Your discussion should substantiate using practical examples, and address the following: 1. Apply the below customer life cycle to Imana Foods and use practical examples to demonstrate how Imana Foods can capitalise on this cycle 1. stage 1: Reach 2. Stage 2: Acquire 3. Stage 3 : Converse 4. Stage 4: The retain 5. Stage 5: Loyalty
Imana Foods
“[Funded] from humble beginnings, IMANA FOODS brings a wide basket of meal solutions and flavour enhancement to homes across Africa.”
This is how the business highlights their business journey. They call themselves “a caring company built on faith and a dream”. Reportedly, the owner, John Alcock had a dream to start a company that would be a beacon of hope throughout the African continent, he even spoke of the Promised Land, stretching from the Wilderness (on the Cape South Coast) to the Mediterranean, and of a company that would offer jobs for many, with products that would feed and nourish a continent. As the story unfolds, John recognised the benefits of the “humble” soya bean, an excellent source of protein and nourishment, and he knew that this would form the foundation of this dream. His vision of seeing business as a missionary opportunity and of being a blessing to Africa, a vision based not on just getting rich, but rather one of making a difference, attracted key people to the business, including John’s son, Paul, who joined the fledgling business a year after it began, and who took the product to the trade.
Today, IMANA FOODS is reportedly the leader in the South African Soya Mince market, with a strong and growing presence in a number of other product categories. The business makes a claim that their products are full of flavour and have been delighting consumers with their great taste since 1984.
“[What] started with a dream to improve malnutrition in Africa from a garage in Kloof in 1984 has grown to be much more. A story that any African company can be proud of. It is the vision of Imana Foods to not only produce high quality, great tasting products, but through the medium of business to bring hope to people’s lives through a caring ethos permeating everything it does. An ethos founded on servanthood, an ethos committed to excellence. This vision is now also touching neighbouring countries such as Mozambique, Zimbabwe, Botswana, Swaziland, Namibia, Lesotho and Zambia.”
Businesses thrive on relationships, upstream with suppliers and downstream with customers. These relationships enable a business to foresee changes and challenges that are lurking in the supply pipeline or down in the distribution pipeline. The relationships that a business enter into should be premised upon effectiveness and efficiency on both sides, so that all parties can benefit from the engagement, both in the short term (profitability) and in the long-term (sustainability).
Imana Foods, just like any other business organisation, will depend on successful relationship management with all business partners.
evaluate the degree to which customer relationships could sustain Imana Foods for the long term. Your discussion should substantiate using practical examples, and address the following:
1. Apply the below customer life cycle to Imana Foods and use practical examples to demonstrate how Imana Foods can capitalise on this cycle
1. stage 1: Reach
2. Stage 2: Acquire
3. Stage 3 : Converse
4. Stage 4: The retain
5. Stage 5: Loyalty
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