BUS MGMT

Business Name:  Uptown Swirl  

Answer each market description below for Uptown Swirl.

TARGET MARKET DESCRIPTION: (see attachment for additional details)

1. Demographic Description (age and income range, gender, family size, education, occupation, etc.)

Example: A likely user for X product is a male between ages 25 and 34 who earns between $25,000 and $35,000 per year and has a four-year college degree.

2. Geographic Description: area where you would like to serve, density (urban, rural), nature of location (mall, business center, etc.), climate condition.  An example of geographic description would be: Downtown Fayetteville, NC area.

3. Lifestyle Description: where do your customer shop, what they do for leisure, what kind of clothes they were, cars they drive, etc.

4. Psychographic Description: socially responsible, trendsetter, fun-seeking, etc.

5. Purchasing pattern description: how they use the product, how many times they buy, where do they buy the product, how do they pay for it

6. Buying Sensitivities Description: What factors are important to the customer before they buy (price, quality, customer service. Packaging, etc.)

Remarks:    The response must be detailed and answer the primary question and subpart of the primary question.  Write clearly, concisely, use proper grammar and writing mechanics. You must use APA format and cite (2) references.

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• Uptown Swirl offers a range of non-alcoholic beverages and
desserts of different flavors and intensities.

➢ The name represents the quality of a swirl flavored beverage and desserts
that will stand out from the competitors for the brand in the market to
gain its share.

➢ The company aims to target consumers looking for a different flavor for an
extra health benefit rather than the existing flavors in the market.

➢ It is a unique business that will close the gap present in the market from its
product and services offered.

Company Name: Uptown Swirl

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➢The business would be dealing in frozen yogurt, milkshake and quick bite
desserts.

➢The company’s aim would be marketing fruit and berries that are organic
products and collected directly from the local farmers.

➢Uptown Swirl milk ingredients consists of fruits, berries, gluten-free flour,
almond and 2% milk.

➢Uptown Swirl looks forward to showcasing their bite size desserts which are
homemade gluten-free replacement for all-purpose flour. The company would
make quality their priority with affordable pricing.

Uptown Swirl and its Products

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➢Uptown Swirl would satisfy the taste of public as we would be
promoting an alternative living among consumers.

➢The strengths about Uptown Swirl’s products are that it does not
exclude any age. All individuals, young and old can enjoy and
partake in Uptown Swirl’s products.

Uptown Swirl “Mission”

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S “To be the best business in Fayetteville, North Carolina that offers the

unique flavor of products for generation to generation with a
compelling track of consumer satisfaction through our refreshments.”

Mission Statement

STRATEGIC MANAGEMENT
BUS599164VA016-1202-001
WEEK 2 DISCUSSION

COLLAPSE

Uptown Swirl

Uptown swirl is a unique company that offers organic products to its clients who are aimed at
buying health desserts and non-alcoholic beverages. The company is located in a very strategic area
North Carolina where the demands for its products is very high. However, the firm faces a high
competition from similar companies in this industry who are founded in this area or other international
companies that have expanded here due to the demand. Therefore, it is important for Uptown Swirl to
use the opportunities available to them to set up a big business that is focused on fulfilling the needs of
the clients so as to mitigate the risks that are in the markets.

Strengths

The major strength of this company is that it offers a wide variety of products to the consumers
which are sold at affordable prices. The numerous products are able to attract individuals from all
demographic categories; the products produced by Uptown Swirl are able to cater for all the needs of
the clients thereby bringing satisfaction. Due to the focus of the company to offer healthy beverages
and desserts, the company is able to produce products which are of high quality as a competition
strategy (Hidiroğlu, 2019). Through getting its raw materials from the local farmers, the company
establishes a mutual relationship with the local community and thus increases their tendency to
purchase the products that it offers.

Weaknesses

The main business of this company requires that the company preserve the products under low
temperature which implies that a lot of money is spent to investing in refrigerators and freezers. In
addition, these products cannot stay for long periods and thus the company has to ensure that they are
consumed as fast as possible to avoid losses. The high competition posed by already established
companies which are widely known in the region greatly affects this small company. The ingredients
used in the production of these products make it hard for the company to maintain low prices for its
products (David.et.al, 2017). The variety of refreshments that the firm produces requires a lot o labor
costs which the firm is unlikely to afford due to its size of capital and business.

Opportunities

Uptown swirl has a chance to expand its business since the raw materials required in its
production are locally found. The low cost of the ingredients saves a lot of money for the firm which
helps in reducing prices and increasing the variety of products. The already established businesses in this
industry have created a way for the Uptown swirl to thrive since the people are hard-core fans of
beverages (Rothaermel, 2017). The newly created flavors by Uptown swirl will maximize its sales
because many people are looking for new kinds of beverages and desserts. Interacting with local
farmers and promoting livelihood in this area enables the firm to stand higher chances of being popular
in this area and thus be able to promote its sales

Threats

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There is a risk of Uptown swirl losing some of its targeted consumers to the already established
brands in this locality which have thrived before the company was created. The increased variety of
flavors introduced by the companies increases the costs of production due to the required capital in
refrigeration which might hinder the firm from producing them. Threat of copied ideas by other firms is
common which might pose great competition against uptown Swirl. Maintaining the production of
organic products might pose a threat of having marginalized income in the company.