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 Standards 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.

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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 20years

Over 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.

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. Employees 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. 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 customers 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 Strengths

Paradise 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.

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