Strategic Management

Task:
The name of the non-alcoholic company is “Elite South”. The reason of selecting this name is that “Elite” means a group that is superior in terms of ability or qualities and in Southern part of United States consumption of soft drink is in highest quantity. This company produces non-alcoholic energy drinks for people.
The mission of this company is to provide best quality soft drink to its customers which can provide them refreshment. Company wants to keep its customers happy and satisfied. There are different components of mission of the company such as market, Self- concept, Concern of survival and public image. All these are main components of the organisation as it is a new company and for them market and its components are essential factors.
There are five major trends NAB companies are focusing on such as Functionality, Fermented drinks, Personalisation, Alcohol free alternatives, and Sustainability. All these trends are having some significance which is helping NAB companies to focus on their customers.
Since there is a raise in beverage industry many new products has been launched every-day which has several benefits which are focusing on such as stress reliever, immune system, health and beauty all these features helps in maintaining functionality. Fermented drinks also have several health benefits such as it helps in digestion, it is probiotic rich and it also helps in boosting immune. Personalisation is the important aspect as every company has to launch new and personalised product in the market to attract target customers. It is not necessary that every individual consumes alcohol so there is requirement of an alternative and NAB is the alternative. Companies should avoid using products which can harm environment because today consumers are aware about the environmental pollution and they have started avoiding products which can harm environment (Burrell, 2019).
Rapid growth is analysed in Non-alcoholic industry in United States. According to a research NAB industry is growing 1.2% annually and revenue of US$248,552 m is generated in 2020 and market is expecting a high growth in 2020-2023. An average per capital consumption stands at 220.3 litres in 2020 (Esser, Clayton, & Brewer, 2017).
Root beer is made up of different types of herbs, roots, berries and barks. This can also be considered as medical beverage. And there is an immense growth which is analysed in the market. 



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