REPORT ON

E-BUSINESS IN ORGANIZATION
TEAM: E-MASTERS
COURSE: MIS207
SECTION:15
SUBMITTED TO: DR MD MAHBUBUL ALAM (MMB)
NAME ID

FARHAD HOSSAIN 1521134630

SAIMON NAHAR 1831077630

ULFAT HASAN 1831770630

MD BASIT CHOWDHURY 1831829030

SAMIHA BINTE ADBULLAH 1831834030

Contents
EXECUTIVE SUMMARY.................................................................................................................................3
INTRODUCTION...........................................................................................................................................4
E- BUSINESS IN ORGANIZATION..................................................................................................................5
1.1 Mission & Vision:.............................................................................................................................5
1.2 Range of services:..............................................................................................................................5
1.3 E-Business Model..............................................................................................................................6
1.4 E-Business drivers:............................................................................................................................6
E-BUSINESS REVENUE MODEL.....................................................................................................................6
2.1 The value proposition of Foodpanda:................................................................................................6
2.2 The revenue mode of Foodpanda:......................................................................................................7
2.3 Online marketplace structure of Foodpanda:.....................................................................................7
2.4 Market segmentation of Foodpanda:..................................................................................................7
2.5 Revenue generating strategy of Foodpanda:......................................................................................8
2.6 Market place of Foodpanda:..............................................................................................................8
E-BUSINESS INFRASTRUCTURE OF FOODPANDA.........................................................................................8
3.1 E-business application service:..........................................................................................................9
3.2 IT use for E-business application:......................................................................................................9
3.3 Web technology and software application:........................................................................................9
3.4 Web content management strategy:...................................................................................................9
DIGITAL STRATEGY OF FOODPANDA.........................................................................................................10
4.1 SWOT analysis of foodpanda:.........................................................................................................10
4.2 Competitive analysis:.......................................................................................................................10
4.3 Competitive threats:.........................................................................................................................11
FOODPANDA’S SECURITY RISK...................................................................................................................11
5.1 Information security management system:......................................................................................11
REFERENCES:.............................................................................................................................................13

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 EXECUTIVE SUMMARY

Foodpanda is a food delivery e business that helps consumer to order food online through the
Foodpanda’s mobile app or website and receive their food at their doorsteps. It a global food
ordering platform active in many cities and countries with a large number of restaurants from
where customers can choose their food from. Also it has a large number of active riders in its
business whose who delivers food to the customer’s doorsteps.

We were given a task by our faculty to make a report on the e business in organization.
Therefore, we have picked Foodpanda as our e business company. Here we have written about
the e business structure, revenue model, drivers of e business adoption in organization, strategy
and e business security about Foodpanda. Also we have done the SWOT analysis of Foodpanda
in this report.

We have collected our information from internet research, data collected from other portals,
people, websites, articles and Wikipedia. Also we have collected information by analyzing their
mobile app and website.

After analyzing all the sources, we have found their: mission &vision, drivers of e business, e-
business model, revenue generating strategy, SWOT analysis, e business security &
infrastructure.

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 INTRODUCTION

All students in business program requires to take a course in something called information
systems. Information systems (IS) is the study of networks of hardware and software that people
and organizations use to collect, filter, process, create, and distribute data. In this report we will
take about an e commerce business named Foodpanda. It is a mobile and web-based food
ordering platform. It was founded in 2012 with headquarters in Berlin Germany. Foodpanda
works with 11 countries and 246+ cities. It works with 115000+ restaurant with 80000+ riders. It
is a global food delivering service whose parent company is Delivery Hero. It has its mobile app
in both android and apple store. Also has its own website.

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 E- BUSINESS IN ORGANIZATION

E-business is any business which operates its normal function by use of IT software and over
internet. E-business is more than just selling online rather its overall use of IT in the
organization. They provide food delivery service to a customer’s door steps. The business works
by which a customer will order food from their desired restaurant by using Foodpanda’s app.
Then the customer might choose cash on delivery or pay by using any preferred MFS system.
Then Foodpanda’s delivery boy will collect the food from the restaurant and deliver it to the
customer’s doorsteps.

1.1 Mission & Vision:

Like every other company food panda has their own mission and vision. Foodpanda’s mission is
to “Bringing good food into your everyday”. That means they just don’t deliver but also goes
extra mile to make the customer’s satisfaction more memorable. Whatever our customer’s crave,
we can help.

1.2 Range of services:

Foodpanda offers its customers the easiest way to order food from their preferred restaurants and
get it delivered at their doorsteps. Also they have started delivering grocery to their customers.
They have a wide variety of restaurants in their list for the customers to order from including
different cuisines and fast food.

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1.3 E-Business Model
The e business model of Foodpanda is B2C. It is B2C because it delivers food from the business
which is the restaurant to the customer’s doorsteps. Foodpanda makes its revenue from the
commission given by the restaurant and delivery charge paid by the customer end.

This is a B2C e business model. Foodpanda follows B2C

but delivers the food to the customers by using its riders.

1.4 E-Business drivers:

The main drivers for this e business model of Foodpanda
is the growing technology in the world. All consumers
Figure 1 Business Model of Foodpanda
have access to smartphones and internet. This has enabled
consumers to make purchases from internet. Also an increase of safe online payment has made
consumers spending increase in online. The drivers of adoption of e business are strong ICT
infrastructure and internet security. And also there are software such as SCM, CRM, KMS and
ERP which helped business to adopt the e business model. Also the growth and formation of big
data has helped business adopt e business as it makes processing easier and reliable.

E-BUSINESS REVENUE MODEL

2.1 The value proposition of Foodpanda:

The most important value proposition of Foodpanda is to make sure customers are delighted at

every point in the food. Foodpanda intends to offer value propositions in five ways which are:

 Foodpanda creates accessibility by ensuring consumers doesn’t need to visit restaurants

physically and can order from home and office etc.
 Foodpanda creates value proposition through comfort. Customers can pay by all major
cards or cash. The company also tends to give the quickest delivery. Consumers can also
know about the restaurants through the reviews.

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  Foodpanda offers customization by allowing customers to filter restaurant choices by
type of cuisine and to filter meals by category.
 The company also reduces costs by offering many everyday deals, free deliveries,
customer discounts and so on.
 Foodpanda also creates value through communication once the customer places an order
she will receive a confirmation email/sms.

2.2 The revenue mode of Foodpanda:

Foodpanda has mixed revenue model. As Foodpanda acts as an intermediary

 Commission from listed restaurants.

 The company also earns profit by charging
delivery charges, according to Sarab Kochar
CEO of Foodpanda India, the company
generates 40% of its revenue through delivery
charges.
 Foodpanda earns 10% of their profit by
displaying Ads.
Figure 2 Revenue mode of Foodpanda
 The company also sell customers behavior to
market researchers.

2.3 Online marketplace structure of Foodpanda:

Click is a business model where the company can offer customers the benefits of fast online.
Foodpanda provides customers by bringing their desired food at the door step by just a click.
This happens when the customer interacts themselves through their website and mobile
application.

2.4 Market segmentation of Foodpanda:

Foodpanda has two interdependent customer segments that are both needed in order to operate.
Foodpanda does business with restaurants and customers of the restaurants. While market
segmenting Foodpanda concentrated on:

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  Demographic: The company categorized young customers who perceives time as a
more valuable asset than money.
 Geographic: Foodpanda segmented its market by city and country, since people in
different places have different ordering pattern. Segmented in terms urban and semi-
urban population.
 Psychographic: The company also market segmented in terms of people’s value and
beliefs. That is why they provide Halal foods.

2.5 Revenue generating strategy of Foodpanda:

Foodpanada is generating revenue by taking many strategies. Such as:

 Pricing strategy: The company has adopted competitive pricing policy to maintain
reasonable price. They also offer discounts and special offers.
 Brand awareness: They have created brand awareness through massive advertisement
which also boosted their revenue.

2.6 Market place of Foodpanda:

The market place of Foodpanda is intermediary based, since Foodpanda links with the
restaurants to reach the customers in the supply chain. We can say, Foodpanda acts like a
middleman and uses online platform to reach customers. Foodpanda does not manufacture their
own products.

E-BUSINESS INFRASTRUCTURE OF FOODPANDA

Foodpanda works as an intermediary between the restaurants and the customers. It assists the
restaurants who doesn’t have their own delivery systems and helps the customers get their
desired restaurant’s food without stepping out the door. Here are some of the e-business
infrastructures of foodpanda explained below:

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3.1 E-business application service:
Basically foodpanda uses CRM (customer relationship management) services to satisfy their
customers. They also use ERP application services to interconnect with them in house members.
They use CRM to do direct marketing efforts through Email and their mobile app. Also they do
advertise on many social media to reach their target customers. They value their customer’s
needs by offering meals from almost all the restaurants across the cities of Bangladesh like
Dhaka, Chittagong and Sylhet. Foodpanda is associated with delivery, purchasing, checking the
packaging etc. This creates an effective relation with the suppliers and distributors which falls
under SCM.

3.2 IT use for E-business application:

Foodpanda uses Internet for regulating their app as their business is fully online based. In wide
sense they are using extranet networks links which use IT technologies to interconnect the
intranet of the restaurant business with the intranets of its customers. In this way they establish a
direct link among the customers and the affiliated restaurants. The specific functions of extranet
networks used by foodpanda are, it exchanges large amount of data using EDI between the
channels, shares the different discounts and offers of restaurants with their customers and
reviews of the customers with the restaurants, reducing transaction issues and also to increase
flexibility and productivity.

3.3 Web technology and software application:

Foodpanda is basically using web 2.o technologies to run their E-business platform. By using
such technologies, it is easy for them to meet their customers’ expectations. It Is also helping
them to create an online brand image,

increase customer loyalty and generate continuous sale. They are using software application like
GPS to track their customers address and the nearby restaurants to their target customers. And
they are also using Facebook app which enables customers to login their app with Facebook
account.

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3.4 Web content management strategy:
For their web content management strategy, they use the storage of information. Which means at
the very first order of the customers they give a form which includes the person’s basic
information which foodpanda records and uses every time after that.

DIGITAL STRATEGY OF FOODPANDA

4.1 SWOT analysis of foodpanda:

Strength Weakness
 Well-known brand image  restaurants' crookedness
 Wide restaurant support: 2000 plus from  Area limitation
Dhaka, Chittagong to Sylhet  Bugs of application
 Technology
 Ambitious team members

Opportunities Threats
 Untapped area coverage  Food delivery riders
 Advanced technology APIs:  Fee competition
(Application Programming Interfaces)  Locality advantage
 Attract investors  Unstable economy
 Drone delivery system

4.2 Competitive analysis:

Eating delicious foods is an old habit of Bengali people. And Dhaka is the busiest city in
Bangladesh, people are like to eat from their comfort, lack of time, increase the demand of food
delivery services. Food Panda has lost its position despite being an old partner in the food
delivery service and Pathao received 80 percent market coverage on market orders last year.
Pathao receive 20000 delivery order in a da

For being a Bangladeshi company Pathao get more attention from the locals. Pathao also have
the agreement with around 5000 restaurants which is highest. Riders do two task, they share the
ride and carry food for delivery, which helps them to reduce the prices on services. Ride sharing
companies have a huge amount of riders that make the market competitive. Another participant
in the competition is Shohoz food. Uber eats is a new participant in this market. Uber eats can be

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the future most challengeable participant according to their brand name, and world class
managing experience in different cities. recently Uber eats international added a six-rotor VTOL
(Vertical Take Off and Landing) drone to reduce their delivery time, so there is a high chance,
they can apply this technology in Bangladesh soon. Now based on the orders Pathao holds 42%
market share, Hungrynaki and Shohoz are 8% and the rest are having 10 %.

4.3 Competitive threats:

 Locality advantage: locals trust Pathao, more than food panda, because their
Bangladeshi origin, name, and ride sharing smoother experience.
 Food delivery riders: After Pathao entered in this market, most ride sharing companies
started supplying food. The market has become more competitive since Uber recently
started their journey in this market.

FOODPANDA’S SECURITY RISK

5.1 Information security management system:

1. Privacy: Privacy is something foodpanda should reconsider and there is a lot of way to
break that. Customers always don't want give their name, address, credit card information
and once they put out all the information to the website it become the websites duty to
protect that.
2. Integrity: Integrity is when customers put any information and they aren’t altered by
anything and It's also a matter of authentication. Although as food delivery service they
have customers’ valuable information and a lot of people have access to that. Therefore,
as a company it should bear trust and authentication.
3. Manipulation: As we know that customer give their personal information and it is
confidential but it can be manipulated by others and It's called social Engineering.
4. Moreover, a lots of people having access to that information it can get easily
manipulated. So we have to consider that.
5. Fake IDs: cybercrime is a problem for today’s world and if anyone want to harm
anyone it can easily happen through this and it is alarming. If anyone want to track the
victim, they can easily do that so foodpanda should consider that. And phishing is an
unlawful way.
6. Denial of service attack: this is a cybercrime when criminal target the high profile
websites with valuable information.

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Foodpanda's main risk is privacy and technical problems so they should think of it more often
Hence it is clear that there is other problem to think as in
● Confidentiality protection is huge term nowadays so if they can cover the protection it’s
better for both party
● Cybercrime using fake IDs, it also to think of and it is happening in real world every now
and then so the access that foodpanda have with vast amount of people it is plausible that
it can happen here.
● Integrity is term when any valuable information Isn't being altered and it is trustworthy to
give information so foodpanda have to maintain the criteria.

Limitations: Due to this current pandemic situation we had to face some limitations while
making our report. As the lockdown is going on due to covid-19 we couldn’t take any in person
interview from the employees of foodpanda neither could we know about their e-business
platform as much as we hoped to. So considering this situation we had to prepare our report
based on the data we got on internet which were not enough.

Conclusion: In the current food delivery industry foodpanda is one of the toughest
competitors. They have a very unique business model where they are acting as a middle man
between the restaurants and the customers by lending its logistics force to deliver the food.

But foodpanda can generate more profit by enhancing their advertisements and promotions and
through their delivery systems. Lastly, they have to be more concerned with their security issues
and should look after it to make their e-commerce platform more strong.

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