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 t

MBSP0394 Managing Strategy, Semester A 2013/14Coursework Component Two• Release of Questions at 1.00pm Wednesday 8th January 2014• Submission of Coursework Component Two 12.00 midnight (same day Wednesday 9thJanuary 2014)All questions relate to case study:‘Fresh Direct: Delivering the Goods?’ From Strategic Management Text and Cases, Dess,Lumpkin and Eisner (2009) 4th Edition.••Please note that research aimed at updating the case study information is NOTrequired and will not improve your grade.Students are required to support their answers with reference both to the case study’sevidence and to theory from the module core text, lectures and the module readinglist.Answers should be in essay form (with headings and subheadings where appropriate), usingevidence from the case study to illustrate the theoretical points made. Your essay should be1000 words per question answered (2000 words in total), +/- 10% excluding references withthe actual word count given on the front page. Please ensure that you put the number of thequestion that you are answering at the beginning of each answer.Students must answer Question 1 on the following page, plus one further question chosenfrom Section B..Sec
tion A – compulsory question1) Using module theory and examples from the case discuss the dynamic nature of theonline grocery industry, including an overview of the key forces that shape the industryand the competitive environment in which Fresh Direct operate. Analyse the competitivestrategy that Fresh Direct have followed and discuss its key success factors in relation tocompetitors identified in the case.Section B – choose one question from this section2) Apply Porter’s Value chain to the case and identify and discuss Fresh Direct’s valuecreating 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 therole of R (rarity) and O (organisationally aligned) elements in their strategy.3) Discuss the corporate strategy of Fresh Direct using theory from the module andexamples from the case. Identify the company’s strategy for growth and evaluate thesustainability of the business model that they have adopted. What opportunities can youidentify that could help to develop their corporate portfolio in the future.4) Examine and evaluate the development of the operational structures that Fresh Directhave put in place to service customers. To what extent has this been a planned or anemergent process? Identify the key challenges for the company going forward andsuggest strategic options that would help them to address these challenges.


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