BUS 400 Module Two Assignment ILEJAY

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PROJECT OUTLINE for Amazon Kitchen 1 Project Outline: Custom Meal Kits for Amazon Chelsea Ilejay Southern New Hampshire University

PROJECT OUTLINE for Amazon Kitchen 2 About Amazon Kitchen This service will be a meal kit that will utilize and leverage Amazon’s already existing partnerships with super markets Whole Foods and Bristol Farms as well as their own Amazon Fresh stores. The meal kits will vary from competitors in that there will be more options to choose from that will include the freshest produce and meats. They will also be customizable in order to better serve individual needs. The other main difference is that the meal kits can be ordered for direct delivery to the customer or picked up from their nearest participating market provider as a custom selection or a grab and go offering. Goals The goal of Amazon Kitchen is to provide for all meal needs offering breakfast, lunch, and dinner choices as well as additional sides and desserts. The customization aspect will fulfill planning based on the number of people that need to fed, catering to personal flavor /cuisine profiles, providing options based on difficulty and prep time, as well as accommodating food allergies. Amazon Kitchen will also take the stress out of subscription as it will be available through either subscription format or by meal, never forcing a commitment on the customer. By taking all of the guess work, complex thinking and planning out of the equation, as well as providing multiple ways of obtaining the product, we will add valued time and energy back into our customers lives. Target Customer The meal kit market has fluctuated from being affordable to those with higher income, to being something to keep busy with as well as being safe through the pandemic, and now it is enjoyed by a wide variety of people with different needs. The target customer is someone who wants to be better. Whether they are a mother of 3, someone who works 40 plus hours a week

PROJECT OUTLINE for Amazon Kitchen 3 and feels overwhelmed at the end of the day, someone who is trying to learn how to cook as they are exploring hobbies, or someone who wants to be more mindful about what they are putting into their bodies. The target customer can have any background, but their ultimate need is the same: to be able to save money, eat healthy, and to not be stressed. Market Opportunity The market opportunity for the meal kit market is “expected to increase at high growth rates during the forecasted period (2020-2024)[… and] is supported by various growth drivers such as increasing preference of customers to buy from offline channels in comparison to online mode, shifts in foodservice behavior, reducing food wastage by going "ecofriendly", a spike in urban population and increasing disposable income” (Plus Company Updates, 2020). Meal kits “can help consumers meet their goals to cook from scratch more often by easing some of the burden of shopping, decision-making and prep time,” (Bonnett, 2022). As the grocery and meal market will never cease, there is opportunity to better refine offerings and method of being able to fulfill customer needs. Financial Opportunity When it comes to adding to the top-line revenue, there is real opportunity as in 2021 the meal kit market made $233.3 million (Marketline, 2022). Looking at the other part of Amazon Kitchen’s ready-made in store offering, examples from the few that have attempted to offer grab and go kits from the market “U.S. grocery stores generated $80.6 million in sales of meal kits, up 6.7 percent over year-ago sales, for the 12 months through March 4,” (Judkis, 2017). The other way to add value is to partner with local food banks such as Feeding America to help provide meals for those less fortunate. This will ensure that the grab and go offerings will not go to waste as they will be donated. A small portion of online sales can also be donated as either a round up

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PROJECT OUTLINE for Amazon Kitchen 4 or percentage for monetary donation. This will increase CSR and make customers feel good about spending their money as well as possible encourage them to buy more and refer others. The donating of the grab and go will help manage waste cost and the monetary donations can be deducted from AGI as they will be seen as charitable contributions and help with lowering taxes. Timeline Month 1-3:  Develop budgets for all 3 variations of service – home delivery, store pick up, grab and go  Begin work on new website and page extensions for product offering across all sites – Amazon, Amazon Fresh, Whole Foods, and Bristol Farms  Research cuisines are on trend Months 4-6:  Begin developing recipes for all meal formats  Begin packaging design Months 7-9:  Finalize packaging choices  Finalize menu offerings Months 10-11:  Amp up marketing for the new service across all platforms – social media, company website, commercial advertisement on Prime video and YouTube  Finalize all website and page extensions Month 12:  Release the new service of Amazon Kitchen to the public

PROJECT OUTLINE for Amazon Kitchen 5 References Bonnett, M. (2022). What / How America Eats - 2022 . Retrieved March 12, 2023, from https://reports-mintel-com.ezproxy.snhu.edu/display/1136977/?fromSearch=%3Ffreetext %3Dmeal%2520prep%2520kits%26resultPosition%3D8 Judkis, M. (2017, October 9). The meal-kit industry is at a crossroads. Will it ever figure out what we really want? Washington Post. https://link-gale-com.ezproxy.snhu.edu/apps/doc/A508769978/OVIC? u=nhc_main&sid=bookmark-OVIC&xid=dec9439b Marketline. (2022, July 6). United States - Prepared Meals. Retrieved March 12, 2023, from https://advantage-marketline-com.ezproxy.snhu.edu/Analysis/ViewasPDF/united-states- prepared-meals-156206 Worldwide Meal Kit Industry to 2024 - Featuring Blue Apron, HelloFresh & Marley Spoon Among Others. (2020, November 26). Plus Company Updates, (n.d.). https://link-gale- com.ezproxy.snhu.edu/apps/doc/A643034218/GBIB?u=nhc_main&sid=bookmark- GBIB&xid=3de88f9b

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