There is not too much competition in the industry in the New York area, its FreshDirect and the other stores trying to catch up. The strategies used to stay on top of the composition are what I like to call the “ear to the wind method”. This is when a company listens and watches what other companies are doing and try to stay one step ahead of them. Like in the event that Whole Foods selling the organic foods FreshDirect quickly started selling organic foods so that they don’t lose their customers that wanted that same type product.
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FreshDirect was successful in employing this method they were able to stay one step ahead of Whole Foods. All companies can be successful using this method. 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. 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. 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.
