Blue Apron Essay

593 Words2 Pages

Strategic Objective The main Objective of Blue Apron is to enter the UK market. The UK market was chosen based on the fact that they are having rapid growth in consumer expenditure on food, drinks, and catering which was at a whooping £203 billion in 2016. This number is still growing making it a perfect investment for Blue Apron to move to. Also, UK consumer research also shows people are willing to pay more for a premium product. This making Blue Apron a great product and plan to take to the UK, as they use premium products and ingredients. Blue Apron should team up with Wal-Mart which is currently UK second largest supermarket. Wal-Mart doesn’t offer a meal plan kit of any sort however they do offer delivery. Wal-Mart in the UK is known as ASDA which currently works with local farmers and believes in local sourcing. “ASDA takes pride in providing good quality food for our customers. And we want to make sure that putting a healthy, great tasting meal on your family table doesn’t cost the earth. Our goal is to search out the best local products we can find for you. More local produce means we’re supporting …show more content…

Which comes down to 10.99 per serving for three recipes a week for two people. This is an affordable rate for most people and with UK currently producing about 60% of the food needed themselves and only using 2% of the labor force this allow Blue Apron to get cheaper ingredients. This also gives them an opportunity to lower the price even more. Partnering with ASDA also means they don’t have to spend time researching and learning about it consumers, this also means saving in data research which can lead to paying employee more to have less of a turnover rate or lower prices. ASDA has lots of area which Blue Apron can rent some locations for distrusting and packing products. Blue Apron should aim to be the cheapest Meal Plan Kit in the UK while still preserving it fresh and premium

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