assignment 3

Assignment 1

Company Description and SWOT Analysis

Priysha Kapoor

BUS 599- Strategic Management

Strayer University

Dr. Theresa Poussaint

October 17, 2019

Company Description

Mama Lassi is an Indian Beverage, offering the ultimate value to all Lassi lovers within the India market. Lassi is a traditional non-alcoholic beverage, popular in Indian markets and is made out of core ingredients that include yogurt, cream, spices, honey, and water. There are several ways to make the Lassi beverage to meet the particular consumer taste and preference for the drink. For example mango flavored Lassi; bhang flavored Lassi. Lassi, also has other names such as Lacchi and even Taak, has innumerable health benefits, including helping with food digestion, boosting the immune system, as well as strengthening the bones, and preventing against stomach bloats (Abrams, 2014). Lacchi is also a good source for probiotics that help with digestion and is a safer and healthier beverage for all categories of beverage consumers.

Mission Statement

The suitable mission statement for Mama Lassi would read; "positively enhancing the quality of life for people in India." The mission is ideal for conveying the health value that comes with the drink and positively encourages people to go for the drink for its medicinal purpose (Thamir & Poulis, 2015).

Trends

In modern-day, the non-alcoholic beverage(NAB) industry operates in a turbulent market with an invigorated level of brand competitiveness. Essentially, the industry is gathered with many players; all who seek to compete on minimal aspects of product or service differentiation. Whereas branding remains the dominant aspect of competition and the need to focus on the health risks these beverages pose to consumers is increasingly gaining attention in the market (Thamir & Poulis, 2015). This is one area that Mama Lassi specializes in to ensure that organic food components are used in preparing the beverages. Maintaining hygiene is also important to assure the consumer of the sanitized conditions in which the beverages are prepared and served.

Strategic Position

Considering the health benefits and the medicinal value that comes with the Lassi beverage, it means that it will be better positioned to serve the general market in India, specifically, all the different classes of young and elderly individuals. The Mama Lassi brand will position itself based on the value offering the product has to the market,(Thamir & Poulis, 2015).

An advantageous point for sourcing and selling its benefit to the Indian market would be on its enriched nutrients derived from organic inputs, and the sanitized or hygienic conditions that are particular for the Mama Lassi brand. Towards helping it position itself it has in place a specialized team of dieticians and chefs to help inspire the beverage giving it a finer touch. Mama Lassi will be committed towards serving the needs of consumers who are consistently in need of healthy beverage alternatives (Abrams, 2014). As a strategy to seek growth future the company will engage in researching other healthy weight-loss meals and even the snacks to supplement the brand beverage. Also, it will provide for the drive-through and the ready-to-go beverage kit. It is likely that Mama Lassi will encounter stiff competition, but will have the advantage of changing to an adaptable model for conducting business operation.

Distribution Channel

The Mama Lassi will deploy a transparent and direct distribution channel. The distribution will rather commence from the point of beverage manufacturing, and end up in the retail outlets within different regions in India. Such fulfillment will help the entity not to incur storage and shipment costs with a JIT production criterion. The product to be distributed will be packaged in a ready-to-go temperature controlled packing systems, with all deliveries fulfilled within 24 hours after an order is placed with the company whether online or through telephone number (Thamir & Poulis, 2015). As a startup in the region, it is unwise to rely on the middlemen effort to push for the product into the market because the price hike is likely for the final commodity reaching the consumer and is a problem the company will be seeking to avoid. The product will equally be packaged and sold in convenience stores and supermarkets, as well as in the gym, kiosks, restaurants, and the pubs/ clubs across India. The challenge for Mama LAsi; however, will be the need to remain productive even as it focuses on improving the quality of its production/ output to the market (Abrams, 2014). Having an efficient and transparent supply chain is on the top of priority for Mama Lassi and as such will seek to have a team of professional staff stationed within the production facility, as well as for its online and offline platform to ensure all customers are served promptly. Also, wide and well-equipped delivery truck with controlled temperature systems to assure freshness with every delivery.

Risks

Some of the risks that the startup could likely encounter include financial risks because it will need capital to fulfill market and production efforts. Hence, it is vital that it continues to scale its operations as it looks forward to expanding in the market and competes against other established brands. Another risk production risks a little player, and unlikely to obtain services of and even incur run out costs for raw inputs of production where suppliers favor more established brands (Thamir & Poulis, 2015). Also, the business may encounter regulatory and marketing risks following severe regulation of the food and beverage market within the country by the FSSAI (Food Safety and Standard Authority of India), and the need for relationship building in promoting sales. Finally, Mama Lassi would also suffer from competitive risks, where as a newly formed business it will encounter the huddle of succeeding in a rather saturated market. Nonetheless, there are still some other few niches that still remain un-served such as the disabled and those driving through from work. Hence, there is still a gap in the market that the entity can focus its competition tactics by doing deliveries and having front office shops, to help to tap into the target market and leverage its brand reputation in the market (Abrams, 2014; Thamir & Poulis, 2015).

SWOT Analysis

Strengths · The beverage comes in different flavors to meet the needs of the general beverage consumers · Lassi is made out of organic produce and is a healthy supplement in the beverage market · Lassi appeals to all types of consumers, both young and elderly consumers and categorizes as a household consumable good.	Weaknesses · The beverage has several other substitute in the market · Lassi is a rather highly elastic commodity in the beverage market
Opportunities · The need to grow health awareness in the market · Impact of the globalization · The variety of flavors · The enterprise can collaboration with hotels and achieve health awareness campaigns using several channels · The use and reliance on social media for marketing would be effective as a marketing tool · The forgotten niches including of the disabled.	Threats · There are intensified competition in the beverage market · The threat of new market entrants/ entrants · High regulatory requirement

Strengths: The beverage comes in different flavors to attract more customers. Few flavors that will be offered are Mango Lassi, Sweet lassi, and salt lassi. Besides of different flavors, Lassi is made of organic produce, which is healthy supplement and will attract clients who are health conscious.

Weaknesses: Though Lassi is a healthy drink, there are other healthy drinks in the market as well that clients can prefer. In the beginning not many people will know about the product.

Opportunities: In 21st century people are very health conscious, hence lassi will reach out many consumers. In fact Mama Lassi can open their franchises in gyms besides collaboration with hotels. When people go to gyms for workouts they can have Lassi for a healthy snack and feeling full.

Threats: Just like any other company Mama Lassi can face few threats. Biggest threat will be meeting the health regulations. If the kitchen or our products are not clean, the risk of Mama Lassi being closed is very high.

Mama Lassi will have to make sure to keep their variety, in order to reach out to variety consumers in order to keep up with their competitors as well. Otherwise, the competitors can win over and Mama Lassi will close down

References

Abrams, R. (2014). Successful business plan: Secrets & strategies (6th ed.). Palo Alto, CA: PlanningShop

Thamir, A. & Poulis, E. (2015, June). Business intelligence capabilities and implementation strategies. Retrieved from https://docplayer.net/5344797-Business-intelligence-capabilities-and-implementation-strategies.html.