Organic Juice Business Model

Honestly Juices offers fresh organic juice products that meet the healthy living needs of the targeted consumers. The company’s branded fresh fruit juices are purely organic and devoid of any health hazards. The need to focus on addressing the health and welfare of juice consumers is symbolic and inspired the name, Honestly Juice. It indicates that customers are guaranteed organic and high-quality fresh fruit juices at Honestly Juice. As a result, the company seeks to uphold a success culture that manifests in shared values like integrity, transparency, and honesty. Honestly’s fresh organic juice products are designed to offer a wide range of nutritional health benefits and packaged in 6-ounce, 12-ounce, and 1-quart biodegradable box containers. The various fruit juices will include apple, mango, pineapple, pear, grape, and strawberry juices. Also, a certified nutritionist for quality assurance verifies the 100% non-GMO fruit juices.

Mission Statement

Honestly’s mission statement is “to enthusiastically offer fresh juice lovers with sustainable, non-GMO, pesticide-free, and purely natural fruit juices that are healthy and enjoyable for young and adult consumers.” This is to say that the Honestly Juice is a production business that envisions becoming a top-selling and life-transforming non-alcoholic beverage business by focusing on addressing the health eating needs of its global consumer. The company produces fresh, branded, 100% non-GMO fruit juices that fit the health needs of targeted juice consumers.

Trends in the Industry

The non-alcoholic beverage industry is a fast-growing entrepreneurial sector internationally. According to Modor Intelligence (2018), the industry has grown steadily in the recent past at a compound annual growth rate (CAGR) of 4.71%. From these statistics, the industry anticipates growth to be approximately $120 billion by the year 2023; showing to the projected increase in volumes of sales amid the expanding array of consumption needs (Modor Intelligence, 2018). Besides, governments and legal frameworks across the globe are adopting sugar-content-restricting rules and policies to encourage healthy production and consumption in the food and beverages industry.

Further, health awareness is one of the most influential trends in the non-alcoholic beverage industry. The telecommunications and industrial advancements make it easier and more efficient to share relevant health information across geographical and cultural boundaries (Corbo, Bevilacqua, Petruzzi, Casanova, & Sinigaglia, 2014). This information has revolutionized consumer trends, as a majority of the customers are opting for safe and healthy consumables depending on ingredients used and the perceived health effects. For this reason, production companies are keen to offer the right products that befit the needs and expectations of the customers (Ashurst, 2016). Honestly Juices’ organic business model will be purposely adopted to take advantage of the non-alcoholic industrial trends that show a growing preference for healthy dieting.

Honestly Juice ventures into the production of 100% non-GMO fruit juices to distinguish its business from non-alcoholic beverage competitors that offer a wide range of carbonated and fresh juices. Other than non-GMO, Honestly focuses on meeting the health demands of fresh juice consumers by sourcing purely organically produced fruits that are free from pesticides and other chemical residues. By producing health-benefiting juice products, Honestly Juice aims to distinguish its business from competitors in a bid to attain the desired market popularity for sustainable development.

Apart from strengthening its business, Honestly Juice offers healthy eating products to address the unmet needs of the people. Despite the growing demand for healthy non-GMO and purely organic foods, very few producers have taken up the challenge to drive the global society toward purely organic foods. As a result, the supply of organic, nutritional, fresh fruit juice creates a sustainable business idea that benefits the twenty-first-century consumer market. For this reason, serving the interests of the people inspires the Honestly Juice business.

Further, Honestly Juice’s fresh and organic products are meant to guarantee a competitive position on the market. As most beverage manufacturers are more concerned about creating value for the business other than seeking sustainable market relevance, Honestly Juice can differentiate its products from Minute Maid and other industrial rivals juices by offering this unique class of products that match the growing trends to prefer healthy dietary products. Honestly Juice managers reckon the importance of maintaining a unique customer experience to build loyalty and brand ambassadorship from the customer base.

According to table 1 below, the non-alcoholic industry has registered steady a growth in the past. Similarly, forecasts show a continued increase in the sales volume, revenues, and the overall industrial growth rate. As compared to a 6% growth rate for the previous two years, the non-alcoholic industry is expected to grow at an average rate of about 33% in the following five 5 fiscal years. Potentially, Honestly Juices stands an opportunity to take advantage of the fast growth rate in the non-alcoholic beverages industry. The first growth rate accounts for the people growing preferences in regard to beverage consumption. Organic products are more preferred on the market owing to the benevolence toward the environment and the health of the consumer.

Table 1: Trends and Projections

Factor

2 years ago

Last year

This year

Following year

Following 5 years (Average)

Total Income ($ billions)

345.55

621.24

889.24

964.99

1300 billion

Sales volume (Total units) billion)

21

34

46

68

102

Total employment (million)

234

298

324

444

786

Industrial growth rate %

6%

8.23%

12.67%

15%

33%

GDP growth rate (%)

4.3%

6%

7.1%

8.3%

12.54%

Rate compared to GDP growth rate.

5.3%

5.6%

6.8%

7.99%

8.1%

Strategic Position

In response to the intense competition in the non-alcoholic beverage industry, Honestly Juice seeks to establish a unique strategic position that is differentiable from the competitors. In this perspective, Honestly Juice assumes a purely organic business model to offer a unique class of quality, fresh juices that fit the healthy desires of consumers. In the implementation process, the purely organic business model will be applied in the sourcing and advocacy for organically produced fruits. Honestly further engages farmers and the general public to enhance environmental awareness and a healthy eating culture. This will sustain Honestly Juices’ uniqueness in offering an experience of a healthy eating culture. According to George, Henthorne, & Williams (2016), this goal is achieved through strategies like pioneering technology adoption and effective research to inform better consumer behavior analysis, product designing, and consistent improvements to enable the manufacturing of a unique class of non-alcoholic beverage products that meet the needs and expectations of the buyers (Abrams, 2014). Honestly Juice focuses on information generation from feedbacks and consumer research to inform performance-improving decisions in the future.

Distribution

Honestly Juice primary goal is ensuring the customers receives the best fresh juices on the market. It is certain that efforts to sustain quality production that befits the needs and expectations of the consumers require the coordination of all the influential stakeholders according to the principles of stakeholder theory of management. Accurate strategic evaluations help Honestly Juice to determine and select the competent suppliers who are capable of ensuring availability and delivery of fresh and purely organic agricultural products that are used as raw materials for juice production. Honestly Juice invests in effective quality assessment with the help of a dietician before approval of fresh farm fruits. Honestly juices’ packaged products will be distributed from the warehouse to selected selling points via railway, bicycles, motorcycles, and hybrid cars. The end-users will access the packaged juice products from supermarket shelves, retail shops, and online retailing platforms.

Risk and Mitigation Plans

Three main types of risks are likely to affect the Honestly Juices business. They include competition, industrial growth rate, and market share strategy risks. The company is vulnerable to a variety of risks and uncertainties particularly because of the nature of its business. These risks are associated Honestly Juice has the mandate to ensure effective mitigation of these risks and uncertainties while optimizing the available business opportunities. Harsh competition and possibly emerging businesses threatens to reduce the company’s attractable market share. Competition is highly unpredictable risk that jeopardizes the business’ market advantage since buyers have access to alternative products from the industrial rivals. The results are low prices and demand of commodities. Honestly Juice addresses the competition risks by effectively planning to align strategic operation with the projected corporate capacities.

In addition, the non-alcoholic beverages industry is growing at a relatively fast rate. As much as a high industrial growth rate provides Honestly Juice with an expansion opportunity, it is challenging for businesses that are distressed when it comes to coping with external dynamics. It calls for routine system improvement to adjust to changes lest the company fails to keep up with the dynamics of competition (Ali & Abdullah, 2017). For this reason, Honestly Juice is particular when it comes to which strategy to adopt at a given time to address well-outlined issues. Routine evaluation and progress reporting programs will be extensively used to monitor the strategic progress with an aim to ensure timely resiliency and responsiveness to potentially emergent issues.

Similarly, by focusing on a wider market segment, Honestly Juice has an opportunity to retain market relevance by guaranteed sales (Kitsios, Grigoroudis, Giannikopoulos, Doumpos, & Zopounidis 2015). However, a large-sized market share calls for a rich investment in quality consumer research to discern strategic capacities. In response to this risk, Honestly Juice insists on accountability when it comes to addressing feedback from customers. This allows for the acceptance of corrections, which will be rectified immediately to reduce the cost of quality. The company will advocate for upholding honestly as a shared value while generating accurate information about the market. It paves the way for sourcing a wide spectrum of relevant information that guides feasible strategic decisions. A perfect example of such strategies is narrowing down the production of purely organic products to differentiate from industrial rivals.

SWOT Analysis

SWOT is a useful strategic analysis tool that shows a business' strengths and weaknesses as well as underlying threats and lurking opportunities (Wheelen, Hunger, Hoffman, & Bamford, 2017). It is critical for informing decisions to countermeasure the constraining factors to a business in the future. In this case, Honestly Juice management stands a chance of optimally strategizing to make use of the prevalent business strengths and opportunities to alleviate the weaknesses and plan for threats to its goal attainment.

Table 2: SWOT Analysis

Internal Environmental Factors

External Environmental Factors

Strengths

Opportunities

i. The 100% non-GMO fresh juice products are branded as a healthy cultural experience to attract buyers. Customers are guaranteed of a unique juice consumption experience from Honestly Juices, which leads in freshness, healthiness, and extra natural fruit taste. Besides attracting, it is expected to significantly enhance customer loyalty.

ii. Honestly Juice enacts infrastructural strengthening via well-defined recruitment talent outsourcing programs.

iii. Honestly Juice is a leader in the adoption of effective corporate social responsibilities

iv. Brand marketing via celebrity endorsement and social media to capture the interests of a wider pool of buyers

i. Crowdfunding initiatives provide a chance to acquire venture capitalists in the future. This is a critical opportunity that requires a strong brand name to lure facilitators from public society.

ii. Advances in the technology and telecommunications sectors of the economy pave the way for effective innovation and accurate research

iii. Wholly sustainable packaging and products put Honestly Juice in a market relevant position. It focuses on echoing environmental conservation and healthy eating to curb preventable dietary diseases in host communities. The organic business model is sustained throughout the core processes as distribution, farmers’ organic support programs, and packaging to build a goodwill reputation for market survival.

iv. The use of data analytics for marketing research and evaluation is expected to inform sound corporate decisions in the future

Weaknesses

Threats

i. The initial product development phase is costly.

ii. Honestly Juice is not as well established and well-financed as its competitors.

iii. Honestly Juice’ marketing approaches are entirely opportunistic and based on probability.

iv. Relying on external forces for products certification and verification (dietician) increases the risks of non-compliance and cost of quality.

i. Potentially intensifying competition

ii. Honestly Juice contracts local farmers to supply fresh fruits. It is likely to jeopardize the functioning of the business in the event of adverse weather conditions.

iii. A lack of commitment toward organic juices among consumers

iv. Indirect competition from Smoothie King and Jamba Juice companies, which offer fresh juices via brick and mortar stores

References

Abrams, R. (2014). Successful Business Plan: Secrets & Strategies (6th e.d.). Palo Alto, CA: Planning Shop.

Ali, N., & Abdullah, M. A. (2017). The food consumption and eating behavior of Malaysian urbanites: Issues and concerns. Geografia-Malaysian Journal of Society and Space,8(6).

Ashurst, P. R. (2016). Chemistry and technology of soft drinks and fruit juices. New York City, NY: John Wiley & Sons.

Corbo, M. R., Bevilacqua, A., Petruzzi, L., Casanova, F. P., & Sinigaglia, M. (2014). Functional beverages: The emerging side of functional foods: commercial trends, research, and health implications. Comprehensive reviews in food science and food safety, 13(6), 1192-1206.

George, B. P., Henthorne, T. L., & Williams, A. J. (2016). Attraction diversity index: The concept, measure, and its relation with tourism destination competitiveness. Revista Turismo: Estudos e práticas, 5(2).

Kitsios, F., Grigoroudis, E., Giannikopoulos, K., Doumpos, M., & Zopounidis, C. (2015). Strategic decision making using multicriteria analysis: new service development in Greek hotels. International journal of data analysis techniques and strategies, 7(2), 187-202.

Modor Intelligence. (2018). Non-Alcoholic Beverage Industry Trends - Growth, Trends, and Forecasts (2018 - 2023). Retrieved from https://www.mordorintelligence.

Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management and business policy. London, UK: Pearson.

Assignment 2

Marketing Plan and Sales Strategy

Market Information

Target Market

Honestly Juices differentiates itself from competitors like Minute Maid, Simply Orange Langers, and Del Monte by adopting the 3P’s business model to lure target customers and stakeholders. A pull marketing strategy is specially formulated to reach out to potential buyers; including children and adults between eighteen and forty-five years. Honestly Juices is located in Charlotte city, North Carolina. Notably, the host community makes up a larger portion of the target customers; including male and female consumers from the middle and low economic classes. According to target marketing principles, Honestly Juices is mandated to pricing products according to the economic capacities of these customers (Kaul, 2017). Similarly, the product designing processes follow information on consumer preferences and taste. Moreover, it is essential to ensure brand protection while promoting Honesty Juices, whose market strength entirely depends on its ethical reputation (Baker, 2014).

Demographics

Honestly Juices’ marketing strategy will be directed toward the interests of infants, school-going kids, and the health-conscious lot of customers. These marketing activities such as Facebook marketing will be geared toward influencing purchase decisions among the age groups of 2-10 years, 11-21, 22-35 years, and 36 years and older. Their average annual income range is more than $22,000. The preliminary marketing stages will be directed online via social media websites (Facebook, Twitter, and Instagram) to influence young fresh juice consumers who also dominate these interactive communication platforms. The company’s consumers willingly pay more for the wholesome, organic, non-GMO fruit juices in biodegradable packaging. These products target children above one year who are capable of influencing purchase decisions based on taste and preference (Serrat, 2017).

Charlotte, Honestly Juices’ host community is one of the highly populated urban areas in the United States. In 2017, the United States Census (2018) estimates that a population of the area will grow to about 859,030 people by 2023. This population provides Honestly Juices with a potentially ready market for products. The Charlotte city population is comprised of 52% females, 24% of young people below 18 years, and 9% are aged above 65 years (United States Census Bureau, 2018). These figures show that a bigger assortment of the population entails adults aged between 18 and 65 years. Furthermore, about 88% of Charlotte city residents are high school graduates while at least 42% have a Bachelor's degree (United States Census Bureau, 2018). In terms of employment, about 72% of the population is hired in the civilian labor force, which includes 66% of the women (United States Census Bureau, 2018).

The high employment rate shows the people’s capacity to afford basic and luxurious needs. Honestly Juices’ products meet the needs of the consumers through health protection and effective nourishment of the body (Giroud & Mueller, 2017). Consumers can be segmented into children, youths, and adults. Other categories include male, female, families, middle-economic level, low-income earners, and the employed. Evidently, the market is diverse with regard to their varying needs for fresh organic juices. Notably, Charlotte is a cosmopolitan region that is capable of hosting people of different races. Targeted buyers entail Black Americans, Whites, Hispanics, and other minorities. They have different cultural practices, which extend to the choice of cuisines and consumer behaviors.

Market Competition

Competitor

Minute Maid, the main market rival to the Honestly Juices business, markets through the 4P’s marketing mix strategy. It pioneered the production and marketing of orange fruit juice concentrates in the non-alcoholic beverages industry. In the 4P’s marketing mix strategy, Minute Maid communicates information regarding the branded products by leveraging the impacts of the 4P’s factors as product, price, place, and promotion with an aim of connecting with a larger pool of potential buyers and persuading purchase decisions in the targeted consumer base (Walker et al., 2014). The success of Minute Maid’s 4P’s marketing mix strategy relies on information generation through marketing research and feedback evaluation. For over 70 years, Minute Maid has remained on the forefront of product improvement with a focus on giving families an experience of goodness through freshly squeezed fruit juices (Minute Maid, 2018). Appendix 1 shows the details of Minute Maid’s competition in relation with other industrial rivals.

Competitor Marketing Approach

Minute Maid’s 4P’s marketing mix has enabled its top-selling position in the industry. Some of the popular Minute Maid’s branded products include the Minute Maid grapefruit juice, pulpy orange, mango, and apple juices (Minute Maid, 2018). The company prioritizes information generation to discern market gaps. In addition, Minute Maid markets more than 100 fruit juice varieties to cover the wide range of consumer needs in the target family customer base (Minute Maid, 2018). As a result, its products are always geared toward novelty and market relevance to stay competitive. The initial Minute Maid business idea was aimed at optimizing the gap in fruit concentrates. There was an overproduction of aerated and soft drinks in the non-alcoholic beverages market. Currently, the pulpy orange juice is a market dominant product that is made from concentrated juices. Further, there is an addition of pulp to give consumers a feel and flavor of fresh squeezed fruit juices (Andini & Simatupang, 2014). Recent collaborations with Mayo Clinic aim to position Minute Maid a healthy beverages producer through provision of freshly squeezed juices that are nutritious and free of harmful chemicals.

Minute Maid’s products are priced according to the econometric factors in the consumer population such that consumers in international markets are capable of accessing affordable fresh juice drinks, which are cheaper than a glass of freshly squeezed fruit juices. Besides, refrigeration and preservation services are used to keep finished products so that wholesalers can purchase in bulk. Minute Maid further ensures that its products are readily available in shopping centers, malls, and retailing stores globally for easy access by the customers (Minute Maid, 2018). Importantly, these product offerings are marketed via a well-defined marketing communications message that is spread from television and radio in form of advertisements (George et al., 2016). The company also employs digital marketing to reach out to numerous youth and young consumers that dominate social media platforms such as Facebook and Instagram (Barnoya & Nestle, 2015).

Value Proposition

Honestly Juices’ 100% non-GMO fresh juice products are unique in the non-alcoholic beverages industry because they are ultimately branded as a healthy cultural experience. This product differentiation aims to attract more potential buyers on account of an irresistibly satisfying customer experience. These products are designed to meet the nutritional needs and health wellness of the target consumers. In addition, as 100% non-GMO fruits are organically produced, the end products are chemical-free and indubitably safe for human consumption. The product packaging is material eco-friendly to echo environmental conservation requirements as a CSR initiative. These products provide the required natural nourishment to the body, which is necessary for the growth and immunity strengthening among newborns, adults, and the aged.

Honesty Juices Marketing Strategy

Honesty Juices uses a pull marketing strategy whereby it not only reaches out to the target customers but also aims to lure purchase decisions and activities that are attracting to influential customers. The company operates under the 3P’s business model whereby the interests of the environment, the people in host communities, and the business are equally addressed to ensure optimum operations for a sustainable mutual development (Barnoya & Nestle, 2015). In the pull strategy, Honestly Juices stays competitive by ensuring the consistent production of purely organic (100% non-GMO) fresh fruit juices that befit the healthy eating needs and requirements of the target Charlotte-based juice consumers. This guarantees a high level of product uniqueness.

Further, as the products are purely healthy for children and adult juice consumers, they are designed to attract consumers who are health-conscious when it comes to dietary decisions. The ‘pull’ effect of this strategy is initiated through interactive marketing approaches such as social media marketing and use of informative feedback to discern the needs and expectations. It will ensure Honesty Juices shares a message of ‘better health with Honestly Juices’ and attracts willing buyers and associates through a reputation of health consciousness and goodwill. Other marketing techniques will be employed to advocate for Honesty Juices popularity and brand reputation building. For instance, corporate social responsibility initiatives such as public health education aim to create a goodwill reputation that attracts ethically sensitive associates. For these marketing strategies to be effective, it is necessary for Honestly Juices to coordinate key role players in the strategic execution and implementation stages.

Company Message

Based on the Five F’s principle (functions, future, freedoms, finances, & feelings), Honestly Juices’ markets by sending a message of “Better health with Honestly Juices.” This shows the functionality principle of the business; dedication to offering the market with healthy juices to ensure the wellness of consumers. Honestly Juices’ organic business model is a prolific contributor to the future of sustainable development for the society at large. This message also indicates that consumers will be able to save significantly by reducing cost on medical check-ups and care services. . The Five F’s model is aimed to guide marketing managers when redesigning marketing communications messages that favor different business model. As shown in appendix 1, the entire marketing communications initiative will cost Honestly Juices about $ 530,300.

Marketing Vehicles

Honestly Juices is new to the non-alcoholic beverages market. As a result, the company realizes the dire need for effective marketing communications techniques that guarantee market penetration and expansion of the market share. The company intends to use social media marketing to reach out to targeted customers across international boundaries (Abrams, 2014). In this case, platforms such as Instagram, Twitter, Facebook, and LinkedIn will be used to advertise the products and related offerings by posting portraits and information that is relevant to product awareness and customer attraction. In addition, Honestly Juices collect and accepts feedback regarding the influence of its products and service delivery systems on general brand perception and consumer behaviors and decisions. Most importantly, online platforms provide a reliable way of interacting with core success-driving stakeholders and compiling feedback from different dimensions. Honestly Juices also monitors the various performance metrics such as the number of likes, followers, the nature and number of comments on posts (negative or positive), and variations in the overall social media influence on sales and business growth (Johns & Wellhausen, 2018).

Further, Honestly Juices will supplement its marketing strategy using media advertisement to reach a larger pool of potential buyers among families and individuals. In this case, one-minute ads that encode an overall message of “Better health with Honestly Juices” will be aired during prime hours on the popularly watched television networks in Charlotte. They include CBS, (ABC), and (PBS). Honestly Juices collaborates with television and radio program initiators for a symbiotic sponsor-advertiser relationship that enable the brand to use part of the airtime allocated for these programs and spread its message during commercial breaks. These techniques are effectively working for marketing campaigns. Top-selling global businesses such as Tesla, Nike, and Samsung have previously succeeded through sustainable marketing and media advertisement (Klein, 2016).

References

Abrams, R. (2014). Successful Business Plan: Secrets & Strategies (6th e.d.). Palo Alto, CA: Planning Shop.

Andini, R. A., & Simatupang, T. M. (2014). A process simulation of inventory planning and control for Minute Maid Pulpy at Coca-Cola. International Journal of Logistics Systems and Management, 17(1), 66-82.

Baker, M. J. (2014). Marketing strategy and management. Sydney, AU: Macmillan International Higher Education.

Barnoya, J., & Nestle, M. (2015). The food industry and conflicts of interest in nutrition research: A Latin American perspective. Journal of public health policy.

Cornil, Y., Chandon, P., Plassmann, H., Schmidt, L., Aron-Wisnewsky, J., & Clément, K. (2017). Obesity and Sensitivity of Food Perceptions and Preferences to Marketing Actions. ACR North American Advances.

George, B. P., Henthorne, T. L., & Williams, A. J. (2016). Attraction diversity index: the concept, measure, and its relation with tourism destination competitiveness. Revista Turismo: Estudos e práticas, 5(2).

Giroud, X., & Mueller, H. M. (2017). Firm leverage, consumer demand, and employment losses during the Great Recession. The Quarterly Journal of Economics, 132(1), 271-316.

Johns, L., & Wellhausen, R. L. (2018). The Price of Doing Business: How Startup Costs Improve Government Treatment of Foreign Firms.

Johnson, G. D., Cadario, R., & Grier, S. A. (2015). The Politics of Target Marketing. ACR North American Advances.

Kaul, D. (2017). A Critical Analysis of Contemporary Marketing. ANVESHAK-International Journal of Management, 6(2), 148-153., N. A. (2017).Motivating management: Corporate compliance in environmental protection. In Crime and Regulation (pp. 203-230). Routledge.

Klein, B. (2016). As heard on TV: Popular music in advertising. Abingdon-On-Thames: Routledge.

Minute Maid. (2018). Minute Maid knows. [online]. Available at < https://www.minutemaid.com/products/

> (Accessed 26th Oct. 2018).

Nestle, M. (2016). Corporate funding for food and nutrition research: science or marketing?. JAMA Internal Medicine, 176(1), 13-14.

Serrat, O. (2017). The future of social marketing. In Knowledge solutions (pp. 119-128). Springer, Singapore.

Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6-10.

The Daily Records. (2018). Top 10 Best Packaged Fruit Juice Brands in the World. [online]. Available at: <http://www.thedailyrecords.com/2018-2019-2020-2021/world-famous-top-10-list/highest-selling-brands-products-companies-reviews/best-packaged-fruit-juice-brands-world-most-popular-names/11238/> (Accessed 25th Oct. 2018).

United States Census Bureau. (2018). QuickFacts: Charlotte city, North Carolina. [online]. Available at (Accessed 13th Oct. 2018).

Walker, R. W., Dumke, K. A., & Goran, M. I. (2014). Fructose content in popular beverages made with and without high-fructose corn syrup. Nutrition, 30(7-8), 928-935.

Appendices

Appendix 1: Summary of competition analysis in the Non-alcoholic beverages industry

Factor

Max points (1-10)

Honestly Juices

Del Monte

Minute Maid

Simply Orange

Langers

Purchasing price

7

7

8

6

7

Product/service specifications

9

6

7

6

7

Peripheral costs

9

7

8

5

7

Location

8

6

9

5

6

Customer relations

9

6

8

6

5

Perceived value

9

7

8

6

7

Image

8

6

8

7

6

Brand recognition

7

7

9

6

5

Delivery time

8

7