COMPANY ANALYSIS

TECHNOLOGY ENTREPRENEURSHIP (ENT600) :

CASE STUDY

FACULTY & PROGRAMME: CS242

SEMESTER: 6

GROUP: CS242 6C

PREPARED BY : 1. MUHAMMAD IRSYAD BIN MAHADI (2019462412)

2. NUR NADHIRAH BINTI AZHARI (2019461962)
3. NURUL IFFAH BINTI IBRAHIM (2019462024)
4. SITI FATIMAH BINTI MOHAMED SALLEH (2019461952)
5. ZAYYANI ANITH BINTI MOHD NASIR (2019602244)

PREPARED FOR : DR MOHAMMED HARDY LOH BIN RAHIM

 1.0

introduction
1.1 background of the study
● Based on a survey conducted by
Rakuten Insight in Malaysia, the result
shows that 58% of the respondents said
they ordered food from food delivery
apps more frequently during the
COVID-19 outbreak

● Corresponding with the growing

popularity of online food delivery
services, Foodpanda company has been
chosen to be analyzed as a case study.
 1.2 Problem statement
● Since Covid-19 strikes Malaysia, people
need to limit their movement to
prevent the spreading of the disease.
● The restrictions causes them to have a
hard time buying the supplies of their
groceries and toiletries.
● Although Foodpanda does offer food
delivery services, they are lacking in
providing services on another scope
such as offering to do delivery services
for essential items
1.3 Purpose of the study
● To provide the best solutions for
Foodpanda to solve the organization's
problems as soon as possible.
 2.0

COMPANY
INFORMATION
 2.1 Company background

Industry: Online food & grocery delivery

Founder(s): Ralf Wenzel and Benjamin Baeur

Founded : Singapore, 2012

Headquarters: Berlin, Germany

Parent Company: Delivery Hero

Operation Hour: 24 hours

 2.1 Company background

14 Countries
- Singapore, Malaysia, Japan, Thailand, Philippines,
Operations: Cambodia, Taiwan, Hong Kong, Myanmar, Laos,
Bulgaria, Pakistan, Bangladesh & Romania.

● Foodpanda
Services: ● Pandamart

Mission: “Bringing good food into your everyday”

● Website: https://www.foodpanda.com/
Platform: ● Mobile Application: IOS & Android
2.2 Organizational structure

Figure 1: Foodpanda’s organizational structure

2.3 Product/services

● Online food delivery ● Online grocery

service. delivery service.

● Offers variety of food ● Offers 3,500 items

from over 16,000 from over 100 local
restaurants. and international
brands.
● 24-hour deliveries.
● Operating hour: 6am
● 25 minutes delivery to 12 am.
time.
● 20 minutes delivery
time.
 2.4 technology
Mobile application
● Foodpanda developed its own mobile
application (app).

● Convenient as customer can access it at

anytime and anywhere.

● Foodpanda and pandamart are

available on the app.
.
● Using the app, ordering process is
simpler and customer can monitor the
delivery process.
Figure 2: Foodpanda app Figure 3: Pandamart on
● Available for all devices. the foodpanda app
 2.4 technology

Website
● Developed its own website.

● Foodpanda's website is visually

appealing, with a bright red design and
delicious food in the background.
Figure 4: Details form on Foodpanda’s website
● The website provide an insights on the
company service and background.

● It serve the same purpose as the app.

Customer can order from the website as
well.

Figure 5: Foodpanda’s website

 2.5 Business strategy

● Foodpanda's business strategy is the services it provides.

● The company offers two services:

- Foodpanda : Online food delivery
: Offer more than 1600 restaurants.
- Pandamart : Online grocery delivery
: Provide over 3500 products.

● Both services are convenient for customers as it is

easy and quick.
 2.5 marketing strategy

● Advertise using social media platforms such as Instagram, Twitter and

Facebook.

● Constant engagement with customers and media to keep up brand

awareness and value.

● Collaboration with artist and influencers, to attract more consumers.

● Notify customers via email and mobile app of exclusive deals,

promotions, and discounts

● Offers monthly online discount vouchers.

 2.5 operational strategy
● Foodpanda's operational strategy is
food delivery.
● Foodpanda operates 24 hours.

● How it works:
1. Select a restaurant on the app.
2. Choose your preferred food and add
it to cart.
3. Place the order.
4. Proceed to checkout and payment.
5. The system will notify Foodpanda’s
riders.
6. Orders will be delivered as soon as
CREDITS: This presentation template was created by Figure 6: How it works
possible
Slidesgo, including icons by Flaticon, and
infographics & images by Freepik and illustrations
● by Storyset
Foodpanda riders use motorcycles to
deliver customer’s orders.
 3.0

COMPANY
analysis
 SWOT ANALYSIS
Problem: Lack in providing services on another scope

Solution: Extend its services by venturing into a grocery delivery service namely the Shops which includes Pandamart.

Strengths Weaknesses

- It offers fast delivery of grocery at a minimal fee - It has a limited area of coverage
- Higher demand for groceries and essential products can be - Higher cost may be incurred to the business to maintain logistics

expected compared to the usual meals prepared by restaurants - There are some items that are not available to be purchased online

- It is easier to navigate the business hours since it is fully (Limited choice of items)
- Foodpanda failed to notify their customer if the items they purchased
operated by Foodpanda
were not available. Instead, the customer has to notify Foodpanda
- It benefits from having an existing online customer base
themself and only a refund was offered.

Opportunities Threats

- There is high market acceptance for on-demand - Decrease in demand for on-demand delivery for groceries
and consumer goods due to deteriorating economic
delivery for groceries and consumer goods
conditions of the country.
services because of the new normal. - There are few competitors that offer grocery delivery
service:
a. Tesco Online Shopping
b. HappyFresh
c. Bungkusit
 4.0

Findings &
discussion
4.1 business operating hours

Figure 7: Pandamart warehouse

Pandamart allows a Even though they Having their own

better navigation have to bear the existing online
of business operating cost of maintaining customer base for
hours since logistics, higher food delivery is a
Foodpanda offer demand of grocery competitive
selection of products delivery can be advantage to
from their own expected. market their service.
stocks.
4.2 QUALITY CONTROL

Figure 8: Orders are managed by Foodpanda staffs

Better standard The choice of Having their own

operational product items may inventory through
procedures to be limited and Pandamart is better
maintain quality can technical problems to ensure a timely
be established as regarding the delivery and
orders are managed availability of stock is customers’
by Foodpanda itself. bound to happen. satisfaction.
 4.3 cONSUMER’S BEHAVIOuR
Changes in consumer behavior due to new normal results in high market acceptance.

Figure 9: Habits that will continue post COVID-19

Sources: Visa’s Consumer Payments Attitudes Study, Digital News Asia

● Online groceries shopping
was once underpenetrated
because of logistics and
other reasons.
● The grocery delivery
services market grows as
Covid-19 hits.
To reduce the possibility of getting ● The grocery delivery services
infected by limiting physical exposure, market grows as Covid-19
Malaysian developed habits such as: hits as it is efficient and
safer.
1. Wearing a face mask
2. Stay away from crowded spaces ● Experts claimed that a
and public facilities, fraction out of $350 billion
total grocery spend in
3. Making digital payment and online Southeast Asia consists of
shopping online grocery and it starting
4. Buying local from small or home to make positive progress.
businesses
 4.4 Income reduction
Income reduction leads to decrease in demand for delivery grocery services.

Figure 10: Unemployed persons and unemployment rate, 1982 -2019 and January - November 2020
Sources: Department of Statistics Malaysia (DoSM)

● Department of Statistics Malaysia (DoSM)
stated that the unemployment rate increase
from below 4.0% pre-covid to more than 4.5%.
● Uncertainty for the grocery delivery service
market exists as consumer’s income is
decreasing.
● Issue: Little incentive results in the shortage of
riders.
● However, if there is an increase in delivery fees
to fulfil riders demand, customers may switch
to competitor such as GrabMart.
● Foodpanda needs to offer cheap and better
services and products to remain competitive as
the economy deteriorate.
 5.0
RECOMMENDATION AND
IMPROVEMENT
 5.0 Recommendations and improvements

Irregular hours Reduced income

● Increase efforts to survey operation hours

● Give loyalty bonuses to the riders for
● Provide medium for restaurants to inform
staying with the company for a period
regarding the availability of delivery service
of time.

Consumer behavior Quality control

● Strict reparations if the fault lies with the

● Expand on their current online grocery
restaurant packing the food or the rider tasked
delivery service by adding more variety of
with delivering it
essentials since the pandemic situation has
● Compensate customers to prevent any
made most people unable to shop properly
dissatisfaction.
 6.0

conclusions
 6.0 coNCLUSIONS

● The purpose of this case study is to provide the best solutions for Foodpanda
as a company to help them solve various problems.
● Identifying how the company works as an organization is crucial to gain an
understanding of how the company works internally and externally.
● With the understanding, recommendations can be made easily which in turn
can improve the situation of foodpanda tremendously but it will not solve
all their problems straight away.
● However, it is a step in the right direction for the company to maximise its
profit and stay competitive in an industry that can be very challenging to stay
relevant in.