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Ipo for Fresh Market

In: Business and Management

Submitted By stephinorl
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FIN 516 – Advanced Managerial Accounting
IPO Paper
The Fresh Market, Inc.
June 9, 2013

Fresh Market, Inc.
Company Overview The Fresh Market is a high-growth specialty retailer focused on creating an extraordinary food shopping experience for its customers. Since opening the first store in 1982, the company has offered high-quality food products, with an emphasis on fresh, premium perishables and an uncompromising commitment to customer service. The Fresh Market seeks to provide an attractive, convenient shopping environment while offering its customers a compelling price-value combination. As of October 28, 2010, The Fresh Market operated 100 stores in 20 states, primarily in the Southeast, Midwest and Mid-Atlantic United States (Nasdaq, 2013).
The business is characterized by the following key elements:
• Differentiated food shopping experience. The Fresh Market provides a differentiated shopping experience that generates customer loyalty and favorable word-of-mouth publicity. We combine fresh, carefully-selected, high-quality food products focused on perishable categories, with a level of customer attention that the company believes is superior to conventional grocers, and it strives to create a “neighborhood grocer” atmosphere.
• Smaller-box format and flexible real estate strategy. The stores average approximately 21,000 square feet, compared to the approximately 40,000 to
60,000 square foot stores operated by many conventional supermarkets. Within this relatively smaller size, the company focuses on higher-margin food categories and strives to deliver a more personal level of service and a more enjoyable shopping experience.
• Disciplined, comprehensive approach to planning and merchandising. The Fresh Market provides comprehensive support to its stores that includes employee training and scheduling, store design and layout, merchandising…...

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