Business Plan Company Description

Fountain Inc. is a company that will be set in the non-alcoholic beverage industry. In particular, the company will focus on producing energy drinks to the market. Fountain Inc. intends to provide the consumer market with an ostentatious product combined with outstanding value, manufacturing and retailing a drink that not only increases and boosts the consumers' energy, but also congruently provides an enjoyable and satisfying taste. In recent periods, statistics indicate a steady increase in the consumption levels of energy drinks, not only in the United States, but globally as well. The main headquarters of Fountain Inc. will be situated in the state of Ohio.

Mission and Vision

The mission of the company is to manufacture non-alcoholic beverages that have a transcendent taste that will oppose all other beverages in the marketplace and one that offers an energizing feel to the customers enduring for a lengthy period of time. Fountain Inc. will have the objective of getting the best out of returns by providing its consumers with a quality beverage that satisfies and quenches the thirst and energy needs in an easy way and by providing employees a dynamic and healthy work setting. On the other hand, the vision of Fountain Inc. is to become the biggest international manufacturer of an assortment of non-alcoholic beverages, esteemed by its consumers and employees all across the world.

SWOT Analysis

SWOT Analysis is a beneficial technique employed for understanding the company's Strengths and Weaknesses, and for identifying both the Opportunities open to it and the Threats it faces. The company can employ this technique to determine whether something is an internal or internal factor and how it hampers or benefits the company, not only in the present state, but also in the prospective future (Warner, 2010).

1. Strengths

One of the main strong suits of Fountain Inc. is that it will be one of the selective few non-alcoholic beverage companies, which will present juice products to the consumers in the market. In view of that, this aspect can be utilized as a unique competitive advantage or edge for the company. Therefore, Fountain Inc. can market and promote its product in billboards and ads as a distinctive product that offers healthier alternatives in comparison to the rival companies in the market. Being a new entrant into the non-alcoholic beverage market, Fountain Inc. has a strength in that it can easily research the specific product that the consumers desire and thereafter present it.

2. Weaknesses

One of the weaknesses of Fountain Inc. is that being a new company, its institutional elements, such as its long-term objectives and also management of business functions have to be analyzed and reviewed to attain improvement and optimal productivity. Another key weakness of the company is that owing to freshly entering the market, it lacks proper brand awareness and also in-depth penetration in terms of distribution within the market. The company will find it initially difficult to guarantee that its products will reach and be retained in numerous and diversely located outlet stores.

3. Opportunities

One of the key prospects for Fountain Inc. is that it has the chance to establish itself as a brand that is associated with healthiness and well-being. In recent periods, there have been numerous concerns regarding health impacts of energy drinks and the endeavor of consumers to have healthier options. By placing itself as a preferred product that is healthier matched against the other energy drinks, Fountain Inc. can set its reputation and brand as a consumer favorite and a household name. This is through altering the negative viewpoints and outlooks of the energy drinks and concentrating on the health benefits contained within the drink with regard to its components and ingredients, and simultaneously providing the energy boost required by the consumers.

One other prospect is that energy drinks and non-alcoholic beverages in general are progressively becoming all the more prevalent, especially with consumers having a reduced amount of free time and at the same time have a greater level of disposable income. This increasing growth rate of the categorization of energy drinks is owing to the incentive of devising the precise product for the exact targeted group and instituting it at the correct place. In addition, when manufacturing energy drinks, Fountain Inc. can place its focus on targeting the youth to not only increase its prominence, but also, at the same time, increase the number of sales.

4. Threats

One of the threats that the company faces...

The threat is that if the organization does not acclimatize to these proclivities or inclinations, it is guaranteed to lose its consumer base well as lose out on plausible consumers. Furthermore, as the cohort of the targeted group who delighted in the initial energy drinks become of age, Fountain Inc. will be required to change its marketing strategies so as to take this into consideration. In the future years, the customers will demand practical and purposeful energy drinks, that take into consideration their character requirements, for instance, sexual category, age, and way of life. The inference of this is that energy drinks will have to be for a detailed targeted group. The influence that proclivities and preferences have, for instance, health and convenience, varies contingent on particularly how cognizant and familiarized the customers are with the energy drink. As a result, not bearing this in mind will have an adverse effect on the business. Fountain Inc. has to make certain that it is a trademark that is perceived as an energy drink manufacturer that is efficacious and one which the customers can actually be capable of trusting otherwise they will not have an entitlement in the market as there are several competitive energy drinks.
Industry Trend and Product Edge

In recent number of years, statistics from market research studies have indicated that there is a massive and gradual escalation in the level of consumption of energy drinks in the United States and also across the world in general. In the same case, there has also been an increase in the products retailed as energy drinks in the consumer market. The competitive feature that the company will have is that the company will have a juice product. In addition, the company will generate products with different flavors such as Grape, Lemonade, and orange. The company will also produce other competitive product lines that will include energy water and energy cola. One other competitive feature is that the energy drink will be packaged in two different forms; one in 16 ounces and the other in 24 ounces. In addition, the price set for the product is a competitive one, and one that is befitting the targeted consumer market. With regard to the 16 ounce can, a case of the product will cost 35 dollars. On the other hand, with regard to the 24 ounce can, a case of the product will cost 22 dollars. It is imperative to note that these prices are cut-throat and therefore will present a great deal of competition to other products in the market.

Marketing Plan & Sales Strategy

1. Target Market

The target market for Fountain Inc. is centered on a specific audience of males and females aged between eighteen and twenty-four years. Typically, this cohort, in most instances, encompasses individuals expecting to join university colleges or have already commenced. It is imperative to note that these individuals are yet to start working as full-time professionals. As a result, it is during this phase that these consumers experience extreme changes in their life. These sorts of life changes encompass different aspects, such as schooling, social activities and partaking in short-term jobs, which are challenging in the college setting. Hence, it is because of this precise reason that Fountain Inc.'s consumer target all over the country is presently experiencing these sort of defining moments in their lives. This life period necessitates a great deal of energy in order to successfully undertake all of these activities in a day. Therefore, the energy drink produced by the organization will make it possible for the consumers to pull off long days and nights of constant part-time working and studying. This will be fitting and beneficial for the company as statistics from the U.S. Census Bureau (2016) indicates that the State of Ohio is ranked 7th for having the highest numbers of 18- to 24-year-olds in the nation.

2. Market Competition

The non-alcoholic industry is a significantly competitive industry, and the same case applies for the energy drink industry in which Fountain Inc. is expected to operate in. There are energy drink corporations that will present stiff competition for Fountain Inc. In particular, the following three companies will be the main competitors for the organization:

1. Red Bull

Red Bull is a serious competitor for Fountain Inc. as it is the leading company in the energy drink industry. To start with, the company has a prominent strategic tagline, which enhances the brand and trademark of the company, asserting "Wings When You Need Them." Red Bull has become a household name;…