Marketing Capstone Homework 4. 30 possible points. Due June 16.
The Assignment—
You need to study the PDF of the Harvard Case you purchased, “HelloFresh: Will Meal Kit Home Deliveries Still be Hot Post Covid-19?”
You need to cite specific information from the Harvard Case.
You need to carefully study my PowerPoints. You need to click on all the links in included in the slides and study them.
How to Write the Homework—
You need to title your homework, Your Last Name, Capstone, Homework 4.
If you do not title it correctly, you earn Zero points until you correct it and resubmit it.
At the top of the homework., you need to write your full name, the name of the class (Marketing Capstone), and the title of the Case.
If you do not follow these instructions, you earn Zero points until you correct it and resubmit it.
I am going to ask you a series of questions, titled Q1, Q2, etc.
When you write the homework, you have to write a separate section to answer each question
Do it like this, “Q1—I learned……”.
If you do not format the homework correctly, you will earn Zero points until you correct it and resubmit it.
You must use an 11-point font of your choice.
You must use 1-inch margins on all sides.
You must double-space the homework.
You must use a spell-checker.
You are only allowed to submit a Word file or a PDF. Pages files are not accepted.
If you do not follow these instructions, you earn Zero points until you correct it and resubmit it.
Your homework must be 2 full pages (or more) in length. If your homework is not 2 full pages, you can only earn 20 points.
Q1—The History of HelloFresh
Describe the business model of the company HelloFresh was based on, the Swedish meal kit brand Linas Matkasse.
Describe how HelloFresh acquired competing companies to grow the company and expand it to different countries.
Compare HelloFresh these companies they acquired. Describe the traits of each brand that made them attractive takeover targets for HelloFresh.
EasyPlate, GreenChelf, & Chef’s plate.
Discuss the key strategies and tactics HelloFresh used to succeed. Identify 2 growth strategies that most-interested you.
Q2—Expanding to the United States
Describe how acquiring venture capital funding allowed HelloFresh to expand into the United States.
Describe the tactics HelloFresh used to grow its brand in the USA.
Describe the sales trends HelloFresh achieves in different regions of the world.
Describe how investing so much money on acquisitions (buying out competing companies) made it difficult for HelloFresh to achieve a profit.
It would be great if you could discuss how to balance the need for a brand to invest in growth (through acquisitions and other means) vs. making a profit immediately.
Discuss how important it is for any large brand to earn revenue in different parts of the world.
Q3—Marketing
Describe why HelloFresh spent so much of its revenue on marketing.
Discuss the extent to which that made sense for the company.
Discuss if you would make that decision (or not).
Describe these specific marketing tactics used by HelloFresh.
Dinner Date Night with Jennifer Alba & other celebrities. (Note that this was first an Instagram campaign, but it also used Tinder).
Sponsored podcasts that also used Spotify.
Their new reality show, “Unleash the Feast!” that is broadcast on Twitch.
Discuss what you like most about each marketing tactic & how you might use it in a marketing campaign.
Describe the efforts HelloFresh is making in becoming a more sustainable brand. Describe how they market the brands efforts in sustainability.
Discuss the extent to which you might be more interested in buying HelloFresh because they are trying to be more sustainable.
Q4—The future of HelloFresh during & after Covid-19
Describe the extent to which Covid-19 helped the sales of HelloFresh grow so much!
Discuss what was happening in the lives of so many people that made home-delivered meal kits a must-have.
It would be great if you could identify and discuss another company that had great sales growth during Covid-19.
Describe the extent to which HelloFresh might still be successful now that Covid-19 has been cured.
Discuss the extent to which you feel HelloFresh only succeeded because of Covid-19.
Do you think HelloFresh was a one-hit wonder?
It would be great if you could discuss each of these issues.
Did you or someone you know subscribe to meal kits from HelloFresh and other brands during Covid-19?
Do you or someone you know still subscribe to meal kits from HelloFresh and other brands?
If so, why do you subscribe them? What is the advantage to you as a consumer?
If not, why do you not subscribe to them?
What do you purchase as an alternative to home-delivered meal kits? Why do you like these options better than home-delivered meal kits?
Meal kits sold in the store.
Going out to eat at restaurants.
Having food from restaurants delivered.
