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Question 1: The task of securing a sustainable market share seems unattainable due to the fiercely competitive online food and grocery delivery market. Established giants like Uber Eats and Doordash have laid the platform of what success in this industry looks like. Our Start-up MealWheel, will join these giants and provide a unique service.

Challenge 1: Brand Recognition The most significant challenge is brand recognition. Extensive marketing and consistent services have allowed the existing players to cement their brand identities over the years. Resonating deeply with a segment of the market is what has been identified as a must in order to carve out our start up needs. What is critical is that our brand amplifies its marketing strategy in order to craft a unique selling point that touches its users in a way which the competition doesnt. A powerful tool through connecting with younger demographics can be formed using influencer partnerships and social media platforms.

Challenge 2: Network Effect In this sector the substantial sway is held undoubtedly by the network effect. In terms of both time and resources, the demand of substantial investment must be built from the ground up including broadening the interconnected networks which include delivery personnel and restaurants. To create a buzz around the brand it is important to forge collaborative partnerships with businesses locally, in order to achieve community outreach. Using social media as a way of leverage can potentially fasten this process.

Challenge 3: Technology Integration Another formidable challenge which stands is the integration of technology. Being equipped with innovative features which outperforming existing platforms is crucial if wanting your start-up to be successful through user friendly app developments. Giving a competitive edge through Ai- driven suggestions and real time tracking to name a few would enhance user experience. Staying ahead in the technology curve can be maintained through investing in R&D, through the continuous updating of the app using user feedback.

Challenge 4: Supply Chain Management The backbone of the industry is formed by supply chain management. The core of our start-up needs to be efficient and sustainable supply chain management. Fostering a community- centric brand image can be obtained through collaborating with local businesses and outlets. This ensures that the freshness and quality in the products delivered are met, further strengthening the supply chain. Cost effectiveness and ensuring efficiency processes can be optimised using tracking analytics.

Mitigation Strategy A well-rounded mitigation strategy is vital in order to tackle these challenges. The prioritisation of customer feedback is essential as well as the fostering of collaborations. To stay competitive, technological advancements need to be funded through the allocation of initial investments. A powerful strategy which can enhance presence and acceptance for our start-up would be the establishment of values that echoes the local public.

Furthermore, our start-up intends to align our strategies accordingly through fostering a development and research wing, which monitors customer preferences and market trends. The Aiding of the carving out of our niche in the market can be supported through a robust feedback mechanism, which allows for the adapting of proactive approaches based on the feedback provided. Encouraging innovation and proactive problem-solving will be enhanced through the introduction of employee training programs which focuses on customer service excellence. Nevertheless, the strengthening of operational efficiency and brand building can be established through mentorship programs, where the talents within the organisation will be nurtured and guided by professionals in the field.