case9.docx - Ocado is a world leader in the automation of...

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Ocado is a world leader in the automation of online order fulfillment.The pure player in the online home- delivery grocery business. Theybelieved that the business model they have could compete with thebest food retailers in the world. Some people think the model Ocadouse only work for the people who can afford the luxury of homedelivery. However, some customers still willing to use this service,because they can purchase many items at a lower price even aftercharge the delivery fee. Ocado is an online store that reduces the cost on stores, the hightechnology supports its focus on e-commerce that lower thespending on employees and provide all the customers need andwant in one store, customers can order anytime at home that moreconvenient than traditional stores. Ocado is different from thecompetitors because they do not need to spend money on localstores, only the online stores.Ocado began to formulate a strategy that enters the global market,

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