Optimum Nutrition: Analysis of Issues and Strategic Recommendations

This report provides a comprehensive analysis of the current issues faced by Optimum Nutrition, primarily focusing on the impact of the COVID-19 pandemic and the shift towards plant-based diets. The report details the actions the company has taken to mitigate these challenges, such as adjusting pricing and increasing marketing efforts. It then proposes several strategic recommendations, including targeting new markets in the US and Asia, enhancing marketing and promotional strategies, offering discounts, expanding the product line to include plant-based options, and tapping into untouched markets. The report also includes an assessment of the plausible, worst, and most likely conditions related to the pandemic's impact on the company's supply chain and sales, along with opportunities for market expansion. The report concludes by emphasizing the importance of adapting to changing consumer preferences and market dynamics to ensure continued growth and success for Optimum Nutrition.

Assessment (optimum
Nutrition )

Table of Contents
Current issues faced by Optimum Nutrition................................................................................3
Current action taken by company to face the current issues .......................................................3
Actions should be taken by the company ..................................................................................4
REFERENCES................................................................................................................................6

Current issues faced by Optimum Nutrition
 Owing to the proliferation of Covid, all the gyms have to remain shut for few months,
people were running short of money so the sales and supply chain and distribution
network of Optimum Nutrition get impacted (optimum nutrition , 2020).
 People start switching top plant based diet, this is also impacting the sales and
profitability of the company.
Current action taken by company to face the current issues
1. To over come the issue of Pandemic, this company is
changing the pricing strategies, as the gyms are opening
now, but still the people are not coming to gym, to the sell
of its products are not getting increased thus the company
has reduced the prices of its product.
2. Due to this pandemic, people have started switching to the
plant based diet, which means people are eating more
vegetables, meat, seeds, oil and dairy product, to overcome
this company has increased its marketing strategies now
they are making aware people about the benefits of using
their protein.
Actions should be taken by the company
1. Optimum nutrition should target the new market of US and
Asia specially in those countries whether the gym has been
opened, and the situation of lock- down have been removed.
2. In Asian countries, the impact of Covid is decreasing as the
vaccination has been arrives so the people are started living
their normal life, so optimum nutrition should enhancer their
marketing and promotional strategies in such countries.
3. To enhance the sales, company can reduce its prices (Esobi

and et.al, 2020).
4. To attract the customer, optimum nutrition should provide
discount when , any customer buy the product from its
online store.
5. Optimum nutrition should provide discount to the gym
owners when they buy the product in bulks.
6. As the people are switching to the plant based product so the
company should increase its product line, and also offer
them the product which they are liking the most.
7. As different countries have different, in Asia company is
dealing in only Japan so, it is a good opportunity to tap into
untouched market.
Impact Covid 19 Plausible condition Worst condition Most likely
condition
Supply chain In the plausible
condition the supply of
the company will
ageing increase as all
the people will get
proper vaccination and
the life will become
normal, and people
will again to go gym
and start having
proteins (Kaushik and
et.al, 2021).
Covid again entered
into the life and again
government has to
impose lock down in
such situation the
supply and sales of the
company will effect
badly.
The most likely
situation is
plausible
condition because
now the effect of
Covid is getting
decreased.
Condition of
market
Sale will increase in
this condition
Sale is not going to
increase.
Sale will increase

Opportunity To tap into Asian
market as the situation
of Asian countries are
getting normal, and
people of these
countries are also
getting aware about
fitness, thus they will
need the products of
Optimum nutrition
To sell the products at
lower prices to tap the
untouched market.
The most likely
situation is that
the company
should increase
the market
presence in the
Asian countries.

REFERENCES
Books and Journals
References
Esobi and et.al, 2020. The Impact of COVID-19 on Healthy Eating Habits. J Clin Nutr
Heal, 1(1), pp.001-002.
Kaushik and et.al, 2021. Impact of COVID-19 pandemic on vegetable sector and its
allies. Indian Journal of Traditional Knowledge (IJTK), 19, pp.S-177.
Online
optimum nutrition ., 2020 [online] Available through: <https://www.optimumnutrition.com/en-
us/Products/c/1000>