Reference no: EM132237707

Identify two (2) additional target markets upon which Sprig should focus. Within your response identify at least two (2) consumer segments and within each segment identify at least two (2) attributes for each segment. Finally discuss why those attributes would be the best to focus on specific to Sprig. (**at least 400 words if possible**).

Here is the article:

What’s for dinner? Sprig would like to play a part in a health-conscious customers answer to that question. Sprig is an on-demand delivery restaurant that offers balanced meals which are fully prepared and delivered in 15 to 20 minutes. The company focuses on using the freshest ingredients to create innovatively delicious food that supports a healthy lifestyle. It’s target market includes those who have busy schedules and desire meals that include servings of fruits, vegetables, proteins, any other nutrients. Sprigs website claims, “ We use the best ingredients to create dishes that are high on flavor and low on butter, oil‘s, and sugar.“ Customers have a choice of ordering meals via the Internet or by an app.

CEO Gagan Biyani realized as he worked at ride sharing company Lyft that when he ordered on demand meal delivery he was relying way too much on unhealthy options like pizza. So in 2013 he created a company that gives the health-conscious customer better choices without compromising speed or convenience. Jessica Entzel, executive R&D chef and Biyani’s first employee, manages Sprig’s menu development. She teams with Nate Keller, a former executive chef for Google, who develops relationships with local farmers and manages the company sustainability efforts. Keller has a great deal of freedom and a large budget to experiment with the recipes and then test them with the host of eager tasters. Sample menu selections include grilled jerk chicken with habanero slaw, beef keema with roasted red potatoes and cabbage, and truffled Mack and cheese with cauliflower bechamel.

Sprig uses data continuously collected from customers to a refine the menu and ensure consistent delivery of desirable, innovative meals that offer high value. Entzel studies customer feedback on each item to see if it meets and exceeds customer expectations. When the ratings are not as expected, she digs deeper into the responses to discover ways to fix the problem before including that item on the menu again. She also makes sure the presentation of the meal is first rate, a difficult task to accomplish consistently in on-demand delivery. Hence, the meal development process takes into account how to transport the food without it arriving to the customer as an unattractive mess.

The on-demand delivery segment of the restaurant industry is developing and attracting attention from many new players. Munchery delivers fresh food entrées, sides, desserts, drinks, and kids meals in San Francisco, New York, Los Angeles, and Seattle. It offers ready to cook meals that are delivered with directions on how to successfully complete the dish. Postmates operates a network of local couriers to deliver meals through a service called Pop that promises food delivery in 15 minutes or less. Pop is fast because it eliminates the pickup leg. Rather than spending time traveling to a specific merchant location or waiting for the food to be prepared, Postmates drivers who participate in Pop carry an inventory of freshly made items ready to drop off immediately. Even Uber is in the market with UberEats, it’s own on-demand meal delivery service that uses existing Uber technology and customer relationships for competitive advantage.

So what’s next for Sprig? Are they on the right track targeting only the smaller health-conscious segment of on-demand delivery? Biyani expects the on-demand delivery market to experience shake-out among competitors similar to what was experienced by the search engine, social media and other tech markets---that is, a shake-out of initial providers with only a few remaining competitors today.