Reference no: EM133480504
Company: Startup brand called "Surge" (alcoholic energy beverage)
Mission:
Our mission at Surge is to create memorable experiences. Recharge and relax with our zero calorie, 6% ABV energy drink. Life's too short so take a surge on the lighter side with our beverages.
Vision:
At Surge, we want to focus on living in the moment. Our beverages provide clean, fresh energy that will help you maintain a fun and lively lifestyle. Feel energetic and restored without the guilt - zero calories, sustainable and 70% recyclable aluminum, CLEAN ENERGY.
Product:
Current and other alcoholic energy drinks most consumers are familiar with tend to have a bad reputation, like Four Loko, Joose, and Sparks, to name a few. Our idea is to create a product that attracts the same, if not new consumers, with an alcoholic energy beverage that brings new meaning to this market. Espresso Martinis are a more acceptable approach (along with Redbull Vodka cocktails) but don't hold the same negative connotation as an alcoholic energy drink, even though a similar concept.
The product offering will be pre-packaged with an appealing approach removing the traditional harsh and loud packaging. We would like this to be available in the U.S.
Strategic Management Argument:
Please answer the following questions:
a. Utilize concepts from strategic management literature to justify your choice of business and industry.
b. Explain how your proposed strategies align with the selected theoretical framework, such as SWOT analysis, Porter's Five Forces, or the Resource-Based View.
c. Discuss how your chosen strategies will provide a competitive advantage for your business.