Market Environment of "HelloFresh". What are the opportunities and risks of the company? (PDF)

Seminar paper from the year 2018 in the subject Business economics - Company formation, Business Plans, grade: 1,7, International School Of Management, Campus Frankfurt, language: English, abstract: This paper takes a closer look at HelloFresh and its business environment. HelloFresh is a rapidly developing German start-up and a role model for many young companies. Especially due to the achievement of the last milestones, such as the successful IPO in 2017, the acquisition of the competitor Green Chef or the achieved market leadership in March 2018 in the USA, HelloFresh is increasingly in the focus of the business media.

HelloFresh has been offering so-called "cooking boxes" by subscription in currently ten countries since its founding in 2011. The boxes contain recipes and food prepared for cooking. Customers can choose between different cooking boxes with different portion sizes as well as varying recipes.

The term paper specifically addresses the following questions:
1. What does HelloFresh's market environment look like? What are the main drivers?
2. What are the company's internal strengths and weaknesses as well as opportunities and risks? What strategic approaches should be taken to achieve a competitive advantage?
3. Where can "untapped opportunities" lie for the company?