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Sustainability Report
Overview
◦ Trusted brand in the catering
industry.
◦ Almost thirty-five years of industry
experience (established in 1984).
◦ Does not practice sustainability at
any level except the use of
Biodegradable Cutleries.
◦ Customized menu options available
to suit Customer’s Budget.
Triple Bottom
Line
Environmental – Responsible interaction with the
environment to avoid depletion or degradation of
natural resources and allow for long-term
environmental quality
Economic – Practices that support long term
economic growth without negatively impacting
social, environmental and cultural aspects of the
community.
Social – The ability of a community to develop
processes and structures which meet the needs
of its current members as well as support the
ability of future generations to maintain a
healthy community.
MARKETING
STRATEGY
1. Product
Strategy
Caters to suitability of all sort
of clients. For example, a large
array of food items are
presented during various
events.
A live Food station is added
where guests are allowed to
access food that is freshly
prepared for them.
2. Service
Strategy
Provides customer support through
is exceptional service.
Attentively listen to the thoughts and
ideas of their customers and are
highly responsive.
Creates an event that well matches
customer’ budget and vision.
Provides great services from the
planning stages through the actual
day of the event.
3. Pricing
Strategy
◦Provides appropriate options for
their price conscious clients.
◦Ensures that the best value will
be worked out for their
customers to well suit their
budget .
MARKET
SEGMENTATI
ON
Type of
Segmentation
Segmentation Category Target Customers
Demographics
Age
Baby Boomers (56-74 years)
Generation X (44-55 years),
Generation Y (25-43 years).
Parents, working professionals,
business owners, home makers,
couples.
Income Middle level to High level Income
Gender Both Male and Female
Race and Ethnicity
Catering to all race and religion;
Halal certified.
Geographic
Density
Downtown, Populated and Urban
areas.
Region Singapore
Psychographic
Lifestyle Innovators
Behaviour
Most clients do not care much
about environment and
sustainable practices.
Social Class Upper and Middle class.
Market
Positioning
Neo Group Limited (Key Competitor)
◦ Believes in inspiring, nurturing
their people and giving back to the
community (Neo Group, n.d.).
Four Seasons Catering
◦ Food quality almost the same as
Neo Group.
◦ Lower quality of sustainable
practices.
GLOBAL
FOOTPRINT
1. Carbon Footprint
◦ Provides a 10% buffer portion for events.
◦ Food cannot be kept at room temperature for
more than 4 hours, leftovers must be discarded
(National Environmental Agency, 2016).
◦ Generates a lot of food waste.
◦ At present, Four Seasons Catering does not
engage in food recycling efforts.
2. Ecological
Footprint
◦ Uses a lot of disposable cutlery and
tableware for events.
◦ Provides biodegradable disposable
cutlery.
◦ Uses disposable bento boxes as
packaging.
◦ Packaging waste constitutes, by
weight, about one-third of
Singapore’s domestic waste (National
Environmental Agency, n.d.).
3. VALUE
CHAIN
Key Competitor –
Neo Group Limited
◦ Started in 1992, Neo Group Limited has an award-
winning track record and is one of the most
well-known food and beverage brands in
Singapore.
◦ They unique value proposition and their solid
commitment to constantly towards innovation has
helped Neo Group to emerge as the number one
event caterer in Singapore.
◦ The company is focused on maintaining a balance
between growth, profit, governance, environment,
development and the well-being of their people.
(Neo Group, n.d.)
SWOT
ANALYSIS
Four Seasons Catering
Strengths (+) Weaknesses (-)
 Uses biodegradable disposable cutlery
for their catering events.
 Food is halal
 Good brand name in the market
 Low turnover rate
 Competitors offering better quality food
and service
 Not enough focus on the environment.
Therefore, loss of customers.
 Bad communication
Opportunities (+) Threats (-)
 To give more focus to environmental
issues such as food waste and
packaging waste
 Growing health concerns (use of
GMO’s in food and other chemicals in
food)
 Big and known brands such as Neo
Gardening Catering, Orange Clove, Purple
Sage, Mei Hao 99 catering, Mum’s Kitchen.
 It is difficult to gain the attention of the
customers and engage with them properly.
RECOMMENDATI
ONS
(Yarra Valley Water, 2019)
Conclusion
◦ Currently, Four Season sustainable
measures are not at the fore.
◦ Four Seasons can follow the path of
sustainability by following some of the
recommendations.
References
Food and Agriculture Organization of the United Nations. (2011). Food wastage
footprint & Climate Change. Retrieved from http://www.fao.org/3/a-bb144e.pdf
Food [Image]. (n.d.). Retrieved from http://anaffairwithfood.sg/2018/02/25/four-
seasons-catering-menu-slipper-lobster-yes-please/
Four Seasons Catering [Logo]. (n.d.). Retrieved from https://www.fourseasons.com.sg
National Environmental Agency. (2016). Guidelines for Ordering Catered Meals for
Functions and Events. Retrieved from https://www.nea.gov.sg/docs/default-
source/our-services/guidelines-for-ordering-catered-meals-for-functions-and-
events.pdf
National Environmental Agency. (2019). Food Waste Management. Retrieved from
https://www.nea.gov.sg/our-services/waste-management/3r-programmes-and-
resources/food-waste-management
National Environmental Agency. (n.d.). Singapore Packaging Agreement. Retrieved
from https://www.nea.gov.sg/programmes-grants/schemes/singapore-packaging-
agreement
Neo Group Limited [Logo] (n.d.). Retrieved from
https://www.singaporeindustryscholarship.sg/industries/lifestyle-n-food/neo-group-
limited
Yarra Valley Water. (2019, June 10). How we turn food waste into energy [Video File].
Retrieved from https://www.youtube.com/watch?v=Tnx49j2FEl8&feature=youtu.be
THANK YOU
QnA

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Sustainability Report of a Catering company

  • 2. Overview ◦ Trusted brand in the catering industry. ◦ Almost thirty-five years of industry experience (established in 1984). ◦ Does not practice sustainability at any level except the use of Biodegradable Cutleries. ◦ Customized menu options available to suit Customer’s Budget.
  • 3. Triple Bottom Line Environmental – Responsible interaction with the environment to avoid depletion or degradation of natural resources and allow for long-term environmental quality Economic – Practices that support long term economic growth without negatively impacting social, environmental and cultural aspects of the community. Social – The ability of a community to develop processes and structures which meet the needs of its current members as well as support the ability of future generations to maintain a healthy community.
  • 5. 1. Product Strategy Caters to suitability of all sort of clients. For example, a large array of food items are presented during various events. A live Food station is added where guests are allowed to access food that is freshly prepared for them.
  • 6. 2. Service Strategy Provides customer support through is exceptional service. Attentively listen to the thoughts and ideas of their customers and are highly responsive. Creates an event that well matches customer’ budget and vision. Provides great services from the planning stages through the actual day of the event.
  • 7. 3. Pricing Strategy ◦Provides appropriate options for their price conscious clients. ◦Ensures that the best value will be worked out for their customers to well suit their budget .
  • 8. MARKET SEGMENTATI ON Type of Segmentation Segmentation Category Target Customers Demographics Age Baby Boomers (56-74 years) Generation X (44-55 years), Generation Y (25-43 years). Parents, working professionals, business owners, home makers, couples. Income Middle level to High level Income Gender Both Male and Female Race and Ethnicity Catering to all race and religion; Halal certified. Geographic Density Downtown, Populated and Urban areas. Region Singapore Psychographic Lifestyle Innovators Behaviour Most clients do not care much about environment and sustainable practices. Social Class Upper and Middle class.
  • 9. Market Positioning Neo Group Limited (Key Competitor) ◦ Believes in inspiring, nurturing their people and giving back to the community (Neo Group, n.d.). Four Seasons Catering ◦ Food quality almost the same as Neo Group. ◦ Lower quality of sustainable practices.
  • 11. 1. Carbon Footprint ◦ Provides a 10% buffer portion for events. ◦ Food cannot be kept at room temperature for more than 4 hours, leftovers must be discarded (National Environmental Agency, 2016). ◦ Generates a lot of food waste. ◦ At present, Four Seasons Catering does not engage in food recycling efforts.
  • 12. 2. Ecological Footprint ◦ Uses a lot of disposable cutlery and tableware for events. ◦ Provides biodegradable disposable cutlery. ◦ Uses disposable bento boxes as packaging. ◦ Packaging waste constitutes, by weight, about one-third of Singapore’s domestic waste (National Environmental Agency, n.d.).
  • 14. Key Competitor – Neo Group Limited ◦ Started in 1992, Neo Group Limited has an award- winning track record and is one of the most well-known food and beverage brands in Singapore. ◦ They unique value proposition and their solid commitment to constantly towards innovation has helped Neo Group to emerge as the number one event caterer in Singapore. ◦ The company is focused on maintaining a balance between growth, profit, governance, environment, development and the well-being of their people. (Neo Group, n.d.)
  • 15. SWOT ANALYSIS Four Seasons Catering Strengths (+) Weaknesses (-)  Uses biodegradable disposable cutlery for their catering events.  Food is halal  Good brand name in the market  Low turnover rate  Competitors offering better quality food and service  Not enough focus on the environment. Therefore, loss of customers.  Bad communication Opportunities (+) Threats (-)  To give more focus to environmental issues such as food waste and packaging waste  Growing health concerns (use of GMO’s in food and other chemicals in food)  Big and known brands such as Neo Gardening Catering, Orange Clove, Purple Sage, Mei Hao 99 catering, Mum’s Kitchen.  It is difficult to gain the attention of the customers and engage with them properly.
  • 18. Conclusion ◦ Currently, Four Season sustainable measures are not at the fore. ◦ Four Seasons can follow the path of sustainability by following some of the recommendations.
  • 19. References Food and Agriculture Organization of the United Nations. (2011). Food wastage footprint & Climate Change. Retrieved from http://www.fao.org/3/a-bb144e.pdf Food [Image]. (n.d.). Retrieved from http://anaffairwithfood.sg/2018/02/25/four- seasons-catering-menu-slipper-lobster-yes-please/ Four Seasons Catering [Logo]. (n.d.). Retrieved from https://www.fourseasons.com.sg National Environmental Agency. (2016). Guidelines for Ordering Catered Meals for Functions and Events. Retrieved from https://www.nea.gov.sg/docs/default- source/our-services/guidelines-for-ordering-catered-meals-for-functions-and- events.pdf National Environmental Agency. (2019). Food Waste Management. Retrieved from https://www.nea.gov.sg/our-services/waste-management/3r-programmes-and- resources/food-waste-management National Environmental Agency. (n.d.). Singapore Packaging Agreement. Retrieved from https://www.nea.gov.sg/programmes-grants/schemes/singapore-packaging- agreement Neo Group Limited [Logo] (n.d.). Retrieved from https://www.singaporeindustryscholarship.sg/industries/lifestyle-n-food/neo-group- limited Yarra Valley Water. (2019, June 10). How we turn food waste into energy [Video File]. Retrieved from https://www.youtube.com/watch?v=Tnx49j2FEl8&feature=youtu.be