Executive Summary The business plan relates to FriCo Incorporation which operates in the US food industry. The firm intends to venture the US coffee market by introducing a new variety of instant coffee. The plan details a comprehensive situational analysis of the US coffee industry. This is achieved by conducting a market research and market analysis which aid in understanding the characteristics of the coffee market. Additionally, the plan also includes an analysis of the competitive environment. The situational analysis also integrates a SWOT analysis and critical success factors. The competitive analysis evaluates the competitive nature of the industry. In order to cope with the competition, the report illustrates the competitive strategies to be used by the firm. The firm’s mission statement, marketing objectives and target market are also indicated. Additionally, the plan also illustrates the operations and production plan to be used by the firm. In order to create market awareness, the report illustrates the marketing strategies which the firm intends to use. The plan also illustrates the firm’s financial forecasts. The conclusion illustrates the management’s position regarding the success of the venture. Introduction FriCo is a private limited company which intends to venture the US beverages industry. In its operation, the firm will have a human resource base of 100 employees. In an effort to meet all the market need, the firm’s management team appreciates the fact that consumers have got diverse product preferences. In an effort to meet the market demand, the firm’s management team has integrated the concept of product diversity. Some of the products which the firm will produce include fresh brewed coffee, hot chocolate and coffee. FriCo will attain this through incorporation of the concept of product innovation. In an effort to attain its profit maximization objective, the firms’ management team has come into a consensus to undertake development of a new variety of coffee known as Frico Instant Coffee. Market research and analysis The global beverage industry has undergone a significant transformation over the past 2 decades. This is evidenced by the emergence of ready to drink beverages. One of the sectors which are experiencing a significant transformation is the coffee industry. For a considerable duration of time, there were numerous inconveniences within the coffee industry. However, emergence of instant coffee within beverages sector is likely lead into a significant transformation within the sector leading into a high growth rate. A market research conducted by the firm revealed that there is a high market potential within the sector. There is an increment in demand for ready-to-drink beverages amongst the consumers. A market research conducted by the firm’s marketing department revealed that consumers are increasingly shifting to consumption of instant coffee compared to other beverage products. Findings of the market research conducted by the firm also revealed that the market for instant coffee is undergoing a significant growth. For example, in an effort to cope with the increment in consumer demand, convenience stores such as supermarkets are increasingly carrying varieties of instant tea and coffee products in their shelves (Randy, 2002, p.6). Ad