Option 1Option 2IntroductionAs Module 6 show.docx

Option 1:
Option 2:
Introduction
As Module 6 showed, the Mexican-American War exposed a
deep national divide over the role and future of slavery in the
United States. The controversies that had been engendered by
the war—Texas’ annexation, the Wilmot Proviso, and the Treaty
of Guadeloupe Hidalgo—only quickened during the 1850s. The
cascade of events in the 1850s (by which we also include the
election of 1860) led to the secession of the Lower Southern
states and the start of the Civil War itself. During the first few
months of war, both sides struggled to find strategies to force
the other side to terms. This chapter addresses the events of the
1850s, the election of 1860 and its aftermath, secession, and the
first few months of the Civil War.
1. The Compromise of 1850
While some may have felt that victory over Mexico cemented an
American national identity, the impact of sectionalism was the
decade’s constant refrain. Without committing overly to a sense
of inevitability about the Civil War, it is easy to see how the
Mexican-American War set in motion a series of events that
resulted in war just barely a decade later.
As we discussed in the last module, the Wilmot Proviso, which
failed to pass during several attempts, had stirred Southern
paranoia that the North could not be trusted to maintain the

free-slave state equilibrium. Likewise, Northerners may have
celebrated American victory in the recent war, but criticized the
strength of the Southern “slave power” in politics. One primary
fear was that the “slave power” would open the western
territories to slavery, thereby undercutting the “free labor”
ideology and shutting out free-state settlers.
The issue of slavery in the new territories might have remained
a backburner issue had it not been for the discovery of gold at
Sutter’s Mill, California, in 1848. That event opened the way
for a mass American migration west. The sheer number of
migrants required the northwestern territories be organized
and/or be put on the path to statehood. Likewise, Southerners
wanted the southwest territories organized so slavery would be
legally recognized. Southerners were aware that California
would like come into the Union as a free state, so slave interests
needed to be protected elsewhere.
The territorial issue, combined with other pressing section-
related issues, convinced Congressional leaders to consider
some “grand bargain” to resolve them. If compromises had been
made in 1789 and 1820, why not in 1850? A package of bills
was assembled and finally passed after furious debates over the
first part of the year.
The final bills provided for:
· California to be admitted as a free state
· Texas to cede its New Mexico claims to the US and, in
exchange, the US would assume much of its pre-admission debt
· The remaining territory from Mexico to be organized without
specific mention of slave or free status
· The slave trade (but not slave ownership) to be abolished in
the District of Columbia
· A strengthened law regarding the return of escaped slaves, i.e.
the Fugitive Slave Act (Links to an external site.)
The Compromise of 1850 may have had something for everyone
to like but it also had something for everyone to hate.
Northerners were particularly outraged by the Fugitive Slave

Act of 1850, a beefed up version of earlier measures. Law
enforcement officers were required to participate in the
recovery of accused escaped slaves—even though many
Northern states had laws banning such collaboration.
Slaveowners faced an easier time claiming persons as escaped
slaves and the law authorized special commissions to decide the
fate of accused runaways without calling witnesses nor enacting
normal procedural safeguards. Those who refused or harbored
runaways were subject to arrest and fines. To Northerners, the
Fugitive Slave Act represented the stark reality of the “slave
power.” In many ways, it helped heighten Northern white
sentiments for enslaved blacks and free blacks who might be
maliciously abducted and sent south.
When Harriet Beecher Stowe wrote her famed novel Uncle
Tom’s Cabin (Links to an external site.) in 1852, for example,
her last chapter attacked the Fugitive Slave Act specifically:
For many years of her life, the author avoided all reading upon
or allusion to the subject of slavery, considering it as too
painful to be inquired into, and one which advancing light and
civilization would certainly live down. But, since the legislative
act of 1850, when she heard, with perfect surprise and
consternation, Christian and humane people actually
recommending the remanding escaped fugitives into slavery, as
a duty binding on good citizens,—when she heard, on all hands,
from kind, compassionate and estimable people, in the free
states of the North, deliberations and discussions as to what
Christian duty could be on this head,—she could only think,
These men and Christians cannot know what slavery is; if they
did, such a question could never be open for discussion. And
from this arose a desire to exhibit it in a living dramatic reality.
She has endeavored to show it fairly, in its best and its worst
phases. In its best aspect, she has, perhaps, been successful;
but, oh! who shall say what yet remains untold in that valley
and shadow of death, that lies the other side?
The Fugitive Slave Act motivated many black Northerners to
move north into Canada to avoid potential kidnapping.

Northerners also believed that the Fugitive Slave Act eroded
states’ rights by requiring states disregard their own legal
procedures regarding accused runaway slaves.
2. Party Implosion, Party Fragmentation, Party Reorganization
The Compromise of 1850 fragmented the Whig Party even more
as Southern Whigs found Northern Whigs unreliable. The
Democrats handily won the 1852 election by nominating pro-
Southern/slavery New Hampshire Senator Franklin
Pierce (Links to an external site.). The Democrats’ unity was
illusory, however, and only by comparison with the
disintegrating Whigs could they claim to be a “national
party.The passage of the Kansas-Nebraska Act (Links to an
external site.) in 1854 dealt a death blow to the Whig party
while behind the scenes fostering Democratic disunity. Illinois
Senator Stephen Douglas (Links to an external site.), an
ambitious Democrat with aspirations to national office, thought
he had figured out a way to organize the territory of Kansas-
Nebraska, keep Northern and Southern partisans happy, and
sidestep the disaffection with the Compromise of 1850. The
Kansas-Nebraska Act allowed for voters in the proposed new
Kansas Territory (which bordered Missouri, a slave state) to
decide for themselves whether or not they would have slavery.
This attempt at “popular sovereignty” appealed to the idea of
local control over the process of becoming a state because the
national legislature would leave the issue to local voters, who
presumably understood the issues better.
The Kansas-Nebraska Act had several results. First, it led to the
official breakup of the Whigs. New parties filled the void. The
first was the American Party, an anti-immigrant, anti-Catholic
movement that operated initially as a secret society. They were
nicknamed the “Know-Nothings (Links to an external site.)”
from their pledge to say “I know nothing” if asked about the
movement. The Know-Nothings surged in popularity by

organizing disaffected Northern Whigs and some disaffected
Democrats, particularly in the Northeast where there was a
higher concentration of immigrants. Anti-slavery was not their
main focus, but as the former Whigs took up that cause, the
Know Nothings lost some of their influence to another, new
party.
The other new party was comprised of Northern Whigs and anti-
slavery elements from other parties. Hearkening back to the
early national era, they called themselves Republicans. The
slavery controversy, in particular the fallout from the Kansas-
Nebraska Act, rallied the Republicans from 1854 to 1856. Their
1856 presidential candidate, John C. Frémont (Links to an
external site.), made a respectable showing in the North (he did
not appear on Southern ballots, for reasons which will be
discussed below) and showed that Northern voters would
coalesce around an anti-slavery, anti-Southern platform if the
message was pitched correctly.
3. “Bleeding Kansas”
Senator Douglas’s handiwork soon turned into a monstrosity.
Douglas and other advocates of popular sovereignty predicted a
smooth implementation. Instead, “Bleeding Kansas” provided a
window onto the impending Civil War. Pro- and anti-slave
settlers came into the state, hoping to bring enough voters to
implement a territorial government that they would control.
Violence and electoral fraud was rife, and both sides begged
arms and money from supporters to carry on the fight. The
initial territorial elections had more votes than voters, but that
did not bother Southern politicians who celebrated the popular
decision. Kansas’ pro-slave delegates met in Lecompton to
begin organizing a territorial government with slavery; free-
staters in Topeka and did the same for their interests. Both sides
organized local militia and engaged in periodic skirmishing that
had to be suppressed by the US Army.
President Buchanan was so vocally pro-Southern (despite being

from Pennsylvania) that even his appointed territorial governor
protested Buchanan’s support of the slave-staters. Republicans
rallied Northern voters about the influence of the “slave power”
in Kansas and, by extension, in other future territories. The
Lecompton Constitution (Links to an external site.), the
proposed state constitution written by slave state supporters,
was so odious to Senator Douglas that he broke with and
alienated himself from Southern Democrats over the document.
Kansas was now openly fragmenting the Democrats into
Northern and Southern factions. When Congress voted to admit
Kansas in 1861, after the Southern states had seceded, it was as
a free state.4. The Dred Scott Decision
The mid-1850s witnessed Democrats and the slave states
pushing back against Republican efforts, to some success. The
Republican vulnerability was that any anti-slavery efforts could
be twisted into accusations that they were pro-black and
abolitionist. Democrats made the chargeharges of “Black
Republicanism” with repetition. In response, Republicans
attempted to fine tune their message to audiences that were still
very much racist, if not in full support of slavery, by claiming
that they were about defending the interests of whites and
wished to limit slavery to where it already existed.
The Supreme Court case of Dred Scott v Sandford (Links to an
external site.) (1857), which you will be discussing this week,
altered the political calculus even more. Dred Scott was an
enslaved black man, officially the property of a US Army
surgeon from Missouri. During his master’s military service,
Scott resided in Illinois and the (free) Wisconsin Territory.
Scott married Harriet Robinson, an enslaved woman of another
Army officer. Scott’s ownership passed to his master’s wife
after the master’s death. Scott attempted to purchase his
freedom, was refused, and then sued his owner’s widow.
Scott’s 1847 lawsuit was less hopeless than it appeared at first
sight. Missouri had once recognized that residence in (but not
escape to) a free state meant freedom for an enslaved person.

But by the 1850s, Missouri courts were taking a harder line that
slavery was not affected by residency nor a potential change in
slave/free status. Scott’s claim was rejected by the Missouri
courts so he took his case to the federal court system in 1853,
claiming his freedom. In early 1857, the Supreme Court handed
down its decision.
The Buchanan administration hoped to use the Scott decision to
salvage its reputation and to settle the sectional controversy
decisively. Buchanan personally lobbied the Northern justices,
hoping to secure a unanimous decision.
Chief Justice Roger Taney wrote the 7-2 decision, announced in
March 1857. Part of the case hinged upon whether Scott was by
definition a citizen of either Missouri or the United States, thus
possessing legal standing to sue. The Court ruled that he was
not a citizen and so could not sue, but that the overall issue was
a federal matter worthy of decision. Taney then wrote that the
US Constitution and federal law did not provide for citizenship
nor equal rights to blacks. He argued, “[blacks were] altogether
unfit to associate with the white race, either in social or
political relations; and so far inferior, that they had no rights
which the white man was bound to respect….”
Taney expanded his legal reasoning to new heights in the rest of
his decision. He may have believed that he was providing
exhaustive treatment of the subject, but in the end he stoked the
sectional flames to new heights, too. Taney ruled that federal
legislative acts could not dictate where slavery could be
forbidden when it involved federal property. In other words, the
Court decided that the Missouri Compromise was nullified and
slaves were absolute property, their owners vested with
Constitutional rights to their use and possession.
The response by both sides was swift. Southerners were
heartened that the nation’s highest court agreed with them on
the issue of slave property. As the Cincinnati Enquirer reported
in March 1857 (though a Northern city, Cincinnati had many
Southern and Democratic sympathies): “Southern opinion upon

the subject of Southern slavery…is now the supreme law of the
land” and “the decision crushes the life out of that miserable
Black Republican organization.” For their part, Republicans
challenged Taney’s legal logic, arguing that Congress always
had the power to legislate slavery in the territories. Other
Republicans argued that taken to its logical conclusion, the
Court could overrule bans on slavery everywhere in the United
States. Northern Democrats may have hoped that the Scott v.
Sandford decision would become political reality, but others
like Senator Douglas were dismayed at the sweep of the Court’s
decision. These same politicians were also concerned that
Northern voters would turn against them at the polls.
Douglas had to defend himself against the Scott v. Sandford
case in the 1858 campaign season. If Democrats won the Illinois
state legislature, Douglas would retain his seat (since Senators
were appointed rather than elected). If Republicans won, then
the Springfield lawyer Abraham Lincoln would become the new
senator. Both men traveled the state, engaging in a series of
debates (Links to an external site.). Douglas attempted to paint
the Republicans as abolitionist; Lincoln attempted to portray
Douglas as beholden to the “slave power.”
At Freeport, Illinois, Douglas confronted a question about the
Scott vs. Sandford decision: did the Court’s decision require
that slavery be allowed in the territories? Douglas answered no,
and in what has become known as the Freeport Doctrine (Links
to an external site.) argued that popular sovereignty still ruled,
that a people could exclude slavery by not enacting legislation
to protect it. Such logic may have worked for Douglas in the
debates, but it further diminished his reputation among his
remaining Southern allies. Their take on the Freeport Doctrine
was that voters could defy the Scott v. Sandford decision and
deny slaveowners their guaranteed property rights.
By 1859 it was patently clear that the free versus slave state
balance was a thing of the past—both Oregon and Minnesota
were admitted as free states without any counterbalancing slave
states admitted or planned. Southerners still controlled the

House, dominated the Supreme Court, and had recently elected
two pro-slavery Northern presidents in Pierce and Buchanan.
But Southern fears about the fate of slavery remained strong.
5. John Brown’s Raid
Southern fears about slavery’s future hardened further by an
event at the end of 1859. John Brown (Links to an external
site.) was an obscure Northern farmer, failed businessmen, and
self-made and self-directed abolitionist. Brown’s life turned
around when he adopted the anti-slavery cause and followed
five of his sons to Kansas to participate in the free state
movement there. Brown found purpose in Kansas, rallying free
state forces and engaging in battles against slave state forces.
But in 1856 Brown went from militant abolitionism to murder.
One night in May, he and his supporters responded to a pro-
slavery attack by rounding up and killing five pro-slave
militants. Brown then went on the run, and in the process
became a sort of folk hero to Northern abolitionists who had
grown frustrated with the movement’s innate pacifism and lack
of results. To them, Brown was decisive and dedicated.
Brown then took his plans even further in 1859. With subsidies
from several abolitionists, Brown developed a scheme to launch
a slave insurrection in the South. He and a group of armed
supporters, including several of his sons, planned to raid the
federal arsenal at Harpers Ferry (Links to an external site.),
Virginia (now in West Virginia) in October 1859. Undermanned
and acting against the warnings of many, including noted black
abolitionist Frederick Douglass, the raid commenced on the
night of October 16. It failed almost from its start. After a brief
siege, a detachment of US Marines under the command of Lt.
Col. Robert E. Lee battered down the last of Brown’s defenses
and captured him.
Within two weeks Brown was put on trial by the state of
Virginia for treason, not by the federal government. Rejecting
his attorney’s pleas that he was insane, Brown defended his

actions in court. His trial was a media spectacle and reporters
from both North and South poured in to town. Brown gave
interviews to reporters who came in from both North and South
and wrote letters justifying his actions and predicting war over
slavery. He was ultimately sentenced to death by hanging.
Brown’s posthumous success was magnitudes greater than it had
been in life. On the day of his hanging, Brown wrote, “"I, John
Brown, am now quite certain that the crimes of this guilty land
will never be purged away but with blood. I had, as I now think,
vainly flattered myself that without very much bloodshed it
might be done."
While the South was happy to have executed an insurrectionist,
feelings in the North were mixed. Perhaps only a minority
approved of Brown’s tactics, but more sympathized with his
cause. Church bells in the North tolled for his death and famous
abolitionists memorialized his passing or justified his passion
for abolitionism. Southern relief at the raid’s failure was soon
taken over by paranoia about Northern collaboration;
Republicans were implicitly blamed for inspiring Brown’s
activities. Whether stemming from an insane extremist or a
misguided zealot, Brown’s Raid prefigured the Civil War and
fittingly capped off the end of a tumultuous decade.
6. Conclusion
The 1850s began with a compromise that promised to settle the
nation’s divisive sectional disputes. But new crises flared up
and further worsened sectional relations. Just over a decade
later, the “irrepressible conflict” had begun. North and South
both predicted victory and went to war expecting the other to
yield. After the first year of fighting, both sides had to
reconsider their strategies. For the South, survival was the
foremost strategy. For the North, the destruction of slavery
became a war aim and increasingly a moral one.
UPTOWN SWIRL BUSINESS PLAN 1

UPTOWN SWIRL BUSINESS PLAN 15
Uptown Swirl Business Plan
Danielle Gibson
Strayer University
Dr. Andrea Banto
06/15/2020
Table of Contents
1.0 Introduction 3
1.1Company Description 3
1.1 Mission Statement 3
1.2 Trends in the Industry 4
1.3 Strategic Position 4
1.4 Distribution Channels5
1.5 Risks 5
2.0 SWOT 6
3.0 Marketing Plan 6
3.1 Company Target Market 6
3.2 Company market competition 7
3.3 Clarification of the company’s Message 9
3.4 Marketing Vehicles for Uptown Swirl 10

4.0 Operations, Technology, Management, and Ethics Plan 11
4.1 Operations Plan 11
4.1.1 Cost and Time Efficiencies 11
4.1.2 Competitive Advantages 12
4.1.3 Problems Addressed and Overcome 12
4.1.4 Research and Development 12
4.2 Technology Plan13
4.2.1 Software needs 13
4.2.2 Hardware Needs 13
4.2.3 Telecommunication Needs 14
4.2.4 Personnel Needs (for technology) 14
5.0 Management & Organization 14
5.1 Management Plan 14
5.1.1 Key Management and Employees 14
5.1.2 Advisors 14
5.1.3 Management Structure and Style 15
5.1.4 Management Hierarchy 15
6.0 Corporate Citizenship16
6.1Environment Protection 16
6.2 Health Issues 16
7.0 Conclusion 17
8.0 References 17
1.0 Introduction1.1Company Description
Uptown Swirl is a natural juice that’s free from any
chemicals and artificial flavors which is ready to drink and has
been made to perfectly care for the specification of the
customer’s preference at a cheaper price. The company focuses
the creation of services that are based on the needs of the
customers within the market. The name is based on the positive
focus on the company which focuses on the key interest of the
market in a positive way. Ideally, Uptown Swirl is based on the
energy that is generated in the activity. The action leads to the
creation of positive interactions between the customers and the
company because it reflects on the interest of the company in a
manner that is perfectly appealing. The soft drink would have

different flavors that are based on the interest of the customers.
Some of the flavors would include orange, mango, pineapple
and black current. Ideally, it is a practice that leads to the
creation of a positive appeal to the market. 1.1 Mission
Statement
Uptown Swirl’s Mission is to satisfy the thirst of our
customers by providing the perfect experience in a natural, yet
flavorful way. The mission statement selected is based on the
interest of the development of a program that focuses on the
needs of the company only. It is a factor that enables the team
of employees to positively adhere to the company practices that
entails the creation of goals that focus on the interest of the
company (Nab, van Keulen& Pilot,2014). It creates an
organizational culture that is focused on the implementation of
realistic goals that are based on the purpose of the company.
The application of mission in encouraging and motivating
employees is a key issue of concern that is based on the interest
of the company. Therefore, the mission statement of the
company is fully effectual in the implementation of company
goals.
1.2 Trends in the Industry
NAB industry is constantly changing based on the changes
in the needs of the customers. It is a practice that is focused on
the long-term orientation of the company goals and survival
within the industry. Apparently, the use of chocolate flavors is
new of the popular company trends that is popular in the
country. It is a practice that is deeply embedded in the changes
and preferences of the company (Perrott, 2015). The adherence
to the trends enables the company to come up with management
practices that are focused on the future survival of the company
within the competitive industry. Ideally, the adoption of the
flavor production creates a positive competitive position for the
company within the competitive industry that it operates within.
Therefore, the trends play an effectual role in the creation of the
company dominant position within the market. 1.3 Strategic

Position
The application of brand strategy is a practice that
positively elevates the position of the company. It is a strategic
position that facilitates the company to focus on a position that
is key in the creation of a competitive advantage. Ideally, the
practice leads to the elevation of better industrial positions that
are focused on the long-term advantage that the company is
expected to experience. Brand positioning entails the production
of quality products that are appealing to the market (Nab, van
Keulen& Pilot, 2014). It enables the company to have a
competitive advantage over the other competing companies
within the market. Focusing on the brand positioning is a key
factor that the company is keen at capitalizing based on the
profitability involved in the adoption of the appropriate
company practices that reflects on the interest of the company.
1.4 Distribution Channels
The distribution channels that the company applies in this
specified scenario plays an important role in this respective
case. The company would focus on distributing the product to
the whole sellers. The wholesalers would purchase the product t
a wholesale price. Indicating the retail price of the product is an
influential element that would be positively adopted. The
practice would create the appropriate channels of operations
that positively reflects the interest of the company (Perrott,
2015). Selling to the consumers directly is also a practice that
would enable the company to be fully effective in the
communication of its goals which is an elemental matter of
concern. Ideally, it is a practice that would be utilized in the
initial stages of the company which is an elemental practice that
needs to be positively utilized. 1.5 Risks
The company is likely to face risks while operating within
the market. One of the dominant risks that would affect the
company is the regulatory risk that the company would face. It
is a practice that is associated with the regulations that are
placed by the government. This is in terms of the pricing and
the use of ingredients such as sugar in the production of the

services which is an elemental matter of concern in this case
(Leonard, 2017). Financial risk is part of the hazard that the
company is likely to experience in this particular scenario. The
action lead to the proper communication of the company goals
and initiatives in a positive way that positively appeals to the
market. The other risks that the company would face is the
strategic risks. This is associated with the creation of strategies
that fails to be fully effective when implemented.2.0 SWOT
The strength of the company is focused on the internal
factors that make it to be fully effectual. In this case, the
company has an experienced management with superior
production technology. This enable the company to meet up its
goals by providing quality products that perfectly appeals to the
market (Prasad, Khanduja& Sharma, 2018). The weakness of the
company focuses on the external factors that creates
vulnerability for the company. Factor such as lack of market
awareness of the company product is a key weakness that
affects the company in a negative way. The opportunity is based
internal factors that the company has. The distribution of unique
flavors of soft drinks is an opportunity that the company would
address. The threats come from the external environment comes
from the new entrants to the market. 3.0 Marketing Plan3.1
Company Target Market
Uptown Swirl would target the health conscious of the
individuals with different ages. However the primary consumers
for the company’s juices are those falling between ages 18- 40
who are in the location where the company would be set up. The
marketing research that was conducted within the community
showed that change of individual’s lifestyle has led to a higher
demand of quality products as this involves drinks and the fresh
juice. This makes targeted market easier as it’s a class of
discerning individuals who aims at maintaining healthy life
thorough their lives. The younger generation definitely would
need to use products that would make them to feel motivated
and also look good which becomes advantageous for the
company as it provides a wider variety of products. This

summarizes the demographics of Uptown Swirl to be young and
health conscious individual who are aged 18-40, sportsmen and
athletes and the individuals who mostly shop in healthy and
natural food stores (Nickel et al., 2014).The products of the
company are suitable to be consumed by the children, youths,
adults and the elderly, all genders groups, middle class,
socioeconomic class which is a growing population, white
American (which is the most populated environment),
Hispanics, and the African American, millennial teenagers, and
those people who are within a 25 mile radius of Raleigh NC. All
this market groups can use the products as the products favor all
this groups as the targeted market is more than 20 million. 3.2
Company market competition
Within the non-alcoholic beverage industry, juice is one of the
most competitive product in the market. This trend is improving
gradually as there is a higher demand of this products as time
goes by due to an increase in the younger population and also
increased awareness of the health concerns by different
individuals. The concerns about health issues also increases the
demand for fresh juice as this is considered a perfect product
that has limited side effects. However the market competition
would be from the other established firms in the market among
them including Tropicana, Naked Juice, and Pom wonderful as
all this companies have established their market strategies in the
market (Transparency Market Research,2016).
Tropicana for instance it’s an American multinational
corporation which majorly deals in producing fresh orange
juice. Uptown Swirl would be needed to set strategies that
would enable it to compete favorably in the market despite its
market share, robust operational and a financial position in the
non-alcoholic market sector. Naked juice on the other hand also
being major competitor of Uptown Swirl has a huge market
percentage in this industry as this company has been in
existence ever since which enabled it to attract more loyal
customers to itself. Pom wonderful also has an established
market base dealing with pomegranate juices which is rich in

the anti-detoxing properties. The company has diverse stores
which helps it in distribution to other markets which makes it
possible to cover a large market base (Nickel et al., 2014).
Despite the fact that all this companies have an established
market share as they have in the market for quite some time,
Uptown Swirl believes that they are going to compete
competitively as they have all they need to set up the
competition in the market which is currently owned by the big
firms in the market. The juice industry at the moment also has
many firms in the market which has led to different types of
products being produced in the market with an aim of attracting
more customers (Transparency Market Research, 2016).
Taking all this consideration in plan, there is need for Uptown
Swirl to set a different strategy that would help it to provide a
competing environment in the market such as producing an
enticing product in the market which still is not recognized well
in the market. This differentiation strategy would help the NAB
Company to differentiate itself from the other industries aiming
to target individuals who takes more consideration of their
health concerns as they would benefit more from the Uptown
Swirl juice (Nickel et al., 2014).
The company however is vulnerable to future barriers in the
market as there is free entry in the market, there are more
chances that the company would get more competition in the
market by some upcoming companies which may also decide to
produce similar products in the market.
3.3 Clarification of the company’s Message
The message the company would wish to relay to its potential
consumers is that Uptown Juice is a natural juice that’s free
from any chemicals which is ready to drink and has been made
to perfectly care for the specification of the customer
preferences at a cheaper price. The marketing message is also
aimed at achieving the desired quality and as the company
would struggle to deliver its products which aims at achieving

the desired customers preferences. This message would help
achieve a desired goals which would help attracting more
customers as this message aims at persuading the consumers
that their product would achieve a desired taste that would be
preferred to that of the competitors The company slogan is
serving its customers with the nonalcoholic products to give
them energy into and refresh them using the given products
(Pom in the news, 2016).3.4 Marketing Vehicles for Uptown
Swirl
The company would do everything possible to make sure that
they can attain a desired goal of getting more market in the
community. For this case, the company would use aggressive
marketing vehicles which would help in creating awareness of
their brand. This strategy would help in raising awareness of the
brand as this would help in passing information to the potential
customers of Uptown Swirl new product in the market and also
making the right direction available to the targeted consumers.
The company would use retail like the supermarkets, in the sale
of their product there is needs to improve advertising channels
so as to send message to more consumers. For this case the
company would be needed to adopt social media as its primary
advertisement channel to send message to more customers
(Transparency Market Research, 2016).
Thus social media can be used to pass information to all the
consumers in marketing during the first 6 months. There is also
an option of providing the juice at quite cheaper price so as to
attract more customers and help in sampling the product.
Product visibility would be enabled through a word of mouth.
Marketing team would help in distributing the juice in more
market where they would also use free sample into enticing
more customers to consume the product (Nickel et al., 2014).4.0
Operations, Technology, Management, and Ethics Plan4.1
Operations Plan
The key aspects for the company are the facility, production
process, equipment, labor force and utilization of the resources.

These aspects are essential for the company operation as they
aid in efficient operation of the company. The company would
have three production in one facility in the initial year as part of
the investment that would produce about 5000 bottles monthly.
Labor force would include 50 men who would consist of three
facility and 7 would be in the management section. The
production process would aim at attaining quality and
inspection process would aim at attaining a higher standards.
The process would use pure water in eliminating impurities as
controlled amount of sugar would be mixed with the other
ingredients, which would be put in an automated machinery,
which would help in dispensing this mixture in inserting a
calculated quantity in the specified bottles, which would be then
labeled (Abrams, R. (2014).
4.1.1 Cost and Time Efficiencies
The cost and time efficiencies in any organization is a vital
aspect as for instance, as the company would more likely be
affected by this in the long term objective of the company in the
event they would be increasing their scale of production. This
may entail moving from a smaller production to a larger scale
system. This would require more equipment’s, more labor force
and a better utilization of the resources. Incorporating both time
and cost is an essential aspect, operational development would
be effective, viable and beneficial. Time aspect indicates proper
utilization that an item utilizes as this estimates the stock that
need to kept at a certain time.
4.1.2 Competitive Advantages
All the organizations utilize their strategies to ensure that they
get better utilization of their resources regarding the suppliers,
distributors and the consumers. The company need to set
strategies that would help keep up their game. This may require
that the company do a routine check in a continuous process.
This would help to assess both the negative and the positive
aspects that would achieve a better need that would help act in a

feasible way and concentrate more on concentrating to be on the
upper hand (Stanek, 2014).
The NAB industry has different companies with different
market share offering rivalry at different levels. This requires
that the operational exercises made to oversee the jobs in an
efficient way.
4.1.3 Problems Addressed and Overcome
The issues that are likely to be identified with operational
assignments and exercises would be explores faster. Some of the
key issues be given a proper allocation of time and
distinguished so as they can be solved. Approach the business
practices in a better way to achieve an efficient way in
managing difficulties at the different business level. The rule of
the organization would be to confront the issues and confront
them in an efficient manner to get solutions and creating a spot
(Slcher, 2015).
4.1.4 Research and Development
Research and development would help in the market and
concerning the product in general. This will help attain a better
product taste that is preferred by most of the consumers. The
research would also help in getting the desired market target
and helps in knowing how to break even in the market. More
research would be done pertaining the product to make sure that
all possible harms to the users are minimized as this in the
event would help in maximizing the number of sales. For the
individuals who do not consume sugar, the research
development can be more useful in designing a nonalcoholic
beverage just special for this group.
4.2 Technology Plan
4.2.1 Software needs
The innovation in the company has to offer help to the
organization to achieve a better business practices in a planned
manner to get a better pledge and exercises that would be

legitimately working. The company would utilize QuickBooks
as it offers both desktop and nine version and at the same time,
it is affordable. This would help in achieving a better
demographic information such as sex and postcode as this
would help in sorting mails (Engineers, 2018). Through website
development, some of the orders would be processed with much
ease as innovation would be the kicker which would be needed
in drawing the new generations, packaging and graphics will
help in enabling usage of the innovative creations.
4.2.2 Hardware Needs
Hardware and the quality can be important aspects in an
organization as in such a case, choosing wrongly would incur
the organization greater losses. This means there is need to
utilize the six hardware classifications (output, input, storage
gadgets, focal handling unit, information transfers and joining
gadgets) which are imperative and cannot be included. To
achieve safety of the information, Mac computers is more
appropriate. Hardware on hand includes 2 computers systems
that would help in keeping track of the records in the
organization. Some of other upgrades would also be utilized to
make sure that everything is organized and keep things to run
smoothly.
4.2.3 Telecommunication Needs
Communication being an important aspect in any organization
that may want to succeed, this means that more security and
attention has to be given to the communication setup. To
enhance a better communication, Wi-Fi would be appropriate,
using Bluetooth and the mobile communication that would help
in sharing of the information (Felipe et al. 2016).
4.2.4 Personnel Needs (for technology)
The company would outsource the system for both the software
and the hardware, as this would be cheaper. Using apple
equipment and programming in dealing with the database needs

give coordinated effort equipment’s that would keep the
organization open and being equipped with a sharper access to
the information. The company aims at utilizing computer
programming book keeping as a means of tracking the
department specific data which would be viewable to different
clients upon approval. The company would have to be appealing
to the incoming generations, attract them and male deals,
acquire asset data, make computer generated requests and
oversee inventories of the different capacities. 5.0 Management
& Organization5.1 Management Plan
5.1.1 Key Management and Employees
Key management of the company are the president, marketing
specialists, controller, and operation manager. The president
having most of the authority would incorporate the other
managerial heads in making some of the decisions regarding the
organization. The other key managements include the sales
representative, technical director.
5.1.2 Advisors
Some of the advisors include the several management, which
who coordinated by the president. This includes, marketing
manager who advises for the operations and the human
resources, operational manager. The president would also look
for a third party member online company that may act as an
advisory for the board at all time as he would give more
suggestions and orientations to the company (Gharibzahedi and
Jafari, 2017).
5.1.3 Management Structure and Style
The president would be involved in the day-to-day operations of
all the aspects in the organization. Would be responsible for
directing the administrative and the financial aspects of the
organization as the vice president would help in guiding and
give support over specified responsibilities. The vice president

will get an opportunity to make decision at the specified areas
in the organization (Felipe et al. 2016).
5.1.4 Management Hierarchy
Ethics and Social Responsibility Plan6.0 Corporate Citizenship
The corporate responsibility determines the perfect form of an
organization. Corporate citizenship involves how the
organizations takes into consideration the effect of the
environment and the society not only considering the
environment. The company would give back to the society, as it
would be creating employment to the society. For instance, most
of the raw materials would be sourced from the society as in the
end this would also create job opportunities from the supplier
point as the returns would be reinvested in the society. The
organization would adhere to the laws and regulation (Felipe et
al. 2016).6.1Environment Protection
Since the company would also use water as a one of their
resources, this may have an effect on the environment as this
would be determined in the manner in which this products
would be packaged, disposal of the bottles and the usage of the
scarce resources. Several approaches would be implemented to
avoid these effects; the company would incorporate
environmentally friendly products in packaging. The firm will
also try to invent a process that can convert the waste products
into energy and improve the efficiencies in terms of fuel and
water in using developed technologies (Gharibzahedi and Jafari,
2017).6.2 Health Issues
The company products have positive health benefits as the
ingredients used as not harmful to health. The product would
are aimed and targeted to individual who are health conscious.
There are little effects associated to the product except the fact
the some of the products that has sugar may limit consumption
for some of the consumers (McWilliams, 2015).
7.0 Conclusion
In summary, Uptown Swirl is a company that deals in the

production of soft drinks within the market. The company
focuses on the creation of services that are based on the needs
of the customers within the market. The company is likely to
face risks while operating within the market. One of the
dominant risks that would affect the company is the regulatory
risk that the company would face. The application of brand
strategy is a practice that positively elevates the position of the
company. It is a strategic position that facilitates the company
to focus on a position that is key in the creation of a
competitive advantage. The mission of the company is to create
products that satisfy the thirsty needs of the customers through
different flavors. The mission statement selected is based on the
interest of the development of a program that focuses on the
needs of the company only.
8.0 References
66(7), 1-6. Retrieved from http://www.beverage-
digest.com/pdf/top-10_2015.pdf
Abrams, R. (2014). Successful Business Plan: Secrets &
Strategies. Planning Shop: Palo Alto.
Engineers, N. B. (2018). The Complete Technology Book on
Alcoholic and Non-Alcoholic Beverages(Fruit Juices,
Whisky, Beer, Rum and Wine). Asia Pacific Business Press Inc.
Felipe, C. M., Roldán, J. L., & Leal-Rodríguez, A. L. (2016).
An explanatory and predictive model for organizational agility.
Journal of Business Research, 69(10), 4624-4631.
Gharibzahedi, S. M. T., &Jafari, S. M. (2017). The importance
of minerals in human nutrition: Bioavailability, food
fortification, processing effects and nanoencapsulation. Trends
in Food Science & Technology, 62, 119-132.
Leonard, M. (2017). Marketing Literature Review. Journal of
Marketing, 58(3), 106–117.
McWilliams, A. (2015). Corporate social responsibility. Wiley
encyclopedia of management, 1-4.
Nab, J., van Keulen, H., & Pilot, A. (2014). Strategies of Expert

Teachers for Teaching Identification of Business
Opportunities. Industry and Higher Education, 28(2), 97–111.
Nickel, K. S. & Snyder, L. (2014). A History of Tropicana.
Tropicana Products Inc.
Perrott, B. (2015). Towards a manager’s model for e-business
strategy decisions. Journal of General Management, 30(4), 73–
90.
Pom in the news (2016). Pomegranate Products. Retrieved from
www.pomwonderful.com
Prasad, S., Khanduja, D., & Sharma, S. K. (2018). Integration
of SWOT analysis with hybrid modified TOPSIS for the lean
strategy evaluation. Proceedings of the Institution of
Mechanical Engineers, Part B: Journal of Engineering
Manufacture, 232(7), 1295–1309.
Slcher, J. (2015). Special Issue: U.S. Beverage Business Results
for 2014. Beverage-Digest,
Stanek, B. (2014). Why your bottled water contains four
different ingredients? Retrieved From:
https://time.com/3029191/bottled-water-ingredients
Transparency Market Research. (2016). Juice Market - Global
Industry Analysis, Size, Share, Growth, Trends and Forecast
2015 – 2021. Retrieved from
http://www.transparencymarketresearch.com/juice-market.html
sales marketing expert
operation's and production team

maintanance and delivery
advertisement and planning
advertisement and planning consult
president
vice presient
advirory committe
board of directors
consultant

market share tropicana naked juice pom wonderful 40
35 25

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