SWOT Analysis

Strengths
"The notion of competitive advantage means that a successful firm will stake out a position unique in some manner from its rivals" (MKTG, Lamb Hair McDaniel, pg 21). Relinquish holds great pride in the fact that its ingredients are organically grown on our own soil, where we can personally oversee production from planting the seeds in the very beginning to the very end where our vodka is poured in the bottle. Our customers can rest at ease knowing quality assurance is our top priority.

Weaknesses
Because our pitch is centered around organic herbs that will relieve the body and mind of everyday stress, we feel that Relinquish will be isolated to a target audience of middle-aged, environment friendly and health conscious women. Despite the fact that "The majority of Americans today define themselves as middle class, regardless of their actual income or educational attainment" (MKTG, Lamb Hair McDaniel, pg 71), we may only be reaching a small percentage of Americans. We need to ensure our marketing plan will be more appealing to other age groups of different classes, backgrounds, and sex.

Opportunities
Opportunities may lie with other businesses who specialize in the herbal supplemented alcoholic beverages. We can form alliances with those businesses to dominate in the herbal world of alcohol. "Business marketers form strategic alliances to leverage what they have (technology, financial resources, access to markets) by combining these assets with those of other firms. Some alliances are formed with competitors to achieve increased productivity and lower costs for all participants." (MKTG, Lamb Hair McDaniel, Pg 86). Forming an alliance will broaden our market and give more choices for our customers.

Threats
People may be wondering why they should choose an alcoholic beverage to relax with as opposed to the usual spirit-free ginseng cooler. Everyday fruit drinks infused with herbal supplements hold a stronger purchasing power as they are more commonly seen in the local convenience stores. After all, many people may not see a need for alcohol in their drink to relax. We need to make Relinquish appealing to those who are just relaxing and having a nice drink amongst friends at a bar or at someone's house. A way to find out if people will choose Relinquish over a herbal drink is to do a survey. "Good information can help an organization maximize sales and efficiently use scarce company resources." (MKTG, Lamb Hair McDaniel, Pg 113).