Mission Leaf of Life Inc. Seeks to Create and Promote Great-Taste Truly Healthy Food Garnish
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Mission Leaf of Life Inc. seeks to create and promote great-taste truly healthy food garnish. We strive to grow our business with honesty and integrity that we use to craft our products, with sustainability and quality. Leaf of Life Inc. manufactures the highest quality of Ashitaba Food Garnish with the use of finest organic Ashitaba leaves and sterile equipment, creating a healthy product that meets the demands of its customers. Vision Leaf of Life Inc. envisions itself as: An excellent producer of Ashitaba Food Garnish. An enterprise well known by its innovative creation of garnish that will lead Leaf of Life Inc. for having a strong and reputable brand name. Introduction Everyone loves to eat especially in fast food and restaurants, and most of the time consumers tend to forget the idea of eating healthy food. It’s just like what the old saying goes “Health is Wealth” health is very precious to a person’s life. Leaf of Life Inc. is focused on producing a product that can be used by different fast food and restaurant to make their food and cuisines healthier. That is why Leaf of Life Inc. has developed a product which is “Ashitaba Food Garnish” a product that can be used in cooking to give a healthier taste and a touch of life to the food and to its consumers. Market Overview Leaf of Life Inc. is a business – to – business (B2B) type of business transaction, the role of the company is to supply “Ashitba Food Garnish” to other businesses like fast foods and restaurants. With the B2B approach, it is easier for the company to penetrate and approach its market and potential customers. Market Segment The group have segmented the market based on the possible users of the type of product which is “Food Garnish” that the group is working on. The group have decided to segment its market with the different kinds of fast foods and restaurants that is currently available in the market. The group also segmented its market based on the strong brand name of the different fast foods and restaurant available in the market. Target Market Leaf of Life Inc. believes that it is smart to market its product to the following enterprise: (Shakey’s, Pizza Hut, and Yellow Cab). The following enterprise are well known for offering high cholesterol foods to the public like pizza. FBA ANALYSIS Features Benefits Advantages Ashitaba Leaf Ashitaba leaves Live life longer, and feel Reduces better inside and out. Cholesterol level Spend longer time with promote blood your family and loved cleansing & ones.Feel energized and circulation happy every day! reduce blood pressure regulate cholesterol level regulate blood sugar level reduce joint & muscular pain Strengthen the immune system Enhance smooth bowel movements Remove toxic wastes from body Aid natural sleep cycles Positioning Statement Eat Healthy now! It’s a garnish unlike any other! Leaf of Life Inc.’s “Ashitaba food Garnish” is made of 100% organic dried Ashitaba leaves naturally grown and harvested with care. Ashitaba Food Garnish, helps lower the cholesterol level and minimize the risk of high blood and other heart diseases. It also promotes blood circulation and helps lower the blood sugar level, other than that it also strengthen the immune system, keeping the body protected. Live life longer, feel better inside and out. Eat more without any worry, use “Ashitaba Food Garnish”. SWOT Analysis STRENGHTS WEAKNESSES • Easy to find, made ready for the Lacks brand awareness health conscious Poor brand image Few supplier • 100% organic Ashitaba leaves • First to offer ashitaba food garnish in the market OPPORTUNITIES THREATS Agriculture promotion in Natural Calamities Philippines Economic Stability Product is new to the market Product might be copied Consumers might reject the Open up new market use of the product Porter’s Framework New Entrants Leaf of Life Inc. BARGAINING POWER BARGAINING OF SUPPLIERS POWER OF Competitors CUSTOMERS Internet (PLDT Home Sunkist food service DSL) B2B Target AJ’s fine foods Market Shakey’s Electricity ( MERALCO) Pizza Hut Water (MAYNILAD) Yellow Cab THREAT OF SUBSTITUTE OF PRODUCT Established Herb spices manufacturer Dietary products/supplements with similar benefits Promotional Plan Key Success Factor The key success factor of the company determines its edge in the market to determine whether the company has the capability to compete in the market. The key success factor will determine whether the company’s product has a competitive advantage in the market. Price Affordable Product Concept There’s still no ashitaba offered as a food garnish in the market Health Benefits Offers a lot of health benefits Distribution Distirbuted to fastfood and restaurants with strong brand image New in the market First to launch ashitaba food garnish in the philippine market Distribution Channel Leaf of Life Inc. will be supplying Shakey’s, Pizza Hut and Yellow Cab of its product for the consumption of the public. Shakey’s began to expand outside the United States with the opening of a restaurant in Winnipeg, Manitoba, Canada on February 15, 1968. Expansion then went south with the opening of Mexico City restaurant on May 7, 1968. The first Japanese restaurant opened in Osaka, Japan on July 26, 1976. Expansion continued with a restaurant in Makati, Philippines in 1975. P i z z a H u t is an Am erican restaurant chain and international franchise, known for pizza and side dishes. Founded in 1958 as a single location in W ichita, Kansas, it is now corporately known as Pizza Hut, Inc. and is a subsidiary of Yum ! Brands, Inc., the world's largest restaurant com pany. In 2012, the com pany counted m ore than 6,000 Pizza Hut restaurants in the United States, and m ore than 5,139 store locations in 94 other countries and territories around the world. Yellow Cab Pizza Company is a chain that retails fast food, primarily pizza. Founded in 2001, the chain operates in the Philippines, the United States, Guam, Malaysia and Qatar. Because of having "yellow cab" in its name, many thought of the company as a taxi business. Industry Analysis Fast food retains its position as the largest and the fastest-growing category in the Philippine consumer foodservice industry. During 2012, this category reported total foodservice revenue of Ps121.9 billion, taking 30% of total value sales in consumer foodservice. Growth in terms of outlets, transactions and value sales remains vibrant. Outlet openings have been supported by the increasing number of shopping centres and small community supermarkets in Metro Manila and key cities nationwide. Outlet growth was estimated to be at 8% in 2012 while transactions and value sales ballooned by 9% and 11% respectively. Fast food will continue to enjoy moderate in growth in the forecast. Amid more market saturation and maturity, fast food constant value CAGR is set at 3% which is the same rate recorded in the review period. In order to grow sales, operators will continue to grow their outlets via franchising. The opening up of shopping centres and community supermarkets both in Metro Manila and in key provincial cities will provide lucrative venues for fast food. This category is expected to remain the biggest in the Philippine consumer foodservice industry by the end of 2017. Market Risk As we all know today’s business world is rapidly changing. It gets even more complicated day by day. With that the company may encounter distinct cases. Fast food success has drawn much attention to the industry and the food itself. Animal rights advocates and health buffs alike criticize fast food on its effect on the health of its customers and the health of the globe. Not only is fast food proven to be bad for the health because of its high fat content and the probable health hazards fast food chains are prone to, but also its effect on employment and agricultural concerns. [Fast food = Bad Eating Habits] Fast food is everywhere. It is available from main commercial blocks to gas service stations. In short, it is available and accessible. This partnered with the biological propensity towards food high in fat and sugar, leads to widespread obesity. [Employment and Agriculture Implications] Employment issues are also abundant in the fast food industry. Mainly because working in a fast food does not require a college diploma or reasonable career experience, fast foods employ teenagers as part-time crew and unskilled adults that accept low pay. There are widespread cases wherein workers were forced to work longer hours without pay. The agriculture industry also suffers because of fast food chains. It has led to mass slaughters of cattle. Because fast food chains require so much meat and poultry, their demand leads them to make deals with large slaughter corporations. These deals and practices crowd out smaller businesses. Fast food domination has several implications both for the health of individuals and for the health of the entire globe. Ultimately, people can exercise their power of choice responsibly. Be more conscious with what they eat and where their food came from. This is the starting point for a healthier lifestyle..