1.0 Company description
1.1 Brief History and Present State
Eclipse Chill Drinks introduced itself in 2012 as a roadside juice selling endeavor in Dhanmondi, Dhaka. Initially we had two outlets with no any administrative office and all the administrative activities were conducted over the communication via phone and social media. Gradually, we expanded our business throughout the Dhaka City establishing as a private limited company and today we have 200 mobile retail outlets serving raw fruit juice and drinks, mainly sugarcane juice and lemon soda, to the mass pedestrians of the city. Eclipse Chill has also settled in a corporate office situated at 23/4, Dhanmondi 4/A, Dhaka-1215. We also have a small storage house, at Ashulia, Savar, Dhaka, for keeping inventories and machineries. The company is now at the initial stage of transition with the plan to produce and sell canned beverages to the confectionary and super stores with the new name Eclipse Chill Beverage Ltd. Our conducted feasibility analysis reveals a huge demand for our current product at home or other convenient places with currently not reflecting due to lack of health and hygiene concerns of roadside food products. Our research and development group has come up with the country’s first canned sugarcane juice drink that is viable to create buzz in the market. We will set up a big manufacturing plant in Gazipur where beverages will be produced and packaged in a healthy environment following a computerized automated process by imported equipments. 1.2 Mission
Mission Statement: Eclipse Chill Beverage Ltd. wants to see itself as the top trustworthy host of fruit juice based beverage drinks in the market. Our current growth in the raw fruit juice market already proves us reliable in providing quality tasty drinks to the mass. Now we want to ensure that our product is healthy, hygiene, and quite durable so that we can serve all kinds of people in the market of fruit or soft drinks both home and outside. Initially we will enter the market with the position of niche marketing and in a few years we will be able to capture the juice and soft drinks market and hopefully lead the market in 10 to 15 years. 1.3 Existing Organizational Structure
The current Eclipse Chill Drinks has a very simple diamond-shaped organizational structure with operation and sales being its major functional area.
Figure 1: Organizational structure of Eclipse Chill Drinks 2014 (Source: self) We also initiated an outsourced Research & Development team for product development purpose, which is overseen by our product development head Mehedi Hasan.
2.0 analysis of juice & soft drinks industry
The beverage industry is an established industry that is still growing because of many different new products it brings in the market and also because of the substantial increase in buying power of people. Globalization is another factor that plays its role in the steady growth of the beverage industry. Because of its establishment, the competitors are able to hold a steady return while the overall industry return is always high because of the industry growth. The industry comprises of several genres of products such as juice, soft drinks, energy drinks etc. However, we will be competing in the fruit juice drinks genre with our beverages originating from natural fruits. 2.1 Competitor Analysis
Since we will sell juice drinks products, out main competitor brands will be ACME, Pran Frooto, Frutika, Shezan, and Slice. However, these brands mainly sell orange or mango based juice products while our company will be selling unique products based on sugarcane, grape, lemon, water melon etc. based drinks. From that perspective, those brands are more like substitute products in the market for our company and our direct competitor in that sense is the Appy Fizz drinks. However, we will consider the previously mentioned brands as our direct competitors since they are the major players...
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