Page 6: Conclusion
This case study highlights the importance of developing the value chain and ensuring the highest possible quality standards. It also demonstrates the way in which a market conscious organisation can lead the field by identifying the type of premium products which increasingly sophisticated consumers are requiring today. Waitrose has been able to make substantial gains in the Indian recipe dish sector by building a strong partnership with Noon Products, a company which leads the field in its expertise of Indian cuisine. By cleverly diversifying into a range of top quality dishes it has been possible to meet the requirements of a range of consumers. This has been done by ensuring the highest possible quality standards. Quality is a process which involves continuous improvement. Nowhere is this more true than in food production.