Bus 599 (2) Phyllis young

Company Description and SWOT Analysis

Raymond J Aikins-Kouakou

Professor Daniel Goldsmith

Strategic Management BUS-599

7/27/2017

Create your revised NAB company name and explain its significance:

The name of My NAB Company is Maria Gardas. The name is showing the brightness and emotion that are attached to the brand. The NAB Maria Gardas aim is to promote the family sitting, healthy and enjoyable drinking among the society, family and friends. In addition, the benefit of this product is that it allows the consumers who drink it to continue their daily and normal activities without any harm or threat associated with drinking alcoholic beverage. The name is also a symbol of happy feeling for those who experience this product but to me, personally, it is the symbol of the feelings that I have for my wife who is about family and healthy food habits. She is also originally from France, the country of wines. The NAB must be associated with the joyful, celebratory and happy moments. The non-alcoholic beverage is a source to extend the happiness among the society through friendlier, happier, neighborhoods and healthier family’s. The importance of the NAB is for the individuals who love wines but do no longer want to have alcohol in it. The company will produce both type of wine, red and white, with many different other flavors. The aim of our company is to target the restaurants, bars, lounges and clubs, where adults do not want to indulge in alcoholic beverage. The consumers will be able to appreciate the taste of fine wines instead of the regular non-alcoholic beverages.

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

Maria Gardas is a creative NAB company supporting and encouraging the healthy lifestyle by providing the healthy mixture or drinks produced from the farm and fresh ingredients. The mission of our company is “to improve the diets through producing beverages of different flavors; made of healthy ingredients such as juices, fresh fruits, vegetables, and fresh milk”. The slogan of our products is “To drink, love and live every day in a happy world”. The products of Maria Gardas are packed according to the rules of a balanced diet. Our company uses produces from the local farmers to support, promote and appreciate the local growers. Maria Gardas products are a mixture of local ingredients that are mix together to make creative products. The goal of our company is to make our annual profit with moderate growth.

Half of our operations are conducted at many local and farmers markets in the DMV area. Regarding the rest of industry, our company goals are in moderate growth in the tri-state area and we are gradually expanding our business all over the eastern seaboard.

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.

There are three reason that why we choose the NAB industry: first, our focus is to promote healthy life among the citizens so, they are hale and hearty. Second, they can be substituted as a snack or meal. Third, they are portable, quick and simple to make for by any wine’s lover. The Maria Gardas products are very easy and anyone can make them if they are using the right ingredients and tools.

The preferences of today’s consumers are different from the past. Today’s costumers are focused on health. They want healthier nutrition, ease, and variety in their beverages. The fruit juice and sugary soda beverages will persist to forfeit the shelf space; these beverages are being formulated by fewer and simple ingredients, as well as fewer calories intake from the sugar.

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.

The main objective of Maria Gardas is to promote the products of the company across the eastern seaboard. To achieve this objective, we formulated a strategic position. The aim of this strategic position is to emphasize:

• Dietician directed, Chef inspired and created the selection of menu.

• Products are made using local ingredients to support the local formers

• Individual, specialized selections and options, SWOT analysis and Company description

Maria Gardas strategic position is based on assessing the following elements or factors:

• Company target market

• Industry trends

• Product environment

• Our strengths

Our target market are restaurants, bars, lounges and clubs where adults no longer want to indulge alcohol while drinking wines. Our targets are growing very strong and are looking for creative drinking and beverages.

The competition in the DMV area and in eastern seaboard is very high. As of right now, none of our competitors made the company drive through options or to get benefit from any new opportunity to complete the need of our target market. There are many other companies like Maria Gardas and we are facing a strong competition.

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.

A company with strong distribution channel has a high chance to grow. The plan of Maria Gardas is to use direct distribution channel to ensure timely product availability for the customers. The products of Maria Gardas are manufactured directly in store; therefore, there is nothing to store and ship anywhere. The distributed products of Maria Gardas are beverages with different flavors. The consumers can choose to order in-person or online, which is managed by product development facility.

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:

There are many types of risk that Maria Gardas Company faces; one major risk is a regulatory risk. Compliance beverage risk is associated to Drug and Food Administration Standard. It is the duty of the company to ensure that it is meeting the regulatory standard. Another risk is the disclosure risk. It is the responsibility of all business to reveal its sustainability reports and financial statements to the public. If it will not disclose them, the risk of misused information is high. One more risk is the competitive risk. The competition in this area is very high. There is no saturation in this area. This risk can be mitigated by adopting a new strategy.

Develop a SWOT analysis for your NAB Company using the SWOT matrix worksheet in the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats):

Juices are the strong part of beverage category (Statistics, 2015). The market value was about $23 billion in 2013, based on the generated revenue (statistics, 2015). The SWOT analysis of our NAB Company is:

References:

Abrams, R. (2014). Successful Business Plan Secrets and Strategies (6th ed.). Palo Alto,

California: PlanningShop.

Statistics and facts on the juice and smoothie market in the U.S. (2015) Retrieved from

http://www.statista.com/topics/1896/juice-and-smoothie-market/