VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY

INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS

BUSINESS PLANNING
Company: NutriPack

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Course: Business Planning

Lecturer: Dr. Nguyen Hong Anh

International University - Vietnam National University HCMC

Nov, 2024

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 GROUP 1

Nguyễn Thị Quế Hương - MBAIU23026

Nguyễn Thị Thu Hiền - MBAIU23011

Võ Nguyễn Như Quỳnh - MBAIU24019

NutriPack Jan Funk - MBAEX24003

Goldinova Nika – MBAEX24005

BUSINESS PLAN

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 TABLE OF CONTENTS

I. INTRODUCTION....................................................................................................................4
1. Reason for choosing the business............................................................................................4
2. Information of the company...................................................................................................4
3. Details about the products......................................................................................................5
II. PRODUCTS PLAN.................................................................................................................5
1. Business Model.....................................................................................................................5
2. Investment............................................................................................................................6
3. Founder Profiles....................................................................................................................7
4. Competitive Advantages........................................................................................................8
III. INDUSTRY & MARKET ANALYSIS.................................................................................10
1. Industry Analysis................................................................................................................10
1.1 Industry size and growth rate..............................................................................................10
1.2 SWOT Analysis................................................................................................................12
2. Market Analysis..................................................................................................................15
2.1 Market Segmentation/Target Market Selection................................................................15
2.2 Target Market Analysis......................................................................................................16
3. MSADA Analysis...............................................................................................................17
IV. MARKETING STRATEGY & CUSTOMER INSIGHTS.....................................................20
1. Customer Survey Insights....................................................................................................20
2. NutriPack Marketing Strategy Using the RACE Model...........................................................21
3. Measuring ROI...................................................................................................................22
REFERENCES............................................................................................................................23

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 I. INTRODUCTION
1. Reason for choosing the business

The current global trends of the food industry include the mass production of fast
and processed food. Along with the hectic pace of the modern lifestyle, this industry is
growing at an incredibly fast rate as people often prefer eating out over cooking at home
to attain time benefits and a sense of convenience. For those who do not want to deal with
both the trouble of cooking and going out to eat, the fast food industry also offers
delivery services to satisfy the needs of these customers. Naturally, office workers are the
major target market segment of the fast food industry. However, as there starts to exist a
growing concern about hygiene and food safety when eating out, these consumers are
getting more and more favorable towards finding clean organic food sources, which in
turn creates a whole new potential market to be explored. Since consumers are paying
more attention to their health, the demand for healthy but convenient and time – saving
meals is increasing significantly.
Furthermore, NutriPack's decision to enter this market is by its strong relationships
with some local coffee shops. These coffee shops saw the need to expand their lunchtime
offerings and contacted NutriPack to provide healthy food options for their consumers.
This cooperation provides NutriPack with an immediate delivery channel while also
enhancing midday menu options at coffee shops, resulting in a mutually beneficial
relationship. This collaboration not only addresses the issue of delivery capacity during
peak hours, but also provides customers with convenient access to NutriPack meals in
high-traffic locations.

2. Information of the company

NutriPack is a new brand specializing in providing ready-made, healthy and
convenient meals with the mission to accompany people who are on a journey of
achieving work-life balance and nutritious meals that provide energy throughout the day.
The brand aim to serve customers of Ho Chi Minh City with sanitary, high-quality
food and wonderful experiences at a reasonable price, helping them follow healthy diet
without wasting their valuable time. In order to do so, NutriPack caters to all of its
customers by preparing carefully customized meals to suit the dietary needs of busy
professionals, then directly delivering these nutritious dishes to them to maximize the

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sense of convenience, support productivity while at the same time assisting customers in
maintaining a healthy diet.

3. Details about the products

NutriPack is a new brand specializing in providing ready-made, healthy, and
organic meals with the mission to accompany people who are on a journey of achieving
their dream work-life balance. The brand aims to serve customers of Ho Chi Minh City
with sanitary, high-quality food and wonderful experiences at a reasonable price. To do
so, NutriPack caters to all of its customers by preparing carefully customized meals to
suit the needs of each individual, then directly delivering these nutritious dishes to them
to maximize the sense of convenience while at the same time assisting customers in
maintaining a healthy diet.
NutriPack offers a variety of meals to serve 4 main different purposes of customers:
· Meal no. 1: Meal for weight management - is specially designed for people
who want to maintain, gain or lose weight.
· Meal no. 2: Meal for energy boost - is specially designed for professionals with
demanding schedules.
· Meal no.3: Meal for overall health - is provided for people who want to stay
healthy (nourish bodies with wholesome, balanced meals).
· Special order: Customized plan - is a personalized diet tailored to target more
specific requirements of customers based on individual body types, health
conditions, or fitness goals.
*All meals will be based on the nutrition standards of nutritionists
II. PRODUCTS PLAN
1. Business Model

B2C Business Model: Online Store

NutriPack’s primary B2C business model is an online store that serves health-
conscious consumers looking for convenient, nutritious meals. By focusing on e-
commerce, NutriPack can strategically allocate resources toward essential areas like
sourcing quality ingredients, creating a menu that appeals specifically to health-conscious
office workers, and implementing targeted marketing. The online platform simplifies the
process of healthy eating for our customers—they can place orders, schedule deliveries,

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and access a list of healthy food options tailored to their preferences, all without leaving
their workspace or home. This model aligns with the busy lives of our customers,
allowing them to seamlessly integrate healthy eating into their routines. Additionally,
operating primarily online allows NutriPack to run a lean, efficient operation that
maximizes profit potential by reducing overhead costs associated with a physical
storefront.

B2B Business Model: Coffee Shop Distribution Partnership

To address the high lunchtime demand among office workers who often take lunch
breaks at the same time, NutriPack employs a B2B model by partnering with coffee
shops in high-traffic locations near office buildings (in districts D1, D3, D10, Binh
Thanh, and Tan Binh). This partnership enables NutriPack to distribute ready-made
meals through coffee shops, allowing customers to pick up meals directly at convenient
locations, thereby reducing wait times associated with delivery during peak hours.
NutriPack will forecast meal demand carefully and manage batch deliveries to these
coffee shop partners. Basic training will be provided to coffee shop staff to ensure they
understand the nutritional value of the meals and can maintain food quality, providing a
consistent brand experience for NutriPack customers. This model offers additional
benefits to customers, who can enjoy the amenities of coffee shops, such as seating, Wi-
Fi, and beverages, while they have their meals. This B2B approach increases NutriPack’s
accessibility and visibility while optimizing delivery logistics and enhancing the
customer experience.

This hybrid model combines the convenience of online ordering with the
accessibility of coffee shop partnerships, enhancing brand awareness and customer
satisfaction while improving delivery efficiency.

2. Investment
NutriPack has a budget of 2.2 billion VND and enables strategic expansion of
operations to improve sustainability and competitiveness. The investment plan shown
below incorporates optimal allocations for business development. Our key investment
area includes an online food store with some small physical pick-up points (at coffee
shops).
The first major investment is capital expenditure, which costs around 250 million
VND. This includes kitchen setup and equipment (150 million VND) for industrial
cooking equipment like stoves, refrigerators, ovens, essential furniture, food processors,

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and meal preparation stations. Besides, it cost 30 million VND for small physical pick-up
point at the store, including computers and POS (point-of-sale) systems. To increase
physical presence and accessibility, 50 million VND will be put aside to create small
pick-up stations at certain coffee shops in central key areas in District 1, 3, 10 and Binh
Thanh. These collaborations need a commission per order to incentivize coffee shops to
collaborate, giving customers a convenient way to pick up or have their meals at lunch
time. A total of 20 million VND is allocated for licensing and certifications, such as
obtaining a Certificate of Food Hygiene and Safety and business registration.
Besides, 1.2 billion VND is allocated for working capital (maily for operational
expenses) during 6 months. First, 100 million VND is used for ingredient sourcing
monthly: organic food from suppliers (meat, vegetables, fish, rice, condiments), and
ingredients for meal preparation. Secondly, using eco-friendly packaging (monthly cost
10 million VND), such as bagasse boxes, paper straws, and other packaging materials to
align with the brand's healthy mission. Thirdly, digital marketing on social media
(Facebook, Instagram), promotions on food review blogs (like Địa điểm ăn uống),
influencer marketing campaigns and other activities for building brand awareness, brand
image and discounts for first time customer to boost initial customer engagement, cost 90
million VND per month.
The company also invests in employee salaries, allocating 600 million VND over
6 months. This covers wages of the management team and staff (3 cooks, 1 marketing
employee, 1 CS staff and 1 nutritious expert). Staff team makes sure of the food
preparation, customer service and efficient operations to enhance product and service
quality.
Finally, a contingency fund of 150 million VND is set aside to handle unexpected
expenses, such as ingredient price fluctuations, equipment maintenance, or emergency
repairs.

3. Founder Profiles
Jan Funk will manage digital innovation, software development, and supply chain
operations, but he will also be the face of NutriPack. Jan's personal commitment to
healthy eating, combined with his network of food suppliers and his active involvement
in sports and gym activities, makes him the ideal representative of NutriPack. His
lifestyle aligns directly with the brand’s mission, making him a relatable and inspiring
figure for health-conscious customers. He will use his influence and network to
strengthen the brand's credibility in the organic food and fitness community.

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 Thu Hien is the Finance Manager, responsible for accounting and financial
management. Her role includes budgeting, forecasting, and ensuring the efficient use of
funds in the business. Thu will focus on maintaining financial health, securing funding
sources, and managing the flow of money. In terms of funding, Thu will lead efforts to
secure investment and manage financial strategies to grow NutriPack while ensuring cost
efficiency.

Que Huong handles product and project management, market research, and brand
building. In the business, Que will ensure that product offerings are aligned with market
trends and customer needs, and coordination between departments to deliver NutriPack’s
healthy food solutions effectively. She will also oversee customer relationship
management, building strong brand loyalty and ensuring satisfaction through feedback
loops.

Nhu Quynh is in charge of social media management, customer data analysis, and
e-commerce development. Nhu will lead NutriPack’s marketing strategy, utilizing social
media platforms to engage customers and promote the brand. She will focus on influencer
partnerships, targeted ads, and online customer interactions to drive interest and sales
through the online platform

Nika will take on the role of Operation Manager, ensuring smooth day-to-day
operations across all facets of the business. Nika’s responsibilities will include overseeing
product packaging, managing delivery logistics, and ensuring that the business runs
efficiently. She will standardize processes and implement guidelines to ensure
consistency in packaging and delivery, working closely with student labor or part-time
workers for production support.

Funding: As Finance Manager, Thu Hien will be responsible for securing funding.
She will explore different options, including investor partnerships, loans, and potential
crowdfunding campaigns, to ensure NutriPack has the necessary financial backing to
expand and operate efficiently.

Process Standardization: Nika, as the Operation Manager, will lead the process
standardization efforts. She will introduce strict Standard Operating Procedures (SOPs)
for packaging and delivery, ensuring consistent product quality and efficient operations.
By leveraging student labor or part-time workers, NutriPack will be able to manage
production demands effectively while maintaining cost-efficiency.

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 4. Competitive Advantages

Coupled with the hustle and bustle of modern living, consumers choose eating out
over cooking at home for time and convenience. NutriPack ensures that its customers
receive the value they seek by offering ready-made meals. Customers should order via
the hotline or fanpage at least one hour before shipment time. Customized meal plans that
cater to consumers' dietary needs and preferences. Customers will be evaluated at the
NutriPack headquarters to determine their body fat percentage and lean muscle mass.
Following that, NutriPack offers personalized meals for weight loss, gain, and overall
health maintenance. This level of customisation, based on nutritionist standards and
specific diets, sets it apart from other meal providers that just give generic healthy meals.

● Fresh and wholesale ingredient sourcing: NutriPack ensures top-quality meals by

partnering with reliable suppliers of fresh, wholesale ingredients. This approach
guarantees consistent food quality while maintaining cost-effectiveness,
reinforcing the company's commitment to offering superior meals without
compromising freshness.
● International standards compliance: NutriPack’s operations adhere to international
nutrition and quality standards. This ensures that every meal meets stringent
criteria for health and safety, distinguishing NutriPack from competitors who may
not prioritize such high benchmarks.
● Hybrid distribution model: By integrating an online platform with a distribution
partnership through coffee shops, NutriPack creates a unique, efficient, and
scalable distribution method. This hybrid model maximizes convenience, allowing
customers to pick up meals at partner locations or order online for home delivery,
reducing reliance on delivery personnel and improving logistics during peak times.
● Expertise in nutrition: NutriPack’s team includes nutrition experts who ensure that
meal plans are crafted precisely and aligned with health standards. This expertise
translates into meals that not only taste great but also provide balanced nutrition
tailored to customers’ health needs.

One of NutriPack's founders serves as the brand's ambassador, representing the

company's mission to encourage healthy eating and active living. His personal
commitment to nutrition, as well as his expertise in sports and fitness, make him a
relatable and inspiring figure for health-conscious consumers. As an active part of the
fitness community, he brings honesty and authenticity to the brand, which is consistent

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with the ideals of clients who prioritize wellness. The founder’s lifestyle resonates with
health-conscious office workers, fostering brand loyalty and emotional engagement.

He ensures that NutriPack employs high-quality, sustainable ingredients by using

his extensive network of food suppliers and connections in the organic food business. The
company has decided to cooperate with two main suppliers, an organic farm supplying
food and an environmental – friendly packaging producer. It is very critical for the
business to select credible, stable and reasonable price sources because once those supply
chains crack, a greater number of difficulties will appear, such as research and switching
costs. With organic food, the company might not have to worry about the quality of
products. However, because organic food is becoming more and more favorable,
suppliers can suppress NutriPack’s profitability by raising prices. Therefore, it is
necessary to negotiate with the suppliers to unanimously finalize a clear cost level. The
same case applies to the packaging supplier.

III. INDUSTRY & MARKET ANALYSIS

1. Industry Analysis

1.1 Industry size and growth rate

The market for prepared meals within the healthy food industry in Vietnam is
experiencing rapid growth, driven by a shift in consumer preferences towards
convenience and health-conscious options. In recent years, the healthy food and wellness
sector, which includes prepared and ready-to-eat meals, has shown remarkable
expansion. In 2022, the total market size for ready-to-eat meals was valued at
approximately USD 410 million, and projections indicate that it could nearly double to
USD 957 million by 2030. This growth is fueled by several key factors, including
changing consumer lifestyles, rising disposable incomes, and an increasing emphasis on
health and wellness.

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 Figure 1. Healthy food revenues from 2020 - 2031 in Vietnam

The graph indicates the healthy food market in Vietnam is experiencing rapid and
steady growth, projected to increase from USD 50 million in 2020 to USD 170 million by
2031. This growth is driven by changing consumer lifestyles, rising disposable incomes,
and a stronger focus on health and wellness. The market for ready-to-eat meals,
particularly, has seen notable expansion and is expected to reach USD 957 million by
2030. As health-conscious preferences rise, Vietnam's healthy food sector is set to
continue its upward trajectory, presenting significant opportunities for future investment
and development.

According to reports by Statista 2023, the prepared meals segment is positioned to

benefit significantly from these trends. To better understand the distribution of the
healthy food market in Vietnam, we can examine the sectoral breakdown for 2023.

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 Figure 2. Market size and distribution of Healthy Food Market 2023

The pie chart illustrates prepared meals and ready-to-eat foods constitute 43% of
the market, reflecting their dominance in meeting the demand for convenience. Organic
and natural foods follow closely, accounting for 28%, highlighting the rising interest in
clean eating and sustainability. Meal replacements, such as shakes and bars, represent
24% of the market, catering to consumers seeking quick, nutritious options. Finally, other
categories, including supplements and functional beverages, make up the remaining 5%.

This breakdown provides a comprehensive view of the market dynamics within

the healthy food industry in Vietnam. The significant share of prepared meals and ready-
to-eat foods underscores the increasing consumer demand for products that offer both
health benefits and convenience. By understanding the proportional contributions of each
segment, businesses can identify strategic opportunities for growth and innovation in this
expanding market. The accompanying pie chart visually reinforces these insights,
illustrating the distribution of the healthy food market and the pivotal role that prepared
meals play in shaping the industry's future.

1.2 SWOT Analysis

Strengths: Our business is established based on 4 key strengths.

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 ● Skilled and Motivated Team: Our team is not only passionate and dedicated but
also has an expertise in culinary arts (for making delicious food), nutrition (in
order to bring healthy meal plans), marketing & sales (in delivering successful
plans in recruiting potential customers), and operations (to keep the business
running smoothly).
● Unique & Appealing Recipe: We offer unique & appealing recipes for customers.
Many people will think that vegetarian or healthy eating is really bland and boring.
But in reality, healthy food is as flavorful and diverse as normal food.
Understanding that worry, our business diversifies the menu, and provides
customers with various healthy, delicious and personalized meal plans.
Furthermore, NutriPack offers customized B2B recipes service for such as
corporate clients or cafes, restaurants,... who seek to add healthy meals in their
menus.
● Strong Financial Resources: Our business has sufficient financial resources in
order to support and provide necessary capital for marketing campaigns, website
upgrades, future expansion plans, and navigating initial losses. The stability in
finance allows our business to focus more on bringing exceptional value to
consumers. Moreover, our business can attract B2B partnerships by providing
them with competitive pricing and flexible payment terms.
● B2B Partnerships with Coffee Shops: NutriPack's partnership with coffee shops in
Ho Chi Minh City enables it to reach office workers efficiently during lunch
hours, a prime time when they seek convenient meal options. By offering specially
catered lunch packages, NutriPack can reach a large volume of customers through
these partnerships without needing additional physical space, while the coffee
shops benefit from attracting health-conscious customers with a wider range of
menu options.
● Efficient online model: We can optimize costs by not having large business
premises like other brick-and-mortar businesses as this is an online model. By not
having large space, we can avoid more costs in hiring service staff and invest more
in the quality of the food.

Weakness: Besides the strengths, there are also several weaknesses that can hinder the
development of our business.
● Lack of Training and Development Team: Our business is inadequate in training
programs of the team, which is necessary for continuous development and can lead
to problems such as skill gaps, inconsistent performance standards, and poor
customer service.

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 ● Inconsistent Food Quality: Maintaining the consistency and quality of the food is
really important in this industry. However, there are some difficulties in
maintaining consistent quality in ingredients, preparation, or portion sizes.
● Poor Financial Management: Although we have adequate financial budget for
initial running of the business, it is difficult to manage cost control, resource
allocation, and overspending deplete resources, and put the business at risk.
● Dependencies to B2B partnerships: As we are striving to work together with
coffee shops as an additional business model it will need initial investment to
establish these partnerships. We need to convince coffee shop companies like
Highland Coffee to sell our products and establish good partner relationships.
Furthermore, we will adapt our products to corporate guidelines for the
partnerships.
● Lack of Customer Experience (CX): Because our business is an online model,
therefore we do not have an in-store experience for customers, leading to lack of
customer experience space. The customers cannot enjoy the meals at the store
area, which affects customer experience as well as customer engagement of our
business.

Opportunities: Our business is excited to take advantage of numerous key opportunities

in the Vietnam healthy food industry.
● Growing Demand for Healthy & Nutritious Food: To begin with, the healthy food
market in Vietnam is growing strongly and presenting an opportunity with the
increase in health awareness among consumers. Vietnamese people tend to live
green, prioritize healthy lifestyles and pay more attention to their health.
According to Nielsen data, the proportion of Vietnamese consumers interested in
healthy food has increased from 32% in 2015 to 42% in 2022, which demonstrates
this positive trend. Therefore, healthy food and other specialized diets become
more popular nowadays, leading to an increase in consumption of healthy &
organic meals.
● E-commerce expansion: E-commerce expansion is another opportunity. The
COVID-19 pandemic affected Vietnamese consumer spending habits, which led to
increased expenditure on food delivery. Food items lead online shopping trends in
Vietnam, with the average purchasing of consumers approximately every 3-day. In
the beginning of 2024, online shopping in Vietnam reached 143.9 trillion VND
and the e-commerce sector in Vietnam has experienced outstanding growth at 16-
30% over the preceding 4 years. Furthermore, Vietnam e-commerce sales of this

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 food & drink category was expected to enlarge and reach over $1.3 billion in
2026. This will be a chance for our online business model.
● Premium Pricing: Although the specialized ingredients demand higher prices, a
2023 Rakuten survey showed Vietnamese consumers' strong preference for
organic food and their willingness to pay a premium for high-quality and healthy
food. Therefore, our business can maintain superior quality of the food as well as
bring excellent value to our customers.
● B2B Market Penetration Through Coffee Shops: Partnering with coffee shops
allows NutriPack to expand its market presence and efficiently reach its target
audience. By focusing on lunch-hour offerings, NutriPack can serve a large
number of office workers in a cost-effective way. This B2B model reduces
reliance on third-party delivery apps while increasing customer access and brand
visibility.

Threats: NutriPack also faces different external threats from the market.
● Emerging Competitors: There are emerging competitors in the healthy food
market. This industry is growing strongly in Vietnam. Euromonitor data reveals
that Vietnam's organic food market achieved a value of $100 million in 2023,
representing a 20% expansion from 2020. With the growth of the market, the
number of healthy food businesses is also on the increase. This makes the market
more competitive than ever as well as more local startups and even international
brands entering the market.
● Consumer Preferences Shifting quickly: Health and diet trends can be inconsistent
and volatile, with consumer preferences changing quickly (e.g., from keto to plant-
based diets). There are also shifts in consumer behavior and preferences linked to
the time of year. For example, in summer, consumers often prefer foods that are
cool and refreshing to combat the intense heat. Whereas in winter, people tend to
favor foods that provide warmth and a sense of fullness.
● Changing Policies of the Apps: Third-party delivery apps often change their
policies and put sellers like us at a disadvantage. Some problems listed are not
displaying brand name on apps when customers search the keywords of the shop.
In case other competitors spend more budget to buy special packages on apps, they
will have more chances to be displayed to customers.
● Logistics & Delivery Challenges: Some important problems we can face are: lack
of shippers at peak time or combining multiple shipping orders on delivery apps.
This will make the food delivered to customers cold and badly affect the
customers’ experience.

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 ● Unstable Sources of Healthy Food Ingredients: The demand for certain
ingredients, especially healthy & nutritious ones, often exhibits significant
seasonality, meaning that sales can fluctuate dramatically depending on different
times of year. Therefore, there will be some risks in overstocking or stock-outs
during different seasons, which leads to a negative impact on profitability. DA
Anal

2. Market Analysis

NutriPack targets a diverse range of customers by segmenting the market based on

demographic, geographic, and psychographic factors. This approach allows the company
to align its product offerings with the specific needs and preferences of its customer base,
maximizing both customer satisfaction and business growth. While NutriPack's primary
target market is office workers, the company also strategically partners with coffee shops
as part of a B2B model to extend its reach to this demographic. For this reason the
following market analysis focuses on office workers.

2.1 Market Segmentation/Target Market Selection

NutriPack's primary target market is office workers, particularly those between the
ages of 22 and 40, often seeking convenient, healthy meal options that help them manage
their weight and maintain energy levels throughout the workday. This segment is further
divided into subgroups, with younger office workers more likely to focus on
convenience, nutritious meal options fitting into their busy lives, while older individuals
may prioritize long-term health through managing energy levels, stress management and
staying focused. NutriPack’s menu offerings provide a practical solution for this
demographic, combining convenience with balanced nutrition to suit the varied needs of
office professionals.

2.2 Target Market Analysis

Geographics
NutriPack’s services are concentrated in Ho Chi Minh City, where a significant
percentage of the population comprises office workers. The city’s central business
districts, such as Districts 1, 3, 10, and Bình Thạnh, are high-density areas where large
numbers of professionals work in close proximity. Since central districts with a more
developed infrastructure and a greater number of businesses are more likely to have a
larger pool of office workers, a greater variety of lifestyle options, and a higher demand

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for convenient meal solutions. By establishing distribution points in partnership with
coffee shops in these districts, NutriPack provides convenient access to healthy meal
options where office workers spend most of their day. The urban lifestyle and fast-paced
environment of these areas make them ideal for NutriPack’s offerings, as professionals
are more likely to prioritize time-saving, health-conscious meal solutions.

Demographics

NutriPack’s primary demographic target includes young to middle-aged

professionals between 22 and 40 years old who work in office environments. This
segment is predominantly single or part of smaller households, often without children,
which allows them to prioritize personal health and convenience in their lifestyle choices.
This market segment exhibits distinct dietary preferences based on their stage of life and
professional responsibilities. Younger professionals often favor quick, energy-boosting
meals that accommodate their busy schedules, whereas older office workers, particularly
those with families, may prioritize health-conscious meals that cater to both themselve.
Many of these professionals have higher education levels and hold positions with stable,
higher income levels, making them more inclined to invest in products that support their
health and well-being. As a result, they are more likely to seek out nutritious, ready-made
meal options that align with their values around health, fitness, and efficiency.
NutriPack’s meal plans cater specifically to the dietary needs and lifestyle goals of this
group, with options that address weight management, energy maintenance, and overall
wellness.

Psychographics
In terms of psychographics, office workers are practical and time-conscious
individuals who seek convenient solutions that allow them to balance their work
responsibilities with personal health goals. These individuals often experience high levels
of stress and long hours, and have limited time for cooking. NutriPack’s commitment to
providing accessible, healthy meals resonates with office workers who want to stay fit
and energized without sacrificing time. Furthermore, this demographic is likely to
appreciate NutriPack’s partnerships with coffee shops, as it enhances their lunchtime
experience by providing a relaxing setting to enjoy meals and decompress during breaks.
This group is likely to become loyal customers once satisfied with NutriPack’s products,
as the service offers a valuable solution to their nutritional needs.

Behavioral
Behavioral factors also play a significant role in NutriPack’s market analysis.
Office workers have consistent dietary routines centered around regular work hours. They

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may require quick lunches at the office, easy-to-prepare dinners after a long workday, or
snacks that can be consumed while working. Besides, they are frequent users of food
delivery services or office cafeterias. Therefore, given that peak demand for meals is
typically around lunch, NutriPack’s distribution strategy—offering pickup points at
coffee shops in high-traffic areas—caters to this specific behavioral pattern. Additionally,
office workers are likely to become loyal customers once they experience the
convenience, quality, and health benefits of NutriPack’s offerings. NutriPack’s
personalization options further support customer retention by accommodating specific
dietary preferences, which enhance satisfaction, encourage repeat purchases and
invitations for their colleagues. This focus will likely encourage long-term loyalty and
positive word-of-mouth referrals, further strengthening NutriPack’s market position.

Conclusion
In conclusion, NutriPack’s market analysis reveals significant opportunities within
its target segments of office workers. By tailoring its offerings to meet the distinct needs
of this group, NutriPack can establish itself as a leading provider of convenient, nutritious
meal solutions in Vietnam’s urban centers. Through a combination of geographic,
demographic, psychographic, and behavioral factors, NutriPack is well-positioned to
capture a substantial share of the market and build lasting relationships with its
customers.

3. MSADA Analysis

Measurable
The organic and healthy food sector in Vietnam, particularly in urban regions, is
experiencing rapid growth. According to Euromonitor, the market value for organic food
in Vietnam reached USD 100 million in 2023, marking a 20% increase since 2020. A
Cimigo study supports this trend, noting that 66% of Vietnamese consumers prioritize
organic and natural food products, indicating a rising preference for healthier diets.

After a thorough market segmentation, NutriPack targets office workers in Ho Chi

Minh City (HCMC), where 35.9% of the workforce comprises office workers with
university-level education. Studies indicate that 60% of this group prioritizes a healthy
diet. Given HCMC’s population of 9,567,660, this demographic offers significant market
potential. Specifically, approximately 3,434,789 people in the city’s workforce qualify as
office workers, of which 2,060,873 follow a healthy diet. With an average spend of $3.80
per person on healthy food, the estimated market size for this target group amounts to
approximately $7.83 million.

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 To capitalize on this, NutriPack has partnered with local coffee shops to offer
convenient lunch options, addressing the need for accessible, healthy meals among busy
professionals. This B2B model allows NutriPack to reach the estimated 2,060,873 health-
conscious office workers in HCMC more efficiently, especially around lunch time.
NutriPack can measure its impact through metrics such as sales growth from coffee shop
partnerships, customer acquisition rates from B2B channels, and repeat purchases during
the lunch hour.

Substantial
Vietnam’s organic food market is rapidly expanding, making it a strong strategic
fit for NutriPack’s business model. More than 60% of Vietnamese consumers are
interested in organic and health-focused products, with an expected 7.23% compound
annual growth rate (CAGR) in the food market from 2024 to 2029, according to Statista.
NutriPack’s premium pricing model is supported by the willingness of consumers to pay
around 10% more for organic, healthy products. By using coffee shop partnerships,
NutriPack can capitalize on the lunchtime window when office workers are looking for
healthy, convenient meal options, especially since many workers in Vietnam have their
lunch breaks around 12 p.m.

Through coffee shop collaborations, NutriPack can expand its reach without
needing physical storefronts and test the market with single-meal purchases before
potentially converting customers to subscriptions. This model helps maximize revenue
per customer and assess price sensitivity, ensuring long-term sustainability.

Accessible
NutriPack’s blended online and B2B business model ensures that healthy meals
are highly accessible to office workers in HCMC. By using an online platform for
ordering and coffee shops for in-person sales, NutriPack keeps costs low while reaching
office hubs with ease. Coffee shop partnerships allow NutriPack to place its products
directly where office workers are likely to be during their lunch breaks, making it easy
for them to choose NutriPack’s healthy options over other fast-food or traditional meals.

The coffee shop B2B model also gives NutriPack insight into the office worker
market’s lunch-time preferences, providing an opportunity to test new meal options and
gather data on in-person customer behaviors. With a physical pickup point and robust
delivery operations, NutriPack can offer office workers the convenience of purchasing
meals at a location nearby, catering specifically to their schedules and dietary needs.

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Differentiable
NutriPack’s unique value proposition lies in its focus on organic, customizable
meal plans paired with eco-friendly packaging, appealing to consumers who prioritize
both health and sustainability. By targeting the specific needs of office workers,
NutriPack addresses the common dietary challenges associated with a sedentary work
environment, such as weight management and the need for balanced nutrition. Through
its coffee shop B2B model, NutriPack can offer convenient, health-focused meals that
cater to these specific requirements, giving it an edge over competitors who may lack this
targeted approach.

NutriPack can also use coffee shop partnerships to differentiate itself by offering
branded, curated meal options exclusively for these locations, potentially adding seasonal
or localized options to keep the menu fresh and engaging. This will further reinforce
NutriPack’s commitment to meeting the dietary needs of office workers in a flexible,
customer-centric way.

Actionable
NutriPack’s marketing strategy now benefits from coffee shop partnerships, which
enhance brand visibility and facilitate customer acquisition among office workers. By
targeting social media ads at office hubs and collaborating with influencers who promote
healthy lifestyles, NutriPack can drive awareness and brand affinity among its target
demographic. In-store promotional materials at coffee shops, such as branded displays
and flyers, can help convert walk-in coffee shop customers into NutriPack’s regular
clientele.

NutriPack’s marketing plan should also include special lunch-time promotions or

discounts for first-time coffee shop customers to encourage them to try the meals and,
potentially, subscribe for daily or weekly deliveries. Additionally, NutriPack can analyze
customer data from coffee shop sales to refine its social media campaigns, focusing on
times and content that drive the most engagement among office workers.

IV. MARKETING STRATEGY & CUSTOMER INSIGHTS

NutriPack’s goal is to provide convenient, healthy meal options for health-

conscious, busy office workers in Ho Chi Minh City. To tailor our offerings and optimize
our marketing strategy, we created a customer survey to understand the dietary habits,
preferences, and lifestyle needs of this target demographic. The survey explores key

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aspects such as their meal selection priorities, willingness to pay for premium ingredients,
and openness to picking up meals from partner coffee shops.

1. Customer Survey Insights

Demographics
NutriPack’s primary target group is office workers aged 22 to 40. The survey
captures age, occupation, and other basic demographics to ensure alignment with
NutriPack’s intended audience.

Lifestyle & Eating Habits

To better understand our customers’ dietary preferences and frequency of healthy
eating, we ask questions about daily routines. For example, respondents answer, “How
often do you prioritize healthy eating in your daily life?” with options from “Always” to
“Never.” Insights from this section help guide NutriPack’s menu design to align with
common eating habits and customer demands for healthier meal options.

Interest in NutriPack Services

NutriPack assesses potential interest in a convenient meal pickup option through
local coffee shops. One question, “If NutriPack partnered with nearby coffee shops for
convenient meal pickups, how likely would you be to use this service?” gauges the
attractiveness of this distribution method. Positive responses would validate the B2B
distribution strategy and suggest strong customer interest in picking up meals during the
workday.

Pricing & Willingness to Pay

To establish an optimal price range, NutriPack includes questions about
customers’ spending preferences. For instance, “How much would you be willing to
spend on a healthy, ready-made lunch that fits your dietary preferences?” with price
ranges from “Under 50,000 VND” to “150,000 VND or more.” Responses guide pricing
decisions, allowing NutriPack to align price points with market demand for premium,
organic ingredients.
Feedback on Sustainability
In alignment with NutriPack’s commitment to eco-friendly practices, the survey
includes questions on sustainable packaging. Respondents are asked, “How important is
it to you that NutriPack uses eco-friendly, recyclable packaging?” Responses help
determine the value customers place on sustainability, an increasingly important factor
for health-conscious consumers.

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 2. NutriPack Marketing Strategy Using the RACE Model

NutriPack’s marketing strategy leverages both online and offline channels, combining
digital advertising and local partnerships to build brand visibility and customer
engagement. By following the RACE model (Reach, Act, Convert, Engage), NutriPack
guides customers through a structured marketing funnel to optimize brand exposure,
customer acquisition, and loyalty.

Reach
NutriPack begins by building brand awareness through targeted digital and
physical advertising. Online, we use Facebook and Instagram ads directed at
professionals aged 22-40 in high-traffic districts of Ho Chi Minh City (Districts 1, 3, 10,
Binh Thanh, and Tan Binh). Carousel ads and videos emphasize NutriPack’s healthy,
convenient meals tailored to busy office workers, like a video ad showing a professional
picking up a meal from a partner coffee shop. Google Display ads with keywords such as
“healthy lunch options” or “organic meals near me” further extend our reach. Offline,
NutriPack’s partnerships with coffee shops in key business districts increase visibility
and provide customers with physical access to our meals. Coffee shop staff receive
training to handle and present NutriPack meals in line with our standards, ensuring a
consistent customer experience.

Act

To engage potential customers, NutriPack uses interactive online content and in-
store promotions. On social media, Instagram Stories and polls invite users to explore
NutriPack’s offerings; for example, a poll might ask, “What’s your ideal lunch?” with a
swipe-up link to view our menu. We also run Google Search ads with terms like “healthy
meal delivery in HCMC,” directing interested users to our ordering platform. Offline,
NutriPack uses posters, leaflets, and QR codes in partner coffee shops to encourage in-
store engagement. Customers can scan a QR code to explore our menu, with a first-time
discount as an added incentive.

Convert
NutriPack’s conversion efforts include online promotions, influencer partnerships,
and in-store discounts. On social media, we offer first-time discounts (e.g., “15% off your
first NutriPack meal”), which customers can redeem at coffee shops. Collaborating with
fitness and health influencers also drives conversions by providing exclusive discount
codes. Offline, NutriPack displays promotional signage in coffee shops, such as “Order
NutriPack here and get 10% off your first meal!” This tactic encourages new customers
to try NutriPack meals in an accessible, familiar setting.

Engage

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 To build loyalty, NutriPack introduces both online and offline engagement
initiatives. An online loyalty program rewards repeat purchases with points, redeemable
for discounts or free meals, and is promoted through social media and email marketing.
Social media content, such as posts on healthy eating and wellness tips, reinforces brand
loyalty by appealing to customers’ values. Offline, NutriPack offers a loyalty card at
partner coffee shops, where customers earn stamps for each purchase, with a reward for
collecting a certain number. This program incentivizes regular purchases and strengthens
brand recognition among frequent customers.

3. Measuring ROI

NutriPack uses specific metrics to track the performance and ROI of each stage in
the RACE model:

Reach
We monitor impressions, reach, and engagement metrics on social media and
Google Ads, as well as foot traffic and sales at coffee shops.

Act
We track click-through rates (CTR) on digital ads, interactions on social media
polls, and in-store engagements through QR code scans or site visits.

Convert
Conversion rates, cost-per-acquisition (CPA), and sales growth from promotions
and influencer partnerships are assessed for both online and coffee shop sales.

Engage
We measure repeat purchase rates, loyalty program sign-ups, and social media
engagement to evaluate customer satisfaction and brand loyalty.

This comprehensive strategy ensures NutriPack effectively reaches, engages,

converts, and retains its target customers, establishing NutriPack as the go-to option for
convenient, health-focused meals in Ho Chi Minh City.

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