Description
Assignment 1: Company Description and SWOT Analysis (BUS 599)
My company:
Yuck Free Mommy Shakes
The product is all natural (hence the name; Yuck Free) and safe for women both pregnant and
breastfeeding. Added vitamins help women who are trying to conceive maintain a healthy
nutritional balance. For pregnant women the shake contains ginger to calm morning sickness
and for breastfeeding moms, the drink promotes hydration to keep breast milk flowing and
vitamins for mom and baby.
Develop your company’s Mission Statement and provide a rationale for its components.
To provide quality nutritional shakes to women who are looking to get pregnant, women who are
pregnant and breastfeeding moms a safe and healthier form of nutrition that is free of lactose,
GMO’s, gluten, preservatives and anything non organic or “yucky”!
Assignment
Due Week 3 and worth 100 points
In this assignment, you will conduct a SWOT (Strength, Weakness, Opportunity, and Threat)
analysis for the type of beverage you have selected, and for your company overall. As you work
on the assignment, consider why you have chosen one type of non-alcoholic beverage over
another and the reasons for that choice. As you complete your SWOT analysis, be sure to include
external factors such as industry / market trends and competition, and internal factors such as
your capabilities or abilities to reach certain market segments.
Write a three to five (3-5) page paper, in which you:
1. Create your revised NAB company name and explain its significance.
2. Develop your revised company’s Mission Statement and provide a rationale for its
components.
o Hints: Use the Statement of Mission template on pp. 72-73 on the course
textbook: Successful Business Plan to aid your development. Click here for help
accessing a specific page number in your eBook.
o Extracting appropriate information from the NAB company portfolio, where
applicable. You should fill in other required items in the template using your
personal preferences.
3. Describe the trends in the non-alcoholic beverage industry, especially the specific type of
beverage category you have chosen. Justify at least three (3) reasons why you have
chosen this type of non-alcoholic beverage.
o Hints: Research and outline beverage industry trends. Consider the size and
growth rate of the industry overall and the specific beverage type you have
chosen. Use the worksheet in the course text (p. 88 | Past and Future Growth of
Your Industry) to help you project the future growth rate. Consider the use of
industry associations and search engines to find reliable, recent data.
4. Choose one (1) strategic position from the course text (pp. 142–143) that you believe is
the best strategic position for your company. Explain the approach you will use to
implement this strategic position in order to distinguish your beverage from other nonalcoholic beverages.
5. Provide an overview of your company’s distribution channels. Explain the manner in
which your product will reach end users. Provide a rationale for your chosen method.
o Hints: For example, will you sell your beverage in grocery stores, restaurants, or
sports venues? If so, describe the types of resellers and distributors who will sell
to resellers and fulfill their orders. If you are attempting to sell direct-toconsumers, such as online via a monthly subscription, how will you manage
warehousing / fulfillment / shipping?
6. Outline at least three (3) types of risks (including any regulatory risks) that your business
faces. Describe your company’s plan to mitigate such risk.
o Hints: You may refer to the types of risk listed in the course text (pp. 148–149) as
well as any risks not listed in the text. Regulation weighs more heavily on
beverage and food businesses than many other types of companies, so be certain
to consider any regulatory risks your type of beverage faces. For example, what
kind of regulation and / or risks are you likely to face if you make health claims
about your beverage?
7. Develop a SWOT analysis for your NAB company using the SWOT matrix worksheet in
the course text (p. 153 | SWOT: Strengths / Weaknesses / Opportunities / Threats)
o Hints: What are your company’s likely strengths? Have you chosen a beverage
segment that is growing and lacks an entrenched competitor? Are you in a niche
market that has great potential? What are the strengths that you and other team
members bring to your company? Do you or other team members have previous
experience in the food and beverage industry?
o Hints: What are your company’s likely weaknesses? Is the competition in your
industry segment entrenched? Is your own management team inexperienced? Will
it be challenging to actually produce your product and maintain quality?
o Hints: What are your company’s opportunities? Does your segment have more
demand than supply? Have larger corporations stopped serving smaller or niche
markets that you could enter? Is a new market emerging because of
demographics, immigration, changing tastes?
o Hints: What are your company’s threats? Is there a clear market leader that will be
hard and expensive to displace? Are downward-pricing pressures in the segment
making profit margins slim? Are there little or no barriers-to-entry for new
competitors; if you have a novel idea that succeeds, can the competition easily
enter your market? If you have a global aspect to your company, do factors such
as currency fluctuations, political instability, offshoring or outsourcing pose
threats?
8. Format your assignment according to these formatting requirements:
a. Be typed, double spaced, using Times New Roman font (size 12), with one-inch
margins on all sides; references must follow APA or school-specific format.
Check with your professor for any additional instructions.
b. Include a cover page containing the title of the assignment, the student’s name,
the professor’s name, the course title, and the date. The cover page and the
reference page are not included in the required page length.
c. Cite the resources you have used to complete the exercise. Note: There is no
minimum requirement for the number of resources used in the exercise.
