Editing the marketing plan
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Detailed descripTon of the product Yumbly is an online ftness catering service which provide healthy and delicious Food to those busy young working individuals like millennials. It builds in a seamless delivery catering service by place an order on website or app with just a Few simple clicks. Customer can sit back, relax and meals are delivered in a heartbeat. The apps and web page contains op±onal push no±fca±ons For current special deals and healthy ea±ng ±ps with Food menu recommenda±ons. Yumbly is decided to serve meals to the busy individual and also group catering service such as execu±ve lunches catering service to any company events. The goal oF Yumbly advocates to help everyone eat be²er, healthier and much more convenient. In Fact, the Food menu is though³ully cra´ed with healthy nature ingredients and ever-changing menu regularly. Addi±onally, the healthier cooking method includes sous vide, grilling, complex carbs and always use the Freshest natural ingredients in all receipts. Indeed, Yumbly insists to tailor made all subs±tute Food like sauces, example: mayo, mustard and salad dressing in Fresh, organic and healthier ingredients instead oF outsourcing pre-made. In order to delivery Food in Fresh, Yumbly always prepare the Food in small batches and keep in a controlled temperature. All prepared meals will a²ach a remark with ±me and date to ensure Food quality and saFety handling; these steps increase staµ awareness to track the Food Freshness and customer to know the best Food quality they receiving. ¶urthermore, Yumbly measure the weight oF all raw ingredients and the macros are then calculated using the database that crossed check with CalorieKing.com. ThereFore, Yumbly receipt do provide nutri±on inForma±on such as energy and calories intake guideline as reFerence For those who strictly commit to daily consump±on or improve on body shape. Yumply engage to increase the customer experience and sa±sFac±on by accept advance ordering service up to two weeks with no deposit charge nor minimum order iF register to become Yumbly members. Moreover, Yumbly adopts leveraging delivery partner as order and shipment inForma±on are sent to delivery partner via integra±on, and they will pick up the order and deliver straight to customer and Fees are charged separately. IdenTfy the problem Work-liFe balance is harder worldwide, approximately halF oF managers globally are working more than 40 hour a week; study and trend analysis has shown the over±me working number will con±nue increase in next fve years. Young working millennial needs to work harder to perForm while want to keep in shape but have no ±me to eat well. Hong Kong is one oF the ci±es with the longest working hours in the world. Latest sta±s±c has indicated 40% young millennials work over±me 10 hours or more per week; and 25% work over±me 6 to 9 hours more per week in Hong Kong. Several surveys have revealed the nega±ve impacts oF long working hours cause poor health. Reason is people were rushing to have a meal or even have no ±me to enjoy a meal. ThereFore, Fast Food is always their frst op±on in mind when they have no ±me to eat well. As a result, majority oF working individual specially young millennial preFer Fast Food because oF convenient. Other extreme case oF young millennial even skipping a meal just to maintain a good body shape. Not surprisingly, most oF young millennials rarely have ±me to prepare a good healthy meal or some does not know how and thereFore they preFer to eat Fast Food cause oF lower price and convenient. CompeTTve analysis
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Market analysis- AntcipaTe The caTering demand for young millennials and busy work individual will be The Trend. Unlike oTher resTauranT and food-relaTed businesses, Yumbly focus on healThy deiTy and convenienT caTering. And we forecasT young millennials and executves will choose healThy lunch over fasT food if aT same convenienT. In order To gain some insighT inTo The markeT size and demand, we underTook some limiTed markeT research. Show AnThony survey Understand the market – Consumer preferences and requiremenT are always changing. ±herefore, iT is needed To consTanTly review The food and drink menu, pricing along wiTh competTors. FurThermore, review commenTs from ²Tness social media pla³orm and ²Tness icon actviTy could have more insighT To undersTand The young millennials markeT’s need and preference. And compare The pricing of food suppliers, delivery parTner, commercial kiTchens To evaluaTe The overall service and qualiTy performance review. Target market segment strategy – Yumbly caTering service’s TargeT markeT segmenT will mainly focus on young millennials, busy working individuals, gym and ²Tness members and body shape keeper. ±he reason of focus These groups for several imporTanT reasons; ²rsT, They are healThy nuT and looking for naTure ingredienTs buT delicious meals. Secondly, They do noT have tme To prepare meal and eaT well. And Thirdly, This group prefer To have someThing quick and convenienT buT aT reasonable price. Market Trends – Signi²canT markeT Trends for healThy caTerers are value conscious, specially during The currenT economic climaTe and varieTy resTauranT and fasT food optons. Many consumer are healTh- conscious wiTh an increasing number expectng vegeTarian, dairy-free low-faT, sugar-free and organic. Nowadays, consumer are eatng less red meaT and eggs and more poulTry, ²sh grains, fruiTs and vegeTable. More imporTanTly, increasing number of households and young millennials are choosing To buy prepared food raTher Than cook aT home, which may indicaTe ThaT few people are prepare meals. ±his shows The markeT growTh and demand of caTering business and also imply The poTental for new cusTomers and revenues will grow. Build loyalty – InsTead of guessing cusTomer preference and waitng Them To make orders, Take The opporTuniTy To sell by o´ering “healThy combo” which include juice, smooThie or side dish like salad wiTh ever-changing menu. FurThermore, promoTe The weekly or monThly meal pass To encourage cusTomer To enroll The “healThy dieT program” wiTh all healThy suggeston and provide Them a greaT experience. And iT could exTend To advocaTe furTher promotons by inTroduce a friend To join, furTher discounT will be o´ered. A sats²ed cusTomer will become repeaT cusTomer as well as a brand advocaTe. Create strategic alliances – In Today’s food indusTry, di´erenT kind of food and resTauranT promoton are overwhelmed and diµculT To caTch The righT cusTomer. ±herefore, iT is imporTanT To reach The focus group business as possible. ParTner wiTh complemenTary businesses such as gym, supplemenT shops, communiTy healTh service and corporaTe social group would help To expand The business precisely and prompTly. IT is consider a highly e´ectve way To spread The message To The TargeT audience group and communiTy Through This direcT channels. Good system and procedure – ConsisTenT kiTchen procedures, porton conTrol and food presenTaton each direcTly impacT The overall cusTomer satsfacton. Good sysTem and procedure is critcal To puT in place To
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