This document provides a business plan for Refresh Beverage Ltd., a proposed manufacturer of watermelon juice in Bangladesh. The business plan outlines the company's product, competition, resources, operations, marketing, and financial plans. The main points are: 1) Refresh Beverage Ltd. plans to manufacture four sizes of watermelon juice and establish itself as a leading beverage brand in Bangladesh within three years. 2) As a new product, watermelon juice faces challenges of lack of experience, capital, and consumer familiarity. However, the growing beverage market and lack of competitors in watermelon juice present opportunities. 3) The business plan details the company's objectives, strategies, budgets,

2. Submitted To:
Noor Nahar Begum
Lecturer
Faculty of Business Studies (FBS)
Bangladesh University of Professionals
Submitted By:
Sharmin Sultana
Id No:M1415030
Program: MBA
Batch:15

4. Product Name: Refresh Water Melon Juice
Raw Material of Product: The main raw material of this
juice is fresh Watermelon.
The other materials are:
 Water
 Sugar
 Citric Acid
 Vitamin A
 Vitamin C
 Sodium Benzoate
 Approved Preservatives
 Natural Identical watermelon Flavor

5. Categories of products: There are 4 size of juice we are
proposed for lancing.
 Junior Juice Pack (120ml)
 Normal Pack(250ml)
 Contemptible Pack (500ml)
 Family Pack(1ltr)

6. Company Name: Refresh Beverage Ltd.
Country/Territory: Bangladesh
Business Type: Manufacturer
Geographic Markets: National
Year of Establishment:2014
Approved by BSTI

7. Opportunity:
This product is totally new & different from existing
products. Our product is qualitative & good for
health. That’s why we think that this juice will be
demandable in market. There is a huge potential
market for juice in Bangladesh because watermelon
juice is a new product in the market
Problem:
 lack of experience
 Shortage of capital
 mall scale production
 Consumers are unfamiliar with the product

8. Competition:
The direct competitors of our Product are:
 Pran
 Shezan
 Danish
But we are not competing our product with
them because they are the competitors of the
juice market and they are only providing the
different flavor juices but not the
watermelon juice.

9. Prospects:
 Developing beverage market condition,
 A market vacated by ineffective competitor,
 favorable government rules and regulations,
 health conscious educated young people,
 cheap and available raw materials,
 low labor cost etc.
will give a hope that Refresh Beverage Ltd can
create a position in market.

10. Aim:
 To become one of the leading beverage brand in
Bangladesh
 within next 3 years
 By serving best quality product, competitive marketing
strategy, efficient management team and employees

11. Resources Needed:
 Skill:
 Technical skill for handling mechinery,ecquipment,
 Conceptual skill for taking managerial decision
 Human skill for communicating clients,
 suppliers,distributors.employees
 Physical Assets:
Factory building, Machinery, equipments
etc.
 Market: National Market
 Time Frame: 2014-2024 that might be
expand in near future.
People
Time
Money

12. Availability of Resources:
 Skill: Hiring employee who are experts in conceptual,
human and technological skill. And arranging training
programme for them.
 Physical Assets: Purchased 5 acre land in Rupganj,
Narayanganj and rented a office space in Gulshan area.
 Machinery: Import Necessary Machinery from Chaina.
 Management: Employed experienced professional for
top level management.
 Time Frame: 2015-2020 that might be expand in near
future

13. Risk to be taken:
 As a new product or brand consumer may refuse to
accept it.
 Demand of our products may be adversely affected by
changes in consumer preferences and tastes.
 Political instability of our country

14. Environment
Legal Environment:
 This organization is started by following all act and regulation
needed.
 Factory building is build under building code
 And corporate office and factory both are insured for next 5 years.
 All necessary copywrite,petents,trademark license etc are taken.

15. Economic Environment: Business may be
affected by:
 Change in income level of customer
 Change in consumer spending patterns
Social Environment:
 Religious values
 habits

16. Vision:
Establish Refresh Beverage Ltd. as one of the local
leading source of healthy drinks.
Mission:
The mission statement of Refresh Beverage Ltd. is to
provide customers with an expansive number of
quality and freshly made juices that are affordable
and healthy.

17. Objectives:
 Develop enthusiastically-satisfied customers all of the
time.
 Turn on profit from the fist year of operation.
 Provision of a great work environment, treating each
other with respect and dignity.
 Apply high-quality standards of excellence to all
business processes.
 Contribute positively to our communities and our
environment.
 Fully commit to supporting growth and development in
the economy

18. Strategic plan:
Strategically increase ;
 the number of distribution locations within a short time
frame,
 making the product more available to the consumer,
creating
 strong brand management.

19. Operational Plan:
 Continuous improvement of juice recipe maintained by R
& D department.
 Take initiatives to increase production.
 To improve employee skills arranging training program.
 Ensure comfortable working environment.
 Launching promotional advertisement time to time.
 Select proper distribution channel.

20. Marketing Plan
 Refresh Beverage Ltd. will introduce its products at 20% off regular
price during the first month.
 In addition, it will co-sponsor local charitable events to raise the
visibility of the brand name.
Sales Strategy
 The sales strategy is to build customer loyalty in the new markets.
Pricing system:
 After covering the cost we set a profit margin for our pricing.
 We will keep reasonable price and provide quality product for
customers’ acceptance.
 Moreover we will need to lower the price to hold the market share at
the time of competition.

21. Marketing Plan:
Market
Segmentation
• We segmented
our market
according to the
basis of age,
Income,
profession.
Target Market
• After evaluating
market segment,
we choose two
types of people
as our target
market. That is
young people
and children.
Market Positioning
• We positioned
our product as
1. High quality
product,
2.Reasonable
price, 3.Reliable

22. Promotional Strategy
 Television
 FM Radio
 Newspaper
 Billboard
 Personal Selling
 Vehicles Advertisement

23. Distribution Strategy:
To market our products to the targeted customers, we will
follow the level 3 of consumer marketing channel. Our
channel will be like follows:
Manufacturer
Whole seller
Retailers
Distributor
Consumer

24. Competitive Strategy:
Excellent value for money
we offer our customer
Offer comparatively low
price
Diversified menu and
superior product quality

25. Procurement Strategy
Though it’s a seasonal fruits, so
 collect best quality watermelon from different parts
of the country in it’s season.
 Ensure proper preservation technique to maintain
quality.
 Ensure transportation facility.
 Ensure proper utilization of raw materials

26. Break-even Point:
Average Price per unit, tk.40
Average Revenue =
Total Cost= Variable Cost + Fixed Cost
=60,000+700,000
=760,000/-
When I produce 19,000 unit then my production will reach break-even
point.
Quantity TC
15,000 730,000 (30,000)
19,000 760,000 -
23,000 790,000 130,000

27. Area
 Factory: Rupgange,Narayangang
 Corporate Office:14/7 Gulshan1,Dhaka
Size: It's a medium size business.
Resources:
 Time
 Money
 Human resources

28. Skills
• Technical skill will be used in set up new
mechinery,ecquipment etc.
• In time of adopting new technology
Technical
Skill
• Using in increasing personal selling
• Maintaining relationship to customers and
society
Communicati
on skill
• Will used in crucial and competitive decision for
business
• making all kind of business plan
Conceptual
Skill

30. Co-ordination
 Raw materials are reached on time from store house to
Production factory.
 Proper co-ordination between all resources are ensured.
 Finished goods are sent on time to all distribution
channel.
 Co-ordinate the works between factory and corporate
office.

31. Monitoring:
 In factory, for every 7 employees, there is one supervisor and all
supervisor will repot to production manager.
 Works of all department’s manager will be monitored by their
department head.
 We will have simple, decision friendly, monthly, quarterly, and
annual reports focusing on
1. Revenue and sales
2. Expenses
3. Customer feedback
4. Market log (self and competitive major activities).
 we have some specific standard and we will compare it with the
actual performance.

32. Budgeting
Particulars Amount (Tk.)
Raw Materials 2200000
Processing Cost 550000
Transportation cost 330000
Rent 250000
Factory Overhead 1200000
Advertising Expense 300000
Salary Expense 1020000
Distribution 100000
Other Expenses 50000
Total 6000000

33. Any Question
?????