Company Description And SWOT Analysis

Refresh Company is a non-alcoholic beverage company located in the United States of America. The Refresh Company produces various diversified products ranging from pure drinking vitamin water, fruit juices, non-alcoholic beverages and an assortment of flavored water. The company will primarily employ more than 500 employees in the warehouse and its administrative offices.

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Refresh Company’s aim is to become a frontrunner in the non-alcoholic market as the chief producer and distributor that produces non-alcoholic beverages across the United States. Refresh strives to initiate its production with an assortment of non-alcoholic beverages. The beverages will include fruit juice drinks, vitamin enhanced waters, ready-to-drink energy drinks and sports drinks. The company will launch its exclusive company trademark and become the most recognized beverage company in the United States within the first five to seven years of inception.

Refresh Company will produce unique, environmental friendly beverage containers authorized to bottling companies to maximize the profits of the business. This unit will be known as Refresh Bottling Partners and will give the market options to produce the finished beverage bottling product. Refresh will distribute its produce through the various channels such as restaurants and convenience stores. Refresh will also manufacture finished bottling products alone or with like water products, and juice drinks that can be relabeled and sold to various retailers and wholesalers in the United States. Refresh Company will retain complete control of the bottling setups as it uses skill and resources to ensure successful branding in the market.

Refreshment Company Mission Statement

“Refresh Company creates savory beverages, provides front-line customer service, environmentally friendly bottling strategies and an excellent non-alcoholic beverage experience.”

The mission statement the Refresh Company focuses on all the major areas that are inclusive of consumers, bottlers, suppliers, partners and the environment. The focus on the consumers will enable us to maximize profits. The partners are given value-added cohesiveness in a working environment that is motivated by team work. The mission also focuses on society by contributing to environmentally friendly and economic development.

Other focus will be placed within the company culture with our customers by creating a spectacular workplace of team players to inspire healthy business expertise. Additionally, bottling partners will be developed with an attractive system of overall value. Most importantly, the mission statement is directed towards a group of loyal consumers by availing satisfying non- alcoholic beverage brands. The company exhibits responsibility to economic development of the environment by contributing to and supporting sustainable communities (Barney, 2015). The company will review company objectives and goals and target accountability to measure performance.

SWOT Analysis Strengths

Brand Awareness: The Refresh Company is about to become one of the most widely recognized brands across the globe. There are two key players in this sector. The Refresh Company is set to take over the industry and become the key player through brand awareness. The beverage manufacturer will also gather a core following consumers, as many consumers that consider themselves fans of its products tend not to shift toward other brands. In addition, the company’s vast financial resources ought to fuel its sizable marketing efforts and increased product innovation, which should propel market-share gains over the long haul.

Robust Distribution Network: Refresh Company makes its products available to individuals in more than 30 states through a large distribution network. Its ability to use company-owned or controlled distributors, as well as independent bottlers, wholesalers, and retailers has no parallel. This system enables the company to thoroughly manage costs, promptly introduce new items into the market, and dominate various geographic locations. Furthermore, its evocative network allows for an improved level of quality control and safety for its goods. The stable distribution platform has been an advantage for expansion, as the company has pursued to reach new customers in isolated locations (Johnson & Peppas, 2016). These varied operations have assisted market presence, volumes, deliveries, and product introductions during a crucial span.

Weaknesses

Water Management: Water is a main ingredient in the company’s products significantly. It is essential for the production of the agricultural ingredients on which the business relies and is needed in the company’s core manufacturing processes. Similarly, this resource is critical to the sustainability of the communities Refresh Company serves. Water is a limited resource in many parts of the world, facing unparalleled challenges from overexploitation, as well as rising demand for food and other consumer and industrial products whose manufacturing processes require water. These events increase the risk of pollution, poor management, and effects stemming from climate change. As the demand for water continues to climb around the world, and water becomes scarcer, the overall quality of available water sources may very well deteriorate markedly, leaving the Refreshment Company system to incur higher costs or face capacity constraints that could adversely affect its profitability or net operating revenues in the long run.

Opportunities

Diversification: The Company has been hard at work utilizing its ample war chest to build a presence in rapidly-growing beverage categories. The company plans to engage in joint ventures in order to maximize profits. All told, we anticipate these transactions will bolster the top and bottom lines immediately. These joint ventures also deliver Refreshment Companies with well- known inroads to a newer customer base. Looking ahead, the Refreshment Company will probably target to forge increased relationships with coffee, energy, and health drink businesses.

Extended Reach: The population continues to increase at a stable clip. In order to exploit on this fact and consumers’ shift toward healthier living, Refreshment has focused on strengthening a variety of its business lines. We believe Refreshment remains dedicated to differentiating its portfolio and delivering emerging markets with various beverage staples over the long term.

Threats

Nutritious Selections: It has been no secret that some soft drink providers have suffered of late. A cultural shift toward natural and organic products has led many to choose nutritional waters, smoothies, and various healthy beverage options. Thus, core soda offerings that include high amounts of sugar or diet items with artificial sweeteners have fallen out of favour with buyers. Moreover, this trend does not seem likely to abate as consumers continue to boost their knowledge of proper dietary requirements and exercise programs. Further, many health professionals have called for eliminating foods and beverages containing lofty amounts of sugar since these products place individuals at an elevated risk of becoming obese, developing diabetes, and suffering from heart disease. Also, a negative perception of these beverages has surged due to federal regulators’ desire to place excess taxes on sodas and sugary soft drinks.

Indirect Competition: Although companies such as Starbucks and Dunkin’ Brands Group do not compete directly with Refreshment, these businesses dent the company’s market share. The chains offer customers healthier substitutes, unique selections, and loyalty rewards that Refreshment does not easily match. Additionally, more minor permits and retail chains provide customers with private-label substitutes for traditional Refreshment products, which allow these businesses to deliver beverages at a lower price. Industry data suggest potential customers will continue to be pulled away from basic drink selections in favour of customizable options that carry a more significant nutritional benefit (Rothaermel, 2015).

Conclusion

While the number of challenges facing the Refreshment Company is abundant, this company possesses a good deal of promise for the future. Its overall size, leverage, and financial resources have it well-positioned to take advantage of worthwhile acquisition targets. Moreover, the company’s brand appeal and cult-like following ensure it will probably remain a top-tier beverage provider. Refreshment’s massive distribution network should enable better volumes ahead and success in growing markets. All told conservative investors wanting a reliable source of income and a bit of capital gains exposure might want to glance at The Refreshment Company.

References

Barney, J. B. (2015). Looking inside for competitive advantage. The Academy of Management Executive, 9(4), 49-61.

Johnson, V., & Peppas, S. C. (2016). Crisis management in Belgium: the case of Coca-Cola. Corporate Communications: an international journal, 8(1), 18-22.

Rothaermel, F. T. (2015). Strategic management. New York, NY: McGraw-Hill

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Question

Requirements

The specific requirements for this assignment are to write a 3-5 page paper in which you:

Company Description And SWOT Analysis

Describe the product or service on which the company focuses, including its name and significance.
Revise the company’s mission statement based on feedback received in the Week 1 discussion thread, including the rationale for each component of the mission statement.
Place the mission statement within quotation marks.
Use the Mission Statement Worksheet on pages 72-73 of your textbook as a guide.
Describe the trends in your specific industry, focusing on your particular type of product or service.
Research and outline industry trends. Be sure to consider the size and growth rate for the overall industry and for the specific product or service on which you are focusing.
Search the Strayer Library, industry associations, and reliable websites for recent data.
Select the strategic position from the course textbook (pages 146-147) that you believe is the best one for your chosen company and explain how you will implement it to distinguish your product or service from the competition.
Consult Chapter 9, “Strategic Position & Risk Assessment,” of your textbook for help in crafting this portion of your business plan.
Describe the company’s distribution channels and provide the rationale for your selection.
Sample questions to ask when choosing distribution channels:
Will you sell your product in grocery stores, restaurants, or sports venues?
Will you sell your product online or as a subscription?
Where will the service be offered?
Revise your selected company’s SWOT matrix based on feedback from the Week 2 discussion thread and summarize the key learnings from your matrix.
Be sure to use the SWOT Matrix [DOCX] Download SWOT Matrix [DOCX](table) when revising your SWOT matrix.
Formatting
Format your assignment according to these requirements:

This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.

Typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides. You may single-space the information included in the SWOT Matrix.
You must include headings in your paper for each major topic.
Include a cover page containing the assignment title, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
Include a source list page. Citations and references must follow the Strayer Writing Standards format. All sources used must be listed on the source list page and have a corresponding in-text citation. The source list page is not included in the required page length.
Note: There is no minimum requirement for the number of resources used in this assignment.
Learning Outcomes
The specific course learning outcome associated with this assignment is:

Develop a company overview and SWOT analysis that include trends, strategic positioning, distribution channels, and risks.

Company Description And SWOT Analysis