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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 direct-to-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 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? 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 goals. Analyze the external and internal
environment for opportunities, threats, strengths, and weaknesses
that impact the firm’s competitiveness. Use technology and
information resources to research issues in strategic management.
Write clearly and concisely about strategic management using proper
writing mechanics.


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