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Nikeva Clark
Strayer University
6/4/2018
ABC Company
ABC Company is a small organization situated in Boston, Massachusetts which produces caffeinated drinks made from natural ingredients with no added caffeine or sugar.
The company hopes to take advantage of the unfaltering interest for non-alcoholic drinks to offer a high-quality taste that will encourage many customers to buy our drinks.
The mission of the company is to establish a unique brand by offering the best taste for caffeinated drinks in the market, thereby attracting more customers as well as winning their loyalty and trust (Gartner, 2015).
Organizational Structure
The company will be headed by a general manager who will be charged with the responsibility of overseeing the day-to-day operations of the company.
Next will be the head of departments who will supervise employees in various organizational divisions including production, marketing, human resource, R$D, and Finance. Heads of departments will report to the general manager.
To create a positive culture, the company will establish both upward and downward communication to ensure that the employees are able to express their grievances as well as share ideas.
Marketing Strategy
The company particularly targets residents of the Boston, Massachusetts which has more females than males according to the census conducted in 2010 (Stevenson & Jarillo, 2010). The firm will mostly focus on youths and professionals situated in different learning institutions in the region.
To market the brand among the locals, the company will hire salespersons who will sell the brand by giving samples at special occasions such as sports events.
The brand would be distinguished as a non-alcoholic refreshment with healthy advantages such as vitamins and energy components as well as natural ingredients and, therefore, suitable for all people including children.
Competitive Advantage
The key advantage of the firm is that it will offer a drink that is safe for all people. The product is also suitable for people with medical problems such as diabetes because it is made with natural ingredients and does not have added sugar or caffeine.
Another advantage is that soft drinks are the most demanded beverages in the United States.
In the recent years, many Americans have become sensitive to their fitness and health, and prefer to consume products with little or no sugar. Therefore, ABC’s products have an advantage over other CSDs such as Coke and Pepsi that have excess sugar.
Strategic Position
ABC Company will position itself as a quality brand offering high-quality caffeinated drinks to the customers.
To achieve this objective, the company will constitute a R$D team that will conduct extensive research to determine needs and preferences and recommend ways through which the firm can best satisfy those needs.
The firm will also ensure that the products are manufactured from natural and organic ingredients produced without the use of any toxic or chemical products.
Distribution Channels
The major retail channels for the company will include supermarkets, mass merchandisers, convenience stores, vending machines, and gas stations.
Supermarkets will account for the largest retailer while drug chains and grocery stores will account for the lowest categories.
The firm will also focus its sales on fountain outlets such as cafeterias and restaurants as well as retail outlets.
Types of Risks
Some of the risks facing the company include: market, product, and competitive risk
For the market risk, the customers may not be ready for the product especially because it is so unique.
About the product risk, the competitors may copy the product if it is widely accepted in the market.
The firm also faces competitive risk from other experienced companies as well as large corporations such as Coke and Pepsi that produce famous soft drinks.
SWOT Analysis
The strengths of the company include a committed and talented workforce., a wide household market, low production cost, and a substantial number of value and sound drink alternatives.
Weaknesses include lack of an expansive and productive distribution system and lack of adequate experience in the market compared to the competitors.
Opportunities: Many Americans today prefer healthy products free of sugar.
Threats: Strong competitors; imitation of the company's products.
Competition
The main competitors of the company include large corporations such as Coke and Pepsi who manufacture carbonated soft drinks that are widely accepted around the world.
The firm also faces stiff competition from other alternatives to carbonated soft drinks such as juices, bottled water, sports drinks, milk, tea, beer, wine, coffee, distilled spirits, and milk.
Business Location
The company is situated in a strategic place where it can easily be accessed by the customers as well as suppliers and distributors.
Among the facilities of the firm is an office that is operational from 8:00 am to 5:00 pm from Monday to Friday and 8:00 am to 2:00 pm on Saturdays
The facilities of the company are spacious for accommodating equipment and blending machinery as well as providing a cool environment for the employees.
Equipment, machinery and plants
The company possesses two Non-Alcoholic Beverage blenders that has the ability of mixing up to 200 gallons of drinks every day. The blenders are connected with topping, flushing, and filling machines.
The firm has also installed packaging machines which ensure that the drinks of the company are properly packaged.
Other assets include four vehicles, three PCs, realistic programming, rented marking apparatus, and printers.
Ethics and social responsibility
ABC Company is committed to upholding moral standards, ethics, and social responsibility by ensuring it provides high-quality services to the consumers at fair prices as well as providing fair remunerations and a conducive work environment for the employees.
As a way of appreciating the customers, the firm will engage in philanthropic efforts such as paying school fees for orphans and students from poor backgrounds.
Taking part in social issues will help the company to establish a positive relationship with the employees and the society (Roman Elli, 2011).
References
Gartner, W. B. (2015). A conceptual framework for describing the phenomenon of new venture creation. Academy of management review, 10(4), 696-706.
Stevenson, H. H., & Jarillo, J. C. (2010). A paradigm of entrepreneurship: Entrepreneurial management. In Entrepreneurship (pp. 155-170). Springer, Berlin, Heidelberg.
Roman Elli, E. (2011). Environments and strategies of organization start-up: Effects on early survival. Administrative Science Quarterly, 369-387.
