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1. Amonique Spencer
Business Plan
Name: Amonique Spencer
Centre Number: 100003
Subject: Principles of Business
Title: Establishing a business: Marketing
School: Alston High
Proficiency: General
Teacher’s Name: Mrs. Morris Porter
Territory: Jamaica
Year: 2014-2015

2. Amonique Spencer
Name: Amonique Spencer
Centre Number: 100003
Subject: Principles of Business
Title: Establishing a business: Marketing
School: Alston High
Proficiency: General
Teacher’s Name: Mrs. Morris Porter
Territory: Jamaica
Year: 2014-2014

3. Amonique Spencer
Table of Contents
Contents
Page
Acknowledgement...................................................................................................................i
Executive summary.................................................................................................................ii
PROFILE ONE
Description of business...........................................................................................................1
Organization of marketing department...................................................................................2
Use of technology....................................................................................................................3
PROFILE TWO
Market research .....................................................................................................................4
Product/service........................................................................................................................5
Pricing strategy.......................................................................................................................6
Place(distribution on channels)...............................................................................................7
Promotion mix........................................................................................................................8
PROFILE THREE
Customer complaints...............................................................................................................9
Government regulations..........................................................................................................10
Ethical issues...........................................................................................................................11
APPENDIX
Questionnaire ........................................................................................................................12
Business card..........................................................................................................................13

4. Amonique Spencer
Bibliography............................................................................................................................14

5. Amonique Spencer
Acknowledgement
I am overwhelmed with gratitude. I will like to express my most sincere gratitude to, Tanesha
Henry, who assisted me and offered valuable advice in completing this task. Special thanks to
my teacher, Mrs. Morris Porter, who guided me throughout this task. I must also express my
gratitude to God for giving me the strength and aptitude to complete this task.

6. Amonique Spencer
Executive Summary
Amonique birth control agency will be established as a sole trader business. The product to be
manufactured is a pill which lowers the sexual urges in females. The product will be branded
‘’The Preventamentum’’. One of the technologies to be used to enhance the business will be the
td6 single punch tablet press machine. The target market for the product will be females eighteen
years and older. The pricing strategy to be employed is the penetration pricing. A.B.C.A. will
distribute the product to intermediaries such as pharmacies, clinics and regional health
authorities. Advertisements and sales promotion will be used as a means of promotion.
Preventamentum is an exclusive product as other pills help with preventing pregnancies. This
one in a million product, not only lowers the chances of pregnancies but it also decreases a
female sexual urges. This gives the product an advantage above the other
competitons.Preventamentum will be taken quarterly instead of monthly which is another
advantage. A.B.C.A. will be located at Chapleton Road, May Pen.

7. Amonique Spencer

8. Amonique Spencer
Description of the Business
A.B.C.A.
Amonique’s Birth Control Agency
The business will be established as a sole trader business. The product of interest to be
manufactured and offered for sale will be branded “The Preventamentum”.
This product is a pill that will lower the sexual urges in females over the age of eighteen. This
product will definitely reduce the rate of pregnancies in females who are not physically or
financially ready for childbearing or not psychologically matured to foster a child in the right
way.
Mission statement
We are conscious people working together to make sure our country is economically stable by
lowering the risk of unwanted pregnancies especially in poor unemployed people.
“Helping each other in order for a better tomorrow.”

9. Amonique Spencer
Organization of Marketing Department
The line or direct organization structure will be employed in this business. In this organization
authority flows from top to bottom.
Marketing Organization Chart
 Marketing President
This person will be responsible for planning and creating the marketing strategy for its products
and services and the company.
 Marketing Research
This employee will be responsible for the market information and deals with potential customers
and consumer requirement. This is where the competitor analysis is done.
Marketing
President
Secretary
Product
Planning
Field/Selling
Distribution
/Over
handling
Advertising
/Promotion
Market
Research

10. Amonique Spencer
 Advertising/Promotion
This person will be responsible for advertising and sales promotion.
 Distribution/Over handing
This personnel will be responsible for transportation, warehousing, order receipt and order
tracking.
 Field/Selling
This person will be responsible for the sales administration. Sales training, sales planning and
sales record is dealt with.
 Product planning
This person selects product features and also the pricing and servicing of the product.

11. Amonique Spencer
Use of Technology
Technology plays an important role in the business the main forms of technology to be employed
are the TDP 6 single punch tablet press machines and coating machines. The TDP 6 punch tablet
press machine will be used for the pressing of all kinds of granular raw materials into tablets.
Coating machines for all kinds of coating, they are equipped with remote control panel,
dehumidifier and dust collectors.
With the use of these machines the business would be enhanced. Instead of having persons doing
the pressing of the tablets the TDP 6 single punch tablet press machine would be easier and more
time consuming. With the use of the coating machine the business will not have to employ
individuals for coating because the machine does all the work and there is less waste of
ingredients.

12. Amonique Spencer

13. Amonique Spencer
Market Research
The data collection method will be a questionnaire. The target market will be females eighteen
years and older.
 Competitors –A.B.C.A will have competitors in the community, however, this product to be
offered will have an advantage over already established birth control tablets sold by our
competitors. This product will reduce sexual urges thus helping teens to abstain from sexual
intercourse and by extension sexual transmitted diseases, and unplanned/wanted pregnancies.
A.B.C.A. product quality will be high and price will be reasonable.
 Target Market – the target market will be females eighteen years and older some of whom
socialize a lot and is plagued by peer pressure and have challenges abstaining from sex.
 Price - the product will be priced reasonably using the penetration pricing. The product will
be priced in the range of $500-$750 per pack.

14. Amonique Spencer
Product/Service
Branding and packaging are very important characteristics of the product. A.B.C.A.’s brand
name will be “The Preventamentum” The box will be of oval shape and the colour will be blue
for adults and pink for teenagers. The label will have printed information which describes the
product. It will also consist of the brand name, the grade of the product and also the description
which involves the uses and ingredients.

15. Amonique Spencer
Pricing Strategy
Pricing is a very important tool in marketing. A.B.C.A will price the product to gain market
attention, therefore, the pricing strategy to be employed is the penetration pricing. Penetration
pricing occurs where the business will set a low price as it enters the market and increase it over
time. A.B.C.A will be a new firm entering the market and in that they will price the product
below that of the competitors to increase the market share and later increase the price.

16. Amonique Spencer
Place (Distribution on Channels)
Distribution is the process through which goods and services go on their way to the consumer.
The indirect channel will be employed in this business, where the product goes through many
intermediaries before it reaches the consumer. The intermediaries to be used will be pharmacies,
clinics and the regional health authorities.

17. Amonique Spencer
Promotion Mix
The main forms of promotion that will be employed are advertising and sales promotion.
 Advertising- A.B.C.A. will inform and educate the target market about or product and
explains how it works while convincing the consumers that this product is the best.
 Sales promotion-.A.B.C.A. Will give consumers premiums, which are gifts offered with
proof of purchase and also free samples of the product. The advertising mediums that will be
employed in this business are; the television, radio and the star news paper article.

18. Amonique Spencer

19. Amonique Spencer
Customer Complaints
Everyone in a business has to deal with the complaints of the customer. The best way to handle a
situation is to make the customer leave thinking you operate a great company.
A.B.C.A. will listen carefully to what the customer has to say and will not be defensive.
Questions will be asked in order to arrive at an acceptable solution. If the problem cannot be
solved immediately the company will seek to solve it as soon as possible or someone who can
verify the problem will do so as soon as possible. If a customer buys a product from our
company and it is said to be faulty in any way we will listen carefully to what the customer has
to say and deal with the problem professionally and in the quickest time possible.

20. Amonique Spencer
Government Regulations
The company must be registered with the Company’s Office of Jamaica with documents
including the address of the company etc. The company must also have a copyright law so that
the name of the business is original and no other company already has it. The company must also
have a trade license so that the health and safety of their customers are been protected.

21. Amonique Spencer
Ethical Issues
A.B.C.A. will ensure that there is no false advertising in the business which is advertising about
things that are not logical or beneficial to consumers in any way but the advertisement states
otherwise. If a misleading advertisement has been used the business will have loss of customer
support and a consumer boycott mi

22. Amonique Spencer

23. Amonique Spencer
Questionnaire for Consumers
A pleasant day to you all. I am Amonique Spencer the founder and president of A.B.C.A. who is
investigating the viability of the business. This survey that will be conducted is aimed the
development of a birth control business. Please answer the questions that follow.
1. Sex Female [ ] Male [ ]
2. Age 13-16 [ ] 17-21[ ] 21-30[ ] 0ver 30[ ]
3. Do you have a problem with your sex urges?
a. Yes [ ] No [ ]
If yes how do you deal with it?
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4. When your urges start acting up, do you normally have sex or you fight the feeling?
Yes [ ] No [ ] Sometimes [ ]
5. Would you like a product that will eliminate that feeling
Yes [ ] No [ ] I don’t mind the feeling [ ]
6. Do you think it will really help?
Yes [ ] No [ ] I don’t know [ ]
7. Which age group do you think is the possible target market
Age 13-16 [ ] 17-21[ ] 21-30[ ] 0ver 30[ ]

24. Amonique Spencer
8. Which form of contraceptives do you prefer?
Pill [ ] Injection [ ]
If any other please state
9. Do you think this product will better our country?
Yes [ ] No [ ] I don’t know [ ]
Briefly give reason for your answer
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25. Amonique Spencer
Business Card
“Helping each other in order for a better tomorrow”
A.B.C.A.
Amonique’ Birth Control
Agency
AMONIQUE’S BIRTH CONTROL AGENCY
A.B.C.A
3a Long Tower Road
Nine Miles P.O.
Clarendon
Phone: 1 876 8904565
Fax: 1 876 89078854
E-mail: amonique123@yahoo.com

26. Amonique Spencer
Bibliography
Robinson,K.&Hamil,S.(2007).CXC Principles of Business.New Port,West Kingston:Carlong
Publishers Ltd.