Business Name:  Uptown Swirl

1-For this essay you must prepare (7) pages and include Past and Future Growth worksheet.  The worksheet must be included with the essay (see attachment for example).  The essay grading rubric is attached and must be followed in completing this essay.  (see attachment)

2-Uptown Swirl’s SWOT Analysis is provided and must be incorporated in this essay.  Please expand and be very specific with detailed (see attachment)

3-Lastly, the essay must include (3) references and be error-free of spelling, grammar and punctuation.  A plagiarism report must be provided and is a part of the accepted bid.

1/18/2020 Rubric Detail – BUS599164VA016-1202-001

https://blackboard.strayer.edu/webapps/rubric/do/course/gradeRubric?mode=grid&isPopup=true&rubricCount=1&prefix=_21046858_1&course_id=_26… 1/3

Unacceptable 0 -69% F Fair 70 – 79% C
Proficient 80 –
89% B

Exemplary 90 –
100% A

1. Create your
revised NAB
company name,
explain its
significance, and
describe your
NAB.

0 (0.00%) – 6.9
(6.90%)

Did not submit or
incompletely
created your
revised NAB
company name,
explained its
significance, and
described your
NAB.

7 (7.00%) – 7.9
(7.90%)

Partially created
your revised NAB
your revised NAB
company name,
explained its
significance, and
described your
NAB.

8 (8.00%) – 8.9
(8.90%)

Satisfactorily
created your
revised NAB
company name,
explained its
significance, and
described your
NAB.

9 (9.00%) – 10
(10.00%)

Thoroughly
created your
revised NAB
company name,
explained its
significance, and
described your
NAB.

BUS599-A1-2
2. Develop your
revised
company’s
Mission
Statement and
provide a
rationale for its
components.

0 (0.00%) – 6.9
(6.90%)

Did not submit or
incompletely
developed your
revised
company’s
Mission
Statement and
did not submit or
incompletely
provided a
rationale for its
components.

7 (7.00%) – 7.9
(7.90%)

Partially
developed your
company’s
revised Mission
Statement and
thoroughly
provided a
rationale for its
components.

8 (8.00%) – 8.9
(8.90%)

Satisfactorily
developed your
company’s
revised Mission
Statement and
thoroughly
provided a
rationale for its
components.

9 (9.00%) – 10
(10.00%)

Thoroughly
developed your
company’s
revised Mission
Statement and
thoroughly
provided a
rationale for its
components.

BUS599-A1-3
3. Describe the
trends in the
non-alcoholic
beverage
industry,
especially the
specific type of
beverage
category you
have chosen.

0 (0.00%) – 6.9
(6.90%)

Did not submit or
incompletely
described the
trends in the non-
alcoholic
beverage
industry,
especially the
specific type of
beverage
category you
have chosen.

7 (7.00%) – 7.9
(7.90%)

Partially
described the
trends in the non-
alcoholic
beverage
industry,
especially the
specific type of
beverage
category you
have chosen.

8 (8.00%) – 8.9
(8.90%)

Satisfactorily
described the
trends in the non-
alcoholic
beverage
industry,
especially the
specific type of
beverage
category you
have chosen.

9 (9.00%) – 10
(10.00%)

Thoroughly
described the
trends in the non-
alcoholic
beverage
industry,
especially the
specific type of
beverage
category you
have chosen.

Name: BUS599 Week 3 Assignment 1: Company Description and SWOT Analysis

Description: BUS599 Week 3 Assignment 1: Company Description and SWOT Analysis
ExitExit

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1/18/2020 Rubric Detail – BUS599164VA016-1202-001

https://blackboard.strayer.edu/webapps/rubric/do/course/gradeRubric?mode=grid&isPopup=true&rubricCount=1&prefix=_21046858_1&course_id=_26… 2/3

Unacceptable 0 -69% F Fair 70 – 79% C
Proficient 80 –
89% B
Exemplary 90 –
100% A

BUS599-A1-4
4. 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.

0 (0.00%) – 6.9
(6.90%)

Did not submit or
incompletely
chose one (1)
strategic position
from the course
text (pp. 142–
143) that you
believe is the best
strategic position
for your company.
Did not submit or
incompletely
explained the
approach you will
use to implement
this strategic
position in order
to distinguish
your beverage
from other non-
alcoholic
beverages.

7 (7.00%) – 7.9
(7.90%)

Partially chose
one (1) strategic
position from the
course text (pp.
142–143) that
you believe is the
best strategic
position for your
company.
Partially
explained the
approach you will
use to implement
this strategic
position in order
to distinguish
your beverage
from other non-
alcoholic
beverages.

8 (8.00%) – 8.9
(8.90%)

Satisfactorily
chose one (1)
strategic position
from the course
text (pp. 142–
143) that you
believe is the
best strategic
position for your
company.
Satisfactorily
explained the
approach you will
use to implement
this strategic
position in order
to distinguish
your beverage
from other non-
alcoholic
beverages.

9 (9.00%) – 10
(10.00%)

Thoroughly chose
one (1) strategic
position from the
course text (pp.
142–143) that
you believe is the
best strategic
position for your
company.
Thoroughly
explained the
approach you will
use to implement
this strategic
position in order
to distinguish
your beverage
from other non-
alcoholic
beverages.

BUS599-A1-5
5. 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.

0 (0.00%) – 6.9
(6.90%)

Did not submit or
incompletely
provided an
overview of your
company’s
distribution
channels. Did not
submit or
incompletely
explained the
manner in which
your product will
reach end users.
Did not submit or
incompletely
provided a
rationale for your
chosen method.

7 (7.00%) – 7.9
(7.90%)

Partially provided
an overview of
your company’s
distribution
channels.
Partially
explained the
manner in which
your product will
reach end users.
Partially provided
a rationale for
your chosen
method.

8 (8.00%) – 8.9
(8.90%)

Satisfactorily
provided an
overview of your
company’s
distribution
channels.
Satisfactorily
explained the
manner in which
your product will
reach end users.
Satisfactorily
provided a
rationale for your
chosen method.

9 (9.00%) – 10
(10.00%)

Thoroughly
provided an
overview of your
company’s
distribution
channels.
Thoroughly
explained the
manner in which
your product will
reach end users.
Thoroughly
provided a
rationale for your
chosen method.

1/18/2020 Rubric Detail – BUS599164VA016-1202-001

https://blackboard.strayer.edu/webapps/rubric/do/course/gradeRubric?mode=grid&isPopup=true&rubricCount=1&prefix=_21046858_1&course_id=_26… 3/3

Unacceptable 0 -69% F Fair 70 – 79% C
Proficient 80 –
89% B
Exemplary 90 –
100% A

BUS599-A1-6
6. 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.

0 (0.00%) – 10.35
(10.35%)

Did not submit or
incompletely
outlined at least
three (3) types of
risks (including
any regulatory
risks) that your
business faces.
Did not submit or
incompletely
described your
company’s plan to
mitigate such risk.

10.5 (10.50%) –
11.85 (11.85%)
Partially outlined
at least three (3)
types of risks
(including any
regulatory risks)
that your
business faces.
Partially
described your
company’s plan to
mitigate such risk.

12 (12.00%) –
13.35 (13.35%)
Satisfactorily
outlined at least
three (3) types of
risks (including
any regulatory
risks) that your
business faces.
Satisfactorily
described your
company’s plan
to mitigate such
risk.

13.5 (13.50%) – 15
(15.00%)

Thoroughly
outlined at least
three (3) types of
risks (including
any regulatory
risks) that your
business faces.
Thoroughly
described your
company’s plan
to mitigate such
risk.

BUS599-A1-7
7. Develop a
SWOT analysis
for your NAB
company using
the SWOT matrix
worksheet in the
course text (p.
153 | SWOT:
Strengths /
Weaknesses /
Opportunities /
Threats)

0 (0.00%) – 13.8
(13.80%)

Did not submit or
incompletely
developed a
SWOT analysis
for your NAB
company using
the SWOT matrix
worksheet in the
course text (p.
153 | SWOT:
Strengths/
Weaknesses/
Opportunities /
Threats)

14 (14.00%) – 15.8
(15.80%)

Partially
developed a
SWOT analysis
for your NAB
company using
the SWOT matrix
worksheet in the
course text (p.
153 | SWOT:
Strengths /
Weaknesses /
Opportunities /
Threats)

16 (16.00%) – 17.8
(17.80%)

Satisfactorily
developed a
SWOT analysis
for your NAB
company using
the SWOT matrix
worksheet in the
course text (p.
153 | SWOT:
Strengths /
Weaknesses /
Opportunities /
Threats)

18 (18.00%) – 20
(20.00%)

Thoroughly
developed a
SWOT analysis
for your NAB
company using
the SWOT matrix
worksheet in the
course text (p.
153 | SWOT:
Strengths /
Weaknesses /
Opportunities /
Threats)

BUS599-A1-8
8. Clarity, writing
mechanics, and
formatting
requirements

0 (0.00%) – 10.35
(10.35%)

More than 6
errors present

10.5 (10.50%) –
11.85 (11.85%)
5-6 errors present

12 (12.00%) –
13.35 (13.35%)
3-4 errors present

13.5 (13.50%) – 15
(15.00%)

0-2 errors present

Name:BUS599 Week 3 Assignment 1: Company Description and SWOT Analysis

Description:BUS599 Week 3 Assignment 1: Company Description and SWOT Analysis
ExitExit

COMPANY: UPTOWN SWIRL

6-Page paper is required w/minimum of three references

1. Create your revised Non-Alcoholic beverage (NAB) company name and explain the name’s significance to you. Describe a NAB that you would produce and sell. Uptown Swirl

2. Develop your revised company’s mission statement and provide a rationale for its components.

“To be the best business in Fayetteville, North Carolina that offers the unique flavor of products for generation to generation with a compelling track of consumer satisfaction through our refreshments.”

Hints: Use the Statement of Mission template on pages 72–73 of the course textbook, Successful Business Plan, to aid your development.

Extract appropriate information from the NAB Company Portfolio, where applicable. You should fill in other required items in the template using your personal preferences. 

3. Describe the trends in the non-alcoholic beverage industry, especially the specific type of beverage category you have chosen. (frozen yogurt, milkshakes, and bite-size desserts)

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 and recent data. (See attachment—must include diagram inside of the assignment/essay)

· Choose one 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. (Strategic Position for Uptown Swirl: Customer Perception Factors)

· 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. (Uptown Swirl is a Non-alcoholic Beverage Business which will sell directly to consumers)

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 directly to consumers, for example, online via a monthly subscription, how will you manage warehousing/fulfillment/shipping?

· Outline at least three types of risks (including any regulatory risks) that your business faces. Describe your company’s plan to mitigate such risk. (Uptown Swirl three types of risks are: Market, Competitive and Product 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). (See attachment–Uptown Swirl SWOT Analysis—you must use what is provided and expand on what is provided)

·
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, and 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:

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.  (Please cite three references)

b. The paper must be typed, double-spaced, using Times New Roman font (size 12), with 1-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.

c. 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

STRATEGIC MANAGEMENT
BUS599164VA016-1202-001
WEEK 2 DISCUSSION

COLLAPSE

Uptown Swirl

Uptown swirl is a unique company that offers organic products to its clients who are aimed at
buying health desserts and non-alcoholic beverages. The company is located in a very strategic area
North Carolina where the demands for its products is very high. However, the firm faces a high
competition from similar companies in this industry who are founded in this area or other international
companies that have expanded here due to the demand. Therefore, it is important for Uptown Swirl to
use the opportunities available to them to set up a big business that is focused on fulfilling the needs of
the clients so as to mitigate the risks that are in the markets.

Strengths

The major strength of this company is that it offers a wide variety of products to the consumers
which are sold at affordable prices. The numerous products are able to attract individuals from all
demographic categories; the products produced by Uptown Swirl are able to cater for all the needs of
the clients thereby bringing satisfaction. Due to the focus of the company to offer healthy beverages
and desserts, the company is able to produce products which are of high quality as a competition
strategy (Hidiroğlu, 2019). Through getting its raw materials from the local farmers, the company
establishes a mutual relationship with the local community and thus increases their tendency to
purchase the products that it offers.

Weaknesses

The main business of this company requires that the company preserve the products under low
temperature which implies that a lot of money is spent to investing in refrigerators and freezers. In
addition, these products cannot stay for long periods and thus the company has to ensure that they are
consumed as fast as possible to avoid losses. The high competition posed by already established
companies which are widely known in the region greatly affects this small company. The ingredients
used in the production of these products make it hard for the company to maintain low prices for its
products (David.et.al, 2017). The variety of refreshments that the firm produces requires a lot o labor
costs which the firm is unlikely to afford due to its size of capital and business.

Opportunities

Uptown swirl has a chance to expand its business since the raw materials required in its
production are locally found. The low cost of the ingredients saves a lot of money for the firm which
helps in reducing prices and increasing the variety of products. The already established businesses in this
industry have created a way for the Uptown swirl to thrive since the people are hard-core fans of
beverages (Rothaermel, 2017). The newly created flavors by Uptown swirl will maximize its sales
because many people are looking for new kinds of beverages and desserts. Interacting with local
farmers and promoting livelihood in this area enables the firm to stand higher chances of being popular
in this area and thus be able to promote its sales

Threats

https://blackboard.strayer.edu/webapps/discussionboard/do/message?action=list_messages&course_id=_261619_1&nav=discussion_board&conf_id=_229541_1&forum_id=_3028793_1&message_id=_82559408_1

There is a risk of Uptown swirl losing some of its targeted consumers to the already established
brands in this locality which have thrived before the company was created. The increased variety of
flavors introduced by the companies increases the costs of production due to the required capital in
refrigeration which might hinder the firm from producing them. Threat of copied ideas by other firms is
common which might pose great competition against uptown Swirl. Maintaining the production of
organic products might pose a threat of having marginalized income in the company.