For this case study you will be challenged to demonstrate your understanding of strategic analysis in the context of this particular organization$$s business decisions.

You will be responsible for conducting a comprehensive strategic analysis of the case.$$

$$Step $1$:$$ Conduct your internal and external Strategic Analysis $$ by answering the following questions $($please refer to the Strategic Frameworks toolkit$)$ Each question could represent one or two ppt slides.$$

$$

Q$1$: What factors or trends are important for Fresh Direct?$$ Assess the general external environment by identifying the specific factors $($per PESTEL analysis in Toolkit$)$ that were driving the industry at the time of the case. Thoroughly explain how the specific factor affected Fresh Direct. If it presented an opportunity, what was the opportunity? If it presented a challenge or potential problem, what was it and why was it a challenge? If it presented a threat? How might the threat affect the company? Include the PESTEL chart in your slide presentation.

$$

Q$2$: Who are Fresh Direct$$s direct and indirect competitors?$$ Develop a complete list for both.$$ Then, conduct a Porter Five Forces analysis to assess the level of threat to Fresh Direct's Growth and Change that is presented by Rivalry Among Competitors in the industry. Use the format in the Strategic Analysis Toolkit and show the diagram.

$$

Q$3$: What internal resources and assets did Fresh Direct have that gave it a competitive advantage?$$ List the tangible and intangible resources and be sure to analyze each.$$

Apply the VRIN concept $($Valuable$,$ Rare, Imperfectly Imitable, Non$-$Sustainable$)$ against these resources to determine if they can have a sustainable competitive advantage against their competitors. Use and show the VRIN chart in the toolkit.

$$

Q$4$: What are the value chain activities that Fresh Direct does in order to create value for its customers?$$ Fill in the table provided.$($per Porter$$s Value Chain analysis$)$

$$

Steps $2-5$ Each step could represent one or two ppt slides with content

$$

$1.$ Identify what you believe are FD$$s key challenges $($hint: there are several$)$

$2.$ Summarize all previous analyses from Step $1$ to produce a SWOT analysis $($use and show the SWOT format in the Analysis Toolkit $).$

$3.$ Propose at least two alternative recommendations based on your comprehensive analyses and SWOT summation.

$4.$ Make Your Recommendations

Of your alternative recommendations, recommend your best choice and provide a clear and cogent argument for why you believe this recommendation will provide Fresh Direct with a sustainable competitive advantage as we$$ve identified. $($Hint:$$ use the RBV criteria of valuable, rare, difficult to imitate, or substitute.$$ Be sure to challenge the assumptions that often occur when one looks at the obvious $($what is right in front of you$)$ to consider what is not quite as obvious; identify those assumptions and discuss why your recommendation can overcome those.$$Cite specific findings in the analyses $($for each reason you offer$)$ as evidence to support$/$defend your position