Question 1:
For FreshDirect, “the trick in this business … isn’t to acquire new customers, it’s to make them loyal.” Meanwhile, “the opportunity has attracted some very powerful hi-tech competitors to FreshDirect, including Instacart, Amazon, Walmart’s Jet.com, Uber’s meal delivery service”.
Conduct an analysis of FreshDirect’s business environment with Five Forces Model. Based on your analysis, recommend strategies that you think FresahDirect should pursue to face the increasing competition and make customers loyal.
Question 2:
“FreshDirect also uses NetTracker, Web site traffic, and online behavior analysis software, to help it better understand and market to its online customers.”
Critically analyze FreshDirect’s approach to track customer online activities and behavior. Explain why FreshDirect takes the approach it does. Make some recommendations to
enhance FreshDirect’s approach considering the benefits and risks associated with the approach.
Question 3:
“The FreshDirect account has had a really flat growth rate for years, so this is quite a breakthrough for their social media.”
Recently, FreshDirect saw increasing customer activities on its social media presence.
Make some recommendations to take the opportunity to use FreshDirect’s social media platforms to connect with its audience to build a brand, increase sales, and drive website traffic.
Sample Solution