1. Describe a Non-Alcoholic beverage that you would produce and sell (bubble tea). Create a company name for your Non-Alcoholic beverage (NAB) company and explain the names significance to you.
2. Develop your companys mission statement and provide a rationale for its components.
3. Describe the trends in the non-alcoholic beverage industry, especially the specific type of beverage category you have chosen (bubble tea).
Hints: Research and outline beverage industry trends. Consider the size and growth rate of the industry overall and the specific beverage type you have chosen (bubble tea).
4. You have chosen the “first-move advantage” strategic position for your company. Explain the approach you will use to implement this strategic position in order to distinguish your beverage from other non-alcoholic beverages.
5. Provide an overview of your companys distribution channels. Explain the manner in which your product will reach end users. Provide a rationale for your chosen method.
Hints: For example, will you sell your beverage in grocery stores, restaurants, or sports venues? If so, describe the types of resellers and distributors who will sell to resellers and fulfill their orders. If you are attempting to sell directly to consumers, for example, online via a monthly subscription, how will you manage warehousing/fulfillment/shipping?
6. Outline at least three types of risks (including any regulatory risks) that your business faces. Describe your companys plan to mitigate such risk.
Hints: You may refer to these types of risk listed in the course text (market, competitive, technology product, execution, capitalization, global) as well as any risks not listed in the text. Regulation weighs more heavily on beverage and food businesses than many other types of companies, so be certain to consider any regulatory risks your type of beverage faces. For example, what kind of regulation and/or risks are you likely to face if you make health claims about your beverage?
7. Develop a SWOT analysis for your NAB company using the SWOT matrix | SWOT: Strengths/Weaknesses/Opportunities/Threats).
Hints: What are your companys likely strengths? Have you chosen a beverage segment that is growing and lacks an entrenched competitor? Are you in a niche market that has great potential? What are the strengths that you and other team members bring to your company? Do you or other team members have previous experience in the food and beverage industry?
Hints: What are your companys likely weaknesses? Is the competition in your industry segment entrenched? Is your own management team inexperienced? Will it be challenging to actually produce your product and maintain quality?
Hints: What are your companys opportunities? Does your segment have more demand than supply? Have larger corporations stopped serving smaller or niche markets that you could enter? Is a new market emerging because of demographics, immigration, and changing tastes?
Hints: What are your companys threats? Is there a clear market leader that will be hard and expensive to displace? Are downward-pricing pressures in the segment making profit margins slim? Are there little or no barriers to entry for new competitors? if you have a
novel idea that succeeds, can the competition easily enter your market? If you have a global aspect to your company, do factors such as currency fluctuations, political instability, offshoring, or outsourcing pose threats
