4. HelloFresh aims to provide each and every
household with the opportunity to enjoy
wholesome home-cooked meals with no
planning, no shopping and no hassle.
“
HelloFresh Portfolio Analysis
14. HelloFresh Portfolio Analysis
Core Competency
Large data driven technology platform:
● Efficient supply chain management
● Continuous product expansion &
innovation
● High marketing efficiency
15. HelloFresh Portfolio Analysis
Areas for
Improvement
Main issue: decreasing customer
retention rate
Only 73% of HelloFresh customers have
made repeat purchases from HelloFresh
(Statista, 2016)
17. 11th largest economy
Relatively equal income
distribution
Ease of doing business
Political
Good diplomatic relations
Democratic nation
Presence of North Korea
PESTEL Analysis
Economic Social
Increase in delivery
Increase in price of groceries
18. Technological
High internet penetration
Highest broadband internet
subscription rate
High smartphone penetration
PESTEL Analysis
Ecological
Environment performance
index
Signed the Paris climate
agreement
Demand for green growth
Legal
The Improper Solicitation
and Graft Act 2016
Inefficient customs
operations
20. SWOT Analysis
● Limited flexibility in prices
● Difficulty in finding local suppliers
to reach fresh products
● Rise in single-person households
and increase in women's
participation in the workforce
● Food safety concerns
● Preparing food at home may lose its
importance
● Flexible product and adaptable to
South Korean Palate
● Eco-friendly and sustainability
premium advantage
● Good connotation with the logo
● Leverage existing database on
taste profiles
● First mover advantage as a global
brand
● Perfected a scalable model
21. SWOT Analysis
● South Korea has a low indulgence rating
towards new products
● Agricultural regulations
● Potential competitors in South Korea
● South Koreans will prefer local and
home-grown brands if a foreign competitor
arises.
● May be difficult to purify all ingredients
● Growing market segment of
health-conscious families
● Increasing percentage of one person
households
● Introduction of hyperlocal delivery
companies in South Korea
● Booming technology and internet usage
23. Cannot guarantee
freshness of product
Difficult to customize with
local ingredients
Modes of Entry
Exporting
Quality control issues
Brand image is important
Contract-Based
Joint Venture is too risky
Mergers and Acquisitions
has been successful for
HelloFresh in the past
Equity-Based
24. Modes of Entry
Acquisition Target:
Fresh Easy
70% market share in South Korea
Seeking an IPO soon
Strong brand presence
Solid supplier and distribution network
26. Marketing Objectives
1. Grow rapidly in the South Korean market
2. Smoothly transition brand from Fresh
Easy to HelloFresh
Proposed Marketing Plan
27. Product
Proposed Marketing Plan
Augmented Product
Delivery Service
Customer Service
Core Customer Value
Fresh ingredients
Easy to follow recipes
Hassle-free, no need to shop
Actual Product
Meal kits
Precise quantities and portions
Recyclable package
30. Price
Keep multi-level pricing strategy
Adjust for economic environment
Mimic a market penetration pricing strategy
Conduct market research on price sensitivity
Proposed Marketing Plan
41. Gifting Campaign
What’s better than gifting one meal?
Gifting two.
Government statistics show there are about
25,000 single mothers in South Korea but there
are more that do not register due to the social
stigma.
During the holiday season, when you gift
someone a meal, HelloFresh gifts a meal to a
family in need
Proposed Marketing Plan
Social Corporate Strategy
