Zur Kurzanzeige

dc.contributor.advisorNiedermann, André
dc.contributor.authorBühlmann, Samuel
dc.contributor.otherFirma: Vertraulich| Kontakt: Patricia Catanzaro| PLZ/ Ort: Zürich
dc.date.accessioned2015-09-02T07:28:46Z
dc.date.available2015-09-02T07:28:46Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/11654/4330
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2264
dc.description.abstractThis paper tests the feasibility of an online platform, that links producer and consumer in order to exchange goods and information; promoting the idea of a more decentralized food system, efficient and sustainable production methods and increased consumption of fresh and healthy food. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectOrganic Farming
dc.subjectHealthy Nutrition
dc.subjectFood Systems
dc.subjectInformation Technology Disruption
dc.subjectLean Startups
dc.subjectMarketing and Sustainability
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleFeasibility Study of an Online Organic Farmers Market -! Is a digital marketplace for healthy, fresh and locally grown food feasible?
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadThis paper tests the feasibility of an online platform, that links producer and consumer in order to exchange goods and information; promoting the idea of a more decentralized food system, efficient and sustainable production methods and increased consumption of fresh and healthy food.
fhnw.initialPositionIn recent decades, the number of consumer demanding for more transparency and sustainability has been growing. Switzerland is home of the consumer with the highest per capita spending on organic products. The total market volume is currently at 1,5 billion Swiss francs. About 5 percent of total market share belongs to small-scale producers that use direct marketing channels such as farmers markets, delivery or farm shops. One of them is the organic pioneer farm Niederried. They grow grass-fed Angus cattle and have been looking for an ideal marketing solution.
fhnw.procedureThe idea is to convert the current situation into a scalable startup, with the vision to connect and empower a sustainable food community. The proposed solution is a digital marketplace, which aims to facilitate producers to market and consumers to obtain fresh, healthy and locally grown products. The objective of the thesis is to conduct a feasibility study with a focus on the participants of the marketplace. Consumers and producers were polled about their current marketing and consumption habits as well as their attitude towards information technology in regard to food.
fhnw.resultsThe results reveal that reaching and retaining consumers is the primary concern of direct marketers. Consumers tend to be unhappy with the current state of food transparency. Origin is the main driver for conscious consumers buying decisions. Between both parties there is a difference in the perceived utility of information technology. Food romanticism prevails the direct marketing industry. Word of mouth and personal contact is the secret of small-scale producers success. The value proposition was stress-tested with landing pages. The project was nominated for an idea competition, where more feedback was generated. Legal, technical and E-commerce experts provide further valuable inputs. The evaluation of the most critical hypothesis does not support a digital marketplace as an ideal solution. Various pivot strategies provide alternative options to connect consumers and producers. Suggestions reach from an online butchery, a fresh-from-market delivery to a concious online community
fhnw.IsStudentsWorkYes


Dateien zu dieser Ressource

Thumbnail

Der Eintrag erscheint in:

Zur Kurzanzeige