CHAPTER ONE
INTRODUCTION:
This is a business plan for Marymaria Njeri whose objectives is to establish a dairy shop in Thika town
Kiambu county from date 01/12/2025 after coming into climax of my studies in MiNaP since am
business oriented lady aiming to be self-employed and a lady boss employing other citizens in our
country in order to overcome poverty in the society and help others get out of misery caused by lack
of employment in the country. This dairy shop in future it is going to be a very huge company with a
lot of branches all over the country providing quality products in the country and generating a lot of
wealth in the country.
PERSONAL BACKGROUND:
I’m Marymaria Njeri from Kiambu County, Thika Township, located in section 9 estate. I’m aged 25
years I’m persuading a diploma course in food science and therefore after my studies am aiming at
establishing a dairy shop that will be dealing with food products especially milk products such as
fresh milk, cheese, butter, yoghurt and others. And later enlarge this shop into a huge company
having other branches along Thika road and later all over the country. I believe I can do well in this
industry since being a student in MiNaP persuading a diploma course in food science I have gained a
lot of knowledge, skills, experience and exposure in dealing with food products therefore am 100%
prepared mentally, technically, socially, economically and ethically since the school have instilled me
all qualities required in business and all my teachers have natured me and my talent of carrying out
milk business is self-evidenced and realised practically through school field activities and laboratory
practices and also workplace experience since I worked in Kangema KICC milk company during my
industrial attachment and also I have employed in Thika town severally in milk shops, java house and
others.
THE LOCALITY OF THE BUSINESS:
This business will be located in Kiambu county, Thika town is the headquarter where the business
will be located and the starting point of this business which will became successful and a giant
company dealing with dairy products in our country. Thika town centre near Mathai supermarket or
near Naivas supermarket this is where the business will be strategically located centrally to attract all
residents in Thika. Reason for selecting Thika town it is because it is a big city which is industrialised
and an education centre having high population of Kenyans and foreigners hence economic activities
do very well in this town and people in this area consumes dairy products greatly hence favouring
my dream business.
THE NATURE OF BUSINESS/INDUSTRY:
It is an industry dealing with commercial activities on product promotion expecially in promoting
dairy product. Dairy products business means dealing with livestock products such as milk from cow,
goat and camel whereby I source these products from the producers at a low price I add value to
these products through industrial processing such as adding flavour and preservatives. This business
is a sole proprietorship owned by individual me alone but I will start with employing four workers
together with me it will have five workers but after establishment and prosperity it will extend into a
large company having other branches in different areas with other workers. The company will
occupy the basement the basement will have milk coolers and milk store and preservation section
and an office under the first floor and one spacious room on the first floor which will consist a milk
bar and a restaurant having a java section and a milkshake area.
BUSSINESS ENTRY PLAN:
The business will be easy to start because there is no complication and documentation there is only
few government legal agreements and therefore the entry will cost minimum capital that I will not
strain to afford it. Having great exposure due to staying in Thika town for a very long period of time
gaining experience in milk business as a result of being employed as milk sales girl by investors in
Thika town I have gained skills, knowledge and experience in dairy products business such as fresh
milk and therefore am very ready to start the milk business very soon after completing my studies.
Since am very popular in Thika town knowing a lot of people and being known by many it will be
very easy and quick to get into the business provided it is in Thika town.
PROCEDURE OF ENTERING IN THE BUSINESS:
1. Step one; I will search a suitable site to locate the business this site will have the following
relevance that will be added advantage to the business such as well secured, well accessible,
centrally located inside the town centre area with high population of consumers of my
products.
2. Step two; I will install all the equipment’s required for the business involving furnishing the
spacious rooms, installing refrigerators, utensils and others
3. Step three; I will visit government officials in order to register my business, get license and
obtain the permit to operate my business officially having all legal entities required by the
authorities such as medical certificate, Good Conduct certificate and others.
4. Step four; I will visit insurance companies to get an insurance cover for my business I will
follow knowledge gained from learning institution to determine the best insurance company
for my business this will secure my business in case of natural calamities like fire and theft
cases.
5. Step five; I will contact my assistant three workers to came and join me in the process of
starting the operation practically. I will then contact my suppliers to supply the dairy
products to my newly opened shop.
PLAN FOR THE GROWTH AND PROSPERITY OF THE BUSINESS:
1. Step one; It involves advertising my business through several ways such as media
WhatsApp status, Facebook, Tiktok and bill boards on the street roads and in market
places, also communicate in churches during Sunday services, communicate in learning
institutions during events and using my friends to pass the message to all potential
esteemed customers all over the Thika town and neighbouring surroundings.
2. Step two; Our Company will deliver our products door to door where our clients make
request in order to make my business to have strong foundation and roots in Thika
town. This will attract other clients who would wish to enjoy the same services our
company is offering to our clients and this will enhance increase of the customers in our
company hence great prosperity.
3. Step three; We will open other small branches in neighbouring areas around Thika town
such as Witeithie, Makongeni, Juja and Ngoigwa this will increase the number of our
customers and the business will benefit a lot from the huge population consuming our
products.
4. Step four; I as the CEO of my company I will motivate my clients. The clients I will
motivate them by giving them discounts, shirts and caps bearing our company name and
logo, I will ensure my products are affordable and locally available to our clients. This will
help to maintain and sustain our customers for ever.
5. Step five; I as the CEO of my business I show hospitality to my workers I will motivate
them by taking them to other companies for benchmarking and field trips and tours
maybe vacation in Mombasa or Zanzibar whereby they get more advanced training from
entrepreneurs and scholars who will motivate them and instil to them free will of
working as loyal employees this will promote the prosperity of the business for many
years to come.
6. Step six; Through accumulation of wealth our company will start offering vouchers to
our customers helping them do more shopping, start a platform that customers can win
huge amount of money or cars, motorbike and others after shopping with us and getting
a ticket to join the game. This will win a lot of customers and our business will gain more
and therefore will remain evergreen in the market as the best dairy business company.
CHAPTER TWO
MARKETING PLAN
INTRODUCTION:
In the business marketing plan is a vital requirement to have taken into consideration before
venturing into any business since it provides many valuables including source of finances the finance
help to purchase all the products required in the business operation and to make all cash
transactions that cannot be omitted in the business operations.
This marketing plan help to determine type of market required for the business products and
sources of these markets are achieved through having a marketing plan in the business. The
marketing plan also help to develop marketing strategies during marketing plan layout individual
should have all the required data well collected, analysed, evaluated and implemented for future
use during the business operation.
CUSTOMERS:
These are clients whom the business intends to carry out the business together since they are the
consumers of the business products and services and without them the business objectives cannot
be achieved at all so care should be taken to ensure that our product meets the consumer’s
preferences and taste in terms of quality, quantity and price and after sale services.
Source of Customers;
Our customers are readily available all over the town and surrounding town outskirts our potential
customers include city people who stays in apartment whereby no farms to have cattle to get dairy
products from them therefore they must depend from our company to supply daily products to
them. The following sectors provides customers to our company;
1. Learning institutions such as students from Mount Kenya University, Thika Technical and the
staffs from these institutions and many other staffs from various schools in Thika town.
2. Healthy institutions such as Thika Medical, Naidu hospital we will supply milk there for the
hospitalised and the staffs.
3. Thika Barracks, Thika Police Department carry a lot people who will be our customers since
they rent in Thika town also they give us tender to supply milk product in the base.
4. Hotels and restaurants in Thika town will give us tender to be supplying milk to them and
also some supermarkets in Thika town will be our potential customers.
SIZE OF THE MARKET:
The size of market in the town is very large since there is very high population in the area Thika town
have approximately 5,000,000 according to the last election numbers of voters were almost
4,000,000 voters so plus children and foreigners the number of customers is very high therefore our
products will always be consumed without wastage.
Estates Population Government Business
Workers/Private People/Students/non
Indusries employed
Section 9 10,000 3,000 7,000
Majengo 20,000 5,000 15,000
Ofafa 5,000 1,200 3,800
Makongeni 200,000 80,000 120,000
Witeithie 100,000 30,000 70,000
COMPETITORS:
Through my long term research and experience of being a resident in Thika for a long time the
competition it is not very high since only few farmers from nearby rural areas such as Kenol and
Gatanga and Mangu distributes milk products in Thika town.
STRATEGIES TO OVERCOME THE COMPETITORS:
My company have several advantages that will automatically outweigh my competitor’s capability of
wining my customer’s preference and taste.
1. My company will add value to the milk products compared to my competitors who only sell
raw milk from their farms. Therefore I will attract these who want extra milk products.
2. My company will operate 24/07 day and night but my competitors only supply milk only
early in the morning therefore is another added advantage.
3. My company is strategically located having a spacious comfort zone to serve our quests
compared to my competitors who supply milk to individuals this a good platform to win
heart of Thika residents.
4. My company will be selling milk products at affordable price since there is elimination of
middlemen/brokers who exploit consumers.
5. My company will provide quality milk product due to presence of storage and preservative
assets such as refrigerators, freezers, and well packaging.
6. My company have authority permit and workers have medical certificate compared to my
competitors who work locally and illegally this will give my company a background to win
over my competitors.
PRODUCTS COMPARISON;
Marymaria company Competitor 1 products Competitor 2 products Competitor 3 products
products
Pasteurised milk Unpasteurised milk unpasteurised Unpasteurised milk
Value added milk Raw milk products Raw milk products Raw milk products
products
Labelled and packed No labelling or No labelling or No labelling or
packaging packaging packaging
SERVICES COMPARISON;
Marymaria company Competitor 1 services Competitor 2 services Competitor 3 services
services
Self-services in the No physical shop only No physical shop only No physical shop only
shelves inside the bystanders alongside bystanders alongside bystanders alongside
shop roads roads roads
There is official home Involves hawking and Involves hawking and Involves hawking and
delivery door to door illegal trespassing in illegal trespassing in illegal trespassing in
after request made homesteads homesteads homesteads
Fixed prices and Price varies and no Price varies and no Price varies and no
labelled and package labelling and labelling and labelling and
packaging packaging packaging
PRICING STRATEGY:
The price is the amount of money intended to be used for selling the products during making
decisions on the price one should consider various factors in order to make profit and not to incur
losses therefore one should determine the best price to sell each product in order to maximise the
profit and reduce cost of production therefore pricing strategy it is vital role to be carried out
during marketing plan and layout of a business plan.
The products are to be given prices accordingly to the following strategies;
1. According to the type of the product such fresh milk price is different from powder milk
price
2. According to the quantity of the product such as price of 1litre of yoghurt is different from
price of 2litres of yoghurt.
3. According to the quality of the product such as high quality milkshake is of high price while
second class milkshake is of low price
4. According to the flavour of the product such as apple chocolate will be expensive
compared to strawberry chocolate
5. According to after sale services such as home delivery products and online purchased
products will be expensive than physically purchased products in the shop.
6. According to the ingredients and spices/cocktail in the product such as java will be
expensive than milkshake and milk tea.
Table of pricing strategy;
Producer Selling price to Company buying price from Company selling to the
the company producer consumer
Cow Raw milk 1liter 45 sh 45 sh 100 sh
Carmel raw milk 1liter 100 100 sh 300 sh
sh
