The New Hampshire Microbrewery (NHM) takes pride in developing non-alcoholic carbonated beverages attracted to the market owing to their organic nature. The drinks include root beer, birch beer and cream soda which has gained popularity with a specific market niche of the youth population who are referred to as fashionable professionals conscious enough to appreciate what NHM stands for. The project goals defined by the stakeholders entails the creation of a standardized methodology of marketing NHM drinks to its target demographic in New England and across the nation (Haruta, 2016). Furthermore, NHM goals describe their plan to increase the demand for their products and increase their market demographic to be a fashionable, healthy drink to people of all ages. Finally, the corporation is conscious of sustainability through offering information on product and packaging and their subsequent environmental impact in the region. These technical communications by NHM showcase their alignment to their project goals and stakeholder requirements by providing clear plans and documentation to describe their business model, marketing strategy, environment impact assessment, and profitability. However, the prime focus is on the quality of the beverages by using the best and organic ingredients in the best manufacturing process. The resulting product aligns with NHM, stakeholder and technical communication requirements in crafting unique taste and distinct flavours appealing to youths and competitive in the beverage industry. The only imminent issue where there is no alignment with project goals is the environmental impact attributed to the new bottling equipment (Wrench et al., 2015). Tentatively, NHM is required to provide a statement convincing the consumers of their environmental responsibility and that their beverages are healthy alternatives in the non-alcoholic carbonated drink spectrum.
The feedback to the technical communications focuses on the aspects of NHM and its objectives in contrast to project goals and stakeholder requirements. The feedback mechanism allows for constructive criticism, input and improvement, which will take the corporation to a whole new level in the beverage field. The updated mission statement is a submission of NHM as feedback to all the technical communications to highlight the specific changes that result in the appropriate alignment. These include developing a series of healthy and unique drinks with a distinctive taste from organic ingredients (McLean, 2010). This feedback creates a birch of diverse non-alcoholic drinks specific to the demand of the market niche within the beverage industry.
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Moreover, NHM plans to create within its brewery a tasting room that is a hospitable space for families who can taste a variety of drinks and beverages. At the same time, they relax and provide the necessary critique for improvement. Another point to consider as feedback is the distribution protocols the corporation undertakes. For maximum profits and continued growth, a regional distribution approach will facilitate local availability and consequent regional and national development and the future (Haruta, 2016). Finally, there is always a need for NHM and its stakeholders to always analyze its production facilities. This feedback ensures the latest technology in production, marketing and digitizing NHM processes is a priority. Hence, the most efficient, latest and standardized equipment are used in the manufacturing process. Furthermore, modern technology allows for high health standards to avert health crises and produce safe beverages.
Surveys on the customers who prefer NHM drinks describe a health-conscious market demographic loyal to the brand because it is a healthy alternative other than sodas. This provides a specific focus to consumers in school, especially university campus settings. This market encompasses vibrant youths who are aware, awakened and conscious enough to healthy options with environmental and sustainability concerns (Haruta, 2016). Another market niche includes professional men and women affluent to metro communities and aged between 25 years and 35 years. The individuals share the same consciousness as university students; hence can align with what NHM stands for and is offering through its non-alcoholic beverages.
Usability testing describes the interaction between consumers and corporation products through digital platforms. These interactions are then observed to inform decisions about company objectives and goals with specific consumer behaviours and reactions. Usability testing is an essential step that creates efficient and compelling user experiences with company products and services. NHM, like the most corporation in the beverage industry, uses usability testing for the functionality of its website, apps and its digital and physical footprint through observation of real users who attempt to procure its products or services (James, 2021). The research team of NHM is responsible for usability testing that informs processing, manufacturing, packaging and marketing through in-depth knowledge from consumers. Usability testing is vital to understanding consumer needs, reacting to their feedback, realizing corporation goals, providing functional and efficient experience in manufacturing and marketing, and identifying and solving usability problems. The usability testing method NHM employs the most are questionnaires administered to its target demographic and the population at large with a set of questions that seek to provide the necessary information to their current status, success, influence, and market perception (James, 2021). The research team develops expert and general questions that will tentatively inform a valid conclusion that can improve the corporation. Modern technology facilitates administering questionnaires physically or digitally through the NHM website and using analytics and algorithms to develop strategies to improve the corporation.
References
Haruta, P. (2016, Mar 16). Technical Communication: Excelling in a Technological World. Flat World Knowledge , Inc.
James, C. (2021, Apr 19). A beginner’s guide to user & usability testing. Retrieved from Hotjar : https://www.hotjar.com/usability-testing/
McLean, S. (2010, Jan 1). Business Communication for Success. Flat World Knowledge , Inc.
Wrench, J., Carter, N. & Ward, M. (2015, May 22). Organizational Communication: Theory, Research, and Practice. Flat World Knowledge , Inc.
