Questions:

1) Should Martin enter this highly competitive supply-driven market dominated by big players? Give reasons for your decision.

Yes.

By offering high-quality and healthy food products, he would be able to leverage on competitive advantage

Currently, Martin has established an appropriate background of good networks who would assist him in venturing the market

By offering customised products, healthy living would be achieved to the benefit of their customers

The already existing competitors target the high-end markets, Martin intend to also intend to target low class by selling online directly to the customer

2) How could Martin ensure that his offering was sustainable? Could sustainability be a key point of differentiation in his strategy?

To ensure the offering is sustainable, Martin would need to create a product which addresses the issue of sustainability in terms of CO2 emissions. From the packaging of the beverages, the quality of the end product would need to be sustainable. Through a consistent research and development, Martin would achieve in harnessing their sustainability and best practice in their operations.

Yes. Sustainability can be a key point of differentiation in Martin strategy. Martin can use three pillars of sustainability including the economy, society and the environment. By this approach of differentiation, Martin would acquire profits, engage people and planet factors.

3) If you were Martin, how would you enter this competitive market – what could be the potential key point(s) of differentiation?

In this competitive market, the best practice in venturing would include developing a healthy product. This is to target the healthy conscious customers who are increasing in number in the business market.

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