“Operations”For this week’s discussion, please respond to the following: How would your NAB business

  

“Operations”For this week’s discussion, please respond to the following: How would your NAB business work in term of operations (production, inventory control, distribution, customer service, research and development, etc.)?Notes: You will have to include all the equipment, technology and personnel listed in your NAB Company Portfolio from your business plan. The information is located under Note #2 in the portfolio. You must use the information from the NAB Portfolio first and then you can add to it.
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Running head: COMPANY DESCRIPTION AND MISSION STATEMENT
Company Description and Mission Statement
Student Name
Professor Name
Course Title
Date
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2
COMPANY DESCRIPTION AND MISSION STATEMENT
Company Name and Significance of the Name
The company name is Spark Drinks, and the meaning behind the name lies in the fact
that the drink is meant to ignite the consumer and excite them. Spark Drinks is a name that
focuses on maintaining the uniqueness of the company through the perspective that this is
linked to the uniqueness of the company products as well as the ability of these products to
ignite the life of the user through linking it with excitement. Through the name “Spark
Drinks”, the customers will connect the drink to every exciting aspect of their lives.
Beverage to be produced
The beverage to be produced is an energy drink, and this product will be created using
tasty as well as safe ingredients aimed at giving the customer the extra energy when it is
needed. The main ingredients will include carbonated water, sucrose, glucose, citric acid,
natural flavors, sodium chloride, glycine max, glucuronolactone, inositol and niacinamide. It
will contain guarana seed extract for the extra sweetness and flavor. It will come in either the
regular flavor or the orange or pineapple flavors that will all be available to the customers.
Other flavors include the apple and peach flavors of the energy driuk. All these ingredients
are approved by the health department and have been tested for quality to ensure that they
meet the expected standards.
Mission Statement
The mission statement of the company states, “The mission of Sparks Drinks is to
provide exciting, tasty and healthy products aimed at fulfilling the customer needs.” This
mission statement describes what the organization offers as well as how this relates to the
customer base.
Running head: NON-ALCOHOLIC BEVERAGE INDUSTRY
1
NON-ALCOHOLIC BEVERAGE INDUSTRY
2
Non-Alcoholic Beverage Industry
Company description
The company name is Spark Drinks, and the meaning behind the name lies in the fact that
the drink is meant to ignite the consumer and excite them. Spark Drinks is a name that focuses
on maintaining the uniqueness of the company through the perspective that this is linked to the
uniqueness of the company products as well as the ability of these products to ignite the life of
the user through linking it with excitement. Through the name “Spark Drinks”, the customers
will connect the drink to every exciting aspect of their lives. The company has partnered with
different bottling firms to provide the best package for the product at the market platform.
Furthermore, the Spark Drinks organization ensures complete business certification to enable it
to adhere to the quality requirements for human consumption. And to meet competitive
advantage from other firms like Coco-cola and Pepsis as well.
Sparks Drinks Company mission
The mission statement of the company states, “The mission of Sparks Drinks is to
provide exciting, tasty and healthy products aimed at fulfilling the customer needs.” This mission
statement describes what the organization offers as well as how this relates to the customer base.
Spark Drinks Company mission regards the creation of valued energy drink which aims at
making a difference towards the people’s health. Sparks also aims at involving its customers’
satisfaction through considering their health needs and inspiration moments regarding happiness
and optimism through actions and brands. Sparks is committed to achieving the best within the
competitive business field; therefore, it works under the set goals in addition to the cooperation
with the bottler firms to accomplish the production objective. The mission of the company is
NON-ALCOHOLIC BEVERAGE INDUSTRY
3
based on the core values, which are integrity, passion, diversity, quality, collaboration, leadership
and accountability to enable it to meet the competition requirement.
Market trends in the Beverage industry and Sparks Drinks Company
Generally, the beverage industry is expected to experience slow sales’ growth in 2019.
Overall, the net revenues of the beverage company have dropped by 6% to $7.1 billion in
purchases within the quarter (Miglietta, Battisti, & Campanella, 2017). The drop occurred due to
the refranchising aspect of the industry’s bottling operations as well as foreign currency
headwinds. Therefore, the market size expected $7.03 billion in 2019. However, Sparks Drinks
Company has reported slight growth in its latest quarter due to the high demand for energy
drinks during sports and other occasions. The company also expects higher market demand for
energy drinks due to the changing climatic conditions and global warming, which results in hot
weathers within the universe. Therefore, the firm projects a profit of about $870 million in the
next quarter, which is a 43% increase from the earlier financial period (Miglietta, Battisti, &
Campanella, 2017).
Strategic position
Sparks Drinks Company considers brand positioning to enter into new markets and
achieves a competitive advantage strategically. The firm aims at ensuring brand positioning
through target customer initiative, brand promise and essence creation to improve economies of
scale, networks and costs. The firm also keeps its brands to the market by maximizing the
consumers’ relevancy, improving competitive distinctiveness and increasing the brand value for
an excellent performance (Miglietta, Battisti, & Campanella, 2017). Brand marking is also a
NON-ALCOHOLIC BEVERAGE INDUSTRY
4
strategy the company uses to ensure better positioning. Therefore, it provides full identification
of its products with inclusion to the benefits associated with consuming energy drinks.
Distribution channels
Sparks Drinks Company considers the distribution channel of selling its products to the
bottling and canning operations, wholesalers, distributors and retailers. The distribution system
involves retail outlets, corner stores, newsagents, petrol stations, restaurants and other occasional
meetings where the customers can access the product.
Types of risks faced
Sparks Drinks Company is faced with different risks such as failure to achieve the growth
plans, damage to the product brand and corporate reputation in addition to the loss of consumer
base (Miglietta, Battisti, & Campanella, 2017). The company is dedicated to addressing the
potential risks to operate within the competitive business environment successfully. The firm has
set different strategies committed to addressing the consumers demand and competition to
achieve growth plans. Additionally, Sparks Drinks Company ensures proper storage of its
products and only allows the licensed sellers to perform distribution to maintain its reputation
and brand. Moreover, the firm is committed to supplying quality energy drinks in support of
peoples’ health to address the risk regarding loss of consumer base.
SWOT analysis
Strengths
Weaknesses

Strong brand identity

health concerns

highest brand equity

product diversification
NON-ALCOHOLIC BEVERAGE INDUSTRY

Unparalleled distribution system

acquisitions
Opportunities
5

aggressive competition
Threats

packaged energy drink

ingredient availability

advanced supply chain system

packaging controversy

diversification of segments

direct and indirect competition

increase presence in developing
countries
Strengths
Sparks Drinks Company is highly prevalent, having its unique brand identity, equity,
level of acquisitions and with the exclusive distribution system. The strengths enable the
company to sell its products despite the intense competition from coca-cola and Pepsi
organizations (Baschali et al., 2017).
Weaknesses
Sparks Drinks Company experiences the challenges involving health concerns, product
diversification alongside stiff competition from the established companies selling a similar
product. Low product diversification and quality challenges alongside the competition
occurrence within the marketing field pose different controversial issues regarding the
performance of the company (Babor, Robaina, & Jernigan, 2015).
NON-ALCOHOLIC BEVERAGE INDUSTRY
6
Opportunities
Sparks Drinks Company performance highly depends on the packaging of several energy
drink brands, performing under improved logistics and supply chain, presence in developing
nations and diversification. The opportunities provide the firm with chances to expand to
different markets within the competitive field.
Threats
The threats experienced by the organization involve ingredient availability, packaging
and competition controversies, which lead to several criticisms concerning its product
management and supply processes. The competitors such as Kinsley, therefore, take advantage
of the threats to achieving their business success (Babor, Robaina, & Jernigan, 2015).
Conclusion and recommendation
Sparks Drinks Company has a definite market position within the Non-Alcoholic
Beverage Industry based on the SWOT analysis. However, changes regarding product
diversification, expansion to new businesses and sustainability should be included to ensure the
firm achieves the competitive advantage.
NON-ALCOHOLIC BEVERAGE INDUSTRY
7
Reference
Babor, T. F., Robaina, K., & Jernigan, D. (2015). The influence of industry actions on the
availability of alcoholic beverages in the African region. Addiction, 110(4), 561-571.
Baschali, A., Tsakalidou, E., Kyriacou, A., Karavasiloglou, N., & Matalas, A. L. (2017).
Traditional low-alcoholic and non-alcoholic fermented beverages consumed in European
countries: a neglected food group. Nutrition research reviews, 30(1), 1-24.
Miglietta, N., Battisti, E., & Campanella, F. (2017). Value maximization and open innovation in
food and beverage industry: evidence from US market. British Food Journal, 119(11),
2477-2492.
NON-ALCOHOLOIC BEVERAGE COMPANY PORTFOLIO
Table of Contents
Note #1 (Company Parameters) ……………………………………………………………………………………………………………….. 4
Note #2 (Equipment & Inventory)……………………………………………………………………………………………………………… 5
Note #3 (Personnel, Business Expenses, & Financial Matters) ………………………………………………………………………. 7
Note # 4 (Websites – Data & Statistics) ………………………………………………………………………………………………………. 9
Note # 5 (Market Research) ……………………………………………………………………………………………………………………. 10
A guide to the non-alcoholic beverage industry …………………………………………………………………………………. 10
Industry overview ……………………………………………………………………………………………………………………………. 10
Dominant carbonates category …………………………………………………………………………………………………………. 10
Major companies ……………………………………………………………………………………………………………………………… 10
Understanding consumer craving for soft drinks ………………………………………………………………………………. 11
What’s a soft drink made of? ……………………………………………………………………………………………………………. 11
Stimulants in soft drinks…………………………………………………………………………………………………………………… 11
Ingredient facts………………………………………………………………………………………………………………………………… 12
Understanding the value chain of the soft drink industry …………………………………………………………………… 12
Industry Partners …………………………………………………………………………………………………………………………….. 12
Bottling and distribution network …………………………………………………………………………………………………….. 13
Distribution: Third-party products …………………………………………………………………………………………………… 13
Pricing power…………………………………………………………………………………………………………………………………… 13
Key indicators of the non-alcoholic beverage industry……………………………………………………………………….. 14
Factors influencing sector growth …………………………………………………………………………………………………….. 14
Consumption expenditure ………………………………………………………………………………………………………………… 14
Disposable income and consumer confidence …………………………………………………………………………………….. 14
Understanding the soft drink industry’s key markets ………………………………………………………………………… 15
Income bracket ………………………………………………………………………………………………………………………………… 15
Hispanics …………………………………………………………………………………………………………………………………………. 16
Millennials……………………………………………………………………………………………………………………………………….. 16
Teens……………………………………………………………………………………………………………………………………………….. 16
Updated 2/26/2016
1
NON-ALCOHOLOIC BEVERAGE COMPANY PORTFOLIO
The role of branding and advertising in the soft drink industry …………………………………………………………. 17
The importance of advertising ………………………………………………………………………………………………………….. 17
Global brands ………………………………………………………………………………………………………………………………….. 17
Strong individual brand portfolios ……………………………………………………………………………………………………. 17
Investing in brands…………………………………………………………………………………………………………………………… 18
Why the soft drink industry is dominated by Coke and Pepsi…………………………………………………………….. 18
A rivalry for the ages ……………………………………………………………………………………………………………………….. 19
Threat from new entrants ………………………………………………………………………………………………………………… 19
Significant investments …………………………………………………………………………………………………………………….. 19
Why growth is sluggish in the non-alcoholic beverage industry ………………………………………………………….. 20
Falling demand ………………………………………………………………………………………………………………………………… 20
Key indicator—per capita consumption ……………………………………………………………………………………………. 20
Health concerns ……………………………………………………………………………………………………………………………….. 21
The soda tax …………………………………………………………………………………………………………………………………….. 21
In challenging times, soft drinks makers optimize and thrive …………………………………………………………….. 21
Productivity measures ……………………………………………………………………………………………………………………… 21
Cost-cutting initiatives ……………………………………………………………………………………………………………………… 22
Soft drink industry now looking to still beverages to boost sales ………………………………………………………… 22
Social pressures forcing change ………………………………………………………………………………………………………… 23
Ready-to-drink beverages ………………………………………………………………………………………………………………… 23
International growth opportunities for the soft drink industry…………………………………………………………… 24
Beyond borders ……………………………………………………………………………………………………………………………….. 24
Growth prospects …………………………………………………………………………………………………………………………….. 25
Positive trends …………………………………………………………………………………………………………………………………. 25
Competition outside the domestic market …………………………………………………………………………………………. 25
Strategic deals in the soft drink industry …………………………………………………………………………………………… 26
Industry alliances …………………………………………………………………………………………………………………………….. 26
Recent Pepsi and Coca-Cola deals …………………………………………………………………………………………………….. 26
Other deal-making in the sector ……………………………………………………………………………………………………….. 27
Investing in soft drink companies with ETFs …………………………………………………………………………………….. 27
Packaged investing …………………………………………………………………………………………………………………………… 27
Consumer staple ETFs……………………………………………………………………………………………………………………… 28
Updated 2/26/2016
2
NON-ALCOHOLOIC BEVERAGE COMPANY PORTFOLIO
Note # 6 (History & Industry Data/Forecasting & Technology) ……………………………………………………………………. 29
Cognitive health appeals to all demographics ……………………………………………………………………………………. 29
Omega-3s popular ingredient for brain health…………………………………………………………………………………… 29
Mental energy ………………………………………………………………………………………………………………………………….. 30
Focus on claim …
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