1. Background
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HUMAN FOOD & BEVERAGE LTD was founded by Engr. T. S. Ayub, He have completed “B.Sc in Leather Technology” from Dhaka (inventors.about) HUMAN FOOD & BEVERAGE LTD has achieved a strong and substantial growth in the past 25 years. The table below detailsthe rapid growth of HUMAN FOOD & BEVERAGE LTD from a small glass of soda beverage to the most popular can of drinks all over the world.
2. Vision, Mission, Goals and Values
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Mission and vision
Similar to other multi-national companies, HUMAN FOOD & BEVERAGE LTD aims to maximise their profits while maintaining a long-term sustainable growth within the beverage industry. The company’s mission statement states that the company aims to refresh the world:
inspire moments of optimism and happiness and Create value and make a difference in the place that we all live in.In order to put the company’s mission into perspective, the organization conducts their business in a unique fashion and is quite distinguished from its competitors.Rather than going through direct marketing programs and traditional channels to the consumers, HUMAN FOOD & BEVERAGE LTD utilizes various bottling partners in order to focus more on beverage creation and marketing.
It is called “The HUMAN FOOD & BEVERAGE LTD system”. The company starts by manufacturing the concentrates, beverage bases and syrups then distribute them to their bottling partners while keeping ownership of the brands. The company itself is more involved in the marketing activities such as print and television advertising, retail store displays as well as contests and package designs.
The bottling partners on the other hand, comprise of many different entities. They include international and publicly traded businesses and even some small family businesses. These partners are usually responsible for the producing, packaging and distributing of the company’s products.
3. External Analysis
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The company is able to identify its opportunities and threats in their operating industry, by analyzing the external industry environment. Besides, it is very important to select and formulate an appropriate strategic planning, because external factors have the effects on the organization in different aspects.
3.1 Macro-environment
The macro-environmental forces surround businesses. The analysis of the macro-environmental forces can be done by using PESTEL model six forces, which include the following:
1. Political Legal
2. Economic
3. Sociocultural
4. Technological
5. Environment
6. Legal
3.1.1 Political
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Political/legal is the potential factor that influences the political and legal system. The non-alcoholic beverages fall in the category under the FDA and the government plays a role within the operation of manufacturing these products. In terms of regulations, the government has the power to set penalties for the companies that do not meet their standard law requirement.
In addition, with the changes in laws and regulations, such as accounting standards, taxation requirements and environmental laws, foreign jurisdictions, deregulations, monopolies legislation and general government policy might affect the book of the company as well as their entry in foreign country. However, HUMAN FOOD & BEVERAGE LTD is continuously monitoring the policies and regulations set by the government.
3.1.2 Economics
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Economic factors are analyzing local, national and world economy impact, which also, includes the issue of recession and currency exchange rates, inflation rate, interest rate, personal saving rate, income levels and unemployment levels. As the Standard and Poor’s Industry survey indicates, “For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany.” These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.
3.1.3 Sociological
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Sociological analyzes the ways in which changes in society affect the organization such as changing in lifestyles and attitudes of the market.Since many are reaching an older age in life, they are becoming more concerned with increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing the demand for the healthier range of beverages. As the demand for carbonated soft drinks decreases, the revenue of HUMAN FOOD & BEVERAGE LTD also declines.
3.1.4 Technological
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Technological force refers to analysis where the introduction and the emerging technological techniques are valued. This creates opportunities for new products and product improvements in terms of marketing and production. As the technology advances, new products are introduced into the market.
3.1.5 Environmental
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Environmental factor analyses the local, national and global environmental issues. According to the data of the HUMAN FOOD & BEVERAGE LTD Company, all of the facilities are strictly monitored according to the environmental laws imposed by the government.
3.1.6 Legal
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Legal aspect focuses on the effect of the national and world legislation. The HUMAN FOOD & BEVERAGE LTD Company receives all the rights applicable in the nature of their business and every inventions and product developments are always going into the patented process.