Fresh Direct Case

Topics: Chief executive officer, Strategic management, SWOT analysis Pages: 7 (1186 words) Published: February 21, 2013
Fresh Direct Case Study


Please read the Fresh Direct (C 19) case analysis carefully and produce a case analysis report following the instructions that are given in the Case Analysis report document in Doc Sharing.


Fresh Direct/ and Grocery


Cofounder and former chief executive officer Joseph Fedele was able to bring a wealth of experience in New York City’s food industry to FreshDirect.
FreshDirect offers online grocery shopping and delivery service to more than 300 zip codes in Manhattan, Queens, Brooklyn, Nassau County, Riverdale, Westchester, select areas of Staten Island, New Jersey, and parts of Connecticut.

Fresh Direct is a company that allows you to order your food online and get next day delivery, their moto is “Our Food is fresh, our customers are spoiled….. Order on the web today and get next-day delivery of the best food at the best price, exactly the way you want it with 100% satisfaction guaranteed.” The primary business is to allow customers to order their food online and avoid going to a grocery store they can buy anything they want online and you can have it delivered to you house. Key players would be the people who launched the business in 2001 Joseph Fedele and Jason Ackerman. Many companies have fallen online with the grocery service and they boldly stated they were the “greatest way to shop for food” this again was a bold statement in many of these chains have fallen. Company launched in 2001 and by 2011 you had to have a order of 30$ with a delivery fee associated with it. The company started to fall apart when the competition start to raise in the industry that is when they started offering local grown and organic but their were some fields they just couldn’t compete with.

23–30 Borden Avenue

Long Island City, New York 11101


Telephone: (718) 928-1000

Fax: (718) 433-0648

Web site:

Private Company

Founded: 1999

Sales: $200 million (2005 est.)

NAIC: 311991 Perishable Prepared Food Manufacturing

FreshDirect acquired the bulk of its $100 million investment from several private sources, with a small contribution coming from the State of New York.

Briefly describe the company in the case study. What is their primary business, who were the officers or key players described in the case study? If the case study company is currently in business, list the company’s current CEO, total sales and profit or loss for the last year where data is available. Identify key events or phases in the company’s history. Describe the performance of this company in the industry. Visit the company’s website and use and or some other financial search engine to find this data. (25 points)

Grocery shopping with delivery services of fresh produce products delivered right to your door. The cofounder and former chief executive officer is Joseph Fedele.


Using the information in the case study, perform a SWOT analysis on this company. Remember Strengths and Weaknesses are internal to the company. Opportunities and threats lie outside of the company and are in the external environment. Summarize your key points in a SWOT matrix. (25 points)





A competition for Fresh Direct is YourGrocer. YourGrocer created with a bulk-buying strategy, believing that customers would order large, economical quantities of goods from the website and the company would make home deliveries in company trucks.

strengths (internal) (3) weaknesses (internal)


(external) strengths/opportunities

obvious natural priorities

Has strong financial assets

Powerful online grocery brand

Advanced food technology with software system

Strong relationship with local stores and...
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