

underneath his watch.

Management Hierarchy
MIETTE COMPANY BUSINESS PLAN 16

The administrative progressive device of Miette Company will focus on the appropriation

of forces. The management chain of importance will encompass three dimensions. These

dimensions contain; low-level management, center measurement the board and sooner or later

the pinnacle-stage administration. The top-degree administration will comprise the top

managerial workforce, Advisors and the Top chiefs. Their work will control and supervising

Miette Company sports. The center size the board moreover alluded as a legitimate group will

include, center dimension directors. They will chip away at controlling the decrease level

supervisory team and answering to the top management. On the other side, the lower stage

management will comprise the managers, employee dealers, organization representatives, and

accountants. Their paintings will make an effective place of business and answering to the center

size of the executives.

Ethics and Social Responsibility

Miette is focused on making extra paintings inside the state and the sector on the

unfastened. The business enterprise guarantees to distribute 33% of absolute representatives and

the administrative department to women simply as a way for guaranteeing intercourse uniformity

as referred to by means of regulation. All code of morals and social responsibility will be

completed and pursued by means of the company supervisory team. The open correspondence

machine might be seen to assure reasonable and loose treatment of people. Separation, bigotry

might not cross on without serious results within the enterprise as we move for utilizing

representatives from various backgrounds without segregation and compensations will likewise

be affordable relying upon positions and paintings execution. Corporate citizenship can be one of

the principal territories of worry in Miette Company. The business enterprise will chip away at

bases to assure first-rate representatives medicines, putting in place the legal guidelines of
MIETTE COMPANY BUSINESS PLAN 17

purview and items middle round maintaining the earth if you want to defend the citizens from

contaminations and at remaining the formation of openings for work for the natives.

Representative's affordable remedy will contain training and getting ready workshops,

recompenses, concept methodologies, grand installments, and allowance benefits. The

methodologies assure representative fulfillment even as operating for Miette Company. Activities

of Corporate population will incorporate the formation of openings for work for the humans. The

institution encompassing Miette premises will income by way of the hobby manifestations, in the

end, improving their expectations for regular comforts. Moreover, the organization will pursue

the purview legal guidelines set by the kingdom of place a good way to assure a clean place of

job. Holding rapid to legal guidelines of the ward will envelop settling regulatory duty and no

infringement of the country commercial enterprise law. Authorizing will likewise

Health Issues

Our products have been studied by multiple health practitioners within the country and

foreigners. Although we still have to conduct the amount of sugar within our beverages, we have

decided to add one more product option that is sugar-free as an alternative drink. We are

planning to continue with further research on ways we can improve our drinks to make it

healthier for all our customers. Additionally, the company is ready to receive any other complaint

from our customers and we promise the necessary steps are taken in response to the complaint

sent to us. Furthermore, the company will be focused on ensuring people satisfaction in all

corners. For instance employees, community, customers, and suppliers will be made pertinent

tools of the company success. This will only be achieved by ensuring that these stakeholders are

satisfied with Miette company activities. The working condition of the employees will be based

on motivation, allowances, healthcare consideration, training, and developmental opportunities

to create a strong link with the company. Customers will be enjoying quality products at

affordable prices. Suppliers on the hand will enjoy the training opportunities and allowances

based on the area to be supplied with the products. Miette Company will be focused on ensuring

the living standards of the community around Miette Company are improved through the

creation of job opportunities.

Environment conservation

The company will also promote healthy products to its customers and environmental

protection through using renewable energy, organic fertilizer in our plantation and we are

determined to conduct further research and innovate new packaging tools that are

environmentally friendly. Environmental conservation and sustainability on the planet will be a

core point of consideration by Miette Company. Several methods like recycling and proper

disposal of waste will help in the process of environmental consumption. Plastic bottles will be

recycled to avoid the pollution of the environment. Using environmentally friendly techniques in

the company will also ensure the whole planet is considered important. Emission of harmful

gases will be avoided by the use of biological and technological methods. For instance, the

reaction of harmful gases with non-harmful components to produce less harmful gases will be

one of the methods to control environmental pollution on the planet.

Additionally, the company will conduct further research on the packaging technology that

will enable our company production does not affect the environment. The use of packaging

methods such as glass bottle and plant bottle that was invented by Coca-Cola Company from

sugar cane and is completely recyclable. The plant-bottle invented by our competitor’s

employee’s modern technologies that enable it to be environmentally friendly. Moreover, as new

inventions are being made, our company will target on researching on their own packaging
MIETTE COMPANY BUSINESS PLAN 19

bottles and seek cooperation with other companies that have already produced environmentally

friendly bottles.

Financial Plan

There are 2 focus financial measures to Miette mission: (1) that the products produced by the

company to have fair price affordable to all customers (2) that we achieve being financially

stable organization by the second year of manufacturing. The company’s forecasts is to attain

both of these objectives (see Appendix D).

Revenues: The total revenue will increase from a starting capital of $230,000 to $990,000 by the

second year of operation. These developments will only be achievable through unlimited support

of our donors, shareholders and advertising team leading the growth of the business.

Partnership Revenue: Through partnership, the company is planning to collect the necessary

amount of money required for us to begin operating the company. Miette is targeting to trade

15% of the company shares to gain financial capital necessary for the company to run operations

smoothly.

Donations: The Company has collected donation from CEO personal investment of $50,000,

family and friend’s donation amounting to $150,000. Additionally, the company is aiming to

collect $75,000 from the government as aid.

Advertising Revenue: Miette is planning to use $50,000 annually on advertising through social

media, billboards, TV sets and other forms of marketing services available.

Expenses: Our largest expenses is land acquisition, machinery tools, transportation, packaging

and personnel payment. Profits are estimated to be around $500,000 by the second year of

operations.

Balance Sheet: Miette balance sheet is predictably situated. Due to the production of non-

alcoholic beverage drinks by the company, we have limited number of fixed assets. The

estimated total debt by the end of the first year is around $300,000, but once the company begin

making profit we will begin paying it back. By the end of the 3 rd year, the company is projected

to have net cash of over $750,000 within the balance sheet.

Sustainability - Keeping operation cost minimal

- Keeping Fundraising Goals Conservative

References
MIETTE COMPANY BUSINESS PLAN 21

Brookes, M. (2015). Marketing Channels. Wiley Encyclopedia of Management, 1-2.

Gani, L., Gitaharie, B. Y., Husodo, Z. A., & Kuncoro, A. (2017). Competition and Cooperation in

Economics and Business. Routledge.

Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &

Sons.

Serôdio, P. M., McKee, M., & Stuckler, D. (2018). Coca-Cola–a model of transparency in

research partnerships? A network analysis of Coca-Cola’s research funding (2008–2016).

Public health nutrition, 21(9), 1594-1607.