Market Segment
Easy Nutritious is a company that solves people’s concerns regarding their diet and provides affordable and customized meal kits for customers. To succeed in the market, the company needs healthy competition. Competition in the industry is a rivalry between similar business structures in obtaining clients and establishing their position. Easy Nutritious is similar to the company called Hellofresh. Our company provides healthy recipes based on the preferences of customers. The targeted market segment is young people aged 24 to 30, for example, office workers who lack time to have a healthy diet. They have middle-income, and our prices are affordable for this market. We will compete for this market segment with other similar companies.
4Ps
We developed an app that allows customers to choose a meal plan based on their physical conditions and preferences for food. Such a solution is convenient for our market segment as they can access the app whenever they have time. Indeed, we offer easy access to a healthy diet every day. Additionally, the app provides feedback from customers so that we can deliver better recipes next time. The app is free for the first time to use, which attracts potential customers, while most other similar companies did not have such an option. However, the customer acquisition costs are high for our company. Therefore, we need to attract the majority of the market segment. This weakness can be mitigated by a large number of suppliers like farms so that among them we can choose the most suitable for the company. Moreover, substitutes for the products are numerous, so we can easily switch meal plans and alter them based on customers.
SWOT
With regard to our promotion, we have an active social media marketing campaign that is targeted at young workers. They often spend time using mobile phones and scrolling the web, so they should notice our advertisements on social media. Moreover, we make collaborations with social media influencers, famous restaurants, and chefs to show our credibility regarding meal preparation. Yet, e-commerce changes at a fast pace; thus, we should adjust our promotion strategies frequently.
SSOs
Considering the situational case, we took Jessie, who is a 24 years old female working for a consulting company. After the pandemic, she realized a need for a healthy lifestyle and wanted to have a nutritious diet. Yet, she has no time during weekdays to cook for herself due to the heavy workload. Jessie is our potential client who can find out about our company from social media. She can easily access our app and choose what diet she will have. We will make a meal plan based on her preferences. The first trial for Jessie will be free so that she can assess the meal plan and decide whether she will use the service of our company. She also can use the app to leave comments on the service and her diet, helping us to determine the best fit for her.
Overall, Easy Nutritious provides natural and fresh food for its customers based on their individual tastes. The market segment of the company I young workers aged 24 to 30. For them, our app is convenient as they do not have time to discuss the menu. We attract customers by using social media since our market segment are active users of different social media platforms, and they are prone to believe in social media influencers.
Appendix A
SWOT analysis
Appendix B
4Ps