Assignment 1: Company Description and SWOT Analysis
Due Week 3 and worth 100 points
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 work
on the assignment, consider why you have chosen one type of non-alcoholic beverage over
another and the reasons 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 market segments.
Write a three to five (3-5) page paper, in which you:
Create your revised NAB company name and explain its significance.
Develop your revised company’s Mission Statement and provide a rationale for its components.
Hints: Use the Statement of Mission template on pp. 72-73 on the course textbook: Successful Business Plan to aid
your development. Click here for help accessing a specific page number in your eBook.
Extracting appropriate information from the NAB company portfolio, where applicable. You should fill in other
required items in the template using your personal preferences.
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-alcoholic beverage.
Hints: Research and outline beverage industry trends. Consider the size and growth rate of the industry overall and
the specific beverage type you have chosen. Use the worksheet in the course text (p. 88 | Past and Future Growth of
Your Industry) to help you project the future growth rate. Consider the use of industry associations and search
engines to find reliable, recent data.
Choose one (1) strategic position 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 in order to distinguish your
beverage from other non-alcoholic beverages.
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.
Hints: 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 their orders. If you are attempting to sell directto-consumers, such as online via a monthly subscription, how will you manage warehousing / fulfillment / shipping?
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 (pp. 148–149) as well as any risks not listed in the
text. Regulation weighs more heavily on beverage and food businesses than many other 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?
Develop a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 |
SWOT: Strengths / Weaknesses / Opportunities / Threats)
Hints: 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 your company? Do you or other team members have previous experience in the food and
Hints: What are your company’s likely weaknesses? 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
Hints: 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?
Hints: What are your company’s 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 succeeds, can the competition easily enter your market? If you
have a global aspect to your company, do factors such as currency fluctuations, political instability, offshoring or
outsourcing pose threats?
Format your assignment according to these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references
must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course
title, and the date. The cover page and the reference page are not included in the required page length.
Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number
of resources used in the exercise.
The specific course learning outcomes associated with this assignment are:
Analyze the role of a company mission, vision, and objectives and the impact to business strategy.
Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business
Analyze the external and internal environment for opportunities, threats, strengths, and weaknesses that impact the
Use technology and information resources to research issues in strategic management.
Write clearly and concisely about strategic management using proper writing mechanics.
The Palmer Organic Drink (POD) Company is named after my grandmother, Cora Palmer. She
was very interested in healthy foods, which she prepared daily. She showed that interest long
before "eating healthy" became a popular fad. I remember very well how she prepared most
meals from scratch, using very few processed foods. Regularly, she traveled to the local
farmers market to purchase the products needed for her meals. She would pickle beets and
cucumbers, make her own apple sauce, and was found canning fruits and vegetables. She
prepared these items and many more in preparation for the winter months. I don't actually
remember how she did this, but she made her own soda, especially a root beer soda, and her
own ice cream.
POD is a company that \will focus their products on healthy organic drinks of different
varieties. Drink flavors will include strawberry, raspberry, blueberry, and peach. While the
business will begin with these flavors, other flavors will be added in the future. These organic
drinks will provide both a delicious taste, as well as good nutritional value. The drinks will be
produced without caffeine or any other additives that might cause unhealthy reactions in
consumers. The use of natural fruits will give the drinks more of a fruity taste th an many of the
organic drinks currently on the market.
"The Palmer Organic Drink (POD) Company is designed to provide a healthy fruit drink
alternative for consumers. The company is committed to using natural products with an
absence of caffeine in its contents." By providing such a product, POD hopes to acquire a
leading position in the organic drink marketplace
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