”Denne Bacheloroppgaven er gjennomført som en del av bachelorprogrammet ved BI Handelshøyskole.
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Bacheloroppgave ved
ESADE Ramon Llull Universitet & BI Handelshøyskole
“Is there a potential in the Spanish market for Adams Matkasse?”
Eksamens navn:
Utenlandsopphold – Bachelor i Internasjonal Markedsføring
Utleveringsdato:
06.02.2018
Innleveringsdato:
08.06.2018
Studiested: BI Handelshøyskole Stavanger og Bergen
Anne B. Rementilla Amanda H. Vikran Nathalie Lysvold Adrian T. Schive Maria H. Dimmen
01.0 Executive summary……….………...05
02.0 Company description……….………...06
03.0 Distribution ……….……….. 07
04.0 The objectives: Mission and Values……….………..07
05.0 Company’s operations ……….………..08
06.0 Company Historical development & background ……….…………....08
07.0 Company’s Market Definition ……….…………. 08
Part 1 Desk Research 08.0 Problem Definition ……….…….…………..10
08.1 Description ………....10
08.2 Reason ………...10
Secondary research 09.0 Economy in Spain ……….12
10.0 Spanish Food Industry ……….………..12
11.0 Food Service in ……..……….………...13
12.0 Home Delivery……….……...14
12.1 Grocery Home Delivery ……….………...14
13.0 Package Food ……….……... 15
14.0 Fresh Food ……….……....16
15.0 Trend/Habits in Spain that can Impact ……….……….18
16.0 Where Spanish Consumers Spend Their Money ……….……. 18
17.0 Competitors……….…...19
17.1 Direct Competitors……….19
17.2 Indirect Competitors ……….……….19
18.0 PESTLE……….…….………....21
19.0 Conclusion Desk Research ……….…….………. 24
20.0 Research problem development……….…….…………... 25
20.1 Consumer Behavior ……….………. 25
20.2 Competitiveness ……….…………... 25
21.0 Theoretical Framework ……….………….... 25
22.0 Porter's Five Forces ……….…………..26
22.1 Threat of Substitutes……….. 27
22.2 Threat of New Entrance ……….…………... 28
22.3 Bargaining power of Buyers ………..………... 29
22.4 Bargaining power of Suppliers ……….……… 30
22.5 Industry Rivalry ……….………... 31
22.6 Overview ………...32
23.0 Kotler´s Purchasing Process……….. 33
24.0 List Of Information Needed ………..34
Table of Content
Primary Research
25.0 Primary Research Introduction ………...……….. 36
26.0 Who-What-How ………...……….36
27.0 Interview ………..………. 37
27.1 In-depth Interview ……….37
27.1.1 End-Consumer 1……..……….……….. 38
27.1.2 End-Consumer 2…………..………….……….. 39
27.1.3 End-Consumer 3………..…….……….. 40
27.1.4 End-Consumer 4………...……….. 41
27.1.5 End-Consumer 5……….….….……….. 43
27.1.6 Expert ……….……..………..45
27.1.7 Supplier ……….………….……….47
27.2. Focus Group ……….………..………..48
27.2.1 Focus Group 1……….………..…………..48
27.2.2 Focus Group 2 ……….………..……….51
27.3 Conclusion of End-Consumers …..………....53
28.0 Global Conclusion………..………....54
29.0 Quality of The Project ………..……….54
30.0 Problem Definition………..………...55
Part 2 Strategic Part 31.0 Frame of Reference ……..……….57
32.0 Mission ………..………...57
33.0 Values ………..………..58
34.0 Risk-Profitability Binomial …..……….59
35.0 Corporate Objectives: “Adams Matkasse”……..……….. 59
36.0 Market Definition ……..………....60
37.0 Macro Segment …………..………... 61
38.0 Solution Life Cycle …………..………. 62
38.1 Solution Life Cycle: Macro Segments …..……….... 63
39.0 Strategic SWOT ………..……….. 64
40.0 Criteria for List of Actions ………..………..68
41.0 Key Success Factors and Distinctive Competencies ……..…………...70
42.0 Analysis of Competitive Forces …….………...71
43.0 Development Strategy ……….………..72
43.1 Growth Strategies ……….……….72
43.2 Competitive Strategies……….……….. 74
43.3 Competitive Attitude Strategies ……….……….. 75
44.0 Definition of Variables ……….……….77
45.0 Micro Segment ……….……….78
45.1 Choice of Micro Segments ……….………...80
46.0 Criteria for Efficient Segmentation …….………..82
47.0 Chose Segmentation Strategy……….………... 85
47.1 Segmentation Strategy MS 1……….……….86
47.2 Segmentation Strategy MS 2 ……….………....86
48.0 Positioning Strategy ……….………. 87
48.1 Positioning Map ……….………... 88
49.0 Marketing Mix Overview……….. 89
49.1 Marketing Mix 1……….... 90
49.1.1 Product ………... 90
49.1.2 Price……….... 91
49.1.3 Place………....91
49.1.4 Promotion ………...92
49.2 Marketing Mix 2……….... 93
49.2.1 Product ………... 93
49.2.2 Price……….... 93
49.2.3 Place………....93
49.2.4 Promotion ………...93
49.3 Marketing Mix 3……….... 94
49.3.1 Product ………... 94
49.3.2 Price……… 94
49.3.3 Place………....94
49.3.4 Promotion ………...94
49.4 Marketing Mix 4……….... 95
49.4.1 Product ………... 95
49.4.2 Price……….... 95
49.4.3 Place………....95
49.4.4 Promotion ………...95
49.5 Marketing Mix 5 ………... 96
49.5.1 Product ………... 96
49.5.2 Price……….... 96
49.5.3 Place………....96
49.5.4 Promotion ………...96
50.0 Estimated Budget ……….. 97
51.0 Conclusion ………...99
References ……….100
Attachment ………....106
01.0 Executive Summary
In our thesis we have researched if there is potential for Adams Matkasse to enter the Spain Market. Adams Matkasse is a company that delivers food boxes to you doorstep which contains healthy recipes and all the groceries you need to cook your dinner. Since Norway and Spain is very different to each other we understood that we needed to get a more detailed overview on the industries, consumers and a clear overview of the spanish prosperity and welfare. As it was unclear on which industry Adams Matkasse should enter, we analyzed different industries; foodservice, packed food and fresh food. After the analysis it was still unclear which industry Adams Matkasse should be in. So in order to identify their industry we needed some further analysis.
We identified Adams Matkasse´s closest direct and indirect competitors on behalf of the industries we analyzed in the secondary research. We used PESTEL to understand the overall situation in Spain by looking at the political, economical, social, technological, environmental and legal aspect of the country. After concluding our desk research we were able to narrow down our industry identification between two industries; The fresh food industry and the food home delivery industry. To get a deeper insight in the industries we conducted a Porter's five forces and Kotler´s Purchasing Process to get a better understanding. After the analysis there were still loopholes we needed to cover.
Primary research is necessary in order to get the clear understanding on the industry and its consumers. We conducted a primary research where we interviewed in form of focus groups and in depth interviews. After analyzing the results we were able to identify a specific industry to enter; Grocery home delivery. Now we had an industry and needed to follow up with which strategies to recommend and identify micro segments Adams Matkasse should target. After segmentation and strategy recommendations, we decided that Adams Matkasse should position themselves under two different dimension, quality and simplicity. Finally vi developed different marketing mixes for each segment in order for Adams Matkasse to enter the market with a strong position and gain brand awareness.
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02.0 Company Description
Adams matkasse is a company who delivers food boxes to people's homes. The concept is the idea of inspiring people through new and exciting menus. The boxes comes with all the groceries needed for the amounts of days you have chosen and with a tailored menu to follow. As the customers has different needs, Adams Matkasse has a big variety of boxes to choose between. Examples of what they have in Norway is: Express Family, Express For Two, Healthy And Easy, Family Favorites, Express Family Plus, Inspiration Box, Choose And Wreck, Free For Box.
The customers have their own profiles on the Adams Matkasse´s web page, where they select how many weeks they want, pause their subscription or decides which box they want to have in any given week. When
customers pause their subscription they are reactivated by tempting offers made by Adams Matkasse. Not only does Adams Matkasse generate new customers but also reactivates more experienced customers either through phone calls or email.
On the product itself Adams Matkasse deals directly with the supplier, which means there is good
communication and understanding between the two. On the other hand they also gain a lot of knowledge on the products the supplier delivers which again gives the customers a high standard on their groceries. Their
products also follows today`s trends regarding health, the box consists of the nutrition a human needs through dinners. Every ingredient is controlled by Adams Matkasse´s nutritionist which also leads to trust and loyalty to their customers.
03.0 Distribution
04.0 The Objectives: Mission and Values
Adams Matkasse receives their food directly from the supplier, and its received at the main storage in the middle of the week in Oslo, Norway. The food is stored properly so they maintain quality, sorted by category and placed in product lines. On Saturdays and Sundays the boxes are packed for the next week's menu. The boxes are packed by hand to avoid any damage done to the commodities.
The boxes are distributed to the customer`s home by an external company to save costs. They have drivers on contract and they drive in districts, so each driver is given an amount of customers that live in the same county (deliver to as many customers as possible). The delivery vans are installed with cooling system so the food is fresh when it is delivered to the costumer .
Mission
To inspire families to eat good and healthy food, while saving time where it is
most needed - that is the idea behind Adams
Matkasse.
Vision
To delivering healthy, tasty and inspiring dinner to the Norwegian people - home at
the door, with recipes made of chefs and raw materials that you do not necessarily
find elsewhere.
Values
Open, Innovative and Good.
05.0 Company’s Operations
06.0 Company’s Historical Development and Background
Adams Food Box's business is to deliver raw materials and with dinner recipes to the customers doorstep.
The year is 2012 where two friends Lasse Smedsvig and Harald Reigstad Aalvik were students and had worked together in various sales jobs. Both had ambitions to start something themselves and make money. After a trip to Sweden, Lasse observed that the people of Sweden had lost the interest of going shopping themselves and had begun to deliver tailor-made food boxes to people's homes.
The idea of capturing the Norwegian market was presented to Harald, by starting in Bergen. The idea was based on that they could perform all the tasks themselves. Sell food-boxes from door to door with a van and enough groceries. Four years ago the goal was to deliver 300 food boxes a week which has now evolved into about 15,000 food boxes in the low season. The concept was well received in Norway, revenue increased by 50 times as much as in 2013, they had a turnover of 7 million NOK, and in 2016 a turnover of 330 million NOK.
The concept needed a face outward and this was where Adam Schive Bjerck came into the picture. Adam is a young chef who is the tailor of the menus, finds raw materials and presents the product to the customers. Prior to Adam's food box, he had a firm place on the national team of cooking and is considered a star shot within the field.
There was something missing in Adams Matkasse to grow to a greater extent, a professional partner. With the team they brought with them Niklas Aronsson, who is the owner of Linas Matkasse in Sweden, who has also had great success with the same concept. For Aronsson to bet on Adams Matkasse, he had a claim that Adams Matkasse had to hire a senior executive with a good understanding of business. In 2016 Veslemøy Fredriksen was employed to professionalize the operation.
07.0 Company’s Market Definition
Adams Matkasse primarily markets the target audience “families”, but they also have products that are
PART 1
DESK
RESEARCH
08.1 Description
08.2 Reason
08.0 Problem Definition
Problem area:
“Is there a potential in the Spanish market for Adams Matkasse?”
The Spanish market consists of different food cultures and food habits. Would the brand be something the Spanish consumer can adopt to.
We chose to question the product´s attractiveness because we believe the biggest challenge would be to convince the Spanish consumer to change their food habits.
SECONDARY
RESEARCH
The economy in Spain has the worlds fourteenth largest economy by a nominal GDP. The GDP is €1.14 trillion (november 2017). Population in Spain is 46.44 milion, with more than 5.5 million people in Spain earn the Spanish minimum wage. The average monthly wage in Spain decreased to €1809.12 monthly in the third quarter of 2017 from €1942.01 monthly in the second quarter of 2017.
Unemployment rate in Spain was previous 16.39%. The unemployment rate in Spain increased to 16.55% in the last three months of 2017 from an upwardly revised 16.39% in the previous which was the lowest since 2008. In 2012 the economy falls back into recession and the unemployment rate increased to 22.85% or 5.27 million people (the highest in the European union). The unemployment rate is expected to be 13,2% in 2020.
10.0 Spanish Food Industry
In the EU (European Union), Spain is the sixth highest food and drink exporter, and globally they are the tenth highest. The most exported product in Spain is meat with a value of €4.42 billion. The second most exported product is olive oil (€3.34 billion). Then we have fish with €2.9 billion and wine with €2.75 billion.
2016 was the best year for the Spanish food/drink industry. Also in 2016 the amount of Spanish food/drinks products expanded by 1.3% and with €96 billion. The number of people working in the food/drink sector has increased with 3.4%.
11% of Spain´s export in 2017 was within the food and drink industry which represents a value of €27 billion.
09.0 Economy in Spain
11.0 Foodservice in Spain
McDonald’s, Burger King and Telepizza are the main leaders in foodservice (2016). Even though the demand of healthier eating options is increasing.
Although, these players have been able to sustain their lead while those driven by healthier trends attract consumers that are willing and able to pay for higher-priced menus.
Consumer acknowledge pleasant ambience modern and stylish décor, new flavours, ethnic cuisine and innovative versions of traditional dishes more frequently than before. Not only restaurants have these factors, affordable options are also trying to capture consumers. Restaurants are gaining strength driven by the characteristics of a fast food gourmet restaurant: higher quality and a sophisticated image at acceptable price when they are choosing a restaurant.
Forecast: Value sales in consumer foodservice in Spain record a positive performance in 2016. We can confirm that the poor performance due to
economic difficulties is over. The interest in eating out and the busy lifestyle of the Spanish people will have a positive impact on the performance on consumer foodservice over the forecast period. Forecast growth is estimated at 3,6% from 2016-2021 (See table 1).
Evolution: The negative economic environment in Spain had a big dramatic impact on consumer foodservice. From 2011, both market size and per capita (in Euros) increased. Market size decreased from €82,199.8 million to
€74,785.5 million, as much as €7414.6 million more from 2011 to 2016. The spanish people went from using €151.5 more in 2011 compared to 2016
monthly. (see table 1) Negative figures started to recovered in 2013 up to 2016.
12.0 Home Delivery
Home delivery marked is expanding. New platforms for online food-delivery provide new and more options, allowing customers to choose from a wider spectrum of restaurants.
There are two types of online platform home delivery. The first emerged 15 years ago, called the aggregators. It is a traditional model for online food delivery through a single online portal. The aggregators collect a fixed margin of the order, which is paid by the restaurant, and the restaurant handles the actual delivery. The customers pay no
additional cost. Second is the new-delivery, another online platforms that has risen. As well as the aggregators, new-delivery allows us to compare and order meals from different restaurants, restaurant have costs of flat fee and the new-delivery players have the cost of delivery, vehicle and drivers.
Forecast: Home delivery is expected to remain a popular choice within consumer foodservice. It is also expected to continue to grow in Spain. The ongoing trend of online ordering and the increased offer from the companies will likely continue to grow. New delivery players, different from the aggregators allows consumers to compare offerings and order meals from a group of restaurants through website or app.
New-delivery players will arise because restaurants that traditionally did not deliver will now have the opportunity to enter the market.
12.1 Grocery home delivery
We can see that in the past years that grocery stores have started with home delivering.
The system works that the customers selects their products from the store or online.
13.0 Package Food
In 2017 the packaged food industry benefited from the improvement in the Spanish economy. Increase in domestic consumption, growth in investments, and exports added decline in the employment rate in Spain and improved the confidence in the Spanish consumer and the packaged food manufacturers.
Based on the research of the Spanish economy recovering, the packaged food industry will benefit from the positive change and consumers will be willing to pay more due to the higher value-addings.
Spaniards are now slowly moving away from the habits they acquired in the years of economic uncertainty.
Quality and nutrition characteristics, product origin, novelty and convenience are factors that affect the consumers purchase decisions. Manufacturers have reached fast to this change in the Spanish habits, and are now quick on adoption and are increasingly fast with innovative products and ingredients.
Major manufacturers of packaged food are expected to continue to ride the wave of economic consolidation through higher investment in innovation and updating existing portfolios, while improving their manufacturing facilities to raise efficiency and competitiveness.
With consumers eager for new food experiences, manufacturers in the Spanish packaged food market are working endlessly to come up with new flavours, textures and ingredients for their products. Manufacturers of packaged food are also increasingly present on social media, both in order to promote their products and services, and to spread the word on new trends and influencers. (see table 2)
Forecast: The industry is becoming more innovative due to positive changes in the Spaniards consumer behaviour and its expected that packed food would be one of the most preferred consumables in the nearest future.With this prospect ahead, it is expected that the packaged food industry will increasingly move towards premiumisation. Developing products with more sophisticated flavours, exotic ingredients, and various textures will likely prove a successful strategy.
Evolution: The evolution of the packed food industry has been stable since 2011, the market size as only increased with 0,003% for the past 5 years. Between 2011-2016, the Spanish consumer were more price focused and their habits were different which did not support the packed food industry. The slow increase in the industry is due to the small changes that is occuring in the industry.
14.0 Fresh Food
What we mean by fresh food is food that is not preserved by canning or dehydration or freezing or smoking.
The decreasing population in the country was a key factor damaging total volume sales of fresh food in 2016. The increase in single households continued to drive demand for ready meals and packaged food in place of cooking fresh food and the declining willingness to cook amongst younger consumers. Fresh food has been affected by competition from packed food. In the fresh food category manufacturers find it difficult to innovate their product.
During the financial crisis, fresh food was more affordable which pushed the industry forward, with players beginning to understand how consumers’ tastes and needs were shifting towards other ranges of products. Supermarkets has gained shares from selling fresh food through traditional channels such as independent grocers and specialist retailers.
During 2016, modern grocery retailers held over half of all retail value share of distribution for fresh food. It has been noted that large modern grocery retailers are expanding their fresh food offer following a strategy based on increasing the quality of the products within their stores.
Traditionally, consumers trusted more on local specialist rather than large modern grocery retailers. Leading players such as Mercadona, Carrefour, and Casa Ametller have started to expand their range of products on their shelves and offer affordable options that are closer to premium products. The big distributors have noticed that the average consumer spend more on their weekly shop due to a rise in the average disposable income and the
distributors aim is to make the consumer to make its purchases in one store.
The increase in disposable incomes has made a huge impact on consumers’
preferences. With a more stable economy spaniards have shown more confidence and interest towards organic food. In addition, increasing concerns about animal
well-being and environmental status was also used by the industry, which targets urban and young consumers as a way to form a stable and long-term demand for their products.
Spain is a strong source of many fresh food products and the possibility to target a wider audience will mean the chance to grow significantly. (See table 3 )
Forecast: Regarding that the Spanish consumer since 2012 has changed consumer habits where they prioritize other factors rather than price, which is a positive turn for the fresh food industry in Spain. The forecast of the fresh food industry is estimated to be 12.6% (2017-2022). Spain is one of the biggest producers of commodities in Europe and is believed to be among the biggest in the future.
Evolution: Between 2011 and 2017 the evolution of fresh food consumed per capita has increased significantly. It has increased by 15% in a period of six years. The overall market size has actually decreased, where the biggest reason is due to the raise of packaged food industry by 4%.
15.0 Trends/Habits in Spain that can impact
Eating habits in Spain Lunch (01.30 pm to 04.00 pm)
The midday meal is the largest meal of the day. It is definitely a big meal and typically includes multiple courses and wine.
La Cena: Dinner (09:00 pm to 11:00)
Dinner (la cena) is generally eaten between 9pm and midnight. The portions served at la cena are usually smaller, and plates are much simpler. Is usual to have a two to three course meal, an appetiser, main course and a small dessert.
Most common dishes:
Vegetable, bean, or seafood soup (often rice, potato, or pasta-based)
Fresh fish or seafood, roast chicken or lamb, fried potatoes, rabbit stew, etc.
Green salad or vegetables
Flan, a light pastry, fresh fruit, or ice cream for dessert Coffee and liqueur or brandy
Bread is always found on the Spanish table. It is plentiful and fresh and used to mop up sauces.
16.0 Where Spanish Consumers Spend Their Money
The European Statistics showed the average consumption per household (2016) is €28,200 with an increased +2.6% annual variation rate. An average spanish consumer spends €570 on groceries and food service monthly.
There are twelve groups of different types of sectors where they spend their money. (See table 4).
In conclusion, it depends on the large degree of the expenditures level in the household regarding the distribution of the consumption. There were 20% of the households (Quintile 1, See table 1) who had less expenditures dedicated 60% of their budget on housing, water, electricity, gas and other fuels, and food and non-alcoholic beverages.
The other households with a greater expenditures, 37,4% (Quintile 5) used their budget on these types of
17.0 Competitors
17.1 Direct Competitors
Food in The Box
Food in The Box is a start-up company started in 2013 and a subsidiary company of Carrefour, a project of the Mallorcan Fabián Leon who is known for his participation in the Master Chef. The subsidiary company is based on the premise where consumers can cook from recipes made by different chefs, and that the meal kit is sold in a food box with all the ingredients that is necessary to have to make the different recipes and sent to the customers house.
One of the important factors of the company is that the ingredients is fresh taken from the market and in the exact doses, as well as having a step-by-step recipe is provided to make easy and quick meals. Another important aspect is the fact that food safety is well known that they guarantee healthy and nutritious meals.
Right now, Food in The Box is present in three Carrefour centres in Madrid, but is expected to expand in the near future.
Restaurants Restaurant Delivery &
Food Delivery APP/Website
Grocery Stores Online shopping /grocery home delivery
Telepizza S.A. Glovo El Corte Inglés Amazona
McDonalds S.A Deliveroo CarreFour Tu Despensa
Sigla S.A. Just-Eat Mercadona Degustabox
Resto-in Eroski Ulabox
Tento Ametller Origen El Corte Inglés
The following table is a list of competitors in Spain who provide substitutes.. In these divisions, the biggest competitors are Mercadona and Glovo, Tento, Degustabox and Ametller Origen.
17.2 Indirect Competitors
Glovo
Glovo is an application that allows customers to get products from other restaurant chains.
and deliver it to wherever the customers are. It is available in majors cities in Spain. The service is carried-out by couriers and also provide a service by delivering food package to your home from a grocery store. They have 250 million users from all over the world, 3 thousand different partners and 1 million orders in 2017.
Mercadona
Their commercial strategy since 1993, ALP “Always Low Prices”, has allowed the company to accomplish sustained growth and consolidate its leadership by the 5.1 million households. Types of businesses it centres around is drinks, food, personal hygiene, pet care, home cleaning and product delivery. Their capital in 2015 was €21.623 million turnover (+3,9%), and they have 1,614 stores in Spain with 79.000 employees.
Tento
Tento is one of the leading take-away food chain in the food service sector, characterized by quality, quantity and the constant renewal of its offer, at a reasonable price. Their dishes are natural, fresh and without added additives, pursue the benefits of the Mediterranean diet and are designed at all times seeking the most balanced nutritional value.
Degustabox
Degustabox is a company who delivers food boxes to your home for €14.99 per month.
You can registrate on the webpage and you will receive a box with 10-15 surprise-products once a month and you will get different products in the box each month. You will pay the 10th each month, and there is no commitment to stay. The box can for example contain products like cookies, chips, sodas, different ingredients you can make food with, nuts etc.
Ametller Origen
Ametller Origen is a company who has 90 points of sales in Barcelona and in the provinces around Barcelona. In 2016 they had €140 million in sales and has 1500 employees.
Ametller Origen is growing fast and we can observe that they invest a lot of resources in
P
S E
18.0 PESTLE
Political change
- The political situation in Spain at the moment is the biggest political challenge to face Spain since the end of General Francisco Franco's dictatorship in 1975.
- If Catalonia does pulls out of Spain, this could affect the way businesses are taxed as businesses in Catalonia would be subject to different laws and legislation compared to companies in Spain.
- We have already seen many businesses threaten to cease operating in Catalonia due to the unrest and instability the current situation is causing. So should this continue, it has to be a significant factor to consider.
Financial crisis
- Following the aftermath of the 2008 crisis, the Spanish economy has done well.
The economy started to increase in 2013 after the economy fall back into
recession. From that time the economic growth has done well and it is expected to continue to grow in 2018, but at a more moderate pace.
Spanish income and consumption
- The Spanish average income lays on €1942.01 monthly in second quarter of 2017.
- An average spanish consumer spends €570 on groceries and food service monthly.
Health awareness:
- Spaniards surveyed cited health and wellbeing as the main factor of a healthy lifestyle.
- They want nutritious food products and are actively looking for products to help them live a healthy lifestyle. These social factors shows that there is a clear trend towards a healthy lifestyle in Spain.
Purchasing habits:
- People in spain uses a large part of their budget on food and nonalcoholic
beverages, right under housing, water, electricity, gas and other fuels. Transport is on 3rd place with restaurant and hotel that follows right after. With this knowledge can we state that there are great opportunity in Spain. (See table 6)
Political
Economy
Social
S
T
Family size and structure:
- Family-size in Spain are at 2.51 persons per household in average.
- Families with 1- 3 or more children represent 34,7 % of the total households in Spain.
- Family life cycle: Households consisting of two people in Spain is 3,9 million people representing 21,01% of the total the total households in Spain.
- To-thirds of Spaniards aged 30 years and below still lives at home with their parents, and people aged between 16 and 34 need financial support from their parents. This is a result of job instability and unemployment levels.
Unemployment:
- The unemployment rate in Spain increased in the last three months of 2017 from an upwardly revised 16.39% in the previous, which was the lowest since 2008.
Population growth rate:
- The current population in Spain is 46 million. Death rate has overpassed birth rate and also the younger generation is immigrating to other countries.
Technology in business
- Technology is now more available due to price and the pace it develops. The new technologies increasingly influence our daily life by making everything simpler when it comes to our actions and processes, for both consumers and companies.
- Companies are more existent because they are more available on the technologies where they want to expose consumers.
- In production, new technologies also makes production more efficient and reduces waste. With technology, businesses can connect different departments to make connection easier and generally gives a better overview of a business supply chain.
- Technology is used by the majority of businesses to gather information in a cheap and easy way. Services are improved by easily detecting problems and solving them right away.
Social
Technological
How technology affects consumers
- Technology connects different channels. By the way a user operates, technology creates patterns in order to expose the user with information they are looking for.
- Due to the increasing use of media/social media it is easier to be affected by how influencers like celebrities/models/role models/ are living their life. We know that these are big influencers when it comes to a healthy way of living.
- In 2016 there was 38 million internet users in Spain which is 82.2% of the population, compared to 2000 when only 20.4% of the population used the internet.
T
Technological
L
Legal
Regulations
- Spain is a member of European union (EU) and therefore have to follow all EU directives, regulations and obligations that is available. Spain's food regulations apply to both domestic products and imported food products.
- The Spanish Food Safety and Nutrition Law (July 2011) contains the Spanish food and feed regulations. This law is based on EU Regulations and Directives and includes traditional food safety aspects of detection and removal of physical, biological and chemical danger and less common issues such as food advertising rules and obesity preventions.
- There is a potential for Catalonia separating from the rest of Spain, in that case this may lead to different laws in place for Catalonia and EU.
E
Environmental
Environmental
- The Spanish environmental laws acquire from the changes of EU legislation, and regulated mainly under environmental fields such as integrated environmental control, natural heritage protection, air quality, environment responsibility and impact assessment, contaminated land and waste.
- More consumers are reaching for more organic foods and having a more healthier lifestyle. Having local and organic products shows to have a positive impacts in the environment according to a study by The Journal of Environmental
Management.
- There has been developed charges on packaging wastes, and need to note about the voluntary eco-labelling of products to be acquire in our products.
19.0 Conclusion Desk Research
The industry is defined as between two industries: The fresh food industry and the food home delivery industry.
Consumption:
Due to economic recovery in Spain and increasing salaries, the Spanish consumer has considerably changed their purchase patterns and their consumption habits. After the financial crisis in 2008, the Spaniards went in to saving mode where foodservice, packed food and fresh food industries took a hit from it. The increasing purchasing power among the Spanish consumers has affected the fresh food delivery industry in a positive way.
Despite the trend of healthier food products, the Spanish people are actively looking for products and services that can help them on a path to a better lifestyle. This is affecting the fresh food delivery industry in a
significant way. Spanish consumers uses 14,6 % of their budget on food and non-alcoholic beverage, in addition to restaurant and hotel where they use 9,9% of their budget.
We have learned from our research that the fresh food industry is being negatively impacted by the packed food industry due to pricing and higher quality in the packed food category. The main reason is because branded manufacturers and private label suppliers have thrown themselves into product reformulation, improvement of the nutrition profile and the development of healthier packaged food references.
Entering the industry
We define the industry in between The fresh food industry and the food home delivery industry. Which is a little market in its introduction phase in Spain. Although the company will benefit from the fresh food industry and our physical product will contain fresh food, the major pressure they will face is from substitutes. Adams Matkasse’s indirect competitors are major enterprises who operate in foodservice, fresh food, and the packed food industry who can expand their businesses at any moment. In the food industry there are constantly
entering new concepts which is an indicator that Spaniards are open to try new products and services. The fresh food industry, regarding pressure from packed food, has to look for new alternatives on how to brand their products. By looking at the forecasts and the need to reinvent the fresh food industry, the home delivery of fresh food is an industry that could benefit from that idea.
In the research development problem, we chose to focus on these two main topics in order to find a solution which contains theoretical frameworks.
20.1 Consumer behavior
To be able to know if there will be any potential for Adams Matkasse in the Spanish market, we need to understand the different types of consumers in terms of their eating habits, and behavior when purchasing. If we understand the consumers view on the purchasing process, we will be able to develop the concept of Adams Matkasse by satisfying the consumers needs.
20.2 Competitiveness
In order to know the potential value of the market, we need to get an overview of the direct and indirect competitors in the Spanish Market. To achieve this, we will be looking into how the advantage and popularity among the players are.
20.0 Research Development Problem
21.0 Theoretical Framework
Kotler’s Purchasing Process:
The Kotler’s Purchasing Process will be used to get an understanding of the different stages of the consumers when going through different types of purchasing -and behaviour processes regarding food.
Porter’s Five Forces Analysis:
Using the Porter’s Five Forces Analysis, we will be able to comprehend the the direct -and indirect competitors power, popularity and industry.
Threats of Substitutes
High Threats of
New Entrance
2
Medium Bargaining
power of Buyers
3
High Bargaining power of Suppliers
4
Industry Rivalry
5
Medium/Low
Medium
1
22.0 Porter’s Five Forces
Substitute products performance: When considering substitute product performance elements such as experience, taste, quality of delivery, quality of food are important factors to evaluate when considering substitutes because indirect competitors are able to compete on those elements. Regarding the same beneficial values the substitute product performance is medium.
Pricing of substitute products: The variable we can observe in the substitute industries are price per unit. In foodservice (restaurants and food delivery) industries you will pay for each dish and the consumers buying the groceries themselves the substitutes are priced by each unit. The price for foodservice in longer term (example:
for 1 week) is higher and the average consumer spends more per dinner so the pricing threat is medium.
Substitute products quality: Foodservice and consumers buying groceries themselves are substitutes, but when it comes to the benefits, foodservice would not be able to have a learning curve since the consumer do not make the food themselves and the food is not fresh. The consumers buying the groceries themselves would be affected by impulsive buying and waste of time on unnecessary planning. Substitute product quality is set at medium because they are still able to influence the consumers with their benefits.
Cost of change: We identify customers as the Spanish consumer. If Adams Matkasse’s customers would change to food service, the cost will be high, because they would have to order for everyday where the price per unit is much higher than price per unit from the company’s service. If they change to the substitute of buying groceries themselves it would be lower if the consumer has the ability to plan well. The cost of change is set at medium because it relies on where the change comes from.
22.1 Threat of Substitutes
Time and cost: This process will require a lot of time, resources and planning. From settling agreements with suppliers, developing menus, set up distribution channels and until it is delivered to the customers. This makes it hard for new competitors to enter the market. Time and cost is set at high.
Specialist knowledge: Both industries is knowledge based regarding perception of market research. It is essential for companies in the industries to know everything about the consumer and for a company entering in the market, it requires large amounts of resources in order to find their competitive advantage. Specialist knowledge set to medium to high.
Economies of scale: For new entrants to enter the market it would be difficult because they have to develop a large customer to maximize their production. Large companies in these industries benefit from supply and demand. Economics of scale is set at medium, depending on the capital production facilities the new entrants are entering the market with.
Technological protection: Technological innovation and digital platforms makes it easier and cheaper for new entrants to enter the market due to the availability of technology for both seller and buyer. Developing smart platforms for customers is also cheap and it is a factor that could give new entrants competitive advantages.
Technological protection set at low.
Cost advantages: Threat of new entry will be lower because in this types of industries, it requires a unique and stable chain between the suppliers, manufacturers and retailers. Through technological knowledge and
expertise, in addition to knowledge about the customers demand. Cost advantages is set at high.
Barriers to entry: Both industries entails meeting strict health requirements. Set at medium.
22.2 Threat of New Entrance
Number of customers: In the fresh food industry and the food home delivery industry there is a high amount of customers due to the size of the industries. The consumers are defined as very diverse when it comes to needs, habits, preferences, and purchasing power.
Differences between competitors: In the fresh food industry and the food home delivery industry the product differentiation is medium because some of the services are very different from each other and some are
similar. In these industries, we have some competitors that delivers food from supermarkets to your home, food from restaurants to your home and companies that delivers fresh food with recipes so you can make your own meals. The largest companies have a clear advantage in terms of higher volume and lower production costs (economies of scale).
Price sensitivity: The spanish consumer is price sensitive but moving over to be more conscious about other benefits from the products they purchases. The consumer are willing to pay a higher price now than after the financial crisis. Regarding their weekly purchasing pattern, they divide their budget in to both the foodservice and grocery shopping. Price sensitivity is set at high to medium.
Ability to substitute: The probability of buyers to substitute are considered low due to the lack of benefit that provide all demands relative to the market industries. For example, buyers have to travel out to shop, time consuming, overspending, choosing unhealthy products instead of healthy ones etc. Set at high.
Cost of changing: The overall cost for a consumer to substitute is considered high because by substituting, the the overall price will be higher and the consumer will have to sacrifice some resources to cover the costs from substituting.
22.3 Bargaining power of Buyers
Number of suppliers: This type of services supplies from the food industry who also supplies to the majority of industries that consist of food. Spain produces a vast amount of fresh food and packaged food and is one of the leading countries in Europe when it comes to food production. Number of suppliers set at high.
Size of suppliers: This type of services supplies from the food industry. It consist of both big and small
suppliers. The big suppliers produces in large quantities, compared to the small suppliers that focus more on the niche and produces in smaller amounts. The majority of the suppliers are mass production. Size of suppliers set at medium because is partitioned between big and niche suppliers.
Uniqueness of service or product: When it comes to uniqueness the suppliers that do not follow a niche business model are homogeneous (meat, fish, salt, milk etc.), where these supplements can be purchased from many suppliers. On the other hand, the smaller niche suppliers are more heterogeneous so their bargaining power is high.
Companies ability to substitute: As long as the companies have not signed binding contracts and long-term deals, the ability to substitute is considered to be low.
Cost of changing: The food industry consist of many suppliers offering the same product when it comes to the suppliers that do mass production. There will be more competition that will lead to lower prices. The cost of changing suppliers will then be low. Compared to the smaller niche suppliers in the industry the product price is higher and that causes high competitions. The cost of change will then be high.
22.4 Bargaining power of Suppliers
Number of competitors: In the fresh food industry and the food home delivery industry, there are many direct competitors. But lately, we can see an increasing pressure from substitutes due to expansion of their services.
In the last years, the use of technology is growing rapidly. Number of competitors is set as high.
Competitors size: The industries consists of big companies with a large amount of resources. Indirect
competitors are also big and both indirect and direct competitors expand continuously. Competitor size is set at high.
Customer loyalty: In the fresh food industry and the food home delivery industry, customer loyalty is set at medium. In these industries, there is a heterogeneous variety of products that could lead to customer
appreciation. Factors such as service, price, quality, and customer relationship are crucial in order to accomplish customer loyalty.
Level of advertising expenses: As some players have bigger market share due to higher advertising expenses and have a great deal of product promotion, the direct competitor lack resources into advertising and marketing of the product since it is relatively new in the market and small. While other indirect competitors do have a high advertising and marketing portfolio as well as having a large quantity of customers, advertising expenses is set at medium.
Threat of horizontal integration: Having smaller operators on the market could lead to a horizontal integration in order to have a bigger competitive advantage, reach favorable economic of scale or increased market power. The threat is set at medium to high.
Industry growth rate and size: In the last years, the fresh food industry and the food home delivery industry have been growing fast, and is predicted to keep on growing rapidly. Especially since 2012 due to the
economic crisis, the consumer habits has changed and also the health awareness for Spanish habitants has been a major reason for the change. Growth set at high.
Cost of leaving an industry: There are a lot of fixed cost, but this will not be that big of an obstacle for leaving the industries. The assets owned by the company can easily be transferred. Despite this, if a company has received incentives, it may be harder to move to another industry. Those incentives may have come with high penalties if the company attempts to move its operations before fulfilling the obligations and terms set forth in the deal. Cost is set at low.
22.5 Industry Rivalry
22.6 Overview
SUBSTITUTES The substitutes deliver similar benefits as Adams Matkasse , but their pricing is higher than their products.
MEDIUM/LOW
NEW
ENTRANTS
Considering the size and potential for growth on the market the threat is high if the new entrants has a considerable amount of knowledge and resources.
MEDIUM
BUYERS The industries consist of a high amount of buyers. They are diverse when it comes to need, habits, preferences, purchasing powers ect.
Their is a big difference between the competitors in the industries.
HIGH
SUPPLIERS Since this service relies on uniqueness, the suppliers has a certain amount of bargaining power over the companies in the two industries.
MEDIUM
RIVALRY In the two industries we have chosen, there are big competitors operating. The competitors spend a lot of resources on advertising in order to gain customer loyalty and to grow in size. The industries are both growing and is expected to grow in the future.
HIGH
Problem
Recognition Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Behaviour
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
23.0 Kotler’s Purchasing Process
Stage 1: Problem recognition
In this stage the consumer acknowledges a need in general regarding food.
- Hunger
- Eating healthy and varied - Save time
- Avoid repeated meals
Stage 2: Information search
The customers search for different options by evaluating price and on how it will satisfy their needs. As well as looking at options on the same service/product, they also evaluate substitute. The influences will most likely come from previous personal experiences and recommendations from family relatives, friends, and the media.
Stage 3: Evaluation of alternatives
The consumers evaluation of the different types of services are based on efficiency, price, quality, loyalty, and reputation. Consumers need to evaluate all the alternatives in the market and then choose the alternative that fits them the most and satisfy their needs.
Stage 4: Purchase decision
The purchase decision will be based on the consumers emotions, where they will choose by being influenced by others and their opinion about the product, by willing to eat healthy, save time on planning, and loyalty to the brand.
Stage 5: Post-purchase behaviour
The customers will evaluate the product to the extent where the product meets their expectations and fulfill their needs. This is a critical stage for the company, because since a satisfied customer will most likely recommend the product and if they want to continue to purchase this product in the future.
24.0 List of Information Needed
Porters 5 Forces: - Consumers perception of the concept.
- Price perception of the product
- Specific number of direct and indirect competitors in Spain.
- Information about fresh food suppliers.
- Information about different types of suppliers, distributors, logistics etc.
- Identify the right industry
Kotler’s Purchasing model: - We need more specific information about each stage in the model
- Attractiveness of the consept to the younger generations (young couples, young professionals etc).
- Price sensitivity
- Overview of the consumers routine - Purchase behaviour
- Trends
Based on the analyses we conducted using the two models: Porter's 5 forces and Kottler´s Purchasing Process, we were not able to answer the following questions:
PRIMARY
RESEARCH
25.0 Primary Research Introduction
26.0.0 WHO - WHAT - HOW
WHO
HOW
WHAT
- Qualitativ research - In-depth
interviews - Focus groups
Conduct analysis to understand consumer behaviour and needs.
Deeper insight in the potential industry.
- End
consumers
- Food
suppliers
- Experts
36 The primary research is based on the list of information needed and will provide us with a deeper
understanding and help us solve the problem area. The research can also provide us with information that can show different aspects and patterns than recently observed in the secondary research who focuses more on the macro view of Spain. By conducting primary research we want to get a full overview of how
consumers in Spain operates different variables when it comes to consumption and behaviour. On the other hand we want to identify the industry for Adams Matkasse. The overall goal is to cover the loopholes in our research.
27.1 In-depth Interview
Methode Gender Nationality Who Profession Date Name
In-depth interview
Male Spain End- consumer Student living away from home 24.04 Gionata
In-depth interview
Female Spain End- consumer Student/working living away from home
24.04 Claudia
In-depth interview
Female Spain End- consumer Student/working living at home 02.05 Laea
In-depth interview
Female Spain End- consumer Student/working living at home 30.04 Marta
In-depth interview
Female Spain End- consumer Professional 09.05 Neila
In-depth interview
N/A Spain Experts Technological Innovation for
the Food Industry
14.05 Ensis Sciences
Research N/A Spain Supplier Supplier 15.05 Different suppliers
Focusgroup Female Female Female Female Female Male
Spain Spain Spain Spain Spain
Latin- America
End- consumer Student
Older Professional/married Parent (Child over 10) Older Professional Parent (Child under 10) Young Professional
04.05 Eva Meite Fina Maria Farnes Pedro
Focusgroup Femal Male Male
Spain Spain (Org.
Canada) Spain
End- consumer Parents (Child over 10) Professional
Professional
11.05 Cristina Marselo Nicolas
By conducting the in-depth interview with end-consumers and expert within the industries we hope to achieve an understanding in the fresh food industry and the food home delivery industry in Spain. Having to assemble
information concerning the consumers behavior and perception regarding the different stages they go through when purchasing food. Whereas talking to the potential buyers of the product, we can find a better understanding of the trends and demands in the industry in additional to knowing what the consumers prefers. While as talking to an expert within the different industries, helps us to acquire valuable information.
27.0 Interview
27.1.1 End-consumer 1
Laea is a student who works part time and lives with her parents, she is a vegetarian. We wanted to know what she considers as important factors when purchasing food, what food means to her, important factors when cooking at home, her view on home delivery and Adams Matkasse´s concept.
Importance of food
She considers food a «regular thing». In her social life food is very important because in every social setting they eat and drink together. She normally eats with her family during the week, and with friends in the
weekends. Laea likes traditional food and she prefers organic ingredients. But due to the price of organic food, she can not always afford it. The relation between price and quality is two important factors when she
purchases food.
Cooking at home and planning dinners
For Laea, a challenge is finding vegetarian recipes to cook at home. She do not like to cook, but when she does, it needs to be simple dishes. Laea and her family plan their dinners ahead of the upcoming week and shops once a week. Often they tend to exceed the their planned list, which makes them throw away a lot of
unnecessary food. They normally eat rice with vegetables, pasta with vegetables, beans with something on the side, different soups, salads etc. Because of her vegetarian lifestyle, the whole family does not eat a lot of fish or meat.
Home delivery
The three most important factors for her when it comes to ordering food is: time, quality and price. When she orders food, she usually orders food when she is in the company of others . They never order mediterranean food because they would rather make it themselves, because they know have to cook this type of dishes. Laea orders home delivery 1-2 times a month. When she orders with her family (4 people) they usually spend 30-50 euros per delivery. When she is ordering with friends they use less, because as students they have tighter budget. She has heard about home delivery from grocery stores, but never tried it herself. Her perception of
Name: Laea Gender: Female Age: 24 Nationality: Spanish
Occupation: Student, living with parents at home
Reaction to the concept of Adams Matkasse
Laea likes the concept of the product and she would consider to try it for a lower price. She would be willing to pay 40 euros for 4 dinners for 4 people, because some of the ingredients is organic and you can get it on your doorstep (if you are home).
27.1.2 End-consumer 2
Name: Marta Gender: Female Age: 24 Nationality: Spanish
Occupation: Student, living at home with family
Marta is a student who has both lived at home and away from home during her studies. She is very focused on eating healthy and does not trust home delivery because she do not know if the food she is ordering is healthy or not. We wanted to know what she considers as important factors when purchasing food, what food means to her, important factors when cooking at home, her view on home delivery, and Adams Matkasse´s concept.
Importance of food
She looks at food as nutrition, you need it in order to do your activities. Food is also part of her culture. She is very focused on eating healthy, and she usually eats with her family during weekends, but she eats at school if her schedule is very limited and tight. She gets her influences from her mother who is the one who cooks in her family. When she is responsible of her purchases regarding food, she always looks for the cheapest products, but buys more expensive if necessary. What she seeks is a delivery service that guarantees healthy food, compared to regular deliveries that does not give you that guarantee. She finishes by saying that she would be satisfied when healthy services are more available.
Cooking at home and planning dinners
When she lived in Boston away from home, she ordered groceries from a supermarket. The main reason for that was because of the distance. She then planned here grocery shopping two weeks ahead. Her challenge when living away from home was having the time to plan, cook and look for inspiration which led to unhealthy options. Now she lives with her family, by that she do not have the same challenges she had regarding food.
The factors that are important when cooking at home is taste and price. And health is the most important. She likes to do her grocery shopping at Carrefour, because it has a big variety of products.
Home delivery
For Marta to order delivery she needs to be ensured that the food is healthy. Marta rarely orders food from restaurants and she also stated that it is not common in Spain. Further explained she says that the only common thing to order is pizza and that she does twice a year. Through a delivery application called Glovo she says people generally only order specific types of beer. In her family, the only one who uses the service grocery home delivery is her grandmother, she goes to the grocery store and picks out the products she want and they deliver the groceries to her home.
Reaction to the concept of Adams Matkasse
When we introduce the concept she seemed interested and thought it was a good idea, but she was afraid that it could be too expensive.
27.1.3 End-consumer 3
Name: Neila Gender: Female Age: 25 Nationality: Spain Occupation: Student and working
Neila is a student and a worker living away from home. She is vegetarian and thinks of food as a social gathering. We wanted to know what she considers as important factors when purchasing food, what food means to her, important factors when cooking at home, her view on home delivery, and Adams Matkasse´s concept.
Importance of food
She looks at food as a social gathering, she said “ For me, it is a way to celebrate or have a social life in Spain.
I love meeting friends or family around a table, eating good food and enjoying good conversations.” Her main focus of being a vegetarian is the health factor and also animals well being.
Cooking at home and planning dinners
Her challenges when buying food on a everyday basis is that she does not find good organic products that are not expensive. She is very conscious to eat healthy and sometimes she struggles to find groceries that apply to her preferences, despite knowing that Spain has really good and natural products. She thinks it is important to plan, in order to simplify the aspect of eating healthy. If she do not find herself eating pasta four times a week she is “satisfied”. She do not like food waste, so she focuses on trying to use all the food she has consumed during the week in order to prevent throwing it. She tries to cook healthy by using olive oil and natural products, not processed products. She also likes to cook simple recipes.
Home delivery
She likes home delivery of food, and she thinks it is fast and useful. She has never used home delivery of groceries before, but she is open to try it if it applies to her preferences.
Reaction to the concept of Adams Matkasse
When we introduce the concept, she seemed positive and was willing to try it if she could share it with someone, like her boyfriend or her roomate.
27.1.4 End-consumer 4
Name: Gionata Gender: Male
Age: 25 Nationality: Spain (half italian) Occupation: Student, living away from home
Gionata has recently started being conscious on eating more healthy food that consist of eating chicken, rice, as well as white meat and vegetables. We wanted to know what he considers as important factors when
purchasing food, what food means to him, important factors when cooking at home, his view on home delivery, and Adams Matkasse´s concept.
Importance of food
Gionata considers himself as a healthy person who loves to try different meals, and is not afraid to try and make those meals by himself. He likes to buy organic products such as vegetables and fruits from the market.
He values the quality of the product and the taste of what he makes, and also tries to eat as healthy as possible.
Growing up at his parents house, he lived with very strict rules when it comes to recycling and food waste, and quickly learned to plan, have overview on his consumption and control the expiring dates of the products he purchases. His perception about why many people throw away so much food is because he thinks people are used to have a lot of food, and that people are not directly affected of they throw away food.
Cooking at home and planning dinners
His schedule varies, sometimes he prep meals for the week so he can just reheat when he is home. Having a specific time to eat is very important to him, because by being in control and having healthy food available, he can avoid eating unhealthy and food waste. When planning his dinners, he looks up profesional recipes, tries local cuisines and he does not like to make food that takes a lot of time to prepare. Those are the factors that he relies on when he looks for inspirations. One of the challenges he has when buying products from grocery stores is when he looks for specific products and the store does not have them in their assortment. Having to go to more than two stores is too time consuming for him. To avoid this, he buys many items at the same time for the whole week and does not go often to the grocery store.
Home delivery
When it comes to ordering food on the internet, he is very open to buy products that does not expire early such as canned food, but not vegetables and fruits. Gionata does not often buy food from a delivery service, and he thinks of it as the last resort when he needs to buy from a delivery service. He only orders delivery twice a month, from Domino's Pizza or Thai food. For him to order more from home delivery, the quality and the quantity needs to match his preferences. He does not have a problem being at home to receive what he orders, because by ordering the product he has made himself available for the delivery.
Claudia is a young student who lives away from home. She goes to the gym and she wants to eat healthy, but because of many factors she finds it hard to do so. We wanted to find out what she considers as important factors when purchasing food, what food means to her, important factors when cooking at home, her view on home delivery, and Adams Matkasse´s concept.
Importance of food
For Claudia, food is very important because it contributes to her quality of life. She thinks food is important for the physical state and also because it prevents illnesses and also cures them. She also mentioned that food is very important in the Spanish culture, and for example on sundays it is normal to make paella with your family.
The paella itself is «important», but the purpose to reunite and spend time with the family is more important.
Name: Claudia Gender: Female Age: 20 Nationality: Catalan
Occupation: Student, living away from home Reaction to the concept of Adams Matkasse
Gionata’s first reaction to the concept was positive, since it gives you new types of meals and can help to plan the meals as well as allowing people to add their own variety when making dinner. He also liked that you do not need to cook everything in one day as a prep meal, but can make it fresh on each day with only 15-20 minutes to prepare. The only thing negative about the concept was that his first impression of it was immediately expensive, and he thinks this could be a problem since many students such as him are price sensitive. Adams Matkasse had to specify the information about the product, because many people might misunderstand of what type of product we sell. He thinks many students just go on the internet to get some inspiration and get the grocery themselves to be affordable, since you do not need to pay for the delivery service. When asked if he would consider to try this concept, he answered that it could be a good concept for him, because it satisfy his needs such as helping planning, new variety of meals and less time preparation.
