Product details

On-line grocery retailing, despite its unproven track record, had generated a substantial amount of interest by mid-2000. Although no on- line grocery retailer had managed to develop a business model that consistently delivered profits and created value for the customer, several companies touted value propositions and fulfillment models that hoped to overcome the challenges facing the industry. In the case study, five companies with different fulfillment models are presented. These include Streamline, Webvan, and NetGrocer, all headquartered in the US, as well as Tesco Direct and Le Shop, both based in Europe. Participants will be challenged to think about which on-line grocer creates the most value for customers and which grocer will likely be able to overcome the challenge of fulfillment, ie building the last mile to the customer.