Chapter II

Market Analysis

This chapter focuses on analyzing the market trends, market share,

competition, pricing, promotion, and distribution of Wellness Crates.

2.1 Industry Trends and Description:

The wellness and healthy food delivery industry has experienced significant
growth in recent years. Consumers are increasingly seeking convenient and
nutritious meal options that align with their health goals and dietary preference. The
industry is characterized by a focus on providing healthier alternatives, customizable
meal options, and catering to various dietary needs.

2.2 The Market:

The market for healthy food delivery services in General Santos City is
promising. As the demand for convenient and nutritious meal options continues to
rise, there is a growing customer base that is seeking healthier alternatives to
traditional fast food. General Santos City, being a highly urbanized area with a
population that values health and wellness, presents ample opportunities for
Wellness Crates to establish a strong presence.

2.2.1 Market Size:

The healthy food delivery market has witnessed substantial growth, driven by
increasing health awareness and the demand for convenient, nutritious meals. The
market's size is expanding rapidly, with a significant customer base seeking healthier
food options.

2.2.2 Market Share:

In the presence of indirect competitors such as fast food chains and food
delivery platforms like the Shop Suki operating in General Santos City, they can be
considered as competitors within the broader food industry. Although these
businesses may not offer the exact same products or services as the customized
healthy meal delivery business, they still cater to the same customer base and
compete for their dining or delivery preferences.

To estimate the market share of the customized healthy meal delivery

business in this competitive landscape, the focus should be on highlighting
differentiating factors that set the business apart. These factors may include the
emphasis on healthy and customized meals, convenience, quality ingredients, and a
personalized customer experience. By understanding the unique value proposition
offered by the business, it becomes possible to assess the portion of the market that
prefers these specialized offerings over fast food chains or food delivery platforms.

Conducting market research and gathering customer insights through surveys

and interviews will prove valuable in understanding customer preferences and the
potential demand for the customized healthy meal delivery business in General
Santos City. By collecting data on customer needs, motivations, and their willingness
to choose healthier options, it becomes possible to estimate the market share that
the business can capture.

2.3 Market Segmentation:

Wellness Crates will cater to several distinct market segments. Health-

conscious individuals form our primary target market, comprising those who prioritize
their well-being and seek nutritious and convenient food options. Additionally, busy
professionals with limited time for meal preparation will benefit from our pre-prepared
meals and meal kits. Fitness enthusiasts, who value performance and recovery, will
find our protein-rich meals and snack options highly appealing. Lastly, individuals
with specific dietary needs, such as vegetarians, vegans, or those following gluten-
free diets, will find our customizable meal plans to be a perfect fit for their
requirements.

2.4 Competitive Analysis:

This section of the business plan is focused in analysing the competition, both
existing and new competitors who may enter the market.
Competito
Strengths Weaknesses Opportunities Threats
r

Limited control Competition

Partnering with
Wide range of over food from other food
Shop Suki more local
food options quality and delivery
restaurants
ingredients platforms

Competition
Convenient
Reliance on from other food
online Expanding food
third-party courts and
platform for offerings
restaurants delivery
ordering food
services

Delivery
service Potential
Offering
reaching a negative
exclusive deals
large customer
and discounts
customer experiences
base

Strong brand
Introducing
recognition
healthier food
and customer
options
trust

2.5 Micro Environmental Influences:

These are factors or elements in a company’s immediate environment which

affect its performance and decision making.

2.5.1 Customers:

The target customers for Wellness Crates include busy students, working
professionals, and health-conscious individuals. Understanding their preferences,
dietary needs, and convenience requirements is essential for tailoring the service
and marketing efforts to meet their expectations.

2.5.2 Competitors:

Analyzing competitors' strategies, product offerings, pricing, and promotional

activities is crucial to differentiate Wellness Crates effectively. By identifying gaps in
the market and addressing customer pain points, Wellness Crates can position itself
as a unique and valuable alternative. While there are several competitors in the
healthy meal delivery market, one notable competitor in General Santos City is Shop
Suki. Shop Suki offers a wide range of food options through a convenient online
platform for ordering food. They have a delivery service that reaches a large
customer base and enjoy strong brand recognition and customer trust.

However, Shop Suki's primary focus is not on the same niche as Wellness
Crates. Wellness Crates specializes in providing curated, healthy meal options that
cater to specific dietary needs and wellness goals. By offering personalized meal
plans, using organic and locally sourced ingredients, and promoting the health
benefits of their meals, Wellness Crates can differentiate itself from competitors like
Shop Suki. The focus on wellness and customization sets Wellness Crates apart and
appeals to customers who prioritize their health and specific dietary requirements.

2.5.2.1 Product:

Wellness Crates focuses on providing nutrient-rich meals with a vegetable-

centric approach. Each subscription package includes a combination of breakfast,
lunch, and dinner meals. Customers can choose from three different subscription
options, each offering a variety of delicious and healthy meal choices.

The pricing for each subscription package is fixed at P2,400 per week,
regardless of the specific meals chosen. However, customers also have the option to
select individual meals if they prefer to focus on a particular mealtime. In this case,
the pricing for each individual meal is set at P700.00 per week.

Please note that the pricing mentioned above is exclusive of food delivery
costs, which would be additional to the subscription cost. Customers would be
responsible for the delivery charges based on their location and preferred delivery
method.

2.5.2.2 Price:

Subscription 1: Whole Package (P2,400) per week

Breakfast Meal P700.00 (if Breakfast only)

 Subscription 1: Whole Package (P2,400) per week

Lunch Meal P700.00 (if Lunch only)

Dinner Meal P700.00 (if Dinner only)

Subscription 2: Whole Package (P2,400) per week

Breakfast Meal P700.00 (if Breakfast only)

Lunch Meal P700.00 (if Lunch only)

Dinner Meal P700.00 (if Dinner only)

Subscription 3: Whole Package (P2,400) per week

Breakfast Meal P700.00 (if Breakfast only)

Lunch Meal P700.00 (if Lunch only)

Dinner Meal P700.00 (if Dinner only)

2.5.2.3 Promotion:

Wellness Crates will employ various promotional strategies to increase brand

awareness, attract customers, and drive conversions. The Marketing Team will
develop and execute marketing strategies, utilizing digital channels such as social
media platforms, search engine marketing, and email marketing. They will create
engaging and informative content to showcase the benefits of Wellness Crates,
highlight customer testimonials, and promote special offers or discounts.
Additionally, partnerships with wellness brands, such as fitness studios, yoga
centers, or wellness retreats, will be established to create mutual benefits. Wellness
Crates can offer exclusive discounts or incentives to customers of partner brands,
while the partner brands can promote Wellness Crates to their existing customer
base. The Marketing Team will also create visually appealing and informative
promotional materials, manage social media accounts, and analyze marketing
campaigns. By implementing these strategies, Wellness Crates aims to increase
brand awareness, customer engagement, and conversion rates. The Marketing
Team will continually assess the effectiveness of marketing efforts and make data-
driven decisions for optimization.
2.5.3 Place:

The geographical coverage and delivery capabilities of Wellness Crates should be

optimized to reach the target market effectively. Ensuring efficient and timely delivery
is crucial for customer satisfaction and loyalty.

2.5.4 Employees:

At Wellness Crates, we recognize that well-trained and dedicated employees are

crucial for providing excellent customer service and maintaining the quality of the
delivered meals. We place great importance on hiring and retaining skilled staff
members who contribute to the overall success of our operation.
Our team members possess qualifications and expertise that align with their
respective positions, including education, practical experience, certifications, and
specialized skills required for the successful performance of their duties. Here's an
overview of the qualifications and responsibilities of key personnel:
 General Manager: The General Manager holds a Bachelor's degree in
business or a related field, along with managerial experience and strong
leadership, communication, and decision-making skills. They oversee all
aspects of company operations, ensure smooth functioning, manage staff,
develop business strategies, and coordinate with different departments to
meet financial targets and maintain customer satisfaction.
 Sales Manager: Our Sales Manager holds a Bachelor's degree and has sales
experience, leadership skills, negotiation abilities, and a goal-oriented
mindset. They develop and implement sales strategies to drive revenue
growth, lead the sales team, identify new business opportunities, and
negotiate contracts. Their focus is on increasing sales revenue, expanding the
customer base, and meeting sales targets.
 Marketing Team: The Marketing Team members hold Bachelor's degrees with
marketing experience, digital skills (including social media, SEO, and
analytics), creativity, and adaptability. They are responsible for developing
and executing marketing strategies to promote Wellness Crates and attract
customers. They create promotional materials, manage social media
 accounts, and analyze marketing campaigns to increase brand awareness,
customer engagement, and conversion rates.
 Human Resource Manager: Our Human Resource Manager holds a
Bachelor's degree in HR or a related field, along with managerial experience,
strong communication skills, knowledge of HR functions and laws, and the
ability to handle confidential information. They ensure workforce alignment
with goals, maintain a positive work environment, oversee recruitment,
employee relations, training, and development. Their role involves efficiently
managing the workforce, fostering positive employee relations and
performance, enhancing skills through training, and ensuring legal
compliance.
 Nutritionist: Our Nutritionist holds a degree in nutrition and relevant
certifications (such as RD), possesses meal planning skills, empathy, and the
ability to communicate complex information clearly. They provide expertise in
nutrition to support the development of healthy food products, design meal
plans, evaluate ingredients, and offer nutritional guidance. Their focus is on
providing nutritionally balanced meal offerings and ensuring customer
satisfaction with product quality.
 Utility and Cleaning Staff: The Utility and Cleaning Staff members hold a high
school diploma and have cleaning experience. They possess attention to
detail and the ability to work independently and in a team. Their
responsibilities include maintaining cleanliness and hygiene in the production
and delivery areas, cleaning workspaces, sanitizing equipment, and assisting
in food preparation. By ensuring a hygienic work environment and compliance
with health and safety regulations, they contribute to the overall quality of our
services.
 Delivery Crew: Our Delivery Crew members hold a driver's license, have
physical stamina, time management skills, a friendly demeanor, and problem-
solving abilities. They ensure the timely and accurate delivery of food
preparation boxes to customers. They load and unload delivery vehicles,
follow delivery routes, and provide excellent customer service, aiming for on-
time deliveries and ensuring customer satisfaction with the delivery
experience.
  Finance Manager: The Finance Manager holds a Master's degree, possesses
financial analysis experience, Excel proficiency, strategic thinking, and
attention to detail. They manage financial planning and analysis to support
business decision-making, develop budgets, forecast financial performance,
and assess investment opportunities. Their role provides strategic financial
insights, optimal resource allocation, and maximizes profitability.

2.5.5 Suppliers:

At Wellness Crates, we recognize the importance of establishing strong

relationships with suppliers who can provide us with high-quality ingredients at
competitive prices. We understand that cost efficiency is a crucial factor in delivering
affordable meal options to our customers while maintaining our commitment to
quality and nutrition.

In our pursuit of cost-effective solutions, we have partnered with suppliers in

Gensan, a renowned region known for its abundant supply of fresh and high-quality
vegetables. By sourcing our vegetables locally from Gensan, we can take advantage
of the region's favorable climate and rich agricultural resources, resulting in cost
savings without compromising on the quality of our ingredients.

Working closely with our suppliers in Gensan, we ensure a reliable supply

chain that consistently delivers fresh and affordable vegetables. These suppliers
have established a strong reputation for providing top-notch produce that meets our
stringent quality standards. By leveraging our partnerships in Gensan, we can offer
our customers a wide selection of nutrient-rich and flavorful vegetables at
competitive prices.

While Gensan serves as a primary source for our vegetable supplies, we also
maintain partnerships with other trusted suppliers for various ingredients. These
collaborations allow us to source a diverse range of high-quality items while
optimizing our procurement strategy to provide our customers with the best value for
their money.

By carefully selecting suppliers from Gensan and other reputable sources, we

can strike a balance between cost and quality, enabling us to offer competitively
priced meals without compromising on the nutritional value and overall satisfaction of
our customers.