Lecturer: Dr.

Nguyen Hong Anh

Course: Business Plan

NutriPack
BUSINESS
PLAN

INTERNATIONAL UNIVERSITY – VNU HCMC

MASTER OF BUSINESS ADMINISTRATION
 BUSINESS PLAN
Company: NutriPack

Course: Business Planning

Lecturer: Dr. Nguyen Hong Anh

Group member:
Nguyễn Thị Quế Hương - MBAIU23026
Nguyễn Thị Thu Hiền - MBAIU23011
Võ Nguyễn Như Quỳnh - MBAIU24019
Jan Funk - MBAEX24003
Goldinova Nika - MBAEX24005

Contents
I. EXECUTIVE SUMMARY........................................................................................................4
1. Reason for choosing the business.........................................................................................4
2. Information of the company.................................................................................................4
 3. Details about the products...................................................................................................4
II. PRODUCTS PLAN:...................................................................................................................5
1. Business model....................................................................................................................5
2. Investment...........................................................................................................................6
3. Employee skills....................................................................................................................6
4. Partners...............................................................................................................................7
5. Competitive Advantages......................................................................................................8
III. INDUSTRY & MARKET ANALYSIS.........................................................................................9
1. Industry analysis.................................................................................................................9
1.1 Industry size and growth rate............................................................................................9
1.2 SWOT analysis................................................................................................................11
2. MARKET ANALYSIS.......................................................................................................13
2.1 Market Segmentation/Target Market Selection................................................................14
2.2 Target market analysis....................................................................................................14
2.3 MSADA Analysis.............................................................................................................15

I. EXECUTIVE SUMMARY
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 and strengthening the
immune system, a nutritious balanced diet is becoming an indispensable part of their
everyday lifestyle. Moreover, as keeping a fit body without being too skinny or skinny –
fat has become extremely crucial for modern people, the demand for healthy but
convenient and time – saving meals is increasing significantly.

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. In order 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.

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 bodies. 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 3 main different purposes of customers:
· Meal no. 1: is specially designed for people who want to lose weight.
· Meal no. 2: is customized for those who want to gain weight.
· Meal no.3: is provided for people who want to stay healthy.
 · Special order: is a personalized diet tailored to target more specific
requirements of customers based on physical checkups of their own body
types.
*All meals will be based on the nutrition standards of nutritionists

II. PRODUCTS PLAN:

1. Business model
NutriPack's primary business model is an online store because of its increasing
relevance and the array of benefits it offers us over traditional business models. An online
model allows us to run a lean and efficient operation, which helps to maximize our
potential profit. With no storefront to maintain, we can allocate our resources
strategically towards areas that directly impact our bottom line, such as quality ingredient
sourcing and targeted marketing as well as the menu specifically to health-conscious
consumers. Online platforms make healthy eating incredibly easy for our customers.
They can place orders and schedule deliveries easily but not have to go outside to buy.
We will give them a specific list of healthy foods they can choose best for themselves and
deliver food to customers based on their needs, fitting seamlessly into their busy lives.
However, while the main target audience is officers, the demand during lunchtime
is very high and most of them have lunch at the same time, so it is a big challenge when
we depend on delivery shippers of Grabfood, Shopeefood or even we have our own
delivery staff. To solve this problem, distribution of ready-made meals in coffee shops in
high traffic locations, near office buildings in the central district (D1, D3, D10, D.Binh
Thanh, D.Tan Binh) is an innovative solution. Meals are needed to forecasted and
manage carefully with batch deliveries, and NutriPack will provide basic training to staff
of coffee store partners about meal nutrition and how to handle delivering the good
quality of food and ensuring brand experience. Customers can reduce waiting time for
delivery in the peak-time and enjoy the benefits from coffee shops like seating, Wifi and
have their drinks after meals.
This hybrid model provides customer convenient experience, increases brand
awareness and exposure and optimizes delivery logistics also.

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,
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. Employee skills

The general manager is responsible for overseeing all aspects of business

operations, including strategic planning, budgeting, and performance tracking. This
individual ensures that NutriPack meets its business objectives and grows according to
plan. By maintaining a high-level view of the company’s performance, the general
manager helps align all departments with NutriPack’s goals and facilitates coordinated
growth.

The head chef and nutritionist is dedicated to developing customized meal plans
and recipes in collaboration with certified nutritionists. They focus on creating meals that
are healthy, balanced, and tailored to the specific needs of office workers who prioritize
convenience and nutrition. This role can be filled as a consulting position rather than a
full-time role, allowing for flexibility while bringing in expert guidance to ensure
nutritional quality.
 The meal prep team is responsible for the daily preparation and packaging of
meals, ensuring quality and freshness. This team follows specific guidelines set by the
head chef and nutrition experts, ensuring that every meal aligns with NutriPack’s
standards. Their attention to detail and consistency are key to delivering high-quality,
ready-to-eat meals that fit the needs of busy professionals.

The customer support representatives handle customer inquiries, manage orders,

and resolve any issues that arise. In addition to general support, they consult with
customers regarding customized meal plans and gather feedback to continuously improve
service quality. This role is crucial for maintaining customer satisfaction and adapting
NutriPack’s offerings to better meet the needs of office workers looking for convenient,
healthy meal options.

This structure ensures that each team member contributes to a smooth operation,
focusing on delivering NutriPack’s mission to provide nutritious, accessible meals for
health-conscious office professionals.

4. Partners

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.

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.

5. 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
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.

Besides, choosing the target audience of office workers aged 22 to 40 is an

important population that requires quick, healthy meal options during demanding
workdays. This precise targeting ensures that marketing efforts are well-focused and in
accordance with client expectations. Moreover, the emphasis on social media activities
and influencer connections aims to effectively raise brand recognition and engage with
health-conscious consumers.

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
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.

NutriPack primarily operates as an online store, which saves administrative costs

involved with running a physical storefront, allowing them to invest more on quality
products and digital marketing campaigns. This effective technique is consistent with
Vietnam's increasing e-commerce and food delivery trends. Besides, partnership with
coffee shops drives us to a hybrid distribution model, in which NutriPack achieves good
cost control by eliminating large physical facilities and employing coffee shops as pick-
up locations. Furthermore, the firm has accumulated sufficient financial resources to
maintain operations during its early development phase, ensuring stability even during
economic downturns.

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.
 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.

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. First of all, 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 (in delivering
successful plans in recruiting potential customers, and operations (to keep the business
running smoothly). Secondly, 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. Thirdly, NutriPack has 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, navigating
initial losses. The stability in finance allows our business to focus more on bringing
exceptional value to consumers. Last but not least, we can optimize costs by not having
large business premises as this is an online business model. By not having large space,
we can avoid more costs in hiring service staff and invest more in the quality of the food.

WEAKNESSES
Besides the strengths, there are also several weaknesses that can hinder the
development of our business. The first weakness is 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. The second one is that 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. The third imperfection is 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. Lastly, 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. 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. In addition, 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 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. Moreover, 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.

THREATS
NutriPack also faces different external threats from the market. Initially, 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. In the second place, shifting consumer preferences is also a
threat that can be taken into consideration. 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. Furthermore, 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. Besides, we can struggle with 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. The final risk is 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.
MASADA 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.
 2.1 Market Segmentation/Target Market Selection

NutriPack targets office workers, a group whose largely sedentary lifestyle places
them at risk for weight gain, particularly in areas such as the abdomen, thighs, and arms.
Office workers, particularly those between the ages of 22 and 40, often seek 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, while older individuals may
prioritize long-term health and stress management. NutriPack’s menu offerings provide a
practical solution for this demographic, combining convenience with balanced nutrition
to suit the varied needs of office workers.

2.2 Target market analysis

Geographics
Geographically, NutriPack's target market is concentrated in Vietnam, particularly
in urban centers such as Ho Chi Minh City and Hanoi. Large, densely populated cities
provide ample opportunity for NutriPack to reach a broad customer base, as their
developed infrastructure and diverse lifestyle options attract more customers..
Additionally, the tropical climate of Vietnam may influence customer preferences toward
lighter, hydrating meals, which NutriPack can incorporate into its menu to better serve
local tastes.

Demographics:

From a demographic perspective, office workers tend to range from young adults
to middle-aged individuals. While the goals and dietary preferences of different age
groups may vary, all fitness-focused individuals share a desire for meals that support their
active lifestyles. NutriPack’s ability to cater to these diverse needs with targeted meal
plans enhances its appeal to this market segment. This market segment exhibit 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 themselves and their dependents. The inclusion
of expatriates and foreign professionals in Vietnam further broadens NutriPack’s target
market, as this small but significant population may have different dietary preferences,
providing an opportunity for the company to diversify its product offerings.

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. This group are 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 alike experience key moments throughout the day when convenient,
nutritious meals are essential. Office workers may require quick lunches at the office,
easy-to-prepare dinners after a long workday, or snacks that can be consumed while
working. This group benefit from NutriPack’s ability to deliver convenient, balanced
meals that support their respective goals—whether that be improved athletic performance
or sustained energy during long work hours.

Customer Loyalty
Finally, NutriPack has the opportunity to foster customer loyalty for the target
segment. By consistently providing high-quality, nutritionally balanced meals, the
company can position itself as an indispensable service in the lives of these consumers.
Additionally, by catering to dietary restrictions—such as gluten-free, dairy-free, or low-
fat options—NutriPack can further enhance customer satisfaction, ensuring that
individuals with specific needs are accommodated. This focus on personalization 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.

2.3 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.

Substantial
The organic food market in Vietnam strongly aligns with NutriPack’s strategic
objective of providing health-conscious, convenient meal solutions. More than 60% of
Vietnamese consumers show interest in organic food and following dietary regimes.
Statista further projects a 7.23% compound annual growth rate (CAGR) in food market
revenues from 2024 to 2029, indicating robust market growth. Additionally, consumer
surveys reveal that people are willing to pay 10% more for organic and natural products.
This willingness to pay a premium for higher-quality foods supports NutriPack’s business
model of offering premium-priced, organic meal solutions and confirms a favorable
strategic fit with the growing market demand for healthy, organic food products.

Accessible
NutriPack’s business model is designed to be highly accessible to health-conscious
consumers in HCMC. By leveraging an online platform and partnering with delivery
services, NutriPack ensures that its meals are easily accessible to consumers, while
maintaining minimal overhead costs by avoiding a full-fledged storefront. NutriPack's
model includes a small physical pick-up point in addition to its robust delivery
operations. This setup enables NutriPack to reach its target demographic efficiently,
providing convenient meal options tailored to the busy schedules of office workers who
often lack the time to prepare healthy meals.

Differentiable
NutriPack differentiates itself in the competitive market through its emphasis on
customized, organic meal plans and the use of eco-friendly packaging, a practice that
resonates with 64% of consumers who prioritize sustainability. The company’s offerings
are designed to address specific dietary needs associated with a sedentary lifestyle, such
as managing weight gain around the abdomen, thighs, and arms. By focusing on meal
plans that support overall health, NutriPack addresses common pain points for office
workers, further strengthening its market differentiation.

Actionable
NutriPack's marketing strategy leverages the growing trend of Vietnamese
consumers using social media to research health products, with data showing that 80% of
consumers in Vietnam engage with social media for this purpose. NutriPack plans to
utilize this trend through targeted social media campaigns, partnerships with local
businesses, and collaborations with influencers who focus on health and wellness for
busy professionals. This marketing approach provides a clear, actionable framework for
reaching office workers, aligning efforts with consumer behaviors and preferences. By
focusing on digital engagement, NutriPack aims to build brand awareness and foster
customer acquisition in line with modern consumer trends.
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