Contents

Executive Summary.........................................................................................................................ii
1.0 The New Venture.......................................................................................................................1
1.1 Vision Statement................................................................................................................1
1.2 Mission Statement.............................................................................................................1
1.3 Values.................................................................................................................................1
2.0 SWOTT Analysis.......................................................................................................................1
2.1 Strengths....................................................................................................................................1
2.2 Weaknesses................................................................................................................................2
2.3 Opportunities.............................................................................................................................2
2.4 Threats.......................................................................................................................................2
2.5 Supply and Value Chain Analysis..............................................................................................2
3.0 Assumptions and Risks..............................................................................................................3
3.1 Change Management.................................................................................................................3
3.2 Communication Plan.................................................................................................................4
3.3 Summary....................................................................................................................................4
Reference.........................................................................................................................................5

Executive Summary
Ckobe brewery known for its top notch beer brands looks to come up with a non-alcoholic
beverage drink to tap into the ever growing market in this sector, with the vision of being the
best producers of high quality, healthy non-alcoholic products that are natural, to place Ckobe as
the best breweries worldwide, and a mission of producing high quality and natural products
ensuring consistency in high quality production, ckobe has promised to ensure customer
satisfaction whilst maintaining high quality produce.

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1.0 The New Venture

Ckobe breweries is best known for its top notch beers and liquors, it has been dealing widely
with alcoholic drinks of various types. Located in the city of New York, ckobe has a wide range
of market to tap into, and with the dynamics of consumer tests there is always an opportunity to
improve on services that we offer. Due to increased need and use of non-alcoholic beverages by
our customer base there is a need for establishment of a division to deal with production of these
beverages, so as to always make sure we have customer satisfaction.
Since we have existing non-alcoholic beverages in the market, its our endeavor to come up with
a unique beverage that will guarantee a fulfillment like no other to our customers. This drink will
exotic flavors; Atemoya flavor will give our customers a sweet and tart test which in essence its
a combination of pineapple, coconut and vanilla. Jackfuit flavor will give our customers a tarter
test with the sweetness of a banana.
With these new and exotic flavors, and our attractive packaging, we shall have a great
competitive edge, given the fact that we shall be having a completely new product. The
production of our products will be customer centered, with numerous consumer testing sessions
to ensure we get the right mix for our product.
We shall still endeavor to maintain our core values built in ckobe breweries, of always going for
high standards in our produce. More so its always our task to ensure social responsibility for our
produce, s it is with our beers, (which we always push for them to be sold to the right market),
we shall ensure our new beverage meets the required standards set, for both health and
environmental aspects. This means all our packaging will be environmental friendly as it will be
our production processes.
Packaging will be done to suit economical levels of our markets, with prices ranging at different
levels so as to reach a wider market.

1.1 Vision Statement

To be the best producers of high quality, healthy non-alcoholic products that are natural, to place
Ckobe as the best breweries worldwide.
1.2 Mission Statement
To produce high quality and natural products ensuring consistency in high quality production.

1.3 Values
High quality standards, Customer Values, Professionalism, Respect and Equality.

2.0 SWOTT Analysis

2.1 Strengths
Strong network of breweries helps the company boost customer satisfaction and reduce costs
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Excellent branding owing to advertising and sponsorship initiatives

Close location to end markets, the company is in a position to serve fresh beer to customers.
Skilled workforce
Clear-cut channels of distribution
An aggressive marketing campaign with clear goals and strategies.

2.2 Weaknesses
Lack of a reputation on nonalcoholic beverages in comparison to our competitors
Shipment of exotic fruits for our flavors.

2.3 Opportunities
Creating alliances with other companies to reduces the risk as we move into foreign operations
Large consumer base of the product
Innovations which will contribute to the top-line growth of ckobe brands.
Appreciation for high-quality drinks, refreshment and enjoyment.

2.4 Threats
New marketing and sales strategies and tactics by established companies and products
Existing competition
Changing buyer taste and preference
Tax regulations on the beverages industry.

2.5 Supply and Value Chain Analysis

This provides an inner look at the companys logistics, both inbound and outbound logistics and
even operational logistics.
Inbound Logistics
Ckobe has a fleet of trucks that helps in movement of raw materials for production, more so we
have made partnerships with several companies to help us with supply of atemoya and jackfruits.
With this in mind it will give us a competitive edge in developing these unique flavors, because
our produce will be fresh from the farm.
Outbound Logistics
Ckobe Company owns a fleet of trucks to help in distribution, these trucks are refrigerated so as
to make sure our product reaches the market as fresh as possible. Furthermore, we have a
network of distributors who help us in product marketing and distribution, we also have our own
distribution channel which sales up to 40% of our product.
Operations
With an already existing beer processing plant, and established machinery, ckobe has an edge in
establishment and operating of these beverage venture, with a minimal addition of staff
production of these beverages can be assured to go all year round. There shall be enough raining
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to make sure the new and existing stiff will be at level with the requirements in production of this
new beverage.
Marketing.
Marketing and sales is considered a strength for Ckobe, we reach our customers through
advertising, use of brand ambassadors and sponsorships. More so, branding and customer
satisfaction helps a great deal in selling the product.

3.0 Assumptions and Risks

Ckobe will face a unique challenges coming from a wide range of risks. These challenges
include those that can be insurable and those that are better served by managing risk outside of
insurance. Some areas of insurable risks include our distribution, protection of intellectual
property (our brands), legal liability, and equipment reliability. More so, we can manage our
business risks around our product quality (i.e. through microbial food processors
errors/omissions, or spoilage), the reliability of our production, exposure to physical losses or of
other potential hazards that we will face in our day to day operations. Our understanding of these
challenges enables us to tailor our product to the specific needs of our customers.
Our focus will greatly be on promoting safety, this will reduce risks a great deal. This will help in
reducing injuries and promoting our compliance to regulations. The safety procedures will cover
operations and even health compliance in production.

3.1 Change Management

With the inception of this project, there will be increased workload in the company, this means
there will be additional staff needed, additional operation costs. There will be also change in
policy to accommodate our new product since its inception will bring a new dimension to our
norms.
Introduction of this new product aims at improving our companies reach to the new and always
dynamic market. This endeavor will improve our income and more so touch and improve the
livelihood of our community at large.
There will be need for improving our current facilities to accommodate production of our
product, more new technologies will be needed in production of flavors, and this will also
include new staff in specific fields that do not coincide with alcoholic drinks production.
This change will need a lot of input to make it a success, this incudes managerial change to
accommodate new managers to help in production and distribution of the product. This means
there will be an additional cost for establishment of infrastructure as stated earlier and more so
costs in raw materials, logistics and staff remunerations.
The job of the change management team which will be selected, will be to ensure theres a
smooth transition to accommodate the new product, this team should be able to communicate
well so as to reduce the impact of resistance. Which is expected.
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3.2 Communication Plan

There shall be distinct communication protocols to define who will be responsible for which
aspect of the project, this communication will include all stakeholders at large. The tasked
communication officers will be responsible for all the aspects relating to their specific fields with
and overall report being given to the project leader.

3.3 Summary
The production and eventual distribution of this new beverage will be a great game changer for
the entire beverage market space. Given the fact that ckobe beverages come in a range of unique
flavors, it will be a great market product to propel the company to new heights.
Coupled with our strategic plan, the entry of this product in the market will hit high levels
immediately, since its customised to meet client satisfaction. This will be even encouraged more
by the pan to continually develop on the preferences of users.

Reference
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approaches (Vol. 1). Prentice Hall.
Bryson, J. M. (1988). A strategic planning process for public and non-profit organizations. Long
range planning, 21(1), 73-81.
Bryson, J. M. (1988). A strategic planning process for public and non-profit organizations. Long
range planning, 21(1), 73-81.
Mintzberg, H. (1994). The rise and fall of strategic planning: Reconceiving roles for planning,
plans, planners.
Mintzberg, H. (2000). The rise and fall of strategic planning. Pearson Education.
Rowley, D. J. (1997). Strategic Change in Colleges and Universities: Planning to Survive and
Prosper. Jossey-Bass Higher and Adult Education Series. Jossey-Bass Inc., 350 Sansome St., San
Francisco, CA 94104.