MarketLine, 2020, ‘Healthier Snacking: Changes in the impulse food industry due to COVID-19 Lockdown, MarketLine, May 2020
1. Explain how COVID-19 is impacting the eating habits of the customer (end-consumption consumer). What are the influencing factors that need to be considered by a food entrepreneur in understanding the market opportunity?
2. In terms of planning your supply chain and customer experience, what is the difference between providing a value experience as compared to a premiumisation experience? Why are these two value propositions different in product innovation planning?
3. What are some of the marketing issues faced by the ‘snack on go ‘category? As an entrepreneur, how could you plan to overcome these issues in a COVID-19 impacted environment?
4. Explain each of the four phases that you would apply to find your penetrated market in bringing a new food idea to market in the healthy snacking category? Why are all customers not equal?
In this assessment, we are seeking to understand your business knowledge. That is, your strategic thinking insights are applied to a series of set questions on a case study. Your individual report will be no more than 2,000 words that respond to circumstances to be provided in a case study that will be made available to you in Week 14 (Sunday, 24 October 2021). This will also include four questions that you will be required to respond to.
The task is to take the information contained in the case study and the models and frameworks studied during the course and use them to provide your strategic thinking insights.Your focus will be on answering set questions in the context of the case study in a report format. The report requires you to respond to four-set questions; have an introduction that sets the context and defines the purpose; and a conclusion highlighting the key findings from your analysis. It doesn't require an Executive Summary. It will need to have all references.
