Faithful to nature

I started this business in 2006 because I really wanted people to find a haven in our hectic world where they could shop in peace. I am deeply passionate about ethics and rights. I believe that you deserve to be able to purchase products where full product description is enclosed from absolutely honest ingredient lists; to country of origin and the cruelty free status of the item. The products that we choose to buy have a massive impact on the health of every creature on our planet. It is a really big deal that we are empowered to make the best purchasing decisions that we can.

As a result, Faithful to Nature is a different kind of retail business. For starters, we have a big heart - we really care about you and our precious Earth. We sell natural and organic products. And while we are not a serious corporate type of companywe are very serious about the types of products we sell.

We are one of the first companies in the world to have created a strict ingredient policy that we absolutely never compromise on. This way you do not have to worry - we have done the worrying for you and have checked every single product to be sure that it really is as green and as safe as its manufacturers claim it is.

We also only sell our products online. Why? Actually - there are a wealth of good reasons, but the short version is that this way we can serve the whole country and not just the community around us. What that means for you, is that no matter where you hail from, your organic and natural products are just a click away. Best of all, delivery is free if your order value is over R400.

Question:

There are several considerations that organisations can use to evaluate strategies when choosing the most suitable strategy.

Using the information in the above case, evaluate the desirability, consistency and validity of the focus strategy that Faithful to Nature is following.