The disposable nappy, an invention that revolutionized the baby care industry, exists today as a practical solution to the problem of dirty, smelly, wet baby bottoms throughout the world.
We are on the verge of entering a lucrative market in a growing country. Baby Nappies World is poised to enter the baby nappies market and penetrate it with the current fertility rate at 4.2 kids . Baby Nappies World will take advantage of the low growth rate and little local competition. The company has a dedicated, experienced staff, great order procurement and efficient management and marketing. The initial intention will be to provide nappies and sanitary pads to institutions and organisations including hospitals and wholesalers throughout Botswana.
Initial plans call to produce approximately 300 diapers each hour 5 days a weeks, using an 8 hour day. This would allow us to produce a total 48,000 diapers every month. As time progresses and we become more efficient in their production this figure should rise to approximately 56,000 per month. This would be diapers alone. We do plan to produce sanitary napkins, but only on an order basis.
We are aware that this market is relatively underexploited and we need to be flexible and responsive to succeed. To delight our customers, we provide what they want, when and how much they want. Our main goal is to build and strengthen our market presence, which will be made possible by the environment in which it operates.
Our marketing strategy will be based on the fact that customers should know about our existence as well as the products we manufacture. Therefore, we intend to make sure that customers have the right information. We will do this by implementing a market penetration plan that will make us well-known and respected on the market. We will ensure our products are priced at a competitive rate to those in South Africa and that all potential customers are satisfied with the quality of our products. Prices we charge will include costs associated with production and distribution. This is to ensure that our business remains viable and sustainable. We are grateful that most wholesalers and intermediaries who order our products believe that South African products are of greater quality and reliability. We must not only market the quality of our products aggressively, but also serve our customers and clients in a way that builds a lasting relationship.
Our target markets will primarily constitute institutions, wholesalers and other intermediaries who often order in bulk for their customers, and concerned individuals. Hence there will be need to network with the various decision-makers/order-makers to ensure we receive orders for our products.
We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. We aim to maximise productivity while realizing each individual’s full potential by providing excellent health care and generous profit sharing. To show appreciation for outstanding production and hard work, we will award them with awards. This is to encourage high standards and to have fun.
We expect sales to grow from more than 748,800 in the first year, to more than 1,075,200 the second and to P1,142,000.400 the third year.
Ultimately the attractiveness of our venture lies with the fact that customers will choose our products above those of competitors because of the relatively lower prices as well as their high quality. Hence Baby Nappies World’s ongoing initiatives will be to drive sales, market share and productivity so as to provide additional impetus towards attainment of the corporate goals and objectives.
1 Courtesy Central Statistic Office
NOTE: All currency figures included in this plan are in Botswanan Pula, (P).
1.1 Keys for Success
- Rapid response to customer requests: We are unable to afford to delay customers for any reason. This could have a negative impact on our image as well future business. To ensure that products get delivered on time, and according to customer’s specifications, we need to keep in touch with our customers.
This will go a long way towards instilling a sense of trust in our ability and establishing long-term relationships.
1.2 Objectives
Our business strategy will be based on the requirement to supply quality disposable baby nappies, adult diapers, and sanitary pad to all wholesalers and institutions that require them. This will be accomplished by properly training and recruiting a team of professionals who are dedicated to catering to the customer’s requirements.
We intend to ensure that our marketing campaign increases the knowledge of our products and services to the various market segments we shall be targeting. This is especially important as organisations are looking to obtain high-quality products for lower prices while increasing their profitability.
We want to provide well-written introductory letters, and other promotional materials that will help our clients get a better understanding of the products we offer and the advantages of using them. Also, clients are more likely to place orders if they see well-designed business cards and company profiles. Hence this will undoubtedly generate increased sales of our products.
We aim to achieve the following goals:
- Provide high-quality diapers and sanitary pads at a reasonable price.
- Develop enthusiastically satisfied customers all of the time.
- Assure economical utilization of resources through capacity utilization, minimising stock/inventory, and low-cost, high-quality materials.
- Contribute positively in our communities and to the protection of our environment.
- Establishing a market presence in your market will guarantee you short-term and longer-term profitability, growth, and market shares, which will ultimately translate to business success.
1.3 Mission
We are fully committed to the production of high-quality disposable baby nappies, geriatric/adult diapers, and feminine pads to all communities. We strive to cultivate and maintain a happy, productive, satisfying, and enjoyable internal environment. We aim to make a fair and responsible profit that will allow the company to remain financially sound in the long- and short-term. Additionally, we want to pay employees fairly for their work and efforts.