Fresh Grower is a Pune-based company that provides farm-fresh produce directly from farms to customers. It aims to expand its business to 3 major metro cities - Mumbai, Bangalore, and Hyderabad - within the next 2 years. Some challenges include convincing farmers to use organic practices, marketing against competitors, and meeting customer demand for timely deliveries. The company has efficient teams for HR, IT, marketing, finance, and customer support. To facilitate expansion, the summary proposes selecting the 3 target cities, addressing delivery times through inventory visibility and outsourced transportation, and developing a marketing plan including social media videos and hiring shared core value employees. A financial plan is also presented.

1. NAME POST
Akanksha Raipatrewar Leader
Gauri Sasturkar HR Department
Sanjay Dutta Finance Department
Jayanta Kumar Marketing Department

2. Case Understanding:
Fresh Grower is a Pune based company .It provide products Farm To Table (FTT). The company
provide fresh and unadulterated farm produce to the Indian population. Farmers are rigid in
their traditional methods like harvesting produce at a bit early stage and ripening them either
through chemical process or natural process during transit and storage.
Also, they were not agreeing on demand-based partial harvesting needed at early stage as they
prefer to harvest whole farmland at one go to save cost and effort. Other challenge he found
that it is extremely hard to convince farmers to use organic practices instead of using pesticides,
urea & germicides.
Marketing was again a challenge as consumers found it very convenient to purchase either
from Local Vendors Or from App Based daily need ordering services Both Local vendors & App
based services claimed that they are supplying fresh produces as well.He wants to expand his
business in at least 3 metro cities in next 2 Years. Fresh Growers has efficient working team of
HR,IT, Marketing, Finance and consumer grievance team.Fresh Grower supports digital
payment method.
BCS solution summary:
Fresh Grower is working in Pune city along with 2 products like Vegetables and Fruits, and it is
working on home delivery system which purely an E-commerce business . Fresh Grower want to
expand the business in other 3 metro cities.The case has many aspects regarding finance,
marketing and quality of the products. Also marketing strategies has to be made in order to
penetrate in the newer market. Existing Business plans are not sufficient to expand the business.
The SWOT analysis and problem occur in expansion of business. SWOT analysis will help to
understand the factors affecting business and make plans and effective decision making.
Solution Summary:
For expansion of business we select 3 metro cities
1. Mumbai
2. Hyderabad
3. Bangalore
A]Company facing problem related time required for product delivery
For that problem
 company increase the inventory visibility
 Use of expedite delivery
 Warehouse products closer to the customer
 Outsources our transportation
B] Marketing is another challenge
 Company develop a marketing plan
 FTT hire people with shared core value and reward them

3.  We create a simple video showing the fresh vegetables organically grown and boost the
video in the cities
CONTENT
1. MANAGEMENT PRINCIPLE
2. SWOT ANALYSIS
3. MARKETING PLAN
4. POSITIONING
2.1 Business Opportunities
2.2 Problem Statement
2.3 Product position statement
2.4 Customer Requirement
2.5 Customer Satisfaction AND Delight
3.STAKEHOLDER
4. MISSION STATEMENT
5. PRODUCT OVERVIEW
5.1 Product perspective
5.2 Assumptions and Dependencies
5.3 Needs and Features
5.4 Cost and Pricing
6. OTHER REQUIREMENTS
6.1 Application Standard
6.2 Labeling and Packing
7. LEADERSHIP MANAGEMENT PRINCIPLES
8. SUGGESTION FOR THE STRATEGIES OF ORGANIZATION GROWTH FOR NEXT 2 YEARS
9. TAGLINE
10.CONCLUSION

4. 1.MANAGEMENT PRIENCIPLE USED IN SOLUTION
 Division of Work
 Authority and Responsibility
 Discipline
 Unity of Command
 Unity of Direction
 Order
 7. Equity
 8. Stability
 9. Initiative
2.SWOT ANALYSIS:
STRENGTHS  Experience staff
 Low prices compare to other services
 Quality
 Modified Menu
 Multiple features in-app
WEAKNESSES  Limited Capital
 High Turnover
 Lack of trust among the public
 Weak inventory and quality management
 Financial stability
OPPORTUNITIES  Vegetables Trucks and Wagons
 Expansion across the country
 Improve customer service
 Covid -19
 Marketing opportunities
 Necessity products
THREATS  Cheaper prices of Competitors
 Economic Downturn
 Competition
 Frequent technology development
SWOT- STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS.

5. SWOT analysis is a strategic planning technique used to help a person or an organization
identify its strengths, weaknesses,opportunities and threats
3.Marketing plan
Fresh growers:
For Digital Marketing and social media marketing:
They should focus on,
1. SMO - social media optimization
2. SEO - search engine optimization
3. SMM - social media marketing
For SEO:
There is a huge opportunity to bring organic traffic. They should work on their website
keywords by doing keywords research region, city area wise. They should choose keywords
according to target audience, their searches and expectations. Keywords with high volume and
high competition should get targeted.
Start making content with those keywords. Daily blogs, articles, stories should get posted
SMO :
For social media marketing they should work on quora question answer, off page SEO, on page
SEO, article submissions, pdf submissions on different sites.
E.g tumbler, Diggo, Reddit, Slashdot etc etc. So here is chance to do social media marketing and
SEO as well.
They should have their Instagram, Facebook, Twitter account and they can do daily posting
there about there products, offerings. So more awareness will get create.
SEM:
For search engine marketing they can run Google paid ads.
1. Search campaign
2. Display campaign
3. Brand awareness campaign

6. 4.POSITIONING
4.1BUSINESS OPPORTUNITY:
Because of Benefits of organic vegetables More Nutrients. The European Union funded study
found that organic fruit and vegetables have up to 50% more antioxidants, which scientists
believe can cut the risk of cancer and heart disease.They have also more vitamins and minerals
such as iron and zinc. According to other recent studies, organic foods are better for fighting
cancer. Like food, Medicine, Electronics and many other industries now involves in Home
delivery of products and vegetables and fruit are not in range because it involves very crucial
timings and quality supply each and every day.FTT is providing this service to consumers in the
main Pune city and also want to expand its business in other 3 cities namely
Mumbai ,Bangalore and Hyderabad by looking for major opportunity in the newer markets in
this cities of India. This business will provide more convenience and assured delivery to the
consumers.FTT is an app-based ordering system that provides for daily need products-
vegetables and fruit. this startup has a huge future ahead.
4.2 PROBLEM STATEMENT:
The problem of  Inventory management
 Increasing competition
 Delivery of product in less time
 Marketing
Affects  HR Department
 Marketing Department
 Leadership
 Marketing Department
The impact of which is  Ineffectiveness and inefficiency in
overall business operations and
management.
A successful solution would be  By overcoming the problems of
management and marketing and
smooth functioning in the

7. organization.
3.3 CUSTOMER REQUIREMENT
the customer seems to require
 Timely deliveries
 Quality of organic product
 proper delivery systems
 why they should use our services rather than other services.
4.4 CUSTOMER SATISFACTION TO CUSTOMER DELIGHT
Customer satisfaction is the main thing in any kind of business. The happier the customers are,
the better it is for business. In the next 2 years, the organization aspires to not only retain the
customers but increase its customer base and its brand value.
5. STAKEHOLDER'S AND USER DESCRIPTION
NAME DESCRIPTION STAKEHOLDER TYPE
Human resource Provide training and skill
development manual
adequate workforce
General management
Marketing department Create marketing
brochure
Promotion and branding
of the entity
General management
Finance department Fund raising ,All finance
related issues like
investments, cash flows,
returns from projects,
budgets.
General management,
leadership
IT and business analyst MIS MIS reporting ,App
developing and business
General management

8. statistics,data mining,AI
Facilitating Information
and statistical data to
other departments.
MISSION STATEMENT
“THE MISSION OF FTT TO PROVIDE HIGH QUALITY OF ORGANIC VEGETABLES AND FRUITS IN
MINIMUM TIME AND MAXIMIZE CUSTOMER SATISFACTION TROUGH BEST DELIVERY
SWEVICE IN INDIA”
The FTT or Fresh Growers , aspires to be in three cities in next two years. It also looks forward
to –
 Expand in range of products
 Increase its scale of sales.
 Gain the title of the best delivery app
 Increase its workforce
 Best quality product company
 Maximize customer satisfaction and shareholder wealth.
6.PRODUCT OVERVIEW
6.1 PRODUCT PERSPECTIVE:
The DND is an app-based platform where customers mention their daily requirement of
vegetables which type of vegetables they want , which is delivered to them within minimum 6
hours. The organization aspires to make significant and reputed brands .
FTT describe how an application is simply run and to use for any type of customers.app is run
on some steps given below:
Step1: Android application FTT New sign up or login.
Step2: Enter details like name,email,mobile number and location.

9. Step3: Choose vegetables and Fruits which they want and choose time.
Step4: Payment through any digital payment method
Step5: FTT place the order and notify the customers
6.2 ASUMPTION AND DEPENCIES
ASSUMPTIONS DEPENDENCIES
The market base will increase or remain
constant
Requirements will increase or remain
constant.
E-commerce will increase. Market trends and governmental policies
The scale of operation will increase Further investment in storage and delivery
facilities. (stats given in the case study
shows growth prospect) .
6.3 NEED AND FEATURE
NEED PRIORITY FEATURES.
Customer satisfaction High  Timely deliveries
 Quality products
 Rewards and gifts
Employee training High  On the job training
 Performance-based
incentives
Increase marketing Medium  More advertisement
 Engaging digital and
social media
platforms
 Direct selling and
demo services.
More Investments in R&D
and operations
High  Venture capital to be
promoted
 Government schemes
 Loan from bank
Supply chain and
operations
high  Cold chain storage
 Better delivery
equipment
 Recycle waste

10. Establishing QMS High  ISO 9001
implementation
 Control checks.
 Random sampling
Expansion of services
provided.
Low  Increase in variety of
products within dairy
itself
 introducing evening
deliveries
Innovation in-app High  better feedback
system
 make it more
convenient to access
 more visual content
 customer individual
requirement calendar

Increase customer base Medium  enhance marketing
and branding
 increase
recommendations
from customers.
Branding High  build a reputation in
the market- CSR,
environment-friendly
operations

Engaging more suppliers Medium  engage more
reputable brands to
use our distribution
platform
Maintain current ratio High  Manage financial
requirements
 avoid extensive
marketing
 Focus on R&D
Engaging customers Medium  Point system to be
introduced
 Gifts and rewards on
earning specific points
 Extra supplies on the
festive season.

11. 6.4 cost and pricing
For selling fresh vegetables, superstores normally follows a competitive pricing strategy and
keep changing the vegetables price according to the market price.Cost of service will be
charged according to the products, but with more products charge will go down.
7 Other Requirements
7.1 Applicable Standards
The guidelines are part of directives issued by the regulator to re-operationalise licensing and registration of E-commerce
food companies.
Norms those are to be followed like
 Licensing
 ISO certification
 Test plans
 Food should have remaining shelf life of 30% or 45 days before expiry at time of delivery
 Mandatory info mentioned in FSS act must be provided to consumer
 Only fresh food to be delivered
7.2 Labeling and packaging
To prevent from adulteration proper packaged food has to be supplied to consumer. So proper packaging of products
with proper labeling to give certainty to the consumers about safeguarding of a product.
Flow of product from farm to customers

12. Fig.1 Flow of product from FTT to customers
The four basic tasks:
1. unpacking and inspecting incoming goods.
2. placing goods in shelf.
3. recording their location.
4. and shipping are done by the employees.
All the quality checking and inspection is commonly done in the warehouse. From warehouse
the products are distributed to its outlets through their own vehicles. Most of the superstores
use cold storage system in the warehouse as well as outlets to carry and preserve the fresh
vegetables in their outlets. According to existing distribution network the customers typically
pick fresh vegetables from outlets. Nowadays, customers can buy online/ via home delivery
system.
8. Leadership management principles-
A leader should cover all the principles -

13.  Time management
 Quality management
 Trategic management
 Leadership management
 Operations management
9.Suggestions for the strategies of Organizational Growth for the next
2 year
 Generating Customer awareness through promotional tactics
 Increase Marketing
 Rise in prices of existing products
 Expansion in product line
 Introduction of ERP system for internal management of organization
 Upgradation of app to entertain daily ratings, regular tracking of deliveries
10.Tagline:
11.Conclusion:
In order of perishable vegetable sector to flourish in Pune, needs to facilitate the required
logistics and appropriate policies to ensure the growth. It would be extremely difficult for super
chain to be efficient. The proposed distribution model discussed here will give a competitive
advantage to FTT to increase efficiency, reducing cost and delivering products in shorter time
to consumer.
In addition, as a whole to the right ecosystem for handling fresh vegetables, Fresh Growers
needs to ensure cold storage system, uninterrupted electricity connectivity so that the value
chain can work efficiently and supply in a very low cost. After the overall analysis we can
recommend that the suppliers will still remain as a major distributor for supplying perishable
and fresh vegetables. This will reduce overhead cost, time and dependency.
In addition, it will increase the lifetime/freshness of the vegetables. The quality is key concern
for any superstores. Quality checking can be done directly at farm or outlet level.

14. FINANCIAL PLAN FOR EXPANSION:
S.No. Particular Banglore Hyderabad Mumbai Total
1 Company Formation 25000 25000 25000 75000
2 Computers 100000 100000 100000 300000
3 Furniture 225000 225000 200000 650000
4 Heat Shrink Wrap Machine 35000 35000 35000 105000
5 Printer 15000 15000 15000 45000
6 Down Payment of 2 Delivery Vans 200000 200000 200000 600000
7 Office Deposit 400000 400000 425000 1225000
Total 1000000 1000000 1000000 3000000
Plan to Set Up Branch in 3 Metro Cities Phase Wise
Capital Expenditure
Cities Amount in Rs. Set Up in
Banglore 1000000 Jul-22
Hyderabad 1000000 Jul-21
Mumbai 1000000 Jan-22
Total Fund to raise 3000000
100% Funding raised from Venture Capital in Phase-wise

15. Nature of Expenses
Monthly Expenditure
S No. Particular Amount Nature of Expenses
1 Website & Digital marketing 20000 Fixed
2 Promotional Material 10000 Fixed
3 Labours & Farm Contractors 60000 Variable
4 Delivery Boys (4@15K) 60000 Variable
5 Packing & Cleaning Staff (4@8K) 32000 Variable
6 Office Admin Staff (2@25K) 50000 Fixed
7 Office Rent 30000 Fixed
8 Electricity & Internet 4000 Variable
9 Packing Material 10000 Variable
10 Tractor rental Charges + diesel 35000 Variable
11 Delivery Van EMI (20K Each Vehicle) 40000 Fixed
Total 351000
12 Consultancy Charges 80000 Fixed
Grand Total 431000
Break-even Analysis: -
Particulars Per Household Per Month
Sales (200 X 30) 6000
Variable Cost: -
Purchase Cost from Farmer (170 X 30) 5100
Variable Other Expenditure(201000/400) 502
Total Variable Cost 5602
Contribution per Unit (Sales - Total Variable
Cost) 398
Fixed Cost (Total Fixed Cost per Month) 180,000
Break Even point in Units 452

16. Financial Projection for Next 5 Years
Income and Expenditure Statement
Year 2021-22 2022-23 2023-24 2024-25 2025-26
Income: -
Sales 18000000 46800000 75600000 104400000 133200000
Expenditure: -
Purchase Cost (Variable) 15300000 39780000 64260000 88740000 113220000
Other Expenditure (Variable) 1500000 3900000 6300000 8700000 11100000
Other Expenditure (Fixed) 1200000 1200000 1200000 1200000 1200000
Consultancy (Fixed) 960000 960000 960000 960000 960000
Total Cost 18960000 45840000 72720000 99600000 126480000
Profit -960000 960000 2880000 4800000 6720000

17. Year Period
No. of
Active
subscriber
Per
Household
daily
average
buying
Sales per
Quarter
Yearly
Sales
Purchase
Cost per
Quarter
Purchase
Cost per
year
Variable
Expenditure
per Quarter
Yearly
Variable
Expenditure
Fixed
Expenditure
Consultancy
(Fixed)
Profit
per Year
2021-22
Quarter 1 100 200 1800000
18000000
1530000
15300000
150000
1500000 1200000 960000 -960000
Quarter 2 200 200 3600000 3060000 300000
Quarter 3 300 200 5400000 4590000 450000
Quarter 4 400 200 7200000 6120000 600000
2022-23
Quarter 1 500 200 9000000
46800000
7650000
39780000
750000
3900000 1200000 960000 960000
Quarter 2 600 200 10800000 9180000 900000
Quarter 3 700 200 12600000 10710000 1050000
Quarter 4 800 200 14400000 12240000 1200000
2023-24
Quarter 1 900 200 16200000
75600000
13770000
64260000
1350000
6300000 1200000 960000 2880000
Quarter 2 1000 200 18000000 15300000 1500000
Quarter 3 1100 200 19800000 16830000 1650000
Quarter 4 1200 200 21600000 18360000 1800000
2024-25
Quarter 1 1300 200 23400000
104400000
19890000
88740000
1950000
8700000 1200000 960000 4800000
Quarter 2 1400 200 25200000 21420000 2100000
Quarter 3 1500 200 27000000 22950000 2250000
Quarter 4 1600 200 28800000 24480000 2400000
2025-26
Quarter 1 1700 200 30600000
133200000
26010000
113220000
2550000
11100000 1200000 960000 6720000
Quarter 2 1800 200 32400000 27540000 2700000
Quarter 3 1900 200 34200000 29070000 2850000
Quarter 4 2000 200 36000000 30600000 3000000