The disposable napkin is an invention that has revolutionized the baby-care industry. It provides a practical solution in the world to the problem with wet baby bottoms.
We are about to enter a profitable market in a country that is growing. Baby Nappies World can enter and penetrate the baby nappies/sanitary pads market with its current population fertility rate of 4.2 people . Baby Nappies World can capitalize on the growth rate and limited local competition. With a dedicated and skilled staff, outstanding order procurement and effective management, marketing and sales, Baby Nappies World is well-positioned to do so. Initial plans are to supply sanitary pads and nappies to hospitals in Botswana and wholesalers across Botswana.
Initial plans were to produce 300 diapers an hour, 5 days per week. We will also use an 8 hour work day to make 48,000 diapers per monthly. As we get more efficient with their production, this figure will rise to approximately 56,000 monthly. 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 primary goal is to establish and sustain our existence in this market. This will be made possible through the support of the business environment.
Our marketing strategy will mainly be focused on making customers aware of our existence, and the products which we produce. Therefore, we intend to make sure that customers have the right information. This will be done through implementing a market penetration strategy that will ensure that we are well known and respected in the market. We will ensure that our products’ prices are favorable relative to our South African counterparts’ prices, and that our potential customers appreciate 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. This will force us to market our products aggressively and to provide excellent customer service to our clients to ensure a long-term relationship.
Our target markets include wholesalers, institutions, and other intermediaries that frequently order in bulk for their clients, as well 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 plan to properly compensate our staff to keep their valuable skills and to enrich the job by delegating authority. We will maximize productivity and realize the full potential of all our employees by offering health care, generous profits sharing, and at minimum three weeks vacation. 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 anticipate that sales will increase from over P748,800 the initial year to more P1,075,200 and more P1,142,400 the second year.
Our venture’s appeal lies in the fact that our products are more affordable than those offered by competitors. Baby Nappies World’’s ongoing initiatives aim to drive sales and market share as well as productivity, in order to give an additional push towards the achievement of corporate goals.
1 Courtesy Central Statistic Office
NOTE: This plan uses Botswanan Pula (P) currency.
1. Keys to Success
- Timely response to customers’ requests: We cannot afford to delay our clients for whatever reason, as this will have a negative bearing on our image and reputation,as well as impacting future business. So, it is important to communicate regularly with clients to ensure that products are delivered as per the specifications and on time.
This will make it easier to trust our abilities and build long-lasting relationships.
1.2 Objectives
Our business strategy will revolve around the need to provide quality disposable baby nappies, geriatric/adult diapers and sanitary pads to the various institutions and wholesalers that need them, in the process fully satisfying their requirements. This shall be undertaken through adequate training and recruitment of a professional team dedicated to providing and catering the customer’s needs.
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 true for companies that strive to increase their profitability by obtaining high quality products at low prices.
We also intend to have well laid out introductory letters and other promotional material that will enable clients to have an understanding of the types of products we offer and advantages of utilizing them. Clients are often influenced by well-designed company profiles and business cards when they consider ordering our products. This will ensure that our products are more popular.
The following are the objectives we want to accomplish:
- To provide high quality diapers or sanitary pads that are on-time and within budget.
- Be enthusiastically satisfied with your customers every day.
- Maximize capacity utilization, minimize inventory/stock, and use high-quality materials to ensure economical resource usage.
- Contribute positively towards our communities and the environment.
- Establish a market presence to ensure short-term growth, profitability, market share, and growth. This will help you become a 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 aim to build and sustain a positive, productive, satisfying, and enjoyable workplace. We aim for fair and responsible profits, sufficient to keep the company financially strong for both the short and the long term, and to fairly pay employees for their effort and work.
