Company Description And SWOT Analysis
A non-alcoholic beverage firm called Refresh firm is based in the USA. The Refresh Company manufactures diverse goods, including pure drinking water with vitamins, fruit juices, non-alcoholic beverages, and flavored waters. More than 500 workers will be employed by the business, mainly in its administrative offices and warehouse.
The goal of Refresh Company is to dominate the non-alcoholic industry as the primary manufacturer and distributor of non-alcoholic beverages in the US. The refresh makes an effort to start its production with various non-alcoholic drinks. Fruit juice drinks, waters with added vitamins, ready-to-drink energy drinks, and sports drinks will all be available. Within the first five to seven years of operation, the company will introduce its unique brand trademark and become the most recognizable beverage company in the United States.
Refresh Company will create distinctive, eco-friendly beverage containers approved by bottling businesses to increase profitability. Refresh Bottling Partners, the name of this organization, will provide options for the market to generate the final beverage bottling product. Refresh will sell its products through multiple channels, including restaurants and convenience stores. Refresh will also produce juice drinks that can be rebranded and distributed to different retailers and wholesalers in the United States, as well as finished bottling products that can be sold separately or in combination with similar water products. As Refresh Company employs expertise and resources to ensure successful branding in the market, it will maintain total control over the bottling installations.
Company Mission Statement for RefreshmentsThe “Refresh Company” makes savory beverages and offers exceptional non-alcoholic beverage experiences, front-line customer service, and ecologically sustainable bottling methods.
The Refresh Company’s mission statement focuses on all the key areas, which include customers, bottlers, suppliers, partners, and the environment. We will be able to maximize revenues if we put the consumer first. In a work atmosphere driven by teamwork, the partners receive value-added cohesiveness. By promoting economic and environmental growth, the purpose also emphasizes society.
In order to inspire strong teamwork and foster business knowledge, we will also focus on the company culture of our clients. Additionally, an appealing system of overall value will be designed for bottling partners. The mission statement most crucially focuses on a group of devoted customers by offering enjoyable non-alcoholic beverage brands. By funding and promoting sustainable communities, the corporation demonstrates its commitment to the economic growth of the environment (Barney, 2015). In order to evaluate performance, the organization will analyze its objectives and goals and set targets for responsibility.
Strengths of SWOT Analysis
Brand Recognition: The Refresh Company is on the verge of becoming one of the most well-known brands in the world. In this industry, there are two significant participants. The Refresh Company is poised to dominate the market and take the lead through increased brand recognition. As many consumers who consider themselves aficionados of the beverage manufacturer’s products have a tendency not to switch to other brands, the beverage producer will likewise amass a core group of customers. The company’s substantial financial resources should also support its significant marketing initiatives and more excellent product innovation, which should spur long-term market-share growth.
Strong Distribution Network: Refresh company’s vast distribution network allows it to sell its products to people in more than 30 states. This is the only corporation that can use independent bottlers, wholesalers, and retailers in addition to corporate-owned or controlled distributors. With the help of this system, the business is able to effectively control costs, launch new products into the market on schedule, and dominate several geographical areas. Additionally, its evocative network enables a higher degree of product safety and quality control. As the business sought to reach out to new customers in remote areas, the solid distribution infrastructure was advantageous for growth (Johnson & Peppas, 2016). Throughout a critical period, these several enterprises have helped with market presence, volumes, deliveries, and product introductions.
Water management: A significant portion of the company’s products contain water. It is necessary for the company’s primary manufacturing procedures as well as for the production of the agricultural ingredients on which the enterprise depends. The sustainability of the communities that Refresh Company serves also depends on this resource. In many regions of the world, water is a scarce resource that faces unprecedented problems from overexploitation as well as expanding consumer and industrial product demand for food and other goods whose manufacturing processes require water. These occurrences raise the danger of pollution, inadequate management, and climate change implications. The overall quality of the water sources that are currently available may very well decline noticeably as global water demand rises and supplies become more scarce. This could force the Refreshment Company system to incur higher costs or experience capacity issues that could eventually harm its profitability or net operating revenues.
Diversification: The Company has been working hard to establish a foothold in quickly expanding beverage categories while making use of its sizable war chest. To increase profitability, the business intends to enter into collaborative ventures. All things considered, we believe these moves will immediately improve the top and bottom lines. These collaborative ventures also give well-known refreshment companies access to a broader customer base. The Refreshment Company will likely want to establish further connections with the coffee, energy, and health drink industries in the future.
Extended Reach: The population is still growing steadily. Refreshment has concentrated on strengthening a number of its business areas in order to take advantage of this fact and consumers’ shift towards healthier lifestyles. In the long run, Refreshment will remain committed to varying its portfolio and supplying new regions with alternative beverage staples.
It is no secret that several manufacturers of soft drinks have been struggling recently. Many people now prefer nutritious drinks, smoothies, and other healthy beverage options as a result of a societal trend towards natural and organic goods. As a result, consumers are less interested in mainstream soda options with high sugar content or diet drinks with artificial sweeteners. Additionally, this tendency does not appear to be going away as consumers continue to increase their understanding of healthy eating habits and exercise regimens. Furthermore, given that these items increase people’s risk of being obese, having diabetes, and developing heart disease, many health specialists have urged for the elimination of meals and beverages with exorbitant sugar levels. Additionally, a wrong impression of these drinks has grown as a result of government regulators’ intention to impose excessive taxes on sodas and other sugary soft drinks.
Although Refreshment does not directly compete with firms like Starbucks and Dunkin’ Brands Group, their operations hurt the company’s market share. The chains provide clients with new choices, healthier alternatives, and loyalty perks that Refreshment needs to match. Furthermore, less significant licenses and retail chains provide clients with private-label alternatives to conventional Refreshment items, enabling these companies to deliver beverages at a lesser cost. According to market research, consumers will likely continue to gravitate toward personalized drink options that offer a more excellent nutritional value (Rothaermel, 2015).
Although the Refreshment Company faces many obstacles, it has much potential for the future. It is well-positioned to benefit from worthwhile acquisition candidates thanks to its size, leverage, and financial resources. Furthermore, the business will undoubtedly continue to be a top-tier beverage supplier in the future thanks to its strong brand recognition and cult-like following. Due to Refreshment’s extensive distribution network, future volume growth and success in developing countries should be possible. In conclusion, cautious investors seeking a steady income stream and some exposure to capital gains may wish to look at The Refreshment Company.
Barney, J. B. (2015). Looking inside for competitive advantage. The Academy of Management Executive, 9(4), 49-61.
Johnson, V., & Peppas, S. C. (2016). Crisis management in Belgium: the case of Coca-Cola. Corporate Communications: an international journal, 8(1), 18-22.
Rothaermel, F. T. (2015). Strategic management. New York, NY: McGraw-Hill
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The specific requirements for this assignment are to write a 3-5 page paper in which you:
Describe the product or service on which the company focuses, including its name and significance.
Revise the company’s mission statement based on feedback received in the Week 1 discussion thread, including the rationale for each component of the mission statement.
Place the mission statement within quotation marks.
Use the Mission Statement Worksheet on pages 72-73 of your textbook as a guide.
Describe the trends in your specific industry, focusing on your particular type of product or service.
Research and outline industry trends. Be sure to consider the size and growth rate for the overall industry and for the specific product or service on which you are focusing.
Search the Strayer Library, industry associations, and reliable websites for recent data.
Select the strategic position from the course textbook (pages 146-147) that you believe is the best one for your chosen company and explain how you will implement it to distinguish your product or service from the competition.
Consult Chapter 9, “Strategic Position & Risk Assessment,” of your textbook for help in crafting this portion of your business plan.
Describe the company’s distribution channels and provide the rationale for your selection.
Sample questions to ask when choosing distribution channels:
Will you sell your product in grocery stores, restaurants, or sports venues?
Will you sell your product online or as a subscription?
Where will the service be offered?
Revise your selected company’s SWOT matrix based on feedback from the Week 2 discussion thread and summarize the key learnings from your matrix.
Be sure to use the SWOT Matrix [DOCX] Download SWOT Matrix [DOCX](table) when revising your SWOT matrix.
Format your assignment according to these requirements:
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.
Typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides. You may single-space the information included in the SWOT Matrix.
You must include headings in your paper for each major topic.
Include a cover page containing the assignment title, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
Include a source list page. Citations and references must follow the Strayer Writing Standards format. All sources used must be listed on the source list page and have a corresponding in-text citation. The source list page is not included in the required page length.
Note: There is no minimum requirement for the number of resources used in this assignment.
The specific course learning outcome associated with this assignment is:
Develop a company overview and SWOT analysis that include trends, strategic positioning, distribution channels, and risks.
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