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The Business Plan - Essay Example

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The Business Plan

Dark Horse Imports Inc. is dedicated to providing the Australian public with the best tasting, premium beer the world has to offer and also aims to control and distribute all SHAG related products for Australia.
Dark Horse Inc. is a local management company in Australia which depends directly on The Spirit, Hop and Grape Company (Asia) Ltd. Dark Horse will import Shag lager from Malaysia and will take responsibilities of all the logistic process, from Malaysia to the final consumer, and also all the marketing and promotion activities. The management team for Shag is highly motivated and well qualified for the job. It will consist of Joseph P. Keenan II (CEO), Jacint Fit (CFO) and Benjamin Jeffery (Marketing and Sales).
The first product that we will be launching will be SHAG, a premium lager "microbrew" type beer due to the lack of any real competition in this marketplace. The second product will be Blue SHAG Vodka plus, a delightful Vodka drink based with taurine, guarana and caffeine. The third product is a "fab" drink. Following the trend of "fab" drinks, SHAG will launch its own exciting range of fruit-flavoured fermented alcohol drinks.
SHAG Beer: Brewed traditionally in Holland, with long lagering and fermentation process, Shag Lager has an alcoholic content of 5% ABV. Using natural spring water, superior malt, hops and yeast from Holland respectively. The end result is a premium lager superior to other major brands. Shag is supplied in 24-pack cases consisting of 300ML bottles in cluster (six-pack) packaging.

Major Benefits -
Superior Lager - Superior taste compared to other major brands in the market
Potentially Strong Market Presence - for the growing and large Australian Beer Market
Unique and Attractive Packaging
Use of Superior Products from Holland
Supplied in Convenient Packaging

Blue SHAG Vodka plus:
Vodka-based drink with taurine, guarana and caffeine. Described as being a better tasting product than most other Blue drinks, Blue Shag has an alcoholic content of 5.5% ABV. Its unique, 250ml bottle and their marketing plan through merchandising will ensure people keep coming back for more.

Major Benefits-
Unique Taste
Aim for Customers 'wanting more' of Shag - 250 ml bottle
Unique Marketing Plan
Saleable as the Best Blue Drink in the market
Appropriate Alcohol Content

SHAG "fab":
Following the trend if "fab" also called flavored alcoholic beverages, SHAG will launch its own exciting range of fruit-flavored, fermented alcohol drinks. Fab's has been widely credited with a maintained sales in an wider alcoholic drinks markets as the more traditional spirits markets decline . The combination of naturally fermented alcohol and delicious fruit juices will ...Show more


The content of this report is confidential and is the sole property of The Spirit Hop and Grape Company Asia Sdn Bhd. Its use is strictly limited to those readers authorized by the Company. Any reproduction or divulgence of the content of this report without the written consent of the Company is prohibited.
Author : kathlyn08
The Business Plan essay example
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