FreshDirect SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3622
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SWOT Analysis of FreshDirect with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FreshDirect

Parent Company

FreshDirect

Category

Online Grocery  Store

Sector

Grocery marketplace

Tagline/ Slogan

Our food is fresh. Our customers are spoiled.

USP

Online grocery store which delivers in New York City areas and its USP is the convenient, fresh and low priced food it offers compared to any other NYC supermarket.

STP

Segment

People who have irregular working hours or work shifts and might go for impromptu purchases and who has an access to the internet.

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time. Who don’t even have the spare time to visit an convenience store and wants to order online.

Positioning

Fresh Direct offers fresh and good quality food right at the door step of their customers so that their customers don’t have to travel far for a delicious and nutritious meal.

SWOT Analysis

Strengths

1. Online grocery store offers the convenience and advantage of shopping at your home. Goods are delivered in refrigerated trucks so that they remain fresh.
2. Offers wide range of fresh food at low prices right at the customers’ doorsteps.
3. Offers custom made groceries for the customers called just in Time service where orders are made ready as per the unique order.
4. Also offers additional attractive services to the customers like fresh from the farm quality food, discounts on bulk purchase, chef made entrees, easy family meals and freshly baked food.

5. A very popular brand in New York with efficient services

Weaknesses

1.The range of food offered is limited compared to other supermarkets since it is not possible to keep the entire collection on wheels
2.Distribution is limited to the New York. Not spread to other areas.
3.Is accessible only to customers with an internet service.

Opportunities

1. More young professionals living away from home and working long hours prefer fresh food delivered at their doorsteps. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods.
3. Expand network, wider product range  and reach to people by opening up more distribution networks outside the New York city area.

Threats

1.Dependant on internet connectivity for efficient functioning. Network outages can lead to loss of sales.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.

Competition

Competitors

1) Peapod.

2) D’Agostino Supermarkets.

3) Dean & DLuca, Inc.



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