Democratizing Genetics-based Nutrition

Abstract

[eng] The current Master’s Thesis consists of a strategic market entry/expansion recommendation, coupled with a related practical exercise of approaching one of the outlined distribution channels for executing the aforementioned strategy. The strategy builds up from the core outwards, starting with the target customer and moving on to potential distribution channels. The actual strategy is described in general terms for all distribution channels, sequentially moves a customer through a product features’ learning and increasing purchasing probability funnel, and can in practice be customized per distribution channel upon implementation. As a parallel practical approach, which was part of the original practicum task, reaching out to 17 local Mallorquin pharmacies was planned for and took place over a period of 3 days to assess the appetite of the local fragmented pharmacy industry to get involved in the genetic testing market. These two tasks unfolded in parallel with no strategized follow-up between them, and should be evaluated independently by Alimentomica. The final recommendation would be to start with the outlined strategy or a form thereof and prioritize a distribution channel approach based on a chosen customer personae to be targeted, then move sequentially through the strategy, capture market feedback, adjust and start over the process for another customer personae, distribution channel etc. And in case continuous market feedback demands it, tweak and/or shift the strategy to better respond to the market reality. Once continuous and incremental strategy execution is running at a regular pace, expansion into other customer segments, distribution channels, markets with an afferent strategy rehaul could be contemplated.