Selling Plan & Business Proposal Food has always been seen as a human need and is classified as fast moving consumer good. This is one of the primary reasons why food industry has often been considered as a lucrative industry by many corporate houses. An industry whose products are generally perishable in nature with a very low shelf life, provides a lot of room for large scale, volume-based production and in turn generating economies of scale.

Over a period of time advancements in industrial technology and information technology has enabled immense diversification and margin of new product development in the food industry. This progression has been topped by the advent of internet and e-commerce. Besides that, increasing globalization, diminishing geographical and cultural boundaries and increasing awareness due to media exposure have now encourages consumers to look beyond conventional home cooked food.

One of the most recent trends in the food industry is consumption of health foods. The increased awareness about what to and what not eat and the need to stay fit and healthy, along with association of weight and health with beauty has triggered an obsessive degree of health conscious among many consumers, regardless of age and gender or socio economic background. The consumers now consider conventional processed and packaged food unfit for health and therefore prefer food that is light, fresh, natural, organic, rich in nutrients and free from any...

This increasing trend has provided an opportunity for many food suppliers to exploit the situation and come up with a relevant product line.
Fresh Direct is an innovative business idea that has made an effective use of the web world to operate its business in a cost efficient manner. The overall business idea, as the name suggests, is to offer food products that are fresh. These food items are delivered at the customers doorstep with the orders being placed online.

Mission Statement

Fresh Direct aims at making consumer life easy by delivering quality products at their doorstep without any hassle in this fast paced life.

Market Analysis

Target Market

Fresh Direct's consumers not only includes consumers who are health conscious and look for deli and organic packaged foods, but also grocery shoppers in general. While the business started off with the idea of delivering health food items, it gradually diversified and expanded into a grocery business. As a result the target market expanded considerably. The consumer groups of Fresh Direct include women, both housewives working and non-working, and single women, students (both male and female) and single men and virtually anyone who do groceries. Besides that there is a special consumer group that shops the deli products for fresh and healthy life.

Since the product line and the targeted customer base is quite huge, and all the…