marketing case study and need the explanation and answer to help me learn.
Case Analysis
About half of this class time will often be spent on cases. Thus, it is essential that you read the case before class and think about how you would identify the problems and come up with a solution. Not doing so will degrade your learning as well as reduce the learning for others.
In addition, each individual needs to submit a (no more than) 1-page summary of the case outlining the problems the company faces and the decisions to be made, before class discussion. This summary will be graded on a pass/fail basis based on effort and completeness, NOT correctness.
Requirements: 1 page
DO NOT POST OR SHARE Blue Apron Case Questions 1. Company a. Characterize Blue Apron’s position in the meal kit delivery market. Is it positioned for success? 2. Customer a. Who buys from Blue Apron and what do they value? How big is the market? b. How much revenue does a customer generate? Does this revenue offset the cost of acquisition? i. Carefully review the calculations in the case (be familiar enough to explain them if called upon to do so). ii. Characterize Blue Apron’s two market segments and the implications for assessing customer value. iii. Is the customer mix changing over time? If so, how? 3. Competition a. Who are Blue Apron’s competitors? What is its competitive advantage? 4. Marketing programs (4 Ps) a. Using the lifetime value framework to organize your ideas, advise Brad Dickerson on how to turn the company around. That is, consider programs that address: i. Increasing acquisition ii. Increasing margin (average order rate, revenue/order, contribution margin) iii. Increasing retention rate iv. Lowering acquisition cost
case 5-177-309August 9, 2018Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
5-177-309Unauthorized reproduction and distribution is an infringement of copyright. Contact us for permissions: Permissions@WDIpublishing.com or 734-615-9553
