University Report: Food Ingredients Delivery Business Evaluation

This report provides an in-depth analysis of a food ingredients delivery business, focusing on its competitive landscape within the food delivery market. The report begins with an executive summary outlining the business model, which centers on delivering pre-portioned food ingredients for personalized meals, contrasting with ready-made food delivery services like Foodpanda and Dah Makan. It explores the company's points of parity, such as offering various food categories and catering to dietary needs like vegetarian and low-calorie options. The report also highlights the points of difference, emphasizing the company's commitment to healthy eating habits, sustainable practices, and convenient 20-minute meal solutions. The analysis includes a discussion of the target market, competitive advantages, and the growing trend of health consciousness. The report concludes by emphasizing the company's success in addressing health concerns and offering personalized convenience, supported by references to relevant research in the food industry.

Running head: FOOD INGREDIENTS DELIVERY BUSINESS
Food Ingredients Delivery Business
Name of the university
Name of the students
Author note

1FOOD INGREDIENTS DELIVERY BUSINESS
Executive summary
The following report has described the points of parity and points of difference in order to
evaluate the intensity of competition in market. A company which only delivers food
ingredients according to the personalised meal of a customer faces competition from food
delivery applications like Foodpanda, Dah Makan and Poke Bowl. More precisely, if a
customer wants to have chicken stir fry noodle for dinner, they have to order by 8pm and
within one hour the ingredients will be at customer’s doorstep. The company’s job is to find
each and every material required to prepare the meal in its most authentic form. This report
has evaluated and predicted how the company can gain competitive advantage against
existing competitors.

2FOOD INGREDIENTS DELIVERY BUSINESS
Table of Contents
Points of parity...............................................................................................................3
Category points..........................................................................................................3
Competitive points or points of difference.................................................................3
References......................................................................................................................5

3FOOD INGREDIENTS DELIVERY BUSINESS
Points of parity
Category points
Category points of parity evaluates the offerings of a particular brand and its
perceived quality. The company website or the application itself offers different categories of
food like, whether it can be Asian, Continental or seafood. Moreover, if the study of Bungay
and Vella-Burrows (2013) can be followed, the trend of making the meal children friendly as
well as for vegetarians and low calorie meal guidelines, one pot and quick preparations are
available. Customers can choose a meal from a wide range of variety. The company’s
responsibility is to deliver the ingredients of that particular meal at doorstep. The company
operates business with super easy schemes and zero cancellation charges. As per the
commitment, chef curated, ‘fresh from the farm’ ingredients are delivered. Besides,
consumers an order meal based ingredients for the entire week along with containers that fits
into refrigerators well. In a nutshell, consumers can enjoy cooking experiences without
rushing to the supermarket repeatedly along with that innovative chef recipes are available to
make a special dinner memorable. According to Bigliardi and Galati (2013), functional
healthy food ingredients are on demand. This high-end, innovative and healthy approach
towards community shows their social concern. Example of responsible business operation
can be seen as they have taken a sustainable approach by providing strict message of waste
management in their website. The company never uses non-degradable items to cover, carry
or to deliver products and sends digital bills in order to save papers. Contemporary customer
base is attracted towards such responsible approach, although, still some of the competitive
differences are there with ready-made food delivery services.

4FOOD INGREDIENTS DELIVERY BUSINESS
Competitive points or points of difference
The competitors are definitely food delivery applications like Foodpanda, Dah Makan
and Poke Bowl. They enjoy advantage due to their ready-made services, quick approach and
offerings are from favourite restaurants. They generally target demographics which involve
factors like busy work schedule, least conscious about health and enjoy spicy food. Although,
occasionally people do like to have ready-made restaurant like foods yet for long term basis
people cannot plan their meal like that. That is where, our company makes a difference and
introduces 20 minutes meals and one pot recipes for office goers. Moreover, ready-made
foods are not at all healthy for children and older people of the family. The obesity issues are
approaching highly and has arrived at a point of saturation. Our company is trying to create a
new customer base following the trend of developing healthy eating habits to remain fit
(Nallamuthu et al. 2017 ).
Therefore, from this evaluation it is clear that competitors’ have different outlook and
target different target market. Although, in the long term restaurant like foods may lose its
customers yet the necessity of cooking will remain. Most importantly, restaurants are even
ordering bulk ingredients from the app to present a professional approach in their cooking.
Therefore, at one aspect food ingredient Delivery Company has achieved competitive
advantage clearly that is responding against the increasing health concern of global
population. Yet, it never fails to satisfy different taste buds along with that provides
personalised convenience which is missing in the cases of ready-made food delivery
business.

5FOOD INGREDIENTS DELIVERY BUSINESS
References
Bigliardi, B. and Galati, F., 2013. Innovation trends in the food industry: the case of
functional foods. Trends in Food Science & Technology, 31(2), pp.118-129.
Bungay, H. and Vella-Burrows, T., 2013. The effects of participating in creative activities on
the health and well-being of children and young people: a rapid review of the
literature. Perspectives in Public Health, 133(1), pp.44-52.
Nallamuthu, I., Khanum, F., Fathima, S.J., Patil, M.M. and Anand, T., 2017. Enhanced
nutrient delivery through nanoencapsulation techniques: the current trend in food industry.
In Nutrient Delivery (pp. 619-651).

6FOOD INGREDIENTS DELIVERY BUSINESS