SWOT ANALYSIS

“Company Description and Mission Statement"

Throughout this course, you will develop a series of written papers and projects that you will later combine into a complete business plan for a Non-Alcoholic Beverage (NAB) company. 

You will use this information in Assignment 1 - Questions 1 and 2. 

For this week's discussion, please respond to the following:

1. Create your Non-Alcoholic Beverage company name and explain the significance of the name. 

2. Describe the beverage you will produce (key ingredients and any flavors you will offer). 

3. Develop your company's Mission Statement.

Notes: 

· Use headings for each section. 

· Use quotation marks for the mission statement. 

· You will use this information in Assignment 1 - Questions 1 and 2. 

· Check out Chapter 5: Company Description to read more. 

· To help you get started see the example

· 1.     Company name

· Choose a name that is unique, easy to remember, and it is representative for the non-alcoholic beverage you are focusing on or has a specific meaning. You will also explain the significance of the chosen name (what does it mean)

· 2.     Product

· Your product must be a non-alcoholic beverage (water, energy drink, soda, tea, smoothie, etc.) just make sure you are bringing something new to the market and something that fills a gap in the current product offerings. You will clarify what your product is, the key ingredients, and how many flavors you will offer.

· 3.     Mission statement

· The mission statement should be a cohesive statement, clarifying who you are, what you do (what needs are you fulfilling) and why you are in business (purpose). It should not exceed 3 sentences and must be in quotation marks. See the attached example- Mission statement for Trader Joe’s Grocery store. In Assignment 1 you will also explain the components of your mission.

Company Name

One of the companies which is vast enough to generate both primary and secondary resources of research is the Madrid Courtesy Company. I have chosen this name because of the term Madrid which not only signifies a lot when it comes to one of my favorite football teams, that is, Real Madrid, but also the drinks here are real and rather gallantry. The name, Madrid Courtesy Company, dwelt on me when Real Madrid Football Club won three championship titles three times in a row. That left most people in awe, and being a number one fan, I thought, why not come up with something as magnificent?

Some of the ingredients used in Madrid Courtesy Company include: antioxidants, ascorbic acid, steviol glycosides for sweetening, potassium preservatives, guar gum, lemon juice and most importantly, natural flavors. Some of these ingredients, concentrated lemon juice, for instance, acts not only as a detoxifying but also as a digestive agent (Ichimura, et.al, 2017). These ingredients also aid in facilitating cleaning of the liver hence improving our health. Potassium preservatives have also been used for over five decades now. This means that our products are well researched and very healthy.

Product

Madrid Courtesy Company is a multinational non-alcoholic company, marketer, retailer and a manufacturer of drinks as well as concentrates of nonalcoholic beverages. Being a startup company, we have started with waters with different flavors. These include:

1. Peach Fizz

1. Crisp Apple

In addition, flavored water is in many times promoted to be a healthier alternative to different kinds of sodas. We offer these two types of flavored water to high end clients, especially tourists who go around the city viewing diverse sceneries.

In the beverage industry, one of Madrid Courtesy Company primary competitors is PEP, that is, PepsiCo. One of the main reasons for the stiff competition between these two is that both corporations have exceptional sales and marketing guidelines and are somewhat strong in their distribution strategies.

Their consumer requirements are most essential and the company listens to their needs. Some of these requirements include:

1. Offering sensational tastes and experiences to complement the needs of customers.

1. Madrid Courtesy Company facilitates new habits for our clients. That is, with the flavors of water we offer, we ensure that you make it your priority to partake in these highly nutritious waters.

1. The company, whose headquarters is in Madrid, ensures a constant supply of fresh water especially to the tourists in the city who may need a cold drink while touring the area.

1. As mentioned above, the quality of the products by Madrid Courtesy Company is second to none.

Mission Statement

The mission statement is, “to provide pure, healthy and enhanced water at an affordable cost to any customer at any level. We express attention to excellence in customer service by providing quick and effective solutions while providing our customers with the highest quality products.”

We take our customer reviews seriously and all constructive criticism positively and adjust where necessary. For instance, there has been a high demand for sodas with no sugars, so Madrid Courtesy Company came up with “Madrid Nil.”

References

Ichimura, A., Miyao, Y., & Senga, Y. (2017). U.S. Patent Application No. 15/536,372.

Professor Response

Thank you for posting and good concept. It seems that you are referring to an existing company. For the purpose of this business plan, you must focus on a company you create and a unique product you develop. Can you please clarify? Also, the mission statement is good, but maybe you should make it more specific to your company.

My Response 

This company does not already exist. Can you give me an example of making the mission more specific to the company? My mission statement talked about healthy drinking products. My ingredients talked about not only detoxifying but also as a digestive agent. They would also aid in facilitating the cleaning of the liver.

Professor Response

Thank you for your questions. For the purpose of this business plan, I would suggest focusing on one type of beverage and then clarify the flavors you will offer. 

You mentioned the following:

i. Still and sparkling beverages like waters.

ii. Enhanced waters – Juice drinks.

iii. Ready to drink coffees and teas.

iv. Sports and energy drinks.

Since you are a startup, it would be difficult to offer all of them. Choose one or two and include that type of beverage in the mission statement. You will need to define the target market. You cannot offer everything to everyone. Focus on the people who would be more likely to purchase your product. Include the core values in your mission (what you believe in).