Comprehensive Analysis of MOMA Healthy Foods: Business Context

This report analyzes the business context of MOMA Healthy Foods, a London-based company providing healthy food options. It begins with an introduction to the business and its market positioning, focusing on its early presence in London tubes. The main body of the report includes a SWOT analysis, evaluating MOMA's strengths, weaknesses, opportunities, and threats. The report also examines the company's use of Corporate Social Responsibility (CSR) to build a positive brand image and explores its innovative and creative approaches in product development and service delivery. The conclusion summarizes the key findings and offers recommendations for future strategies, emphasizing the importance of innovation, CSR activities, and adapting to market changes. The report references various books and journals to support its analysis.

THE CONTEXT OF
BUSINESS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
2.1- SWOT analysis of MOMA healthy foods-..........................................................................3
2.2- Use of CSR-.........................................................................................................................5
2.3- Innovation and creativity-....................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business context tend to be encompasses of several factors which include the factors for
which the business is being developed and gaps within the market which it tend to fulfill by
proving its services. MOMA healthy foods is the chosen organization for the analysis in this
report. MOMA healthy foods, is an easy London based organization which tend to provide
healthy food options to the customers at various geographic locations (Creative works, 2021). In
the initial stage MOMA tend to provide its services within the London tubes, through which it
tends to make sure that customers travelling early in the morning are able to achieve a proper
healthy food diet. Thus with the interesting concept and rarity within the market company was
being able to achieve high sales and through which has established several retail stores.
Evaluation of the company's strengths, weakness opportunities and threat is being evaluated
through the implementation of SWOT analysis is being done in this report. Implementation of
the corporate social responsibilities by the organization for developing a positive image in front
of the customers is also being analysed within the report. Study on the innovative and creative
steps being taken by the business is also being analysed within the report.
MAIN BODY
2.1- SWOT analysis of MOMA healthy foods-
Strength- MOMA healthy food tend to provide organizational products to the customers
traveling through London tubes, through company's retail stores and online platform. With that
company also extended its operations, by collaborating with some of the biggest market
competitors like large super market chains (Nyame-Asiamah and Ghulam, 2019). By this step it
was being able to achieve high brand awareness and by utilizing the efficient economic growth.
Through this high sales MOMA tend to ensure that it is able to achieve an efficient competitive
edge. Due to which it tends to make appropriate innovative approaches, such that customers are
being empowered to achieve an ability to choose the type of product which they want to achieve
by the company. Since business tend to provide its services to a large customer sections due to
which it also has to employee a large customer base, through which it can ensure that a unified
organizational service is being provided to the customers.
Weakness- The product being provided by MOMA are the healthy food options due to which
the specific targetted customer base of the company is the limited section of the customer base.

Due to which organizational sales is being limited, with that company also has to make sure that
it is able to make innovative approaches for providing organizational services to the customers.
Due to which has to face high complexity in integrating creativity within the product
development phase because of the limitations in the product development phase. MOMA tend to
increase its geographic in the overseas market for achieving a diversity in its customer base. But
organization faces limitations in developing products as per the requirements of the customers of
the specific targetted location (Samaroudi, Echavarria and Perry, 2020). The organization tend to
provide its services at an affordable pricing by which it makes sure that it is able to attract the
customers from the middle economical class and through which high sales can be accomplished.
However, due to this step low profit margin is being achieved because of which MOMA healthy
food produce a mass market products.
Opportunity- The innovative and creative approach which is being taken by the MOMA food is
highly beneficial for the organization because through this it is able to provide new products to
the customers which are not being available within the market. However, organization uses
penetration pricing strategy by which it can make sure that it is able to achieve high sales and
through which organizational brand awareness can also be increased. But as per the product
lifestyle organization can improvise its pricing strategy to skimming or hourly pricing strategy.
Through which customers can be motivated to increase their level of engagement for utilizing the
organizational services (Hawhee and Poole, 2019). With that MOMA foods can also participate
in different business collaborations, through which it can make sure that it is able to promote
itself to the customers of other organization as well. By this it can increased company's sales and
can also run customer loyalty programmes, through which efficient sales can be ensured.
Threat- Increasing market competition is an high level threat for the MOMA foods because the
customers are able to choose the type of organization. Through which it tend to achieve services
and because of which chances of brand switching increases. With that in the present time of
COVID-19 government has to introduce lock-down within the country and due to which tube's
operations was also being affected (Souza-Monteiro and Hooker, 2017). Therefore, because of
which organizational sales of MOMA also got affected and which made a significant impact
upon company sustainable economic growth. Therefore, company has to make several in-process
in its operations by which it can make sure that it is able to follow the government developed
precautions and also at the same time provide high level organizational services to the customers.

With that since MOMA provide mass market product because of which company has to make
high sales for achieving desired profit margin (Leiber, Stensaker and Harvey, 2018). Therefore,
company's sustainability within the market is being affected. Apart from that MOMA food tend
to increase its geographic area and tend to enter the overseas market. Due to which UK's
changing international relation with the specific targetted country will also make a significant
impact upon the goal achieving capability of the organization.
2.2- Use of CSR-
Corporate Social Responsibility is the organizational activity in which the companies
tend to perform several social welfare activities. Through which it tend to make sure that it is
able to develop a positive image in front of the customers. This happens because customers are
assured that company is paying high interest in doing their welfare as well rather that capitalizing
itself (Azzuhri and et.al, 2018). This becomes significant due to the fact that in the present time
when the market competition is being increased drastically, organizations like MOMA has to
perform several activities, through which customer's loyalty towards the company can be
increased. The CSR activity is important for the organization but also at the same time it
increases company's expenditures. Due to which it has to make sure that activities are being done
in such a way that it develop a positive organizational image for the customers by which new
customers can also be attracted towards the organization.
2.3- Innovation and creativity-
In the initial stage of installing the organization MOMA food conducted an innovative
approach for identifying the need of healthy food for the customer travelling, through tubes.
Thus on that bases company tend to take creative steps for developing the products by taking
oats based food options (Selwood, 2019). Through this integrated approach of innovation and
creativity MOMA foods was being able to provide out of the box products to the customers and
due to it has achieved high sales.
Despite this MOMA foods often make innovative approach within the final product
which is being provided to the customers. This can be seen in the increasing list of product
placements done by the organization, in which at the initial stage business tend to provide only
healthy food options including yogurt, oats, etc. Due with the increasing economic growth the
organization is able to introduce new healthy drink options as well to the customers and also has
introduced a variety in services (Laksham, 2019). Through this innovative approach it tends to

assure customers that their requirements are being fulfilled and due to which the chances of
brand switching also reduces.
CONCLUSION
From the above evaluation it can be concluded that organizations have to make sure that
they are able to provide new and rare products to the customers. By this it can ensure that it is
able to fulfil the gap which the customers are facing in the existing market place. Thus by
provide products such that customer requirements are being fulfilled company can assure that it
is able to achieve high sales. Since MOMA is able to provide healthy oat based food options to
the customers, due to which organizational segmented customer base is the specific section of
the society. Due to which it can be recommended to the company that it tend to implement
innovation in the product development. This can be achieved by the company through integrating
additional flavors and other creative food options, by which customer can achieve a variety of
options to choose. With this step company can guarantee customers that their requirements are
being fulfilled and through which a improved working condition is also being achieved. Through
this step company may achieve increment in sales but also at the same time company has to
make sure that it develops a positive image in front of the customers. Due to which it has to
perform CSR activities by which it can advertise itself to a wide range of customers and also at
the same time brand awareness can be increased.

REFERENCES
Books and Journals
Azzuhri, A.A. and et.al, 2018. A Creative, Innovative, and solutive transportation for Indonesia
with its setbacks and how to tackle Them: a case study of the phenomenal
GOJEK. Review of Integrative Business and Economics Research. 7. pp.59-67.
Hawhee, D. and Poole, M., 2019. Kenneth Burke at the MoMA: A viewer’s theory. Quarterly
Journal of Speech. 105(4). pp.418-440.
Laksham, K.B., 2019. Unmanned aerial vehicle (drones) in public health: A SWOT
analysis. Journal of family medicine and primary care. 8(2). p.342.
Leiber, T., Stensaker, B. and Harvey, L.C., 2018. Bridging theory and practice of impact
evaluation of quality management in higher education institutions: a SWOT
analysis. European Journal of Higher Education. 8(3). pp.351-365.
Nyame-Asiamah, F. and Ghulam, S., 2019. The relationship between CSR activity and sales
growth in the UK retailing sector. Social Responsibility Journal.
Samaroudi, M., Echavarria, K.R. and Perry, L., 2020. Heritage in lockdown: digital provision of
memory institutions in the UK and US of America during the COVID-19
pandemic. Museum Management and Curatorship. 35(4). pp.337-361.
Souza-Monteiro, D. and Hooker, N., 2017. Comparing UK food retailers corporate social
responsibility strategies. British Food Journal.
Online
Selwood, D., 2019, Breakfast brand Moma adds oat milk duo for hot drinks. [Online]. Available
through:<https://www.thegrocer.co.uk/new-product-development/breakfast-brand-
moma-adds-oat-milk-duo-for-hot-drinks/597608.article>
Creative works, 2021, MOMA Foods: The MOMA of all by St Like's. [Online]. Available
through:<https://www.thedrum.com/creative-works/project/st-luke-s-moma-foods-the-
moma-all>