Report on Business Management and Strategic Management

Added on - 21 Apr 2020

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Running head: BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTBusiness Management and Strategic ManagementName of StudentName of UniversityAuthor Note
1BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTTable of contentsSection 1: Business Plan............................................................................................................31. Company or Industry description and Marketing strategy.....................................................3Part A Company or Industry description...................................................................................3Explaining significance of the company....................................................................................3Developing company mission statement....................................................................................3Describing trends in non-alcoholic beverage company.............................................................4Choosing a strategic position.....................................................................................................5Providing an overview of the distribution channel....................................................................5Outlining three types of risks.....................................................................................................6Developing SWOT analysis.......................................................................................................6Part B Marketing Strategy..........................................................................................................7Target markets............................................................................................................................7Analyze the Company’s market competition.............................................................................8Clarify the Company’s marketing message...............................................................................9Marketing vehicles to build company’s brand value with justification and examples............112. Ethics and Social responsibility plan...................................................................................14Corporate Responsibility with respect to be “A GOOD CORPORATE CITIZEN”-..............14Effects of Company’s Operations over the Environment and Steps taken to mitigate them...15Effects on Health and Policies to regulate and reduce them....................................................15Section 2 Business Plan Financials..........................................................................................16
2BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTReference..................................................................................................................................18Appendix..................................................................................................................................21
3BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTSection 1: Business Plan1. Company or Industry description and Marketing strategyPart A Company or Industry descriptionExplaining significance of the companyAraya Drinks is a non-alcoholic drink company located in New York City, USA.Araya Drinks is a five-year-old company serves fruit juices of all types to customers addictedto consuming non-alcoholic drinks. The significance of the company is the fact that itmaintains a healthy environment and restricts the entry of any alcoholic drink that may affectthe lives of individuals. Soft drinks, lemonades, punch, mojito are some of the non-alcoholicdrinks that are served by the company. Another significant contribution that the companymakes is the fact that drinks help in controlling the addiction people have on the consumptionof alcoholic drinks.Developing company mission statementA mission statement of a company includes the scope of an organisation; its purposeand the type of products that the company intends to manufacture (Ekpe, Eneh & Inyang,2015). The mission statement helps employees to remain aware of the target that is needed tobe achieved by fulfilling the responsibilities provided to them. In this regard, it can be saidthat the mission statement of Araya Drinks is to serve the best and refreshing drink in thecommunity and gather people to lead an alcohol-free life.
4BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTDescribing trends in non-alcoholic beverage companyAccording toMirasgedis et al., (2014) stated that in order to succeed in business it isnecessary to analyse the trends that are present in the modern world. Maintaining the trendcan help in gaining competitive advantage in the market. In this regard, the trends that signifythe development of beverage industry include the use of water while preparing the drinks.The brew of the drinks using a cold brew helps in enhancing the flavour of the drinks. In theUSA, the cold brewing had a prominent demand in the beverage industry.Figure: Chart of growth of cold brew(Source:Hill, Jones & Schilling, 2014)The chart also signifies the growth of the growth of the beverage industry in the recent times.In order to maintain the trend in the industry, Araya Drinks need to ensure that theapplication of these tactics is made in the non-alcoholic drinks such as in mojitos, punch andlemonade in the company. The trends in the industry can help in creating opportunities in thebeverage industry and ensure that Araya Drinks attain the mission statement of theorganisation.
5BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENTChoosing a strategic positionPeppard & Ward (2016) stated that the choice of strategies is an important factor foran organisation. In order to gain a competitive advantage, it is necessary for everyorganisation to implement a strategic position that can help in fulfilling the objectives of theorganisation. Similarly, in the case of Araya Drinks, the company need to implement thestrategic positioning of analysing the target market. This can be effective in order tounderstand the tastes and preferences of the customers. Based on the analysis Araya Drinkscan formulate plans and strategies in order to help the organisation exceed from itscompetitors. This can be done by reducing the prices of the products or by providing specialdrinks are complimentary in order to attract the customers. Addition of ingredients can alsobe done in order to attract the customers in the organisation. This can help in developing thefuture of the organisation and create a competitive advantage in the market.Providing an overview of the distribution channelIn order to promote products, it is necessary for an organisation to maintain a properdistribution channel that can help in supplying the products to various places (Cui &Mallucci, 2016). The distribution channel for the promotion of Araya Drinks includeswholesale marketing of the products. The products need to reach grocery stores or stores thatdeal with the sale of non-alcoholic drinks or in a restaurant. In order to do this, theorganisation needs to maintain a systematic distribution process. The end users can bereached by directly making contact with the places. This can be done by creating a monthlysubscription with the distribution parties and transferring the products by the use of vehicles.Thus, the distribution channels need to be maintained strategically in order to avoid anyconfusion regarding the sale of products.
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