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BUS 599 Assignment 1 Company Description
and SWOT
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Assignment 1: Company Description and SWOT Analysis about
Due Week 3 and worth 100 points
In this assignment, you will conduct a SWOT (Strength, Weakness,
Opportunity, and Threat) analysis for the type of beverage you have
selected, and for your company overall. As you work on the
assignment, consider why you have chosen one type of non-alcoholic
beverage over another and the reasons for that choice. As you
complete your SWOT analysis, be sure to include external factors
such as industry / market trends and competition, and internal factors
such as your capabilities or abilities to reach certain market segments.
Write a three to five (3-5) page paper, in which you:
Create your revised NAB company name and explain its significance.
Develop your revised company’s Mission Statement and provide a
rationale for its components.
Hints:Use the Statement of Mission template on pp. 72-73 on the
course textbook: Successful Business Plan to aid your development.
Click here for help accessing a specific page number in your eBook.
Extracting appropriate information from the NAB company portfolio,
where applicable. You should fill in other required items in the
template using your personal preferences.
Describe the trends in the non-alcoholic beverage industry, especially
the specific type of beverage category you have chosen. Justify at

least three (3) reasons why you have chosen this type of non-alcoholic
beverage.
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. Use the worksheet in the course text (p. 88
|Past and Future Growth of Your Industry) to help you project the
future growth rate. Consider the use of industry associations and
search engines to find reliable, recent data.
Choose one (1) strategic position from the course text (pp. 142–143)
that you believe is the best 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. Provide an overview of your company’s 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 direct-to-consumers, such as online via a monthly
subscription, how will you manage warehousing / fulfillment /
shipping?
Outline at least three (3) types of risks (including any regulatory risks)
that your business faces. Describe your company’s plan to mitigate
such risk.
Hints:You may refer to the types of risk listed in the course text (pp.
148–149)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?
Develop a SWOT analysis for your NAB company using the SWOT
matrix worksheet in the course text (p. 153 |SWOT: Strengths /
Weaknesses / Opportunities / Threats)
Hints:What are your company’s 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 company’s 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 company’s 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, changing
tastes?
Hints:What are your company’s 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?
Format your assignment according to these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; references must follow APA or
school-specific format. Check with your professor for any additional
instructions.
Include a cover page containing the title of the assignment, the
student’s name, the professor’s name, the course title, and the date.
The cover page and the reference page are not included in the
required page length.
Cite the resources you have used to complete the exercise.Note:There
is no minimum requirement for the number of resources used in the
exercise.
The specific course learning outcomes associated with this
assignment are:
Analyze the role of a company mission, vision, and objectives and the
impact to business strategy.
Describe strategic planning techniques used to formulate alternative
strategies designed to achieve stated business goals.

Analyze the external and internal environment for opportunities,
threats, strengths, and weaknesses that impact the firm’s
competitiveness.
Use technology and information resources to research issues in
strategic management.
Write clearly and concisely about strategic management using proper
writing mechanics.
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BUS 599 Assignment 2 Marketing Plan
Assignment 2: Marketing Plan
This assignment consists of two (2) sections: a marketing plan and
sales strategy, and a marketing budget. Note: You must submit both
sections as separate files for the completion of this assignment.
For the first six (6) months your company is in business—to give you
time to perfect your product and to learn from actual customers—you
will start marketing and selling in your own community, a radius of
twenty-five (25) miles from where you live.
For most non-alcoholic beverages, marketing (as opposed to the
actual product itself) is key to success. Cola drinks, for example, are
fairly undifferentiated, as are many energy drinks, juices, bottled
water, and the like. Companies producing these types of beverages
differentiate themselves and attract market share through marketing
and brand awareness—both of which are critical to success.

Section 1: Marketing Plan & Sales Strategy (MS Word or equivalent)
Write the three to five (3-5) page Marketing Plan & Sales Strategy
section of your business plan, in which you:
1. Define your company’s target market.
a. Analyze the types of consumers who will be drinking your
beverage in demographic terms (i.e., age, education level, income,
gender, ethnic group, etc.). Support your analysis with actual data on
the size of the demographic groups in your local community (nearby
zip codes).
b. Outline the demographic information for your company specified
on the worksheet in the course text (p. 107 | Demographic
Description).
§ Hints: At American FactFinder (http://census.gov), you will find
demographic information on potential consumers in your area. If you
are selling through other businesses (such as grocery stores), indicate
the number of those businesses in your local area. You will find
information about such businesses in your local area at County
Business Patterns (http://www.census.gov/econ/cbp/). Check Chapter
2 of Successful Business Plan for more research sources.
2. Assess your company’s market competition.
a. Use the factors listed in the course text graphic (p. 123 | Assess the
Competition) to assess your company’s market competition.
b. Defend your strategy to successfully compete against market
leaders in your segment.
§ Hints: For example, in the soft drink market, it is intimidating to try
to compete against Coke and Pepsi. Newcomers in mature markets
typically must pursue niche markets or even create new market
categories, as Red Bull did with energy drinks.
c. Defend your plan to differentiate yourself from the competition
using the information detailed on the worksheet in the text (p. 131 |
Market Share Distribution).
§ Hints: Every business faces competition and the non-alcoholic
beverage market is an especially crowded market.
3. Clarify your company’s message using the information provided on
the worksheet in the text (p. 160 | The Five F’s).
o

§ Hints: Before you choose your marketing vehicles, you must
determine the message you want to convey through those vehicles.
4. Identify the marketing vehicles you plan to use to build your
company’s brand. Justify the key reasons why they will be effective.
Provide examples of other non-alcoholic beverage companies that use
these tactics effectively.
o
§ Hints: If you plan to use online marketing tactics, refer to the
worksheet in the text (p.171 | Online Marketing Tactics) to aid your
response. Remember that even if you’re selling through grocery stores
you need to build your brand and social media is a major part of that
in regard to beverages. Some of the marketing tactics that beverage
companies use include: sampling in grocery stores, building a
following on social media, sponsoring events, exhibiting at trade
shows attended by retailers, and so on. You will use a combination of
these tactics. For example, if you decide to give out samples in
grocery stores, promote your sampling on your social media networks
and those of the grocery store.
o
§ Hints: If you are planning to distribute through resellers, describe
how you plan to reach them, for example, through industry trade
shows or by establishing your own sales force. For information on
trade shows, visit the Trade Show News Network
(http://www.tsnn.com). You can exhibit or network at these shows.
5. Format your assignment according to these formatting
requirements:
a. Cite the resources you have used to complete the exercise. Note:
There is no minimum requirement for the number of resources used in
the exercise.
b. Be typed, double spaced, using Times New Roman font (size 12),
instructions.
c. Include a cover page containing the title of the assignment, the

Section 2: Marketing Budget (MS Excel worksheets template)
Section 2 uses the “Business Plan Financials” MS Excel template
(see: Course Required Files in Week 1). Use the “Business Plan
Financials Guide” (see: Course Required Files in Week 1) to support
your development of the Marketing Budget.
6. Complete the Marketing Budget worksheet for your company.
o
§ Hints: The goal of the marketing budget is to help you determine
how much it will cost you to reach your market and achieve your
sales goals.
§ Hints: When filling out the “Marketing Budget” worksheet in the
Excel spreadsheet:
o Begin in the current year and complete a marketing budget for the
first year of your business. The information you enter in the
marketing budget spreadsheet will flow through to your “Income
Statement” in the Business Plan Financials.
o Leave the number at zero (0) for any marketing vehicles you do not
intend to use.
o Remember that all marketing activities involve costs. If social
media represents a significant portion of your marketing, assume you
will have cost of advertising and that should be reflected on your
budget. Even if a social media site charges nothing to use it, you will
need to use company resources to manage the site, pay someone to
execute your social media marketing campaigns, and will most likely
pay for ads on that site.
o Do NOT leave the “Marketing Budget” blank, assuming you will
not have any marketing costs.
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BUS 599 Assignment 3 Part 1 Operation,
Technology, and Management Plan

Assignment 3 Part 1: Operation, Technology, and Management Plan
Use the “NAB Company Portfolio”.
Write a three to six (3-6) page paper in which you provide the
following information below.
Operations Plan (1 – 2 pages)
Note: Remember to assign a dollar amount to each operational cost
you find, as you will need these figures for your income statement and
cash flow in Week 8.
Create an operations plan for your NAB company using the template
in the text as a guide (p. 214 | Operations Plan Preparation Form ).
Extract appropriate information from the NAB Company portfolio,
where applicable. Other required items in the template should be
filled in using your personal preferences.
Provide a rationale for the competitive advantages section using
appropriate functional-level and business-level strategies to explain
the competitive advantages.
Note: Much of the research pertaining to the hints provided here can
be found in the NAB company portfolio.
Hints: Consider whether you will rent or buy your facilities or
outsource production to an existing company.
Hints: One of your biggest expenses as a startup non-alcoholic
beverage company will be transitioning from a small batch prototype
of your beverage to production on a large scale. Research the
equipment you will need (vats, refrigerators, burners, ovens, bottling
equipment, and so on), whether you will rent or buy, how you will
maintain and clean it, and so forth. Consider how you will ensure
quality control. What capacity do you intend to reach?
Hints: Deliberate your inventory control. Where do your supplies
come from and what is your turnaround time to produce your
beverage once you have received an order?

Hints: Consider your distribution method. Refer back to your notes
for the SWOT analysis assignment in Week 2 of class.
Hints: How will you stay abreast of new developments in your
industry? What new products do you have in development now, in
addition to your flagship product?
Describe your research and development activities and explain how
they will contribute to the company.
Technology Plan (1 – 2 pages)
Create a technology plan for your NAB company using the template
in the text as a guide (p. 227 | Technology Plan Preparation Form ).
Provide a rationale for the personnel needs section by incorporating
appropriate functional-level strategies.
Hints: Consider the type of technology your company will use to
conduct the following activities: manage personnel; take, fulfill, and
track orders; manage inventory; communicate with customers and
provide customer service; and produce your beverage.
Management & Organization (1 – 2 pages)
Create a management plan for your NAB company using the template
in the text as a guide (p. 248 | Management Plan Preparation Form ).
Using the flow charts on p. 242 as a guide, outline your company’s
management hierarchy. Note: Charts or diagrams must be imported /
included in the MS Word document.
Provide a rationale for the management structure and style section by
incorporating appropriate functional-level strategies.
Cite the resources you have used to complete this exercise. Note:
the exercise.

instructions.
assignment are:
Create a plan to implement a firm’s strategy and manage the change
from current operations.
writing mechanics.
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BUS 599 Assignment 3 Part 2 Business Plan
Financials only
Section 2: Business Plan Financials (MS Excel worksheets template)
For year one, revise and submit the Income Statement, Cash Flow
Projections, and Balance Sheet sections from the “Business Plan

Financials” MS Excel template (see: Course Required Files in Week
1).
assignment are:
Analyze strategies for exerting the internal leadership needed to drive
the implementation of strategic initiatives and improve operating
excellence.
writing mechanics
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BUS 599 Assignment 4 Presentation
Assignment 4: Presentation
After you have fleshed out your business plan you will have the
information you will need for a slide presentation (e.g., PowerPoint).
This 12-slide presentation conveys the most important aspects of your
business in a short time. More sophisticated investors, such as angel

investors and venture capitalists, will typically not look at your
written business plan until they have seen your slide presentation.
Presentation (MS PowerPoint or equivalent)
Create a 12-slide presentation. Follow the outline on pp. 343–346 for
the critical slides of your presentation and their placement.
Hints: Include the highlights of your elevator pitch, which shows that
you understand your business. The elevator pitch is a concise
description of your company—its product, market, competitive
advantages, and so on. Whether pitching your business to an investor
or describing it to a potential connection at a networking event, you
need to be able explain your business succinctly to someone in the
amount of time it would take to ride up a few floors in an elevator.
Use the worksheet in the text (p. 362 | Your “Elevator Pitch”) to
develop your elevator pitch.
Hints: You must limit your presentation to twelve (12) slides. You do
not want to overwhelm your audience with too many slides or bore
them with information they already know.
Cite three (3) resources you have used to complete the exercise.
Citations and references must follow APA format. The reference page
is not included in the required page length
assignment are:
excellence.
writing mechanics.
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BUS 599 Assignment 5 Business Plan Final

Assignment 5: Business Plan – Final
This assignment consists of two (2) sections: your final business plan
and your business plan financials. Note: You must submit both
sections as separate files for the completion of this assignment.
You have completed all of the necessary sections of your business
plan and will now create a final draft. Use any / all feedback you have
received to polish your plan to the point that you could confidently
show it to investors and potential partners or customers.
Refer to the Outline of a Business Plan, beginning on p. 399 of the
course text. Not all businesses will include all of these components in
this order, but use the outline as a guide. Specifically your plan will
not require the Development, Milestones, and Exit Plan section of the
business plan.
Section 1: Business Plan (MS Word or equivalent)
Construct a ten to thirty (10-30) page business plan. Note: Twenty
(20) pages are sufficient for most businesses.
Write a one to three (1–3) page executive summary for your business
plan, in which you justify:
A clear and concise business concept.
A thoroughly planned business concept.
A capable management structure.
A clear-cut market need.
Significant competitive advantages for your business.
Realistic financial projections.
That investors have an excellent chance to make money.

A realistic and developed exit plan.
Note: Read Chapters 4 and 18 of the course text: Successful Business
Plan . Use the plan preparation worksheets on pp. 58–61 and the
sample executive summaries on pp. 62–66 to help guide you, choose
to write either a synopsis summary or a narrative summary, and
include highlights from the each section of your business plan.
Combine all of the sections stated below and revise your initial
business plan draft, which you submitted in Week 8, based on
feedback you have received.
Executive Summary
Company Description (Assignment 1)
Industry Analysis and Trends ( Assignment 1 )
Target Market ( Assignment 2 )
Competition ( Assignment 2 )
Strategic Position & Risk Assessment ( Assignment 1 )
Marketing Plan & Sales Strategy ( Assignment 2 )
Operations Plan ( Assignment 3 Part 1 )
Technology Plan ( Assignment 3 Part 1 )
Management & Organization ( Assignment 3 Part 1 )
Ethics & Social Responsibility ( Assignment 3 Part 2)
The Financials ( Week 7 Discussion )
The Financials and the Management description—must spark enough
interest to convince a reader to continue. Enhance the two (2)
mentioned sections to appropriately engage the reader.
Hints: The financial section of your business plan will be derived
from the previously completed financial worksheets.
Cite the resources you have used to complete the exercise. Note:
the exercise.
instructions.

Section 2: Business Plan Financials (MS Excel worksheets bundled
with course textbook)
For year one, submit a revised Income Statement, Cash Flow
Projection, and Balance Sheet from the “Business Plan Financials”
Excel template based on your feedback from Project Deliverable 4:
Business Plan – Draft .
assignment are:
excellence.
writing mechanic
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BUS 599 Week 1 Discussion
Create your NAB company name and explain its significance.

• Develop your company’s Mission Statement and provide a
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BUS 599 Week 1to11 All Discussion Questions
Create your NAB company name and explain its significance.
• Develop your company’s Mission Statement and provide a
Suppose Honest Tea has hired you as a consultant to evaluate the
completeness of their strategy for future growth. Base your evaluation
on the provided SWOT analysis.
Week 3:
There are two (2) very different target markets and sales forces
discussed in the videos. Identify some of the key differences between
the organizations’ sales forces and target markets.
Explain the value of developing a sales force based on the target
market. Use examples from each video to support your response.
A Rotten Apple?" Please respond to the following:
Watch the following 2013 Bloomberg’s video:
https://youtu.be/glnTz5HD05U
Based on the video, fast forward to current day and give your opinion
on whether or not Apple’s product strategy should change given its

current rate of success and potential competing companies (i.e.
Samsung, etc.) operating within their market. Provide a rationale for
your response.
For reference, review the supplemental article titled, "Competitve
Strategy", which discusses Michael Porter’s Five Forces.
Week 5:
"Smooth Operator"
Elaborate your own definition of production operations management,
including manufacturing and service operations. Then, assess the
implication of technology in your definition. Lastly, appraise the
impact of your previous responses to your Operations, Technology,
and Management Plan development.
Week 6: "Thirsty for the Triple Bottom Line"
Evaluate Seth Goldman’s leadership performance on the concept of
the “Triple Bottom Line” using at least two (2) examples from both
resources (at least four [4] total examples) to support your evaluation.
Week 7:
Use the “NAB Company Portfolio” (see: Course Required Files in
Week 1) for reference. Provide the following information below.
1. For year one of your NAB company’s Business Plan,
complete the Income Statement, Cash Flow Projections, and Balance
Sheet sections from the “Business Plan Financials” MS Excel
template (see: Course Required Files in Week 1). Note: Attach the
MS Excel worksheet to the discussion thread.
o Hints: Your marketing costs should already be included as you
created your Marketing Budget in Week 4 and those will be filled in
automatically.
o Hints: Use the figures you arrived at in the operations and
technology sections of your plan to help fill out your financial forms.
o Hints: Work through the worksheets in order. The excel
worksheets will automatically enter the numbers into your Income
Statement.
**See Attachment

1. Develop the following financial sections of your NAB
Company’s Business Plan. Note: Attach the MS Word document to
the discussion thread.
"Mission Possible"
• Describe how an organization’s mission statement and values
are supported by specific aspects in the marketing, operations,
technology, management, and social responsibility sections of a
business plan.
• In a real life situation, feedback from your business plan
development team can be extremely valuable. Explain the value of
receiving feedback from your ‘team’ (your instructor and fellow
students) on the various sections of your non-alcoholic beverage
(NAB) business plan while you work towards making necessary
revisions.
Week 9: “Pitch Perfect”
Rank the given factors in order of importance when developing an
elevator speech, and provide a rationale for your response.
Week 10
"I Have a Plan"
Per the text, planning isn’t just what you do to go into business; it’s
what you have to do to stay in business. Speculate on the planning
mechanism(s) that you believe would work well for your NAB
business if implemented properly. Provide a rationale for your
response.
Week 11:
"Stronger Than Yesterday"
Suppose you were invited to join a team in charge of developing an
organization’s Business Plan. Explain the strengths that you
personally would bring to the team. Provide a rationale for your
response.
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BUS 599 Week 2 Discussion Growing Honest
Tea
Suppose Honest Tea has hired you as a consultant to evaluate the
completeness of their strategy for future growth. Base your evaluation
on the provided SWOT analysis.
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BUS 599 Week 3DiscussionOverall Rating
Week 3:
There are two (2) very different target markets and sales forces
discussed in the videos. Identify some of the key differences between
the organizations’ sales forces and target markets.

Explain the value of developing a sales force based on the target
market. Use examples from each video to support your response.
********************************************************
************************
BUS 599 Week 4 Discussion A Rotten Apple
A Rotten Apple?" Please respond to the following:
Watch the following 2013 Bloomberg’s video:
https://youtu.be/glnTz5HD05U
Based on the video, fast forward to current day and give your opinion
on whether or not Apple’s product strategy should change given its
current rate of success and potential competing companies (i.e.
Samsung, etc.) operating within their market. Provide a rationale for
your response.
For reference, review the supplemental article titled, "Competitve
Strategy", which discusses Michael Porter’s Five Forces.
********************************************************
************************
BUS 599 Week 5 DiscussionSmooth Operator

Week 5:
"Smooth Operator"
Elaborate your own definition of production operations management,
including manufacturing and service operations. Then, assess the
implication of technology in your definition. Lastly, appraise the
impact of your previous responses to your Operations, Technology,
and Management Plan development.
********************************************************
************************
BUS 599 Week 6 DiscussionThirsty for the
Triple Bottom Line
Week 6: "Thirsty for the Triple Bottom Line"
Evaluate Seth Goldman’s leadership performance on the concept of
the “Triple Bottom Line” using at least two (2) examples from both
resources (at least four [4] total examples) to support your evaluation.
********************************************************
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BUS 599 Week 7 DiscussionNAB Company
Portfolio

Week 7:
Use the “NAB Company Portfolio” (see: Course Required Files in
Week 1) for reference. Provide the following information below.
For year one of your NAB company’s Business Plan, complete the
Income Statement, Cash Flow Projections, and Balance Sheet sections
from the “Business Plan Financials” MS Excel template (see: Course
Required Files in Week 1). Note: Attach the MS Excel worksheet to
the discussion thread.
Hints: Your marketing costs should already be included as you
created your Marketing Budget in Week 4 and those will be filled in
automatically.
Hints: Use the figures you arrived at in the operations and technology
sections of your plan to help fill out your financial forms.
Hints: Work through the worksheets in order. The excel worksheets
will automatically enter the numbers into your Income Statement.
**See Attachment
Develop the following financial sections of your NAB Company’s
Business Plan. Note: Attach the MS Word document to the discussion
thread.
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BUS 599 Week 8 DiscussionMission Possible

"Mission Possible"
Describe how an organization’s mission statement and values are
supported by specific aspects in the marketing, operations,
technology, management, and social responsibility sections of a
business plan.
In a real life situation, feedback from your business plan development
team can be extremely valuable. Explain the value of receiving
feedback from your ‘team’ (your instructor and fellow students) on
the various sections of your non-alcoholic beverage (NAB) business
plan while you work towards making necessary revisions.
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BUS 599 Week 9 DiscussionPitch Perfect
Week 9: “Pitch Perfect”
Rank the given factors in order of importance when developing an
elevator speech, and provide a rationale for your response.

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BUS 599 Week 10 DiscussionI Have a Plan
Week 10
"I Have a Plan"
Per the text, planning isn’t just what you do to go into business; it’s
what you have to do to stay in business. Speculate on the planning
mechanism(s) that you believe would work well for your NAB
business if implemented properly. Provide a rationale for your
response.
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BUS 599 Week 11 DiscussionStronger Than
Yesterday

Week 11:
"Stronger Than Yesterday"
Suppose you were invited to join a team in charge of developing an
organization’s Business Plan. Explain the strengths that you
personally would bring to the team. Provide a rationale for your
response.
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