SWOT Analysis on Non-Alcoholic Beverages Essay
Fresh has since expanded from its namesake product Fresh’ to a broader range of food and beverage rand’s, the largest of which includes an acquisition of Topspin’s in 1998 and a merger with Leeds Oats in 2001, which added the Storage brand to its portfolio. The major product produced by Fresh Inc. Is Fresh Storage. Mission Statement Our mission is to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfast to healthy and fun daytime snacks and beverages to evening treats.
We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth. Our prices will be determined depending on a number of factors. We will use cost plus markup method of coming up with prices. But will also be wary of the prices charged by our competitors in the same region. Fresh will unsure that the bottles use can be returned for a refundable cost of $. 5, this will help to keep our surrounding community environmentally clean.
Fresh will employ high quality managers and employees who will be committed to growing and producing a great brand name. Fresh bring
Need essay sample ? We will write a custom essay sample specifically for you for only $ 13.90/page
The soft drink category dominates the industry and includes carbonates, Juice, bottled water, ready-to-drink tea and coffee, and sports and energy drinks. Soft drinks are sometimes referred to as liquid refreshment beverages. The three reasons for this beverage: To product a drink that will quench he thirst of all athletics; To have a more natural tasting and innovating drink; and to bring a drink that is purely non-alcoholic and full of antioxidants that can combat the onset of cardiovascular diseases, cancer and so on.
The Strategic position for your company The strategic position for Fresh Inc. Is Customer Perception Factors. This approach is based on how customers distinguish our company and our quality products and services from those of our competitors. In Fresh, we concentrate on our customer perception factors. We offer quality products to our customers at all time. In addition, our products are offered at affordable rates. We also differentiate our products and at the same time ensure they are customized.
We offer our drinks in several quantities ranging from two liters cans to two hundred millimeter containers. The product therefore attracts all types of customers. Provide an overview of your company’s distribution channels. Our products are brought to market through direct- store-delivery (ADDS), our bottlers and our distributors operate ADDS systems that deliver snacks and beverages directly to retail stores where the products are researchers by our employees or our bottlers. ADDS enables us to merchandise with maximum visibility and appeal.
ADDS is especially well-suited to products that are restocked often and respond to in-store promotion and merchandising. The company also Manual Distribution Centre (MAD) model which operates within densely populated areas like around large towns and cities. The Mad’s are independent businesses with links to their local bottler who may provide technical support and credit to the Mad’s. The owners of the Mad’s generally own the bottles and crates they use. Three types of risks Firstly, there is increased focus on negative health effects of soft drinks and unhealthy foods.
The risk to our company is that persistent and continued emphasis on these effects may curtail soda and snack-food consumption. Soda makers are banding together to proactively tackle the issue. In selected cities next year, they will roll out vending machines that will not only display the number of calories in a container of soda, but also suggest a lower-calorie beverage option. Fast-food operators have mostly borne the brunt of the backlash against unhealthy foods. Secondly, there are legislation risks: A proposed soda tax aimed at curbing obesity could put increased pressure on PepsiCo.
Capitalization Risk: Our credit rating was lowered due to the debt we took on to fund bottler acquisitions. The acquisitions and restructuring costs will pressure bottom-line growth in the short term and have the potential to lower return on investment and increase commodity cost pressures. Strengths Product diversity Extensive distribution channel Corporate Social Responsibility (CARS) projects Competency in mergers and acquisitions 22 brands earning more than $1 billion a year
Successful marketing and advertising campaigns Complementary product salespeople Proactive and progressive Weaknesses Over-dependence on major stores Low pricing Questionable practices Much weaker brand awareness and market share in the world beverage market compared to Coca-Cola and other companies Too low net profit margin Opportunities Growing beverages and snacks consumption in emerging markets Increasing demand for healthy food and beverages Further expansion through acquisitions Bottled water consumption growth Savory snacks consumption growth Threats Changes in consumer tastes Water scarcity