I need help with my Marketing assignment

1. Create your revised NAB company name and explain its significance.

The name of my company is Najelle Natural Juices. Mu middle name is Janelle, so Najelle is a play on that. After years of unhealthy eating and researching what it takes to be more healthy, I have discovered that the first thing we can change is the way we drink. There are so many empty calories and unhealthy sugars found in soft drinks and fruit juices that I wanted to create a healthy all natural juice where the calories counted towards our health and our daily nutritional goals. Drinking my calories was what aided in my weight gain. I wasn’t big on just drinking water, I like fruit juices and thought I was doing a good thing for my body by not drinking soft drinks. That was until I saw how many grams of sugar and carbs the fruit juices contained, they had more carbs than soft drinks. I was in shock and knew that there had to be a better way than to only be confined to drinking plain water. I chose Najelle Natural Juices as the name because I had to take care of myself first before I could take care of my loved ones and others. My health had to improve before I could help others improve their health. That is why I chose a part of me as the name of my company.

1. Develop your revised company’s Mission Statement and provide a rationale for its components.

My Mission Statement is: Najelle Natural Juices aims to create and provide the most organic, refreshing, healthy juices that will make your taste buds jump for joy. We are dedicated to making sure not only our consumers live healthier lives, but also our employees, investors, and purchasers to all be able to enjoy the fruit of our labor.

It’s important to make sure we all live healthier lives. In my mission statement I want us all to be healthy, for the company to flourish everyone involved in the company has to make Najelle Natural Juices a part of their everyday living to be examples to others and also to be a living, walking testimony to how great our juices are. Our health should be our top priority. There are so many ailments today and the majority of them can be prevented by our diets. I want my company to be a part of the preventive methods to help people live healthier lives.

1. 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.

Four trends that are happening now are: The growth of energy, water, and sports drink brands, the reworking of recipes, attempts to be authentic, and using smaller cans and bottles. The trend that closely relates to my beverage company is the growth of energy, water, and sports drink brands.

“Next year, Pepsi is launching products like an organic Gatorade, new Aquafina flavored waters, and healthy vending machines. At Coca-Cola, customers can expect the roll out of sparkling Minute Maid and sparkling Smartwater. In 2016, healthy beverages will take center stage, especially drinks that emphasize positive health benefits, instead of cutting calories, sugar, or sodium. (Businessisider.com)” All of the soft drink companies have been feeling the strain to make their beverages healthier for the consumers. They all will have some type of healthy beverage in their mix.

I have chosen Najelle Natural Juice for its health benefits. I don’t feel there is anything else on the market like it. Naked juices are full of sugars and carbs, they are just as bad as the regular fruit juices like Minute Maid. I have also chosen to go the naturally organic route because everything is healthier in its natural form. I don’t want my juice to have any pesticides in and all of the other chemicals that come along with the regular fruits and vegetables. Our goal is to keep the juice as organically natural as possible. Last but not least my juice will aid in the reduction of obesity in our country. I am an advocate for obesity among all people and especially our children. We as parents control what our children eat and drink, and it is our responsibility to provide them with the best nutrition possible.

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.

Customer Perception Factors will be the best strategic position for Najelle Natural juices. Because there are so many other beverages claiming to be natural and healthy, we will rely on the customer’s perception to take us to the top. Word of mouth and our consumers telling others how good our juices are will help our sales rise. We have to make sure our customers love our juices and keep them satisfied.

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.

With Najelle Natural juices the ultimate goal is to be in all of the major health food stores. Because of the organically natural ingredients the juice does not have a long shelf life. So with keeping that in mind we will be in health food stores and also high end health clubs where the consumers are more likely to purchase Najelle Fruit Juices. I will reach out to the health food stores to first see if they will allow me to set up a booth for their customers to sample the juice. After the receive reviews they will then give us a refrigerated section. We will come and shelf our juices every two days depending on the sales. When we see that we are selling out quicker we will then request more shelf space and still come every two days until we see that the need is there for us to come every day.

We chose the indirect method because of the consumer base we are seeking it will be impossible for us to directly serve each and every one of them. The ultimate goal after being in the health food stores will be to then get into the major grocery stores. Because of the foreseen growth the indirect method is best for Najelle.

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.

Competitive risks, Product risks, regulation risks dealing with product safety are the three main risks I believe my company will face. Everyone is becoming so health conscious as of late because of all of the health challenges that Americans are facing. With our company we are going to make sure all of our ducks are in a row and show the consumers how our juice is much healthier and tastier than all of the other competitors that are in the market right now.

Product risk is the next risk that we may face. We are striving to keep our sugars and carbs low in our juices however we also want to keep the juice as tasty as possible. We don’t want to compromise the naturally organic with overpowering it with sugars. We are just going to work hard at trying to keep it balanced so that the taste will draw consumers and the benefits will keep them customers.

The last risk we may face is are the regulation risks of product safety. It is going to be very important for us to keep the dates on the juices and for all of our distributors to follow those dates. Because we are not going to use all of the chemicals in our juices to keep them from spoiling, we have to make sure the time that the juice is bottled to the time it gets to the store is very short so that it will have the longest possible shelf life possible. We don’t want any of our consumers taking home spoiled juice and then getting sick because of it. We will make sure to follow all of the guidelines to make sure this never happens.

1. Develop a SWOT analysis for your NAB company using SWOT matrix worksheet in the course text (p. SWOT: Strengths / Weaknesses / Opportunities / Threats)

   Strengths Weaknesses

   Location and geography Lack of Competitive Strength

   Price, Value, and Quality Cash flow, start-up cash drain

   Patents High cost structure

   Reach, Distribution, and Awareness Timescales, deadlines, and pressures

   Experience, Knowledge, Data Weak brand name

   Management cover

   Opportunities Threats

   Niche target markets Shifts in consumer tastes

   Partnerships, agencies, distribution Sustainable financial backing

   Loosening of regulations Insurmountable weaknesses

   Technology development and innovation Competitor intentions

   Can’t get in Health food stores

Works Cited

Berry, T. (2016, August 11). What Is a SWOT Analysis? Retrieved April 25, 2017, from http://articles.bplans.com/how-to-perform-swot-analysis/

Business Risks. (n.d.). Retrieved April 25, 2017, from http://www.suntory.com/softdrink/ir/management/risk.html

(n.d.). Retrieved April 26, 2017, from http://study.com/academy/lesson/distribution-channels-in-marketing-definition-types-examples.html

Taylor, K. (2016, January 02). The 4 biggest ways American beverage consumption will change in 2016. Retrieved April 27, 2017, from http://www.businessinsider.com/4-big-beverage-industry-trends-in-2016-2015-12