buss599assignment 4
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BUSS599ASSNMENT3WorkDocument.docxRunning head: 21 ForEver
21 ForEver
Assignment 3: Assignment 3 Operation, Technology, and Management Plan with Financials
LaTina Hamm
Strayer University
BUS 599
Dr. Andrea Banto
Company Description and SWOT Analysis
21 ForEver was established to offer a healthy, all-natural organic beverage supplement. It is essential to want to remain youthful, as you get older, the need for more nutirients and a much more active life style for the older generation is what is most desired. Studies have proven the less active you become once your are older, the greater the need for a boost. 21 ForEver offers just that! It’s invention was because of the limited number of healthy beverages supplements available on the market. 21 ForEver beverages are organic, all-natural with with no pesticides, or artificial sweeteners, colors, or preservatives. 21 ForEver has become a household name with the introduction of "Very Berry" a new addition to 21 FoEver. The growth of 21 ForEver has resulted in this wonderful beverage being found in larger retail stores such as Whole Foods Groceries, Wegmans, and Walmart. The future for 21 ForEver will launch its new vegetable beverage drink line that will appeal to vegans.
Mission Statement
21 ForEver is a cost-effective NAB that is healthy and guarantees that you will live a much healthier life by incorporating this fantastic beverage which offers more vegetables compared to beverages in its class on the market today. 21 ForEver desires that consumers will choose 21 ForEver because we pride our ability to be an organic pesticide-free, all- natural product. Free of artificial colors, flavors, and sweeteners. 21 ForEver stands proudly behind its brand which helps to accomplish its mission
Trends in the Industry
· 21 ForEver will market via the Pop-Up Shop Trend, where you set temporary retail establisments.
· The desire to consume organic beverages have affected supermarket chains. Although organic beverages are generally high in comparison to sugary drinks, many consumers are switching to organic to promote a healthier lifestyle ("Top 10 Natural & Organic Food Trends for 2019,"n.d.) 21 ForEver has projections future growth rate:
· Have the products placed into the Fitness Centers and Gyms
across the states to facilitate the production process. This will be done by contracting farmers to be suppliers to 21 ForEver (Bogdanova et al., 2016).
Strategic Entry and Position
There is a gap in the current market for this non-alcoholic beverages. Consumers are very interested in fresh products that been organically produced with minimal or zero chemical processing (Marsden, 2018). This offers a very good entry point for 21 ForEver fresh beverage company into the market. Despite there being other producers and suppliers in the markets, it is very difficult for consumers to get realy fresh beverage. 21 ForEver will, therefore, set up shop in several strategic locations where demand for non-alcoholic products is quite high. 21 ForEver beverage will be sold both in small scale and large scale; retail and wholesale.
The fresh beverage produced by 21 ForEver is suitable for persons of all ages. Consumers of non-alcoholic beverages are mainly people between the ages of 25-40 years. This group of people largely comprises of professionals who pick some snacks and beverages during work breaks in their day to day work activities, (Easterby-Smith et al., 2015). 21 ForEver fresh beverage company will, therefore, establish outlets strategically in areas where there are many offices and workstations. Also, 21 ForEver will set up outlet stores from where orders will be received and processed before delivery is made.
Operations Plan
The production of this beverage will require 21 ForEver to acquire some useful equipment and also have a secure premise from where the production will be done. The premise must be strategically located near or within where the market is so that costs incurred to deliver goods to the market are maintained low, (Frese et al., 2016). Since it is quite expensive to acquire a permanent facility at the startup stage, 21 ForEver will rent a secure premise for its operations. This position must be strategically close to the market and very secure. Some of the equipment that 21 ForEver will purchase include:
|
Item |
Cost per unit ($) |
Units required |
Total cost ($) |
|
Plate heat exchanger |
120 |
4 |
480 |
|
Tubular heat exchanger |
50 |
4 |
200
|
|
Storage Unit (Coolers) |
250 |
1 |
250 |
|
Computers |
80 |
7 |
560 |
|
Bottling equipment |
70 |
5 |
350 |
|
Company vehicle |
300 |
5 |
1500 |
|
Beveragers |
45 |
10 |
450 |
21 ForEver will also acquire an automated sterilizer machine to handle the cleaning of all the equipment used in the production process. All company equipment will be cleaned after each day’s production has been finalized. The fruits will to be used in the production of beverage will be received from farmers on a daily basis. Each contracted farmer will supply the fruits on a particular day to avoid backlog of products in the stores, (Ahmad & Ahmad, 2017). Orders for the fresh beverage will mainly be received through email and company website. Processing of the order will be done from three different workstations depending on the proximity to the delivery point. Distribution of fresh beverage will be conducted by company sales agents who will also be tasked with sourcing for new orders.
Competition
There are several producers who supply fruit beverages to the markets currently. These suppliers would be the main competition for 21 ForEver. However, none of the current suppliers produce fresh fruit beverage that is not carbonated. This is despite the increased demand for non-alcoholic beverages that are organically produced and naturally preserved (Israeli & Avery, 2017). 21 ForEver fresh fruit will, therefore, be better placed since the beverage produced and supplied to the market will contain zero content of preservation agents.
21 ForEver fresh beverage company will engage in vigorous marketing to attract a large share of the market. This will be done through advertisements and promotions in the market place. Also, 21 ForEver will advertise on digital media platforms to increase the volume of persons captured within the shortest time possible. 21 ForEver will have active social media platform accounts, which will also be used for marketing and even sales activities. This will greatly increase 21 ForEver’s competitive advantage (Feldmann et al., 2017).
Technology Plan
21 ForEver will employ all the relevant technology that would boost production and enhance the quality of beverage produced. Most of the production equipment will be automated and will be constantly upgraded as the technology advances.
Management and Organization
21 Forever will be headed by a chief executive officer who will be subordinated by several department managers. There will be a supervisors to oversee the processes at each production stage. Also, 21 ForEver will employ several staff members to undertake various duties.
Management Hierarchy
The departmental heads will be in charge of Marketing, production, human resource, information, and customers. Each manager will be coordinate the processes in their respective departments. The managers will be answerable to the chief executive officer. The chief executive officer will be in charge of financial management and planning (Noe et al., 2017).
Ethics and Social Responsibility
21 ForEver will implement relevant policies to safeguard the welfare of all its employees. However, the employees must maintain good conduct and uphold ethical behavior (Spence, 2016). Also, all the processes undertaken will be guided by existing laws to ensure the social welfare of consumers is safeguarded. Relevant measures will be undertaken to ensure minimal environmental pollution by 21 ForEver. Therefore, all appliances and packaging material used must be environmentally friendly.
SWOT Analysis
|
Strengths · High nutritional content · Suitable for all ages · Organically produced fruits · Zero chemical content · Unique in the market |
Weaknesses · Low production capacity · Startup company · No defined market share · Undiversified products · Financial constraints |
|
Opportunities · High profitability · Online sales and marketing · Tailor-made and customized product · Highly demanded products
|
Threats · Market rivalry · Legal requirements · Unpredictable weather patterns
|
References
Ahmad, S. Z., & Ahmad, N. B. (2017). Just Fresh: fresh beverages from the desert!. Emerald Emerging Markets Case Studies, 7(2), 1-13.
Bogdanova, S. V., Kozel, I. V., Ermolina, L. V., & Litvinova, T. N. (2016). Management of small innovational enterprise under the conditions of global competition: possibilities and threats. European Research Studies, 19(2), 268.
Easterby-Smith, M., Thorpe, R., & Jackson, P. R. (2015). Management and business research. Sage.
Feldmann, S., Herzig, S. J., Kernschmidt, K., Wolfenstetter, T., Kammerl, D., Qamar, A., ... & Vogel-Heuser, B. (2015). Towards effective management of inconsistencies in model-based engineering of automated production systems. IFAC-PapersOnLine, 48(3), 916-923.
Frese, M., Hass, L., & Friedrich, C. (2016). Personal initiative training for small business owners. Journal of Business Venturing Insights, 5, 27-36.
Israeli, A., & Avery, J. (2017). Predicting Consumer Tastes with Big Data at Gap.
Marsden, T. (2018). Theorising food quality: some key issues in understanding its competitive production and regulation. In Qualities of food. Manchester University Press.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Spence, L. J. (2016). Small business social responsibility: Expanding core CSR theory. Business & Society, 55(1), 23-55.
