Running Head Week 1 Discussion

Running Head Week 1 Discussion

WEEK 1 DISCUSSION 3 BUS 599 Week 1 Discussion Name Institution BUS 599 Week 1 Discussion NAB company name is Sparkling drinks. A major reason for operating under the name “Sparkling Drinks” is that customers have an impression about the quality of products offered. Since the term "Sparkling" has a close association with positive qualities, it is likely to influence consumers to believe in the good quality of the products offered for sale. A short-term goal of Sparkling Drinks is to become a leading supplier of bottled water in Charleston, SC, and the surrounding cities. A long-term goal is to penetrate the US non-alcoholic beverage industry and acquire a significant market share.

Sparkling Drinks will offer three types of bottled water: pure spring water, aqua water, and valley spring. In addition to utilizing advanced technology in production, the company will implement quality assurance processes to guarantee product quality. Emphasis will also be placed on improved customer service to gain a competitive advantage over other industry players. The mission of Sparkling Drinks is to provide quality bottled water at environmentally sustainable levels by applying technology and outstanding processes to delight customers. The company also aims to build a sociable, pleasant, and enjoyable environment by offering a wide range of high-quality non-alcoholic drinks.

This approach aligns with the views of Twarowska and Kąkol (2013), who emphasize the importance of businesses creating and dealing in products that make consumers feel relaxed and are sold at reasonable prices.

Paper For Above instruction

Introduction

The beverage industry in the United States is highly competitive, characterized by rapid innovation, diverse consumer preferences, and increasing emphasis on health consciousness and sustainability. Emerging companies like Sparkling Drinks aim to carve out a significant market share by focusing on product quality, customer service, and strategic market positioning. This paper explores the strategic goals, branding, product offerings, and operational strategies of Sparkling Drinks, illustrating how they align with contemporary business practices and consumer expectations.

Strategic Goals and Market Positioning

At the heart of Sparkling Drinks’ strategic plan are its short-term and long-term goals. In the immediate future, the company aspires to establish itself as a leading bottled water supplier within Charleston, South Carolina, and neighboring markets. Achieving this involves leveraging distinctive branding—using the name “Sparkling” to evoke images of freshness, purity, and quality. This branding strategy aims to resonate with health-conscious consumers seeking reliable hydration options. Long-term, the company intends to expand its footprint across the United States, entering the broader non-alcoholic beverage market and capturing a significant share. Growth strategies include expanding product lines, increasing distribution channels, and building brand loyalty among a diverse customer base (Porter, 1985).

Product Offering and Innovation

Sparkling Drinks’ product lineup features three varieties of bottled water: pure spring water, aqua water, and valley spring. These products are chosen to cater to different consumer preferences and price points, providing options for health-conscious buyers and those seeking premium hydration. To ensure product integrity, the company employs advanced technology in production—such as state-of-the-art filtration and bottling processes—to meet high-quality standards. Moreover, stringent quality assurance measures will be implemented, including regular testing and adherence to environmental and safety regulations, to reassures customers and build brand trust (Giansanti et al., 2019).

Customer Service and Competitive Advantage

Beyond product excellence, Sparkling Drinks emphasizes superior customer service to distinguish itself from competitors. This focus includes responsive communication, timely delivery, and personalized engagement with customers and retail partners. Such initiatives foster loyalty and brand advocacy, which are critical in crowded markets. Additionally, the company’s commitment to sustainability—using environmentally friendly packaging and eco-conscious practices—aligns with modern consumer values and can serve as a competitive differentiator (Kim & Mauborgne, 2005).

Mission and Organizational Values

According to its mission statement, Sparkling Drinks aims to provide "quality bottled water at environmentally sustainable levels by applying technology and outstanding processes to delight customers." This mission underscores the dual priorities of quality and sustainability, which are increasingly central to contemporary business models. By fostering a sociable and enjoyable environment, and offering diverse non-alcoholic beverages, the company aims to become not just a product provider but a lifestyle brand that resonates with consumers’ desires for health, wellness, and community connection (Lemon & Verhoef, 2016).

Conclusion

In conclusion, Sparkling Drinks exemplifies a strategic approach rooted in strong branding, product differentiation, quality assurance, and customer-centricity. Its focus on environmental sustainability and innovative practices positions it well to penetrate local markets and expand nationally. As the company progresses, continuous adaptation to consumer trends and technological advances will be essential for maintaining competitive advantage and achieving long-term success in the dynamic beverage industry.

References

• Giansanti, D., Musumeci, R., & Potenza, D. (2019). Quality assurance in bottled water industry: Policies, standards, and practices. Journal of Food Quality, 2019, 1-12.
• Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Harvard Business Review, 77(10), 76-84.
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
• Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
• Twarowska, K., & Kąkol, M. (2013). International Business Strategy-reasons and forms of expansion into foreign markets. Poland: Maria Curie-Skłodowska University.