Brand and Online Grocery
CASE STUDY REPORT
FreshDirect www.freshdirect.com Online Grocery Store
BACKGROUND/HISTORY
FreshDirect is an online grocer that provided 100% fresh foods to locations near you and to your front door. It allows you to order your food online and delivery of your food will come the next day. The primary business of FreshDirect to is provide healthy fresh foods for you to shop online without going to the grocery store. FreshDirect key players would be the founders of the company, Joseph Fedele and Jason Ackerman (CEO).
FreshDirect started off in New York City about six years ago and is growing and profitable. So far this year, the company 's CEO Rick Braddock, says that in the first few weeks of 2010 his company has been growing at an accelerating rate compared to 2009, when it generated more than $250 million in revenue. According to Braddock, the privately held company has been "been profitable since 2008 and was substantially profitable in 2009."
Since an online grocery service can obviously not allow you to feel if an avocado is just right, or if a tomato is too soft, FreshDirect has developed others ways to help its customers buy groceries. The services offers features such as a star rating feature so that customers will know, for example, how fresh the produce is that they 're ordering. The rating system is developed by a team of inspectors who rate produce daily for color, taste, firmness and ripeness. FreshDirect also offers the same five-star rating service for seafood and some 50% to 70% of its customers use that feature. http://www.dailyfinance.com/2010/03/23/growth-matters-freshdirect-nudges-its-way-to-profits/
SWOT ANALYSIS
Based on the above SWOTanalysis of FreshDirect this research of information can help make necessary improvements to the company’s growth. The analysis channels on each area to see what is needed to be improved or changed.
STRENGHTS * FreshDirect had strong financial assets.
* FreshDirect is a powerful
FreshDirect www.freshdirect.com Online Grocery Store
BACKGROUND/HISTORY
FreshDirect is an online grocer that provided 100% fresh foods to locations near you and to your front door. It allows you to order your food online and delivery of your food will come the next day. The primary business of FreshDirect to is provide healthy fresh foods for you to shop online without going to the grocery store. FreshDirect key players would be the founders of the company, Joseph Fedele and Jason Ackerman (CEO).
FreshDirect started off in New York City about six years ago and is growing and profitable. So far this year, the company 's CEO Rick Braddock, says that in the first few weeks of 2010 his company has been growing at an accelerating rate compared to 2009, when it generated more than $250 million in revenue. According to Braddock, the privately held company has been "been profitable since 2008 and was substantially profitable in 2009."
Since an online grocery service can obviously not allow you to feel if an avocado is just right, or if a tomato is too soft, FreshDirect has developed others ways to help its customers buy groceries. The services offers features such as a star rating feature so that customers will know, for example, how fresh the produce is that they 're ordering. The rating system is developed by a team of inspectors who rate produce daily for color, taste, firmness and ripeness. FreshDirect also offers the same five-star rating service for seafood and some 50% to 70% of its customers use that feature. http://www.dailyfinance.com/2010/03/23/growth-matters-freshdirect-nudges-its-way-to-profits/
SWOT ANALYSIS
Based on the above SWOTanalysis of FreshDirect this research of information can help make necessary improvements to the company’s growth. The analysis channels on each area to see what is needed to be improved or changed.
STRENGHTS * FreshDirect had strong financial assets.
* FreshDirect is a powerful