B Firm Analysis

Please imagine, after your graduation you start in the strategy department of the firm HelloFresh. Hello Fresh is an international publicly traded firm based in Berlin, Germany, with business in the United States, Canada, Western Europe, New Zealand, and Australia. The firm sells meal kits to customers that enable them to cook a meal with prepared ingredients using recipe cards. Now, as new member of the strategy group your first task is the expansion of the business to Austria.

1. Please, describe the basic concept of the PESTLE analysis and afterwards apply the concept to the firm HelloFresh in the context of Austria.

2. Please, describe the theoretical approach of the resource based view (RBV) and discuss a potential resource of HelloFresh that may lead to a sustained competitive advantage. Explain your choice and discuss in detail.