Specially made for consumption by humans, Drinks are the beverages which form a part of the human culture and the society. When human body faces dehydration, it experiences the sensation of quenching thirst. Though all the soft drink, alcohol under beverage is in the liquid form, still only water is not considered as the beverage.
Increased segmentation of products along with the developed mega brands helps to have clear market choice. Such as, low fat, low salt, low calories gluten free etc. For example, in U.K., strategy of Coca Cola has introduced Coca Cola Zero, which is integrated with Coca cola life, Diet Coke and Coca Cola and under one brand, Coca Cola. This new approach will put focus on the several characteristics of Coca Cola and raise awareness for each of the available choices.
An intense use of product range welcomed the involvement of the e-business to have production growth, market growth along with customer retention. Incorporation of ICT enables business organization to market its products through internet. Form Company’s official website, customers can visit company’s official website to know about its product. Customers are also able to know company’s customer service policies and can access the feedback panel in order to give feedback and suggestions, which in turn gives the information of customers (region, location, name, used products).
As a startup business, I have chosen a beverage company to establish. Beverage product of this company will be named as Chilka, which will be the brand name also. Chilka will be producing the soft drink or carbonated drink and mineral water as a start up business (Bradberry, 2011).
As a startup business, manufacturing cost in general will be measured and the incorporation cost of ICT in our business will also be measured (Sutherland, 2009).
In today’s world ICT put a great impact on the organizational value, with respect to time, cost and ethics. When I will be considering the implication of ICT in my business I will bring the E-commerce (e-business) aspect in order to market my product. With the incorporation of e-commerce, it will be possible for me to analyze the present market scenario and the strategy of competitors. Hence it will make it easy to draw the buying behavior of the customers. Hence, Chilka can bring more products to step its feet into the food & beverage industry. For example, we can found so many franchises of beverage companies, where several delicious foods are sold with beverage. In this scenario, incorporation of ICT to enable our organization to find the buying pattern of our customer and helps to get feedback of the customer. Hence further expectations and development in the company can be made easily (Centrifugal Technology Benefits the Global Beverage Industry, 2001).
As it is mentioned above, as a start up business scenario, our company will deliver soft drink and the mineral water, as shares are not too much to bring new product along with these two. When the company will make its successful exposure along with its increasing business, it no doubt has planned to bring new products for customer retention (Cousins, Foskett and Pennington, 2011).
Our company will also provide the customer service to know the customer feedback about company’s product and useful recommendation of the customer to know about the further development in the customer service plan and products.
As far as customer care services are concerned, when customers are asked to give their valuable feedback and their information, their information will be kept confidential (Hawkins and Holden, 2013).
Our beverage company will also include the plan to make franchise store in such a way the different categories of customer will feel comfort to visit our store. For example, mothers with her child in a pram are allowed to access the lift service. There will also have some available facility in order to make a handicapped person to experience the visit and test of beverages and foods (Hogan and Lucke, 2006).
In today’s modern world, there are lots of beverage companies are available across the globe who are at the highest position in terms of revenue and customer retention (Sihler, Crawford and Davis, 2004), such as-
As a business strategy Coca Cola has adopted one brand strategy. Under this strategy Coca Cola Zero has integrated with Coca cola life, Diet Coke and Coca Cola and under one brand, Coca Cola. With this approach Coca Cola has extended with these four products in the portfolio of Coca Cola. On the other hand the new packaging designs of Coca Cola product make it easier for the customer to choose a product (Longenecker, Moore and Petty, 2000). The less and no sugar along with several calorie levels of Coca Cola presented in the advertising, where it was announced that the less and no sugar strategy will double the sale of Coca Cola. In this case different colors keep distinguishing each variant. This new approach will put focus on the several characteristics of Coca Cola and raise awareness for each of the available choices (Ishikawa and Tsujimoto, 2008).
While the business strategy of the Pepsi is concerned, the process of strategy development made it evident that the PepsiCo is more than a beverage and food manufacturer. It is also can be found as an agricultural company which is dependent on the natural and land resources. The company has built a team to be updated on the sustainable agriculture to mitigate the risk of climate and water crisis and its effect on the supply chain. Hence the company has developed the innovative technology i-crop to help farmers to decide how and when to use water resources (Lesonsky, 2007).
With the incorporation of the ICT in the present decade can help a business organization to produce large volume of product within less time. ICT make it possible to the business owners to see the overall the growth of the company with the remotely accessed technology. This remotely access technology involves distributed application software concept, where manager of the company can insert, modify and delete data into company’s data base and the owner of the company can see the status sitting anywhere in the world.
ICT incorporation also enable business organization to market its products through internet. Form Company’s official website, customers can visit company’s official website to know about its product. Customers are also able to know company’s customer service policies and can access the feedback panel in order to give feedback and suggestions, which in turn gives the information of customers (region, location, name, used products).
Inclusion of ICT also enables a business organization to gain the information on the competitor’s marketing strategy and their capability of customer retention.
Bradberry, J. (2011). 6 secrets to startup success. New York: American Management Association.
Centrifugal Technology Benefits the Global Beverage Industry. (2001). Filtration & Separation, 38(7), pp.30-31.
Cousins, J., Foskett, D. and Pennington, A. (2011). Food and Beverage Management. Oxford: Goodfellow Publishers.
Hawkins, B. and Holden, C. (2013). Framing the alcohol policy debate: industry actors and the regulation of the UK beverage alcohol market. Critical Policy Studies, 7(1), pp.53-71.
Hogan, J. and Lucke, T. (2006). Driving growth with new products: common pricing traps to avoid. Journal of Business Strategy, 27(1), pp.54-58.
Ishikawa, A. and Tsujimoto, A. (2008). Creative marketing for new product and new business development. Singapore: World Scientific Pub. Co.
Lesonsky, R. (2007). Start your own business. [Irvine, Calif.]: Entrepreneur Press.
Longenecker, J., Moore, C. and Petty, J. (2000). Small business management. Cincinnati: South-Western College Pub.
Sihler, W., Crawford, R. and Davis, H. (2004). Smart financial management. New York: American Management Association.
Sutherland, K. (2009). Filtration equipment markets in the food and beverage sector. Filtration Industry Analyst, 2009(4), pp.5-6.
Tektas, A. and Tosun, E. (2010). Performance Benchmarking in Turkish Food and Beverage Industry. CIBIMA, pp.1-10.
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