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