Company Description and Swot Analysis Of Industry

Reading Head: COMPANY DESCRIPTION & SWOT ANALYSIS
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Management
January 25
2020

COMPANY DESCRIPTION & SWOT ANALYSIS
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Contents
Introduction............................................................................................................... 2
Mission.................................................................................................................... 2
Trends in non-alcoholic beverage industry.........................................................................2
Outline of NAB industry............................................................................................ 2
Growth.................................................................................................................. 3
Beverage Type........................................................................................................ 3
Key players of Root Beer........................................................................................ 3
Strategic Position........................................................................................................ 3
Distribution Channels................................................................................................... 4
Risks....................................................................................................................... 5
Legislative Risks:..................................................................................................... 5
Environmental risks:................................................................................................. 5
Health and consumer perception:..................................................................................5
SWOT Matrix............................................................................................................ 6
Strengths.................................................................................................................. 6
Weakness.................................................................................................................. 6
Opportunity............................................................................................................... 6
Threats..................................................................................................................... 6
Conclusion................................................................................................................ 7
References................................................................................................................ 8

COMPANY DESCRIPTION & SWOT ANALYSIS
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Introduction
The name of the non-alcoholic company is “Elite South”. The reason of selecting this
name is that “Elite” means a group that is superior in terms of ability or qualities and in
Southern part of United States consumption of soft drink is in highest quantity. This company
produces non-alcoholic energy drinks for people.
Mission
The mission of this company is to provide best quality soft drink to its customers
which can provide them refreshment. Company wants to keep its customers happy and
satisfied. There are different components of mission of the company such as market, Self-
concept, Concern of survival and public image. All these are main components of the
organisation as it is a new company and for them market and its components are essential
factors.
Trends in non-alcoholic beverage industry
There are five major trends NAB companies are focusing on such as Functionality,
Fermented drinks, Personalisation, Alcohol free alternatives, and Sustainability. All these
trends are having some significance which is helping NAB companies to focus on their
customers.
Outline of NAB industry
Since there is a raise in beverage industry many new products has been launched
every-day which has several benefits which are focusing on such as stress reliever, immune
system, health and beauty all these features helps in maintaining functionality. Fermented
drinks also have several health benefits such as it helps in digestion, it is probiotic rich and it

COMPANY DESCRIPTION & SWOT ANALYSIS
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also helps in boosting immune. Personalisation is the important aspect as every company has
to launch new and personalised product in the market to attract target customers. It is not
necessary that every individual consumes alcohol so there is requirement of an alternative
and NAB is the alternative. Companies should avoid using products which can harm
environment because today consumers are aware about the environmental pollution and they
have started avoiding products which can harm environment (Burrell, 2019).
Growth
Rapid growth is analysed in Non-alcoholic industry in United States. According to a
research NAB industry is growing 1.2% annually and revenue of US$248,552 m is generated
in 2020 and market is expecting a high growth in 2020-2023. An average per capital
consumption stands at 220.3 litres in 2020 (Esser, Clayton, & Brewer, 2017).
Beverage Type
Root beer is made up of different types of herbs, roots, berries and barks. This can
also be considered as medical beverage. And there is an immense growth which is analysed
in the market.
Key players of Root Beer
Craft, A and W Restaurants, Seagram are some of the top manufacturers of root beer
and since in past there is a high growth observed in the consumption of Root beer it is
expected that in future consumption will increase at a high rate and by 2025 root beer will be
available in many countries such as China, Japan, India, Southeast Asia (Market Watch ,
2019).