Microenvironnement

Potential suppliers:

-Natural fruits and vegetables aren’t hard to find in Morocco, which can be a great advantage for our company.

• We can get suppliers from the country side (weekly markets) not only because the quality is sometimes the best and the price is appealing, but also because that would help the small local producers considerably and strengthen our image of societal engagement.
• Concerning the buns (hamburger’s bread, sandwich’s bread), producing them internally would be great because it will give credibility to the “all-natural” label we’re promoting. If the consumer comes to order food at the counter (since it’s a fast food), he’ll take a look and see the making of the bread he’s about to eat (whole wheat bread preferably).
• Other products that would be used in the process (almond milk, oat meals and rice crackers) can either be brought from cooperatives ( a lot of almond-based products are produced in local cooperatives near Casablanca and Marrakech)

Competitors:

Examples:

Pomme de pain/sojou/wraps’n’go/Bistrot burger: offers mainly sandwiches made from whole wheat bread with different fresh ingredients inside.

-Advantages: It was able to gain the Moroccan costumer’s trust and to build the image of a healthy alternative to fast-foods such as MCdo, BK…

-Disadvantages: Compared to the price, the sandwiches aren’t as good as one can expect. It’s something you can easily make at home and it will cost you two times less than buying it from them.

Opportunity: We have to make sure to suggest products that not only are healthy to the maximum but also exclusive. The products offered should be unique and of premium quality.

Suggestion: Quinoa, Almond milk based products, Gluten free products, Asai bowls, green smoothies, oat meals with different flavors, avocado toasts …

              Public involved:

• Media public: We have to promote our products using the accurate media. Since we will be selling healthy products that are on phase with a different lifestyle, we should be targeting radio stations such as Luxe Radio, social media, …
• Citizen-action publics: We can beneficiate from that public because we will be delivering healthy products meaning that:

1. We will help the fight against obesity;
2. Promote a healthier lifestyle;
3. Support local producers (as mentioned in the supplier’s part).

• General public: People are more and more aware of the importance of a healthy lifestyle. And in Casablanca, people have the means to spend more on their food, but they don’t have the time. So our products are likely to be appreciated by the general public since they’d be a healthy alternative to the greasy, unhealthy fast foods available on the market.

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