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César Ritz Colleges Washington State University

BA in Hospitality Business Management

Assignment 1: Identifying Unmet Needs

Submitted: 17th Oct 2022

By: Grace Lyu 742336

Cramarennco Milana 7445042 Elena Qian 743016

Submitted to: Professor: Dr. U. N. Umesh

Introduction

Nowadays, many young and middle-aged people are using delivery services like Uber Eats or

Eat.ch in Switzerland. According to the research, the majority of active online consumers in the

food industry place an order at least once a month. 18% of people order at least weekly. The

average spend per purchase is mostly less than CHF 100, with a high point between CHF 76 and

CHF 100. Consumers mostly purchase packaged foods, fresh foods, and cold beverages online.

Unfortunately, not everywhere in Switzerland these deliveries are existing, so not everyone can

use these delivery apps. The data shows that there is no delivery of goods services that are

working 24 hours per day. In addition, there are no services from the supermarkets where you

can order goods online during the day.

There is a huge potential for the delivery market and a new type of service that will help people

in all areas of Switzerland not to waste time going to the supermarket after work. There will be

an App which is called Fresh 24 that includes the following services: delivery of every good

from supermarkets like Migros and Coop, and a night delivery from our own storage. Customers

can choose the goods they want to order and the delivery time as well. This service will help

many people to reduce time and to convenient lifestyles.

Limited Time：

Unfortunately, in Switzerland, it is very difficult to find a place where you can buy groceries

after work. In Switzerland, opening hours are from 8 a.m. to 5 p.m. Coop and Migros working

times are from 8 a.m to 6 p.m. Some people need to pick up their kids from school, and some of

them need to go to visit their parents because they take care of them. And statistics show that

people here for comfort do not have such a service as we provide. So, some people physically do

not have time to go from work to the shop. That is why our app provides the possibility to choose

a time and date for when the delivery workers can arrive at the customer. In addition, Uber Eats

App does not provide a possibility for delivering groceries and the customer cannot choose any

delivery time.

A person can live alone, get sick, and not have the strength and ability to go shopping because he

lives far from the city. By using Fresh 24 this person can order some necessary pills for himself.

Since pharmacies are also working only on a fixed time our app will provide just the necessary

drugs for people during sickness. If a person lives in a village, then the store can be 30 or 40

minutes from home, that is why for some people it is easier to buy frozen semi-finished products,

which leads to stomach diseases. Our app will provide only fresh products that are not going to

harm peoples health. Since not everyone has a car, a person has to carry bags in his hands, and this

is also very uncomfortable to carry with you big groceries bags. That is why our workers will

deliver the groceries only by car so it will be faster and easier for both sides. It is a good way to

save time by using Fresh 24.

Food Delivery Market:

The chart below shows the change in the number of people who have used food delivery in

Switzerland over the past few years and the number of people who are forecast to use food

delivery in the next few years. The graph shows that the number of people using food delivery

has been rising and will continue to rise in the coming years (Statista. 2022). This means that

now the food delivery market has been accepted and used by most people. So choose the food

delivery market, which is what people need in life, and the market will only be used and needed

by more people in the future.

(Statista. 2022)

On the official website of uber eats, people can search for different kinds of food, or search for

the restaurant or food they want to order according to the national food classification, as shown

in the picture below (Ubereats.com. 2022). Although there are many types of restaurants, there is

no option that offers supermarket shopping for delivery. People can not buy the fresh ingredients,

fruit, or groceries they want online and have them delivered to their homes immediately after

placing the order. This is the current gap in food delivery. When people do not want to go out to

buy, or they do not have time to buy ingredients at work, and they do not have fresh ingredients,

it is very convenient to provide home delivery. It was seeing this gap that led to the desire to

create a service that would provide people with delivery from supermarkets to everyone. The app

only offers purchases from supermarkets and home delivery. The app provides customers with a

variety of product options that can be purchased from the supermarket and purchases the desired

product on the app. This is when the supermarket is open. After the supermarket closes, the app

will provide customers with items in stock, including daily necessities.

(Ubereats.com. 2022)

Limited Payment Choice:

On the other hand, the payment method of uber eats is more limited, uber eats can only use

PayPal, credit or debit cards (Business Insider. 2022). As for cash, it is only available for

individual merchants now, and it is not universal (Business Insider. 2022). And uber eats uses the

cash recharge method, which is not scientific because there will always be remaining funds in the

account that cannot be used up (Business Insider. 2022). Not being able to use cash is

inconvenient for Swiss people, and sometimes people just want to pay in cash. This is also a

demand gap, so there are a variety of payment options for the app, people can choose to pay with

a credit or debit card, or pay with cash. Depends on the customer's personal orientation choice.

Limited Area:

There are several cities in Switzerland where Uber Eats is not yet accessible (Find Eats In Your City

| All Cities | Uber Eats, 2022). In the area, for instance, where Cesar Ritz University's two campuses

are situated, we are unable to utilize Uber Eats and are not covered by delivery service. On the

other hand, many students on campus see meal delivery as a desirable alternative. It is possible

that Uber is taking a relatively cautious approach to expanding into international markets. On the

other hand, Uber Eats, which is the company's second largest revenue source platform, clearly

has a coverage rate that does not meet the needs of customers as the platform's user base

continues to grow.

Because Uber Eats is only a platform, the individuals who deliver the food are not employees of

the business. As a result, in many instances, the persons who deliver the food are unable to

precisely locate the location where the food is supposed to be delivered. In addition, since

Switzerland has its own unique linguistic context, the staff members who bring meals may or

may not be able to speak English. When trying to determine the precise delivery address for a

visitor over the phone, it might be challenging to have a conversation with the guest. It is also

possible that the food will not be delivered, that the delivery team will be unable to locate a

suitable location to throw away the food, or that the incorrect delivery will be made. In addition,

recovering the money you spent on a meal via Uber Eats is a difficult process with a low chance

of success.

Despite the fact that the customer's native language is included in the system language, Uber

Eats does not accept additional modifications since it is an international software. Because many

restaurants in Switzerland do not offer Uber Eats in English, the language of the restaurant menu

does not support translation or switching between languages, and not all dishes will have pictures

attached to them, this has a certain impact on the orders of many customers who do not know

German or French. The mobile application will support a wide variety of languages. There are

inconsistencies in the language used by the system, the restaurant menu, and the map. In a

general sense, it is very inconsistent and does not make the most of the convenience that

customers want.

And fresh 24 intends to provide an alternative to all Swiss Uber Eats consumers who are

dissatisfied. Fresh 24 establishes many centers in Switzerland, each of which will span a

20-kilometer radius until all Swiss towns are covered. All of the delivery workers will be

employed by Fresh 24 organization, and they must complete systematic training prior to

beginning work in order to reduce the likelihood of lost products and incorrect delivery

addresses. In the event that the items are still not delivered, consumers may contact merchants

and delivery workers using the app's platform, and the Fresh 24 will reimburse or reschedule the

delivery. Online interactions with merchants and delivery employees will be translated

automatically. Even though Fresh 24, delivery personnel, and consumers speak a variety of

languages, they are able to communicate effectively. For app system language, the language of

restaurant menus and maps will be consistent with the user's mobile phone system language and

may be changed.

Conclusion

According to the survey the results show that: 10 people out of 10 would like to have a 24 hours

goods delivery in Switzerland. Most people think that the food delivery in Switzerland has

limited area, limited time, and limited payment methods. 9 out of 10 would like someone to

deliver the goods to them right away from the supermarket. Also, they would order from the 24

hour storage food during the night. In the end, responders would like a delivery service that

covers all the areas in Switzerland. In conclusion, this data shows that most of the people would

use Fresh 24 App for making orders, and that it will be more comfortable for them by reducing

the time in the shops.

References:

Statista. 2022. Online Food Delivery – Switzerland | Market Forecast. [online] Available at:

<https://www.statista.com/outlook/dmo/eservices/online-food-delivery/switzerland#users>

[Accessed 14 October 2022].

Ubereats.com. 2022. Meal delivery at home in Genève | The best restaurants | Uber Eats.

[online] Available at: <https://www.ubereats.com/ch/city/gen%C3%A8ve-ge> [Accessed 14

October 2022].

Business Insider. 2022. 'Can you pay cash for Uber Eats?': Yes, but not in the U.S. — here's how

to pay for Uber Eats in all locations. [online] Available at:

<https://www.businessinsider.com/guides/tech/can-you-pay-cash-for-uber-eats?r=US&IR=T>

[Accessed 14 October 2022].

Ubereats.com. 2022. Find Eats In Your City | All Cities | Uber Eats. [online] Available at:

<https://www.ubereats.com/ch/location> [Accessed 17 October 2022].

César Ritz Colleges Washington State University

BA in Hospitality Business Management

Assignment 2: Generating Products to Meet the Unmet Need

Submitted: 30 Oct 2022

By: Jiayi Lyu Grace 742336

Cramarennco Milana 744504 Elena Qian Miao 743016

Submitted to: Professor: Dr. U. N. Umesh

Organize the customer needs and come up with a set of product specifications that could

meet those needs better than current products.

In the first assignment, we pointed out that the current takeout service in Switzerland cannot

meet the needs of customers. Specific performance in three aspects, limited time, limited location

and limited payment methods. Not everyone has time to shop at supermarkets before they close,

not all places have takeaway services, and not all payment methods are accepted.

And our company "Fresh 24 Hours", as the name implies, operates 24 hours, which is a good

solution to the Swiss problem of time limit, whether it is take-out or shop. Fresh 24 Hours

wanted to offer a new option to all Swiss users who were not satisfied with Uber Eats. We will

set up several centers in Switzerland, and these centers will cover a 20 km area until they cover

all the towns in Switzerland. All the delivery personnel will belong to our company's staff, and

they need to receive systematic training before they start work, to minimize the problems of lost

items and wrong delivery addresses. If the goods are still not delivered, customers can contact

the merchants and delivery personnel on the app platform in a timely manner, and then the

company will compensate or make up the delivery. Online contact with merchants and delivery

personnel will be automatically translated in language. Even though businesses, delivery staff

and customers all speak different languages, they can communicate smoothly. For app system

language, restaurant menu language and map language will be consistent with the user's mobile

phone system language, and can be modified at any time. All payment methods will be accepted,

both online and offline.

Generate Concept(s). This is a brainstorm-type exercise. Come up with at least five ideas

that could meet these unmet needs. These could be physical products, a set of services, or

some combination. Use your imagination.

Refine the concept using ideas in Chapter 5 of your textbook. You do not have to go

through ALL the steps described in the textbook, as that would be too extensive.

After some brainstorming Fresh 24 company decided to include 5 more unmet needs and

services in the company so that the consumer will be even more satisfied. The purpose of Fresh

24 Hours company is to make people’s lives easier so these services will be very useful for them.

To begin with, the first idea with which we came up is to provide warm food vending machines

at bus stations. Our priority is that the consumer can get any time, any day food 24/7. The

customer will be able to buy for himself a warm soup, or delicious pasta with sauce, crapes, etc.

In addition, there will be a sector for cold meals, where you will be able to buy salads,

smoothies, or yogurts. This is for people who are running late for work, do not have time to wait

for our delivery, are just very hungry, and do not want to pay extra for the same quality of salad

in a restaurant.

The second idea was to have a function in the app of a weekly purchase list. It is a service that

will provide an opportunity to do these lists a couple of days in advance and the app will

automatically remember what the customer ordered last time. It is very functional for big

families, so they do not need to order supermarket delivery every two or three days.

Thirdly, we are going to have a drone delivery option. What is more, it will be more sustainable.

But drones are going to deliver just small packages of food. Maximum five to seven kg. It may

be faster during the day since drones are not like cars that sometimes stay in traffic jams.

We would like to provide a loyalty program for the customers. Each of the customers after the

third order will get automatic points and after some time will be able to buy something for free.

It can be food or cookware. These points will start to be credited if the order is more than 20

CHF.

The last service that we came up with is to provide people with everything to grill. This means

that customers are going to be able to rent a grill for a day or two. It is a good possibility for

people that do not want to buy a grill or just do not have enough space to keep it.

The most promising ideas are vending machines with food supply, a function in an app of a

weekly purchase list, and a loyalty program with the accumulation of points.

Describe the final product form. Describe the market for that product by defining who

would buy it and what kinds of products it would pull sales away from. Make sure you

have searched for similar products in similar markets on the internet (so you have to

describe the market as well).

The final form of our product will be an app called “Fresh 24 Hours” where we offer all the

items that can be bought from the supermarket, with home delivery, available 24 hours a day.

People can find our software and download it from mobile phones or any electronic product.

People can buy what they want from the app and place an order, and someone will deliver it to

their door.

The figure below shows the proportion of people who use the food delivery app in Switzerland

by different age groups. It can be seen that almost all age groups in Switzerland use the food

delivery app. 25 to 54 years old is the largest age group.

The main audience of “Fresh 24 Hours” customers is almost all people, and almost most people

will need to use our app. Includes young adults from Gen Z and Millennials, busy office

workers, parents of young children looking for convenience and grocery delivery solutions, and

seniors who are retired at home. They can purchase the products they want on our app in advance

before leaving work, and the products just arrive at home when they get home. In addition, when

people who live alone are sick and do not have the strength to go to the supermarket to buy

products, they can directly buy products on the app, and they can get the products they want

without leaving home. For the elderly with limited mobility, supplies can be easily obtained.

“Fresh 24 Hours” app has facilitated the purchasing method of life for most people.

(Similarweb.com. 2022.)

The picture above shows the top five most downloaded food delivery apps in Switzerland

recently. As you can see from the graph, Too Good To Go is in first place, followed by

McDonald’s, Uber Eats, and Just Eat in third and fourth positions. Burger King is the fifth most

downloaded app. It can be seen that people have been using apps like food delivery. And Uber

Eats has always had a certain position in the market.

(Statista., 2022)

The above picture shows the share of users of each food delivery app in Switzerland. As can be

seen from the chart, the largest share of usage is Just Eat Takeaway.com, which holds 60% of the

market share and has a relatively large competitive advantage. Next is Uber Eats, but it only

accounts for 20% of the market share usage, which is quite a stark contrast to the market share of

Just Eat Takeaway.com. Of the remaining 20%, Smood accounts for 10%, and the rest of the

food delivery app only accounts for 10%.

The biggest competitors for the “Fresh 24 Hours” app are Just Eat Takeaway.com and Uber Eats.

But they do not provide the services that our app provides, like we mentioned in assignment 1,

we are not working with restaurants to deliver food from restaurants to guests. Instead, buy daily

necessities, food, or household items from the supermarket and have them delivered to your

door. And not all restaurants are open 24 hours. Providing different kinds of home delivery

services and 24 hours business hours is the competitive advantage of the “Fresh 24 Hours” app.

References:

Statista. 2022. Online Food Delivery – Switzerland | Market Forecast. [online] Available at:

<https://www.statista.com/outlook/dmo/eservices/online-food-delivery/switzerland#users>

[Accessed 29 October 2022].

Similarweb.com. 2022. Top free apps ranking – most popular apps in Switzerland – similarweb.

[online] Available at: https://www.similarweb.com/apps/top/google/app-index/us/all/top-free/

(Accessed: October 30, 2022).

César Ritz Colleges Washington State University

BA in Hospitality Business Management

Assignment 3: Domains, Trademarks, and Patents

Submitted: 14 Nov 2022

By: Jiayi Lyu Grace 742336

Cramarennco Milana 744504 Miao Qian Elena743016

Submitted to: Professor: Dr. U. N. Umesh

Domain names

The potentially available domain names for my delivery services business are; fresh24app.net,

fresh24.online, freshdelivery.net, and fresh24order.net. The success rate while finding available

domains was 57% after having to do 7 trials and having 4 successes. The most common

misspellings and twists in the first domain, fresh24app.net are; fresha24app.net, 24appfresh.net,

freshapp24.net, and appfresh24.net. Purchasing all the domain names including transferring them

to an Internet Service Provider will cost $40.96. Most shoppers must use specific keywords when

finding this kind of service. Therefore, the following keywords must be used; fresh24 order,

fresh 24, fresh market app, fresh grocery, fresh24/7 app, fresh direct app, 24/7 order app, and

24/7 delivery. All the above keywords might cost $10.84. Having a domain name not only

provides visibility for your brand but also creates awareness and attracts customers. Establishes

your business as tech-savvy and forward-thinking. Whether you actually sell products online or

not, it is crucial to your reputation to claim your territory online. The domain name also gives

your business instant credibility and puts you in the same online marketplace as your largest

competitors. Having keywords in a domain also plays a very crucial role when it comes to

getting traffic to a website. Users type enter keywords into their search queries and they are more

likely to click on domain names and links that contain those keywords.

List of Competing Trademarks and Features

Wordmark Live/dead Goods and services

Jenny Fresh Live Offer food delivery to refrigerated food packages

consisting of meat, processed food, and fresh fruits.

Just fresh direct Live Offers services on processed cereals, bottled water,

and fresh juices, and dairy products.

Foodkick by

freshdirect

Live Mobile software application featuring information

about food and grocery products, and for

shop-at-home ordering of food and grocery

products and allows tracking of the orders till they

get delivered.

Pick fresh delivery we

bring it to you

Live Online retail grocery store services featuring fresh

organic and sustainably grown food with delivery

service.

Prestofresh, grocery,

delivery

Live Retail, and online grocery store services featuring

home delivery service

Freshtake grocery Live Retail grocery stores

Freshtoorder Live Restaurant services featuring freshly prepared

salads, panini sandwiches, and entree plates.

Fresh tasty. Farm to fit.

· Meal delivery

Live Food preparation services featuring fresh, properly

proportioned, healthy meals designed to fuel

metabolism and burn fat and made to order for

delivery or pick up.

The Freshmarket Live Restaurant services are provided within or

immediately adjacent to the applicant's retail

department stores.

Fast order 24/7 Live This is a call center service. It takes orders from

restaurants and delivers the order to the restaurant

kitchen so that the order is not missed. A software

and physical call center service provides this

service.

Keywords

The available trademark name on upsto.gov is fresh24 (United States Patent and Trademark

Office, n.d.). It provides the following services: delivery of every good from supermarkets like

Migros and Coop and a night delivery from our own storage. Customers can choose the goods

they want to order and the delivery time as well. This service will help many people to reduce

time and too convenient lifestyles. The trademark can be used in numerous businesses which

include; online retail grocery, restaurant businesses providing both sit-in and delivery services to

customers, fruit vendor businesses, and dry cleaning businesses (Nandan, 2020).

Trademark classes that can fit fresh24 are; Meat and Processed Food Products – since it covers

part of the services that fresh24 offers which include; edible fats and oils, milk and milk

products, eggs, compotes, jams, jellies, dried, frozen, preserved, and cooked vegetables and

fruits, meat extracts, meat, and fish. Clothing and Apparel Products class – headgear, footwear,

and clothing. Houseware and Glass Products class – Household or kitchen utensils and

containers; porcelain and earthenware, glassware, steel-wool; unworked or semi-worked glass,

brush-making materials, brushes (except paint brushes), and combs and sponges.

Ropes, Cordage, and Fiber Products class – raw fibrous textile materials, padding, and stuffing

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