Fresh Direct Business Intelligence Essay

990 Words Mar 12th, 2013 4 Pages
Case Summary

FreshDirect is the largest online grocery firm in the New York market, and one of the largest in the country. With more than 250,000 customers ordering over 8,500 products every day, the company faced severe logistics and management decision making issues. To solve these issues, FreshDirect adopted a comprehensive enterprise data base system from SAP which utilized a number of business intelligence applications to track orders and customers.
SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden-Württemberg, with regional offices around the world, SAP is the market leader in enterprise application software.
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2. What is meant by “visibility into the workflow” and why is it important to FreshDirect’s success? What are exception screens and how are they used?
Answer: Business process is the set of activities that run the business. Business process visibility allows end users to gather business information to improve non-IT related issues, helps enable fast determination to see if business issues are truly IT-related, ensures that IT is aligned with the business and helps improve overall business efficiency.
Business process visibility plays very important role in FreshDirect’s success. It is such type of business organization which required highly efficient workflow with rapid response ensuring best quality. It has to deliver fresh food to thousands of customers daily on a pre-fixed schedule and in different location. As there was no visibility of workflow before lots of mistakes were happening, the exact location of orders at any moment was not understood, or who was in charge of them. Mistakes were happening routinely, but there was no record of how orders were moving through the logistics chain. But after installing a business intelligence software FreshDirect ensured its visibility in business process. FreshDirect was profitable for the first time in 2008. The key to profitability has been improving their execution of the initial concept. In recent years, they have introduced the following “customer centric” ideas: 1 Produce: Employed

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