Schweppes Australia taking Passion to Hong Kong - Essay Example

? Feasibility Study: Schweppes Australia taking PASSIONA to Hong Kong Company Background Since the ears 1920, Passiona has been a soft drink by the Aussi icon. The person who is credited the success in the Passiona is Spencer Cottee who is the main founder of the company. He is actually the brain that was behind the making of the now very famous companyi. Spencer Cottee came up with the idea of making Passiona soft drink from a very humble idea. It is from the oversupply of passion fruits that he had by the time that it came to his mind that he could be useful in the production of Passiona (Edward 23). The making of the passion fruit cordial by Spencer Cottee was motivated by the fact that he needed something to do with the passion fruits that had been in excess supply to himii. The cordial that was produced by Spencer Cottee was then sold off to a different party. Because of the limitation of resources to him by then, Spencer Cottee could not do anything else that was productive with the cordial that he had extracted from the passion fruits. He was therefore forced to sell the cordial to Lismore family’s company. The company which was referred to as William Bryant & Sons by then was the main recipient of the raw form of passion juice that was directly from Spencer Cottee’s level of productioniii. It was now at this point in place that the William Bryant & Sons company really created more utility for the cordial that they purchased from Spencer Cottee (Hendry 79). At this point of production, the cordial mixture was simply carbonated so as to have the taste sensation that has lived to be celebrated to date in the name of ‘Passiona’iv. The sift drink which is passion flavored is currently only available in the mother country of its production which is in Australia. Passiona is proudly manufactured by Schweppes Australia, a company which is also located in Australia. It is important though to take note of the fact that Schweppes Australia fell under the hands of Asahi in the year 2009 when the company acquired itv. The trade mark ‘Passiona’ has an outstanding performance in the market hence the high value that is attached to it. As a matter of fact, the highly distinctive trade mark has been very useful for the Cottees in the range of jelly crystal that they do have (Jeans 217). Also in the past history, the trademark ‘Passiona’ had been already been used by Geo. Hall & Sons manufactures who also existed in Norwood which is found in the South Australiavi. Corporate Vision, Mission Statement and Corporate Goals of the Company The corporate vision of the company which is to provide consistently the best quality of passiona juice to the faithful customers has been very much effective in ensuring that the company remains consistent in its production. Despite the fact that very many companies have come up with the production technologies and products in the market, passiona juice still remains a favorite to the many customers of soft drinks in Australia (Simmons 58). This is due to the fact that despite the changing times and advancements in technology, Passiona production still remains to be highly customer orientedvii. The effectiveness of passiona in the market has been backed by the fact that the mission statement of the company is very supportive of the company’s vision. The company that has been recorded and recognized for their impressive record of performance and accountability has had a very positive relationship with the work force it employs (Orsborn 140). As a matter of fact, it has been argued that the very impressive human resource management that has been displayed by the passiona company could be heavily the factor that is influencing the company into such high and consistent levels of success in the local market in Australiaviii. The mission statement that the company operates from is “..commitment to providing not only a productive but also a positive working workplace where the ideas of the human resource are not only contributed but highly valued in the daily production”. It is in this regard that Schweppes has been recognized for a very long period now for being the place where both the personal and professional development of the human resources is optimally promoted (Pederson 67). It is not a wonder at all that the goals of the company are surrounded towards ensuring that the workforce in the team get the optimally enabling environment for their wok and on the other hand create the best out of the situation. The fact that the goals of the company mainly dwell around the employs also means that Schweppes and in particular the production of passiona highly considers the production process and not only the outcome and the results from the points of saleix. Having the production process as the main point of concern has been very effective in ensuring that Schweppes not only have the competitive edge in the market but also do maintain it. The corporate goals of the company are as listed below: The employees have to take responsibility of their actions at all times putting into consideration that they have to remain with high integrity levels and follow to the core the policies, requirements and procedures of the company. The employees ought to have a contribution to an enjoyable and even safe environment for working. The employees ought to be trustworthy and truthful. Harmonious collaboration among the employees ought to be enhanced from each member of the work force. The employees ought to create and have the passion for the company brand and have a direct impact on the levels of success of the company. Have the employees share in the success of the company and have optimal levels of fun at work. SWOT Analysis and Implications from the SWOT Analysis Passiona has a very bright side of situations mainly because of its undisputed strength in the fact that it is manufactured by Schweppes. The manufacturer of pasionna happens to be one of the biggest international beverage and soft drinks companies in the globe today. Having the passiona being produced by the company indicates that it does not have to enter a strange market such as Hong Kong in this case as an entirely strange and new product. As it penetrates the new market, passiona will be riding on the strong image and rapport that has already been built by the Schweppes trade mark (Philip 45). On the other hand, passiona has a very huge source of strength in the fact that it has been in operation for a very lengthy period in a competitive market in Australiax. It has been capable to be consistent in the market hence brings with it a huge junk of experience in operating in highly competitive market like Hong Kong. On the other hand, the fact that passiona has never been in international boarders does present a very huge challenge for the company as it attempts to venture in the Hong Kong market. This weakness that the company has presents a very huge source of challenge considering the fact that crossing international boarders is a very huge risk that carries with it a lot of challenges to encounterxi. Other soft drink companies such as Coca Cola and Pepsi continue to record poor performances in Hong Kong mainly due to the fact that health is becoming a very vibrant factor to be considered by consumers (Rugimbana 97). Having had this observation from a distant, it is much more easy to manipulate its production and marketing strategies to get an inch of the market since the two main rivals have already been highlighted as having weaknesses in the marketxii. Finally the main threat that passiona does have as it penetrates the new market is the competition that it will receive form mainly Coca Cola and Pepsi. As had already been highlighted, these companies do have weaknesses in the market so it is easy to capitalize on that. This SWOT analysis is clearly presenting the fact that the strengths and opportunities that passiona do have as it penetrates the market are far too many as compared to the threats and weaknessesxiii. It is therefore good to go to the new market adventure. Notes Read More