Strategic Case Study of

HelloFresh
Lead by Example
November 25, 2020
OGL 355
Dr. B
 Agenda

● Introduction ● Competitive Advantage

● Organizational Structure ● Going Global

● Leadership ● Recommendations

● Environmental Analysis ● Conclusion

● SWOT
 Organizational Structure

Supervisory Board

HelloFresh Group
Executive Management Board

Global Functions Regional Divisions

Organizational Chart
 Organizational Structure - HelloTech
Technology- organizational iterations for growing to scale
 Leadership

Dominik Richter Thomas Griesel

Strategy, Marketing, Technology, International, Supply Chain, HR
Compliance
 Leadership

Maximilian Backhaus
Christian Gaertner Nuno Simaria
Chief Marketing Officer
Chief Chief Technology
Financial Officer Officer
Environmental Analysis
Target market 63 million households

Threat of new entrants is high

Threat of substitutes is high

Bargaining power of buyers is high

Bargaining power of suppliers is low

Industry rivalry is high

Competitive strategies to retain target market

 SWOT
Strengths Weaknesses Opportunities Threats

● Pick-up options at
● Customer Connection ● Packaging ● Growing sector
grocery stores
● Marketing awareness ● Unable to fulfill ● Global pandemic ● Competition: Blue
● Environmental and dietary restrictions ● Plant-based Apron
● Third party services
Health responsibility ● Portion sizing substitutes gain
● High unemployment
● Workplace Diversity ● Expensive popularity

● Growing

population 65+
 Competitive Advantage

Definition: A competitive advantage is one or more distinguishing

attributes that compel customers to choose one organization’s product or
service over their competitors.

HelloFresh’s Competitive Advantage: position within the industry

Point of View: Industrial Organization (I/O)

 Going Global - Japan

Acquisition of Yoshikei

Political Conditions

Economic conditions
 Going Global

Key cultural differences

Inclusion
Recommendations

Expand Target Market

Build Loyalty

Cause-related Marketing
 Expand Target Market - Seniors and
Retirees

50 million people over 65

95 million by 2050

Take the chore out of cooking

Dietary endorsement

(McPhillips, 2019)
Strategic Partnerships
Cause Related Marketing
Conclusion

Environment

SWOT

Competitive Advantages

Global Expansion

Recommendations
 References
Andre, P. (2018, July 18). HOW HELLOFRESH REORGANIZED ITS TEAMS TO SCALE TWENTYFOLD. Retrieved from
Pluralsight.com: https://www.pluralsight.com/blog/teams/hellofresh-reorganized-teams-scale-twentyfold

Bekmagambetova, D. B. (2020, January 16). HelloFresh Climbs as it Expects to Carve Out its First Annual Profit. Barron’s.
https://www.barrons.com/articles/hellofresh-climbs-as-it-expects-to-carve-out-its-first-annual-profit-51579180147

Helm, B. (2018, July/August). The World's Most Ruthless Food Startup: The Inside Story of How HelloFresh Clawed Its Way to the Top.
Retrieved from inc.com: https://www.inc.com/magazine/201808/burt-helm/hellofresh.html

HelloFresh Group. (2020). Corporate Governance and Report Statement. Retrieved from ir.hellofresggroup.com:
https://ir.hellofreshgroup.com/download/companies/hellofresh/CorporateGovernance/20200303CG_report_en.pdf

HelloFresh SE. (2020b, August). Q2 2020 Results.

https://ir.hellofreshgroup.com/download/companies/hellofresh/Presentations/Q2_2020_Earnings_Call_Presentation_Final.pdf

Jaewon Kang, J. K. (2019, December 25). HelloFresh Grabs a Bigger Slice of Shrinking Meal-Kit Market. The Wall Street Journal.
https://www.wsj.com/articles/hellofresh-grabs-bigger-slice-of-shrinking-meal-kit-market-11577279059
 References
Knueven, L. (2020, August 13). The net worth in America by age, race, education, and location. Retrieved from businessinsider.com:
https://www.businessinsider.com/personal-finance/average-american-net-worth#average-net-worth-by-age

Lellahom, M. B. (2017, July 18). Cause-Related Marketing: A Win-Win For Brands, Charities And The Consumer. Retrieved from
entrepreneur.com: https://www.entrepreneur.com/article/297333

London Business School. (2020, July 17). My story: Thomas Griesel, MiM2010 - Founder & CEO, HelloFresh. Retrieved from
youtube.com: https://www.youtube.com/watch?v=WfdAXKYNS0k

McPhillips, D. (2019, September 30). Aging in America, in 5 Charts. Retrieved from USnews.com:
https://www.usnews.com/news/best-states/articles/2019-09-30/aging-in-america-in-5-charts

Meal Kit Delivery Services Market Size, Share & Trends Analysis Report By Offering (Heat & Eat, Cook & Eat), By Service (Single,
Multiple), By Platform (Online, Offline), By Region, And Segment Forecasts, 2020 - 2027. (2020, May). Grand View
Research. https://www.grandviewresearch.com/industry-analysis/meal-kit-delivery-services-market

Moorehead, J. (2016, April 8). Meal Kits vs. Groceries: A Dollar-to-Dollar Investigation. Retrieved from Thekitchn.com:
https://www.thekitchn.com/are-meal-kits-more-expensive-than-groceries-230031
 References
O'Brien, L., & Jones, C. (1995, May-June). Do Rewards Really Create Loyalty. Retrieved from HBR.org:
https://hbr.org/1995/05/do-rewards-really-create-loyalty

O’Brien, J. (2020). HelloFresh uses data analysis to optimise fresh meal delivery experience worldwide. Retrieved 25 November 2020,
from
https://www.cmo.com.au/article/609060/hellofresh-uses-data-analysis-optimise-fresh-meal-delivery-experience-worldwide/

Sumaria, N. (2017, Janurary 23). HelloTech: Growing a Tech Team. Retrieved from Engineering.HelloTech.com:
https://engineering.hellofresh.com/hellotech-growing-a-tech-team-ba5c6cc96011

Szymanska, Z. (2020, March 3). HelloFresh sees more growth in 2020 on U.S. strength. Retrieved from Reuters.com:
https://www.reuters.com/article/us-hellofresh-results/hellofresh-sees-more-growth-in-2020-on-u-s-strength-idUSKBN20Q10B

Tech Open Air. (2018, July 30). Transparency in the Food Industry - Dominik Richter (HelloFresh) #TOA16. Retrieved from
youtube.com: https://www.youtube.com/watch?v=RibPAaPqkyo