Chapter-1

Introduction

1.1 Introduction to Foodpanda

The evolution of technology has significantly transformed the way businesses operate,
particularly in the food and hospitality sector. Foodpanda, a leading online food delivery
platform, epitomizes this transformation by offering a seamless connection between
restaurants and customers. Established in 2012 and headquartered in Berlin, Germany,
Foodpanda operates under the umbrella of Delivery Hero, a global leader in the food
delivery industry.

Foodpanda has revolutionized food delivery services by introducing a convenient,

efficient, and user-friendly platform that caters to the needs of busy urban lifestyles.
Through its website and mobile application, customers can browse menus, place orders,
and have their favorite dishes delivered to their doorsteps. The platform supports local
restaurants by providing them with an expanded customer base, while also offering
flexible earning opportunities for delivery personnel.

With operations spanning across Asia, Europe, and the Middle East, Foodpanda has
established itself as a major player in the on-demand economy. Its focus on customer
satisfaction, technological innovation, and diverse service offerings, including grocery
and convenience item delivery in some regions, has made it a preferred choice for
millions worldwide.

As one of the pioneers in the online food delivery industry, Foodpanda continues to
reshape traditional dining experiences, demonstrating the potential of technology to meet
evolving consumer needs. This term paper explores the origins, operations, and societal
impact of Foodpanda, highlighting its role in the digital transformation of the food service
industry.

1
1.2 Objectives
 Broad Objective
Analyzing marketing strategy based on marketing Mix and competitor's evaluation.
 Specific Objectives
 A study on FoodPanda
 The management of FoodPanda, a competent team of professionals, operates with
a progressive attitude to provide effective solutions to satisfy the customers'
needs, through its products and services of uncompromising quality.
 For earning revenue FoodPanda has a strong marketing strategy.

1.3 Scope
There is a broad scope of study. Evaluate that Product Mix analysis. Explain all the
strategy, segmentation, targeting, and promotional process. Analyzing FoodPanda strong
customer service based.

1.4 Methodology
The Internship paper undertook exploratory and empirical research approaches. The
purpose of the Internship paper refers to perform qualitative and quantitative statistical
analysis using both primary and secondary data.
Sources of Data
Both primary and secondary sources were used for the research purpose. The secondary
data sources were-journal, books, internet etc. Primary data was collected through
household survey by using appropriate research instrument.
Secondary Source:
Beside primary data, necessary secondary data have been collected from the websites,
textbooks on e-commerce practice. I also used data from several e-based companies'
annual Internship paper.

2
 Chapter-2
Organization Overview

2.1 Company overview

Foodpanda.com is the world's largest online food ordering platform. Foodpanda was
launched in 2012 and is headquartered in Berlin. The company operates in more than 40
countries in South America, Asia, Eastern Europe and Africa, currently employs more
than 800 people worldwide, and continues to grow at an impressive speed.

As global leaders in the online food delivery service business, Foodpanda has taken
another step towards success by making their mark in the Bangladeshi market. With a
target population of over three billion people in 36 countries, Foodpanda boasts the
widest geographical reach in the global market. Setting them self apart from other local
online delivery systems by promising to connect customers with one of the most
extensive online marketplaces with a wide range of cuisines, Foodpanda believes their
unique selling point lies in their ability to make ordering food easy, fast and fun. As an
international firm that focuses on online delivery, Foodpanda believes that customer
satisfaction be given key importance. Already a success in 36 countries worldwide,
Foodpanda helps restaurants increase sales through their online and mobile platform,
providing them with constantly evolving technology and analytics. Ambareen Reza, MD
and Tajbir Hasan, BDM Foodpanda Bangladesh said, "After starting in Dhaka,
Foodpanda will soon expand its delivery service to other big cities like Chittagong, Cox's
Bazar and Sylhet. Foodpanda is aiming to be the most convenient food delivery service
provider in the industry. We are very confident that we will offer the best to our
customers in Bangladesh. We already partnered with great restaurants and will
continually broaden our horizons to offer various dishes from all kinds of cuisines." So
far, Foodpanda has globally entered partnerships with over 15,000 restaurants in 36
countries around the world.

3
4
2.2 Logo

2.3 Mission

Their mission is to give Customer the perfect mix of traditional cuisines from all over the
world. Their partners will be happy to delivery their best pizza delivery, sushi delivery,
Indian cuisine, Chinese food, Greek cuisine and many more. Customer can choose
Mediterranean, Japanese, Healthy, Vegetarian or Vegan cuisine and customer can even
their order their most loved desserts and cakes. It was never so easy to get a dessert —
few clicks away and the most hard to make cake will be at your door! Choose from the
sweet temptations of Torti Efior the best sweets of Esterhasi Bar. They are here not only
to give customer the best choice of meals, but also to make it fast, easy and convenient.
Sometimes they just need to forget about grocery shopping, caring heavy bags full of
ingredients just to go back home and cook for at least one hour more. Customer's food
delivery is just a few clicks away, while customer are relaxing and having fan with their
friends and family. Order customer favorite meal at their doorstep and enjoy the foo.

Foodpanda recommends
Indian restaurant Kohinoor, pizza Biju, Pizza Verona, Cosa Nostra, Sushito BG, Pizza
Siciliana, Bar Nine, Pizza Palace, Sofistar, pizza
restaurant Primavera, Piccadilly (Ruse), restaurant Dragoman (Varna), La
Strada (Ruse).

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2.4 Vision
o Endeavor to attain a position of leadership in each category of its
businesses.
o Attain a high level of productivity in all its operations through effective
and efficient use of resources, adoption of appropriate technology and
alignment with our core competencies.
o Develop its employees by encouraging empowerment and
rewarding innovation.
o Promote an environment for learning and personal growth of its
employees.
o Provide products and services of high and consistent quality, ensuring
value for money to its customers.
o Encourage and assist in the qualitative improvement of the services of its
suppliers and distributors.
o Establish harmonious relationship with the community and promote
greater environmental responsibility within its sphere of influence.

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 Chapter-3
Theoretical Aspects

3.1 Online Retail

We are not in a place where we can live a day without internet. Customer buying
behavior tends to shift more to online for the development of internet. Online retail
industry has been grown largely over the last few decades. The availability of internet
makes people life easier. Now people can order and shop from anywhere from one
country to another. Online retail refers the sales of goods and services through the
internet. Online retailing can include business-to-business (B2B) and business-to-
consumer (B2C) sales of products and services. Online retailing allows the company to
sell over online and turned the physical store into online store. On the other hand Strong
distribution channels are must and valuable to electronic retailing as these are the avenues
that move the product to the customer and ensure the ultimate goal

3.2 How online retailing Works

Online retailing incorporates large and wide scope of industries, buyer data investigation,
web based marketing strategy and also product feature shows in online are some of the
similarity between online shop. Also If your brand value is not strong customer will not
buy from you as its online retail and there are thousands of options and websites people
can buy over online. So strong brand value is must for online retail company. Websites
should be meaningful, handy and attractive, easily passable, and frequently restructured to
meet up consumers' varying demands. Not just the website for the customer fulfillment of
satisfaction there must be value added product need to be sold by the business with a
competitive price . As people can easily compare price of a product over internet
Competitive price should be followed by online retail company and do not support one
business over, (l).in online retailing the most important thing is distribution channel
which need to strong, waiting long for the product which customer has ordered may
switch customer mind. Transparency in business practices is also important, so consumers
trust and stay loyal to a company. (1) By several ways organizations can work together
and do income on the web. Evidently, the main earnings source of online retailing

7
company is through the offers' of their item to shoppers or organizations.
Notwithstanding, both B2C and B2B organizations could acquire income by selling their
administrations through a membership based model, for example, Netflix, which charges
a month to month expense for access to media content. Income can likewise be earned
through web based promoting. For instance, Facebook gains income from advertisements
set on its site by organizations hoping to offer to Facebook clients.

3.2.1 Business-To-Consumer (B2C)

In online retailing, B2C is the most familiar term. Business-to-consumer retailing is the
most common to most internet users. Nowadays purchase over online has developed
largely rather going physically to the store and buy the preferred product. So here retailers
build their own online website and allow customer to buy through internet rather than
going to physical store. Either it could be from producer or storehouse where the product
could be shipped to the customer. Key necessities of a successful B2C retailer is
maintaining good customer relations or dealings and transparency should maintained. At
the same time offering various attractive package and special discounts is essential to
meet or achieve more customers in a short period.

3.2.2 Business-To-Business (B2B)

Business-to-business retailing refers when one company do transactional business with

other company. Here usually business sell bulk of their product to another business. For
example industrial company usually doesn't sell to individual customer rather it sells to
other company in a bulk amount Later this business sells their product to consumer

3.3 Online Retailing (Global Perspective)

The Retail Industry is so big and it esteemed at USD 23,460 billion in 2017 also it is
Internshiped to record a CAGR of 5.3% throughout the estimate period (2018 - 2023),
later it reaches USD 31,880.8 billion by 2023.The market is immense and contains items,
for example, sustenance, clothing, furniture, gems, and different others. Aside from this,
the stores can be arranging into the accommodation store, forte retailer, web retailing and
different others. The Retail showcases developing with rivalry and getting to be
tremendous simultaneously. Lots of new online retail emerges and rivalry and

8
competiveness increases. Developing economies of Asia-Pacific, Middle East, and Latin
America have been lively in forceful the market growth towards retail market. A shopper
cost, which ordinarily represents around 66% of the GDP, has been a key marker of the
state of the retail showcase. Normally anything on the internet has a stretch out nature,
here online retail broaden nature is a key driver towards the growth of the market. Mobile
phone viability and developed web his one of many reason to strength the online retail.. It
is being enlarge to revolutionize the industry. Likewise, Internet of Things (loT) is
reshaping the retail business value contrast among on the web and block and non online
shop can influence the online retail industries.

In the internet business, online retail is the largest fragment subject to closing the
purchaser's equipment, apparel and embellishments. As in the United States. The U.S.
Department of Commerce, internet retail deals usually amounted to $194 billion in 2011.
This figure grew to 262 billion dollars by 2013, an increase of 13.4 percent over the
previous year. Fifty distributors account for 80% of this market internet players generally
profit from the velocity and components that have expanded the choice of web consumers
and have been altered to make the internet market so competitive. Eventual deals are
huge.

Web based Retailing is the most best and fills in as an innovative method for shopping as
of late. Accessibility of web with developing infiltration of Smartphone's and cell phones
and the internet providers, online business has filled in as a noteworthy shopping medium
on the planet. In spite of the fact that the division's market size significantly increased in
the course of the last three financial years, to a minor 1.5% of web retail the hard and fast
retail bargains in by far most of the countries wherever all over the world. Portable first
destinations, devoted application, developing installment technique, and distinctive
device are making shopping on innovative cell phones significantly less complex. It has
been assumed that electronic business speaks to about 33% of online retail bargains in the
United States.

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3.4 Market Segmentation and Target Audience Profile Foodpanda (Bd.)
Target Market

Presently foodpanda (Bd.) is targeting the mass. It means that they have comparatively
same Marketing strategy for each segment and each different age group. But here our
main focus will be the young generation and for them we are developing our advertising
plan and strategy.

Here one thing is to be noted here that, under the Foodpanda (Bd.) Company we have
another two different kinds of beverages and they are Sprite and Fanta. So, our main
focus for Foodpanda (Bd.) will be in a way that it should also simultaneously bear the
messages for those two beverages.

One thing cannot also be ignored. That is, we need to consider the retailers perspective
for planning our marketing strategy. Because if they don't put the product Foodpanda
(Bd.) in their shelves, it is obvious that our target customer will not find it when they
required and they will be dissatisfied towards this brand. So, our advertisement will also
convey the messages to the retailers.

Now for our own convenience, we have divided our market in different segments. It is
done because the attitudes, psychographics, and income range are different for different
segments. Here we have developed a unique message, which will fit in different segment
and different advertisement media and advertisement for reaching different segments.

In this Internship we have developed three segments. They are Demographic,

Psychographic, and Geographic.

1.Demographic: under, this segmentation come social and economic factors that
influence the buying behavior of the customers. It is the statistical representation of the
social and economic characteristics of people like age, sex, income, occupation etc. now
if we look at the factors that included in the demography, we will find our target
customers in those sub segmentations.

 Age: here from age 12 to 50 is our main target audience. The exclusive target age
group is age 10 to 25, the student segment.
 Sex: Our target customers include both male and female.
 Occupation: Mainly the students and fresh employees just entered into their job.

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  Income: Minimum monthly income range is Tk 7,000.

l. Geographic segmentation: Under this geographic segmentation, we have target

customers residing in different areas of this country. Mainly we have targeted the whole
country and our target is mass. Wherever our target customers match the characteristics of
the Demographic and Psychographic segmentation becomes our target customer. It means
that our distribution should be so well and so geographically standard that it does not
create any geographic differentiation.

3. Psychographic Segmentation: Under this Psychographic segmentation deferent

factors actually will be affecting our advertisement and advertising message. Those
factors are:

Life style:

Actually, people with funky lifestyle are our target customer. Here especially the college
going students who foods the coke regularly and foods it with a different style is our
customer. Followers of the western culture and life style are our main target customers.

Brand Loyalty:

One of the main objectives of our marketing planning is to keep our existing customers
loyal. On the other way those who are loyal to the other brands, take them to our product.

Desired Benefits:

For the health customers coke has designed the Diet coke. So our message will also bear
messages for those customers who look for any extra benefits from coke.

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 Chapter-4
Marketing Strategies of Foodpanda (Bd.)

4.1 The concept of Marketing Strategy

A specific combination of promotional methods used for one product or a family of

products. Elements of a marketing mix (4p) may include print or broadcast place, product,
price and promotion. I am choose to FoodPanda for explain briefly the marketing
strategy.

 Why customer like FoodPanda

 How tastes are differing from many people to others & its impact?
 What kind of fast food people usually like & prefer?
 How many different food delivery companies in the market?
 What is the level of awareness about FoodPanda?
 What age group usually prefers that company?
 People responses percentage?
 How many people can response their income limitation?

4.2 Foodpanda Marketing Strategy

The "Foodpanda" is global mobile food delivery market place and operating in many
countries, Bangladesh is one of them. They are operating in three Districts of Bangladesh,
Dhaka, Chittagong, Sylhet. The "Foodpanda" started their operation in Bangladesh
through Rocket Internet Group. Rocket Internet Group which states becoming the largest
internet platform outside USA and China as their mission is a German based incubator. It
uses existing internet business models to explore underserved or untapped markets. In
recent years the company has extensively increased its focus and operation in Asia. As
part of their extensive focus in high growth potential in emerging economies it has
launched 4 consecutive startups in Bangladesh taking the lead in the areas of internet
marketplace and online food delivery system (Kader, 2014).

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4.3 Entering into Bangladesh Market

Ten years ago, having food delivered to your home from restaurants used to be a thing we
only saw on most restaurant startups in Bangladesh cannot afford. There was a demand
for people to have food delivered at home, and facilities for them to pick which
restaurants to eat from. "Foodpanda" is one of 2014's breakout startups that entered the
market to resolve the issue. They just turned one year old, and now have eyes on clear
skies ahead.

Bangladesh is one of the fastest growing emerging markets with a huge population. Most
interestingly, the cultural background is almost the same for the whole population. In
recent year's mobile and internet penetration has soared inspiring a whole array of internet
companies from all over the world to flock. Bangladesh has an excellent mobile
penetration rate which is going to be huge in coming days. (Mushfiqul, 2014)

Recently a craze is running in Bangladesh mainly city based where lots of restaurants are
opening in particular places with a targeting young generation with different test. The
restaurant business recently grow up very significantly because of the increasing demand
of food lover (or foodies) where it becomes a trend to spend some quality time with
friends and family with some good and different food. And busy schedule of the city
based people bound to order food from their places.

By looking at these scenarios it becomes clear why "Foodpanda" expanded their business
model and started their operation in Bangladesh. They were not the first online meal
delivery firm, as they followed Hungrynaki who had already made a name for
themselves. "Foodpanda" entered the Bangladesh market with a tagline "think food think
Foodpanda" backed by German "super incubator" Rocket Internet. "Foodpanda" is a
straightforward online ordering system for food.

Foodpanda.com is the world's largest online food ordering platform. "Foodpanda" was
launched in 2012 and is headquartered in Berlin. The company operates in more than 40
countries in South America, Asia, Eastern Europe and Africa, currently employs more
than 800, people worldwide, and continues to grow at an impressive speed.

As global leaders in the online food delivery service business, "Foodpanda" has taken
another step towards success by making their mark in the Bangladeshi market. With a

13
target population of over three billion people in 36 countries, "Foodpanda" boasts the
widest geographical reach in the global market. (Amreen, 2014) Setting them self apart
from other local online delivery systems by promising to connect customers with one of
the most extensive online marketplaces with a wide range of cuisines, "Foodpanda"
believes their unique selling point lies in their ability to make ordering food easy, fast and
fun. As an international firm that focuses on online delivery, 'Foodpanda' believes that
customer satisfaction be given key importance. Already a success in 36 countries
worldwide, "Foodpanda" helps restaurants increase sales through their online and mobile
platform, providing them with constantly evolving technology and analytics.

4.4 Customer Service foodpanda

Summary of Foodpanda Customer Service Calls

1.9KTOTAL
CALLS
00:00AVG CALL
DURATION
0%ISSUES
RESOLVED

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4.5 Marketing Strategy analysis of Foodpanda

As Foodpanda is service oriented only their marketing strategy will help them to sustain
in a market for long time. Already Foodpanda is operating more than 40 countries each
countries have unique culture and life style. According to countries responses they should
deal with that, their dealing will be based on how they design their business model for
specific country and Foodpanda almost succeeded in building a good marketing strategy
which helps them to sustain in Bangladeshi Market still now.

When they were planning to enter into the market of Bangladesh they targeted with a
specific group of people where young generation, busy working schedule, corporate life
style, suddenly emerging of Restaurants . food lover generation an easy access of internet
in a specific zone attracted them.

"Foodpanda" mainly focused on online for their marketing because one of the reasons for
coming into Bangladesh market is excellent mobile penetration rate which is going to be
huge in coming days. They choose to do their marketing through Social media like
Facebook and Twitter. Although they advertise through their own webpage wbik
browsing different sites we see the logo of Foodpanda it's called "Banner Ad" and one of
the techniques they followed for promotion"(H.Ekramul, personal communication. July
5,2016).

Foodpanda keeps updated with Facebook, Twitter and their website where they update
every new offer and existing offer where consumer can collect information through the

15
social media and by their website where it also becoming advertisement when someone
follow their offer or like any picture it is automatically fills their promotion. Foodpanda
does not focused on TVCs. They sponsor very unique and different events where lot of
people engagement existed. According to that approach their value will increase
depending on the quality of event as well as promotion also increasing. They arrange food
carnival type event also concert, sports, and University based campus event. (H.Ekramul,
personal communication, July 5,2016)

Foodpanda Bangladesh has a wide range of 650 plus restaurants available from Dhaka, to
Chittagong through Sylhet. Their main aim is from a healthy lunch to evening snacks to a
healthy dinner Foodpanda provides consumer with the means to satisfy consumer's
cravings throughout the day. If anyone has a hectic job or busy taking care of the
children, let Foodpanda Bangladesh take their pressure off.

4.6 Marketing Mix Strategy

4.6.1 Product

Foodpandas don't have any individual product they deliver food from their enlisted
restaurants to the desired places from where the order made from. They are operating in
three different districts Dhaka, Chittagong and Sylhet where every district maintain
similar type of product mix where they consist of similar kind of restaurants but in some
places slightly different according to the agreement.

4.6.2 Price

Pricing Strategy of Foodpanda differ from their business to business (B2B) model and
Business to Consumer (B2C) Model.

4.6.3 Pricing Strategy of (B2B)

Foodpanda follows Cost based price strategy .Generally revenue from the Foodpanda
comes from the restaurants from where the foods are supplied which is under (B2B).
Since they are delivering foods directly from restaurants it means that sells of restaurants

16
has increase for that Foodpanda charges more from them. Which is under cost based
pricing.

4.6.4 Price Adjustment Strategy (B2C)

Foodpanda adjust their price depending on the zone they divide. Their strategy is zone
pricing. Foodpanda has divided the cities (Dhaka Chittagong and Sylhet) into different
zone where they divided Dhaka into Six zones: Zonel (Banani,Gulshan, Bashundhara)
Zone 2(Dhanmondi and Muhammadpur) Zone 3(Uttara) Zone 4(Mirpur) Zone 5
(Bailyroad) Zone 6 (Khilgaon) (ELEkramul, personal communication, July 5, 2016). If
the restaurant is located in the zone the customer placed the order from no additional
charges will be incurred, but if the customer orders from a different zone than that of the
restaurants location additional charges will be added depending on the distance travelled
and this extra charge will have to be paid by the consumers (B2C). But recently they are
ignoring order from different zone.

4.6.5 Place and Distribution

They do not maintain any store for distribution all the administration work happened in
Dhaka Banani office. But for distribution each and every work has done by online. They
take order from online by Urban Ninja application and even though their official website.
Whilie distributting the order to their customer they check the current position of their
delivering vehicle by Urban Ninja Software. It works worldwide. Even customer
feedbacks are collected through that application.

They focus on delivery time from the order made from the customer to delivering order to
customer. Foodpanda follows Conventional Distribution Channels where Foodpanda
maximizes its own profit. As the restaurants are not directly delivering the food to
customer they are using Foodpanda as a distributor and thus they using indirect channels.
But some restaurants take orders from both their own website and through Foodpanda but
delivery goes on only by themselves that means from restaurants own distribution
channel. But if the order comes from Foodpanda they get their benefit.

17
4.7 Promotion Strategy
Foodpanda basically used most of the IMC (Integrated Marketing Communication) tools
regarding promoting their brand to attract the customers. They usually reach the
customers through using billboards, sales promotion tools such as they used loyalty cards,
give prompt discounts. They also used support media (transit, mobile billboard, regular
billboard etc), personal selling etc. Another vital component they used is social media
marketing as it's an emerging tool to promote the Foodpanda. They started a facebook
page where they gave all the offers of the restaurants and customers can able to get the
updated offerings by login in their facebook page. They also use mobile marketing as its
more convenient for customers to give the orders through using their own mobile app
(Foodpanda) and QR code and get the best offerings instantly.

4.8 Physical Evidence

Foodpanda offers a delivery service and thus it needs no stores. The physical evidences
that have been used includes the office, employees, computer, internet connection,
furniture's, bike, cycle mobile etc.

Mostly they deliver the food through Bike where they maintain some requirements for
Bike which are they have to add airtight boxes for carrying the food and have to maintain
the brand logo on the box and scooter.

4.9 People
Foodpanda emphasizes on selecting the most efficient and truthful employees for their
services. As they follow a process hi which they hire the employees and train them so
they can effectively deliver the products at a right tune in a right place to the exact
customers who ordered them. Initially, they survey and enable the applicants to apply for
the jobs then they will analyze the applicants and justify who will be best suitable for the
jobs and afterwards they will select the employees based on their skills. Next they will
arrange the training session for the employees to raise their skill in the field environment
where the employees will need to perform their best to successfully deliver the items.
They maintain customer service department where constantly people are engaging with
issues even they offering live Chat option in working hour where two people constantly
engage with chatting in working hour. They use "Zendex" for live chatting now day's

18
maximum E Commerce website provides that option (H.Ekramul, personal
communication, December 1st, 2016).

4.10 Process

Foodpanda provides only two ways to order for food. One is online and other is through
the mobile by using their application (Foodpanda)

4.11 Supply chain strategy FoodPanda

In this paper a detailed literature review has been done taking Supply Chain Management
as the subject and the food delivery company Food Panda as the case study. Different
aspects of supply chain management including its importance, limitations, issues,
theories, scope of improvement and optimization methods have been discussed in the
light of various researches and articles. The findings include issues of the company in the
case study, majority of which are the persisting unsustainable mode of transportation of
food, managing the delivery executives at a finer level, dealing with big data analytics,
and making decisions that are balanced and logical and not just periodical. These gaps
and limitations have to be fulfilled by the company by better strategic decision making
and more fluid and effective supply chain methods.

As stated by Shyam (2015), Supply Chain Management as per its name is the
management of the supply in the chain of stages that take part in the completion of
service or delivery of product. The author has stated that there are primarily three stages
of supply chain, “procurement, production, and distribution”. In the case of Food Panda.

19
4.12 SWOT analysis
Swot analysis is very important for a company. Swot refers strength, weakness ,
opportunity and threat. So if a company does swot analysis they can know their strength
and try to stick with it. Also they can know the weakness and can improve it. In addition,
they need to consider the opportunity available for them to take. In addition, competitive
threat and other threat and challenge may exist. In addition, business external
environment and internal environment need to be analyzed. Swot analysis of foodpanda
(Bd.) has given below-External environment- external environment refers the situation
outside the organization but it will make impact for your organization though the
company has not controlled it by themselves. For example for foodpanda (Bd.)
Bangladesh political situation or policy can be external environment what they cannot
control but still effect the business. If Bangladesh govt says, no retail business can be run
over online so foodpanda (Bd.) business could be stopped, that's how impactful external
environment is. it has two parts.

Macro environment- it refers to the biggest factor, which cannot be change by company
small action. For example if Bangladesh economy is poor foodpanda (Bd.) has nothing to
do with it. It is a.large factor and cannot be changed. Micro environment- it refers to the
external factor, which is small. For example if supplier policy change foodpanda (Bd.)
may not have anything to do with it but they can have some conversation with supplier to
fix it as it is a small external factor

Strength of foodpanda (Bd.)

 It has a very attractive website and as compare to competitors

 It has easily navigable website, which can relief customer from any kind of
hassle from purchasing product from them
 It becomes stronger by the acquisition from alibaba and their advanced
technology and policy.
 It listed branded product like noir, Samsung , Toshiba which gives a great
value to consumer
 It gives a very quick delivery of the product to consumer
 Warranty has been assured for most of the product

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  QC team of foodpanda (Bd.) has maintained and checked quality of the
seller product, which is impressive

Weakness

 Advertising policy need to be improved

 Advertising that is more aggressive needs to be included for foodpanda
(Bd.) as it has run over country where it has not developed with internet in
the rural area
 Some of the product not going under the return policy like magazine
 Permanent employee and path is tough so there is high turnover rate
 Running their business in a high competitive online retail in industry, this
is hard

Opportunity

 As Bangladesh have potential e commerce market so foodpanda (Bd.) can

grow more her
 For urgency urgent delivery can be made
 Adding new feature like increasing return policy may add value
 Foodpanda (Bd.) can serve and focus more on rural area where internet
started to arrive in village part of Bangladesh

Threat

 Large number of competitors like picakaboo, bagdoom etc are giving

tough time
 More online retail arrived in the market and gives hard competition for
foodpanda (Bd.)
 Unstable political situation as well as policy may impact foodpanda (Bd.)
 Not all part of Bangladesh has the internet avaibility so foodpanda (Bd.)
may not reach those part as it an online retail.

21
4.13 Company budget
Popular online food and grocery delivery platform foodpanda has just
launched an exclusive campaign to enable its customers to enjoy
homemade foods at an affordable price, starting at Tk. 149 only! The
homemade budget meals campaign started on September 18 and will
continue till 18 November 2022, says a press release.

Customers can avail delicious and homely dishes from Tk. 149, on
foodpanda under this campaign. Customers shall simply visit the
“Homemade Budget Meals'' section in the restaurant delivery category
on the app and pick their desired homemade dishes from various
homechef's offerings, across the nation.

Along with that a customer can use the code, “HOMEFOOD65” to get
an additional discount of Tk. 65 on orders over Tk. 249.

This offer is simultaneously creating an opportunity for the customers

to order safe, fresh and healthy meals without spending a lot of money,
while also offering homechefs a better exposure in the competitive
market so that their mouthwatering dishes also get due recognition,
hence creating better business potential for countless independent
cooks at home.

4.14 Setbacks and Challenges

Foodpanda uses the app "Urban Ninja" in order to deliver their foods. The app itself is
accepted and encouraged globally as it works via satellite and internet. Unfortunately
there are no available satellites in Bangladesh which causes some technical errors. At
times the customers get wrong information or the delivery man finds problem in the map
as well.

It is known that Foodpanda does not specifically publicize any company so if they
unintentionally do any publicity of any company others might feel bad which can ruin the
business relationships with other clients.

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All restaurants do not give same discount offer. In many cases the vat itself is exclusive
while it is inclusive for the rest so the amount of commission turns out to be different for
the company and the restaurant.

Most of the "Foodpanda" enlisted restaurants use GPS printer for taking orders. So if any
delivery guy delays there is a high possibility that the customer won't get the proper taste
of food especially when it comes to pizza, Bolognese, pasta and similar type of products.
Already "Foodpanda" have lost few vendors for this reason. As per regulation all the
delivery bikes must contain "Foodpanda" logo which they do not. This shows the flaws in
their monitoring and lack of publicity. (H.Ekramul, personal communication, July 5,
2016)

Statistical Analysis
Followed by the survey report, mainly the young generation likes to have Foodpanda
(Bd.). Primarily the students like to food it whenever they feel thirst. But those who are
the housewives, they are few fond of Coke. Age limit within 16-24, are the main
customer of it. 25-35 years old customers also enjoy the food for digestion or enjoyment.
Most of the consumer is fooding Foodpanda (Bd.) from last 10-15 years. So, Foodpanda
(Bd.) has their target customer from 8-60 years and they are having it from so many
years. As the customers are satisfied with their food Foodpanda (Bd.), so that they are not
switching from their food.

The usual measures of customer satisfaction involve a survey with a set of statements
using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term
of their perception and expectation of performance of the organization being measured.
Their satisfaction is generally measured on a five-point scale. I have done the survey with
Likert scale. And have done the rating on-

Strongly Agree 1
Agree 2
Neutral 3
Disagree 4
Strongly Disagree 5

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24
1. To which extent Foodpanda (Bd.) can satisfy your thirst

SA 13
A 15
N 2
D 0
SD 0

SA
13
A
N
D
SD
15

Figure 01: To which Foodpanda (Bd.) can satisfy customer

Here we can see 43% customer strongly agree that Foodpanda (Bd.) can satisfy their
thirst, 50% is agree with it. So, we can say that Foodpanda (Bd.) can highly satisfy their
customers.

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2. Foodpanda (Bd.) is holding its quality from long rime

SA 13
A 12
N 4
D 1
SD 0

1
4

SA
13
A
N
D
SD

12

Figure 02: For long time Foodpanda (Bd.) holding its quality

Here we can see that 44% customers are strongly agree and 40% customers are agreed
with its quality which Foodpanda (Bd.) is holding for so long time. That means
Foodpanda (Bd.) is maintaining its quality.

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3. Should they change the flavor of it

SA 6
A 7
N 8
D 4
SD 5

5
6

SA
4 A
N
D
SD
7

Figure 03: Should Foodpanda (Bd.) change their flavor

By this graph we can find out 17% customers are strongly disagreed and 13% customers
are disagreed with the changing flavor of Foodpanda (Bd.). That means Foodpanda (Bd.)
is serving the best flavor for the customer.

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4. It is very easy to carry

SA 17
A 10
N 3
D 0
SD 0

SA
A
N
10 D
17
SD

Figure 04: Easy carrier

When it's about easy carrier, 57% consumer was strongly agreed and 33% consumer was
agreed with the easy carrier of Foodpanda (Bd.). Because people think that when need
Foodpanda (Bd.), they buy it n easily carry it with them.

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5. The food system is very attractive of Foodpanda (Bd.)

SA 11
A 10
N 6
D 3
SD 0

11
6
SA
A
N
D
SD

10

Figure 05: Attractive packaging system

Here we can find out from the graph 37% customers are strongly agreed and 33%
customers are agreed, 20% are neutral and 10% are disagreed with the packaging system
of Foodpanda (Bd.). That means most of the consumer satisfy with the package system of
Foodpanda (Bd.). The packaging is enough attractive for the consumer. But 10%
consumer is disagreed with it. They think Foodpanda (Bd.) must improve their packaging
system; they need to be more attractive.
Interpretation
Descriptive Statistics
Particulars N Minim Maxim Mean Std. Variance
urn urn Deviation
Satisfying thirst 30 1.00 5.00 1 .7667 .85836 .737
High quality for long 30 1.00 4.00 1.7667 .81720 .668
time
should change flavor 30 1.00 5.00 4.1000 1.02889 1.059
Easy to carry 30 1.00 3.00 1.5000 .68229 .466
Attractive looks 30 1.00 4.00 2.0000 1.01710 1.034

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 Chapter-5
Findings, Recommendations and Conclusion

5.1 Findings

 FoodPanda is likely a quick service company. Many people like that because it
takes less time to deliver food. In my survey I find that only 73.3% respondents
from the sample size likes that company and 11.70% respondents do not like it.
 Every person has his own taste and preference. In my survey I find that 67.80%
respondents visit FoodPanda website occasionally, 20.00% visit monthly and
12.20% visit weekly.
 26.70% respondents visit FoodPanda website at lunch time, 53.30% visit at
evening and 20% at night.
 From the survey on FoodPanda website I find that, 28.90% respondents are
agrees that FoodPanda provides the best fast food.
 37.80% agrees that dine out performance of FoodPanda is good, 47.80% agrees
and 25.60% strongly agrees that FoodPanda maintains neat and clean
environment.
 48.6% agrees that waiting time of FoodPanda is minimum to take the deal where
as 34% are neutral.53.30%respondents agrees that FoodPanda is not maintain
delivery time.
 The respondents are 43.30% are male and 56.60% are female.
 14.40% visitors are age under 20. 64.40% are 21 to 34 years21.10% are 35 to 44
years old.
 31.10% respondents are dependent, 36.70% respondents incomes are 21000 to
30000, 13.30% respondents incomes are 31000 to 50000 and 18.80%
respondents incomes are 41000 to 50000.

30
5.2 Recommendations

As foodpanda (Bd.) is already leader in online retail Bangladesh there is not much to
recommend them but still they have the scope to do some good thing which added value
both for the business and customer in the long run some of the recommendations are-

 Foodpanda (Bd.) can have some more clear policy of contracting with seller
 Also posting item on foodpanda (Bd.) need a large verification and long time, this
is a problem for seller. So more quick response needed in terms of posting item on
their site
 Foodpanda (Bd.) turnover rate is high so more permanent employee need to be
increased as well as more facilities to employee need to be given.
 Credit sales need to be increased also installment payment need to be increased.
 Focusing on sales over rural are needed for the survival of the long run and
expand the business.

5.3 Conclusion

These days the market of food delivery is an emerging business as the rate of internet user
has increased and also people have become busier these days to go out and have meal in
restaurants frequently which makes this business very much adapting to this type of
business model. In order to survive in today's market "Foodpanda" should come up with
new ideas and more innovative strategies focusing more on their marketing department
and eliminating problems. If they succeed they will be able to retain their number one
position in the market.

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 Bibliography

Books & Articles:

1. Cravens D. W. & Piercy N. (2009), Strategic Marketing, 9th ed. Scarborough,

McGraw-Hill, New York.
2. Kotler, Philip, Kevin Keller and Hamed M. Shamma. 2012. Marketing
Management (Arab World Edition). Upper Saddle River, : Pearson Higher
Education.
3. Malhotra, N. (2008) marketing research 5th Edition. New Delhi Prentice Hall of
India.
4. Zeithaml, V, Bitner, M & Gremler, D (2006) “Service Marketing: Integrating
Customer Focus across the Firm”, McGraw-Hill, New York.

Website Reference:
 www.foodpanda.com
 Amreen, N. (201 l).Foodpanda. Retrieved from http://archive.dhakatribune.com/food-
amp-health/2014/feb/05/foodpanda
 Home delivery via foodpanda mobile app. (2016). Retrieved from
https://www.foodpanda.coni.bd/?gclid=CIHJjJPitM4CFQOVaAodI5wOLA&k
eyword=foodpanda%20bangladesh%20value%20track%20parameter
 A Review of Food Panda & Hungrynaki-Bangladesh's First Online Food Delivery
Services, (n.d.). Retrieved from http://unabmag.com/articles/a-review-of-
foodpanda-and-hungrynaki-bangladeshs-first-online-food-delivery-services/
 Huq,M. (2014). FoodPanda Bangladesh Turns One: A Success Story. Retrieved from
https://sdasia.co/2014/12/08/foodpanda-bangladesh-turns-one-success-story.

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