BUS 599 Assignment 1: Company
Description and SWOT Analysis
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Due Week 3
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 (3) page paper, in which you:
- Create your revised NAB company name and explain its
significance. (Create a name for me)
- Develop your revised company’s Mission Statement and
provide a rationale for its components. (Create a Mission Statement for
me):Use the Statement of Mission template Below:
1.
Range/Nature of Products of or
Services Offered
2.
Quality
3.
Price
4.
Service
5.
Overall Relationship to Customer
6.
Management Style/Relationship to
Employees
7.
Nature of Work Environment
8.
Relationship to Rest of Industry
9.
Incorporation of New Technology/Other
New Developments
10.
Growth/Profitability Goals
11.
Relationship to
Community/Environment/Other Social Responsibility Goals
12.
Other Personal/Management Goals.
- 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 and project the future growth rate. Consider the use of
industry associations and search engines to find reliable, recent data.
- Explain how customer
perception factors could be used as a strategic position. 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.
- 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 below
| 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.
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