4. Business Strategy
4.4. Strategy and Key Success Factors
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quality organic produced meals in the most convenient way.
4.3. Goals
Short Term Goals:
Provide high quality food
Establish relationship with a professional in nutrition
Establish relationship with health and environment institutions
Establish strong ties with organic producers.
Attract enough customers to make a sustainable profit
Long Term Goals:
Educate customers about benefits of organic food and the importance of having a balanced diet.
Build a strong community of organic food consumers that are loyal to the company brand.
Every year make a significant input to aid in the training of farmers in organic production.
In a five year period be able to provide more service options to simplify the life of the customer and meet their healthy lifestyle demands.
4.4. Strategy and Key Success Factors
Healthy Diet Company is in an industry at its embryonic stage since the organic industry has not yet reached a great demand and cannot reach economies of scale. The company is a new business model in Honduras, organic produced meals with delivery service, the best strategy for it to pursue is a focus differentiation strategy. This strategy will allow that Healthy Diet
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Company can focus in offering a distinctive product, which is organic food, to one or two market segments. The company will focus on offering superior quality in order to differentiate its product and be able to charge a premium price.
In order to accomplish the desired goals there are several initial activities needed to create value:
Human Resources: It is vital to hire professionals that will add credibility to the company, therefore hiring a chef and making alliance with a well-known nutritionist will be one of the key success factors of the company. In Tegucigalpa we can find well-known nutritionists in all private hospitals, however one of the easiest to access hospitals for our desired target segments is the Honduras Medical Center, it is located in a convenient place and it has easy accessibility.
Another option is a well-known nutritionist that has its own private clinic and promotes a healthy lifestyle through television, she could be a great partner as her goal is to help improve the health of the Honduran population by encouraging the intake of meals rich in nutrients;
which goes in accordance to our vision. Hiring a good chef is necessary to offer quality produced food, visiting some of the culinary schools of Honduras (Gastronomic School Hernando Moreno and/or Hotel Escuela Madrid) can give ideas of possible candidates that could meet the profile Healthy Diet Company is looking for.
Suppliers: Establishing strong ties with the organic producers is of great importance for the company to guarantee a supply. In Honduras the company can make agreements with the Pan-American School of Agriculture and the Healthy Organic Food producers of Lepaterique to obtain the food required for the production of the meals. Both of this possible suppliers are close to Tegucigalpa, therefore this city will be the best option to start the business. It is important that there is a timely and enough supply, therefore importing certain foods should
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remain as an option for the future as the demand increases. Honduras is part of CAFTA, a free trade agreement between United States and Central America, which can be a benefit in case that importations are needed from one of the neighboring countries or United States.
Information System: As a main step to start the business, it is necessary the development of an e-commerce website for our clients to select the products and services they want and make the payment online. It is necessary that the website has social media integration specially Facebook which according to Social Media Global Info Center has 1.880 million users in Honduras (22.6% of penetration). The website should be designed to allow customers to contact the health professional and decide the products and services that they want to obtain from Healthy Diet. There are several online store builder websites that can aid in the accomplishment of this specific goal. Among the wide range of e-commerce sites the one that best suites the needs is goodsie.com since it offers custom domain, custom design, social media integration, supports videos and rich media galleries which can help in the accomplishment of the long term goal of educating customers in the benefits of organic food and having a balanced diet. In addition to these features, goodsie.com provides payment gateway support and sales and traffic analytics that will aid in management decision making.
Market penetration in hand with aggressive marketing and cooperation with private and public institutions: To attract customers the company has to make a high investment in marketing. A marketing strategy specially designed for the company will be developed in the next section identifying the market segment that the company wants to target, explaining the products offered, the place where customers can find the products, the price and the promotions that the company will implement. In order to educate customers about the health benefits of organic food, raise awareness of the importance to maintain a healthy weight and attract
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customers to buy our meals, implementing a marketing campaign will be one of the first steps as soon as the company is established.
The marketing campaign will focus on the development of activities that will attract people concerned about their health and the environment. However, since the company belongs to an embryonic stage industry it requires the involvement across several sectors, including government, public and the private sector for it to have success. The institutions that can be interested in becoming partners with Healthy Diet are the ones who would like to prevent sicknesses such as insurance companies or institutions that want to incentive health care such as Ministry of Health and World Health Organization. Partnership with schools and universities will help to reach the long term goal of raising awareness of nutrition issues and promotion of organic food consumption.
A further description of the main institutions in Honduras that can help us to reach the market segments desired to cover and can become future partners or competitors at some extent are the following:
Ficohsa Seguros – An insurance company that offers health insurance to its customers and has a strong presence in the Honduran market. They organize health fair for its collaborators which could be a way to approach not only Ficohsa Seguros clients but also their employees. They also are copartners with a clinic that focus on everything that a non-specialist doctor can assist.
World Health Organization (WHO) – In 2004 WHO developed a strategy to call all sectors of the society to support healthy diets and physical activities. The World Health Organization states that an optimal nutrition at early age reduces the risk of dying and of developing NCDs.
Taking this as an opportunity, the company Healthy Diet can use help from WHO to approach
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all sectors through the “Well-Being Week” the institution organizes in different places of the city.
Ministry of Agriculture – This governmental institution can aid in the implementation of information campaigns to promote organic production among farmers and evaluate what resources does the farmers are missing to help them overcome those difficulties. The company Healthy Diet can help by making agreements to continue buying if they meet the demand of the company. Further strategies can be developed in agreement with the farmers to promote their sales among our business, since later on we might not sell only meals but other organic products that farmers could elaborate based on the organic products.
Schools and Universities – In Honduras there is a great number of private schools and universities, according to the ministry of education only in Tegucigalpa there are 627 private schools and 10 private universities where possible organic and health care conferences can be organized to promote a healthy lifestyle at a young age and promote environmental care. A product will be specially designed to allow parents to buy a healthy meal to their kids which can be delivered at school.
National Institute for the Diabetic – According to an interview made to the director of this institution Jesus Orlando Molina, he informs 12% of the Honduran population suffer of diabetes and there is a high percentage of deaths related to this disease which most of the time are due to the patients not following the treatment and diet. The institution urges for more projects that can promote health care and prevent such disease. A stand promoting the services of Healthy Diet could be very useful in this institution.