Online Food and Grocery Delivery Services: A Case Study on foodpanda Bangladesh Limited

Abstract

Now-a-days the order of food and groceries online is not a luxury, it is a common feature of the city life under the influence of the accelerating development of internet-based habits as well as the emergence of Quick Commerce (Q-Commerce). The key aim of this report is to analyze the marketing of foodpanda Bangladesh Limited and its organizational structure, SWOT analysis and use of STP model and 7Ps marketing mix. The report is structured in six chapters, starting with the background and scope introduction, an in depth profile of the company and industry, research methodology, detailed analysis of findings, summary of the internship experience at the Risk and Fraud Management team, and finally the strategic recommendations. The report design is descriptive that uses secondary data obtained through articles, social media, and internal reports, and first-hand observations throughout the internship. Key findings suggest that foodpanda has dominated the Bangladesh market with a market share of 65 percent and it is present in all the 64 districts of the country, via a multi-vertical super app, which encompasses not only restaurant delivery but also pandamart(dark stores), and pharmaceutical stores. The report also states that the company is performing well in terms of digital shift and logistics but suffers with rider behavior and quality of vendor’s food. In order to strengthen its market share, foodpanda is advised to introduce an exclusive customer hotline to premium users, improve the rider training program, and improve the quality of the vendors by conducting thorough audits. In the end, the foodpanda Bangladesh Limited has already positioned itself as a symbol of speed and convenience and as long as it continues to be proactive in marketing and investing in technology, it is expected to continue being the leader in the fast growing market.