• 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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