個案資料
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Instacart: Insta-success or Insta-failure? The Fight for Survival
內容大綱
Maplebear Inc. – operating as Instacart – was a leader in the online grocery delivery service market. It was founded in 2012 by a former Amazon.com Inc. employee-turned entrepreneur Apoorva Mehta, who had realized that in order to succeed, he needed to create a simple, fast, and convenient approach to a growing problem at hand: online grocery delivery. Although the company was realizing year-over-year growth in a market that was experiencing rapid growth, it was unprepared for the pandemic of 2020, which generated astronomically high demand and led to dramatic changes in consumers’ shopping behaviour. Understanding that this market growth would likely continue, and in a world still reeling from the effects of COVID-19, Instacart needed to react quickly to maintain its leading position among the competition and solidify its competitive advantage in the grocery delivery market.
學習目標
This case can be used in strategy and entrepreneurship courses or modules at both the undergraduate and graduate levels. After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze the differences among several past and current start-ups with regard to their strategies, their business models, and their successes and failures.</li><li>Explain the challenges faced by entrepreneurial teams when starting new ventures, taking into account their daily operations, growth, and the importance of continuous innovation.</li><li>Undertake an environmental, industry, and firm-level analysis of an online grocery delivery firm and explain how the findings of this analysis should affect the company’s strategy.</li><li>Analyze the effects of negative marketing on brand image and customer loyalty and identify methods to remedy these negative effects.</li></ul>