Critical Evaluation Of Online Grocery Shopping’s Business Strategy: A Case Study From Uk

This research analyses how Ocado strategy scores versus Rumelt concept of a good strategy. The research will first investigate the context of the business case, then the components of its strategy including capturing value, investment approach, its adopted online grocery business model and its evolution. The topic of the Ocado business case study is relevant in the business field of knowledge. Research analysing the role of technology in online grocery, comparing business models, may find the case study useful as it explores how Ocado operates and is the key to the understanding of operating in online grocery. Ocado demonstrated that it could grow its business by approaching the issue of fulfilment differently from competitors and once the way of dealing with the day-to-day operation matured – Ocado embraced the opportunity and started offering its solution to other retailers. The study is significant because the shift to online grocery shopping is accelerating worldwide and Ocado confirms its ambition to be a leader on a global scale in providing end to end solutions to its partners. This shift from online retail to offering solutions is remarkable. Consumers’ behaviour across the globe is changing and the business is actively addressing the requirements the change brings. Therefore, the business strategy and development of the business model deserve to be analysed.The practical significance of this research is that by studying a fast-growing business that transformed from a retailer into a technology company one can understand how the process of evolution happened, what factors determined Ocado growth and change. There might be businesses aspiring to become constituents of FTSE 100 and therefore the research case study may prove valuable for them