Employing Strategy in a Competitive Environment
Edwin Janney
Anthony Muscia
Strategic Management (BUS 599)
11/02/2012

Create an environmental scan for the company indicating the most significant environmental threats and discuss how the company should respond to each threat to ensure that the impact to the business is minimal.

In the first assignment titled “Crafting and Executing Strategy”, we learnt that Janntech Enterprises International, a US based manufacturer and distributer of “Mandingo Bitters”, an energy boost and sexual stimulation and enhancement drink, generated out of ‘The Alafia Tree Trunk and Roots’ originally from Africa, is a company with a vision of occupying a clear, unique and advantageous position in the consumer’s mind as an effort to influence the consumers perspective of its brand, and to retain customer loyalty to gain market dominance. In creating an environmental scan for Janntech Enterprises, the company focused on trends in the nutraceutical soft drinks industry as a whole, and the impact of events in the current political and economic climate in the country, particularly the possible outcome of the current elections in the US.
Regardless of the political climate in the country and the state of the economy, the threat of competition, especially new entrants into the market, and the introduction of newer products targeting the female segments of the target market, the outcome of which is stiffer competition, price concessions, resulting in revenue loss, is a bigger threat to the company. This is all because, globally, the market for nutraceutical soft drinks has been growing at just below 10% each year and this is expected to continue for the next three years at least. Even though the largest nutraceutical soft drinks market in the world is that of Japan, the second largest is the US – worth US$6.2bn. (Key Trends