1. BLUE OCEAN
for Fresheez
M. H. Narmada Fernando
Faculty of Agriculture
Rajarata University of Sri Lanka

2. Out line
Fresheez
SWOT
Objectives
Methodologies
Offers
 Business expansion
 Products promotion
 Staff motivation
 Customer attractiveness & satisfaction
 Others
 Lasting

3. Fresheez
“Fresheez” outlets to sell its own fruits and vegetables giving
consumers access to farm fresh and high quality farm produce.
Assorted Outlet Just Visited
Jawatta Orion city
Rajagiriya Narahenpita
Pelawatta Pack house

4. SWOT for Fresheez
Strength Weaknesses Opportunity Threat
Human resource Delay Customer
attitudes and
believes
Competitors
Financial Wastage Geographical area Government
policies and
barriers
Physical resources Lack of proper
storage
Company policies
Transport, storing
and packaging
Quality
reductions
Retailing Improper
arrangement
Technology
Value additions

5. Objectives
• Business expansion
• Products promotion
• Staff motivation
• Customer attractiveness & satisfaction
• Create friendly environment

6. Methodologies
 Customer survey
 Open questions
 Direct observations
 Staff interviews
 Statistical references

7. Business expansion
 CIC Fresheez Home Delivery Service
• Selected Outlets : Jawatta, Rajagiriya, Pelawatta
• No of customers : 100/outlet (300)
• Methodology : Questionnaires survey
• Tool of analysis : SPSS

8. Preference for Home Delivery Service
Cont.…

9. Cont.…

10. Cont.…

11. Cont.…

12. • Final image of Home Delivery Service
86
65
48
0
10
20
30
40
50
60
70
80
90
100
Jawatta Rajagiriya Pelawatta
Cont.…

13. Distance
Cont.…

14. Cont.…

15. Cont.…

16. • Final image
Cont.…

17. Products Preferences
• Jawatta products preferences
70
85
21
38
31
94
28
12
0
10
20
30
40
50
60
70
80
90
100
Cont.…

18. • Rajagiriya Products Preferences
71
79
14
29
25
80
19
3
0
10
20
30
40
50
60
70
80
90
Vegetables Fruits Dairy Chicken Eggs Juices Rice Others
Cont.…

19. • Pelawatta Products Preferences
58
73
19
35 38
79
25
10
0
10
20
30
40
50
60
70
80
90
Cont.…

20. • Final image of Products Preferences
44.7
53
12
23
20.3
57
16
5.7
0
10
20
30
40
50
60
Cont.…

21. Order Method
• Jawatta
34
6
93
0
10
20
30
40
50
60
70
80
90
100
On-line Email Telephone
Cont.…

22. • Rajagiriya
19
9
98
0
20
40
60
80
100
120
On-line Email Telephone
Cont.…

23. • Pelawatta
31
4
98
0
20
40
60
80
100
120
On-line Email Telephone
Cont.…

24. • Final image of Ordering methods
19
4
64
0
10
20
30
40
50
60
70
On-line Email Telephone
Cont.…

25. Comments for Home Delivery Service
• Home Delivery Service : Yes
• Outlet : Jawatta
• Far : <2Km
• Products : Vegetables, Fruits, Juices
• Order method : Telephone
Cont.…

26. Products promotion- Juice
 Small toy for kids
 Winning chance for kids
F R E S H E E Z

27.  Attractive drinking cups in festival season
Cont.…

28. Staff motivation
 Fresh look for supervisors
Ladies Gentlemen

29. Discount for goods at festival season (New year &
Christmas)
Staff discount for selected goods for monthly
Dinner allowance
Cont.…

30. Customer attractiveness & satisfaction
 Easy calling
Calling system for customers to give orders and get
information
 Loyalty card system
Selected outlet :Jawatta
No of Customers :10
Bill amount :>Rs.15,000.00 for week
Offer for customers : 10% discount for FRUITS
&VEGETABLES

31. Others
 Display board for daily available juices with special
drinks
 Token for Drinking yoghurt and snakes
 Proper display rack for spices
 Maintain running stock
 Fruits- Avocado
 Vegetables- Broccoli, Cauliflower
 Variety variation- local /seasonal fruits and vegetables

32. Jawatta
 Repair the cooling room
 Color wash the outlet
 Re-sticker the gondola
 Relocate the wash room door
Rajagiriya
 Maintain the temperature
 Improve the product availability-Fruits, vegetables, value
adding products
Pelawatta
 Parking should be manage properly
 Recruit the cleaning service
Cont.…

33. Lasting
 Restaurant (Food with CIC)
 After 3-5 years
 Pop-up restaurant
 Open kitchen
 Specially for fruits and vegetable menus
 Only CIC products (Meat, Egg, Traditional rice, Curd)