Slide 11

We all know what a mission statement is. A mission statement is nothing but a
short statement of why an organization exists, what its overall goal is, identifying the goal of its
operations. Generally, the mission statement is clear, specific and meaningful and so does the
foodpanda’s. Foodpanda’s mission is to simplify the life of customers by making food delivery
as convenient and affordable as possible in Bangladesh. Their mission has come to light due the
excellency in operations strategy.
Slide 12
Let’s see the strategy positioning of foodpanda.
Operations strategy positioning can be achieved by doing different activities or by doing same
things in different but in better way than the competitors. Foodpanda has leveraged the market by
their operation strategy positioning achieving in the same way.
Foodpanda has focused in 3 conceptual strategy positioning.
Variety-based positioning: Foodpanda has designed a value chain to serve a wide variety of
customers but satisfying only a subset of their needs which is the delivery service of foods and
groceries items.
Need-based positioning: Foodpanda serves the group of customers with differing needs from
their listings. It has tailored its vendor listing activities according to different price requirements,
varieties of foods, locations etc.
Access-based positioning: Foodpanda is an e-commerce entity, so it can only serve those
customers who have the access to the internet to reach its platform.
Foodpanda’s positioning is gained based on the following strategic practices.
Cost: Foodpanda committed itself to a long term search for operation to reduce the cost to
achieve sustainable competitive advantage on the basis of being the lowest cost player. To
achieve this, it has put on some investments, updated facilities, equipment, programs and
systems to streamline operations, skills training and development.
Quality: Foodpanda viewed quality as an opportunity to search for new ways to add value
beyond the consumer’s expectations. Foods and groceries that are delivered through Foodpanda
are ensured to have the standard quality
Flexibility: Foodpanda has developed the ability to deliver foods and groceries to individual
tastes. It has a massive number of vendors in its listings in Bangladesh.
Response: Foodpnada has added flexibility to its competitive advantage by speed, response and
time-based activities
Apart from these, other positioning strategies are:
Trade promotions  Reduced commissions to pay  Greater discounts through Foodpanda
 Slide 13
A competitive environment is the dynamic external system in which a business competes and
functions
The operations strategy of Foodpanda largely depends on its external competitive environment.
While developing an operations strategy the company had consider different external
environmental factors. To illustrate the influence of the external competitive environment of
Foodpanda, twelve points environmental factor analysis is demonstrated. It is shortly known as
EFA-12. Here you can see all the 12 components of EFA. Each of the factors take consideration
of different aspects such as
1 Political factors – Government policy and legislation;
2 Economic factors – financial markets, interest rates, inflation, recession, exchange rates, the
Euro, etc.;
3 Sociological factors – demography and lifestyles;
4 Technological factors – obvious advances in product and process technology, etc.;
5 Environmental or ‘green’ factors – the pressure for environmentally safe goods, reductions in
pollution and resource depletion;
6 Ethical factors – concerning products, working practices, resources, impact upon local
population and investment issues;
7 Market factors – demand for niche products, short product life cycles, increasingly global
competition, resource availability;
8 Competitor factors – competitor’s objectives, resources, performance, products and services
and strategies;
9 Customer factors – immediate customer base, wider customer base, market segmentation,
customer values, customer service and quality
10 Complexity factors – the degree to which the environmental factors are likely to witness
changeability (the environment affected by internationalization, technological, social and
political issues) and novelty (the degree to which the environment presents the organization with
new situations);
11 Predictability factors – the degree to which such changes can be predicted (the visibility and
predictability of such changes);
12 Dynamic factors – the speed or rate that any of the above factors are likely to change and the
possible appropriate responses that the organization may be able to muster prior to, or after, such
change.
 Slide 14
Here deployment of the operation strategies and mechanism that provides foodpanda’s unique
composition matrix is illustared.
We will find out the strategies and building blocks that shape strategy of Foodpanda and follow
the steps of the overall process of deployment of operations strategy described in the book
As Foodpanda’s one of the main delivered values is a quick response to the customers, then
Efficient Customer Response (ECR) and Just In Time (JIT) seems the best fitted strategy.  As
supply chain management is an important factor for their business, another operations strategy
type can be Supply Network Management (SNM).
Slide 15
According to the composition matrix, the organization scores the importance of any building
block aligning with the competitive factors, innovation, technology and demand factors.
The columns JIT, SNM and ECR demonstrates the importance of the operations strategy fusion
by demand behavior and supply chain network associating with other factors like-competitive
environment, delivered values, etc.
Here as we can see that ECR has the highest categorical score among the strategies which are
blended together. Among the building blocks discounting coupons and joint product planning
and suppliers have the highest band score.
That’s it for now from my part! Thanks for your patience! Now ojhor will carry out the rest of
the presentation.
Slide 16
Component weighting bands column demonstrates the unique operations strategy architecture of
Foodpanda after measuring all of the building blocks and their importance relating to these three
main operations strategies.
As you can see discount coupons, joint product planning with suppliers, own quality control and
others are the building blocks meshed together in the composition matrix of foodpanda which
ensures the sustainable competitive advantages in mobile food delivery market.