Create Your Revised NAB Company Name And Explain Its Signifi

Create Your Revised Nab Company Name And Explain Its Significanceth

1. Create your revised NAB company name and explain its significance. The name of my company is Najelle Natural Juices. My middle name is Janelle, so Najelle is a play on that. After years of unhealthy eating and researching what it takes to be more healthy, I have discovered that the first thing we can change is the way we drink. There are so many empty calories and unhealthy sugars found in soft drinks and fruit juices that I wanted to create a healthy all-natural juice where the calories counted towards our health and our daily nutritional goals. Drinking my calories was what aided in my weight gain. I wasn’t big on just drinking water; I like fruit juices and thought I was doing a good thing for my body by not drinking soft drinks. That was until I saw how many grams of sugar and carbs the fruit juices contained—they had more carbs than soft drinks. I was in shock and knew that there had to be a better way than to only be confined to drinking plain water.

I chose Najelle Natural Juices as the name because I had to take care of myself first before I could take care of my loved ones and others. My health had to improve before I could help others improve their health. That is why I chose a part of me as the name of my company.

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Creating a compelling and meaningful company name is a foundational step in establishing a brand identity that resonates with consumers and reflects the core values of the business. In this case, "Najelle Natural Juices" was carefully chosen to embody personal significance and health-conscious principles. The name is a play on the founder's middle name, Janelle, symbolizing a personal connection that emphasizes authenticity and dedication to health and wellness. This personal touch underscores the company's commitment to providing natural, nutritious products that align with healthier lifestyle choices.

The emphasis on "Natural Juices" in the name signals a focus on organic, minimally processed ingredients free from artificial additives. This aligns with current industry trends favoring health-oriented beverages and caters to consumers seeking natural alternatives to conventional fruit drinks that are often laden with added sugars and preservatives.

Furthermore, the choice reflects an aspirational ethos—prioritizing self-care as a prerequisite for caring for others. In health marketing, personal stories and authentic values are powerful tools for connecting with audiences and building loyalty. The name encapsulates this philosophy, serving as a reminder that health begins with individual choices, which then ripple outward to positively impact family, community, and society.

In summation, Najelle Natural Juices’ name is a strategic reflection of personal commitment, health values, and the company's mission to offer wholesome, organic beverages. It seeks to differentiate itself in a crowded market by establishing trust through authenticity and by aligning with consumer desires for transparency, health benefits, and natural ingredients.

Develop your revised company’s Mission Statement and provide a rationale for its components

My Mission Statement is: Najelle Natural Juices aims to create and provide the most organic, refreshing, healthy juices that will make your taste buds jump for joy. We are dedicated to making sure not only our consumers live healthier lives but also our employees, investors, and purchasers to all be able to enjoy the fruit of our labor. It’s important to make sure we all live healthier lives. In my mission statement, I want us all to be healthy; for the company to flourish, everyone involved has to make Najelle Natural Juices a part of their everyday living to be examples to others and also to be a living, walking testimony to how great our juices are. Our health should be our top priority.

There are so many ailments today, and the majority of them can be prevented by our diets. I want my company to be a part of the preventive methods to help people live healthier lives.

Describe the trends in the non-alcoholic beverage industry, especially the specific type of beverage category you have chosen. Justify at least three (3) reasons why you have chosen this type of non-alcoholic beverage

Current trends in the non-alcoholic beverage industry show significant growth in energy drinks, bottled water, and sports drinks. Companies are reworking recipes to appeal to health-conscious consumers, emphasizing authenticity by sourcing organic ingredients and transparent production methods. Additionally, smaller packaging sizes are becoming popular, catering to on-the-go lifestyles and portion control.

The trend most relevant to Najelle Natural Juices is the rise of health-oriented beverages like organic energy drinks, flavored waters, and specialty juices. Major brands such as Pepsi and Coca-Cola are expanding their healthy product lines, including organic Gatorade, flavored waters, and sparkling juices, aiming to meet consumer demand for wellness-driven options (Business Insider, 2016). This shift reflects a broader industry movement toward products that promote health benefits rather than merely calorie reduction.

I have chosen Najelle Natural Juices because of its focus on natural, organic ingredients and health benefits. Unlike many "healthy" juices available in the market like Naked Juices, which are often high in sugars and carbs, Najelle emphasizes low sugar and carb content while maintaining great taste. Opting for organic and chemical-free production ensures that the juice remains free from pesticides and preservatives, which are prevalent in conventional fruits and vegetables. This commitment aligns with current consumer preferences for transparency, purity, and healthfulness in food and beverage choices.

Another reason for choosing this beverage category is its potential to address the obesity epidemic. By providing nutritious, low-calorie options that also satisfy taste buds, Najelle Natural Juices can serve as part of a preventive strategy against obesity, especially among children. As parents control their children’s diets, offering a healthy alternative to sugary drinks is an impactful contribution to public health.

Choose one (1) strategic position from the course text 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

Customer Perception Factors is the strategic position best suited for Najelle Natural Juices. Given the crowded market with numerous brands claiming to offer natural and healthy beverages, the company's success heavily depends on consumers' perceptions of its authenticity and quality. By cultivating positive customer perceptions through consistent quality, transparency about ingredient sourcing, and effective branding, Najelle can build a loyal customer base.

This approach will involve leveraging word-of-mouth marketing, encouraging satisfied customers to share their positive experiences, and fostering community engagement through social media and local events. Providing tasting samples at health food stores and health clubs can also enhance perceptions of freshness and authenticity, reinforcing the brand’s commitment to natural health benefits. Ensuring exceptional customer service and transparent communication about the organic nature of the ingredients will help differentiate Najelle Natural Juices from competitors.

Over time, these perception factors will influence purchasing decisions, enhance brand reputation, and create emotional connections with consumers—ultimately driving sales and market share.

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.

Najelle Natural Juices plans to initially distribute its products through health food stores and high-end health clubs. Due to the perishable nature of organic juices, maintaining freshness is crucial, so the company will focus on direct relationships with these outlets, offering sampling opportunities and establishing refrigerated storage.

The distribution strategy involves setting up sampling booths to gather consumer feedback, building brand awareness, and encouraging immediate purchase. Based on sales performance, the company will negotiate for dedicated shelf space and adjust delivery frequency to ensure product freshness and availability. This indirect distribution approach leverages the existing customer base and credibility of health-focused outlets, which are more likely to attract health-conscious consumers seeking organic products.

Eventually, the goal is to expand into major grocery stores, but starting with specialty retailers allows for better control over product quality and brand positioning. This targeted distribution approach ensures that Najelle Natural Juices reaches the right consumers and sustains product integrity through rapid turnover and minimal storage time.

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.

The primary risks facing Najelle Natural Juices include competitive risks, product risks, and regulatory risks.

Competitive risks arise from many brands claiming to offer natural, healthy beverages. To mitigate this, the company will emphasize transparency, quality, and consistent messaging that highlights the organic and health benefits of its products. Building a strong brand reputation through customer testimonials and marketing will help differentiate Najelle in a crowded market.

Product risks involve maintaining the balance between low sugar and carbohydrate content while ensuring the juice remains palatable. To address this, ongoing product development and sensory testing will help optimize flavor without compromising health benefits. Using natural sweeteners and carefully sourcing ingredients will also help maintain taste profiles that appeal to consumers seeking healthy options.

Regulatory risks pertain to ensuring compliance with safety standards, proper labeling, and accurate expiration dating. To mitigate these, the company will strictly follow FDA guidelines for food safety and labeling, implement rigorous quality control measures during production, and maintain clear documentation of supply chain practices. Regular audits and staff training will ensure adherence to safety regulations, minimizing the risk of product recalls or legal issues.

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

Strengths

  • Unique, personal brand connection through founder’s story
  • Focus on organic, minimally processed ingredients
  • Growing market demand for healthy beverages
  • Potential for strong word-of-mouth marketing
  • Strategic positioning on health benefits and authenticity

Weaknesses

  • Limited initial distribution channels
  • Short shelf life due to natural ingredients
  • High manufacturing costs for organic sourcing
  • Relatively new brand with low market recognition
  • Limited marketing budget initially

Opportunities

  • Expanding health-conscious consumer base
  • Partnerships with health food stores and gyms
  • Product line extensions (flavors, other health beverages)
  • Growing awareness of organic benefits
  • Potential international markets with similar health trends

Threats

  • Intense competition from established brands
  • Fluctuations in organic ingredient costs
  • Regulatory changes affecting labeling and ingredients
  • Market saturation in health beverage segment
  • Consumer skepticism about new brands

References

  • Berry, T. (2016). What Is a SWOT Analysis? Business Risks. Retrieved from https://www.businessnewsdaily.com
  • Business Insider. (2016). The 4 biggest ways American beverage consumption will change in 2016. Retrieved from https://www.businessinsider.com
  • Taylor, K. (2016). The 4 biggest ways American beverage consumption will change in 2016. Retrieved from https://www.forbes.com
  • Food and Drug Administration. (2020). Food Labeling & Nutrition. Retrieved from https://www.fda.gov
  • Statista. (2023). Non-alcoholic beverage market size worldwide. Retrieved from https://www.statista.com
  • Mintel. (2022). Organic beverages market report. Retrieved from https://www.mintel.com
  • Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). Customer Perceptions of Quality and Value: The Influence of Service Quality and Value on Customer Satisfaction and Loyalty. Journal of Marketing, 64(4), 32–47.
  • Gordon, W., & Cowan, G. (2017). Strategies for Organic Food Marketing. Journal of Food Products Marketing, 23(4), 324-339.
  • Smith, J. (2021). Beverage Industry Trends and Consumer Preferences. Beverage Digest, 14(2), 45-60.
  • Johnson, M. E., & Liu, J. (2019). Navigating Regulatory Challenges in Organic Food Industry. Food Regulatory Affairs, 8(3), 112-125.

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