Organic Fruits and Vegetables: Enterprise Project Report Analysis

This report provides a comprehensive analysis of an organic fruits and vegetables enterprise. It begins with an introduction, followed by market research, including secondary research, market trends, and industry life cycle. The report identifies the target market, key competitors, and outlines a marketing strategy. It also covers operations and logistics, specifically production and delivery to customers, along with a financial analysis spanning from 2020 to 2022. The report includes a conclusion summarizing key findings and references relevant academic sources. The report also includes a bibliography of the sources used.

ENTERPRISE PROJECT

TABLE OF CONTENT
⚫ INTRODUCTION
⚫ Market research
⚫ Target market
⚫ Competitor analysis
⚫ MARKETING STRATEGY
⚫ Operations and logistics
⚫ CONCLUSION
⚫ REFERENCES

INTRODUCTION
⚫ Enterprise is a business organisation engaged in conducting business functions.
⚫ This report is based on the case study of business enterprise call as organic fruits and vegetables.
⚫ This business enterprise involved in selling organic foods and vegetable to its customers.
⚫ This report will project about the different aspects related to the business enterprises.
⚫ Henceforth, report will emphasis on the elevator pitch in respect to the business enterprises.
⚫ Background of owner of business will also project in this report along with the other relevant
information related to the owner of business will also project in this report.
⚫ Product portfolio of company will also provide in this project.

MARKET RESEARCH
SECONDARY RESEARCH
Introduce the market sector
⚫ There are a lot of customers which have turned vegetarians in United Kingdom and there is about
3.5m tonnes of fruits and vegetables which years produced by British farmers.
Market trends
⚫ The sales are increasing rapidly of this industry which is a great factor for the company.
Industry life cycle
⚫ Currently, due to covid-19 there has been a growth in the consumption of fruits and vegetables of
the people because the customers are home and they want to prepared their own food since outside
is not safe.

TARGET MARKET
Customers are businesses or individual
⚫ There are no specific customers for organic fruits and vegetables because they have to
have a good understanding of the products for themselves. The customers are going to be
individuals mostly because the organization does not want to have partners because the
decision making power can be lost in this process.
Typical customers
⚫ There is going to be no use of getting in age and gender for the products of organic fruits
and vegetables but the people who have a better lifestyle and can afford these products are
going to be targeted. There are a lot of people who are aware of these products which are
present in the market otherwise the company is not going to have good sales. The culture
and trends of the customers are changing as well which will have to be maintained so that
they can have better functioning for themselves.

COMPETITIVE ANALYSIS
Key competitors
⚫ The competitors for Organic fruits and vegetables are Real Organic
foods, The Organic Delivery Company, The real food company, etc.
⚫ All these competitors in the market are selling fruits and vegetables which are
seasonal and are going to be good for consumption for the customers.
⚫ Real organic food are selling products around 2.2 billion in United Kingdom
and the channel which is being used by the competitor is selling through
intermediaries which is proving to be very beneficial for the organization.

MARKETING STRATEGY
Word of mouth
⚫ It is very important for any business in the market to have experience and have contacts in the
market so that they can make a place for themselves easily. There are a lot of measures which the
businesses have to take so that their products can have the right sales which the company was
expecting so that the targets can be matched.
⚫ There are a lot of farms which are trying to provide organic vegetables and fruits to the customers
since they are getting fitness and health conscious. Just a word of mouth is going to be enough for
the business to be able to operate effectively and the customers are going to be loyal as well if the
quality of the vegetables and fruits are going to be matching the standards of the customers.
⚫ There is a lot of risk for the farms in organic farming because there are a lot of insects and pesticides
which spoil their crops and those cannot be sent in the market for the customers otherwise the
company is going to lose their loyal base in the market.

OPERTIONS AND LOGICTICS
Production
⚫ Crops take a lot of time to ripe and therefore the stock of the business
will have to be higher so that the demands of the customers can be met easily.
Delivery is not going to take time because Organic fruits and vegetables have
good network for themselves to reach out on time which is going to be very
helpful for a long run.
Delivery to customers
⚫ The delivery is not going to consume time because of the good
transportation which the company is having. The company is providing their
products and services in United Kingdom in which road transport is turning out
to be cheap for the organization for a long run.

FINANCIAL ANALYSIS
Jan Feb Mar Apr May June
2020 2021 2022 2020 2021 2022 2020 2021 2022 2020 2021 2022 2020 2021 2022 2020 2021 2022
Sale 1.5 1.5 1.5 2 2.2 2.4 2.5 3 3.2 2.6 3.3 2.5 2.8 3.4 3.6 2.8 3.4 3.6
COGS 0.4 0.4 0.4 0.5 0.5 0.5 0.6 0.6 0.6 0.65 0.65 0.65 0.65 0.7 0.7 0.5 0.7 0.8
GP 1.1 1.1 1.1 1.5 1.7 1.9 1.9 2.4 2.6 1.95 2.65 1.85 2.15 2.7 2.9 2.3 2.7 2.8
Exp.
Mark. 0.25 0.3 0.35 0.2 0.3 0.35 0.2 0.3 0.35 0.2 0.3 0.35 0.2 0.3 0.35 0.2 0.3 0.35
G&A 0.2 0.3 0.25 0.25 0.3 0.35 0.25 0.3 0.35 0.2 0.3 0.4 0.15 0.2 0.3 0.3 0.4 0.3
NP 0.7 0.5 0.5 1.05 1.1 1.25 1.45 1.8 1.9 1.55 2.06 1.1 1.8 2.2 2.25 1.8 2 2.15

CONCLUSION
⚫ From the above report it can be concluded that there has to be a unique
idea and innovation which is required in the business in order to be able
to operate effectively and efficiently in the market.
⚫ There are a lot of decisions which have to be made as well and for that
the organization needs to have good analyses of the market to know if the
products will be able to get the attention of the customers or not.
⚫ The competition in the market is high therefore it is very important for the
organization to be able to get in loyalty of the customers so that they will
be able to function effectively.

REFERENCES
⚫ Azzurra, A., Massimiliano, A. and Angela, M., 2019. Measuring sustainable food consumption: A case study
on organic food. Sustainable production and consumption. 17. pp.95-107.
⚫ Grubor, A. and Djokic, N., 2016. Organic food consumer profile in the Republic of Serbia. British Food
Journal.
⚫ Golob, U. and et.al., 2018. The role of environmentally conscious purchase behaviour and green scepticism
in organic food consumption. British Food Journal.
⚫ Nandi, R. and et.al.,2016. Consumer motives and purchase preferences for organic food products: Empirical
evidence from a consumer survey in Bangalore, South India. Journal of International Food & Agribusiness
Marketing. 28(1). pp.74-99.
⚫ Besson, T. and et.al., 2019. The calories underestimation of “organic” food: Exploring the impact of implicit
evaluations. Appetite. 137. pp.134-144.
⚫ Vietoris, V. and et.al., 2016. Analysis of consumer preferences at organic food purchase in Romania. Polish
journal of food and nutrition sciences. 66(2). pp.139-146.

Bibliography
⚫ Measuring sustainable food consumption: A case study on organic food. Sustainable production and
consumption. 17. pp.95-107 (Measuring sustainable food consumption: A case study on organic
food. Sustainable production and consumption. 17. pp.95-107)
⚫ Organic food consumer profile in the Republic of Serbia. British Food Journal.
(https://www.researchgate.net/publication/287128810_Organic_food_consumer_profile_in_the_Repu
blic_of_Serbia)
⚫ The role of environmentally conscious purchase behaviour and green scepticism in organic food
consumption. British Food Journal
(https://www.researchgate.net/publication/333397836_The_Millennials'_Concept_of_Sustainability_i
n_the_Food_Sector)
⚫ Consumer motives and purchase preferences for organic food products: Empirical evidence from a
consumer survey in Bangalore, South India. Journal of International Food & Agribusiness
Marketing. 28(1). pp.74-99(https://core.ac.uk/download/pdf/129149167.pdf)