The local brewing market has been growing steadily over the last few years due to increases in people’s disposable income and opening of the economy. With this in mind we intend our marketing programs to expand accordingly. The introduction of quality catalogues and sales literature will enable Sedibeng Breweries to market to potential customers. We project sales to increase accordingly, though slightly slower as we establish a reputation for ourselves. With time, a presence on the Internet and participation in regional trade shows will be key milestones to expanding sales and marketing potentials through the utilization of new channels and identification of potential customers.
Throughout the year we intend to undertake regular evaluations of our marketing programs so as to ensure that we are in-line with our intended objectives.
In summary we intend to undertake the following:
Tracking and follow-up: We intend to have the discipline, as an organization, to track results of the business plan and make sure that we implement.
- Market segment focus: We intend to have the discipline to maintain the market segment focus.
- Saying no: Though difficult initially, we intend to be able to say no to special deals that take us away from the target focus and are unprofitable.
10.1 Contingency Planning
We intend to watch our results very carefully. We may need to drop production of certain products if we cannot get the margin up or material becomes difficult to obtain. We might be able to avoid the straight competition with the major companies by focusing more on the previously mentioned products.
- Another possibility is the introduction of a new company(s) in our niche. Hence the need to undertake aggressive marketing and networking.
An established beverage manufacturer may begin targeting to our target market niche. Hence the need for commitment in our work and striving of total quality in our organization.
- Though Botswana overall is rather secure on the labor front in terms of strikes we intend to have in place a mechanism that will ensure that were this to occur the negative effects would be minimized. However further research and analysis into the above is still being undertaken.