Positioning Reliance Fresh on the Digital Matrix

Reliance Fresh would be placed in the cell at the intersection of Phase 2; Collision at the Core
and Industry Incumbent. This is because Reliance Fresh is a convenience store business under
the retail business of Reliance Industries Ltd. And has been in the retailing business since
2006 with a CAGR of 18% in revenues and an increase of 125% in the net profits as of 2018.
The firm has a relative market share of 30% as of FY’20 and thus can be safely placed as an
incumbent in the matrix
As of the phase 2, Collision at the core occurs when digital technologies make an impact in
two ways, first is that they challenge the traditional products/services/distribution in an
industry. The report ahead covers how various competitors in the online retail particularly in
the groceries’ delivery business are increasingly changing the delivery model for regular
retail business as the digital technologies are allowing them to go online and B2B even with
perishable products such as fruits and vegetables. The second feature of this phase is that the
new organizations coming into existence in such industries are based on principles of
automation, algorithms and analytics. The report further investigates into the nature of the
competitors, their use of customer analytics, model algorithms, automations in supply chain
as wel as entire models being based on digital technologies are evident enough that the firm is
in the phase of Collision at the core as the intensifies competition between the firms is
making the demarcation between incumbents and digital giants ambiguous.