Using the Non-Alcoholic beverage (NAB) Portfolio 2019 and Assignment 1_Chapter Pages as references, write a 5-page paper (see Example_Assignment 1—1 cover page, 3 pages of content and 1 reference page—do not exceed the page length) in which you do the following:
- Create your revised NAB company name and explain the name’s significance to you. Describe a NAB that you would produce and sell.
- Specification for this NAB: Coffee is the main NAB and the paper should focus on the coffee industry.
- Specification for this NAB: This store should specialize in selling coffee, but will also include a selection of specialty teas, as well as a variety of breakfast pastries.
- Specification for this NAB: This store will be located near a college/university (i.e. students and teachers are the target customers for the coffee mainly; however providing the assortment of specialty teas offers a variety for the non-coffee patrons).
- Develop your revised company’s mission statement and provide a rationale for its components.
- Hints: Use the Statement of Mission template on pages 72–73 of the course textbook, Successful Business Plan, to aid your development.
- Extract 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.
- 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 and recent data.
- Choose one 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 directly to consumers, for example, online via a monthly subscription, how will you manage warehousing/fulfillment/shipping?
- Outline at least three 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, and 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:
- Cite the resources you have used to complete the exercise. The course textbook must be used at least once as a resource. Resources should be no older than 10 years (i.e. no earlier than 2009).
- Note: There is no minimum requirement for the number of resources used in the exercise.
- The paper must be typed, double-spaced, using Times New Roman font (size 12), with 1-inch margins on all sides; references must follow APA.
- 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.
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