Concept Development for Sustainable Market Offering | Desklib

Running head: CONCEPT DEVELOPMENT
Concept Development
Name of the Student
Name of the University
Authors note

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CONCEPT DEVELOPMENT
Table of Contents
Task 1.........................................................................................................................................2
1.1 Applying CPS for a sustainable market offering.........................................................2
Problem identification............................................................................................2
Problem delineation...............................................................................................3
Information gathering.............................................................................................3
Idea generation.......................................................................................................4
Idea evaluation, selection and refinement..............................................................4
1.2 Profile..........................................................................................................................5
Task 2.........................................................................................................................................5
2.1 environment analysis............................................................................................5
2.2 Market and customer analysis..............................................................................8
References....................................................................................................................10

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CONCEPT DEVELOPMENT
Task 1
1.1 Applying CPS for a sustainable market offering
The Nature Valley is a popular organic product retailer in Australia, and it is a really
successful brand. This study aims to give an overview of the new product launch by this
company towards sustainable business expansion.
Creative problem solving or CPS is the process of drawing the solution to
organisational problems through effective and creative ideas. This process is defined and
executed in various ways since its advent in back 1940s. The CPS is the pre-implementation
process that a company takes into account. In this process, the problem is identified,
researched and solved through idea generation. There are a number of theories and ways to
perform the CPS process. One of the popular theories in this area is Titus' five-step CPS
implementation. These steps are discussed below-
Problem identification
The market demands in food and beverages industry of Australia is facing rapid
change. The reason behind this change is enhancing health and environmental consciousness
among the people. The whole world is facing common problems like obesity, declining
immunity and global warming effects that are related to the day to day lifestyles of people
(Gatignon, Gotteland and Haon 2016.). As the age of globalisation, people are being aware of
the negative outcomes of these aspects and trying to save them and the earth from its
consequences.
This is where the concept of organic food gains popularity and the market of such
foods are quite high nowadays. Other than organic fruits and vegetables, people are also
tending to use organic drinks, energy bars and other packaged items. But there is not much

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CONCEPT DEVELOPMENT
availability of the organic food products as they are a bit expensive, and their sourcing is not
as easy as the other products.
Problem delineation
The products that are available in the market are affecting the lifestyle and nature at
some time. The increasing availability of fast food and chemically treated vegetables and
fruits are affecting the health condition of the people. For the past few decades, people are
being habituated with a lazy and unhealthy lifestyle (Pikas et al. 2016). They are busy with
their job and forget to maintain their nutritional needs. This is resulting in obesity and health
declination. Some of the people are diagnosed with a complicated disease like cancer for
consuming unhealthy foods. Excessive use of pesticides and preservatives in the farms are
one of the reasons for all these.
Australian consumers are aware of these facts, and they are now trying to consume
more organic food in their daily meals. There are few companies who are supporting this
cause, and Nature Valley is one of them. This company has been providing organic food and
drinks to its customers for along period. But the problem arises when the consumers are
inclining towards the ready-made source of energy in organic form. There is increasing
demand for the food which is readymade and at the same time nutritious.
Information gathering
Gender Men Women
Obese 28% 27%
Not obese but overweight 42% 29%
Table 1: Total percentage of obese and overweight people in Australia 2014-15
(Source: aihw.gov.au)