BreezeCool Refreshments

1. Significance

This refreshment company is aimed at providing refreshment opportunities to its customers. The company provides an opportunity to its customers for refreshing themselves, for inspiring moments of optimism and happiness and for creating value. Moreover, customers can also spend their free time in BreezeCool Refreshments with their friends and family.

2. Mission Statement

The company’s mission is to provide food and beverages to customers at reasonable prices along with providing an opportunity of spending their leisure time with friends and family.

2.1. Customers

BreezeCool Refreshments will operate to provide its products and services to customers belonging to all age groups.

2.2. Products

The company offers different types of soft drinks, beverages and other related items.  

2.3. Market

During the initial stages of business operations, the company will target customers living in London.

2.4. Technology

For manufacturing the products, the company will use advanced machines and equipment.  

3. Trends in the non-alcoholic beverage industry

The company will become famous for its non-alcoholic beverage products. The changing lifestyles of consumers and increase in per capita income of people are considered to be the basic factors that have positive impact on global non-alcoholic beverage market. As, preferences and choices of customers change on daily basis, so BreezeCool Refreshments has got an opportunity of introducing drinks of various flavours and variants in non-alcoholic beverage industry of UK. Moreover, new opportunities have also been brought in non-alcoholic beverage industry, as increasing temperatures have owned to global warming. There is high concentration in this market and hence a key share can be held by new players within this industry. Due to the change in tastes and choices of customers in market, small players can get an opportunity of tapping in to this industry in order to cater needs of local consumers and by keeping reasonable prices of products. In 2013, the total revenues of global non-alcoholic drinks industry were $1,435.25 bn and there is an anticipation of having an increase to $1,937.73 bn by 2020.  There is an anticipation of an increase by 4.3% in revenues of non-alcoholic beverage industry. The development and growth of non-alcoholic industry will also be bided well due to the increase in disposable income of customers and their tastes and preferences.  In addition to this, people have become more conscious towards their health, so this also provides an opportunity to the growth of BreezeCool Refreshments as a non-alcoholic company.

4. Strategic Position

In order to compete with other non-alcoholic beverages companies in England, the company will focus on minimisation of its cost, so that products or services can be offered at lower prices. In addition to this, the company will keep high quality of its products and sell them at reasonable prices, so that it can easily enter in to the market. The products of non-alcoholic beverages will be distinguished from other brands through the use of different flavours and materials. The company will introduce different types of beverages and food products at cheaper rates, so that potential customers can easily buy those products.

5. Distribution System

In order to distribute beverages to end users, BreezeCool Refreshments will do agreements with different suppliers like grocery stores, hotels, convenience stores, local shops for executing localised strategies formulated while having partnership with BreezeCool Refreshments. There will be no need of travelling the products to far places for reaching to the final customer. The management will make all products more local and it would be made available to every local market within England. BreezeCool Refreshments will totally focus on local business and products will not be shipped for more than few hundred miles. The products will be made available in accordance with needs and preferences of customers in every market with in England during initial stage of business. The company will sell its products to bottling and canning operations, wholesalers’ distributors and some retailers. They will also make distribution of product to retail-outlets, petrol stations and many more similar places, so that people can easily get access to the products. With the help of this, the products of BreezeCool Refreshments will be made available to maximum number of customers in less cost. This will also assist in enhancing revenues and profitability of the firm.

6. Three Types of Risk and Ways of Mitigating Those Risks

6.1. Market Risk

The management of BreezeCool Refreshments will have to face risk of change in market conditions, preferences and trends. If in case trends in industry move away from product or service of the firm, then company will have to face high pressure from its competitors. This would create difficulty for the firm to gain momentum of customer. The new business of BreezeCool Refreshments might get affected by the market on the basis of nature and location of business. The market risk can be effectively mitigated by the owner of BreezeCool Refreshments through deeply analyse the market, that can help them in determining market potential for specific product or service. The management of firm will have to make proper marketing plan for clearly identifying marketing areas and uncovering needs of customers.

6.2. Financial Risk

The long term success of a company depends highly on financial standing of a business. There is a possibility of facing financial risks by the BreezeCool Refreshments. In order to mitigate this risk, the management is required to do proper financial planning and creating working budgets. It is important for the management of BreezeCool Refreshments to determine whether or not financial obligations will be strongly supported by product or service. Due to the lack of start-up funds, a considerable threat will be imposed to the firm. There will be a need of sufficient capital for paying the living expenses of owner until profitability is achieved by the business. Moreover, for mitigating financial risk, more inventory, office supplies, marketing materials and equipment for running business effectively.

6.3. Management Risk

The organizational structure is another risk that might be faced by BreezeCool Refreshments. As, the owners of the firm will have less experience of management, so there are chances of facing significant challenges to run a successful organisation. In order to mitigate this risk, owners will have to focus on successful recruitment and selection of managers who are experienced. The ineffective management can result in negative impact on efficiency of sales, quality and customer service.

7. SWOT Analysis of Company

Strengths

  • The company will provide high quality beverages to customers at lower prices.
  • Due to offering lower prices for its products, company will be able to get maximum market share.
  • Effective marketing strategies will be used by the firm for targeting maximum customers.
  • The products offered by the firm will be targeted to people of all age groups.

Weaknesses

  • There would be low product diversification.
  • There is high competition in non-alcoholic beverage industry.
  • The management of firm has less experience of managing business operations.

Opportunities

  • The company can bring diversification in its products and can improve its offerings.
  • The company can introduce packaged drinking water in future.
  • In order to further reduce the cost, the company can make improvements in its supply chain.
  • The company can expand its business operations in other countries in order to increase market share and profitability.

Threats

  • There might be an increase in taxes by government.
  • Company might face difficulty in sourcing the raw material.
  • There would be a threat of new entrants in non-alcoholic beverage industry.

 

 

 

 


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