Internal and External analysis of Licious

Strategic Management

Licious, a start-up that mostly offers meat and seafood items, has seen a 300 per cent increase in income and a six-fold increase in daily orders in the four years since its founding. Fresh and processed meat and fish, pickles, soups, and spreads are among the company's online offerings. To date, Licious has amassed over 1 million unique clients. INR 700 is the average basket size. In the first year, the firm made INR 1.47 crores in sales, and in FY 2019–20, it made INR 180 crores in revenue. Despite the country's significant vegetarian population, Licious profited on the increased consumption of meat, fish, and seafood in India. Adopting a farm-to-fork strategy, Licious maintains rigorous quality control in its integrated supply chain, appealing to a rising number of consumers ready to spend more for higher-quality food and drink. The simplicity of Licious' online retail approach appeals to time-pressed younger urban consumers, who frequently have bad experiences while shopping for meat and seafood at wet markets or conventional butchers and fishmongers. In this research, paper researcher has analysed internal and external business environments affecting the business of licious.

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