TMA 01 is made up of two parts: Part A and Part B.
Part A: Case study – Gousto
Part B: Block 1 mind map
Evaluation of Gousto's mission statement, financial funding, external business environmental challenges and a mind map of subthemes throughout the Block.
B207 Shaping Business TMA 01 Chloe Jackson-Nott
Opportunities K2628294
900 words (Mind Map 95 words)
1. Wilson and Gilligan (2005) came up with six tests for a successful mission
statement. The first is to ‘be specific enough to guide staff’s behaviour.’ Looking at
Gousto’s statement, if a member of staff was asked about the product, they would be
able to explain that it involves delivering precise ingredients directly to homes; although
this doesn’t give a lot of information to the customer. How often would this be delivered?
How long does each recipe take to cook? The brand director, Anna Greene, has said
that there is still work to do to educate consumers on how recipe boxes work as ‘around
half of the UK still don’t fully understand.’
The second test is about fulfilling customers’ needs; the mission statement hasn’t
shown this. This is one thing Gousto are looking to improve as they lack a key
identifying characteristic such as gluten or dairy free unlike their competitor Hello Fresh.
The statement tries to encapsulate the organisation’s key skills as it suggests they have
‘delicious recipes’ but what customers aren’t aware from this single statement is that
they offer 50 recipes to choose from each week, which is double the number offered by
Hello Fresh.
The statement signals an opportunity by proposing it will become the most-loved
way to eat dinner. This suggests that this will become the new norm and popular way to
order in your food/groceries. There are no threats stated but Greene is aware that this is
a big challenge as they will need to change customer behaviour and that people are
used to shopping in supermarkets or online.
This could be achievable due to the current COVID-19 pandemic as more and
more people have taken to conducting food shopping online rather than going into
supermarkets or even being forced online if they are self-isolating. This is an opportunity
for customers to try new things and make it easier for their family to work together with
the cooking.
The final test to a successful mission statement is to be adaptable. This is
suggested in the statement with ‘we harness technology.’ This is also evident in the
case study as Greene has claimed the brand ‘stands out because of its superior
technology.’ They also offer delivery seven days a week at a wider range of timeslots,
which helps families adapt by working out when they need new boxes and when they
are available to take in the delivery.
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