Company description and swot analysis



In this first course assignment, you will create a description of your selected company and a SWOT matrix that includes trends, strategic positioning, distribution channels, and risks. You’ve already begun this assignment in your discussions.

In the Week 1 discussion, you chose a company (whether your own or the snack food company scenario) and created a description and mission statement for it. In this assignment, you will need to revise your selected company’s description and mission statement based on the feedback you received in the discussion thread. You will also include a brief narrative that provides the rationale for including each component of the mission statement.

Likewise, in the Week 2 discussion, you began work on your SWOT (strength, weakness, opportunity, threat) matrix. Your task in this assignment is to revise your SWOT matrix based on the feedback you received in the discussion thread. You will also summarize the key learnings from your SWOT matrix.


  • Your chosen company will operate in a 100-mile radius from your home address. Your goal is to reach $1 million in sales by the end of the second year.
  • Be sure to follow the guidelines whether you are using the snack food company or the company of your choice.



The specific requirements for this assignment are to write a 3–5 page paper in which you:

  1. Describe the product or service on which the company is focusing, including the company’s name and its significance.
  2. Revise the company’s mission statement based on feedback received in the Week 1 discussion thread, including the rationale for each component of the mission statement.
    • Place the mission statement within quotation marks.
    • Use the Mission Statement Worksheet on pages 72–73 of your textbook as a guide.
  3. Describe the trends in your specific industry, focusing on your particular type of product or service.
    • Research and outline industry trends. Be sure to consider the size and growth rate for the overall industry and for the specific product or service on which you are focusing.
    • Search the Strayer Library, industry associations, and reliable websites for recent data.
  4. Select the strategic position from the course text (pages 146–147) that you believe is the best one for your chosen company and explain how you will implement it to distinguish your product or service from the competition.
    • Consult Chapter 9, “Strategic Position & Risk Assessment” of your text for help in crafting this portion of your business plan.
  5. Describe the company’s distribution channels and provide the rationale for your selection.
    • Sample questions to ask when choosing distribution channels:
      • Will you sell your product in grocery stores, restaurants, or sports venues?
      • Will you sell your product online or as a subscription?
      • Where will the service be offered?
  6. Revise your selected company’s SWOT matrix based on feedback from the Week 2 discussion thread and summarize the key learnings from your matrix.


Format your assignment according to these requirements:

  • This course requires the use of Strayer Writing Standards (SWS). For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course.
  • Typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides. You may single-space the information included in the SWOT Matrix.
  • You must include headings in your paper for each major topic.
  • Include a cover page containing the assignment title, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
  • Include a source list page. Citations and references must follow Strayer Writing Standards format. All sources used must be listed in the source list page and have a corresponding in-text citation. The source list page is not included in the required page length.
    • Note: There is no minimum requirement for the number of resources used in this assignment.

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Company Description and SWOT Analysis

My revised NAB Company and its significance

My NAB Company will be called “Juices and Berries In Motion”. This is a company that offers Juices and Berries for those many individuals who would like to take a drink that is both sweet to drink and healthy. The company provides different varieties of Juices and Berries in different and attractive flavors. The significance of this company is to provide an enjoyable drink to those who like to drink nonalcoholic beverages. The company has a unique recipe for making white Juices and Berries with flavors that are loved by all drinkers. This drink is needed today because it promotes healthy, clean drinking. It would be a great drink for anyone trying to get healthy and stay healthy. Juices and Berries is exactly what is says. It signifies a healthy and growing lifestyle.

“Juices and Berries In Motion” revised mission statement and rationale of its components

Juices and Berries In Motion is an original non- alcoholic beverage company supporting and encouraging healthy and fun lifestyle for those who are not able to take alcoholic drinks.  Our mission is to offer sophisticated and inviting non-alcoholic beverage that authentic to the original taste of Juices and Berries In Motion. “Juices and Berries in Motion” is designed to promote healthy drinking for all ages. It relieves the body of harmful chemicals and toxins. We are committed and working hard to find high-quality juices and berries product that will bring long-lasting enjoyment and customer satisfaction. Professionalism in production and marketing must me mainlined at all times (Ashurst, 2016).  My business is just starting up and is not as experienced as other beverages on the market, but I plan to have moderate growth at all neighboring region and compete with all my competitors.

Trends in non-alcoholic industries and reasons for choosing this industry

“Juices and Berries In Motion” Company relates well with the current retail trends that are in the non-alcoholic drinks industry. Currently, there are a few firms that offer Juices and Berries. Several reasons explain why I have chosen this non-alcoholic. Firstly is the desire to provide a drink that is refreshing and at the same time enjoyable to the people, unlike the usual things that people drink such as water since not all can take alcoholic beverages for many reasons such as health. Secondly Juices and Berries In Motion Company will provide these unique and refreshing drinks at very affordable prices as compared to other alcoholic and non-alcoholic drinks. Also, there is a good program to see that a good percentage of profit obtained is returned to the community through help projects (Ashurst, 2016).

Strategic position and its implementation

Juices and Berries in Motion will be sold in the USA and eventually branch out internationally. The retails goals have our products in every retail in the street. To achieve our objectives I have developed an excellent strategic position plan that highlights on:

  • producing a Juices and Berries that is healthy with added nutrients
  • unique flavors that are personalized
  • trustworthy and inspected the Juices and Berries

The success of these strategic position has based the evaluation of the targeted market, the Juices and Berries industry trends and the various advantages that I have. Our product are organically grown and free of chemicals and pesticides. We are here to promote a healthy drink that will give you energy, boost your metabolism, and cleanse the body of toxins.  My target is all age consumers since my product is not alcoholic and can be consumed by families at dinner without worries. There is, however, one company that is my competitor and that started earlier. Given that we are just the two of us in this state and that my competitor hasn’t expanded well, I plan to expand and distribute my product as quickly as possible.

Juices and Berries in Motion Company distribution channel

The distribution channel that is used by Juices and Berries in Motion Company is a channel that is direct to the consumers. The Juices and Berries drink is made in the store, and just like any natural juices and berries, it has to be well preserved. Juices and Berries has an online and website selling method and is well managed since many people prefer this method. The website gives an overview of the products, purchasing options, and how to become an agent. We take pride in clean drinking and coming up with new and exciting flavor combinations that will taste and make you feel great. We are like no other. After the drink is ready, the company’s trucks transport it to different retails shops which we have a record of within the state This is the best method and the safest for transporting drinks, and it has been successful for other industries too (Ratnasingham, 2016).

Risks that Juices and Berries in Motion Company faces

Many types of challenges are expected to face “Juices and Berries in Motion” Company, amongst them are the regulatory risks. For example, there is a risk related to meeting the standards set by the “food and drugs administration.” The company has to meet the specified standards failure to which it can face closure. The other risk is financial statements disclosure. This is a requirement by the government that should be met without fail. Another risk is the risk of competition. As much as I believe I will outperform the company’s competitors, there is always a risk of that they can bring the company down or decrease its earnings greatly. My company must comply with all government regulations and rules. Also, it must keep up with the trends in the non-alcoholic market to keep up with the competitors.

SWOT analysis for “Juices and Berries in Motion” Company

Rich flavor Daily special offers Personalized offers Unique drink colors Customized drink bottle branding chief executive staff quality officerDaily competition from other beverages Amount of cash available Decline in raw materials Un-preferable Weather Preservation problems Large population still prefer alcoholic drinks    
Non-alcoholic drinks  recommendations from health organizations Large market Partner with large beverages retailers Non-alcoholic juices and berries  for romantic innerCompetition Complete decline in raw material availability Alcoholic drinks Other Soft drinks

According to statistics, United States has one of the greatest appetite for non-alcoholic drinks in the world. Juices and berries drinks in this country have a great history and are regarded as vintage. Researchers say that there is a huge increase in the number of people who are interested in the non-alcoholic juices and berries due to health benefits it presents. Price Predictor says the purchase of non-alcoholic drinks especially juices and berries will reach up to 50% for the year 2018 (Ratnasingham, 2016). They, however, says this will depend greatly on the type and uniqueness of the non-alcoholic drinks and how the business will approach the customers.



Ashurst, P. (2016). The stability and shelf life of fruit juices and soft drinks. In The Stability and Shelf Life of Food (Second Edition) (pp. 347-374).

Ratnasingham, P. (January 01, 2016). A SWOT Analysis for B2C E-Commerce: The Case of International Journal of Cases on Electronic Commerce, 2, 1, 1-22.