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The Ethics & Social Responsibility plan will be five (5) pages:Describe the ways in which your company (Smuuvi) is committed to being a good corporate citizen.Smuuvi Business Plan attached for use.Hints: Consider the following areas: Creating jobsFollowing the laws of every jurisdiction in which your company operatesFair and honest treatment of employeesNon-discrimination of employees and increasing diversity of your work forceDiscuss how your company’s activities will affect the environment and identify the steps you will take to mitigate any negative impacts.Hints: As a beverage company, consider such issues as your choice of packaging, disposal of bottles / packages by consumers, and your use of resources, such as water in areas where water may be scarce. Determine any health issues / claims related to the product you are making, whether negative or positive. Suggest the strategy your company will use to mitigate any negative issues, and to ensure any positive claims are true.Many beverage products have negative health impacts on certain segments of a population (e.g., children, pregnant mothers, etc.). Suggest your company’s plan, through advertising, distribution, and / or other methods, to target and reach only appropriate market segments.
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Running Head: WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION / SWOT
1
SmüüVi
SmüüVi is a non-alcoholic beverage company that makes drinks that are a semi-thick
frozen combination of both smoothies and milkshakes that are made from ingredients that are
fresh and received directly from local farmers. They have certain infusions like Super
electrolytes (hence the capital S), and a variety of vitamins (hence the capital V). We have other
commodities offered which include; take home smoothie ingredients as well as yogurt that is
frozen. The whole meaning behind the outlying sub-products of SmüüVi is that beverages that
provide available options are more likely to be well received by the eclectic consumer. They can
mix in flavors of different varieties to mix into tailored creations that they buy, or just choose
one of our favorite pre-made SmüüVi. At its core though, SmüüVi is designed as a healthy
shake to be sold in gyms and fitness facilities throughout the Loudoun County, Virginia.
SmüüVi will be produced, packaged, distributed and sold in an all-natural recyclable container at
only four (4) ounces, per serving, rather than the traditional eight (8) ounce drinks. Studies show
that nobody, and we mean nobody ever actually finishes a whole smoothie. So our thought
process is to offer an even higher quality smoothie, but at half the volume, and more importantly
half the cost.
Company’s Mission Statement and Rationale
“The SmüüVi mission is to provide the highest quality smoothie derived from the
freshest farm ingredients to our exclusive valued customers that seek an alternative to oversized
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
2
and overpriced smoothies. We pride ourselves on being an ethically responsible company that
embraces the concept of reduce, reuse, and recycle in the packaging of our power packed and
flavorful smoothie shakes to deliver a quality refreshing and trusted workout drink to our
dedicated fitness consumers.”
SmüüVi is an original frozen food company encouraging and supporting healthy mixtures
of smoothies made from fresh ingredients obtained fresh from the farm. Our company’s mission
is to work on improving gym drink choices by making beverages that are flavorsome that include
elements that are healthy to include fruits that are fresh, vegetables, juices and milk in various
forms. By making the shake-like beverages in smaller packaging, we can ensure to control
associated production costs, and maintain greater flexibility in our unique on-demand sales
model. Our smoothies are cold stored and are full of nutrients, it is a way for us to ensure that
we provide healthy, safe shakes that they are nutritionally well balanced (Robson, 2015). We
focus on using ingredients provided by the local farmers to propagate back into the society as
well as boost growers that are in the local areas. We view our company as a partner to our
community, employees and a product of our environment. Our product is merely a mixture of
ingredients that are gotten from the local farmers mixed to make a creation that is beautiful. We
currently have no plans of expansion to be a regionally known company. Instead, we envision
becoming so successful within the gyms and fitness facilities in Loudoun County that we become
a household name. Thereby paving the way to possible growth into neighboring Fairfax County.
Our business is a startup and as such, we are very cautious in getting ahead of our
production capability versus the foreseen high local demand of our product. We are confident in
the inevitable success of the sales of our smoothies, so ideally we prefer a slower, more tempered
pace of a roll out of SmüüVi. This affords us an opportunity to grow our critical staff with
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
3
subject matter experts (SMEs). We presently run at different local farmers’ markets in the
Loudoun County region. As far as the rest of our business, our objective is to have normal to
tempered development in the chosen county and increase methodically through the eastern
seaboard. The major goal of this company will be to develop a franchise opportunity where
people buy into our model that we apply in business. Provided that there is not large production
or demand of the product as everything is made in the store, it’s more of the notion that
individuals will be trading or applying for the act of buying successful franchises.
Trends in the non-alcoholic beverage industry
The reasons behind choosing the smoothie industry are simple, first mostly because they
are healthy, the second reason is, they are substituted as a meal or a snack and lastly because they
are comfortable, quick to make and portable. Smoothies are mostly manufactured in all places
with the right tools and ingredients, and the methodology and Ingredients are endless. With
everyone on the go to a job, institutions like schools, and in additional activities, it is not easy to
make meals that are balanced (Schumuller, 2013).
So, with that said, our model takes into account the reasoning behind our method:
1. Peddled in Gyms and Fitness Facilities – Folks here are obviously health conscious as
they are working out trying to better themselves physically. We can exploit this dynamic.
2. Packaging to Price Point – Many athletes, or those who want to become so, feel better
drinking health targeted smoothies, but some are turned off by the size and cost. Ours
will be specialized at half the cost, and half the size.
3. Quick and Easy – Our plan is to initially offer our product free on display. Just grab and
go at no cost. Then, through intense specialized marketing, we plan on exploiting the
“word of mouth” on how delicious and convenient our drinks are. Then we will install
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
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brightly illuminated vending machines that accept any and all types of payments from
Apple Pay, to Credit Cards, to PayPal, and yes, even to BitCoin. Our goal is to vend to
any and all types of paying customers, even if it is on credit or I.O.U., we are going to
find some way to get your money!
All of this is done for the favor of the consumers who aim at getting nourishments that are
healthy and that are reliable in the drinks of these consumers. Other drinks that are sugary will
rot on the shelves since our smoothies cater for the need and the desires of the targeted gym
consumers. Once sugary drinks go away, they will create space on the shelves, and in vending
machines, for other drinks that give energy and that have nutritional value. In today’s trends, we
see that drinks absolutely need to be nutritionally improved by reducing calories and using
ingredients that are simple, organic, nutritional, and healthy. Finally, we know that currently, the
U.S. as a whole has the largest market for the smoothie industry on a global scale. In fact, the
Asia-Pacific market is the fastest growing. That information, coupled with census data showing
a spike in Loudoun County Asian growth for three straight years gives us a clear path to success.
So, trends in our targeted local market of Loudoun County will obviously follow suit.
Strategic position from the course text
We learn from our text that “Strategic Position Is More than Advertising.” We also learn
that there are many strategies to take. We are choosing “Customer Perception Factors.” We will
take the lead in ensuring that our customers know that we are the best for them, at half the cost of
other “so-called” healthy smoothies. The aim of this company is to offer quality products to its
customers and be featured among the leading company of this industry of beverages. However,
one of its strategic position is meant to attain the company set goals by coming up with a view
that stresses on the commodities that are produced using ingredients that are grown in the local
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
5
areas, choices that are specialized individually and the description of the company and its SWOT
analysis. The stable strategic position examines several factors that may affect this company
directly or indirectly. For instance, we have the trends of the industry, the company’s target
group or market, the environment of the product and the strengths of the company.
For instance, the company’s target is mostly seeing the consumers or the customers being healthy
due to the healthy drinks and healthy meals they take that reproduced by our company. Our
market is still growing and becoming stronger as a result of our fast, creative and different
alternatives to snacks and other products. The consumers that our company targets are trying our
new products that emphasize the healthy minimal sized and priced product to stay healthy and
avoid the condition of obesity. This obesity is mostly caused by eating or taking products that
have high amounts of calories and provide too much product at eight (8) ounces, unlike ours at
four (4) ounces per serving.
However, our company may experience several challenges like competition. But we plan
on mitigating this competition by taking the advice from our texts’ cited Eric Ries, telling us in a
“Lean Start-up” strategy to take the market by storm as quickly as possible. That’s our plan.
There are few competitors that exist on a larger scale within our targeted sales market. Even
though none of our company’s competitors produces our style of a smoothie, there are other
companies that insert pressure on our company since they are large smoothie companies. This
pressure changes the mobility of the building platform, but kind of allows us a pathway to
consumer wooing. We are local. They are big corporate business. We are your neighbors.
They suck. It’s all about winning the hearts and minds of the local consumer, and we are
prepared to do so.
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
6
Company’s distribution channel overview
Our products, the SmüüVi, are distributed in the right channel by being given directly to
our targeted consumers. The company’s products are manufactured and directly available to the
thirsty customers at the gym via incredible new age vending machines located in every fitness
facility throughout Loudoun County. This channel is the best and the recommendable method of
delivering products to our consumers. This direct contact will increase the number of consumers
since the company can interact with the customers with new technology (interactive vending
machines, with live 24/7 fitness pros on screen). The distributed products are the delicious
shakes and the patented SmüüVi. The other method that consumers get our products is through
online ordering since we have digital walls in gyms where they can access and order all of their
products they would like (Businisova, 2017). The management order and all orders that are
made through our company website are managed by our facility of the development of products.
Finally, our local distribution channels will be targeted to a plethora of local fitness facilities
including, but not limited to these gyms in Loudoun County: Golds Gym, Planet Fitness,
CrossFit, Lifetime, LA Fitness, OneLife, and many others, with local community centers
included like Claude Moore Recreational Center and Ida Lee Fitness Facility in Leesburg,
Virginia.
Types of risks that our company faces
Our business encounters several challenges like the risk of competition, the product, and
the regulatory risk. The issue of the products is that they are at risk of being supplied by the
locally located farmers. Some of these products are; honey, milk and vegetables since they can
be affected by climate change. Other products are at risk and can be affected by climate change
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
7
(Gyramati, 2015). The greatest threat among the three is the regulatory risk. For instance, if the
ingredients used in making these smoothies are infected, they affect the operations of a company.
The third risk is the competitive risk which lacks concentration in the city. These stated risks
affect the daily operations of this company. A stern strategy should be sought to prevent this
company from such exposure to threats that affect the normal activities. So, with these
highlighted, here are the specific risks:
1. External supplies: We remain at risk from the perils of locally grown farmers.
2. Regulatory Risks: We remain at risk from the FDA and others who prescribe our
“necessary” or “forbidden” ingredients.
3. Natural Risks: We can tell by historical algorithms that production is not always
guaranteed. We must mitigate that by having indoor production facilities to protect
against the weather elements.
Specific S.W.O.T. analysis as follows on the next page:
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
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The SWOT analysis for SmüüVi
Strengths
1. Local production and sales
2. Product derived locally
3. Specialized ingredients over
competitors
4. Differentiated products
5. Local promotion
Opportunities
1. Corporate structure – ability to recruit
from local SMEs
2. Limited Market – No pressure to
produce on a larger scale
3. Name Branding – Attractive and
popular logo for millennials
4. Fatboy Diet – Reduced packaging to
entice consumers into a reduced
package smoothie market
5. Neighboring thirsty counties –
counting on word of mouth sales
Weakness
1.
2.
3.
4.
5.
Competition v. global scale
Market saturation
Production ability
Capital funding
Marketing Cap
Threats
1. Capital limitation – weak in the
event of popularity
2. Market Saturation – New and
existing smoothie companies
offering similar products
3. Distribution – Ability to
convince gyms to allow our
vending machines in their
facilities
4. Reliance on external farmer
markets supply
5. Weather – dependent upon
successful growth of
ingredients
The company’s description clearly shows how the operation has been for the past years
and what the company goes through in the market despite the challenges that it encounters. For
instance, in some years, there is an increase or rise in the amount of smoothie that is purchased or
may be consumed. Also, there is an increase in the sales regarding the cold beverages. The sales
have improved as a result of improvement in the appetite of most of the customers. If the
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
9
customers buy more than normal then the number of sales will rise up or will be boosted and if
the consumers take less than normal, the number of sales will decrease or reduce. From the
analysis, it is clearly shown that the sales of this company for the past few years, has gone up as
the consumers are buying more than what they used to initially. This steady increase is as a
result of an increase in the appetite of most of the consumers.
However, SWOT analysis shows it all or what our company encounters. This analysis
depicts the strengths, weaknesses, opportunities, and threats that our company goes through. For
instance, the advantages include: the company focuses on the management staff, the company is
at a suitable location, and it has a brand product which is innovative. Moreover, the company
uses organic ingredients in making a smoothie; it involves a diverse offering of the menu and a
variation in the market target. Some of the weaknesses are, a focus that is narrow, lack of sales
that are strong and the point of competition where the products are undifferentiated.
Additionally, the company goes other weaknesses like the in the availability of capital, scare
knowledge of procedures of freezing and consolidation of the market of the smoothie products.
These are the internal factors that affect the company and has several opportunities and
encounters several threats. There are external factors that affect our company. The great
opportunities that our company has included; the potential that is accorded by the new market,
the chance of growing demand like the internet and segment of the market that is displayed for
the growth and development (Langbacka, 2018). Also, the company has a chance of establishing
a partnership with health foods stores and setting up a market of weight loss. The establishment
of these partnerships makes it easy to run most of the company’s activities and lessen the number
of threats that SmüüVi encounters. Some of the threats that the company goes through are most
of the major competitor’s chip in the market, the climatic change which affects the accessibility
WEEK 03: ASSIGNMENT 1: COMPANY DESCRIPTION AND SWOT ANALYSIS
10
of some of the product’s ingredients and the presence of similar products from other companies.
Other innovative commodities from the major competitors and demand that could lead to the
reduction of the slowdown of the economy.
References
Buzinisová, A. (2017). A Business Plan for Healthy Food Vending Machines at Tomas Bata
University in Zlín.
Gyarmati, A. (2015). From monologue to dialogue: digital content strategy for corporate
marketers.
Långbacka, A. (2018). Pros and cons of different market entry modes: A study of Finnish
companies entering the South Korean market.
Robson, W. (2015). Strategic management and information systems. Pearson Higher Ed.
Schmuller, J. (2013). Statistical analysis with excel for dummies. John Wiley & Sons.

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