Name
This enterprise will be registered as Liquid Solutions1. 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.
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.
Trends in the non-alcoholic beverage industry
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:
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 2 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.
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
Appendixes
Works Cited
Abrams, Rhonda. The Successful Business Plan: Secrets & Strategies, New York: The Planning Shop, 2014. Print.
Kimberly, Amadeo. “U.S. GDP Growth Rate.” 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. “The State of the U.S. Tea Industry.” TEAUSA. 2015. Web.
Footnotes
- Please, refer to Figure One to see the logo of the company.
- gravity Please, refer to Figure Two to see the image of the product.