Running Head: Company Description and S.W.O.T. Analysis 1

Running Head: Company Description and S.W.O.T. Analysis 1

Company Description and S.W.O.T. Analysis

James S. Green

Dr. Joaquin Angles

Strategic Management (Bus 599)

July 26, 2016

My Non-Alcohol Beverage Company is Green’sScrumptious andDelightful Fruit and Vegetable Juices.The significance of its name represents a state of the art company that caters to the healthy needs of the community. This establishment will be the

first of its kind in Orangeburg, South Carolina, to providea drive through tastes testing window. It will be solely owned and operated by James S. Green a well-known businessman and licensed juice specialist.

Green’sScrumptious and Delightful Fruit and Vegetable Juiceswill provide the community with nurturing and exceptional servicesthat will bring forth the deep flavor of its juices, causing a mouth-watering experience of nutrients.

Green’s will be equipped with a reception lounge, that affords the families the opportunity to fellowship with family and friends while enjoying the delectable tastes of the many flavors created by Green’s.

Mission Statement

Green’s Scrumptious Fruit and DelightfulVegetable Juice Company believes that nutrients and health should not insinuate that we have to sacrifice taste and flavor. With 100% natural ingredients and no artificial flavors, we are able to produce outstanding, nourishing,and high quality beverages in which flavor is not diminished. Our mission has been and will always be to please and satisfy our loyal customers by dispensing superior-quality, healthy, as well as enticing beverages.

Using the best imported fruits and vegetables that nature has to offer and the best technology on the market, we at Green’s Scrumptious Fruit andDelightful Vegetable Juices are determined to be the number 1 fruit and vegetable juice producer in the nation.

Range/Nature of Products or Services Offered

The Non-Alcoholic Beverages industry produces a broad range of beverage products,

including various carbonated soft drinks, syrup concentrates, juices, energy and sport drinks,

teas, coffee, and water products. Industry participants partake in syrup manufacturing, marketing,

bottling operations, and distribution, with larger companies typically being more vertically

integrated into finished-product operations that bottle, sell, and distribute the finished products (Shetty, 2014).

The industry currently faces challenges with addressing the health and nutritional benefits of its products.

Additionally, the purchase of raw ingredients such as water and sugar is among the industry’s largest expenses and creates supply challenges in areas considered to be water-stressed

and/or exposed to shifting weather patterns associated with climate change (Shetty, 2014).

Quality

There are many great qualities of drinking freshly juiced fruits and vegetables, and it’s a

great way to add nutrients from the fruits or vegetables that customers normally wouldn’t eat. Fruit and vegetable juices retain most of the vitamins, minerals and plant chemicals that would be found in the whole versions of those foods. These nutrients can help protect against cardiovascular disease,cancerand various inflammatory diseases, like rheumatoid arthritis.

Valuable compounds called flavonoids and anthocyanins are abundant in a variety of fruits and vegetables andguard against oxidative cellular damage, which comes from everyday cellularmaintenance and is exacerbated by exposure to chemicals andpollution. (Campbell’s, 2016).

Pricing

Green’s Scrumptious Fruit and DelightfulVegetable Juiceswide distribution network gives them significant pricing power. Often, fruit and vegetable Juicescompanies have similar prices due to the intense competition in the industry. In many cases,fruit and vegetable Juicecompanies extend lower prices promotional offers. In recent times, such promotional offers have beenused to boost volumes of the fruit and vegetable juices. That’s because they’re under pressure due to rising health concerns and competition from healthy substitutes such as vitamin water (Bailey, 2014).

Green’s Scrumptious Fruit andDelightful Vegetable Juices will be a part of the consumer staples sector. Companies can invest in this sector through the Consumer Staples Select Sector, which will have notable holdings in Green’s Scrumptious Fruit and DelightfulVegetable Juices.The industry includes companies thatenjoy huge popularity all over the globe.

Service

Green’s Scrumptious Fruit and Delightful Vegetable Juiceswill take the time to courteously and effectively take care of their customer’s issues and give them Quality service, it will show,they truly care about customers. This wouldn’t be faked either. Green’s will genuinely care about and serve their customers to the fullest, since they are literally the most important aspect of the business.

Without customers, the company will sell no products. When the company don’t make sales, there is no cash flow. Without cash flow, the company couldn’t pay its overhead. When the company don’t pay its overhead, their business literally fails Baily, 2014).

Overall Relationship to Customer

When it comes in increasing profits, it's tempting to concentrate on making new sales or pursuing bigger accounts. But attention to our existing customers, no matter how small they are, is essential to keeping Green’s business thriving. The secret to repeat business is following up in a way that has a positive effect on our customers (Baily, 2014).

Effective follow-up begins immediately after a sale, when Green’s employees call the customer to say "Thank you" and find out if he or she was pleased with our product or services. Beyond this, there are several effective ways to follow up that ensure our business is always in the customer's mind (Baily, 2014).

It is very important to let customers know what Green’s Scrumptious Fruit and Delightful Vegetable Juicesare doing for them.This will be done in the form of a newsletter mailed to existing customers, or Green’s may be more informal, such as a phone call. Whichever method we use, the key is to dramatically point out to customers what excellent service we are giving them. If we never mention all the things we are doing for them, customers may not notice.

Management Style/Relationship to Employee

At Green’s Scrumptious Fruit and DelightfulVegetable Juice Company, a democraticstyle of management will be implemented, reason being, this style will put trust in employees and encourage them to make decisions. They will delegate to them the authority to do this and listen to their advice. This requires good two-way communication and often involves democratic discussion groups, which can offer useful suggestions and ideas. Green’s managers must be willing to encourage leadership skills in subordinates. The ultimate democratic system occurs when decisions are made based on the majority view of all workers Baily, 2014).

Nature of Work Environment

“A Practical Perspective on Water Accounting in the Beverage Sector” has been developed by BIER for the purpose of achieving consistency in water foot printing for the beverage industry. This Sector Perspective provides beverage industry specific information and examples that improve the ability to measure and account for water withdrawal, consumption and wastewater discharge throughout the chain. The focus of this perspective is primarily in those areas where beverage companies have the greatest potential for impact and have the greatest opportunity for improvement (BIER, 2016).

Relationship to rest of Industry

Green’sScrumptious Fruit and DelightfulVegetable JuicesCompany supply a broad range of products and solutions for greater flexibility and productivity in the non-alcoholic beverage

industry. Our dedicated range encompasses the complete juicing production process, including

utilities from field devices and measuring instruments to complete solutions for fully automated

or batch-controlled production with direct interfacing to the other industries (Coca Cola, 2016).

Incorporation of New Technology/Other New Developments

Green’s will incorporate mobile devices that will continue to grow in importance in their

business processes, and will be tied more extensively into logistics and supply chain

management in order to achieve better collaboration and communication.

The company feels that kind of connectivity is already taking place in the beverage industry

as companies integrate technological innovations into their operations, such as seamless product traceability solutions and mobile computers and printers.

However, Management will need to take a broader, more future-forward view when integrating technology into their operations.

Growth/Profitability Goals

Green’s will benefit from the growing global beverage industry more than any other company.

The worldwide beverage industry (excluding the US) is expected to increase in valueby 200

billionfrom 2016 to 2021. Green’s is predicted have 30% market share of the global beverage industry. If the company maintains its global market share up to 2020, it will add$90 billionto its market cap based on the expected increase in global beverage value.

Green’swill have a market cap of $150 billion at the beginning of 2018. This gives the company an expected compound growth rate of 6.9%, not including dividends and share repurchases up to 2020,ifthe company does not gain any market share (Coca Cola, 2016).

Green’sScrumptious Fruit and Delightful Vegetable JuicesCompany will continue to gain market share and reward shareholders with share repurchases and dividends. This will drive up the company’s growth rate into the double-digits for the next several years (Coca Cola, 2016).

Relationship to the community/Environment/Other Social Responsibility Goals

The ecological and social impacts that occur within supply chains is an increasingly

important Issue for nonalcoholic beverage companies, as concerns over climate change, water

scarcity in the agriculture supply chain, and environmentally and socially responsible sourcing

are shaping the industry’s competitive landscape. Companies in the Non-Alcoholic Beverage

industry use many ingredients that are highly susceptible to price volatility, largely due to

shifting weather patterns, droughts, and crop disease. These ingredients include coffee beans,

corn, sugarcane, oranges, and other fruits. Crop exposure to external forces can lead to high

degrees of cost inflation for beverage ingredients, which can undermine company profitability.

Additionally, supply chain disruptions resulting from environmental and social

considerations, such as supply shortages or labor violations, present further risk to a company’s

long-term ability to source key materials and ingredients. Companies that recognize these risks

and engage with key suppliers will build more resilient supply chains (Fenn, 2015).

Other Personal/Management Goal

Employee Motivation

One of the goals as a manager is to achieve high morale among the ranks. Employee motivation should be at the top of the list when it comes to the goals for your company if you want to achieve success. As author Stephen Covey wrote in his book "The Seven Habits of Highly Effective People": "There are organizations that talk a lot about the customer and then completely neglect the people that deal with the customer--the employees." It's important to set goals both for employees to achieve and for the company to accomplish as the owner to ensure a happy workplace. For instance, one of the goals could be to establish a successful employee recognition program or to increase employee productivity by 20 percent over the next year. Customer experience consultant Chris Bailey states that a company should treat their employees like their customers (Baily, 2015).

Customer Satisfaction

Making customers happy is another key management objective. Whether the employee work

directly with clients regularly in a service field or sell products in an online store, achieving a fruitful relationship with the customers is an extremely important goal to set as the manager.

According to quality service consultant Dianne S. Ward, setting high standards for customers service not only can act as a marketing tool, but it also can lead to incremental sales. For example, if you take the time to work through an issue with an insurance client, the company could end up selling him a bigger and better insurance package to meet the company needs, which leads to better revenues for the business (Ward, 2015)

Increased Profit

Another ongoing goal you should have as a manager is increasing your profits in each period, whether you track this information on a weekly, monthly, quarterly or yearly basis. Keep in mind that maximizing profit is a matter of keeping your costs down while increasing sales--so you have to manage two goals at once. The process of increasing sales involves a number of tasks, including adjusting the marketing plan, improving the sales force and even making changes to the current offering. Cost cutting can occur on many levels, but according to project management consultant John Nash, one key way to achieve your cost-cutting goals is to manage your projects more efficiently. "All in all, project management has several dimensions and criteria that determine the effectiveness of the manager and one of the most important of these yardsticks is the phenomenon of cost-cutting. (Nash, 2015).

Trends

The category Non-alcoholic Beverages shows market data on drinks without alcohol

including hot drinks, soft drinks, energy drinks, fruit beverages,bottle water, sports beverages

and value-added water.Hot beverages range fromcoffeeand anice cup of tea to an indulgent hot

chocolate. Softdrinks, depending on the region also known as soda, pop, or carbonated

beverages, cover drinks containing water, sugar or a type of artificial sweetener, and a flavoring

agent. Those fizzy drinks are mostly available in regular and diet varieties (Wolf, 2013).
The non-alcoholic beverages industry presents statistics and facts on companies and brands

competing in the market with a strong focus on their market shares and sales volumes. Company

key facts such as annual revenue and number of employees are also covered.Multinational

companies leading the soft drink industry include The Coca-Cola Corporation, Pepsi-Co. Inc.

and Dr. Pepper Snapple. The latest trends revealed that many companies were trying to enlarge

or diversify their product portfolio in the direction of healthier options such as bottled water.

This trend has mostly been the result of a growing public health concern around the high sugar

content of these sweet beverages (Wolf, 2013).

“There is clearly a trend toward more innovative and less common juice flavors,” says Maeve Webster, director of research. Growth in vegetable juices, which are regularly served at juice bars, is “certainly indicative of consumers’ increased interest in better-for-you options and their increased willingness to experiment” with new items, she adds. (Webster, 2013). Juice has become integral to many consumers’ diets, says Sarah Ladden, a registered

dietitian who works with the Juice Products Association, a Washington, D.C. based trade group.

Recent medical research indicates that “people consuming 100 percent fruit juice have improved dietary quality,” she says. “They have higher intakes of key nutrients, such as vitamins A and C, calcium, and potassium.” This is particularly important for children, because juice also has less dietary fat, saturated fat, sodium, and added sugar than many other beverages (Ladden, 2013).

Reason why I chose this topic

Health Benefits

Fruit and vegetable aids in appetite control and improves digestion. Pectin reduces cholesterol

and helps maintain steady blood sugar levels.For Examples apples are rich in vitamins A, B1, B2, B6, biotin, folic acid and pantothenic acid. They have a very high mineral content, which is beneficial for the health of our skin, hair and fingernails (Campbell’s, 2016).

Apple skin is a source of an antioxidants that keeps the heart and lungs healthy. Apples also contain a huge number of protective compounds, flavonoids, which are absorbed by

the body and help make lung tissue healthier and more resistant to disease. So the old saying ‘an

apple a day keeps the doctor away’ still holds true to this day. It helps reduce the risk of lung

cancer while helping to boost resistance to respiratory illnesses.

Red Cabbage known as purple cabbage, is darker in color than its green counterpart, because it has a “concentration of anthocyanin polyphenols, which contribute to red cabbage containing

significantly more protective phytonutrients than green cabbage.” Anthocyanin Polyphenols are pigment compounds found in many plants that lend them their characteristic colors and have antioxidant, anti-inflammatory, and potentially protective properties (Campbell’s 2016).

Save Lives

Non- alcoholic drinks save lives. Even a small amount of alcohol can affect ourjudgment and reaction times, which is why there are laws around drinking and driving. Drink driving can

endanger not just our life, but the lives of our passengers, fellow drivers and pedestrians.