Our Business Strategy will be about fruit processing. This will reduce fruits post harvesting reduction through processing fruits in syrups and concentrates.

This will help middle and low salary eaners as we locate there is large need of fresh fruits juice as many of fresh fruits juice will be imported and marketed in high price which regular Tanzania citizen can’t afford.

Our enterprise will be positioned in Korogwe Tanga where there will be many firms. Enterprise has three partners, Mildred, Sophia and Saja.


ASDP Agricultural Sector Expansion Programme

ASDS Agricultural Sector Expansion Strategy

BIT Table of Internal Trade

DACHE Dar Es Salaam College of House Economics Ltd

GDP Gross Domestic Product

HKMU Hubert Kairuki Memorial University

MAFC Ministry of agriculture Meals Security and Cooperatives

MITM Ministry of Industries Trade and Marketing

NARS National Agricultural Exploration Institute

PASS Personal Agricultural Sector Support

SIDO Small Scale Sectors Development Organization

SIDP Sustainable Industry Expansion Programme

SUA Sokoine University of Tanzania

TDV Tanzania Development Vision

TFDA Tanzania Food Drugs and Cosmetics Agency

UDSM University of Dar sera Salaam


1.0 Executive summary

The current agriculture potentiality contributes about 26.5% of GDP and it provides employment about 70% of total labour drive. Tanzania grows a range of fruit incorporating topical and temperate. The twelve-monthly production of fruits is 678,515MT (that is 5% of potential spot exploited) [tanserve n.d]

Agro processing in the commercial sector is indeed among the underdeveloped sub sectors and regarding to a report by Commonwealth Secretariat (1997) it had been seen to take about 1% of the horticultural raw materials produced in Tanzania as compared with 80% in Malaysia which is in the category of developing country [practicalaction n.d]

Agro processing and specifically small -scale processing is now very important in the united states as means to reduce crop losses and benefit addition at creation and collection sites and a way of income producing activity.[practicalaction n.d]

However, the sector experience losses after and during harvest. Content harvest losses of fruits and vegetables are estimated at 50 to 80%. These losses are extra meaningful economically in comparison to the cost of compensating for losses through improved crop production. Losses are caused by among another factors, mechanical, physical and biochemical aspects.

SOMIL intends with this monetary and economical projection the theory provides new concept in a market and good strategies that will enable the company to get a good market position initially the company may have up and downs of brand-new start but with the partner potentiality gradual the product sales may maximize once SOMIL gets good eyes to watch over it operations.

A daily creation of between 2000 and 3000 kilograms of fruit item is estimated to end up being obtained from an input of between 2000 and 3000 kilograms of fruit pulp/item is estimated to become obtained from an suggestions of 5000 kilogram’s. Production time per year is estimated to become 240 times. And the task intends to hire 22 people in fact it is an purchase of Tshs. 300,000,000.00 which will know Tshs 144,000,000.00 in year five occasions.

Total creation costs are estimated at Tshs. 290,000,000.00 in year one slowly but surely rising in years two and three after that falls in 12 months five onwards.

Project cash flow is favourable, it will start making profits from the first season of the task and all loans come to be repaid by third season of operation. This will be demonstrating plainly in financial.


2.1 The opportunity

According to authorities record and statistics show the annual creation of fruits to come to be 678,515MT, but this is merely 5% of the potential area exploited which is caused by lack of where you can send the increased development.

2.2 Require to be filled

This project to be able to say will focuses on increasing fruits usability which experience enormous looses especially through the season and create latest opportunities for industrial development in rural areas through processing of fruits for unique juice.

More hence, the initiator of the idea is a professional expert in the field of content harvest processing, having a long term experience in offering understanding to small scale food processors and food enterprises and were able to make them grow to a channel scale capacity.

2.2.1 How the proposed organization will fills the need

With the capability of operation which business plan to operate in, the company will process fruits for juice which will be consumed by low and moderate income earners who are not able to buy exported fruit juice.

3.0 Business and Company history

Initially idea was brought by among the partner who is professional in a filed and she has long term experience in meals processing later on the idea was joined up with by two other companions who contribute in capital invested.

3.1 Company mission statement

To provide 100% satisfaction by supplying fruit in syrup and fruit concentrates of the highest quality, impeccable solutions, guaranteeing accurate supply, fast delivery and producing strong romantic relationships with farmers and moderate to small scale fruits processing organization and entrepreneurs.

3.2 Our vision

SOMIL forecast to be competitive in service while dealing with prior obligations that are pertinent to your clients’ needs through producing strict quality and secure products, for health and economical satisfaction.

3.3 Company objective

The products to be produced include quality and secure fruits of the season concentrates and fruits in syrup. Neutrality will govern the products made since recycleables will basically comprise of fresh new, mature fruits of the season without non-fruit fortification. SOMIL items are intermediate since they form raw material to juice making, wines building and fruit salads to other small to medium level industries. Availability regardless seasonality forms another specific niche market value to SOMIL products.

The main aim is to ensure sustainable economic, meals and nutrition secureness by seasonal reduction of fruits post harvest loses by 10% through processing.

3.4 Specific objectives

To make sure the establishment of fruit concentrate and fruits in syrup market is in place by end of calendar year among the project inception

To establish ideal links with stakeholders who’ll daily deliver to the sector top quality seasonal fruits for processing

To continuously inspire and support benefit addition to seasonal fruits so that the farmers are economically empowered

Together with farmers and other stakeholders of the job area, to reduce the content harvest losses by 50% through fruits processing by year 2013

To constantly support technology developments in the post-harvest program according to zonal circumstances, climatically, and socio-culturally and based on the needs of the customers for effective and sustainable availability of the industry’s raw material.


Fruit concentrates and fruits in syrup are manufactured from fresh fruits of the best quality, maturity, and wellbeing from both temperate and tropical zones. The fruits have to be chosen and graded through a rigorous top quality control system in order that all of our products have the best flavors and nutrient articles that meet the national and international top quality and basic safety parameters and standards. The products created by SOMIL will be raw material to additional secondary fruit products that include among others; juices, wines, fruit salads and fruit based goods.

Bulk packaging will govern the products and minimum carriage pounds will be 20 kilogram and optimum 200 kilogram drums.

Literature review and a report visit to few industries in Dar sera salaam indicates about 16medium level and 300 small scale prospective competitors, even so, paste, fruit concentrates and fruits in syrup are not their core actions to these companies. They focus on finished products of the semi finished products. Likewise, the demand for SOMIL items especially during off seasons in which consumers shift to imported pastes and fruit concentrates is normally prospectively high. Furthermore, customers of secondary products (completed products) have become health conscious, which add to the unique feature of the company products. The company is reputed of having competent personnel both professionally and aggressiveness to deliver as per vision of the business.

4.1 Information of the business model

The business will deliver its products in the earliest come first served basis. Since characteristics of business entail quality and safe semi finished products than enterprises of finished products will certainly find them highly practical both as a time saver as well as all-seasons products. Despite the presence of few competitors the demand is seldom met, also they employ mostly the imported concentrates that are generally fortified with non fruit materials therefore reducing the product’s dynamics and quality. Customers of the finished items have grown to be health conscious which adds to the unique feature of SOMIL products because they are naturally made from whole vegetables and fruit with nothing added therefore making the merchandise whole, fresh and dietary. The business is reputed of experiencing competent employees both professionally and aggressiveness to provide as per vision of the business.

4.2 How the business enterprise will generate a sustainable competitive advantage

Production cost govern to a huge extent pricing strategy but also comparisons need to be made with competitors prices so a never to be completely different for a product of similar or next to similar. Other quality parameters such as for example health impact, intellectual house etc may also be considered in the setting up. According to analyses on food habits conducted by make use of a case study of Dar sera Salaam, buyers reported to be ready to pay a little more for a healthy product especially when they happen to be ensured testmyprep.com of its top quality and safety (Mjawa, 2003) That is why, if a small price difference is set (ceteris peribus), it’ll make the business promote few volumes of top quality products yet with income till it gains marketplace reputation.


The location of the production spot will be Korogwe town and marketing workplace will end up being Korogwe District Tanga location. The decision of a production area is strategically because of the place being the important centre of fruits growing with a horticultural hinterland. Besides Korogwe being located it allows easy transport of inputs and recycleables to the industry and also products to the offering centre and consumers because of its proximity to most areas. The location may also tap the option of labor that has been left redundant by various crop estates and industries that were closed and some are now afflicted by the world financial recession. Ample option of steady services like ICT, electric power, and water are taken into account when selecting the location.

Taking into consideration that is a set up project, the following will form a production and operation processes.

Table 2: Production process





Site acquisition, registration of business and various other start up logistics

Site us owned by one of many partner which will be transfer in the business under the law and legal deal.


Purchase of equipment

Machineries equipment capable of producing 500-800 kilograms per hour will be procured. Workplace equipment, a car and furniture may also be procured.


Employees recruitment

Director production and technological, manager administration and financing, manager production and technical could be the first persons to be employee operators personnel and hiring the reliability.


Purchases of production materials

Identification of places, suppliers of recycleables and other inputs; training on the product quality to provide and later buys to be done


Production process

Receiving, grading, washing, desizing/pulping, packing & product packaging and storing



Market research, Transportation, advertisement, selling.

5.1 Information of where the business stands today

SOMIL features 120 millions which contributed by three partners in equal shares as well the company has plot in Korogwe which has own by one of the companions and transfer to a business through legal entities.

5.2 Description of what the business enterprise needs to move forward

In order the business to operate successfully the business needs 300 millions. Whereby 120millions has

currently contributed by three companions and remained 180 hundreds of thousands the company choose a loan which is paid within five years.


The business can be directed by three directors, who are partner and shareholder of the business enterprise.

First partner is normally MILDRED MLAKI, who offers two level, one from Cape Village University of food and diet and the other is definitely for commerce from university of Dar sera salaam, Mildred will come to be overall in-charge of most processing operations.

Second spouse, SOPHIA MUSSA holder masters in human being learning resource from makerere university of Kampala Uganda, she is working with reliable company in the united states and she’ll be overall in-charge with human source and public relation of the company.

Third spouse, SAJA JOHN is certainly a holder of masters in strategies organization from Greenwich University; she’ll be overall in-charge of market procedure of the business.

The enterprise will employ other work 2 in finance and procurement 2 foreman, and production and specialized will be employed and reliability on term for six month period to help initial stage of design, assembly and commissioning of the devices and equipment.


6.2 Ownership

The business happens to be owner by 3 directors as mentioned above and the can contribute 60% of the initial investment and the rest may be marketed to any interested shareholders or development partner.

6.3 Table of Directors/Table of Advisor

A Board of Advisor will become selected to assistance on matters regarding clean running of the business predicated on qualification specific to the business capabilities. Advisors will strictly result from study institutes like UDSM Process Engineering Division, SUA, NARS, and TBS etc since the business needs technical know-how and solutions from their website for the benefit of making it outstanding with regards to quality and up to date with technological features.

A political shape will be included for the health of the business; the primary proposal is the Person in Parliament for Korogwe Constituency.

6.4 Key Specialist Service Providers

The services of a switch agent like SIDO authorities are essential for advising on entrepreneurship expertise including business supervision and capital acquisition. The provider of reputed audit staff for legal advisor is required by the business enterprise, but company will higher advocate professional whenever required.


The current agriculture contributes about 26.5% of GDP and it provides employment to about 70% of total labour force out which 56% of them are women. (Human Expansion Index 2007). This is as a result of its subsistence aspect of Tanzania Agriculture but its potentiality for agriculture development is immerse taking in to the focus of the federal government strategies. TDV (Tanzania development eyesight) and ASDS that envisage to convert the prevailing subsistence-dominated agriculture progressively into commercially profitable and viable production devices in order to make it modernized, commercial, highly productive and profitable by utilizing new technologies and obtainable technologies and manpower within an overall sustainable manner. (www.tanzania.go.tz)

Agro processing in the industrial sector is indeed one of the underdeveloped sub sectors and according to a written report by Commonwealth Secretariat (1997) it was seen to take about 1% of the horticultural raw materials produced in Tanzania as compare to (80%) in Malaysia which is in the group of developing country. As well according to PASS (2002), 65% of the processed items are consumed within the united states. This indicates the option of investment opportunities in the fruits and veggie processing (www.tanzania.go.tz)

Most of the processing plant life operate under capacity due to outdated technology used, irregular way to obtain raw materials and low technical skills. Even so, there is some expense in processing industry taking place and work are being designed to promote more expenditure in this location. Small-scale processing in becoming very important in the united states as means to lessen crop losses and value addition at creation and collection sites, and a means of income generating activity. To time over 5,700 processors have already been taught and at least 3000 careers created (SIDO, 2007). The near future discourse for industrial advancement in Tanzania is definitely elaborated in the "Sustainable Industrial Creation Policy – SIDP". The main purpose of SIDP (Sustainable Industry Advancement Programme) is to create out a route for industrializing Tanzania so that by the flip of the first one fourth of the 21st Century is becomes a semi industrialized country.

Recently, persons and or sets of women business owners and youth have engaged themselves into processing of fruit and veggies for niche markets. These groups have received basic training in food processing technology through study institutions such as TIRDO (Tanzania Industrial Research Development Group, TFNC (Tanzania Food Diet Centre) SUA (Sokoine University of Agriculture), Agriculture Analysis Institute Uyole, Mbeya Horticulture Research Training Institute Tengeru, Little scale Industry Development Group (SIDO) and non-government organizations supporting community, nourishment and health and wellbeing improvement programmes. Such groups are mainly engaged in drying of fruits like ripe bananas, pineapples and mangoes and classic vegetables such as amaranths, cassava leaves, okra and cowpea leaves. Others are engaged in making items like juices, jams, marmalades, pickles, tomato sauce and wines. (www.tanzania.go.tz)



Highly experienced technologically

Willingness to deliver as per vision

Strong team of management


Limited capital to purchase large scale venture

A less reputed venture not but gained a name


Niche marketplaces that take good thing about seasonal shortages

Consciousness of fresh new and nutritional healthy goods by consumers

Availability of enough and variety of fruits generally in most time of the year

Location is certainly along the fruits and veggie growing zone

Location located, feasible transport smart to both farmers and consumers

Availability of many funding arrangements like loans and grants for traders and entrepreneurs.

Recent economic recession will reduce competing imports to a sizable extent


Importation of less quality but cheap concentrates

Emerging large scale investors with similar project

Weather calamities such as drought that may hamper production

Inconsistent supply of recycleables due to seasonality

Substitutes such as for example Soda and Mineral drinking water especial Uhai, Kilimanjaro, Dasani, masafi therefore on

7.1 Competitive position within target market

7.2 Competitors analysis

Few medium to large scale commercial processing plant life in Tanzania that are operational, are located in strategic regions of high production and/or usage like Bakhresa Foods, Noble Foods & drinks Ltd, A-One goods and Bottlers Ltd and Redgold in Dar sera Salaam region, Darsh Industries Ltd in Arusha place, Dabaga Fruit and Veggie Caning Factory in Iringa location. These factories create a range of products that include fruit drinks of various types, tomato sauces, pickles, wines, ketchup, etc. Other factories are emerging in additional potential areas like in Morogoro as even more investors venture into this sub-sector. (www.tanzania.go.tz)

Table 1. The following table indicates few of the prospective competitors.

Name of competitors

Product made



Remarks which makes SMS to capture a market share

Noble foods-fruits juices

Mango juice

Fresh mangoes during the season. Have good packages

No production during off season, manufactures only 1 product -mango juice

Potential customer during away season may purchase additional fruit pulps for SMS

Bakhresa Food Sectors -|Azam fruits juices

Juices: mango, guava, apple, pineapple oranges

May not lack natural material due to using imported concentrates, few fruits.

Utilizes all the raw material in his own industry

Although a large competitor but not threatening because he cannot offer to others consequently consumers of SMS are maintained

Red Gold

Tomato products Sauces and Chill

Uses fresh tomatoes through the season, import during away season

Do not stock more than enough for off season production

Potential competitor and customer

Small scale wineries, juice processors

Tomato goods, wines, juices and fruit blend recipes

Uses fresh fruits of the season

Normally usually do not stock enough for the year. Have little funds and tiny premises for keeping large amounts of raw materials

May be competitors through the season but big customers during off season

Other medium and small scale industries

Tomato goods, wines, juices and fruit blend recipes

Uses fruits and vegetables as raw materials with their secondary products

Cannot stock because of capital, convenience, expertise and space

Potential customer

Talking about rivals also there exists a threat of substitute such and Soda and mineral drinking water.

7.3 Market size and Trends

According to the Confederation of Tanzania Industries directory (2007), the total market is about 316 consumers for the products. The business estimates to fully capture 10% in the first year 20% in the second time and growing to 30% in 12 months five onwards. This will become due to gaining faith regarding quality when compared with imported products. The business administration will care for customer training building regarding confidence construction.

Regarding a report by Tanzania Food Medicines and cosmetic Agency (TFDA) on Inventory of Foodstuff industries (2006), method and small scale industries that will employ SOMIL products will be concentrated in Arusha, Moshi, Dar sera Salaam, and Tanga regions and the majority of these utilize the merchandise as raw material to make secondary products such as for example sauces, wines and juices.

Government efforts to fortify the increased development of non classic crops such as for example fruits and vegetables because they are of high value to both farmers and the united states influence positively to the availability of recycleables for SMS products and hence ensure readily option of raw material for SMS products and therefore ensure readily option of products to clients. The world economic developments may have a positive impact on customers’ products due to reduced amount of imported concentrates.


8.1 Market Summary

SOMIL fruits item will possesses good information regarding the marketplace and known a great deal about the common attributes of the most prized customer. This information will be leveraged to better understand who is served, what their specific needs are and how SOMIL can better communicate with them. [Kotler P &Keller KL1956, P.61-67]

8.2 Marketing strategy

The initial emphasis will end up being locally where small scale and moderate fruits processing industries can be found. Due to capacity of the market at the moment, there are no ideas to go beyond Tanzania and Zanzibar. The technique will in the beginning be identification using data from Panel of Internal Trade (BIT), the Ministry of Health insurance and Social Welfare-TFDA and Ministry of Industries Trade and Advertising (MITM) along with Tanzania Bureau of Criteria (TBS) and different trade news letters. The selected couple of will get visited for introduction and sample sending. A business may further advertise in public areas media papers, radio leaflets distributed to motorists for know. In potential we will advertise at Televisions also.

8.3 Concept testing

Concept test system can improve the company’ chances of achievement in developing and introducing new products.

Our organization will head out door to door for the concept test to get the view of the general public concerning with this types of product; this will be achieved in public area like schools, Medical center and churches.

Design employs sequential general public study where up to 50 sets of 10 to 20 participants each test one item. These studies typically consist of three surveys of up to 30 inquiries each. The surveys will be conducted among associates of our Members.

8.4 Usability testing

Usability testing is a method used to evaluate something by evaluating it on users. This could be viewed as an irreplaceable usability practice, because it gives direct input how real users use the system. This is on the other hand with usability inspection strategies where authorities use different solutions to evaluate a user interface without involving users.

Usability testing focuses on measuring a human-built product’s capacity to meet its intended purpose. Examples of products that commonly reap the benefits of usability testing are food, consumer products, How ever before in organization will used this test out to improve our merchandise in this areas efficiency, accuracy, recall, and emotional response. The effects of the first test out can be cared for as a baseline or control measurement; all subsequent tests can then be compared to the baseline to

indicate improvement. This test out will assist the industries to learn where we are going and what people says about our products, This test will come to be assist us to keep up our product and make it long lasting in all time for production, our organization will insure this check done before the product enter in the marketplace.

8.5 Channel of distribution

8.5.1 Choosing a channel of distribution

SOMIL when choosing a channel of distribution as Fruit product Market will consider the follow:

The consumer features need and segment

The company goals, information expertise and experience

The product benefit, complexity, perish capability and bulk

The competition characteristics and tactics

Distribution channels alternatives, characteristics and availability

Legalities current regulation and pending regulations. [Kotler P&Keller KL1956, P.36-72]

8.5.2 Distribution standard

SOMIL will have clear and measurable goals regarding service levels in physical distribution. By doing this there must be a clear distribution strategy www.testmyprep.com for products to reach the prospective consumers, in this value the obvious distribution channel must be in place.

8.5.3 Customer Services

SOMIL will appreciate the decisions require delivery rate of recurrence, speed and consistency transport and shipping to plans, whether to accept small client orders; warehousing coordinating assortments; etc. Poor functionality in these areas may bring about lost buyers. [Kotler P&Keller KL1956, P.36-72]

8.6 Production

8.6.1 Interpersonal responsibility.

SOMIL we will consider the effect of company’s action and operating in a manner that balances short term earnings demands with societies long-term demand this ensuring the company survival in a well being environment.

8.6.2 Natural resources

SOMIL will make sure that the depletion of natural resources can be reduced if the consumption of scarce material is lessened and better alternatives are chosen.

8.6.3 Environmental Pollution

SOMIL will make sure that dangerous pollutants have to be eliminated from the environment and secure substitutes found. The surroundings protection is the major federal organization included. [Ethical Partnership nd]

8.6.4 Child labour

SOMIL we can make sure there is absolutely no opportunity of child labour. Occasionally supervisors use this chance to pay this child less while they profit against them. We will obey the law and perform according to given instructions.

8.6.5 Marketing

SOMIL as a provider which deal with products fall under the umbrella of the Advertising Mix (product, price tag, place and advertising) which describes the strategic location of a product available in the market place. An enterprise involved in producing fruits products must have clear strategies of generating those products. As well the firm working with fruits production should have clear pricing strategies, promotion strategies and positioning or distribution tactics. An enterprise we should have the ability to market what we develop and produce what we can market.


SOMIL fruits product company we concur that customer has to be informed and guarded against fraudulent, deceitful, and misleading statements, advertisement, labels

Consumer safety

SOMIL fruits product company we will make sure, buyer are protected against dangerous and unsafe product.

Consumer facts and education

SOMIL fruits product company we are aware that, consumer have to be informed includes safety against fraudulent deceitful, or grossly misleading information advertising and marketing, labeling, pricing, product packaging or other practices.

Consumer’s choice

SOMIL fruits product supplier we know that consumer includes a right to choose implies that consumers have available several products and brands for which select.

Consumers’ right to be heard

SOMIL fruits product sector, consumers has right to be heard means that consumers will be able to voice their views to business, federal government and other parties. This gives consumers input in to the decisions that influence them.


Promotion and advertisement our product ought to be an almost unconscious part of our everyday sales plan. We need not look far for an possibility to market and merchandise juice. A terrific way to stand out from the competition is to produce our own juice, thereby offering consumer juice beverages that can’t be found elsewhere.

SOMIL we must understand our competition, what they doing and we will do something against these competitors, especially as a whole generation or retail clients is at stake. To reach the public, advertising is a necessity. We believe that advertising and marketing may reach non-juice drinkers and thus generate additional customer to your business. Advertising deserves greater consideration as part of the perfect solution is to certain global difficulty. [teaandcoffee nd]

8.7 Unique advertising point

Juice is refreshment

Pineapple, orange, mango, guava, and various other fruits juice it’s made from natural resources which found in Tanzania. The flavor is good as the day the fruits had been picked is made the ingredients are energy, protein, carbohydrate, sugar, excess fat trace etc.

Mango Juice.

The high quality fruits juices from SOMIL provides most wholesome nutritious great tasting and high quality products for your buyers, substances of mango juice water, mango pulp, glucose citric acid, Ascorbic acid, Diet availed in mango juice strength, Protein, fat and vitamin c.

Orange juice.

The orange juice is certainly suitable for all type of groups, ingredients pure orange juice concentrate, drinking water, average nutritional values strength, carbohydrate, supplement c, calcium it natural from the tree.


Availability of SOMIL merchandise will really helps to get many buyers. So we will make sure happened.

Different tests

SOMIL will help you find the right blends, taste and juice strength for just about any mood of any moment, because we’ve different juice tests.

8.8 Packaging

Packaging considerations

Customers/buyers need to start and close the field when taking the some of juice easily constantly till completing without to stacking.

SOMIL will make sure, box will be crafted in either square or rectangular or tubular form with reduced weight or enough quantity to support contents while leaving ventilation inside the box. Contents should not squeeze or tight in the container.

We will design container that may attract by displaying great plate color and logo design and graphics showing the type of juice, top quality, size weights and makers physical address.

Our shelves will be in good shape as a way to allow stock taking and display to be studied without difficulties. As well stocking and displaying should allow space easing storing and delivering.

SOMIL we are careful about costs (unnecessary costs). We can make sure that packaging costs not too high. This means the worthiness of the box should not exceed the value of the contents therefore; the ration of the field to content should be calculated such that allows income. [Kotler, P et al (2006)]

The box texture will be chosen to be strong enough to withstand the transportation and other activity pressure.

SOMIL will consider also about temper resistant. Box need to withstand atmosphere moisture humidity and weather alterations.

SOMIL will make sure that packaging will be quickly to reduce or destroyed after finishing the contents. Therefore the environment friendly will be looked at.

Juice packaging Design

The packaging design and style of SOMIL items will be very appealing, so customers will pay attention for that makes.

Objective of packaging is to ensure safety and cover of products – drive back damage spoilage, contamination. Transport facilitate is very important to permit easy display and self service.

Packaging design

Concerning the packaging issue the manufacturer will be marketed in boxes with numerous quantities someone cannot miss the distinct product packaging on the store shelving. We will design a yellowish wish box and manufacturer working horizontally across it displays the brand name of SOMIL fruit goods. In potential we will consider introducing other style like bottles, cups and so forth.

The image of one glass of juice being poured direct from the jug on the front cover is enough to really get your mouth watering.

Brand identification is certainly of vital crucial; this will distinguish our brand from other manufactures. Also worthwhile ID will sell off any item referring any quality.

Flowing good quality, available in the market our brand will screen the legal inspection performed and permitted by the known quality and common control centers such as TBS, ISO etc.

Product or company information will be shown clearly too safe guard the said product not to be forged by different manufactures. Also this will tell the count of product origins and home address.

SOMIL manufacturer will make sure unit pricing be very seriously considered and very well calculated so that will not hurt the consumers and will not drop the business profit. Pricing will be average to both sides. Also will ensure that we place cleared labeled in order to avoid fraud by revealers.

SOMIL we can make sure open date are marked to indicate the manufactured day and expiration of date and also the living period after opening, these will suite customers stability with the manufacturer.

SOMIL we will put nutritional labeling to tell the consumers how much beneficial while taking our merchandise. We will display by % the quality or level of energy and other activities within the product.

SOMIL we will make sure packaging should be kept up-to-day to reflect changing market trends. Finally in regards to to cost we will make be accessible on nationwide everyone can grab a container at any supermarket chain store at an affordable cost. . [Kotler, P et al (2006)]


As advertising concerned in juice sectors there a whole lot of competition instead on marketing and evaluation of juice, our firm can make sure the juice standard are maintained to catch the attention of more customer and selling price are constant so many persons can manage to choose the juice and revel in our service.

However we understand there are substitute which is definitely Soda and Mineral Water.



9.1 Financial Risks

Assumptions will be that low prices of substitute imported products may hit the industry and consumers who’ll not differentiate between the two may go for the substitute. However, programs are that among the tasks of marketing personnel will be to train consumers about these risks. Inflation may cause increased creation costs against the estimates, the management has approximated contingency to curb this risk. Hiked taxes may hamper product sales/profits but care has been used production and product sales estimates to the average figure while it is known that an increased percentage may offset the unforeseen hazards; and campaigners (competitors) may downgrade the merchandise for their benefits. This previous risk will be studied aboard by training consumers and they will in the end differentiate the qualities.

9.2 Operating risks

These are risks due to weather changes which can impact our company not fulfill our customer.

Our business is mostly influenced by weather changes.

The organization will overcome the chance by making sure that we have enough reserve to be utilized for quite a long time.

9.3 Marketing risks

The market is characterized with huge competition which increases the risk of price battle. To overcome the chance the company will use the differentiation technique. SOMIL will offer top quality products with affordable cost. SOMIL also recognize that in this business there are threats of substitute such as Soda, mineral water and so on. By understanding this SOMIL can make sure we keep our product quality to ensure that we can retain our customers.

9.4 Assumptions for Balance sheet

The balance sheet is normally a generally forecast of the complete financial time. It shows the utilization of income for the first of all 5 years of the business.

9.5 Descriptive economical plan (extracts form fiscal annexes)

Total production costs are approximated at Tshs. 290,000,000.00 in year one steadily rising in years two and three then simply falls in calendar year three onwards.

The business takes a total expenditure of Tshs. 300,000,000 out of which Tshs. 120,000,000 is capital expenditure and Tshs. 300,000,000 is operational purchase. The estimated revenue will be Tshs. 260,000,000 and therefore the job is expected to begin realizing profit in calendar year one.


Finally the Business Approach has been done appropriately by the advice of the lecturers and our participants group. Thanks to end up being them, without forgetting our fellow students because of their corporation.