Mission d’entreprise

SEAFOODIA

Livrable 1

Problématique et Méthodologie

February 2024

1. Initial research observations

1.1. Internal.

Foodia adheres to a strong Corporate Social Responsibility (CSR) philosophy and

places a high emphasis on information technology development. In 2023, the company

achieved outstanding results, realizing positive growth, and successfully expanded its

operations to 70 countries. Additionally, the company has established over 40

partnerships, showcasing a broad and robust collaborative network in the market.

Moreover, Foodia continues to demonstrate its commitment to both society and the

environment by implementing a series of measures to reduce the adverse impact of its

business on the environment. The company actively engages in community

development and charitable activities.

1.2. External and the problematics

1.2.1. Supply side: Latin American and African markets.

• Supplier research issues

▪ What fruits does Foodia import from Latin America and Africa?

The goal is to understand Foodia's product diversity and how it meets market demand.

▪ What are the main suppliers of Foodia?

Identify Foodia's main suppliers in Latin America and Africa, analyze the size and

market share of these suppliers.

▪ Which countries does Foodia import fruits from?

Clarify the scope of Foodia's importing countries and understand how their geopolitical,

economic, and environmental factors affect the supply chain. By observing the official

website, it was found that the import volume from Colombia and Peru is relatively high.

Analyzing the reasons and advantages is beneficial for stabilizing the existing market

and expanding new markets.

▪ What problems does Foodia encounter during the import process?

Identify challenges in logistics, quality control, supply chain disruptions, legal

compliance, and tariffs, and conduct risk prediction and control.

▪ What are the areas that need improvement in Foodia's supply chain?

Based on problem analysis, propose improvement suggestions, which may include

supply chain transparency, sustainability practices, technology applications, etc.

• research meaning

Market and product diversity: Understand how Foodia meets the needs of different

markets through a diverse product portfolio, and the impact this has on its business

model.

Sustainable supply chain management: Assessing how Foodia manages the

sustainability of its supply chain is of great significance for environmental protection,

social responsibility, and economic benefits.

Cross national business strategy: Analyze how Foodia navigates in complex

international environments, especially when dealing with multicultural suppliers and

markets.

Supply Chain Resilience: Understand how Foodia responds to global supply chain

disruptions and the effectiveness of these strategies.

Technology and Innovation: Research how Foodia utilizes technology to improve

supply chain management and operational efficiency, as well as how these innovations

promote its business growth and sustainable development.

1.2.2. Demand-side: European market.

▪ Main products in the market

The wholesale trade of fruit and vegetables covers three main types of products: fruits

(basic, summer, exotic, etc.), vegetables (basic, winter or other) and potatoes (at firm

flesh, with “melting” flesh and other types such as Bintje).

▪ Market scale

Understanding the overall size of the market and its potential for growth helps in

determining the target market and identifying opportunities for expansion and

development.

By studying the market size, Foodia can gain a better understanding of the

competitive landscape. Knowing how many competitors there are and their market

share can help Foodia position itself better and develop differentiation strategies.

Furthermore, it also helps in evaluating market saturation and potential risks. This

aids Foodia in adopting appropriate risk management strategies to maintain the

stability of its business.

▪ Market demand

Market demand determines the market size of Foodia.

There are many factors that influence the demand for fresh fruit and vegetables across

Europe.

• The economic and financial situation of households

• Household demand for fresh fruits and vegetables

• The dynamics of demand from the RHF

• Foreign demand

• Competition from substitutes

• The evolution of traders’ selling prices

• The evolution of traders’ offerings

Different countries have different preferences and demand for fresh fruits and

vegetables. This will affect Foodia's transportation costs, transportation methods, etc.

during the sales process.

▪ Market price

The price is influenced by many factors: the price of raw materials, transportation costs,

etc.

There is a tendency for prices to rise: The energy (electricity, gas) and transport bill will

continue to weigh on external purchases by fresh fruit and vegetable traders in 2024.

Distributors can pass fluctuations in agricultural product prices into sales prices: The

increase in raw material procurement expenditure will not have a significant impact on

the industry's turnover.

▪ Target customers

There are three main customer markets for the wholesale trade of fresh fruit and

vegetables:

- Large-scale distribution players capture 66% of sales of fresh fruit and vegetables.

- Alternative or retail channels (markets, greengrocers, etc.) which represent more than

25% of the customers of companies in the sector.

- Out-of-home catering (traditional catering and collective catering in the lead) accounts

for almost 8%.

1.2.3. B to B platform

➢ Analysing European demand for B2B

Analysing European demand for B2B is a comprehensive review of market trends and

business expectations that helps B2B platforms to better understand and meet the

diverse needs of European businesses, leading to their success in a competitive business

environment. It involves examining the characteristics, trends and needs of businesses

in the European market. By analyzing the demand for B2B platforms in Europe, it helps

FOODIA's B2B platforms to better understand the needs of the European market and

adapt their products, services and strategies.

➢ Analyzing FOODIA's B2B platforms

Analyzing FOODIA's B2B Platform is a comprehensive study designed to provide

insights into FOODIA's operations, platform features, and position in the B2B food

industry. FOODIA, as a B2B platform, caters to a variety of players in the industry,

including producers, distributors, and retailers, by providing innovative food supply

chain solutions. This may include the platform's user interface, transaction processes,

supply chain management tools, payment systems, etc. Understanding these aspects

will help assess FOODIA's strengths in providing services and solutions.

➢ Discuss existing or potential b2b customers

Existing or potential B2B customers are important stakeholders in the development of

a B2B platform. Their needs, feedback and engagement can directly impact the

development and success of the platform. Close interaction and co-operation with

customers will help platforms to better adapt to market changes, improve service quality

and stand out in a competitive market.

➢ Suggestions for b2b platforms

These suggestions can come from a number of areas, including technology, user

experience, marketing, partnerships, etc. These include gaining a deeper understanding

of customer needs, fostering partnerships, improving platform sustainability, and

driving innovation and technology, which can help platforms better adapt to market

changes, meet customer needs, and improve their position in the competitive B2B

market.

1.2.4. Key point and challenges:

• Vegetable and fruit market size in Europe (sales, number of transactions)

• Analyses of the supply side (countries, suppliers)

• Analysis of the demand side (countries, buyer companies)

• Analysis of relevant stakeholders and partners and their needs

• Advice for B2B platforms

2. Main research tasks

The business model of the B2B platform is still to be evaluated and to be finalized

according to what the partners are looking for. We want to be sure that our customers

can find on the platform what they look for and we want to make sure that our suppliers

can find as well on the platform what they look for. So, the final mission is to find new

customers, new suppliers, new partners to develop business with them to start having a

trading relationship, based on the Market Survey on fruits and vegetables in Europe

coming from LATAM and Africa.

3. The methodology

➢ Desk research

• Define research objectives

Define the objectives and questions of the research. Understand the supply-side and

demand-side markets for FOODIA to ensure that the research is well directed.

• Gather Secondary Information

Search and gather secondary information related to the FOODIA Europe market,

including but not limited to literature, reports, statistics, news articles, industry analyses

and market research.

• Organise and categorise information

Organise the collected information into an organised structure, categorise and

summarise it. Create a clear framework so that you can better understand and compare

information from different sources.

➢ Marketing Analyses

• Supply-Side Analyses (Latin America and Africa):

Gain insights into the characteristics, trends, and key factors of the supply side market

by taking a comprehensive look at the market for suppliers offering products or services.

The supply side market size and growth trends are analysed to understand the supply

and demand and competitive landscape of the market. This helps organisations to better

anticipate market changes and provides the basis for sourcing plans and supply chain

strategies.

• Demand Side Analysis (Europe)

Gain an in-depth understanding of the potential customer base for a product or service

and their needs, preferences, buying behaviour and other key factors. Through in-depth

profiling of customer groups, the aim is to gain a comprehensive understanding of their

needs, behavioural patterns and market conditions. It enables the company to more

accurately meet the market demand and pinpoint the target customers, so as to formulate

more targeted product promotion and sales strategies.

• Market Analysis Model

Through the use of analytical models (SWOT, PESTEL, POTER,4P ......), companies

are able to grasp the internal and external environment of the market more

comprehensively and accurately judge the opportunities and challenges of the market.

This helps companies to formulate more forward-looking and feasible strategic plans,

enhance their adaptability in a highly competitive market, and ultimately achieve more

sustainable business success.

➢ Analyses and Advices

• Analysing the basic characteristics of B2B platforms in Europe

Collect relevant data. This can include information on the platform's functional features,

user experience, technical architecture, market share, customer feedback, etc. Sources

such as publicly available data, industry reports, and user reviews can be utilised.

• Understanding B2B platforms of similar competitors

Select platforms that are similar or competitors to your own B2B platform for

comparison. Ensure that these platforms are similar in terms of business model, size

and target market to obtain more targeted data.

• Collect data

Collect platform-related data. This can include information on the platform's functional

features, user experience, technical architecture, market share, customer feedback, etc.

Sources such as publicly available data, industry reports, user reviews, etc. can be

utilised.

• Develop an improvement plan:

Based on the results of the analysis, develop an improvement plan. This may include

technology upgrades, improved user experience, enhanced marketing, etc.

4. Timetable

February March April May

Overall Data and Sectoral The first answer Final answer &

stage Information approach to problems Final report

Analyzing

Define and optimize supply-side Discussion of

Discussion and

the problematics and characteristics integration

modification

the methodology (Latin America analysis

and Africa)

Analyzing the

Market Information Suggestions for Appointment

characteristics of

and KEDGE library B2B platform with

Main demand

databases of FOODIA professionals

Process (Europe)

Collect information Appointment

B2B of Improvement of

of B2B platform in with

FOODIA report of survey

Europe professionals

Appointment Improvement of Final group

Appointment with

with survey and work for report

professionals

professionals suggestions and PPT