Running Head:T’S DELIGHT BEVERAGE COMPANY
T’s Delight Beverage Company
Student’s Name
Institutional Affiliation
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T’S DELIGHT BEVERAGE COMPANY
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T’S DELIGHT BEVERAGE COMPANY
Introduction
My non-alcoholic beverage company is called T’s Delight Beverages. Research has
shown that a typical human being uses an average of 11.5 flavors in a year. This company will be
dedicated to providing non-alcoholic drinks to individuals that will come in different flavors
such as orange, vanilla, lemon, strawberry and peach. The significance of this company is that it
is dedicated to assist individuals quench their thirst in the healthiest way possible.
Mission Statement and Rationale for its Components
T’s Delight Beverage mission is to improve the health of individuals by encouraging
healthy drinking by fostering a proper drinking culture contributing to social, economic and
cultural development and through their products enhance the quality of life of the people of the
United States and all the humanity.It is important to encourage people to indulge in proper
drinking behavior. Use of alcoholic beverages has become very dangerous as alcoholic has been
associated with negative health effects. T’s Delight is actually dedicated to substituting alcoholic
beverages at some extent even if it will not do it fully.
Trends in the non-alcoholic beverage Industry
I have chosen to develop a company that will manufacture energy drinks beverages. The
trends in the energy drinks are that nowadays individuals are moving towards healthy lifestyles
and drinks that have side effects are not encouraged and they tend to perform poorly in the
market once people learn and hid to their negative effects. Beverages like soda have been
associated with too much sugar, others like coffee have been associated with lack of sleep. The
energy drink that will be manufactured will be supplemented with nutrients mainly multi-
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vitamins that will definitely boost the health of the users. As mentioned earlier, today the market
is keen on consuming products that improve their health and that’s exactly what T’s Delight
beverage will offer.
North America at the moment is the largest market for non-alcoholic beverage which
actually gives us a head start on where to position and start our marketing from. Asia pacific is
next and the consumption is deemed to increase because of the health awareness. The leaders in
the market for this product include: Red Bull, Monster Drinks and Coca Cola and we intend to
beat the leaders by insisting on health matters and healthy drinking. The final reason for
choosing energy drinks is that the other beverages are too common and it will be take long to
break even if the company had to manufacture them.
Strategic Positioning of T’s Delight
T’s Delight positioning will be its health supplements. The drink will be manufactured
such that there will be no or minimal health related negative effects. The drink will be
supplemented with multi-vitamins, taurine and salts essential to the body and glucose that is
easily absorbed into the blood stream for energy production. The product will major on the sports
personnel by insisting that it is the best clean energy giver drinks and it works in seconds. The
use of glucose in the drink is very important as research has shown that it is easily oxidized in
the body to produce energy and therefore it cannot be stored in the body and this reduces the
chances of consumers having too much calories and instead they get the energy they require
instantly after drinking the T’s Delight Energy Drink (Kim, & May, 2015).
Company’s Distribution Channel
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The company’s distribution channel will be through an efficient supply chain
management that will involve the use of wholesale, retail selling, franchising and direct selling to
the customers. On wholesale, our product will be distributed in all leading stores at a wholesale
price of $1 per bottle and they will retail at $1.5 per bottle. On franchising, interested individuals
will be given a kiosk and refrigerators positioned strategically at designated areas and the profits
they make will be shared between them and the company.
Types of Risks in the Business and how to mitigate the risks
One of the major risks is competition from the already established companies. T’s
Delight will face stiff competition from Red Bull, Monster Drinks and Coca Cola and this is
critical because it can lead to the company’s shut down. To mitigate this risks, the company will
have to carry out a thorough marketing and insist on healthy drinking to makes our product
unique from others.
The second risk that T’s Delight might face is the increased environmental and
occupational safety risks. Because of many irregularities in the Food and Beverage Industry
OSHA are reluctant to register new companies. To mitigate this risk, will send samples to the
OSHA lab for further analysis and because I am sure of our product superiority, OSHA will
register the company and the product.
The final risk could be the change in consumer preferences and product development.
Sometime consumers can decide to go for a competitor goods and this means that our product
will not be selling. To avoid this risk customers satisfaction will be our number one priority and
also will be keen on taking feedback from the consumers in order to make products that meet the
desires of the consumers.
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
T’s Delight is unique
Lack of patent
The market through
Major threat is the
because its products
protection.
health awareness are
competition from
are health related.
Weak brand because
in need of a healthy
other energy drink
It has a favorable
the company is new.
cold beverage.
companies.
consumer perception.
High cost structure.
This makes T’s
Red Bull, Monster
Ability to negotiate
Delight a good
Drink and Coca Cola
on bulk purchases
substitute for soda
have a stronger brand
and benefit from
and other related
than T’s Delight.
economies of scale.
commodities.
The drinks can be
used by sportspeople.
Addressing the
Addressing the
weaknesses
Threats
High Margins to
With effective
provide flexibility.
marketing the T’s
Strengthening of the
Delight brand will be
brand through
strong and will be
consumer awareness
able to keep up with
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and advertisement.
References
the competition.
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Non-Alcoholic Beverage Company Portfolio. Retrieved from,
http://www.bevindustry.com/articles/88184-bai-brands-disrupts-cpg-space-with-low-calorieallnatural-solutions on November 1, 2015.
Kim, C., & May, L., (2015). Energy Drink Composition. Fresh Patents and technology.
Retrieved from,
http://www.freshpatents.com/-dt20090723ptan20090186127.php on November 1, 2015.
Non-Alcoholic Drinks Market - Global Industry Analysis, Size, Share, Growth, Trends and
Forecast, 2014 – 2020. Retrieved from,
http://www.transparencymarketresearch.com/non-alcoholic-drinks-market.html on November 1,
2015.