Integrated Case Study Analysis

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 Table of Contents
Chapter 1: Introduction to the Case Study.......................................................................................3

1.1 Problem Statement.................................................................................................................3

1.2 Research aims and objectives................................................................................................3

1.3 Structure of the report............................................................................................................3

Chapter 2: Description of the situation............................................................................................5

Chapter 3: Problem Statement.........................................................................................................7

3.1 Problem Statement.................................................................................................................7

3.2 Proposed Plan for Analysis....................................................................................................7

3.3 Relevant Literature Review...................................................................................................8

3.4 Identification of techniques for relevant case study...............................................................8

3.5 Evaluation of concepts, models, theories, and research relevant to the case study...............9

Chapter 4: Analysis........................................................................................................................11

4.1 An assessment of the current positions faced by the company............................................11

Chapter 5: Proposed Solution to the Problem................................................................................15

5.1 Integrated Assessment of Analysis......................................................................................15

5.2 Alternative Solution Options to the Problems.....................................................................15

5.3 Best fit Solution...................................................................................................................16

5.4 Recommendations................................................................................................................16

5.5 Action Plan...........................................................................................................................16

5.6 Limitation of the Study........................................................................................................17

5.7 Scope for Further Research..................................................................................................17

References......................................................................................................................................18

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Chapter 1: Introduction to the Case Study

1.1 Problem Statement

Expansion strategies are considered by businesses to maximise their growth and to gather a
higher revenue. It opens new potential as it exposes the organisation to a new customer base
(NiBusinessInfo, 2023). Expansion strategies can be complex as they require financial resources
and strategic planning to determine their cogency on a long-term basis. Simply Good Jars has
been eager to broaden its perspectives through which it can serve a sizable customer base. It has
been plagued with challenges such as making implicit decisions on the product range that is to be
marketed or opening physical spaces that can serve customers directly. The research will also
provide optimal suggestions for the distribution process and determine locations that would be
suitable for its expansion. The organisation will benefit from a singular approach that will
guarantee success for its expansion ideas.

1.2 Research aims and objectives

Research aim
The aim of the research is to explore the challenges faced by the organisation in question in the
case study. The study will delve deep into the nature of challenges in the wider context and
recommend suggestions that will direct the organisation in resolving its imminent problems.
Research objectives
● To explore the challenges faced by Simply Good Jars in a wider business context.
● To investigate the expansion strategies that can be helpful for Simply Good Jars to
expand its business operations.
● To recommend a diverse range of suggestions that will enable Simply Good Jars to
eliminate the challenges and focus on its successful expansion.

1.3 Structure of the report

The report will present a detailed analysis of the challenges faced by Simply Good Jars and an
analysis of these challenges through the application of relevant theories and techniques. In
Chapter 1, the aims and objectives of the research have been determined. In Chapter 2, a brief

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overview of the problems faced by the organisation has been discussed. In the following chapter,
problem statements will be generated and a concise literature review will be developed. Chapter
4 will record the insights derived from the findings and the last chapter will propose effective
solutions to the problems identified in the case study.

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Chapter 2: Description of the situation

Simply Good Jars is an innovative on-the-go meal that mainly comprises salads specially curated
by chefs that are healthy and come with sustainable packaging. There was a positive response as
the number of deliveries grew since its inception in 2017. The organisation started as a direct-to-
consumer e-commerce business model where they were allowed to opt for a subscription-based
purchase plan that offered five to eight meals per week. Later, with its growing demand, this plan
was terminated as the product was made available in hotels, airports, and schools through
vending machines for easy access (Lambert and Honovich, 2022). However, the majority of
these public places experienced lower footfall during the pandemic, which required the business
organisation to make alternative plans such as selling through grocery stores, retailers and other
partners. The prospect of online orders revived the business as the products were directly
delivered. At the heart of the organisation, there are fresh and ready-to-eat meals that can support
working professionals, elderly people and others to access nutritious food without any hassle.
The founders of Simply Good Jars received massive exposure on Shark Tank with its divergent
idea. The ready-to-eat industry was estimated to be approximately $43 billion in 2022. The
industry is expected to grow by 6.96% CAGR by 2028 (Statista, 2023)
The case study has involved the crises that have been faced by the organisation and how it
responded to these problems. As the pandemic lowered sales, it formed partnerships with
retailers and grocery stores to continue with its business. Their strategic decisions indicate their
abilities to ascertain the emergency of a situation and to make relevant changes in the business
plan. It has also encountered another critical situation, which is the shorter shelf life of fresh
ingredients which has been curbed through the use of SmartJar technology that has enabled them
to store the products in a way that guarantees the freshness of the products. It has been able to
perceive the needs of the new-age customers as their food habits have changed, shifting to
complete plant-based food items and a greater commitment to sustainability. Sustainable
packaging as well as sturdy Corporate Social Responsibility measures of the organisation can
expand the goodwill of an organisation (Forbes, 2022). The recurrent challenges have revealed
the need for developing sound strategies that can help in the sustenance of the organisation in a
highly competitive environment. The focal point of the organisation has become expansion,
however, there have been certain challenges such as a lack of direction pertaining to expanding

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food items or opening physical outlets of the organisation. These challenges also relate to issues
such as favourable grounds for expansion and the specific type of distribution model that can
ensure favourable outcomes.

Chapter 3: Problem Statement

3.1 Problem Statement

Simply Good Jars has been able to draw the attention of conscious customers who are inclined to
consume healthy and sustainable go-to meals. The convenience of the business plan accelerated
the growth of the organisation, however, with the advent of the pandemic, it became difficult to
continue its services through airports hotels and other public places as the movement of people
was restricted. It revealed that the product is not immune to critical circumstances that can
impact the external environment. This problem was compounded through another potential risk
which is the short shelf life of the products. Simply Good Jars was able to search for innovative
solutions but that was challenging to be implemented as it was associated with a higher cost and
implementation issues. The major challenges for the organisation have been associated with its
expansion strategies as the future of the organisation is blurred. Canon needs to make effective
decisions on multiple aspects such as developing a wider menu option or it should focus on
opening a physical outlet. It also needs to determine the distribution channel in the long run and
the ideal place for expansion.

3.2 Proposed Plan for Analysis

This case study analysis is going to be qualitative as no empirical or factual data is going to be
added from any of the secondary of primary sources. It is going to be beneficial for collecting
information from different portions of the cases study given. The case study has a protracted
discussion which requires thorough interpretation. That is why, qualitative case study analysis
will enable researchers to explore and gain contextual insights and the factors that affected the
business during the pandemic crisis. It also supports developing strategies to overcome the
obstacles (Mattimoe et al., 2021). Moreover, it is a flexible method and allows researchers to
adjust according to the demand of the research.

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Apart from qualitative analysis, the case study will be analysed using various theories, models
and concepts. The incorporation of theories, concepts and models helps to understand the
complexities of the business environment and allows systematic analysis in the context of SGJ’s
operations (Hanelt et al., 2021). Moreover, the analysis will be conducted using various literature
reviews to get a comparative analysis. It will also provide the framework of a structure that will
be helpful in different aspects of SGJ’s market dynamics, process of strategic decision making
and business operations of the respective company.

3.3 Relevant Literature Review

There are various sources effective for the relevant case study analysis. The website of the SGJ
provides vital information regarding the company's product, operations and financial position.
According to Simply Good Jars, (2023), it was discovered that the company started its journey in
2017 and provide a variety of packed salad the jars are required to shake and they are ready to
eat. The analysis of this source will provide an in-depth understanding of the company's
operations management and market position. On the other hand, the journal developed by Di
Crosta et al., (2021), has provided an overview of customer psychology during the pandemic
period. The consumer spending attitude changed and they became health aware.
Moreover, due to the decline in income, the spending attitude changed and affected the business
and many businesses were forced to leave the market as they were struggling to manage the
market changes. The analysis of this source assists in understanding the market dynamics and the
reason for the increased challenges witnessed by SGJ during the pandemic crisis. In contrast to
this, Statistical information is also effective in developing an understanding of the market
changes. According to Statista, (2022), it is predicted the ready-to-eat market will grow in future
its revenue amounts to 46.42 billion USD and it is believed to grow by 2.34% by 2028. This
source helps to understand the market growth structure and the opportunity for SGJ in future.
Besides this, various sources can be included like the competitor's strategies and situation during
the pandemic crisis. For instance, the journal developed by Businesswire., (2021), helped to
understand the ready-to-eat market and the demand structure of the respective segments. The use
of such resources helps to provide comparative insight and support to analyse the case
effectively.

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3.4 Identification of techniques for relevant case study
The respective case study can be analysed using secondary qualitative techniques to gain deep
insights into the concepts, theories and models. It will assist in understanding the comprehensive
market dynamic and the strategic position of SGJ. It helps to make informed decisions that will
support attaining sustainable market growth. Using secondary techniques, the analysis can be
cost-effective and provide in-depth knowledge of data sources, and various case studies
(Ruggiano and Perry, 2019). It will also be time effective technique and help to gather
information like market trends, industry dynamics and the preferences of the customers in a short
time. Moreover, it will provide a vast pool of knowledge and allow access to various journals,
reports and other government publications. On the other hand, the SGJ’s journey can be analysed
by incorporating the techniques of qualitative research method. It will allow researchers to
understand the competitive landscape of SGJ. Furthermore, case study analysis will be applied as
it will allow systematic analysis of the business model of SGJ, decision-making strategies and
market dynamics.

3.5 Evaluation of concepts, models, theories, and research relevant to the case study
There are various concepts such as consumer purchasing behaviours, sustainability concepts,
Crisis management and so on. Understanding the concept of consumer behaviour helps to
understand the trends and needs of consumers. It helps companies to produce effective products
according to the needs and expectations of the consumer. On the other hand, incorporating
sustainability concepts helps to enhance the organisational value and reputation of the company
in this case SGJ’s capabilities and efforts. Besides this, the understanding of the concept of
entrepreneurship and crisis management assists in recognising the market opportunities and
enhances the ability of SGJ. On the other hand, Cannon’s ability to handle and manage the crisis
demonstrates its ability to handle and manage crisis and boost its resilience
On the other hand, the incorporation of various theories like lean startup methodology is highly
relevant to the case study as it emphasises frequent experimentation and product development
(Signoretti et al., 2020). Incorporating this theory helps to support quick adaptation of market
changes and consumer behaviours. In contrast to this, Corporate social responsibility is another
crucial concept and theoretical model that helps businesses like SGJ to improve their
sustainability improve brand image increase customer inclination and increase their loyalty. It

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has been discovered that SGJ places a strong emphasis on maintaining ethical practices and
believes in social responsibility thereby increasing the brand appeal. Furthermore, the theory of
market segmentation can be applied in this case study analysis to identify the flexitarian market
segments of consumers (Peschel and Grebitus, 2023). It helps to understand the distinctive
demand which enables researchers to understand the marketing strategies for Cannon and SGJ
for effective consumer engagement. Apart from this, value proposition theory can be
incorporated to analyse the case study improving the product offerings and attaining
differentiating advantages in the ready-to-eat market. Finally, strategic management theories can
be incorporated to improve the decision-making process and expand business opportunities.

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Chapter 4: Analysis

4.1 An assessment of the current positions faced by the company

The following positions are observed which are faced by SGJ.

Growth Through Pivot: During the COVID-19 pandemic, Simply Good Jars (SGJ) shifted away
from its subscription-based e-commerce model to a retail wholesale shipping approach, which
resulted in tremendous company development. The pandemic caused interruptions for the
company, which was previously based on a subscription e-commerce strategy. As demonstrated
by its quick shift from a subscription-based e-commerce model to a retail wholesale distribution
strategy during the COVID-19 epidemic, SGJ's lean start-up (Theory) technique illustrates its
agility and responsiveness to market developments and consumer needs. Following Cannon's
appearance on Shark Tank in the spring of 2021, this pivot resulted in a significant increase in
the company, with a growth rate of over 1,200 %. The epidemic hastened the trend of people
looking for quick and healthier food options.

Strategic Decisions: Strategic decisions are being made by SGJ to broaden the range of products
it offers, reach a wider geographic area, and even open a café or restaurant. The goal of the menu
expansion is to appeal to a wider range of customers with different tastes and preferences by
expanding the company's product options beyond its famous chef-made sandwiches in reusable
jars. To lessen reliance on a particular market, geographic expansion could entail entering areas
including the Midwest, West Coast, or overseas markets.

Competition: In the competitive ready-to-eat meal industry, SGJ faces a number of rivals, such
as small-business startups, national and regional brands, and a wide range of product options.
These players have difficulties while trying to grow outside their local clientele and scale their
operations. National brands and well-known food firms, with their vast resources and distribution
networks, are competitors of SGJ. This tendency is supported by the company’s decision to add
more products to its menu than only salads. Businesses that promote similar principles in the
health and sustainability sectors compete with the corporation as well. The company uses tactics
including innovation, market segmentation, a focus on sustainability, strategic alliances, and

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agility to succeed. By emphasizing innovation, sustainability, and a clear grasp of its target
market, SGJ can separate from the competition and win over ethical customers.

Sustainability Focus: The firm has made sustainability a central component of its business
strategy. The company's packaging, which offers chef-made sandwiches in reusable jars to cut
down on single-use plastic waste, demonstrates its commitment to sustainability. Customers who
are becoming more aware of their purchases are drawn to this eco-friendly packaging. In
addition to emphasizing sustainability, SGJ also addresses social responsibility. A QR link on the
label invites customers to promise to donate meals in exchange for repurposing jars, encouraging
recycling and tackling food insecurity. SGJ's commitment to sustainability and environmental
responsibility is shown in its Corporate Social Responsibility (CSR) program. By donating a
meal in exchange for repurposing jars, the QR code project promotes business image, increases
consumer loyalty, and shows concern for the community.

Target Market: The reason behind SGJ's success is its strategic connection with the flexitarian
millennial consumer demographic. Born between 1981 and 1996, the millennial generation is
health-conscious and follows a flexitarian diet that emphasizes plant-based meals and less meat.
It capitalizes on this trend by providing chef-made salads, which are a handy and healthful
option. The company's dedication to providing savoury and appetizing salads, like divine pesto
and antipasto, is in line with their standards for quality and taste. The salads from the firm that
come in reusable jars are a great way for the millennial generation to eat healthily and quickly
while going about their everyday lives. SGJ deliberately targets the 24- to 45-year-old millennial
flexitarian consumer segment, who are recognized for their superior flavor and healthier eating
options. By using this strategic approach, SGJ is able to better position itself in the market by
customizing its products for this particular user base. Its reusable jar packaging speaks to
millennials' concern for the environment while extending the shelf life of food with its SmartJar
technology.

SmartJar: According to the case study, the Smart Jars, as referred, will be a solution to the many
problems of food businesses, household food storage units etc. This technology is told to provide
benefits for the food sector by prolonging the freshness and safety of ready-to-eat meals. This
creative technique preserves the flavour and freshness of the meal while creating the perfect

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environment. Since, SGJ's salads are produced with fresh ingredients, they stand out in the
market because they are less likely to deteriorate and go to waste. Smart Jar encourages cost-
effectiveness, brand loyalty, and trust. The case study also reveals that the technology is also able
to provide immense trust among customers which are integral part of the business strategy. It
helps the company to stand out in the in the market for a better customer reach and engagement.

Strategic Partnership: Wawa Inc. has collaborated with SGJ to broaden its distribution methods
and reach. Through the relationship, the company will be able to reach a larger audience and
market its chef-made salads in a jar. Wawa's extensive menu, which includes made-to-order
salads, sandwiches, snacks, and drinks, complements its main offering. Because of this
cooperation, SGJ is now more easily accessible to customers, which enhances its visibility and
brand recognition. Additionally, the relationship lends legitimacy to the company by confirming
the quality of its products and business plan. Also, the collaboration gives the firm access to a
substantial foot traffic chain and a consumer base that prioritizes quality and convenience.

Continuous Innovations: Due to its dedication to ongoing innovation, SGJ has been a driving
force in the food sector. Among the most important developments is Smart-Jar technology,
which has extended product shelf life and decreased food waste. Due to its capacity to adapt
during the COVID-19 epidemic, It was able to transition from freezers to home delivery services,
which led to significant development. In an effort to broaden its product offering, the company is
thinking of adding new items to its menu, such as parfait cups, peanut butter and oatmeal bowls,
and burrito bowls. The strategic move by SGJ to expand outside of the East Coast shows that it is
prepared to enter new markets. Its alliance with Wawa Inc. serves as an example of its calculated
strategy for joint expansion. With its emphasis on customer satisfaction and incorporation of
sustainability, it stands out in the difficult ready-to-eat meal industry (Case Study Reference).

Chapter 5: Proposed Solution to the Problem

5.1 Integrated Assessment of Analysis

The company has effectively manoeuvred through the intricate terrain of the food sector by
employing innovative tactics, sustainability, and a keen comprehension of its intended consumer
base. The company's notable expansion has been fuelled by its flexibility in responding to

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changing conditions, such as the COVID-19 epidemic. SGJ's business approach, which targets
the millennial flexitarian customer sector, is firmly rooted in its dedication to socioeconomic,
cultural, and environmental sustainability. The company's dedication to innovation is evident in
the SmartJar technology it uses to reduce food waste and increase the shelf life of its fresh meals.
Through its strategic alliance with Wawa Inc., the company has increased its market presence
and distribution networks, showcasing its capacity for innovation and growth. The capacity of
SGJ to handle the constantly evolving food sector while adhering to its basic values positions.

5.2 Alternative Solution Options to the Problems

Menu Expansion and Alternatives: In order to solve its menu growth conundrum, SGJ should
identify desired menu items by gathering consumer feedback and performing market research.
Understanding the tastes and dietary choices of the millennial flexitarian sector can be achieved
by interacting with them through focus groups or questionnaires. By taking this method, they can
lower the risk of expanding their product line (Parkin and Attwood, 2022).
Geographical Expansions: By implementing a gradual strategy and focusing on demographic
groups that are comparable to their present clientele, SGJ might grow outside of the East Coast.
This strategy reduces operational difficulties and enables them to improve their marketing and
distribution plans before expanding any more, such as focusing on millennials who value
sustainability and a healthy diet.
Cafe or Eatery Venture: To test the waters, SGJ might first create a pop-up or temporary cafe
concept, collaborating with already-existing cafes or restaurants to provide a small menu. This
strategy offers insightful market input without requiring a long-term commitment to a region. If
the venture is profitable and fits with the tastes of the patrons, SGJ may think about opening a
more permanent café or restaurant (Wang et al., 2021).
Diversification of the Distribution: The company has the opportunity to expand its distribution
channels outside retail by forming alliances with meal kit providers or food delivery platforms.
This strategy can reach a larger audience, capitalize on the expanding need for quick and
healthful meal options, and create new sources of income.
Franchise: If business owners share SGJ's beliefs and goals, they might think about franchising
as a way to grow quickly without taking on full operational responsibility. Franchisees might run
SGJ cafes or stores while upholding the criteria for the brand and cuisine (Thalita et al., 2023).

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5.3 Best fit Solution
Geographical Expansion
A gradual and progressive expansion strategy can be considered in order to expand into new
areas and attract a larger consumer base. This strategy entails identifying cities that share the
same values and demographics as SGJ's current clientele, testing the market, optimizing tactics,
and progressively expanding the geographic reach. By choosing markets with comparable
demographics and values, this strategy reduces risks, guarantees success, streamlines supply
chain management as well as distribution, and strengthens already strong consumer loyalty and
brand recognition (Katsikouli et al., 2021). This strategy fits with SGJ's dedication to
comprehending the millennial flexitarian market group, which is its target consumer.

5.4 Recommendations
In order to deal with its strategic crossroads, the company should implement a gradual and
modest geographic expansion strategy. This strategy reduces the risks connected with growth
while being consistent with the company's dedication to sustainability and customer
understanding. By using a gradual approach, SGJ can lower the operational, financial, and
logistical risks involved in breaking into new markets and learn from each stage as it goes along,
making necessary modifications. By focusing on markets that share its current customer base's
values and demographics, the customer-centric approach guarantees success. The following
Stages should be completed before a nationwide implementation.

5.5 Action Plan

SGJ should intend to grow its business in three stages:
Step 1. Adjacent Markets: In addition to its East Coast activities, the company needs to grow
into cities and areas in the Midwest, Boston, and Washington, D.C.
Step 2. Regional Expansion: It should explore expanding its reach into more expansive
metropolitan areas and suburban towns by extending further inland or north along the East
Coast.
Step 3. National Expansion: The company should explore a nationwide rollout that includes a
more extensive introduction into the West Coast and other non-East Coast locations (Raheem et
al., 2019).

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5.6 Limitation of the Study
Though it has limitations, including limited data, assumption-based analysis, market dynamics,
external factors, resource constraints, competitive strategies, regulatory considerations,
difficulties with execution, environmental changes, consumer preferences, legal and ethical
considerations, and global market analysis, the study offers insightful information for the
company. SGJ should carry out regular market research, keep abreast of industry advancements,
and carry out thorough feasibility studies and risk assessments in order to guarantee success and
growth.

5.7 Scope for Further Research

A study on the efficacy of menu and geographic expansions in the ready-to-eat meal market
could provide insightful information. SGJ's sustainability activities could have a major impact on
its brand, customer loyalty, and financial line.

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Sky-Rocketed During COVID-19 Pandemic - ResearchAndMarkets.com.Available at:
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Growth-and-Forecasts-2021-2026-Demand-Sky-Rocketed-During-COVID-19-Pandemic---
ResearchAndMarkets.com.

Wang, C., Korai, A., Jia, S.S., Allman-Farinelli, M., Chan, V., Roy, R., Raeside, R., Phongsavan,
P., Redfern, J., Gibson, A.A. and Partridge, S.R., (2021). Hunger for home delivery: Cross-
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platform in Australia. Nutrients, 13(3), p.905.

Parkin, B.L. and Attwood, S., (2022). Menu design approaches to promote sustainable vegetarian
food choices when dining out. Journal of Environmental Psychology, 79, p.101721.

Di Crosta, A., Ceccato, I., Marchetti, D., La Malva, P., Maiella, R., Cannito, L., Cipi, M.,
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Forbes. (2022), The Business Benefits Of Corporate Social Responsibility Impact Assessments.
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