Strategic Management of Charlie Drinks Company: A Presentation

This presentation provides a comprehensive overview of the strategic management plan for Charlie Drinks Company, established in 1999, which offers a range of refreshment drinks, including Quenchers, Coconut Coolers, and fruit-based beverages, as well as products for children and a new cola and fizz fruit range. The presentation outlines the company's strategic objectives, focusing on market expansion and brand establishment in new countries. It includes an analysis of the company's mission and vision, long-term objectives, and the principles and practices of operations, including financial considerations, marketing strategies (segmentation and positioning), and HR and risk management. The document references various management and marketing theories to support the strategic decisions and discusses the challenges and solutions related to expanding the business internationally, making it a valuable resource for students studying business management and strategic planning.

Business
Management and
Strategic
Management

Introduction
The presentation focuses on strategic management of Charlie
Drinks Company which provides refreshment drinks to people. It
was established in 1999. Charlie Drinks Company provides
refreshments like Quenchers, Coconut Coolers, Fruit Mix Juices and
also provides a range of kid products. The company has also started
providing cola and fizz fruit range. The strategic plan which the
company formulated includes benchmarking techniques, SWOT
Analysis and other similar techniques

Charlie’s Drinks

Strategic Objective
for Effective
Performance
 The mission of the company is to
provide the best quality of drinks and
refreshing at a reasonable price and
the vision of the company is to
increase the overall sales of the
company and establish the brand in
other countries (Rumelt, 2012). To
introduce a product in the market
which will be targeting the younger
generation.
 The proposed mission of the
company is to serve as many
customers as possible and the vision
of the company is to have a growth
and decent profitability while
penetrating new markets (Wheelen et
al., 2017). The long term objective is
to establish the brand in a new
country by opening outlets.

Explanation to Long term
ObjectiveThe company plans to establish and diversify its business in new countries:
 Acceptable: The plan is acceptable as the product of the company is popular in
the local markets and similar results is expected in foreign markets.
 Flexible: There is a wide range of products ranging for kid range products to
popular cola and fruit fizz drinks and thus can adjust to the taste and
preference of the customers in foreign countries. Thus there is flexibility.
 Measurable over time: The implementation of the process will be taking 1 or 1.5
years and thus it is measurable over time.
 Motivating: The plan is a sound one and there is scope for growth and
improvement in foreign markets.
 Suitable: The plan is suitable for company as the company is looking for growth.
 Understandable: The plan of the management is easily understandable for the
workers and employees and can be implemented
 Achievable: The plan is achievable as there is scope for growth in foreign
market and it will result in growth and development of Charlie Drinks Company.

Principles and Practices of
Operations for strategic
Objectives George Gordon
(Commercial
Manager)
Jaime Conroy
(Customer
Service
Manager0
Andrew Ellis
(Finance
Manager)
Phil Pease
(Production
Manager)
Michael Tutty
(Sales Manager)
Steve Cook
(Group Marketing
Manager)

Principles and Practices of
Management Accounting
 In consideration of the strategic plan of the management the
concept which is important is that of the Fair market value. It is
the value of the assets which the company needs to purchase in
foreign countries where the company plans to operate.

Principles and Practices of Sales/
Marketing
 Marketing Segmenting is the process of dividing the market on
the basis of potential customers or on the basis of other
characteristics (Wedel & Kamakura, 2012). In this case, Charlie
Drinks Company the market segmentation will on the basis of
demography of the new country where the business plans to
operate.
 The process of product positioning involves the use of best
communication tools to inform the candidates on the attributes of
the product on offer (Sweeting, 2013). In the case of Charlie, the
management can use social media and also run an
advertisement campaign on television, magazines and
newspaper.

Principles and Practice of HR and
Risk Management
 The basic problem which the company will be facing is recruiting
new employee in the new country and also adjusting to the
changes of new area. The current will not be willing to work in the
new country due to new environment (Loveridge & Mok, 2012).
 The management of the company can addresses such issues by
recruiting from locals and also sending appropriate supervisors
with extra benefit and facilities in order to make them
comfortable to changes,

Conclusion
 The company is planning to open a new outlet and establish
business in foreign countries depending on the choice of
employee.
 All the products of the company will be offered in such new
markets and new and innovative products will be introduced
depending on the market
 The objective of the business is to serve as much customers as
possible.
 The company will be adopting advertisement and promotion
practices to effectively market the products
 The company will be using market segmentation and product
positioning strategies to improve the marketing conditions.

Reference
 Loveridge, R., & Mok, A. L. (2012). Theories of labour market
segmentation: a critique. Springer Science & Business Media.
 Rumelt, R. P. (2012). Good strategy/bad strategy: The difference
and why it matters. Strategic Direction, 28(8).
 Sweeting, A. (2013). Dynamic product positioning in differentiated
product markets: The effect of fees for musical performance rights
on the commercial radio industry. Econometrica, 81(5), 1763-1803.
 Wedel, M., & Kamakura, W. A. (2012). Market segmentation:
Conceptual and methodological foundations (Vol. 8). Springer
Science & Business Media.
 Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E.
(2017). Strategic management and business policy. pearson.