Fresh Direct Essay

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Case Study Report Fresh Direct Fresh Direct / / Online grocery BACKGROUND/HISTORY Fresh Direct is an online grocery store that offers delivery, pickup service and corporate services to select deliver zones. Fresh directs’ cofounder Joseph Fedele in 2001 launched the business. His prior experience in 1993 cofounded Fairway Uptown, the low prices on quality produce and meats made it a hit with the residents. He remained CEO until January of 2004 then Jason Ackerman cofounder remained CEO until September of 2004. Since then the CEO position has changed hands a few more times Richard Braddock took the CEO position over in 2008 stating “I chose to increase my involvement with the company because I love the business and I think it has great growth potential.” (Dess, G., Lumpkin, G. & Eisner, A. 2012) Fresh Direct is located in Queens, NY it services more than 300 hundred zip codes in its area serving 4 million people in a ten mile radius. In 2010 the company claimed to have revenue of more than $250 million. In 2011 Fresh Direct ranked 70 in the Internet Retailer Top 500. Fresh Direct ran into labor issues in 2007, they were suppressed by asking its employees to provide paperwork proving their immigration status. Some 370 employees left not to return leaving only 530 to vote for a union. The union was not voted in by the remaining employees that remained working. Fresh Direct started a new wave of 4 minute meals Mexican, Italian, Indian and so on. Fresh Direct also had to prove its product was the freshest. To do this they set up a rating system based on a 5 star system, 5stars being the freshest and rate the produce daily.This will ensure that the customer receives the freshest produce possible. SWOT ANALYSIS Strengths: Good marketing concepts 4

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