Integrated Case Study Analysis: Hello Fresh and Business Challenges

This case study analyzes Hello Fresh, a meal kit delivery company, focusing on its business challenges and strategic responses. The report examines the company's sustainability efforts, particularly its struggles with plastic packaging and carbon offsetting programs. It explores the impact of the C...Read More

Integrated Case study
analysis

EXECUTIVE SUMMARY
The project includes the example of Hello Fresh company which is a business firm
providing meals as a delivery. This report will focus on major challenges and issues faced by
company in order to maintain sustainability and developing future benefits. The project includes
key role of a company in making efforts and taking strategic actions to increase chances of
market stability. As it is multinational company it requires planning and strategic framework to
develop effective approach.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: Introduction to the case study.........................................................................4
Statement of problem.............................................................................................................4
Research aims and objectives.................................................................................................4
Structure of the rest of the report............................................................................................4
CHAPTER 2: Case brief: Description of the situation...........................................................5
CHAPTER 3: Problem statement, plan of analysis and literature review..............................5
CHAPTER 4: Analysis & Findings........................................................................................8
CHAPTER 5: Proposed solution to problem..........................................................................9
REFERENCES..............................................................................................................................13

CHAPTER 1: Introduction to the case study
Statement of problem
The main function of Hello Fresh company is to identify major challenges that are
happening in contemporary business environment (Hanaysha, Al-Shaikh, and Alzoubi, 2022)One
of the main concerns for the Hello Box company is excessive plastic in the boxes which are
delivered all across the globe. The business organisation is putting main focus on carbon
offsetting programmes. Management of company wants that company should go more
sustainable in order to perform conservation of employees (Altig, Mihaylov, and Mizen, 2020).
The development of Hello Box company is also affected by global pandemic COVID-19 in a
negative manner. The pandemic has hit the business of Hello Box in a negative manner and has
also impacted on revenue and profitability of company.
Research aims and objectives
Research Aim
To evaluate importance and analysis of delivery of meal box by Hello Fresh in the tough
times of Covid-19.
Research Objectives
 To gain competitive advantage by adopting sustainability.
 To gain in depth understanding of past and development of Hello Fresh.
 To assess key changes which are faced by Hello Fresh by the effect of Covid-19
pandemic.
Structure of the rest of the report
Introduction- The initial stage in this project includes objectives and aims of the case study with
major emphasis on issues faced by Hello Fresh.
Description of situation- The secondary chapter of this project will provide brief overview of
the case study.
Analysis plan- In this project a brief analysis of secondary information related to project. The
next focus will be on solving the problems with key planning and policies. The detailed analysis
will also discover application of key models and theories to deal with dynamic situation.
Findings and analysis- Under this section, a brief description of situation is performed with
achievement of major findings.

CHAPTER 2: Case brief: Description of the situation
In this analysis, whole focus is on evaluating the impact of COVID-19 pandemic on the
meal kit providing industry. The Hello Fresh company in the year 2020 has led the competition
by following various plans and policies. Company has mainly conducted main functions over all
world by selecting 14 major western nations. This approach has made company more dynamic
and feasible at the marketplace with identifying major factors to deal with the same. In the past
years, the main aim of organisation included development of operations with sustainability
(Rakshit, Islam, Mondal, and Paul, 2021). The company also put emphasis on increasing
business growth and expansion by acquiring Green Chef company. The company has also
focused on making the carbon neutral meal in order to provide major support to key
organisations. The main issue and concern for the company was related to unethical packaging.
In the recent times, company has faced major issues related to COVID-19 pandemic in order to
survive at the marketplace (Baca, and López, 2018). The pandemic created various challenges
for the company which were essential to be identified and developed accordingly. The Hello
Fresh has also took assistance of major strategic choices as it invested in one of the topmost
projects like Yarra Yarra Reforestation in Australia and Farm Biomass Project in Canada.
CHAPTER 3: Problem statement, plan of analysis and literature review
Problem Statement
In order to lead the competition it is essential for company to maintain sustainability as it
will benefit future generations and protect the environment. This section will focus on
identifying major problems that are faced by Hello Fresh company. The excessive plastic which
is used by company, is not liked by the customers and is putting question mark on whole
company (Ng, and Rezaee, 2020). The Hello Fresh company has received complaints from
various customers as there was more plastic used in the packaging. This problem has impacted
deeply on functioning of company and made it to retain its customers (Baumgartner, and Rauter,
2017). Also it is majorly significant for the company to seek attention of new customers. The
company in order to deal with plastic issues and cardboard packaging. As a result, Hello Fresh
started to put a major emphasis and develop supervision on packaging.

Plan of analysis
In this section, a key focus is developed according to the collection of quantitative and
qualitative information and sources (Bellucci, Bini, and Giunta, 2020). Also the application of
thematic assessment and evaluation is applied to gain knowledge and understanding of
theoretical information.
Literature Review
Growth and history of company
According to (Ciotti, Ciccozzi, and Bernardini, 2020), the business and its sustainability
analysis is one of the key approaches which should be followed by an organisation. Hello Fresh
company is one of the finest companies all over the world which provides meal services to its
customers. The company is having CEO as Dominik Richter and he is a scholar from London
School of economics. Since the early childhood, he was ambitious to become a successful
entrepreneur. The Richter took his inspiration from the success of Linas Markase, an
organisation based in Sweden. The Scandinavian meal kit delivery agents has delivered its
consumers pre-packaged ingredients on weekly basis with matching recipes (Imbrogiano, and
Nichols, 2021). The Richter was very much eager in checking whether the chosen model of
business can catch on beyond Nordics. The CEO of Rocket Internet, Oliver Samwer, a German
internet organisation that has put capital in majority of online start-ups. Then, once the funds
were secured in 2011 November, then Hello Fresh was started by Thomas, Jessica and Richter
which was earlier known as Jade 1314 Berlin. Main aim of setting up the company was to
provide meal boxes to key customers in a pre-packaged condition (Black, 2017). The business
started using pre-packaged meals which are delicious in nature. The company has achieved
major success in a short period of time which was only 40 days of organising meetings. As of
now, the company is now operations in 6 major cities of Germany and 5 major countries
including Netherlands, United Kingdom, France and Australia.
Competitive position of Hello Fresh
The (Cohen, Morrison, and Dao, 2020) states that, the meal box service includes primary
focus on providing best meals which are packed to the customers. Main consideration by
companies in preparing meal kits is, it includes concept of total quality management. The main
ingredients according to season should be followed by a business entity in order to increase the
sales of meal boxes. Hello Fresh company has always maintained its goodwill and reputation at

the marketplace by maintaining decorum of its goods and services. The company is always
analysing demand and needs of its customers to develop focus on increasing awareness of its
products (Rezaee, 2017). Hello Fresh company has also used customer feedback, website
activities and surveys to deliver best business practices. In the year 2017, the Whole Foods was
acquired by e-commerce company Amazon. The company started to develop business activities
by selling meal kits based items in the same marketplace. The main competition to Hello Fresh
was with Walmart and Publix which impacted its sales.
Changes adopted by HelloFresh due to outbreak of global pandemic COVID-19
In the views of (Gupta, Abdelmaksoud, and Goldust, 2020), Covid-19 pandemic is
considered as major communicable disease which has impacted on functioning of whole
marketplace. It is major role of a business to develop effective strategic choices in dealing with
Covid-19 in order to face the challenges. The consumers as a result of Covid-19 pandemic were
afraid to visit any business entity or purchase of its products and services (Johannson, 2017). The
Covid-19 pandemic also created a situation of lockdown which was hard to deal by key
organisations. If the 2020 statistics of Hello Fresh are taken into consideration then, Hello Fresh
company faced a major increase in customers from 2.48 Million to 4.18 Million. The year 2020
is also considered as global and golden year which made possible delivery of 260 Million meal
boxes all across the globe. In the tough times of Covid-19, Hello Fresh was able to maintain
effective relationship with customers and was successful in maintaining effective business
operations. Main reason behind success of company was, its quality services in the critical time
of Covid-19.
Sustainability level within Hello Fresh
As per (Haleem, Javaid, and Vaishya, 2020), sustainability is considered as a major
approach which helps the business to develop focused and systematic operations. In the
sustainability, a business entity focuses on conserving business environment with benefiting
future generations. Hello Fresh company has also focused on business sustainability
development in order to set example for main companies (Schaltegger, and Wagner, 2017). The
Hello Fresh company will focus on development of nutritious items in their meal box to provide
healthy food to community. Company also focuses on recycling techniques which are
appropriate for long term growth of a business. In order to lead the competition, Hello Fresh has
also developed key operations in an effective manner related to sustainability. The carbon

emissions per meal should is also minimised and reduced by Hello Fresh in order to eliminate
chance of environment pollution (Higón, Gholami, and Shirazi, 2017). The Sustainable
development goals of United Nations are also obeyed and followed by Hello Fresh in a precise
manner. Company has also took a major step in supporting carbon offsetting programs.
CHAPTER 4: Analysis & Findings
The above analysis concludes that Hello Fresh is going through major challenges and
issues which are essential to be handled. Key role of a business is to put efforts in maintaining
environment friendly operations to take care of contemporary surroundings (Dube, Nhamo, and
Chikodzi, 2021). The Hello Fresh has achieved key milestones in the field of meal box delivery
and is creating various opportunities for employees and society (Roggeveen, and Sethuraman,
2020).The Main deliverer of German food is applying key value chain so in order to develop
business operations in more than 14 countries all over the world. In order to maintain
sustainability at the marketplace, the organisation is facing major criticism and challenges
(Rodionov, Konnikov, and Konnikova, 2018). The plastic which is used by companies in their
packaging is also harmful for the organisation in order to increase chances of negative
operations. The pandemic time was also a golden time for Hello Fresh as it increased its sales
turnover by a great margin. The usage of plastic in the packaging was not liked by customers.
In order to develop effective approach at the marketplace, it was essential for the business
entity to develop sustainability in major functions. In the time of Covid-19, business entity was
unable to manage its available financial and human resources which created complexity
(Bashshur, Doarn, and Woolliscroft, 2020). People were unable to go outside due to the
situation of lockdown and it was essential for the business organisations to deliver focused
practices (Ponte, 2019). This situation provided advantage to Hello fresh company and all major
functions of company were supported by Covid-19 pandemic. Main task of a business is to
analyse all major external and internal factors that are important for effectiveness (Rosati, and
Faria, 2019). The chances of business management are to be increased with the help of
professionalism in order to create competitive growth. Main motive of a business organisation is
to analyse in depth that how key operations of a business should be developed by business entity
(Cortis, 2020). Carbon offsetting programmes must be developed by the business entity in order
to give boost to sustainability based business practices.

The key analysis which is performed above states that food and beverages which are
delivered by Hello Fresh includes items which are perishable in nature (Banerjee, 2020).The
delivery of products and services also matters a lot in the recent times in many of the business
entities. It is main role of the management of Hello Fresh to perform sustainability based
operations in order to fulfil demands and needs of customers (Franceschelli, Santoro, and
Candelo, 2018). Main role of a business entity should be to analyse key perspectives related to
growth and development by focusing on business development. The Hello Fresh company is
performing key operations in international marketplace in major countries like France, United
Kingdom, Netherlands and Australia. The main achievement of company is gaining number of
employees from 0 to 100. The year 2015 and 2020, Hello Fresh company is conducting more
operations in different countries like Belgium, Canada, Switzerland, Luxembourg, France, New
Zealand, Sweden and Denmark.
In the last decade, mobile phone internet users have increased by 62% in order to perform
key operations (Balkhair, 2020). The precise impact of Hello Fresh operations also includes
primary focus on major roles and responsibilities by increasing chances of growth and
expansion. Main trends in food industry includes key focus on online functions and selling in
order to facilitate business development (Bibbins-Domingo, 2020). The main role of a business
should be to analyse strength of customers and their demand in relation to pandemic (Rossignoli,
and Lionzo, 2018). The Covid-19 pandemic also created several opportunities for the companies
as they have performed main functions at the marketplace (Sikdar, Sengupta, and Mukherjee,
2017). The total number of customers in Covid-19 pandemic was increased to 260 million. The
success which is achieved by company will include increase in revenue and profitability to gain
maximum competitive advantage.
The most important project of Hello Fresh is to accumulate sustainability of their
enterprise in order that tremendous effect over the society. The agency is running for the project
of delivering quality based food to their clients for you to experience their meals. In this way
price range targeted clients may even store price on gaining tasty meals (Sroufe, 2018). The
different project of Hello Fresh is to offer nutritious and wholesome meals in order that
sustainability in usual way may be maintained (Skegg, Gluckman, and Woopen, 2021). Hello
Fresh is emphasized over addressing the venture of wastage wherein the agency has followed
technique of forecasting (Spinelli, and Pellino, 2020). Hello Fresh have analysed that meals

waste is the most important detail or trouble visible inside meals enterprise and if the business
want to mitigate the difficulty the agency is practising to apply exceptional efforts.
CHAPTER 5: Proposed solution to problem
The Hello Fresh company is going through some issues and challenges which are making
it less competitive. Effectiveness of company is also being affected by the contemporary
business environment in order to develop effectiveness in major operations (He, Zhang, and Li,
2021). The proposed solution for the problem faced by Hello fresh should be followed by
business in a well defined manner. In order to lead the competition, it is essential for the
company to take assistance of professional top level and strategic management (Doppelt, and
McDonough, 2017). The Hello Fresh company can use recyclable material in order to produce
minimum carbon emissions. Hello Fresh company should deliver key business practices which
are lesser than 33% of lesser gas emission. In order to gain competitive advantage in the food
industry, it is essential for the Hello Fresh company to develop focused operations (Haleem,
Javaid, and Vaishya, 2020). The main aim of environment conservation is to develop precise
surroundings for the citizens by following ethical business practices (Ulucak, Yücel, and Koçak,
2019). The company focused on developing sustainable measures since the year 2018. Packaging
of company should be done in an appropriate manner in order to lead the competition with
ethical approach (He, and Harris, 2020).
The business entity should adopt Eco-friendly practices to focus on sustainability and its
different dimensions (Mukhtar, Javed, and Sethi, 2020). The main role of a business is to
develop a value chain in majority of organisations and lead the competition in a well and
advanced manner. The key task of a company is to analyse all major factors related to external
and internal environment in order to develop carbon emission friendly business (Gast, Gundolf,
and Cesinger, 2017). The main aim of company is to develop around 50000 tons of carbon and
24000 MW of electricity. The Hello Fresh company should develop carbon offsetting
programmes in order to maintain professional sustainability. The Hello Fresh should be involved
in minimising the risk associated with key operations with sustainability (Tandon, 2020). The
Green certified sustainability based kits should be used by Hello Fresh company to lead the
competition with more efficiency.

The another problem for Hello Fresh company is associated with is dealing with
problems in commercial enterprise at operations. In the time of COVID, because of heavy call
for and minimal assets the organization become now no longer capable of meet their needs in
powerful way(Biloslavo, Bagnoli, and Edgar, 2018). This approach that the organization have
used differential operational equipment of their commercial enterprise in order that performance
inside commercial enterprise capabilities may be attained (Muhammad, Long, and Salman,
2020). The organization has used distinguished deliver chain of their commercial enterprise in
order that to control all of the assets in suitable way (Pettengill, and McAdam, 2020). The
organization is likewise tracking their components in one of these manner that call for and
deliver may be aligned properly (Kumar, Gupta, and Srivastava, 2020). The organization has
released projects of their packaging in order that they're now no longer designed with heavy
cardboard in order that to control their advertising and marketing function in powerful way.
Hello Fresh company entered into marketplace of around 14 countries in order to satisfy
hunger demand of major clients. The company is going to adopt sustainability in its key
operations by maintaining a dynamic business environment (Ciotti, Ciccozzi, and Bernardini,
2020). It is one of the crucial functions of a company to deliver best practices in setting good
packaging. The pandemic has also created major issues which can be handled by a company in
an effective manner by using major tools and techniques (Wijethilake, 2017). The Hello Fresh
company is using PET thermoforms for herbs, for eggs and fragile items the company is using
moulded paperboard, for dairy products the company is using PP cups with foil lids so that to
manage its perish ability.

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