Relayfoodscom Case Study Help

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Relayfoodscom Case Study Help

Relayfoodscom is currently among the greatest food chains worldwide. It was established by Ivey in 1866, a German Pharmacist who initially introduced "FarineLactee"; a mix of flour and milk to feed infants and reduce death rate. At the same time, the Page brothers from Switzerland also discovered The Anglo-Swiss Condensed Milk Business. The 2 became competitors at first however in the future merged in 1905, leading to the birth of Relayfoodscom.
Business is now a global business. Unlike other international companies, it has senior executives from different countries and attempts to make decisions thinking about the whole world. Relayfoodscom currently has more than 500 factories worldwide and a network spread across 86 countries.


The function of Relayfoodscom Corporation is to boost the lifestyle of people by playing its part and providing healthy food. It wishes to help the world in forming a healthy and much better future for it. It likewise wants to encourage individuals to live a healthy life. While making certain that the company is prospering in the long run, that's how it plays its part for a much better and healthy future


Relayfoodscom's vision is to offer its clients with food that is healthy, high in quality and safe to consume. Business pictures to develop a well-trained workforce which would help the business to grow


Relayfoodscom's mission is that as currently, it is the leading company in the food market, it thinks in 'Good Food, Great Life". Its objective is to supply its consumers with a range of choices that are healthy and best in taste also. It is concentrated on providing the very best food to its customers throughout the day and night.


Relayfoodscom has a broad variety of items that it provides to its clients. In 2011, Business was noted as the most rewarding organization.

Goals and Objectives

• Bearing in mind the vision and objective of the corporation, the company has laid down its objectives and objectives. These objectives and goals are listed below.
• One objective of the business is to reach no garbage dump status. (Business, aboutus, 2017).
• Another goal of Relayfoodscom is to squander minimum food during production. Most often, the food produced is lost even prior to it reaches the consumers.
• Another thing that Business is working on is to improve its product packaging in such a method that it would help it to lower the above-mentioned problems and would also guarantee the delivery of high quality of its products to its clients.
• Meet worldwide requirements of the environment.
• Build a relationship based on trust with its consumers, service partners, employees, and government.

Critical Issues

Just Recently, Business Company is focusing more towards the method of NHW and investing more of its revenues on the R&D technology. The country is investing more on acquisitions and mergers to support its NHW strategy. The target of the business is not achieved as the sales were expected to grow higher at the rate of 10% per year and the operating margins to increase by 20%, provided in Exhibition H. There is a need to focus more on the sales then the development technology. Otherwise, it may lead to the decreased revenue rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The current Business method is based upon the principle of Nutritious, Health and Wellness (NHW). This method deals with the concept to bringing change in the customer preferences about food and making the food things much healthier worrying about the health issues.
The vision of this method is based upon the key technique i.e. 60/40+ which simply suggests that the products will have a score of 60% on the basis of taste and 40% is based upon its nutritional worth. The items will be manufactured with extra nutritional worth in contrast to all other products in market acquiring it a plus on its dietary material.
This strategy was embraced to bring more tasty plus nutritious foods and beverages in market than ever. In competition with other business, with an objective of keeping its trust over customers as Business Company has gained more relied on by customers.

Quantitative Analysis.

R&D Costs as a percentage of sales are declining with increasing real quantity of spending shows that the sales are increasing at a higher rate than its R&D costs, and enable the company to more invest in R&D.
Net Earnings Margin is increasing while R&D as a percentage of sales is decreasing. This indication also shows a green light to the R&D spending, mergers and acquisitions.
Debt ratio of the business is increasing due to its spending on mergers, acquisitions and R&D development instead of payment of debts. This increasing financial obligation ratio posture a risk of default of Business to its financiers and might lead a declining share prices. Therefore, in terms of increasing financial obligation ratio, the firm should not invest much on R&D and should pay its existing financial obligations to reduce the risk for financiers.
The increasing threat of investors with increasing debt ratio and declining share prices can be observed by huge decline of EPS of Relayfoodscom stocks.
The sales development of business is likewise low as compare to its mergers and acquisitions due to slow understanding building of customers. This slow growth likewise prevent company to additional spend on its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Note: All the above analysis is done on the basis of calculations and Graphs given in the Exhibitions D and E.

TWOS Analysis

2 analysis can be utilized to obtain various strategies based on the SWOT Analysis offered above. A brief summary of TWOS Analysis is given up Exhibit H.

Strategies to exploit Opportunities using Strengths

Business needs to introduce more innovative products by large amount of R&D Costs and mergers and acquisitions. It might increase the market share of Business and increase the revenue margins for the company. It could also supply Business a long term competitive benefit over its rivals.
The worldwide growth of Business ought to be concentrated on market capturing of developing countries by expansion, attracting more consumers through consumer's commitment. As developing nations are more populated than developed countries, it might increase the customer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisRelayfoodscom should do cautious acquisition and merger of companies, as it could affect the consumer's and society's perceptions about Business. It ought to obtain and merge with those business which have a market reputation of healthy and healthy business. It would enhance the perceptions of customers about Business.
Business should not only spend its R&D on development, rather than it must also focus on the R&D costs over evaluation of cost of various nutritious items. This would increase cost performance of its items, which will lead to increasing its sales, due to decreasing prices, and margins.

Strategies to use strengths to overcome threats

Business needs to move to not only developing however likewise to developed countries. It ought to widens its geographical expansion. This large geographical expansion towards establishing and developed nations would reduce the risk of possible losses in times of instability in numerous nations. It needs to expand its circle to various countries like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

It must obtain and combine with those countries having a goodwill of being a healthy company in the market. It would likewise make it possible for the company to utilize its potential resources effectively on its other operations rather than acquisitions of those organizations slowing the NHW strategy growth.

Segmentation Analysis

Demographic Segmentation

The market segmentation of Business is based upon four factors; age, gender, earnings and occupation. Business produces several items related to babies i.e. Cerelac, Nido, etc. and associated to adults i.e. confectionary items. Relayfoodscom products are rather economical by practically all levels, but its significant targeted clients, in terms of income level are middle and upper middle level customers.

Geographical Segmentation

Geographical segmentation of Business is made up of its existence in nearly 86 nations. Its geographical division is based upon 2 primary factors i.e. average income level of the consumer in addition to the climate of the area. For example, Singapore Business Business's division is done on the basis of the weather condition of the region i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic segmentation of Business is based upon the personality and life style of the client. Business 3 in 1 Coffee target those customers whose life style is quite hectic and don't have much time.

Behavioral Segmentation

Relayfoodscom behavioral segmentation is based upon the attitude knowledge and awareness of the client. For instance its extremely healthy products target those consumers who have a health mindful mindset towards their intakes.

Relayfoodscom Alternatives

In order to sustain the brand in the market and keep the client intact with the brand name, there are 2 alternatives:
Alternative: 1
The Company must invest more on acquisitions than on the R&D.
1. Acquisitions would increase total assets of the company, increasing the wealth of the business. However, spending on R&D would be sunk expense.
2. The business can resell the gotten units in the market, if it fails to execute its strategy. However, quantity spend on the R&D might not be revived, and it will be thought about totally sunk expense, if it do not offer prospective results.
3. Spending on R&D offer slow development in sales, as it takes very long time to present an item. Acquisitions supply fast outcomes, as it supply the business already established item, which can be marketed soon after the acquisition.
1. Acquisition of business's which do not fit with the business's values like Kraftz foods can lead the business to deal with mistaken belief of consumers about Business core values of healthy and healthy items.
2 Big costs on acquisitions than R&D would send a signal of company's inadequacy of establishing innovative products, and would lead to customer's dissatisfaction too.
3. Large acquisitions than R&D would extend the line of product of the company by the products which are currently present in the market, making company unable to present brand-new ingenious items.
Alternative: 2.
The Company ought to spend more on its R&D instead of acquisitions.
1. It would enable the company to produce more innovative items.
2. It would offer the company a strong competitive position in the market.
3. It would enable the company to increase its targeted customers by introducing those items which can be offered to an entirely brand-new market section.
4. Innovative items will provide long term advantages and high market share in long run.
1. It would reduce the earnings margins of the business.
2. In case of failure, the whole costs on R&D would be thought about as sunk cost, and would impact the company at big. The danger is not in the case of acquisitions.
3. It would not increase the wealth of company, which might provide a negative signal to the investors, and might result I declining stock prices.
Alternative 3:
Continue its acquisitions and mergers with significant spending on in R&D Program.
Vrio AnalysisPros:
1. It would enable the business to introduce new innovative products with less threat of converting the costs on R&D into sunk cost.
2. It would provide a favorable signal to the financiers, as the total properties of the company would increase with its significant R&D costs.
3. It would not impact the revenue margins of the company at a large rate as compare to alternative 2.
4. It would offer the business a strong long term market position in terms of the business's total wealth in addition to in terms of innovative products.
1. Risk of conversion of R&D costs into sunk cost, greater than alternative 1 lesser than alternative 2.
2. Risk of misconception about the acquisitions, greater than alternative 2 and lesser than option 1.
3. Intro of less variety of innovative items than alternative 2 and high variety of innovative products than alternative 1.

Relayfoodscom Conclusion

RecommendationsBusiness has stayed the top market gamer for more than a decade. It has actually institutionalised its techniques and culture to align itself with the market modifications and customer habits, which has actually ultimately permitted it to sustain its market share. Business has established significant market share and brand identity in the urban markets, it is suggested that the company must focus on the rural locations in terms of establishing brand name loyalty, awareness, and equity, such can be done by developing a specific brand name allotment strategy through trade marketing strategies, that draw clear distinction between Relayfoodscom products and other rival products. Moreover, Business ought to utilize its brand name picture of safe and healthy food in catering the rural markets and also to upscale the offerings in other classifications such as nutrition. This will allow the company to develop brand name equity for newly introduced and currently produced products on a higher platform, making the effective usage of resources and brand image in the market.

Relayfoodscom Exhibits

PESTEL Analysis
Governmental support

Altering standards of worldwide food.
Improved market share.
Transforming assumption in the direction of healthier products
Improvements in R&D and also QA departments.

Introduction of E-marketing.
No such influence as it is good.
Worries over recycling.

Use sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Highest because 2000
Highest possible after Organisation with much less development than Company 4th Most affordable
R&D Spending Highest possible considering that 2005 Highest after Organisation 4th Most affordable
Net Profit Margin Highest possible considering that 2001 with rapid growth from 2006 to 2012 As a result of sale of Alcon in 2018. Virtually equal to Kraft Foods Unification Practically equal to Unilever N/A
Competitive Advantage Food with Nourishment and health element Highest number of brands with lasting practices Largest confectionary and also refined foods brand name in the world Largest dairy products and also mineral water brand name in the world
Segmentation Middle as well as top middle degree customers worldwide Specific customers together with house group Every age as well as Earnings Client Groups Center and also upper middle level consumers worldwide
Number of Brands 1st 7th 9th 6th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 38898 644116 824836 217284 896251
Net Profit Margin 7.68% 9.45% 72.87% 8.11% 73.93%
EPS (Earning Per Share) 38.23 3.63 7.58 3.58 57.26
Total Asset 351984 594739 834458 263541 71157
Total Debt 78371 12434 19462 16457 63776
Debt Ratio 49% 19% 82% 45% 81%
R&D Spending 7465 9576 4218 3671 1238
R&D Spending as % of Sales 1.61% 8.85% 1.75% 4.96% 1.15%

Relayfoodscom Executive Summary Relayfoodscom Swot Analysis Relayfoodscom Vrio Analysis Relayfoodscom Pestel Analysis
Relayfoodscom Porters Analysis Relayfoodscom Recommendations