Assignment 1 - Company Description and SWOT Analysis

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Business Finance

Description

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:

  1. Create your revised NAB company name and explain its significance. Describe the non-alcoholic beverage you will produce and sell.
  2. 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.
  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-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.
  1. 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.
  1. 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 direct-to-consumers, such as online via a monthly subscription, how will you manage warehousing / fulfillment / shipping?
  1. 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?
  1. 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 beverage industry?
    • 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 quality?
    • 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?
  1. Format your assignment according to these formatting requirements:
    1. 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.
    2. 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.
    3. 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.

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• ANDREA BANTO Owner 10:16 PM EST, 08 Jan Chiquita Tucker Great start! You need to expand your mission statement. Try to adjust the mission statement to include the components of "who you are, what you do, and why you are in business". See the attached sample. Use quotation marks. Be sure to adjust for Assignment 1. Points: 100 Assignment 1: Company Description and SWOT Analysis Unacceptable Fair Proficient Exemplary Criteria 1. Create your revised NAB company name and explain its significance. Describe the nonalcoholic beverage you will produce and sell. Weight: 5% 2. Develop your revised company’s Mission Statement and provide a rationale for its components. Weight: 5% 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-alcoholic beverage. Weight: 10% 4. 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 nonalcoholic beverages. Weight: 10% 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. Weight: 10% 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. Weight: 10% Below 70% F 70-79% C 80-89% B 90-100% A Did not submit or incompletely created your revised NAB company name and did not submit or incompletely explained its significance. Partially created your revised NAB company name and partially explained its significance. Satisfactorily created your revised NAB company name and satisfactorily explained its significance. Thoroughly created your revised NAB company name and thoroughly explained its significance. Did not submit or incompletely developed your revised company’s Mission Statement and did not submit or incompletely provided a rationale for its components. Did not submit or incompletely described the trends in the nonalcoholic beverage industry, especially the specific type of beverage category you have chosen. Did not submit or incompletely justified at least three (3) reasons why you have chosen this type of non-alcoholic beverage. Did not submit or incompletely chose one (1) strategic position from the course text (pp. 142– 143) that you believe is the best strategic position for your company. Did not submit or incompletely explained the approach you will use to implement this strategic position in order to distinguish your beverage from other nonalcoholic beverages. Did not submit or incompletely provided an overview of your company’s distribution channels. Did not submit or incompletely explained the manner in which your product will reach end users. Did not submit or incompletely provided a rationale for your chosen method. Did not submit or incompletely outlined at least three (3) types of risks (including any regulatory risks) that your business faces. Did not submit or incompletely described your Partially developed your company’s revised Mission Statement and thoroughly provided a rationale for its components. Satisfactorily developed your company’s revised Mission Statement and thoroughly provided a rationale for its components. Thoroughly developed your company’s revised Mission Statement and thoroughly provided a rationale for its components. Partially described the trends in the nonalcoholic beverage industry, especially the specific type of beverage category you have chosen. Partially justified at least three (3) reasons why you have chosen this type of non-alcoholic beverage. Satisfactorily described the trends in the nonalcoholic beverage industry, especially the specific type of beverage category you have chosen. Satisfactorily justified at least three (3) reasons why you have chosen this type of nonalcoholic beverage. Thoroughly described the trends in the nonalcoholic beverage industry, especially the specific type of beverage category you have chosen. Thoroughly justified at least three (3) reasons why you have chosen this type of nonalcoholic beverage. Partially chose one (1) strategic position from the course text (pp. 142–143) that you believe is the best strategic position for your company. Partially explained the approach you will use to implement this strategic position in order to distinguish your beverage from other nonalcoholic beverages. Satisfactorily chose one (1) strategic position from the course text (pp. 142– 143) that you believe is the best strategic position for your company. Satisfactorily explained the approach you will use to implement this strategic position in order to distinguish your beverage from other nonalcoholic beverages. Thoroughly chose one (1) strategic position from the course text (pp. 142–143) that you believe is the best strategic position for your company. Thoroughly explained the approach you will use to implement this strategic position in order to distinguish your beverage from other non-alcoholic beverages. Partially provided an overview of your company’s distribution channels. Partially explained the manner in which your product will reach end users. Partially provided a rationale for your chosen method. Satisfactorily provided an overview of your company’s distribution channels. Satisfactorily explained the manner in which your product will reach end users. Satisfactorily provided a rationale for your chosen method. Thoroughly provided an overview of your company’s distribution channels. Thoroughly explained the manner in which your product will reach end users. Thoroughly provided a rationale for your chosen method. Partially outlined at least three (3) types of risks (including any regulatory risks) that your business faces. Partially described your company’s plan to mitigate such risk. Satisfactorily outlined at least three (3) types of risks (including any regulatory risks) that your business faces. Satisfactorily described your company’s plan to mitigate such risk. Thoroughly outlined at least three (3) types of risks (including any regulatory risks) that your business faces. Thoroughly described your company’s plan to mitigate such risk. 7. Develop a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats) Weight: 35% 8. Clarity, writing mechanics, and formatting requirements company’s plan to mitigate such risk. Did not submit or incompletely developed a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats) More than 6 errors present Partially developed a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats) Satisfactorily developed a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats) Thoroughly developed a SWOT analysis for your NAB company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats) 5-6 errors present 3-4 errors present 0-2 errors present Weight: 15% Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric. KENRY BEVERAGE COMPANY The name of my beverage company will be Kenry Smoothies Company. Kenry Smoothies will be a company that will focus on creating a wide range of fruit and yogurt smoothies that are fun and fresh and will not interfere with any healthy eating plan. The main product from Kenry smoothies will be a smoothie that will be made from cucumber, mint, and melon. I settled for this drink because it has a refreshing experience, especially in hot seasons. Nonetheless, this drink was meant for people who are cautious in maintaining their skin as well as those who have health issues such as diabetes. There have been rising cases of lifestyle diseases for instance diabetes, and this also made me come up with such a smoothie since it's a drink that can address all sort of groups, not just the healthy ones. Moreover, the juice will be beneficial in those people who desire to lose weight as cucumber serves well as an ingredient of weight loss. Cucumber also helps to prevent blood pressure and is very beneficial in boosting one's bone health. Cucumber and melon also have anticancer properties that lower the risk of cancers for a healthier body. Despite the drink having a refreshing experience, it will be full of health benefits too. Who would not want such a drink? Mission Statement Kenry Smoothies mission statement will be "a healthy drink for a healthier nation." As a company, we do not just to bring a refreshing drink to our consumers but also offer a drink with health benefits for them. Diabetic people will undoubtedly get a drink which can refresh them without fearing for their health. The drink will also be beneficial to citizens struggling to lose weight as well as those with high blood pressure. The rationale for its components When it comes to issues concerning human health, cucumber is not a new term. It possesses hydration qualities that help to deal with skin matters and assists a lot in weight loss, a fight very many people are struggling with. Despite preventing cancer, it also lowers the blood pressure. On the other hand, melon enhances easy and smooth bowel movement. Moreover, it is very beneficial to a person with kidney diseases. Its high possession of carotenoids lowers the chances of cancer and especially lung cancer. Mint is essential too as it helps to relieve indigestion as well as reduce bad breath. References Butler, N. (2017, August 16). Benefits of Cucumber Water: Stay Hydrated and Healthy. Retrieved from Healthline: https://www.healthline.com/health/food-nutrition/cucumber-water Week 2 Discussion- Opportunities and Threats Kenry Beverages is a company based in New York, Unites States. Being a new company in the market, Kenry Beverages has the potential to grow due to the opportunities available. Those opportunities include the positive economic trends that are being experienced in America, raising health concerns in the country and lower barriers of entry. However, some risk factors need to be carefully analyzed for the company to be able to penetrate the market. The main risk involved is the high competition in the market. Opportunities Consumers have changed their market due to the growing per capita income which has impacted the non-alcoholic beverage market positively. Consumers can now spend more on secondary needs and just not on basic needs only. That means that there is a ready market out there for the products of Kenry Beverages. The rise in consumer spending has majorly contributed to the global growth of the non-alcoholic beverages market. Studies show that most of the Americans have increased their spending on food and especially eating out (Sullivan, 2017). There have been growing health concerns which lead to the appreciation of our product in the market due to the health benefits it brings along. Lifestyle diseases such as diabetes and high blood pressure have been on the rise which has caused consumers across all age groups in America to become health conscious. Due to this reason, people are avoiding drinks with processed sugars and opting for natural sugars which is healthier (Richardson, 2016). That, therefore, makes our product fit for those avoiding lifestyle diseases as well as those battling with the same. These health concerns also create a weight loss market. Weight loss is a fight every person struggles with, and this gives hope for our company to thrive in a very concentrated market. There are lower barriers of entry to the market since the company requires lower capital to start compared to other big companies. This then makes it easy for our company to be introduced to the market and flourish. The presence of limited barriers reduces the problems for our developing firm in entering the market or as it continues to find its way in the non-alcoholic beverage market. Consumer welfare does not suffer when barriers do not delay entry (Manuel, 2007). Threat The most significant risk facing our company is competition. There are already many established companies causing the non-alcoholic beverage market to be concentrated. Moreover, the available food chains are also offering a similar product which creates more competition (Heng, 2018). In addition to the high competition, there are numerous barriers to entry that have made it difficult for small companies to grow in this market. For instance, investors are skeptical about investing in start-ups, and they prefer risking their money in already established brands. That may cause inadequate funding for the company which will also affect distribution patterns and marketing strategies as well. The firm may not reach a wide audience and create awareness for their product. REFERENCES Heng, Y. H. (2018). The Competition of Beverage Products in Current Market: A Composite Demand Analysis. Agricultural and Resource Economics Review, 47(1), 118-131. Manuel, E. (2007). The Analysis of Five Competitive Forces of Non-Alcoholic Beverage Industry and E-Commerce Industry Cases at the Global Level. SSRN Electronic Journal. doi: 10.2139/ssrn.969450 Richardson, B. (2016). Sugar Shift: Six Ideas for a Healthier and Fairer Food System. Food Research Collaboration, London. Sullivan, B. (2017, December 13). This is what Americans are spending their money on. Retrieved from Market Watch: https://www.marketwatch.com/story/postrecession-this-iswhat-americans-are-really-spending-their-money-on-2017-12-13
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Running head: KENRY BEVERAGE COMPANY AND SWOT ANALYSIS

Option #1: Leadership Philosophy Paper
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Professor
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KENRY BEVERAGE COMPANY AND SWOT ANALYSIS

1

Kenry Beverage Company.
Company description
Kenry Beverages is a company based in New York, Unites States. Being a new company
in the market, Kenry Beverages has the potential to grow due to the opportunities available.
Those opportunities include the positive economic trends that are being experienced in America,
raising health concerns in the country and lower barriers of entry. However, some risk factors
need to be carefully analyzed for the company to be able to penetrate the market. The main risk
involved is the high competition in the market.
Mission statement
Kenry beverage company is a company that seeks to promote the health of its consumers
by providing a healthy and refreshing drink. We make our juice from fresh farm ingredients
which are obtained locally. Our mission is to provide a healthy drink which will, in turn, enhance
the health of our consumers. Our main drink is made using ingredients such as melon, mint, and
cucumber. At times our drink may involve the use of honey, but it all depends on the cho...


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