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Case study "Gaining competitive advantage in the E-grocery market in Moscow: Vkusvill`s response to the coronavirus pandemic"
Регистрационный номер: 0008-2-1
Формат: компакт-кейс
Предметные области: логистика и управление цепями поставок, стратегический менеджмент
Время действия: 2020
Дополнительные материалы: Руководство по использованию учебного кейса
Annotation: The case describes the behavior of the food sector of the economy during the set of events related to the development of the coronavirus pandemic in terms of online sales. The dynamics of the e-grocery market over a long period of time, according to the analytical agency Data Insight, indicated a steady growth. However, the share of online food sales in total grocery retail turnover has remained negligible for a long time. This fact did not make top managers of retail companies confident in the prospects of this market, despite the increasing number of companies involved in testing this channel for selling food products (“only 30% of retail grocery dealers have an online store, only 16% of they deliver food ordered by customers online and only 11% have a “click & collect” service”). One of the leaders in the segment of sales of products for a healthy lifestyle, who believed in this method of selling food products, was VkusVill, which, as of the end of 2020, involved more than 10% of its stores in Moscow region in a pilot project to support e-grocery sales
Для ППС ВШЭ: Для доступа к полному тексту учебного кейса необходима авторизация через личную страницу преподавателя ВШЭ.
Для внешних преподавателей: По вопросам использования данного учебного кейса в образовательном процессе и получения доступа к методическим указаниям для преподавателей просьба обращаться по адресу электронной почты или через форму обратной связи на странице Ресурсного центра учебных кейсов ВШБ
