Management Freshippo Research Paper 2022

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

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MANAGEMENT
Introduction
The research paper helps in understanding the role of Freshippo in managing their
business activities and managing preferences of the customers in an effective or ineffective
manner. The main aim and purpose is to understand and identify the business model of Freshippo
and the process through which they will be able to achieve sustainability.
Discussion
Freshippo has developed their online and offline business model with the adoption of the
electronic shelf-labeling system which helped in displaying product prices in real time, that
helped in ensuring consistency across the online and offline prices and parallel stores sales as
well as replenishment (Melati & Dewi, 2020).
Freshippo has created two events each week and provided WeChat Online group wherein
the customers could be able to discuss the food related topics. It used the account for informing
different customers regarding food and health, as the part of the value proposition for reaching
towards the customers through personalized marketing. In addition, Freshippo encouraged
healthy eating with fresh food being made available for consumption as well (Zhang & Zipser,
2019).
Freshippo has been able to capture value from the customers as the working women
preferred mostly the fresh produce and approximately 75% of the customers claimed that they
would be rather buying fresh produce than the others. In this manner, the company was able to
capture value from their customers.