Essay Case Study Report Freshdirect

971 Words Aug 28th, 2012 4 Pages
COMPANY NAME/WEBSITE/INDUSTRY
FreshDirect/www.freshdirect.com / Grocery

BACKGROUND/HISTORY
FreshDirect is an online grocer that delivers to residences and offices in the New York City metropolitan area. FreshDirect also offers next-day delivery to most of Manhattan and parts of Brooklyn, Queens, The Bronx, Staten Island, Nassau County, Westchester County, Fairfield County, Hoboken, New Jersey and Jersey City, New Jersey. The company was founded in July 2001 by Joseph Fedele and Jason Ackerman; FreshDirect pronounced to the New York area that it was “the new way to shop for food.” FreshDirect has had some problems through the years begin challenged by local grocery stores offering the same type of service and parking problems among a
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THE ISSUES AND CHALLENGES FACING THIS COMPANY
FreshDirect competitive advantage is can be sustained. The main thing that really stopping or slowing FreshDirect’s growth is that they delivery only in New York. So the biggest challenge facing this company is expanding and getting their name to new areas. Television and radio is a good way to get their name to the people that really need their services. Cities like DC, Chicago, Los Angeles and San Francisco are prime areas that can use their services. The main reason is because the commute time in all those cities are well over an hour.
COURSE OF ACTION RECOMMENDED
If I was in a position to advise this company I would recommend expansion. I would target areas with high traffic problems. Time is always important but in areas where commuters are commuting on average two hours a day time is much more important. I would recommend hours of deliveries to cease at 8pm for security reasons. I would go to the new areas and do a market research by passing out fliers at the metro stations. With a simple question, “Would you be interested in your groceries being delivered to your home?” The passages can drop the flies off when they get off the train. If I got a good response from that I would advertise on the radio first then television.
OPINION
I think this was a good case study of a company I never heard of before. The main lessons learned from this case study are to always watch your composition. The more successful you

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