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SWOT / Business Plan Analysis
Revised NAB Company Name and Its Significance: POWER DRINKS Company
The organization provides itself with a wide variety of healthy and energy boosting drinks that other beverage sellers do not supply. The non-alcoholic beverages provided can fit any occasions including tea parties, dinners among others.
Revised Company Mission Statement and the Rationale
The company’s mission is to make the lives of consumers better as one of the largest and most preferred group of companies through maintaining exceptional products consumer-centric, regular upgrading and innovation to attain the best quality. We always review the need gap of the global consumer base and strive to meet those needs by integrating the best innovation and technological system to deliver the most satisfying beverages. The firm’s approach to non-alcoholic beverages is an open system
Trend in Non-Alcoholic Beverages Industry For Specific Categories Chosen
One of the major trends in buying the firm’s drinks relates to customers who are becoming more and more discerning regarding ethical decision making while buying the drinks. Following recent food scandals, consumers are becoming more informed on the provenance of the foods they consume. Therefore, it is imperative to review the company’s supply chain. Customers are more interested to know where products like coffee come from. Provenance directly contributes to quality and ethics as well.
Over the last ten years, soft selling has taken off in the beverages market.

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As put by Mintel research, most consumers who bought soft drinks in the current on-trade regards them as inferior quality, and that a few get satisfied with the variety provided. Recently, we introduced Monetizing Mocktails to widen the choice for pre-dinner drinks. To achieve this objective, the marketing department developed a set of tasting notes for the company’s full range of non-alcoholic beverages (Bloodgood 37). Functional beverages have also become part of the current trend in the industry. Non-alcoholic beverages provide such functions as boosting the immune system or raising energy among many users. The firm’s choice of a functional beverage is “Koji”.
Justification reasons for the choice
The reasons for the above choices are the growing demands for cocoa among major countries such UK and Ireland. As one of the operators, we need to take advantage of the ever rising demand for establishing an extensive non-alcoholic menu that entails a premium tasting. Koji is widely being recognized as a healthy drink for all groups of people. The dynamics suggest a promising future for the industry through brand differentiation. The company realized the need to stock a wide variety of beverages (such as Monetizing Mocktails) for customers’ choice of variety.
The Best Strategic Position
The firm’s strategic position will be achieved through an inclusive execution of a marketing strategy. The overall marketing strategy will focus on creating an image delivering high-quality beverages in town. The outlets will be positioned in the high traffic points of the city. Distribution of the products will be done through the business facility only. It is projected that the consumption of particular products may go down in future.
Best Approach to Implement This Approach
Methods adopted to reach customers include advertising through newspapers, fliers and grand opening ceremonies. A unique marketing program will be applied through offering special coupon prices in the surrounding motels, restaurants, donut shops and city pools. Customers who purchase any product the firm’s outlets are eligible for the offers.
An Overview Of Company’s Distribution Channel And Its Rationale
The organization works closely with a team of beverage distribution experts to introduce the company’s brands to the market. The rationale behind the choice of distribution experts is because some of the brands are not common in the market and because of that the need for an organized approach to ensuring the best plan to avail the product to customers. Some of the considerations for the selection of distribution channels include the dynamics in the industry that requires technical approach in promotion and marketing. The company’s variety requires that the right retail channel be adopted. Selling drinks such as fresh juice, energy drinks, health drinks or coconut water should follow an appropriate channel. Low-cost beverages require a different selling channel (Kesavan, Elanchezhian and Ramnath 213)
At Least Three Risks and Mitigation Methods
The most likely risk in this industry is uncertainty considering the industry dynamics that may render the firm’s products as low quality, inferior or less cost competitive. The intent of the firm, therefore, relates to using the company’s three iconic brands for sales to grow faster as the market and counter other competitors in the industry. The firm’s mitigation strategy means delivering the best and quality products at the most competitive prices. The most effective method of attaining a large portion of the market niche is product differentiation (Bevindustry.com). Another risk that the company may encounter is stagnant growth that would mean lack of a competitive edge, inefficiency and incompetence in the execution of business processes. To ensure a competitive edge, the company plans to create a more nimble, unleash the skills and creativity as well as establishing a less layered organization (Bevindustry.com). Incentive plans will reconfigure to reform the alignment between the shareholders’ interest and employees.
As new ways of introducing the beverage supply chain, new skills become important, and this may imply the need for constant training for the employee. Swift changes in technology may lead to staff incompetence and thus affect company’s efficiency. To redefine efficiency, the company may consider making a prior investment in people, marketing and innovation. Several tools that may aid in this mitigation include supply chain simplification, strategic outsourcing and external benchmarking. These strategies may reinforce current methods and aid to company towards long-term success (Bloodgood 39)
SWOT analysis
Strengths
Dynamic beverage segment
Differentiated beverage products
Potential market niche
Innovative workforce Weakness
Entrenched industry
Relatively less unifies management
Opportunities
Developing non-alcoholic beverage culture
More demand for beverages than supply
Emerging potential markets
Threats
Competitive price setting by rivals
Offshoring and outsourcing threats
Changing cultural preference for particular brands
Works Cited
Bevindustry.com. (2014). Agave supply crisis and mitigation strategies for tequila distillers. Retrieved 22 July 2015, from http://www.bevindustry.com/articles/87318-agave-supply-crisis-and-mitigation-strategies-for-tequila-distillers
Bloodgood, J. (2007). The business planning process: maintaining strategic fit. Strat. Change, 16(1-2), 33-41. doi:10.1002/jsc.781
Boostmyproduct.com. (2015). Beverage Sales and Distribution: How to sell your new beverage to retailers. Retrieved 22 July 2015, from http://www.boostmyproduct.com/
Kesavan, R., Elanchezhian, C., & Ramnath, B. (2009). Process planning and cost estimation. New Delhi: New Age International Ltd.

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