Harvard Case - Soom Foods: Zooming Out for A Booming Supply Chain
"Soom Foods: Zooming Out for A Booming Supply Chain" Harvard business case study is written by Neha Mittal, Sheri Lambert, Sara Honovich. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Sep 8, 2022
At Fern Fort University, we recommend that Soom Foods implement a multi-pronged strategy focused on scaling its operations while maintaining its commitment to quality and brand authenticity. This strategy involves a combination of strategic partnerships, targeted marketing initiatives, and a robust product development pipeline, all aimed at solidifying Soom's position as a leading player in the growing tahini market.
2. Background
Soom Foods, founded by two sisters, is a successful start-up specializing in tahini, a sesame seed paste used in Middle Eastern and Mediterranean cuisines. The company has achieved significant success through its dedication to high-quality, ethically sourced tahini and its unique flavor profiles. However, Soom faces challenges in scaling its operations to meet increasing demand while maintaining its commitment to quality and brand authenticity.
The case study highlights Soom's current situation:
- Rapid Growth: Soom is experiencing rapid growth, with sales exceeding $1 million in 2017.
- Limited Capacity: Production capacity is a bottleneck, hindering Soom's ability to meet growing demand.
- Distribution Challenges: Limited resources and a focus on direct-to-consumer sales restrict Soom's reach.
- Competitive Landscape: The tahini market is becoming increasingly competitive, with larger players entering the space.
3. Analysis of the Case Study
To analyze Soom's situation, we employ a framework combining SWOT analysis, PESTEL analysis, and Porter's Five Forces to gain a comprehensive understanding of the internal and external factors impacting the company.
SWOT Analysis:
- Strengths:
- High-quality, ethically sourced tahini
- Unique flavor profiles
- Strong brand identity and loyal customer base
- Direct-to-consumer sales model
- Passionate and experienced founders
- Weaknesses:
- Limited production capacity
- Dependence on direct-to-consumer sales
- Lack of established distribution channels
- Limited marketing budget
- Opportunities:
- Growing demand for tahini in the US and globally
- Potential for expansion into new product categories
- Partnerships with retailers and food service providers
- Leverage digital marketing and social media
- Threats:
- Increasing competition from larger players
- Potential for supply chain disruptions
- Changing consumer preferences
- Economic downturn
PESTEL Analysis:
- Political: Trade policies and regulations impacting sourcing and distribution.
- Economic: Consumer spending patterns and economic growth affecting demand.
- Social: Growing interest in healthy and ethical food choices.
- Technological: Opportunities for automation and online sales.
- Environmental: Sustainability concerns influencing sourcing and packaging.
- Legal: Food safety regulations and labeling requirements.
Porter's Five Forces:
- Threat of New Entrants: Low barriers to entry, but Soom's strong brand and quality differentiate it.
- Bargaining Power of Buyers: High, as consumers have many tahini options.
- Bargaining Power of Suppliers: Moderate, as sesame seed supply is relatively stable.
- Threat of Substitute Products: Moderate, as other nut butters and spreads are available.
- Rivalry Among Existing Competitors: Increasing, with larger players entering the market.
4. Recommendations
To navigate these challenges and capitalize on opportunities, Soom Foods should implement the following recommendations:
1. Strategic Partnerships:
- Retail Partnerships: Partner with national and regional retailers to expand distribution and reach a wider audience.
- Food Service Partnerships: Target restaurants, cafes, and food service providers to increase brand awareness and sales.
- Co-Branding Opportunities: Collaborate with complementary brands to create unique products and marketing campaigns.
2. Targeted Marketing Initiatives:
- Digital Marketing: Invest in targeted digital marketing campaigns on social media platforms, search engines, and online food publications.
- Content Marketing: Create engaging content that educates consumers about tahini and its culinary uses.
- Influencer Marketing: Partner with food bloggers and influencers to promote Soom products and reach new audiences.
3. Product Development and Innovation:
- Expand Product Line: Introduce new tahini flavors, product formats (e.g., flavored tahini spreads), and complementary products (e.g., tahini-based snacks).
- Focus on Innovation: Develop new tahini-based products and applications that cater to evolving consumer preferences.
4. Manufacturing and Distribution:
- Increase Production Capacity: Invest in new equipment or explore contract manufacturing options to meet growing demand.
- Optimize Distribution Channels: Develop a multi-channel distribution strategy, including direct-to-consumer, retail, and food service channels.
5. Brand Management and Communication:
- Strengthen Brand Identity: Develop a consistent brand message and visual identity across all marketing channels.
- Engage with Consumers: Build a strong online community through social media and email marketing.
- Tell Soom's Story: Highlight the company's commitment to quality, ethics, and innovation in all marketing materials.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Soom's current situation, its competitive landscape, and the broader tahini market. They consider the following:
- Core Competencies: Leveraging Soom's expertise in high-quality tahini production and its strong brand identity.
- External Customers: Meeting the needs of diverse consumers seeking healthy, flavorful, and ethically sourced food options.
- Internal Clients: Empowering Soom's employees and ensuring their commitment to the company's vision.
- Competitors: Positioning Soom as a leader in the tahini market through differentiation and innovation.
- Attractiveness: The recommendations are expected to drive significant growth in sales, market share, and brand awareness, leading to increased profitability.
6. Conclusion
By implementing these recommendations, Soom Foods can successfully navigate the challenges of scaling its operations while maintaining its commitment to quality and brand authenticity. The company can solidify its position as a leading player in the growing tahini market, capturing a larger share of the market and achieving sustainable growth.
7. Discussion
Alternatives:
- Focus solely on direct-to-consumer sales: This would limit Soom's reach and potential for growth.
- Acquire a competitor: This would be a costly and risky strategy, potentially diluting Soom's brand identity.
- Remain stagnant: This would lead to Soom being overtaken by competitors and losing market share.
Risks and Key Assumptions:
- Competition: The tahini market could become even more competitive, requiring Soom to adapt its strategy.
- Consumer Preferences: Consumer tastes could shift, requiring Soom to adjust its product offerings.
- Supply Chain Disruptions: Global events could disrupt Soom's supply chain, impacting production and distribution.
Options Grid:
| Option | Pros | Cons | Risk |
|---|---|---|---|
| Strategic Partnerships | Increased reach, new markets | Potential loss of control | Competition, brand dilution |
| Targeted Marketing | Increased brand awareness, customer engagement | High cost, potential for ineffective campaigns | Changing consumer behavior, competition |
| Product Development | Diversification, new revenue streams | High cost, risk of failure | Changing consumer preferences, competition |
| Manufacturing & Distribution | Increased production capacity, efficient distribution | High investment, potential for logistical challenges | Supply chain disruptions, competition |
8. Next Steps
- Develop a detailed implementation plan: Outline specific actions, timelines, and budgets for each recommendation.
- Build a strong team: Recruit and train personnel with expertise in marketing, sales, and operations.
- Monitor progress and adjust strategy: Continuously track key performance indicators and make adjustments as needed.
By taking these steps, Soom Foods can ensure a successful transition from a start-up to a thriving business, solidifying its position as a leader in the tahini market and realizing its full potential.
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Case Description
Founded in 2013 by sisters Shelby, Jackie, and Amy Zitelman, Philadelphia-based Soom Foods (Soom) aimed to educate US consumers on tahini and make the product a staple in US pantries. By 2021, the business had grown into a multimillion-dollar revenue company and had achieved national distribution through an omni-channel sales effort. However, Soom's reliance on the single-source Ethiopian Humera sesame seed to prepare its high-quality tahini had begun to pose challenges. When Ethiopia's inter-ethnic conflicts emerged in 2020, the Zitelman sisters foresaw possible disruptions and uncertainties in their business, especially when those challenges were combined with the supply-chain logistics issues that emerged as a result of the global pandemic in 2021. Soom was forced to reconsider its long-term business strategy: Given the threat of a potentially insufficient future sesame seed supply, should Soom use diversification in its supply chain? If so, how should diversification be applied across the supply chain while still maintaining a good return on investment? Furthermore, how could all of this be done before the next harvesting cycle?
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