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INDIVIDUAL ASSIGNMENT

Course Code: MKT201

Course Title: Marketing Management
Section: 01

Prepared for
Dr. Salma Akter FHEA
Assistant Professor
Department of Business Administration
East West University

Prepared by
Jayed Ebne Sabit
ID:2022-1-10-080
Department of Business Administration
East West University
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Contents

1. Introduction.........................................................................................................................................3
2. Foodpanda Business Model.................................................................................................................4
Revenue model:.......................................................................................................................................4
Intense Competition................................................................................................................................4
Supply chain and business strategy.........................................................................................................5
Technology advancement:.......................................................................................................................5
3. Foodpanda’s Revenue Model................................................................................................................6
Membership Fee:.....................................................................................................................................6
Restaurant Commission...........................................................................................................................6
Delivery Fees:..........................................................................................................................................6
Advertisement:........................................................................................................................................6
Affiliate Revenue:.....................................................................................................................................7
4. Main Competitors................................................................................................................................7
Rivals:.......................................................................................................................................................7
Other delivery services:...........................................................................................................................7
5. Comparative Advantages.....................................................................................................................7
6. Customer Value Proposition................................................................................................................8
7. Marketing Strategy..............................................................................................................................9
Promotion................................................................................................................................................9
Price.......................................................................................................................................................10
Network of Distribution.........................................................................................................................10
Experience.............................................................................................................................................10
8. Foodpanda Management team..........................................................................................................10
Screening process..................................................................................................................................11
E-commerce strategy.............................................................................................................................11
Assess the effectiveness of the e-business strategy...............................................................................11
Profitability............................................................................................................................................12
9. Organizational Structure....................................................................................................................12
10. Conclusion......................................................................................................................................13
11. References.....................................................................................................................................14
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1. Introduction

Foodpanda is an online delivery platform for food and groceries operated by Delivery
Hero. Foodpanda is Delivery Hero's primary brand in Asia, having its headquarters in Singapore.
It is currently serving in 12 countries and is presently Asia's biggest food and grocery delivery
network. It was founded in 2012. Foodpanda started its journey in Bangladesh in 2014.
Foodpanda is an online food ordering and delivery service. Since its launch, Food panda has
been successfully delivering food via cash-on-delivery, card installment, and a flexible
installment framework. They are committed to developing and improving their operations with
the eventual objective of establishing a much more practical, environmentally friendly, and
useful e-business. Its mission is "Bringing good food into your every day.”

Figure 01. Foodpanda locations

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2. Foodpanda Business Model

Food panda’s primary emphasis is on business-to-business

communications. It uses its skilled riders to carry meals from
famous restaurants in specified locations to customers and
business offices. It provides meals in less than 30 minutes. Food
panda consists of the following essential components:

Foodpanda is a market creator for various eateries. By tagging

restaurants online with Food Panda, you may increase their
revenue from existing consumers. Food Panda's value proposition
is to promote restaurants that have registered with them and to
acquire clients via the convenience of their delivery system. It
distributes foods to personal orders, business clients, exotic
embassies and artistic hubs, private and civil clubs, banks, and
telecommunications companies, among others.

Revenue model: foodpanda makes money and wraps its

expenses mainly from grants from cafes and the shipping expense
paid for carrying the product to the client. They get a share of the
company's invoice and are responsible for advertisements and
marketing services.

Intense Competition: E-commerce is a thriving region of the

Bangladeshi industry market, and like other business areas, it is
Figure 2. Foodpanda business model
neither risk-free or without competition. Foodpanda is confronted with several problems and
roadblocks from its rivals. A firm is constantly influenced by its surroundings, and Food Panda is
no exception.
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Supply chain and business strategy: customers order items on the website and foodpanda
receives alerts when an order is made. Then they issue an order with the eatery, and when the
food is ready for delivery, Food Panda dispatches its riders to bring it to the consumers. Each
purchase is prepared by the finest assistance personnel in the field. Foodpanda does not have a
physical location; it works only online and via mobile app. It is essentially a web-based
company. A supply chain is a comprehensive process that integrates a full chain of operations,
from procuring raw materials from numerous vendors to producing the finished product,
packaging and distributing it to wholesalers and retailers, and finally giving it to the ultimate
customer. SCM enables a complete knowledge of the production process and also assists in
planning and automating certain supply chain phases in order to manufacture and deliver items
more quickly and efficiently to the proper customer. What food panda do is they pick up the food
order, transfer it to a specified restaurant, and deliver it to the consumer on time. Bookings are
made via their website and mobile applications. They act as a link between the restaurant and the
customer. Foodpanda's packaging has recently been upgraded. They are now packaging their
products in recyclable paper cartons rather than plastic bags.

Technology advancement: Foodmart.com's executive staff is highly competent and experienced.

Employers are trained, professional, and informed about e-commerce innovation and are very
well informed of all facets of this e-commerce company, including what it needs to provide, its
shortcomings, its advantages, and obstacles.
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3. Foodpanda’s Revenue Model

Food panda's marketing strategy is centered on exploration, in which it operates as intermediary

connecting restaurants and consumers, offering its logistic support staff to deliver the product. It
deducts a percentage of each purchase made. Food panda may also earn money by charging for
transportation.

Membership Fee: Foodpanda

imposes a membership fee on
restaurants in order to include
them on its website/app. Once
registered by Foodpanda, the
eatery gets accessible to clients
looking for nearby eateries.
The entry fee is between 8000
and 10,000 BDT. This is a
one- time charge.

Restaurant Commission: Foodpanda charges eateries a fee on each meal order placed via their
site. Usually, the charge is between 15% and 25% inclusive of all taxes. The fee is determined by
the store's locality, its reliance on Food delivery, and the volume and kind of purchases.

Delivery Fees: Each order placed on the Foodpanda app incurs a delivery cost. Apart from this
price, clients must pay other taxes.

Advertisement: Foodpanda serves as a marketing network for a variety of eateries, especially

newbies. Businesses may boost their exposure on Foodpanda by joining. Additionally,
businesses may charge a fee to promote their brand on the app.
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Affiliate Revenue: Foodpanda also earns money by making recommendations on credit cards
issued by different institutions. Additionally, banks give discounts and special offers on credit
cards to promote their use. Foodpanda works with these banks to promote their products via
affiliate marketing.

4. Main Competitors

Rivals: Foodpanda's main competitive challenge in

Bangladesh is currently coming from offline
companies, which are mostly cafes and restaurants
that provide their own shipping services. Pizza Hut
Delivery, Fish and Co., and Sbarro BD, among
others, all provide their own delivery service, posing Figure 03. Foodpanda Rivals
SHOHOZ, HUNGRYNAKI, PATHAO
a significant barrier to Foodpanda retaining clients.

Other delivery services: Foodpanda's main rival in Bangladesh is HungryNaki.com, which

covers a larger territory in the localities it serves. Additionally, they serve over 800 eateries with
their system, while Foodpanda covers fewer. Additionally, Foodpanda has yet to reach eateries in
the main regions of Dhaka, which might be handled by a large number of newbies.

5. Comparative Advantages

Reputable Brand identity: Foodpanda was acquired by the company 'Delivery Hero' in
2016. Delivery Hero is responsible for the management of various multinational
businesses. Apart from Foodpanda, it manages Foodora, HelloFood, Delivery Club, and
several more. As a result, Foodpanda is protected by a strong brand.
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International Operations: Eastern Europe, the Middle East, and Asia are all regions where
Foodpanda operates.
Transforming Globally: Foodpanda conducted a rebranding exercise in 2017, changing
its logo from orange to pink. The famous panda continues to be the focal point of the
company's emblem.
Rapid Delivery: Foodpanda is renowned for its lightning-fast delivery, ensuring that
consumers get steaming delicious food.
Outstanding Customer Care: Foodpanda offers superior customer service. It is always
experimenting with culinary menus and partnering with new eateries. As a result,
Foodpanda consumers can constantly anticipate something fresh. In case of any problem,
they offer vouchers to correct the mistakes from their end.
Outstanding Technology: People in Bangladesh are rapidly swiveling to tech, and the
developing direction of web-based assistance presents an excellent chance for Foodpanda
to expand its e-commerce operations into further areas of the nation. Nowadays, families
include a greater number of working parents who face time restrictions. Thus, convenient
meal ordering apps are an excellent alternative for them and a major potential for
Foodpanda.

6. Customer Value Proposition

Foodpanda's primary competitive edge is that it has a higher amount of international competence
than the pioneering online meal delivery business Pathao/HungryNaki.com. This helps them to
increase client affinity for a globally recognized trademark. Again, it has created its very own
distribution system throughout the areas it serves. They employ their own skilled distribution
staff and technological specialists, which enables them to maintain a continuous stream of
customer orders and deliveries.
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Additionally, Foodpanda has launched its own grocery delivery business, Pandamart. It has
partnered with neighboring superstores and has its own grocery warehouse. In comparison to
their competitors, they provide intriguing promo codes and discounts. They improved their
delivery mechanism to the point that they can now deliver
within 30 minutes. In select places, Foodpanda
also provides late-night delivery. Other
competitors such as HungryNaki, Pathao, and
Shohoz do not provide live customer support;
hence, foodpanda earns a higher ranking.
Foodpanda offers superior customer service. It is
always innovating with culinary selections and
partnering with new eateries. As a result,
Foodpanda consumers can constantly anticipate
something unique.

Figure 04 . Foodpanda offers

7. Marketing Strategy

Promotion

Foodpanda's commerce strategy is highly reliant on digital marketing. Over email marketing, the
company occasionally promotes culinary events, special deals, and benefits to its customer root.

Foodpanda advertises on social networking sites. It conserves a FB page to facilitate regular

updates and discussions, as well as to increase trademark exposure and value. On Twitter and
Instagram, the business has lots of subscribers.

Foodpanda is noted for its unconventional taglines, the current of which is "take the first bite."
And these taglines are integral to Foodpanda's advertising efforts. Foodpanda's advertising
campaigns have been featured on television, radio, cinema, magazines, and newspapers, as well
as on train and bus billboards and in shopping centers.
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Price
Foodpanda has been enormously famous because of its price strategies. It has enforced a value-
added pricing strategy in which it gives customers high-quality meals at an adequate price.
Consumers of Foodpanda are rewarded with discounts and exclusive deals. This approach
guarantees client retention and distinguishes Foodpanda from the congested meal delivery
industry.

Network of Distribution

Foodpanda, which is occupied by Germany's 'Delivery Hero SE,' authorizes users to purchase
meals from eateries and other eating establishments through its website and app. Its system spans
more than 40 countries. Foodpanda has worked together with nearly 40,000 eateries worldwide.

By the start of 2016, Foodpanda has expandeded to Latin America, Eastern Europe, Russia,
Africa, and Asia, including India, Bangladesh, Thailand, Singapore, Malaysia, and Pakistan.
Foodpanda's distribution network in Bangladesh now includes over 2,000 partners, including
Pizza burg, Chillox, Madchef, Takeout, Cheez, and Pizza Hut.

Experience

Foodpanda delivers nutritious and delightful fine dining without the burden of commuting or
preparing ahead. It links consumers with their preferred eateries Additionally, Foodpanda allows
you to view and submit customer reviews. Customers may provide feedback on a variety of
aspects, including delivery, the sales procedure, the overall experience, and flavor.

8. Foodpanda Management team

Foodpanda's administration has been designed in such a way that it can operate effectively in an
e-business environment and manage either the modification of current business operations or the
establishment of new e-business initiatives. Foodpanda hires people based on their talents, skills,
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experiences, and knowledge of online innovation. It is devoted to growing and improving our
activities in order to create a far more controllable, environmentally friendly, and profitable
corporation. It maintains the site and e-business organized in order to develop the data
architecture necessary for the E-business structure, which also enables online integration and
protects customer and retailer data. Additionally, the well-defined strategy compels Foodpanda
to change its administrative and promotional aims. By considering e-commerce, Foodpanda's
executives pick mechanical setups that support the company's commercial procedures and
benefit both the company and its customers.

Screening process: Using the standard corporate strategy paradigm, Foodpanda's management
analyze the company's shortcomings, and also the barriers and possibilities in its business
climate. according to that, they are prepared to make strategic choices that match their capacity
of an organization with the available commercial prospects.

E-commerce strategy: Choosing an e-business model demands a thorough understanding of

how e-commerce may provide commercial benefits to the organization. Foodpanda's top leaders
understand how to expand the purpose of their activity and choose which consumers and
geographical areas to target. Additionally, they understand how to establish specific, quantifiable
targets. Execute the e-commerce tactic: After identifying their firm's client base and geographies,
Foodpanda's management plan the installation of their e-commerce platform and settle on the
technology solution and supply chain to use.

Assess the effectiveness of the e-business strategy: After gaining a thorough grasp of how
to produce financial benefit via e-commerce and establishing the company's intended orientation,
executives’ complete revenue growth, cost savings, and other targets.
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Profitability: Additionally, they choose the indications that will help them to evaluate the e-
business strategy's success—scorecards that include monetary, customer, operational level, and
continuous improvement indications may be critical tools.

9. Organizational Structure

Figure 05. foodpanda organogram

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10. Conclusion

Foodpanda is making significant progress. In order to engage consumers, the Foodpanda

crew is using social media channels to their best potential. It has seen significant development as
a result of its use of digital marketing, social media marketing, and marketing automation. If
Foodpanda keeps innovating and improvising, it won't be long until it becomes the dominant
player in the online dining and delivery sector. It is the nation's top internet-based- food and
grocery delivery firm, and it is devoted to uniting eager consumers with local takeaway eateries
via its platform. Regardless of the fact that Bangladesh's digital revolution is not as quick as that
of other nations. Foodpanda Bangladesh has acquired a large number of local clients in a
relatively brief span of time. It is always concentrating on company advancement in order to
remain successful in the challenging tech sector.
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11. References

About • foodpanda | food and more, delivered. (n.d.). Foodpanda. Retrieved May 1, 2022, from

https://www.foodpanda.com/about/

Ahmed, J. U., & Ahmed, A. (2018, January). Foodpanda: Changing the Way Bangladeshi Eat Meals.

https://www.researchgate.net/publication/322269467_Foodpanda_Changing_the_Way_Banglade

shi_Eat_Meals

Foodpanda Business Model | How Foodpanda Makes Money. (2021, April 20). Startup Talky.

https://startuptalky.com/

Mourya, P. (2017, July 21). FoodPanda Market Analysis [Slides]. Slideshare.

https://www.slideshare.net/ParveshMourya/foodpanda-market-analysis

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