Please watch the video to strengthen your understanding on Operation Strategy (9 min)
Please read the case study below and summarise your findings
|
Case study: 566 quadrillion individual muesli mixes – now that’s flexible (Figure. 2.8) |
|
|
The idea might sound somewhat unusual, but it has proved a great success. Three university students, Hubertus Bessau, Philipp Kraiss and Max Wittrock, in the small city of Passau, Germany, came up with the concept of my-muesli – the first web-based platform where you can mix your own organic muesli online, with a choice of 75 different ingredients. This makes it possible to create 566 quadrillion individual muesli mixes – and you can even name your own muesli. So, irrespective of whether you are a chocolate addict, a raisin hater or an athlete, this incredible variety will make it easy, say my-muesli, for anyone to invent their all-time favourite muesli. ‘We wanted to provide customers with nothing else but the perfect muesli’, they say. ‘Of course, the idea of custom mixing muesli online might sound wacky . . . but think about it – it’s the breakfast you were always looking for’ All muesli is mixed in the Passau production site according to strict quality standards and hygiene law requirements. Ingredients are strictly organic,
without additional sugar, additives, preservatives or artificial colours. On
first visiting the website customers first have to pick a muesli fruit, nuts
and seeds, and extras. And the company will deliver it direct by courier to your
door! The name for the
muesli (chosen by the customer) is printed on the can to make it even more
personal. Names chosen by customers for their individual muesli mixes
include: ‘reindeer food’, ‘donkey’s breakfast’, ‘sweet dream’, ‘paradise meal’ and, rather charmingly, ‘darling’s breakfast’. |
|
|
The company purchase their ingredients
from selected suppliers and dealers throughout the world. One of my-muesli’s
great assets is the multitude of eccentric and exotic ingredients (from over
20 countries) included in the product range, like carrots, Tibetan
goji-berries, cedar nuts or jelly babies. Philipp Kraiss, one of the company
founders, is constantly on the lookout for ‘new crazy and tasty’ muesli
ingredients. During its first year my-muesli was awarded several business
prizes (one of which was awarded by the Financial Times Germany), and has now
grown to have annual sales worth over 1 million euros, with over 40 people
working for the company. It has now expanded its operations to the United Kingdom.
‘We seriously hope that my-muesli will find just as many friends here in the
UK as in Germany and Austria’, says Max Wittrock, another of the three
founding members. ‘And we are looking forward to a great deal of feedback, so
we can continue to improve our products. Last year thousands of emails and
user replies in Germany really have helped us immensely with the project.
Because after all,’ Wittrock says, ‘it is supposed to be a user- generated breakfast.’ |
|
No comments:
Post a Comment