LSC UoS BA Business Studies: Integrated HelloFresh Case Study Analysis

This case study analysis examines HelloFresh, a meal-kit delivery company, focusing on its business operations, challenges, and strategic responses. The report begins with an executive summary, followed by an introduction that outlines the problem of sustainability issues, the research aims, and the structure of the report. It then provides a case brief describing HelloFresh's business model and market position, especially during the COVID-19 pandemic. The analysis delves into the problem statement, plan of analysis, and a literature review that covers the company's growth, competitive position, and sustainability efforts. The findings highlight the challenges related to plastic packaging and the company's sustainability initiatives. The report concludes with proposed solutions to address these issues and recommendations for future business development, emphasizing the importance of adapting to market changes and maintaining a competitive edge. The study also explores the impact of the COVID-19 pandemic on the company's operations and the strategic choices made to navigate the crisis. The report underscores the need for HelloFresh to prioritize sustainability, employee welfare, and technological advancements to maintain its position in the market.

Case Study Analysis
(Integrated)

EXECUTIVE SUMMARY
Business management is one of the finest approaches to control and develop effectiveness
in majority of business operations. In this research, Hello Fresh company and its key problems in
the dynamic business environment are analysed. This project will include major planning and
policy based development approaches which are helpful in increasing chances of success of a
business. The project will cover majority of business operations which are essential to be
developed by a business entity in order to gain competitive advantage. The research will mainly
focus on approaches related to management in order to satisfy wants and needs of customers.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
MAIN BODY...................................................................................................................................4
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
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

MAIN BODY
CHAPTER 1: Introduction to the case study
Statement of problem
As per the analysis of case study, it is main role of a business to deliver best and focused
practices to deal with main issues. The case study states that, Hello Fresh company is facing
sustainability based issues which are impacting on its working in a negative manner. The Hello
Fresh company is also changing its structure to get more compatible with current issues.
Excessive use of plastic in their packaging is also one of the major issues for Hello Fresh
company. The main role of company is to also develop major policies related to Covid-19
pandemic to overcome major consequences.
Research aims and objectives
Aim of research
The aim of research is to develop an effective approach in the dealing with major
consequences and challenges that are faced by Hello Fresh Company.
Research aims and 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- In the whole research report, key goals and targets of Hello Fresh company are
discussed in order to deal with majority of problems(Holzberg, Clark and Morningstar, 2018).
The overview of Hello Fresh and its market coverage is also mentioned in this project in order to
increase chances of systematic and precise development
Situation Description- The next phase of this project will cover main perspectives of company
to deal with the contemporary problems.
Analysis plan- The analysis will include main focus on overview of case study and related
aspects to understand business development.

Findings and analysis- This project will carry out research in order to evaluate major findings
related to functioning of the business. The analysis will be carried out in an in depth manner to
lead the competition for company.
CHAPTER 2: Case brief: Description of the situation
Hello Fresh company is major company which provides delivery of meal boxes to
household. Company is an Australian company which took the market related to meal box
delivery in various nations in the year 2010. At the time of Covid-19, company was effective in
taking advantage of the situation when people were not preferring to go outside their house. This
resulted into increase in demand of meal boxes at homes and Hello Fresh company developed
effective operations to deal with the same (Horn and Garner, 2022). The management of Hello
Fresh company is also involved in increasing professionalism in its functions by making best
strategic choices. The company has also invested in major projects like Farm Biomass Project in
Canada and Yarra Yarra reforestation in Australia. All the major factors related to internal and
external environment were analysed by Hello Fresh to conduct successful business practices.
CHAPTER 3: Problem statement, plan of analysis and literature review
Problem Statement
In the functioning of a business, sustainability is one of the greatest concerns which can
increase chances of protecting the environment. The Hello Fresh company is also mainly
focusing on development of sustainable practices to provide customers a safe business working
environment. Hello Fresh received major complaints from the customers regarding the improper
packaging. Packaging of the meal boxes of company included use of heavy plastics which is to
be prohibited in order to conserve the ecology. Issue of cardboard packaging is also prevailing in
the functioning of Hello Fresh. Moreover, company also wants to give positive ethical approach
in handling majority of operations. Hello Fresh company is also going to adopt key business
practices that are happening in the competition to gain competency edge.
Plan of analysis
The plan of analysis will cover and collect all major primary and secondary to achieve
key research outcomes. Along with this, also the business entity will develop a major approach
in dealing with quantitative and quantitative data.

Literature Review
Growth and history of company
As per the views of , history of a business entity should be analysed by the management
to develop key perspectives related to policies and plans. The evaluation of historical
perspectives of Hello Fresh are wide in scope and played a major role in company success. Hello
Fresh is a major company in the competitive world, which has increased chances of growth and
development of major companies (Jewkes, 2018). If the history of Hello Fresh company is taken
into consideration then, it is analysed that in order to succeed at the marketplace all major
necessary steps are taken by company. The CEO of Hello Fresh company is Dominick Richter,
who is an enthusiastic entrepreneur. In the current scenario, he is a successful business person
who has made it clear for employees that dedication is main solution of key problems of a
business. Dominick Richter has taken his inspiration from Linas Markase which is an
organisation located in Sweden. The consideration of Scandinavian meal delivery based
perspectives which are essential for considering competitive approach. The main function of a
business organisation is to ensure success with help of Olver Samwer who was involved in
controlling a German internet authority based organisation to deliver best practices. In the year
2011, Hello Fresh company got funds sanctioned and it started to expand its operations in
different countries. Two more persons named as Thomas and Jessica who were effectively
providing key support to Richter. The main aim of Richter was to analyse key factors which can
impact on functioning of company. As a result, the Hello Fresh in present world is operating in 6
cities of Germany and also major five countries of world including United Kingdom,
Netherlands, France and Australia.
Competitive position of Hello Fresh
According to , it is very much necessary for a company to analyse key goals and
objectives and frame them according to competitors. It is main role of a business entity to
determine precise approach in dealing with main consequences and issues related to future
development. This is also key role of a business to support majority of employee so that they can
compete with others. The main function of all business entities in the global marketplace is to
focus on taking best strategic actions according to demand and supply. In order to increase the
chances of desired business success, business organisations should also approach
professionalism. To move ahead of competitors, it is necessary for the companies to gain

competency edge with policies and framework based approach. The Hello Fresh is also
becoming global company which has around 4.8 million customers. Gaining competitive
position in the marketplace is increased with the help and support of major policies and
frameworks related to Covid-19(Kaban, and Nasution, 2020). The main task and function of a
business organisation in tough times is to take strategic actions which are appropriate for growth
and development of company. It is main role of a business to perform effective management
based operations in order to deliver focused practices and approaches. The year 2020 is likewise
taken into consideration as worldwide and golden 12 months which made feasible shipping of
260 Million meal packing containers all throughout the globe. Hello Fresh company is also set to
develop key and major formulate main techniques and tools to lead the competition. Information
and technology are two major factors which are essential for the company to take support of
different measures which are appropriate for overall development. Main idea behind set up of
business was to fulfil hunger needs of people. Hello Fresh is also increasing its approach to deal
with main consequences related to business growth. In order to enhance business development.
The company is also increasing chances of growth and expansion by increasing chances of
development. In order to deal with major concerns of public company is also preferring to
develop carbon offsetting programmes. This is one of the key role of a business to analyse main
competitive growth based strategies in order to develop main and focused methodology.
Sustainability level within Hello Fresh
The level of sustainability is essential to be analysed in order to develop in environment
protecting approach. The sustainable practices are very essential to be adopted by a business
entity in order to support business growth(Kennedy, 2018). In order to increase competitive
approach, it is necessary for company to adopt best sustainability practices. The Hello Fresh
company is also involved in increasing chances of business stability by taking assistance of top
level and strategic management. Main reason of increasing sustainable approach is essential to be
evaluated in order to provide benefits to business development. In order to lead the competition,
it is necessary for a company to enhance the performance of employees. It is also crucial for
Hello Fresh company to develop best practices for competitive growth. The main companies also
take into consideration increasing its approach to the welfare of employees for better
performance development. Most of the companies also take into consideration application of
sustainable models and theories in order to lead competition. The main companies in recent

times are also increasing employee engagement and participation with the help of major strategic
choices. Analysis of key factors related to business growth is necessary for companies to deliver
best approaches and practices. The carbon offsetting programme and its development is also
increased by the company to achieve key competitive advantage. This is also one of the major
roles and responsibilities of management of Hello Fresh to take into account cultural aspects.
Welfare of employees and society are two major considerations which are essential for Hello
Fresh company. In order to gain competitive advantage in a short period of time. It is key role of
management of Hello Fresh to deliver key perspectives. In order to lead the competition, it is
necessary for Hello Fresh to develop systematic goals and objectives. The achievement of set
targets must be supported by a business organisation while taking into consideration modern IT
tools and techniques. Sustainability should be also adopted in order to increase chances of
expansion by Hello Fresh.
CHAPTER 4: Analysis & Findings
According to this case study Hello Fresh organization has been facing lot of challenges
within marketplace. The main aim of business is based over support system which develops
precise approach for developing operations with key perspective(Kraak, 2020). As per recent
studies Hello fresh is an important organization used for managing different operations. The
analysis deals over case study which indicates that German delivery of foods is based upon
performing operations within fourteen countries which are spread all over world. The packaging
is plastic that has been developing importance over operations and problems within an
organization. The pandemic and its circulation which has increased economy over chances and
makes creation developed within an organization. The pandemic and its circulation within
economy has increased chances of growth and development.
The Covid-19 pandemic has main hit over industries which are present all over world.
This makes effectiveness developed over various functions within an organization. This is
necessary for an organization to develop major and precise methods to deal over key challenges
and issues. Carbon offsetting Programs are important and precise method all over world. In
order to serve food and beverages, Hello Fresh has been taking support of total quality
management. The main organization within international and national marketplace benefits of
business should be analysed over developing strategies and actions in relation to it. This is major
role which increases focus upon delivering values by making understanding developed over

wants and needs of customers. In countries like France, United Kingdom, Netherlands and
Australia Hello Fresh has been operating on large scale. Companies has been achieving 100
employees within year 2015 and 2020. The main countries within which Hello Fresh has been
conducting operations are Canada, Switzerland, Belgium, Luxembourg, Denmark and Sweden
(Lak, Amiri and Aghamolaei, 2022). The internet users has been increasing over wider base
within world and according to report within last ten years the figure has increased to 32%. The
main role of an organization is based upon achieving effective key operations that has been
supporting competitive strategies. In the time of COVID 19 when an organization has been
suffering and people were not going outside their home. The organization is focused upon
increasing sustainability which is based upon approach helping in increasings advantages that is
based over strategic growth. The maximum task of Hello Fresh which is used for building
sustainability within agency simply making impact provided over society. The organization has
been going over walking which makes task turn which is primary based over total meals to its
customers which is revealed in there food. In this way fee variety of centred customers that has
been making tasty food. The special task of Hello Fresh which is based over nutritious and
healthy over simply sustainability for maintaining balance.. Hello Fresh is emphasised over
addressing the undertaking of wastage in which the organization has accompanied approach of
forecasting.
To dominate the marketplace and the competition, it is necessary for Hello Fresh to
deliver best and suitable business practices. Hello Fresh have analysed that food waste is the
maximum vital element or hassle seen internal food agency and if the enterprise need to mitigate
the issue the organization is practising to use extremely good efforts. The company must also
develop and take use of artificial intelligence in its key business operations to increase the
desired success chances.
CHAPTER 5: Proposed solution to problem
Hello Fresh organisation has been facing various challenges which is based over
sustainable and traditional business practices. The management of an organization is trying hard
for delivering over best values which is used for attracting new customers. The current condition
of global environment is based upon favouring within an organization. The current conditions of
global environment is not in favour of organization which has been impacting its functions in
negative manner. The plastic packaging of goods and services based upon increasing functions of

Hello Fresh in negative manner. This is an key role of Hello Fresh over achieving set goals and
objectives with business associated approach. The proposed solutions for different problems
which are faced by Hello Fresh are mentioned below:

 In order to develop more sustainability based practices and issues, it is essential for Hello
Fresh to adopt eco-friendly practices. The top level authorities and board of directors of
the company should develop and choose most appropriate strategic actions to convert the
company to Eco-friendly. In the era of stiff competition between different companies it is
essential role of the business organisation to deliver best values and benefits to
customers. The company should also follow all the rules and regulations formulated by
government in order to develop best approach and practices In order to lead the
marketplace in a short span of time, it is main role of Hello Fresh to adopt sustainability.
 Hello Fresh company should has increased chances of making business achieve success
which has been increasing competition that is related to various approaches. The
organization have packaging over precautions which is based over making marketplace
developed more effectively(Lee and Lee, 2018). The main function of business is based
over uplifting chances of making growth which increases motivation within them. This is
an important role which is played by strategic management within an organizations over
its policies and framework.

CONCLUSION
From the above conducted research it can be concluded that development of business
strategies is one of the major functions of a business which helps in increasing chances of
business development. The project concludes that adopting professionalism in a business
organisation is a key to success in the contemporary business environment. This report concludes
that in order to survive at the marketplace, it is necessary for a company to adopt sustainable
practices. This project also concludes that most of the successful companies in the international
and national marketplace focus on development of strategic approaches to deal with major issues
and challenges.