Founded in 2007 by Graham Bosher (co-founder of LOVEFiLM), Graze is an e-commerce subscription service delivering healthy food by post. Having experienced rapid growth in the UK snack market under the current CEO and former marketing manager at innocent smoothies Anthony Fletcher, the company is now pondering how to achieve its next phase of growth. Having invested hundreds of thousands of pounds into cutting edge research on non-preservative based techniques for new lunch concepts, a new product market could present a lucrative new category in which to apply the graze business model. Equally, following graze's UK success, the snacking concept could be applied overseas; the USA representing a high growth market with some attractive characteristics. Fletcher faces an important decision going forward. Should he scale up the new lunch concept or should he take its existing snack delivery model to America? He couldn't decide on whether they should do one of them, none of them or potentially even both.
Attachment:- Graze-MiniCase.pdf