BUS 599 - Healthy Beverage Bar: Company Description and SWOT Analysis

This report provides a comprehensive analysis of the Healthy Beverage Bar, a non-alcoholic beverage company. It begins with a company description, including its name significance, mission statement, and strategic positioning within the market. The report delves into the company's operational strategies, distribution methods, and potential risks. A detailed SWOT analysis is presented, evaluating the company's strengths, weaknesses, opportunities, and threats. The report also explores market dynamics, competitive advantages, and future growth prospects, supported by relevant references. The analysis considers external factors like industry trends and competition, and internal factors like capabilities to reach target market segments. This report serves as a detailed case study of the company's business plan and strategic approach.

Company Description and SWOT analysis
First Name Last Name
Strayer University
BUS 599
Prof. Andrea Banto and Prof. Lee Viar
April 10, 2019

Company
The name of the company chosen for this particular study is Healthy beverage Bar and
supplying a wide range of made to order fresh beverages in Atlanta, GA.. The company is one of
the leading companies in the world for producing non alcoholic beverages. It has a market share
of more than 52% and has huge control over revenues. It has its branches across the globe and it
is headquartered in United States of America. The reason for choosing this company is because
they have diversify the drinks to include every kind of healthy drink catering to the needs of
sportsman from across the globe. It has also games for clarity because of being one of the
sponsors in the world cup. It has also sponsored National soccer team and has made drinks
keeping in mind the different demands of heath oriented persons. The name of the company
aligns with definition and purpose of the company. The extended meaning of the term is the
provider of life and eternal youth. The catchy name has a very deep meaning which is profound
as well as universal. It has been believed in the history that this drink provides immortality and
the company also aims to live eternally in the minds of the consumers.
The alcoholic drink will be very low on sugar and will have negligible amount of preservatives.
It will have the right balance of minerals, protein and carbohydrates. There will be no chemicals
used and the product will be natural. The company shall be producing four flavours, namely,
strawberry, and vanilla, chocolate and mint. The company will also produce a different drink for
women specially, to cater to the needs. For a long period of time, the soft drink industry has been
persistent with high sugar level drinks that are usually unhealthy and lead to health problems.
The name aims at enticing customers to our stores to not only refresh themselves but check their
health by consuming Healthy and refreshing beverages.

Mission statement
The mission statement of the company is different from others because it is aimed at preserving
the health of the consumers without utilising any chemical substances. The mission statement of
the company is as follows:
“Help in energizing the world through natural ingredients, both in terms of mind spirit
and body”
The components of the mission statement are a way of understanding the goals and principles of
the company and how they are willing to work towards creating more happiness and optimism in
the world (Cohen et al 2015). Energy drinks have a way of making customers feel energetic and
invigorated. The information included in the mission statement is very important to get a better
idea of the company perspective.
Trends in the trade
The company has always worked on the needs of the consumers to understand and get hold of
the market better. The company has started to make vinegar probiotics. Probiotics are
scientifically proven to help in digestion and also boost the immune system (Savell, Fooks and
Gilmore, 2016). The idea of inducing vinegar and probiotic in the drink is creating a balance
which is both invigorating and energizing. The aim of the company is to induce Health with taste
so that no hand is committed to the body. A new range of the product is coming out in the
flavour of coconut water which is refreshing and will try to make peace with the increasing
consumer demand. The reason why this company will do better than the other counterparts is
because it is infused with vitamin as well as supplements which will benefit the players in the

long run. The players are very health conscious and therefore it is only is a food Dame to grab a
healthy drink during their practice.
Strategic position
The nature of the management of this company is very democratic and it believes in inclusive
treatment of all the employees and company staff. The best position for the company will be to
utilize the concept of think global and act local (Fahy, 2012). This will help in driving out
competition from the market and also established the company as one of the leaders in producing
sports drinks. The reason for implementing the strategy is to ensure that it can protect its own
image and also position them in the Global market. This will help in creating a uniform image of
the company in the eyes of the customers (Idris & Abdul Wahab, 2015). This will also avoid
fragmentation and the company will be able to produce strings to meet the specific demands of
the sports players on a domestic level as well.
Market dynamics suggests the factors that affect any market, as per the theory of economics;
there are supply and demand, price and quantity to analyse. The new health drink brand might
face problem in the early stage to meet the demand and supply curve, in the beginning. As new
employment will be made, there will be increase in demand size economics.
Based on these the company needs to undertake effective business strategies like promoting the
product in a global level to increase the sales. As the company is new the strong financial
resources of the company is low. However, with such a financial strength the company can not
bear the loses. They should focus more on implementing various strategies for product
development and advertising to endorse about the product

Figure 1: Steps to make a comprehensive business plan
(Source: Self developed)
Distribution
The distribution of the company places a very important role to gain better economy and profit. it
is also a method of selling the product and utilising agents to sell the product to fulfill their
monthly profit demand. The company well sends the drinks in sports venues and also in grocery
stores (Elkington, 2014). This is a method of helping the customers get accustomed to the
availability of the drink. Only limiting the drink to the sports day when you will not get the
attention of the local players will affect the business. The best way to reach out to the customers
is by creating advertisement on television, magazine and brand endorsement. The new generation
is focused on using Social media strategy; therefore advertising through social media is the best
way to reach billion of customers.
Risk:
Identified Risks Ways to mitigate

 As it is a NAB product, Ethics,
Compliance and ABAC are
maintained or not that needs to be
investigated.
Following Rules of the government , accepting
beverage category
 Damage to the corporate reputation
as well as brand culture.
With the overgrown competition in the
market ,the company faces huge competition
with PowerAde, Coca –cola, PepsiCo ltd.
 Not branding in the As the company is focusing mostly on
branding in urban areas, they might miss the
customers from rural areas
the risks that will be faced by the company in producing health trains is getting permission from
the government to ensure that the products are certified by doctors and nutritionist. Company my
face the risk of getting permission to do business on natural health drinks. The company shall
mitigate the problem by taking proper precaution and registering with the government
authorities.
Swot Analysis
He products will be organic and fesh fruits and organic vegetables will be used.
Strength
1. Size and scope of the brand:
they have an incredible political
clout that helps to expand in
Weakness
1. There is growing competition in the
market.
2. The price of the products is moderate,

different countries.
2. High quality beverages –
Delicious healthy beverages,
will be represented in many
ways.
3. Distribution tactics: they have
branch into different Global
economies (Kotabe, 2011).
but the business set up will be high,
with big ideas to intend money might
scare and may run out of money if not
carefully budgeted and planned.
3. It does not have any brand ambassador
to promote the health drink.
4. It is only restricted to health drink and
therefore the scope of expansion into
other branches is difficult.
Opportunities
1. They have the potential to diversify into
different variations of wellness and health
drinks
2. They have the power to venture into
different International markets and make their
presence felt
Compared to the soda drinks and juices these
will be healthier healthier for people. 100%
fruit juice and vegetables are a smart
addition to any well-balanced diet, providing
vitamins and minerals like potassium, vitamin
C
and foliate. Our beverages will be a convenient
Threat
1. There is a lack of raw materials and
resources.
2. The sports companies are creating a
threat to the environment and the
scarcity of water is one of the reasons
why the health companies will have to
take accountability.
3. Indirect competitors: there are many
boutique companies that are posing
threat to the growth of this company.

way for adults and children to help reach the
Recommended number of daily servings of
fruits and vegetables.

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