Subscription-based delivery companies, such as Blue Apron and Birchbox, are growing rapidly. However, competition in the area has been growing tremendously as well! Select one specific subscription-based delivery company (either one of the two named or another).

Based on the ideas from this chapter, how should they respond to these competitive threats? Are they currently responding in ways that match the chapter’s content? Explain.

What could they do differently to better align with the chapter’s content?

Again, please choose a company that you have not yet written about in previous cases or discussions.