Chapter Fourteen: Violent Behavior in Institutions Precipitating Factors Substance Abuse Deinstitutionalization Mental Illness Gender Gangs Required Reporting Elderly Institutional Culpability Readily accessible to clientele Easy prey for people looking for money or drugs Minimal security system Institutional Culpability Cont. Universities and their Counseling Centers Counseling offices are isolated Seung-hui Cho (Virginia Tech) Rehabilitation Act of 1973 and the Americans With Disabilities Act of 1990 Denial Do not want bad publicity Crime Awareness and Campus Security Act of 1990 (Clery Act) Staff Culpability Believe they are immune from the threat because they are supportive and caring Client may act aggressively if they feel they have little control over their treatment Staff also need to set limits in a positive, firm, fair, and empathic manner Staff Culpability Cont. Staff members who are burned out are more likely to be assaulted than those who are not 46% of all assaults involved students or trainees and the incidence of assaults decreased as the workers gained experience Legal Liability Health-care providers may be the victims of assaults but they may also become legally liable for their actions Liability extends to the institutions and directors of those institutions Failure to properly diagnose, treat, and control violent clients or protect third parties from assaultive behavior One of the better predictors of who will be at risk to become violent is the collective judgment of clinical workers. Violence Potential Assessment Instruments HCR-20 Violence Screening Checklist–Revised (VSC-R) Broset Violence Checklist (BVC) Dynamic Appraisal of Situational Aggression (DASA) Bases for Violence Age Substance Abuse Predisposing History of Violence Psychological Disturbance Social Stressors Bases for Violence Cont. Family History Time Presence of Interactive Participants Motoric Cues Multiple Indicators Intervention Strategies Security Planning Commitment and Involvement Worksite Analysis Hazard Prevention and Control Threat Assessment Teams Precautions in Dealing with the Physical Setting Training Anti-Violence Intervention Assumptions Precautions Outreach Precautions Intervention Strategies Cont. Record Keeping and Program Evaluation Stages of Intervention Education Avoidance of Conflict Appeasement Deflection Time-out Show of Force Seclusion Restraints Sedation The Violent Geriatric Client Mild Disorientation Assessment Eliciting Trust Reality Orientation Pacing Reminiscence Therapy Anchoring The Violent Geriatric Client Cont. Distinguishing between Illusions and Hallucinations Sundown Syndrome Security Blankets Remotivation Severe Disorientation Follow-up with Staff Members 1 Operation, Technology, Management Shaquinna Wilson Strayer Univers.

1. Chapter Fourteen: Violent Behavior in Institutions
Precipitating Factors
Substance Abuse
Deinstitutionalization
Mental Illness
Gender
Gangs
Required Reporting
Elderly

2. Institutional Culpability
Readily accessible to clientele
Easy prey for people looking for money or drugs
Minimal security system
Institutional Culpability Cont.
Universities and their Counseling Centers
Counseling offices are isolated
Seung-hui Cho (Virginia Tech)
Rehabilitation Act of 1973 and the Americans With Disabilities
Act of 1990
Denial

3. Do not want bad publicity
Crime Awareness and Campus Security Act of 1990 (Clery Act)
Staff Culpability
Believe they are immune from the threat because they are
supportive and caring
Client may act aggressively if they feel they have little control
over their treatment
Staff also need to set limits in a positive, firm, fair, and
empathic manner
Staff Culpability Cont.
Staff members who are burned out are more likely to be

4. assaulted than those who are not
46% of all assaults involved students or trainees and the
incidence of assaults decreased as the workers gained
experience
Legal Liability
Health-care providers may be the victims of assaults but they
may also become legally liable for their actions
Liability extends to the institutions and directors of those
institutions
Failure to properly diagnose, treat, and control violent clients or
protect third parties from assaultive behavior
One of the better predictors of who will be at risk to become
violent is the collective judgment of clinical workers.

5. Violence Potential Assessment Instruments
HCR-20
Violence Screening Checklist–Revised (VSC-R)
Broset Violence Checklist (BVC)
Dynamic Appraisal of Situational Aggression (DASA)
Bases for Violence
Age
Substance Abuse
Predisposing History of Violence
Psychological Disturbance
Social Stressors

6. Bases for Violence Cont.
Family History
Time
Presence of Interactive Participants
Motoric Cues
Multiple Indicators
Intervention Strategies
Security Planning
Commitment and Involvement
Worksite Analysis
Hazard Prevention and Control
Threat Assessment Teams
Precautions in Dealing with the Physical Setting
Training
Anti-Violence Intervention

7. Assumptions
Precautions
Outreach Precautions
Intervention Strategies Cont.
Record Keeping and Program Evaluation
Stages of Intervention
Education
Avoidance of Conflict
Appeasement
Deflection
Time-out
Show of Force
Seclusion
Restraints
Sedation

8. The Violent Geriatric Client
Mild Disorientation
Assessment
Eliciting Trust
Reality Orientation
Pacing
Reminiscence Therapy
Anchoring
The Violent Geriatric Client Cont.
Distinguishing between Illusions and Hallucinations
Sundown Syndrome
Security Blankets
Remotivation
Severe Disorientation
Follow-up with Staff Members

9. 1
Operation, Technology, Management
Shaquinna Wilson
Strayer University
Marketing Plan
Operations Plan
Fresh N Fruity Beverages is a producer of tasty,
refreshing, and healthy non alcoholic drinks aimed at promoting
a healthy lifestyle and replenishing lost energy during the day.
In order to realize its mission, vision, goals, and objectives, the
company will rent a facility, measuring approximately 3,500
square foot, around Fayetteville area in North Carolina. The
facility will house operation department, administration
department, and a warehouse. This location will provide quiet
and convenient environment for production and administration
functions. Furnishings will consist of leather appointed seats.
These items will be acquired from local auctions to lend an
eclectic view to the lounge area. Fresh N Fruity Beverages
expects to pay $5000 per month for the facility.
For production purposes, the business will buy 2 mixer
beverage filling machines for $47,000 and 2 Accutek AccuSnap
Capper bottling machines for $19,200. The mixer beverage
machines are rinsing, filling, as well as capping monobloc
equipment made in Italy. Since the machines are equipped with

10. temperature controlling system, they can be used to produce
cold and warm drinks. The Accutek AccuSnap Capper
minimizes costly spills by eliminating human errors during
production process. It can also prevent unnecessary injuries and
strains on the business’ workforce. The business expects to use
this equipment to transition from small scale production to large
scale production. The company expects to produce 500,000
units per annum in the next 5 years. For high quality products
the company will clean these equipment after every 6 months by
using recommended detergents.
With regards to inventory control, Fresh N Fruity Beverage
will source high quality raw materials from local suppliers for
quick turnaround in production processes. The business expects
to spend 48 hours from sourcing and production activities. It
will also take the business approximately 24 hours to deliver
finished goods to consumers. In this regard, the company will
acquire 4 vans at a cost of $40,000 to deliver finished products
to buyers. To stay abreast with latest trends in the beverage
industry, Fresh N Fruity will conduct market research after
every 6 months every year beginning from the second year of
operations. The company will set aside at $60,000 per year for
this exercise. Marketing research and development activities
will strengthen the organization’s position in the market, help it
minimize risks, and identify threats and opportunities. It will
also help the business identify its strengths and weaknesses,
identify emerging trends in the industry and the market, and
develop effective strategies.
Technology Plan
Utilization of technology in Fresh N Fruity business and
administrative activities can enhance the organization’s
competitive advantage in the market and non alcoholic beverage
industry. Gereffi and Fernandez-Stark (2011) assert that
information technology is influencing the way entities operate.
It affects the whole process by which organizations develop
their products. Moreover, it is reshaping the packaging of
products and information businesses offer to create value for

11. consumers. Fresh N Fruity will buy 3 Apple Macintosh
Computers for $3,600 and graphic software for $750. In
addition, the entity will lease a printer for $550 per month. Nice
Beverage will use the computer hardware and software for value
creation by creating linkages among interdependent activities.
In addition, the organization will use information technology
for value chain transformation. Tallon (2011) indicates that
information technology is transforming the way organizations
are performing value activities and nature of linkages among
activities. For Fresh N Fruity, information technology is an
effective for strategic decision making. With it the business will
reshape the way products can meet consumer needs. Information
technology will not only affect individual activities in the
organization but also enhance how the entity can exploit
linkages among different activities. This way it would be
possible to coordinate Fresh N Fruity actions with those of its
suppliers and customers.
Fresh N Fruity will also use information technology for
product transformation. Ustundag and Cevikcan (2017) indicate
that products often have physical and information components,
with the latter referring to everything a consumer needs to know
about a product and how to use it to attain the desired results.
This implies that a product contains information about its
features and how to use its. Thus, Fresh N Fruity will have a
website and social media pages to post information about its
products’ features, benefits, and how a consumer can use them
to attain desired outcome. The role of information technology in
expanding information about the company products and service
and enhancing value creation underscore the significance of
information technology in strategic decision making. In
addition to value creation and product transformation, Fresh N
Fruity will rely on information technology for cost
minimization in value chain activities and product
differentiation. The company will use latest technological
advancements to customize its products for product
differentiation. Given that Fresh N Fruity will seek to exploit

12. existing opportunities for expansion purposes, investing in
information technology is a necessity. It will rely on
information technology as a pathway for corporate
diversification.
Management and Organization
Management
Fresh N Fruity will be wholly owned by Zack Trump. As
the president and the chief executive officer, Mr. Trump will
oversee the company’s day to day operations, employee
management, stock control, marketing activities, and routine
facilities management. He will earn no salary for the first 6
months of operation but earn 5000 every month. The owner will
hire Mrs. Melinda Cates on permanent basis as an administrator.
She is a non alcoholic beverage creator and master mixer who
owns patent on the non alcoholic beverage. As a result, Mrs.
Cates has a $40,000 inheritance in the business. In the future,
she will have a chance to participate in profit sharing. Assisting
the chief executive officer in the day to day management of the
business will be a production manager, a management
consultant, and an information technology consultant. Mr. Ian
Glass will volunteer as a production manager for the first year
of operations. Mr. Glass recently retired after serving for more
than 35 years in different positions such as a janitor and a
production line supervisor at PepsiCo. He would help in
organizing and sitting on the planning committee for 1 year as a
non paid member. In the second year of operations, Nice
Beverage will hire a production line foreman who will earn
$55,000 per annum.
Mary Cates will act as a legal advisor for the organization.
She previously served as a senior executive officer at the
Federal Trade Commission for more than 10 years. Mrs. Cates
advice the company on various legal requirements for business
operations and make sure that Melinda Gates’ recipe attains
popularity within the state. She will earn an annual pay of
$10,000. Stephen Job will act as the company’s information
technology consultant earning $15 per hour for 20 hours a

13. month. Mr. Jobs holds a Masters’ degree in information systems
from George Washington University. He has more than 15 years
experience as an information technology consultant, having
offered consultancy services to various blue chip organizations
within and outside the United States. In the future, the
company will hire people for different positions including a
production line foreman, 4 product line employees, and 5
maintenance employees. The company will seek the services of
an accounting consultant to prepare the company’s financial
statement, file taxes, and investment advice.
Organization Structure
At the top is Mr. Trump, who will be assisted by a committee of
experts including an administrator, a production manager, an
information technology consultant, and an industry consultant.
Chart 1: Organization Structure for Nice Beverage
Ethics and Social Responsibility Plan
Corporate Citizenship
These days, there is much discussion about whether
organizations are doing the right thing. That is the reason why
Fresh N Fruity will be committed to being a good corporate
citizen. According to Crane et al. (2019), a good corporate
citizen focuses on enriching the lives of its customers,
neighbors, employees, as well as shareholders through
appropriate business practices. In this regard, Fresh N Fruity
will strike at creating employment opportunities for community
members to enhance their lives. To do so, the company will
comply with various federal and state laws regulating employee-
employer relationship. Some of the law’s worth complying with
are the Fair Labor Standards Act, Title VII of the Civil Rights
Act of 1964, and the American with Disabilities Act of 1990. In
order to avoid any legal lawsuit and any damage to the
company’s brand image, the organization will avoid
discriminatory practices in employment practices. The company

14. will treat all job applicants and employees fairly and honestly
irrespective of their race, culture, ethnic, gender, and age
differences.
Environmental Protection
There is no doubt that water and electricity are scarce
resources. In fact, the Kresge Foundation (2011), identifies
scarcity of fresh and clean water as one of the biggest
challenges of the 21st century. The organization attributes the
problem with increasing droughts, temperatures as well as
storms caused by climate change. Water scarcity also threatens
electricity generation. Apart from water scarcity, companies
tend to pollute the environment by emitting solid wastes and
greenhouse gases into water bodies and the atmosphere,
respectively. Since beverage producers rely on water and
electricity there is bound to clash between companies and
communities for these scarce resources. Polluting the
environment may also cause health problems to living
organisms. In light of this, the company will invest in water
reservoirs and solar panel electricity.
Health Issues
Non alcoholic beverages are useful for quenching of thirst
and replenishment of energy. However, Brenna (2014) indicates
that non alcoholic beverages can cause obesity and diabetes
because of their high sugar content. Another concern associated
with these drinks is the presence of glycation end products used
for coloration purposes. These products increase insulin
resistance. Non alcoholic beverages are also linked with brain
erosion because of their low pH value. To overcome the
concerns, Fresh N Fruity will manufacture its products from
natural raw materials. It will not include artificial sweeteners as
part of product ingredient. In addition, the organization will
comply with the United States Food and Drug Administration’s
regulations when producing its products.
References
Brenna, O. V. (2014). Antioxidant capacity of soft drinks. In V.

15. Preedy (Eds), Processing and impact on antioxidants in
beverages (pp. 51-56). Cambridge, MA: Academic Press.
Crane, A., Matten, D., Glozer, S., & Spence, L.
(2019). Business ethics: Managing corporate citizenship and
sustainability in the age of globalization (5th ed.). New York,
NY: Oxford University Press.
Gereffi, G., & Fernandez-Stark, K. (2011). Global value chain
analysis: A primer. Center on Globalization, Governance &
Competitiveness (CGGC), Duke University, North Carolina,
USA.
Kresge Foundation. (2011). Water shortages threaten electricity
generation at the same time power plants sustain water
supplies, report finds. Retrieved from
https://kresge.org/news/watershortages-threaten-
electricity-generation-same-time-power- plants-strain-water-
supplies
Tallon, P. P. (2011). Value chain linkages and the spillover
effects of strategic information technology alignment: A
process-level view. Journal of Management Information
Systems, 28(3), 9-44.
Ustundag, A., & Cevikcan, E. (2017). Industry 4.0: Managing
the digital transformation (1st ed). New York, NY: Springer.
CEO
Melinda Cates
Production Foreman
Information Technology Consultant
Industry Specialist

16. Running Head: MARKETING PLAN
1
MARKETING PLAN
4
Marketing Plan
Shaquinna Wilson
Andrea Banto
BUS599
February 9, 2020
Introduction
Marketing and sales are very important for every business else
they fail. Building a brand is more important such that
consumers are guaranteed of quality when they purchase
products or service from specific companies. Marketing
techniques and strategies are always different for products get
to as many clients as possible. A marketing plan is therefore
crucial since it summarizes the marketing strategies for the near
future. It outlines the goals the company has for marketing and
promotion. It shows the recent marketing position and a detailed
timeline of when the tasks are expected to be completed
(Westwood, 2013). It shows the performance indicators that will
be tracked, its target market and needs of its consumers. This
drink “Nice” is a healthy non-alcoholic drink that can be used

17. as a snack and also boost energy. This paper will specifically
investigate the marketing plan and the sale strategy of this
business plan.
Target Market
The target consumers are aged between 16 and 25, they will
include those in high school, university or colleges. The income
of the consumer does not really matter since the packaging is
expected to be affordable within this target market. According
to the American Fact Finder, in Texas that is Colorado county,
those aged above sixteen and whose occupation range between
education, community service, arts and media form about 1076
people where 200 are male and the rest female. This drink aims
to be consumed by anybody despite their lifestyle and
occupation but this specific target market has people in schools,
those participating in community service among others who
would appreciate the packaging, portability and uniqueness of
the drink (Kotler, 2016). The businesses that Nice hopes to
target to boost our sales and promotion will include school
canteens, healthcare facilities and the restaurants in universities
or colleges. This way they all get to enjoy an affordable healthy
drink that can be taken at work, shared among friends and
family and at school.
Market competition
Mocktails are pretty popular non-alcoholic drinks in Texas. An
example of this would include the Vanilla rosemary cocktail
that is loved by ladies. Sol-ti beverages is a company in Texas
that manufactures healthy drinks in different flavors and is well
packaged in glasses for eco friendliness. Nice drink on the other
hand is a drink that is well packaged in small reusable bottles
that can be used as a snack and as an energy drink. It is made of
healthy fruits, no preservatives and is in good amounts to drink
at any time of the day.
Nice will be differentiated by its unique reusable bottles that
will be available in different colors and that can easily be
carried by any gender. It will have a taste that is healthy but
fun, it will be slightly thick because of the well ground fruits.

18. During the period of promotion, all consumers will get free nice
glasses for those who will not prefer to consume the drink from
the bottle. It will also be available in schools and healthcare
facilities especially those that run all day and night. There will
be contacts on the bottles incase consumers want to give their
feedback, the social media handles will also be available and
the main marketers for Nice will be influencers who must be
people within that age group. They will also be prioritized when
it comes to job positions in marketing and promotion.
Tagline
As mentioned earlier, Nice aims to provide a drink that can be
used as a snack and that boosts energy at the same time. It
slogan being “dare to be healthy” means that with all the fast
food in the United States, it will encourage the youth to lead a
healthy lifestyle.
Media Vehicle
A media vehicle refers to specific media that allow companies
to advertise. Nice will primarily focus on Social Media and our
app that will help people purchase the drink with a free delivery
service if they reside within North Carolina. First, the company
will have a period where the drink is given for free in the
locations stated such that we collect as much feedback as we
can before the product is released. Building the brand will
require intense marketing through social media and by social
media influencers (Ashley, 2015). The social media pages will
be handles by experts such that consumers are made aware if a
new product is releases to the market and when there are
discounts on purchase. Distribution of nice will be done in
schools and healthcare facilities and will sponsor some events
in these establishments.
Social media would be the most appropriate today because most
youth spend a lot of time on their phones. The influencers they
look up to also need to lead healthy lifestyles and through them
their marketing will help grow the brand and even expand the
niche. When consumers in these occupation think about a drink
they should want to purchase Nice first because of its quality.

19. There will be a website that provides information about the
drink including images, there will be an app that allows
consumers to purchase and the more they purchase the more
they get points on their loyalty cards and are given priority
when purchasing the drinks or having a change to request for a
customized drink (Kotler, 2017).
In conclusion, the target market for this marketing plan will
include the youth between the age of 16 and 25. This age group
was chosen since in North Carolina, a high percentage of them
are working as others are in school. This brand will be build
using social media and will have an app that allows they to
purchase it, the loyal consumers will get discounts and can have
customized drink. It is also packaged in reusable bottles to
protect our environment.
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social
media marketing: An exploratory study of branded social
content and consumer engagement. Psychology & Marketing,
32(1), 15-27.
Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017).
Marketing for hospitality and tourism.
Kotler, M. A., Miller, A. N., Elizee, J., Dighe, S., & Elbel, B.
D. (2016). Popular music celebrity endorsements in food and
nonalcoholic beverage marketing. Pediatrics, 138(1),
e20153977.
Westwood, J. (2013). How to write a marketing plan. Kogan
Page Publishers.
Running Head: REVISED COMPANY DESCRIPTION 2
REVISED COMPANY DESCRIPTION 2

20. Company Description and SWOT Analysis
Shaquinna Wilson
Andrea Banto
BUS599 Strategic Management
Strayer University
January 26, 2020
Revised Non-Alcoholic Beverage Company name and an
explanation of its significance
The name of my non-alcoholic beverage company is Fresh N
Fruity. Besides, the name is significantly established to
demonstrate the value and quality attached to the brand,
including its beverage. Moreover, Fresh N Fruity is focused on
promoting healthful drinking amidst citizens as well as family
setting (Cornelsen et. al.,2017)). Furthermore, it is intended to
ensure that customers who consume the product are capable of
executing their daily tasks without encountering adverse effects
related to alcoholic drinks. Also, the name Fresh N Fruity is an
ideal of quality that is delivered to the customers who consume
the product.
Also, the company is looking forward to manufacturing non-
alcoholic tropical fizz. Furthermore, the ingredients associated
with my company's fresh juice will include strawberries, kiwi,
mango, as well as pineapples.
Revised company’s mission statement and rationale for its
components
The mission statement for the Fresh N Fruity company is to

21. promote quality life for healthy and happier consumers every
day. Besides, the fresh fruit juice purposefully exists to enhance
quality life by encouraging lifestyles of healthy drinking as well
as sober minds (David et. al.,2016). Also, this will be achieved
from an individual level, which will transit to families, friends,
societies as well as nations.
Trends in the Non-Alcoholic Beverage Industry
There are key market trends in the non-alcoholic beverage
industry as presented below;
Online sales promoting the market growth
Based on the increasing number of consumers experiencing
hectic schedules as well as lifestyles, online shopping is
prevalently becoming a convenient shopping medium associated
with non-alcoholic beverages (Hagemann et. al.,2016).
Furthermore, this online shopping is gaining momentum since it
is suitable for customers to purchase non-alcoholic beverages
online while saving travel time. Besides, the platform of online
stores has established itself as a convenient marketplace,
providing a broad range related to non-alcoholic drinks.
Flourishing opportunities within Asia-Pacific
The food and the beverage industry associated with Asia-
Pacific, are growing at a higher rate as compared to those of
developed regions such as North America and Western Europe.
Moreover, the area is inhabited by a large and rapidly growing
society of middle-class consumers. Consequently, this indicates
potential growth presence, specifically for the segment of iced
coffee drinks (Vercammen et. al.,2019). Also, carbonated
beverages are poised because of the largest portion of non-
alcoholic beverages. However, the use of these soft drinks as
well as carbonated drinks, is expected to decrease based on the
content of sugar, including healthier alternatives preferences.
Besides, the market size of the non-alcoholic beverage was
estimated to be $ 1,548 billion in 2015, and it is projected to

22. grow at 4.4% CAGR, representing $ 2090 billion by 2022.
Besides, this attributed to the increasing demand associated
with functional beverages, which promote good health while
maintaining the drinks' taste (Walia,2019). Also, demand for
juices (non-carbonated beverages) displayed the fastest growth
rate during the prediction, and this is as a result of the health
awareness rise amidst customers.
Best Strategic Position for The Fresh N Fruity Company
The best strategic position which will enable my company to
achieve superior performance in the industry is differentiation
(Putra,2018). Moreover, I will employ this strategic position by
ensuring that my company produces a premium-priced product
while delivering distinctive value to the customers.
Overview of the Company's Distribution Channel
In reference to the company's distribution channel, I will ensure
that my company is focused on using the online distribution
channel to avail the company's products to the end-users
effectively. Furthermore, the online distribution channel
associated with non-alcoholic beverages, the most convenient
platform, and has a wide variety of options (Melacini et.
al.,2018). Moreover, I will ensure that my company contracts
the companies offering order fulfillment services to effectively
manage and enhance the viability of the online distribution
channel.
Three Types of Risks That My Business Faces and Mitigation
Measures.
Regulatory Risks
One of the risks that affect the performance of my company is
regulatory risk, such as subject to an enforced quality standard.
Besides, the Fresh N Fruity Company has to ensure that the end
product quality is enhanced per the established regulations of
consumer protection (Shafqat et. al.,2019). Furthermore, failure
to comply with the established rules regarding consumer
protection may adversely affect the performance of the
company. As a result, Fresh N Fruity Company has established

23. strategies to ensure strict observance of the existing regulations
regarding consumer protection. For instance, the company has
implemented a communication process amidst its employees
regarding the awareness of the consumer protection law in the
company’s operations.
Risks Associated with Information System
About the information system, the information system may fail
to operate effectively, thus minimize the company's business
performance associated with the non-alcoholic beverage
(Tom,2018). Therefore, Fresh N’ Fruity Company is aiming to
establish ICT solutions as well as platforms to increase the
quality of the business while minimizing the risks related to the
company's information system.
Risks Related to Environmental Issues
Based on the increased interest regarding marine pollution,
which is influenced by plastics, as well as changes in waste
plastic distribution, the challenge related to plastic bottles, is
prevalently receiving considerable attention (Smith et.
al.,2017). Besides, if the Fresh N’ Fruity Company is unable to
react to these issues relevantly, the company's performance
concerning the non-alcoholic beverages may be adversely
affected. As a result, the company is heavily investing in
manufacturing recyclable plastic containers to minimize marine
pollution effectively.
Non-Alcoholic Beverage Company SWOT Analysis
Fresh N Fruity SWOT Analysis Matrix
Strengths
Weaknesses
The steady growth of the company's beverage segment: There is
a steady growth of the company’s beverage segment
The more significant potential of the company's niche market:
There is more considerable potential of the company's niche
market due to the increasing demand for juices based on health
awareness amidst customers
High competition of the company's industry segment: There is a

24. high competition of the company's industry segment since a
more significant number of companies are focused on producing
functional beverages.
High product quality maintenance costs: It will be very
challenging for the company to produce and effectively
maintain the quality of its product since it is a start-up business.
Opportunities
Threats
Increased demand for the non-carbonated juice drink: There is
increased demand for the non-carbonated juice drink, which
grants the Fresh Fruit Juice Company a viable chance to
embrace
Availability of the niche markets associated with the company's
beverage segment: There is the availability of niche markets,
which gives the company a viable business opportunity to
invest.
High costs of displacing Pepsico, Limited, which is a market
leader: The company is exposed to a threat of incurring high
costs in replacing the market leader.
Vast exposure to external forces in the global market: The
company is significantly exposed to external forces such as
political instability and currency fluctuations, which are
encountered in the worldwide market.

25. References
Cornelsen, L., Mytton, O. T., Adams, J., Gasparrini, A.,
Iskander, D., Knai, C., ... & White, M. (2017). Change in non-
alcoholic beverage sales following a 10-pence levy on sugar-
sweetened beverages within a national chain of restaurants in
the UK: interrupted time series analysis of a natural
experiment. J Epidemiol Community Health, 71(11), 1107-1112.
David, F. R., David, F. R., & David, M. E. (2016). BENEFITS,
CHARACTERISTICS, COMPONENTS, AND EXAMPLES OF
CUSTOMER-ORIENTED MISSION
STATEMENTS. International Journal of Business, Marketing, &
Decision Science, 9(1).
Hagemann, M. N., Bogner, K., Marchioni, E., & Braun, S.
(2016). Chances for dry-hopped non-alcoholic beverages? Part
1: Concept and market prospects. Brewing Science, 69, 50-55.
Melacini, M., Perotti, S., Rasini, M., & Tappia, E. (2018). E-
fulfilment and distribution in omni-channel retailing: a
systematic literature review. International Journal of Physical
Distribution & Logistics Management.
Putra, E. N. W. (2018). Innovation strategy for startup business:
a case study using business model canvas. STRATEGIC
COMMUNICATION IN CONCEPTUAL AGE, 28.
Sarathe, A., Gupta, R., Basediya, A. L., & Kuchi, V. S. (2018).
Recent Trends and SWOT Analysis of Food-Processing Industry
Infrastructure in India: A Review. Bull. Env. Pharmacol. Life
Sci, 7, 107-116.
Shafqat, A., Welo, T., Oehmen, J., Willumsen, P., & Wied, M.
(2019). Resilience in Product Design and Development
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412-418.

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Week 7
Sources and use of funds
The main sources of funds will be revenues from Family and
Friends in the amount of $20,000 with a 5% interest rate. In the
first year of business, the projected revenue from the sale of the
product line, $40,000 from Melinda Cates and $20,000 from
another investor I hopeful the gross profit for the first year will
be $80,000. The profits will be invested back in the business
through purchase of production equipment and financing
marketing and sales activities. Additional funds will be used on
inventory and any other necessary capital purchase for
production purposes.
Plan assumptions
Fresh N Fruity business plan will be based on several
assumptions. The first assumption is that the economy will be
strong with a positive growth in terms of GDP, inflation and
disposable income such that consumers will continue to
purchase Fresh N Fruity as planned. Another assumption is that
there will be no major changes in the political and regulatory

27. environment that could potentially affect the smooth operations
of the.
Break-even analysis
According to revenue projections, Fresh N Fruity is expected to
break even at the end of the second financial year whereby the
gross profit would have accumulated to $160,000. The first year
of sales is expected to generate $80,000 of gross profit, the
second year $90,000 With these projections, the company
should have recouped its investment capital of $160,000.
The teacher feedback
Shaquinna,
Thank you for your submission. Good start with the Excel
document. Please check and adjust the following:
•Insert the income tax payments on the cash flow statement
(check red triangle)
•Include the information required in the "other assets" line 23 in
the balance sheet (see instructions in the guide, under
Worksheet # 4). You have a number but it is not correct.
•The income statement and cash-flow statement should not be in
the negative.
Please adjust for Assignment 3. Make sure your financials
reflect the information you used in your business plan
(assignments 1-3)
You will continue to adjust this document as you develop your
Assignment 3 and as needed until you submit the final version
of the business plan.
The written portion of the Financials will be included in the
written portion of Assignment 4.

28. Keep up the good work.