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Business & Marketing
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Company Description and SWOT Analysis (Essay Sample)


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.
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?
**the pages from the text are attached along with the company information for my NAB**


Company description and SWOT analysis: Lamar Rene' Inc.
NAB Information
Company Name: Lamar Rene', Inc.
Product: Lamar Rene' Inc. is an all natural, organic champagne made with fresh fruits.
Significance of company: My company is named after my favorite aunt, Lamar Rene'. My aunt has always been supportive and apart of everything major journey in my life, therefore; I decided to honor her by naming my company after her.
Mission Statement: Lamar Rene' mission is to provide a healthy alternative to a seemingly unhealthy past time. The mission statement provides consumers with the knowledge of knowing that they can enjoy a glass of champagne without the health risks.
Trends in the non-alcoholic beverage industry
North America still remains the major market for the non-alcoholic drinks, with the Asia Pacific region growing over time. However, there has been a decrease in the consumption of non-alcoholic drinks since consumers are more heath conscious more than ever before. Given that growth is likely to be flat, the consumption of organic and healthy non-alcoholic drinks is likely to rise. To further highlight that there are health concerns among consumers is that manufacturers are increasingly producing zero-sugar drinks given the concerns about the impact of sugar on obesity (Market watch, 2015). There has been an upward trend in sales of non-alcoholic beverages worldwide, with a projected revenue growth of 4.3% growth in revenue from 2014 to 2020 (Release Wire, 2015).
Non- alcoholic beverages are increasingly focusing on health and wellness as they make better choices through manufacture the natural organic drinks
There is a rise of smart consumers who are more informed and aware of the health effects of artificial drinks, and are increasingly concerned that the processed foods and sugar content.
The non-alcoholic beverage segment is changing, and it is possible to capture the consumption habits of the millennial.
Strategic position
In order to enhance the product’s strategic position, branding will be the main focus based on the idea of marketing to the niche market. Given that Lamar Rene' Inc is a non-alcoholic natural champagne drink it will be targeted towards those who do not wish to get drunk. The product is not only suitable for adults, but also minors and the family as a whole. At the same, the messaging will be aligned with consistent portraying the product as a non-alcohol alternative. The messaging begins with the labeling to distributors, marketing ads. This also extends to promising the customers that there will be no added artificial products including sweeteners or concentrates, and this is meant to maintain Lamar Rene' Inc’s quality.
Even as the company guarantees quality, the pricing strategies are necessary to marketing. Hence, Lamar Rene' Inc will be reasonably priced with marketing highlighting both high quality and pricing expectations about quality in turn influence the consumers perceptions about the brand. The consumers are also more loyal when they feel that they get value for their money based on pricing and quality of the product. It is expected that the company’s strategic position will eventually create solidify the firm’s reputation for producing high quality all natural, organic champagne made with fresh fruits.
Company’s distribution channels
Lamar Rene' Inc will rely on two distribution channels to improve visibility and sales of its product. This will include the wholesaler/ distributor and direct sales team as part of direct to end user. As the company expands there is a need for wider distribution through wholesalers, while the direct sales ...
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