This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf SUNYUKI ORGANICFRESH FOODDISTRIBUTION SYSTEMBy Group 5 This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf BackgroundFounded By Miao Long in 2010 an online fresh food retailer Philosophy Healthier Lifestyle forpeople by providing fresh organic food Products Variety of organic foodlike vegetables fruit meat poultry eggs seafood and non staple foods Size Grown into 36 millionbusiness with 14 organic farm 2agricultural bases and 200seasonal vegetables Higher end customers whopreferred safer andhealthier foods Locally located customerswho buy from the localgrocery stores Consumers with moredisposable income andincreasing focus on organicfood FruitdayBenaliLocal Grocery StoresCompanyCustomersCompetitiors This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf BackgroundEliminate consumer concernsabout the quality of foodPhysical Stores would serve as amarketing communication tool Help in increasing new localcustomers Can gather information aboutconsumer preference Shorten delivery timeReduce the cost of cold chainlogisticsOpportunitesThreatsHigh Operational Cost Uncertain synergy ofomnichannel environmentPhysical stores can cannibalizeonline ordersFinancial Pressure on Sunyuki Complex Inventory ManagementChallenge of balancing Onlineand offline sales growth rates This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf Decision ProblemShould they decide to expand offline byopening physical stores And if yes Should they opt for a newpositioning strategy of the brand on arethey going as a supermarket or awarehouse What should Sunyuki do This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf AlternativesProvide organic fresh food only onlineMove to offline distribution by opening physical storesCommunity Pre warehouse ModelSupermarket Catering ModelAn omnichannel strategy with both online and offlinedistribution This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf Evaluation ofAlternativesOffline channels Unlike internet outlets customers can actually see and touch the product Customers can t see whatother people are buying at the time and are almost peer pushed into buying it This is a benefit foroffline channels and a con for internet channels They are more likely to consider purchasing it ifthey see someone else do so Online channels Provide a wealth of information save time for customers by eliminating the need for them to leavetheir homes and provide businesses additional shelf space Because they have tangible things andcan judge the quality immediately offline channels are more likely to persuade clients to buysomething they hadn t planned on buying When they buy through off line channels they get quick satisfaction as well This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf RecommendationsPresence of Online Channels and also Physical Stores spreadacross the given 5 locations With this the total revenue and subsequently the total profit exceeds the total expenses Hence for the coming year i e 2015 Physical Stores should be opened in all the 9 locations along withthe already existing online channels This study source was downloaded by 100000833213534 from CourseHero com on 09 28 2022 02 08 04 GMT 05 00 https www coursehero com file 116973317 Group 05 Session 05 Case Rashmi Sharmapdf Powered by TCPDF www tcpdf org Thank You We are open to questions