Company BackgroundHappy Fresh is an E-commerce grocery Delivery Company formed on October 2014 and it isone of the rising startups in Southeast Asia, headquartered in Jakarta; currently serving marketssuch as, Malaysia, Indonesia and Thailand. Happy fresh app on both IOS and Android helpscustomers in those markets to order their daily or routine groceries online and to provide themwith delivery services directly to their houses. Moreover, it takes items ordered in advance to bedelivered between 6 to 8 hours. They have seven co-founders having IT businessexperience(Leighton, 2015b). Their Mission is to deliver health, happiness and convenience totheir customers. Happy Fresh allows Ordering fresh fruits and groceries from 30+ supermarketswithin its coverage areain Kuala Lumpur, Jakarta, Surabaya, Bandung, Bangkok and GreaterBangkokwith the most effective promotional activities (“HappyFresh,” n.d.).• Malaysia: Aeon Big, Jason’s Food Hall, Tesco• Indonesia: Carrefour, Super Indo, Ranch Market, Farmers Market, Lotte Mart, Grand Lucky• Thailand: Big C, Tesco Lotus, Wine MarketHigh Quality ProductsWhen shopping online, customers are redeemed to receive the quality products available.Customers can shop for fresh fruits, vegetables, halal meats and plenty of other quality productssuch as cleaning products, personal and beauty care.Trained Personal ShoppersWith lots of doubts customers can add notes to get exact products they want. Since Happy Freshspecially trained personal shoppers will choose best products for customers.