![]() Meal Kit Delivery Service, Business Model, Blue Apron, Marketing Strategy, Meal-Kit Subscriptions, Competitive Strategyīuy this case study (Please select any one of the payment options) Price: Rs. Introduction Background Note Business Model Marketing Success Challenges The Road Ahead Exhibits Keywords Analyze future prospects of the meal kit delivery service in the US.Understand the issues and challenges the company faced and explore new ways to combat the challenges.Appreciate the difficulties in transforming a new concept to a mainstream product.Understand the reasons why Blue Apron succeeded initially in the meal kit delivery industry in the US.The case is structured to achieve the following teaching objectives: It remains to be seen how Blue Apron will survive the challenges that come its way. Moreover, intense competition and Amazon’s plan to launch its own meal kits made things difficult for Blue Apron. ![]() The company also had to face some operational challenges due to its broader product expansion. One of the biggest challenges was the cost of attracting new customers and the retention of existing customers. However, the meal kit delivery startup faced some challenges as it accelerated into a bigger company. In 2016, Blue Apron generated revenue of about US$795.4 million by delivering about 8 million meals per month to customers. Though the company was profitable in just the third quarter of 2016, its growth was impressive. Instead of shipping out finished meals, Blue Apron let its customers be the chefs, delivering recipes and fresh ingredients to people all over the US. There are a few ways that Blue Apron achieves this objective. The value proposition to the customer is the ease of takeout combined with the freshness of a home-cooked meal, all for a low price of 10 per meal3. The company adopted a unique business model by mailing perfectly portioned, pre-packaged ingredients and recipe cards to home cooks in need of handholding. Blue Apron delivers a box of fresh ingredients, straight to your door with easy to cook recipes and directions. Add some vibrancy with a lime shade or choose a dark green apron for a. Founded in 2012, Blue Apron is one of the fastest-growing food delivery businesses in the US. Discover a great choice of green aprons for sale to complement your uniforms. The case discusses the successful journey of subscription-based meal kit delivery startup Blue Apron. Themes: Business Strategy, EntrepreneurshipĪbstract Case Intro 1 Case Intro 2 Excerpts Abstract
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