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MM1 Semester 3

Country Screening & STP

Team 2 - Vegan Box for hello fresh

1. Select a Country

2. Segment Market

Our Project

What we work on:

Product development in the Meal Kit Industry

- we want to launch a vegan meal kit for

Intro

The Team:

Miguel Valverde

Stella Kiermaier

Sabawun Safi

Lisa Josten

Jasmin Schweizer

Donja Dieckmann

Killer Criteria

1. Screening

- All countries (14 countries), in which Hellofresh operates, were taken into the screening

1. Development of Meat Consumption

2. High Rivalry

3. Online Grocery Shopping

DESTE(P)

Sweden

2. Screening

Macro Analysis

- Demographics

- Economic

- Social

- Technological

- Ecological

Germany

Denmark

Austria

France

Demographic Factors

- Target Population Size 30%

- Urbanisation 25%

- Size of households  25%

- Average income per household  20%

Demographics

Economical Factors

Economic

- Economic growth rate   25%

- Gini Index   25%

- Consumer Spend   20%

- Food Spend  30%

Social Factors

Social

- Diet habits (flexitarian,

healthy, vegan etc.)   30%

- Consumer behaviour   20%

- Middleclass  30%

- Consumer confidence index  20%

Technological Factors

- Infrastructure 25%

- Social media penetration 25%

- Internet usage in % 50%

Technological

Ecological Factors

Ecological

- Environmental awareness  70%

- Waste management  30%

Porters 5 Forces

3. Micro Analysis

Segmentation

Segments

Cosmopolitan Avantgarde

Target Group

- Age: 18-28

- Gender: female

- Living in urban areas (Berlin)

- Open for innovation

- Transnational trendsetters

- Networked on-& offline

- "The future is now"

- Around ≈≈≈≈6,1 mio in Germany (9%)

- Fastest growing future milieu

Our Future Plans

Next Steps

- Work out market potential

- Work out USP

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