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Liquid Solutions Company Description and SWOT Analysis Essay

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Name

This enterprise will be registered as Liquid Solutions. To some degree, this name suggests that this business can effectively serve the needs of clients. Additionally, this title has been selected among others because it appears to be very intriguing. Moreover, clients will be prompted to learn more about the company and its products.

The logo of the company
Figure One: The logo of the company.

Mission Statement

Nature of products

The company will produce a variety of non-alcoholic beverages. In particular, the management will focus on various refreshing drinks. However, at first, the organization will offer bottled teas to the clients.

Quality

The organization will follow the highest production standards and use the best ingredients that are necessary for the creation of teas and other non-alcoholic beverages.

Price

The products of this company will be intended for clients representing different income levels. The price of the products will range from $ 2 to $ 5.5.

Service

The company will be engaged in the production of goods, rather than the delivery of services.

Relationship with clients

The management will consider the needs of customers while developing marketing policies or creating new products. Moreover, the employees of Liquid Solutions will regularly survey potential buyers to see how customers assess the products of this organization. Furthermore, these interactions with customers will enable the company to introduce new flavors of teas or other non-alcoholic beverages.

Managerial style

The management of the company will try to empower the employees. In particular, they will be encouraged to offer suggestions about new products or ways of improving the operations of the company. However, they will also be expected to meet the highest standards of production.

Nature of work environment

The enterprise will attach importance to the so-called open-door policy. It means that every frontline worker will be able to discuss various problems with senior management as quickly as possible. Moreover, employees will be encouraged to enter the office of managers at any time of day without having to ask for permission (Roussel 178). Furthermore, the company will try to retain the characteristics of a start-up as long as possible. In particular, the managers will oppose the creation of bureaucratic mechanisms such as departmentalization because these mechanisms can impair decision-making in organizations.

Relations to the rest of the industry

Liquid Innovations will be positioned as a company that produces non-alcoholic beverages. The organization will maintain respectful relations with other businesses that represent this field. Moreover, the management will accept the best practices adopted in this industry.

New technologies

Liquid Solution will rely on the technologies that are necessary for the filling of bottles and preventing such problems as the spills of beverages and work injuries sustained by people who continuously perform repetitious motions.

Profitability Goals

At this point, it is too early to identify specific financial objectives that Liquid Solutions should attain. However, the organization should earn between $ 200 000 to $ 500 000 in net revenues within 12 months after the start of its operations. During the next two years, the company should reach a figure of $ 2 000 000.

Community

Liquid Solutions will be based in Mauldin, a small city located in South Carolina. The management of this enterprise will make sure that the operations of Liquid Solutions do not adversely impact this community. In particular, the company will closely adhere to the environmental standards set for manufacturers of beverages. Furthermore, the company will soon become one of the largest employers in this community.

Management goals

One of the main tasks for the management is to develop a marketing campaign that can help the company differentiate its products among other non-alcoholic beverages. It is necessary to demonstrate why its bottled teas are better than other refreshing or energy drinks.

Several trends affect the non-alcoholic industry. At first, many consumers attach importance to healthy lifestyles. As a result, they select products containing lower amounts of sugar; moreover, buyers prefer drinks that are not rich in calories (Maletto 1). Additionally, people become more critical of carbonated soft drinks. So, they choose to buy bottled teas. Furthermore, this industry has passed through a period of rapid growth during the last three years. The following table can illustrate the recent development of this industry:

FactorTwo Year AgoPast YearThis YearNext YearNew Five Years
Total revenue$ 2.40 billion (Tea Association of the USA par. 13)2.51 billion$ 2.56 billion$ 2.58 billion$ 2.72 billion
Total units/ volume1.193 million gallons1.212 million gallonsExpected 1.310 billion gallons4 billion gallons1,61 Billion gallons
Total employment75. 000100 000112.000130.000500.000
Industry Growth rate5.4 percent5.9 percent6.1 percent6. 1 percent6.6 percent.
GDP growth rate2.2 percent (Kimberly par. 2)2.4 percent2. 6 percent2. 7 percent2. 9 percent.
Rate compared to GDP3.3 percent3.5 percent3.5 percent3.7 percent3.7 percent

Overall, this market can be selected due to its growth, the transformation of customers’ attitudes, and willingness to create new products that can positively affect a person’s health.

Strategic position

Overall, the company will distinguish its products by focusing on the so-called “customer perception factors” (Abrams 143). In particular, the company will lay stress on the idea that can be drunk either hot or cold. Moreover, it can help people quench their thirst and restore their strengths. If clients perceive this beverage in this way, gravity will stand out among other non-alcoholic and refreshing drinks. So, the company should design posters that can highlight the main attributes of this product.

The poster of the product
Figure Two: The poster of the product.

Distribution Channels

This company will rely on various retailers that operate in Mauldin and other cities located in Greenville County. In particular, the company will cooperate with the supermarket chain BI-LO since it is the most prominent retailer in this neighborhood. Additionally, the company will distribute its products by relating to the services of small grocery stores in this area because, in this way, one can reach a greater number of clients living in Mauldin and neighboring cities. Furthermore, after two years of operation, the company will distribute its products with the help of other retailers such as Walmart because such retailers serve many clients in Greenville County and the entire South Carolina. In turn, Liquid Solutions will establish a partnership with Charmer Sunbelt Group because this organization is a leading distributor in Greenville County. So, the company’s products can be moved to various retailers.

Risks of the company

It is possible to say that the product risk is one of the dangers that can be faced by different companies (Abrams 148). In particular, the product may not enjoy considerable demand in the market because Liquid Solutions will fail to differentiate GraviTea among other brands of ready-to-drink teas. This risk can be mitigated by developing a marketing campaign that can highlight the main strengths of this product.

Additionally, one should focus on the regulatory risks that can manifest themselves at the time when the government introduces new production standards. For instance, these regulations can be related to the use of ingredients. In particular, one can mention the restrictions on the use of sweeteners such as aspartame (O’Brien 78). In turn, it is necessary to develop alternative production processes that do not involve aspartame or other prohibited substances.

Apart from that, much attention should be paid to capitalization risks. In other words, management can simply underestimate the costs of production. The impact of this risk can be reduced with the help of various cost-cutting initiatives. In particular, the management should focus on such details as the selection of suppliers and procurement of equipment that can reduce the costs of production.

SWOT analysis

The internal and external environment can be analyzed with the help of SWOT analysis

Strengths
  1. The company possesses a product that can suit the various needs of many buyers. For example, it can quench thirst and help a person recover one’s strengths.
  2. The company can launch the production of other non-alcoholic beverages. So, it can offer various goods to local clients.
Weaknesses
  1. The brand of the company is not familiar to the clients.
  2. This organization lacks the expertise that can be acquired only through many years of practice.
Opportunities
Many clients become more concerned about the effects of non-alcoholic beverages. In turn, many customers prefer to buy ready-to-drink teas (Maletto 1). Thus, this trend can benefit Liquid Solutions.
Threats
One can distinguish threats
  1. The intense competition posed by various companies producing bottled teas and other non-alcoholic beverages
  2. Relatively low size of the market. In the beginning, it will be slightly more than 15.000 people.

Works Cited

Abrams, Rhonda. The Successful Business Plan: Secrets & Strategies, New York: The Planning Shop, 2014. Print.

Kimberly, Amadeo. “.” About.com. 2015. Web.

Maletto, Pete. Formulating Healthy Beverages, New York: PTM Food Consulting, 2015. Print.

O’Brien. Lyn. Alternative Sweeteners, New York: CRP Press, 2011. Print.

Roussel, Linda. Management and Leadership for Nurse Administrators, New York: Jones & Bartlett Publishers, 2013. Print.

Tea Association of the USA. “.” TEAUSA. 2015. Web.

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