We have chosen the food delivery service foodpanda & the description is given below:

Define the Market:

Geographical Area:
Geographical area is considered as one of the important factors of segmentation. The
organization targets the geographical area on the basis of location, customers, feasibility of
business, competitors etc. As we have chosen foodpanda (Food Delivery Company) & found that
they are serving in 32 areas including Dhaka, Chattogram, Rajshahi, Cumilla, Mymensingh etc.
As it is totally an application based service & people need internet service to avail this service, it
is not feasible for them to target the rural areas of Bangladesh. Although they started their
journey with the capital of Bangladesh, Dhaka & now they are exploring new opportunities day
by day.
Specific Customer Needs:
The main motive of foodpanda is to deliver the desired food at the door step to the customers to
fulfilling their food cravings. Basically, people are not always able to go out & take their desired
foods. Especially during this pandemic, delivery service like foodpanda has become more
important part of the life of people. So, the main goal of foodpanda is to meet the need of
customers’ food by bringing up at their door step in a very short time.
Reasonable Size:
The size of the population depends on the customers which the organization targets to serve. For
foodpanda, there are 60000 registered users & there are almost 5000 restaurants from which they
deliver foods to the food lovers at their door steps without delivery charge. They are increasing
their operations & getting the increasing number of new customers as well, especially during this
pandemic.

Identify Decision Makers & Transactions:

What: foodpanda is food delivery service. They serve people food at customers’ door step.
Where: Customers get them at their door step through ordering online.
When: It is 24/7 service usually for some areas & for some restaurants. But usually from 12:00
PM to 9 PM is the prime time.
How: This is the basically B2C means business to consumer. Usually foodpanda directly gives
service to the customers.
Who: In this part it is important to decide who the purchasing decision maker is. For foodpanda
most of the time who avails the food usually is the decision maker. Sometimes it can be someone
who will order the food for someone else but the ratio is comparatively low.
 Identify Customer Purchasing Criteria:
Hygiene Factors: The hygiene factors are those which are the basic things customers expect
from that particular product/service. In the case of foodpanda, their delivery timing, packaging &
hygiene are the hygiene factors.
Motivators: Motivators are the factors which make them unique from the other product/service
& encourage customers to go for it. For foodpanda customer service is the motivator. Like how
they communicate their customers, how they respond to any complain & how they compensate if
the fault is from their side.

Create Final Segmentation:

Here we get 14% where we
multiply 20% who are less
High Service Quality from
bothered about price with 70%
who are more demanding about
quality of service.
Most people prefer top notch service
Needfoodpanda which is 70% & more
people want services at very
70%
reasonable price which is 80%. After
multiply these56%
two we get 56% which
14%
means these people are both high
service quality & high price sensitive.

80%
Low Price Sensitivity High Price Sensitivity 20%

There are very less people who 6% There are 24% people who bother
24%
neither care about price nor the more about the price but less
quality. They are only 6% which about the quality of service. We
we get by multiplying 20% (Low get it by multiplying 80% (High
30% Price Sensitive people) with 30%
price sensitivity people) with 30%
(Low Service Quality Need People) (Low Service Quality Need)
Low Service Quality Need