07 May DISCUSS THE CORPORATE STRATEGY OF FRESH DIRECT USING THEORY FROM THE MODULE AND EXAMPLES FROM THE CASE.
Please note that research aimed at updating the case study information is NOT
required and will not improve your grade.
Students are required to support their answers with reference both to the case study’s
evidence and to theory from the module core text, lectures and the module reading
list.
Answers should be in essay form (with headings and subheadings where appropriate), using
evidence from the case study to illustrate the theoretical points made. Your essay should be
1000 words per question answered (2000 words in total), +/- 10% excluding references with
the actual word count given on the front page. Please ensure that you put the number of the
question that you are answering at the beginning of each answer.
Students must answer Question 1 on the following page, plus one further question chosen
from Section B.
�Section A – compulsory question
1) Using module theory and examples from the case discuss the dynamic nature of the
online grocery industry, including an overview of the key forces that shape the industry
and the competitive environment in which Fresh Direct operate. Analyse the competitive
strategy that Fresh Direct have followed and discuss its key success factors in relation to
competitors identified in the case.
Section B – choose one question from this section
2) Apply Porter’s Value chain to the case and identify and discuss Fresh Direct’s value
creating activities. Using the VRIO framework evaluate which of these are most valuable
(V) and which of these do you believe to be difficult to imitate (I) and why? Discuss the
role of R (rarity) and O (organisationally aligned) elements in their strategy.
3) Discuss the corporate strategy of Fresh Direct using theory from the module and
examples from the case. Identify the company’s strategy for growth and evaluate the
sustainability of the business model that they have adopted. What opportunities can you
identify that could help to develop their corporate portfolio in the future.
4) Examine and evaluate the development of the operational structures that Fresh Direct
have put in place to service customers. To what extent has this been a planned or an
emergent process? Identify the key challenges for the company going forward and
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