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 poised for a lucrative entry into a rapidly growing market. The current population fertility rate estimated at 4.2 children1, and increased admissions in hospitals and clinics presents an opportunity for Baby Nappies World to enter and penetrate the baby nappies and sanitary pads market. Baby Nappies World is poised to take advantage of this growth rate and minimal local competition, with a dedicated and experienced staff, excellent order procurement, and effective 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 we improve our production efficiency, this number should increase to around 56,000 per month. This is for diapers only. However, we plan to make sanitary pads in an order-based manner.
We know that to be successful in this highly untapped market, it is necessary to be flexible, responsive, and to delight customers by providing what they desire, at the right time, in the exact quantities. 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 is based on ensuring customers know about us and the products we offer. Hence our intention is to make the right information available to the right target customers. This will be achieved by implementing market penetration strategies that will ensure we are well-known, respected and valued in 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. However, the prices we charge will also take into consideration the cost of production and distribution so as to ensure that we remain viable and operational. We appreciate the fact that the majority of wholesalers and intermediaries that order our products perceive South African products to be of higher 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 will pay our employees well to preserve their valuable expertise, to provide job satisfaction, and to allow them to delegate authority. We aim to maximise productivity while realizing each individual’s full potential by providing excellent health care and generous profit sharing. Awards will be given out to outstanding individuals for hard work and production so as to not only show our appreciation, but to instill a sense of fun into the work and promote the maintenance of high standards.
We predict that sales will rise from more then P748,800 in their first year to more over P1,075,200 in their second and third years, respectively.
The appeal of our venture is based on the fact that customers will prefer our products to those of other competitors due to their low prices and 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: This plan uses Botswanan Pula (P) currency.
1.1 Keys to Success
- Quick response to customers’#8217’s requests: We can’t afford to delay clients for any reason. This will negatively impact our reputation and our image, as well as our future business. We must communicate with our clients constantly to ensure products are delivered on-time and to their specifications.
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 is based on the need to provide high-quality disposable baby nappies, geriatric/adult pads, and sanitary pads for all those institutions and wholesalers that require them. This shall be achieved by providing adequate training and recruiting a professional team to cater for the customer’s needs.
Our marketing campaign will increase awareness of our products and services in the market segments that we intend to target. This is particularly so with organisations increasingly looking at obtaining quality products at the lowest prices as they strive to increase profitability.
We intend to send out well-written promotional materials and introductory letters to clients. This will give them a clear understanding of our products and the benefits they offer. A well-designed company profile and business card can also be very helpful in influencing clients to order our products. This will result in increased sales of our products.
In short, we aim to attain these objectives:
- To provide high quality diapers or sanitary pads that are on-time and within budget.
- Develop happy customers all the time.
- Ensure economical use of resources from capacity utilization, minimising inventory/stock and low cost, and 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 100% committed to the production and distribution of high quality disposable baby nappies and adult diapers. We are committed to creating and maintaining a safe, productive, enjoyable, and satisfying work environment. This includes ensuring that our employees are paid fairly and encourage them to be respectful of customers’ requests and the quality and quantity of the products they produce. 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.
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