Proposal to improve the competitiveness of Vidalia’s Business based on a comprehensive business analysis

Abstract

Vidalia® is an intra-entrepreneurial venture of Alianza Team™, Colombian biggest lipid-based food products manufacture, that was established in 2017. Its focus is the development of a complete portfolio of functional food products that promote consumer health through the use of lipid-based ingredients. Functional foods are those that offer health benefits beyond basic nutrition. They are typically enriched with additional nutrients or ingredients that provide specific health benefits, such as improved digestion, increased energy, or enhanced immunity. The growing interest in functional foods is driven by a variety of factors, including an increased focus on health and wellness, rising consumer awareness of the importance of nutrition, and a desire for convenient, on-the-go snacks and meals that provide more than just basic sustenance. Vidalia® reached this point after extensive scientific research on lipids, which led the company to understand the critical role these components play in life. The development process involved the testing of formulas, market and consumer studies, clinical trials, and the acquisition of two patents for the products. Vidalia® operates as an independent business unit and reports directly to the General Management of Alianza Team™ in Colombia. Its primary objective is to empower Colombian consumers to adopt a more evolved and healthier dietary model. With that in mind, Vidalia® aims to provide a portfolio of lipid-based products that help maintain and improve various body functions, enabling individuals to increase their well-being with everyday food. Vidalia® has a team of experienced professionals with diverse backgrounds and skill sets. The team comprises experts in areas such as nutrition, food science, marketing, and sales, among others. Their knowledge and expertise are critical in the development, production, and marketing of Vidalia® products. The team works collaboratively with research and development partners to ensure that Vidalia® products remain at the forefront of innovation and meet the evolving needs of consumers. Despite Alianza Team's international presence in countries such as the USA, Mexico, the Caribbean, Chile, and Colombia, Vidalia® was initially launched as a project in Colombia. The company recognizes Colombia as its primary stronghold and has strategically chosen to focus on the Colombian market first before expanding its operations globally. Vidalia® aims to establish a strong foothold in the local market before venturing into international markets. The organizational chart for Vidalia® is presented below, detailing its governance and skilled diverse team.