Management and Organizational Structure of Goddard Catering

Management and Organizational structure of Goddard Catering Group Ltd. Bottling water company Mission Statement Your Health is our Concern Your thirst is ours to quench Vision Statement To be the number one consumer choice for purified drinking water in St. Lucia and other territories. About the Company Paradise Water, formally known as Paradise Springs is a private limited company, subsidiary of Goddard catering group St. Lucia Ltd and was established in 1988. The company is located at the Hewanorra International Airport, and is a leading supplier of bottled water in St Lucia, and currently holds the most modern water plant on the island.From the initial stage of blowing up the bottles for distribution of water to sales and marketing of the product Paradise Water aggressively promotes its product both locally and regionally in countries such as Antigua and Barbuda, and Grenada, and is continuing to expand at a rapid rate. Paradise Water is endorsed by the St Lucia Bureau of Standard s and carries the approval seal on every bottle produced. The company began as a spring water bottling company in 1988 providing drinking water to local retail outlets island wide. They began operations with 12 employees which included 1 sales person, a general manager and an operations supervisor.As the years progressed and the company’s sales volume increased the number of employees increased to 87 by 1994. The organizational structure now included an HR Assistant, Operations Manager, and Financial Controller. In that same year the company and all of St Lucia suffered massive losses as a result of the damage caused by Tropical Storm Debby on September 10th. The company’s water source was completely destroyed forcing them to rethink their product strategy. The decision was then taken to transform the company from bottling spring water, to a water purification plant hence the name change.Organizational Structure Organizational Structure The company follows a functional structure with horizontal linkage. In this organization the employees report to their department managers and theses managers report to the general manager. A cross functional information system is used to routinely exchange information about problems, opportunities, activities within the company. Departmental managers along with the General Manager are the ones making decisions regarding the company. Each department also has project teams responsible for handling mini tasks within their department. Changes over the past 20yearsOver the past 20 years the company has seen some major changes to its product; the switch from bottling purified water to purified water. The increase in the 500ml bottle size to 600ml The introduction of the 3 gallon bottle and hand pump Increase in the number of staff and the introduction of new managerial post such as accounts and human resources. The Product Paradise Water is available in a variety of bottle sizes which are 600ml, 1. 5L, 5L, as well as 3 and 5 gallon sizes. Rigorous testing standards are employed in order to ensure that the water quality meets the highest international standards.Paradise water also provides free coolers to customers who sign up to receive 10 or more 5 gallon bottles of water per week. They also provide the option of rental of the coolers if the criteria for receiving the free cooler cannot be met. Description of Competitors Paradise water manufactures branded water for TEMPO, Coconut Bay, BARON Foods and GL Food Market. Paradise Water holds 40% of the market share however its main competitors are Blue Waters and Crystal Clear Water. Blue Waters is a Trinidad based company with a distribution center in the north of the island.Blue waters also provides customers with similir services as Paradise water which includes 1. 5L, 5L, and 5 gallon bottles of water. They also provide 650ml, 400ml and 8L bottles of water which are not manufactured by Paradise Water. Blue waters currently hold 25% of the market share. Another competitor is Crystal Clear purified water which also holds 25% of the market. Crystal Clear water is a new commer to the market however the company is slowly making strides to improve its product and gaining them a ? of the market providing consumers with cheaper prices for larger sizes of water.The remaining 10% is shared among smaller water companies. Pricing Paradise Water| | Blue Waters| | Crystal Clear Water| Product| Price| | Product| Price| | Product| Price| 600ml| $ 2. 00 | | 400ml| $ 0. 99 | | 355ml| $ 0. 99 | 1. 5L| $ 3. 00 | | 650ml| $ 2. 50 | | 650ml| $ 2. 50 | 5L| $ 6. 00 | | 1. 5L| $ 3. 00 | | 1. 5L| $ 3. 00 | 3 Gal| $ 15. 00 | | 5L| $ 7. 00 | | 2liter pk (2 2liter bottles)| $ 5. 00 | 5 Gal| $ 20. 00 | | 8L| $ 10. 0 | | | | | | | 5 Gal| $ 25. 00 | | | | Paradise water provides a competitive pricing advantage on its products showing a lower price for most of its products except that of the 1. 5L which is sold at the same price for all the companies. Org anizational Culture Responsibility to Customers Paradise Water strives to provide the best quality water and the highest quality of customer service to its customers. After the passing of Hurricane Tomas in 2010 the company has realized a tremendous increase in the demand for bottled water as people are more health conscious.Paradise water has a rigiourous filtration system to ensure that all impurities are removed from the water, the filtration system is as follows: Responsibility to employees The company recognises that the company’s success depends on the corporation and contribution of all its employees therefore, the company aims to provide all employees a safe working environment, ensuring that competitive terms and conditions of service ar provided to these employees and encouraging employees to get involved in the planning and direction of work.The company also promotes employee development through scholarships for employees wishing to further their education. Employe es also receive one free 5 gallon of water a week as an inccentive. Social Responsibility Social Responsibility is high on the list of priorities of Paradise Water. The company seeks to conduct business as a responsible corporate member of society, observing the laws of the country and seeking to improve the quality of life for all St Lucians through education, health, sports and culture.The company believes in the true meaning of community living and makes every effort to enhance the quality of life for as many people as possible. The company sees giving back to the community as a way of saying thank you to all St Lucians. Paradise Water is the sponsor of * District 6 school sports meets * The official sponsor of high jump champion Levern Spencer’s 2012 olympic campaign – All customers purchasing the specially labeled Levern Spencer bottles of water will be contributing to the sponsorship of Ms.Spencer’s trip to the 2012 olympic campaigh as proceeds from the pu rchase of any size of Paradise Water go towards Levern's 2012 Olympic campaign. * the official water of Pinehill funwalk * the company also sponsors many other local youth groups and activities Awards: The company has received numerous awards throughout its existance these include: * 2008 -2011 Ministry of Social Transformation – Outstanding Contributions to St Lucia sports * 2008 St. Lucia Amateur Swimming Association – Sponsor of the Year * 2012 St Lucia Manufacturers Association: Platinum Award for Implementation of Standards and Best Practices -Gold award for Social Responsibility -Gold award for Leadership Business Strategy Paradise water strives to go beyond what its competitors are offering as far as a product line and the price of their product. This has been achieved for the last five years and the company plans to continue to do so by continually developing new product ideas along with ways to make its production aspect run more efficiently. The research team currently is developing a new product line: flavored water with all natural ingredients.This new product will increase the company’s revenue by 10%. The company plans to extend its geographic market to include St. Vincent and Trinidad . The bottle design team has finished a 5 liter design that will be fitted to a water dispensing unit. These units will be rented to office buildings and houses for a very low cost per month. Product Strategy Paradise Water hopes to begin testing flavored water to see how the public would respond to this new product line In addition to it’s current line of products, the company will be adding a new product to it’s line which is in its final stages of designing.That is an improved 5 liter bottle with a water dispenser unit that will be rented to office buildings and available for sell to the home user. Price Strategy Paradise Water keeps their products reasonably priced so as to maintain its competitive advantage, keep loyal custom ers and attract new customers. Promotion Strategy Paradise Water Sales and marketing team conducting a hydration class at the OPSR expo2012. The company seeks to promote its products through sponsorship of various community activities.The company also uses radio and tevevision advertisments to promote its product. Its current campaign being the raise the bar campaign – sponsorship of Levern Spencers journey to the Olympics. Distribution Strategy In addition to its effective distribution of water to all supermarkets on the island and convenience stores; Paradise Water undertakes extensive home and office delivery of bottles and coolers for Monday to Friday. This ensures that customers receive the service befitting their top quality product. Company’s S. W. O. T Analysis StrengthsParadise water is the leading retailer of purified water on the island Products prices are the lowests among competitors Weakness Production of bottled water is dependant on clean running water from the water company, should a disaster occur and the water system is damaged or a drought, then production would be at a stand still. Opportunities Distribute to over 55 communities within the region Place paradise water and water dispensers in local grade schools. We plan to donate the dispensers and stock and provide the schools with free water for a year. ThreatsThere is the constant fear another company trying to sell a better product will steal our loyal customers away. If the public percives Paradise Water as nothing but tap water rather than purified water they may opt to puchase a different brand of water. Bibliography Cozier, M. (2012, June 8). General Manager, Paradise Springs. (S. Christophe, Interviewer) http://www. entrepreneur. com. (n. d. ). Retrieved from http://www. entrepreneur. com. Paradise Water. (n. d. ). Retrieved from http://slupsl. net Williams, C. (2011-2012). MGMT. In C. Williams, MGMT4th Ed. South-Western Cengage Learning.