Company description and SWOT analysis
In this assignment, you will conduct a SWOT (Strength, Weakness, Opportunity, and threat analysis for the type of beverage you have selected, and for your company overall. As you were on the assignment, consider why you have chosen one type of non-alcoholic-beverage over another and the reason for that choice. As you complete your SWOT analysis, be sure to include external factors such as industry/market trends and competition, and internal factors such as your capabilities or abilities to reach certain markets segments.
1) Create your NAB company name and explain its significance.
2) Develop your revised mission statement and provide rationale for its components.
Hints: Use the statement of mission template on pp. 72-73 in the course textbook. Successful business plan to aid your development.
Extracting appropriate information from the NAB company portfolio, where applicable you should fill in other required items in the template using your personal preferences.
3) Describe the trends in the non-alcoholic-beverage industry, especially the specific type of beverage category you have chosen. Justify at least three (3) reasons why you have chosen this type of non-alcohol beverage.
Hints: Research and outline beverage industry trends. Consider the size and growth rate of the industry overall and the specific type you have chosen. Use the worksheet in course text (p.88). (past and future growth of your industry) to help you projectthe future growth rate. Consider the use of industry associates and search engines to find reliable recent data.
4) Choose one (1) strategic from the course text (pp.142-143)that you believe is the best strategic position for your company. Explain the approach you will use to implement this strategic position for your company in order to distinguish your beverage from other non-alcoholic- beverages.
5) Provide an overview of your company's distribution channels. Explain the manner in which your product will reach end users. Provide a rationale for your chosen method.
Hint: For example, will you sell your beverage in grocery stores, restaurants or sports venues? If so, describe the types of resellers and distributors who will sell to resellers and fulfill orders. If you are attempting to sell direct-to-consumers, such as online via a monthly subscription, how will you manage warehouses/fulfillment/shipping.
6) Outline at least three (3) types of risks.(including any regulatory risks) that your business faces. Describe your company's plan to mitigate such risk.
Hints: You may refer to the types of risk listed in the course text (pp148-149) as well as any risks not listed in the text. Regulation weighs more heavily on beverage and food businesses than many types of companies, so be certain to consider any regulatory risks your type of beverage faces. For example, what kind of regulation and/or risks are you likely to face if you make health claims about your beverage.
7)Develop a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p.153).
Hint: What are your company's likely strengths? Have you chosen a beverage segment that is growing and lacks an entrenched competitor? Are you in a niche market that has great potential? What are the strengths that you and other team members bring to the company? Do you or other team have previous experience in to company? Do you or other team have previous experience in the food and beverage industry.
Hint: What are your company's likely weakness? Is the competition in your industry segment entrenched? Is your own management team inexperienced? Will it be challenging to actually produce your product and maintain quality?
Hint:What are your company's opportunities? Does your segment have more demand than supply? Have larger corporations stopped serving smaller or niche markets that you could enter? Is a new market emerging because of demographics, immigration, changing tastes?
Hint: What are your company threats? Is there a clear market leader that will be hard and expensive to displace? Are downward-pricing pressures in the segment making profit margins slim? Are there little or no barriers to entry for new competitors: If you have a novel idea that success, can the competition easily enter your market? If you have global aspect to your company, do factors, do factors such as currency fluctuations, political instability, offshore or outsourcing pose threats?