COURSE: MGT489

SECTION : 3

INDIVIDUAL
ASSIGNMENT
STRATEGIC MANAGEMENT IN “FeedMe”
SUBMISSION BY : FARHA TABASSUM
ID : 1632078630
SUBMISSION DATE : 3/03/20
 Appendix
The Company Background................................................2
Employees and management.............................................3
Critical factors & management of them............................3
Observation & Analysis....................................................4
REFERENCES....................................................................5
The Company Background

Feed Me is a Dhaka based company in Bangladesh that started their operations in July 2019.
They provide their clientele with healthy and nutritious meals without sacrificing taste. This
allows the clients to focus on the other aspects of their daily life and not worry about their meals
because Feed Me delivers it to their doorstep in a well-designed bag every morning at the
beginning of the day. Each bag consists of four container with breakfast, lunch, dinner and a
snack. They try to provide a variety of items on their menu to avoid monotony. The company
allows clients to choose from between several different packages according to their convenience.
The packages are as follows:

1. 1 day package – The customer can go to the website and look at the current menu for
each day of the week and choose whichever day’s menu they want to try. This costs
Tk.1500.
2. 7 day package –This package allows the customer to try the entire current menu by taking
their food for a week. It costs Tk.8500.
3. 1 month package – Anyone who is sure that they want to commit to the service and free
up their time and not worry about what they are going to eat, this is the package for them.
At Tk.32,000 this is the most overall economic choice in terms of value (greatest food to
payment

The venture was started by Zarin Rashid as a result of very few options in terms of availability
for healthy and clean eating. When she was living abroad she realized that it is very important to
have a balanced diet because it impacts every aspect of our lives and makes a big difference.
That is when she started working with professional nutritionists and physical trainers to better
understand exactly how it makes such a difference. Her childhood played an important role in
contributing to her acknowledging the importance of understanding these things since she had
always been enthusiastic about fitness and played sports such as football and golf .[ CITATION
Fee19 \l 1033 ]
Employee Team

Since feedme is a new and an initial stage startup it does not have many employees . They have a
total of 8 employees - consisting of chefs , sous chef , helpers ,cleaners , marketing team ,
managers, 2 third parties carrying out operations and the founder herself . The information for
this assignment was done in accordance and assistance from the founder (Zarin Rashid) , the
manager and Accounts manager (myself) . On behalf of my company I would be providing
information for the requirements of the assignment.

Critical factors & management

Initially when feedme started its operations in 2019 , there weren't much competitors in the
healthy meal service industry , facing the sole competition from fellow competitor Lean
nation. Feedme regardless did not have to worry much in context of grabbing market , as
they had a higher demand because of their impeccable quality of raw materials.Their range
of clients were pretty premium , who were on the subscription for atleast a month, they
were loyal clients.Usually a client only leaves the subscription when they had lost a certain
weight goal of theirs which was ultimately Feedme's goal.As a result , the client numbers
tend to fluctuate. But in the recent years with more people opting for healthier living , there
have been new competitions in the industry from companies like Smart Meal , Live eats
aside from Lean nation. Even though Smart Meal and Live eats provide their own delivery
source , Lean nation has redesigned their client reach sources and has diversified to other
food delivery platforms and extensive marketing through social influencers to increase
popularity.
To deal with the increasing oncoming competition and to survive they took a more reactive
strategic decision to diversify aside from their personal delivery service to online popular
food delivery platforms such as foodpanda , pathao foods , uber eats and cookups.
In the intention to diversify and test their range of capabilities they have opted for some
proactive decisions too , as Feedme deliveries are usually done before the early light of
morning , the kitchen tends to be inactive during the noon sessions – Therefor to maximise
their utilities and resources they have decided to create a new product line packages targeted
 for the corporate mass for their lunchtime , which they are intending to launch soon by the
middle of this year 2020. They have already designed the price ranges and packages in terms
of number of people.They believe this will help them reach a different level of audiences
who would benefit highly of the healthy food , within these packages they have decided to
introduce new meals . The same initiative was taken for the online platforms where they
would also be introducing new healthy meals and quick bites , alongside their usual meal
menu , but healthier in terms of calories and their nutrition. They have budgeted accordingly
for their these newer initiatives.
Feedme has also decided to increase their marketing stance so as to reach more audiences
and grab more stronger attention than at present , utilising social platforms as well as the
newer generation influencers & bloggers – so as to reach the younger targeted audience in
create within them the idea of healthier living and that even healthy foods can be tasty , they
don’t always have to be bland.

Observation & Analysis

The decisions were collectively taken by the founder and accounts manager , in accordance
with opinion from the manager .As a lot of the conditions are financial affecting ,it was
necessary to take these steps to ensure a more secure cash inflow to further propel the
business forward.The external factors were one of the more major factor affecting the
decisions ,but the business required and was as the stage to aim for a more larger audience to
start reaping its benefits from the economies of scale .The strategies for the more current
situation has been already implemented , but since its still at the initial stage the
determination of the ouput is difficult , but as of now the response has been positive.

REFERENCES
(2019, june). Retrieved march 03, 2020, from Feedme:
http://feedme.com.bd/

Primary source

1. Farha tabassum
Accounts manager , FeedMe
tabassum.farha96@gmail.com
Contact no. 01670856080

2. Zarin Rashid
Head of R&D, TRZ Garments
Founder & CEO, FeedMe
zarin@trzgroup.com