Superior Cusomer Responsiveness

Yummia

Superior Customer Responsiveness

Finally, the 3rd component to the functional strategy is customer responsiveness.

For Yummia or any other organisation to be truly successful they need to be supply products, which their market wants and needs. In order to be able to supply this product they need to have a focus on truly researching and developing their products for their markets needs.

Achieving superior customer responsiveness has 3 components. To supply customers with; what they want, when they want it and doing this without compromising long-term profitability.

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Yummia has taken a focus on targeting a niche market, which was pin pointed as a result of a large research and development process. Research and Development is defined as the investigative activities that a business chooses to conduct with the intention of making a discovery that can either lead to the development of new products or procedures, or improvement of existing products or procedures. This research has helped Yummia understand the wants of the market, which is absolutely essential in being successful during their introductory phase. This research has allowed the business to gain an understanding of the markets outside of their small niche and where their product and promotion may engage other individuals.

This so far has been successful for Yummia, who have been able to sustain positing in the market, meeting the customer's needs while meeting business objectives.

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Yummia has employed a feedback mechanism, which not only allows customers to provide their feedback but to also them to create a more personal relationship with the business founder, Mia. This is largely based around tastings at a selection of IGA supermarkets, Greenwood Plaza, Bondi Junction and various other CBD locations. Mia also opened a pop up store on manly wharf for a week, allowing for creation of awareness and once again a personal interaction with the potential customers. In addition to these in store tastings Yummia also participates in many local and big events including; Narrabeen markets, Bondi Farmers market and Bondi big breakfast (which was part of the Crave Sydney Food Festival). These markets are largely used to create brand awareness and trial new products.

Not only do they receive feedback at these tasting but also from online sources such as emails and social media. This allows those who have experienced the product to praise it but also make suggestions on how it may be improved.

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