Fresh Direct Case Analysis

974 words 4 pages
Fresh Direct Case Study Report
Fresh Direct Online Grocery Market
FreshDirect is an online grocery that conveniently sells and delivers fresh foods and popular household items, to certain residents of the New York City Area. This online grocery market offers organic, farm-fresh produce than most market places. It covers most of Manhattan and certain parts of The Bronx, Brooklyn, Queens, Staten Island and limited areas in New Jersey. Vice Chairman and CFO Jason Ackerman and cofounder Joseph Fedele first launched FreshDirect in the summer of 2001. This company’s goal was to capture around 5 percent of the New York City grocery market.

• Convenience
…show more content…

To capture five percent of New York City’s grocery market is no small task. However, by expanding their coverage area, this can create a high volume of traffic for their company. Also, by having stocking power of carrying a greater array of fresh food, with its bigger facility, it remains one step ahead of its competitors.

Competitors such as, Peapod, with savvy marketing strategy, may be a challenge in earning market share for FreshDirect. This competitor has found a way to reach customers in subway platforms, in Chicago busiest metro stations. PeaPod has turned subway platforms into supermarket isles. This virtual grocery, gives smartphone users quick access to their products while on the go. There is a potential for this innovating idea is quick to catch up in upcoming towns, where normally dominated by

If this company were to seek for my advice, I would recommend to keep investing in Information Technology. It is obvious that technology drives and it this is the forte of this company. However, I believe they need to come up with more innovating ideas to reach and gain capital in this competitive market. The ideas and strategies their competitors are executing such as, Peapod way to reach customers in the subway halls, is a pure ingenious way to reinvent the playing field.


  • Strategic Process Management – Nabisco
    5137 words | 21 pages
  • Lush Cosmetics
    3721 words | 15 pages
  • Nestlé Refrigerated Foods: Contadina Pasta & Pizza
    2336 words | 10 pages
  • Tesco Plc Financial Statements Analysis
    5552 words | 23 pages
  • ECOM320 Assign2
    2787 words | 12 pages
  • Britvic, Marketing
    2127 words | 9 pages
  • BUSI 601 Individual Learning Project 1
    3580 words | 15 pages
  • Hotel and Marketing Mix
    4646 words | 19 pages
  • Seven Eleven Japan Co.
    1155 words | 5 pages
  • Sprouts Financial Analysis
    5164 words | 21 pages