GROUP: 1

GROUP MEMBERS:
1. AALIYA NASHAT (Roll No – 31)
2. LUCKY ADHIKARY (Roll No – 33)
3. TANVEER HAQUE (Roll No – 81)
COURSE: MBA-PS; SEMESTER:1st; SESSION:2020-2022
SUBJECT: MANAGEMENT INFORMATION SYSTEM (MBA-PS 104)

USE OF INFORMATION TECHNOLOGY AS BUSINESS

STRATEGY:
Introduction:

Nowadays the strategy for business success is: drive innovation with information
technology.

Currently online shopping, digital marketing, social networking, digital communication and
cloud computing are the best examples of change which came through the wave of
information technology. Accurate business planning, effective marketing, global sales,
systematic management, real time monitoring, instant customer support and long-term
business growth cannot be achieved at the optimum level without Information Technology.

Evolution of India Food Tech:

(FoodTech 1.0) (FoodTech 2.0) (FoodTech 3.0) (FoodTech 4.0)

Among the Food Tech companies, some brands have grown exponentially since their
inception. Zomato is one of them.

Zomato is an on-demand food delivery platform having a presence in more than 23

countries. It empowers individuals to get food from local eateries and restaurants delivered at
their doorstep for a small fee. The platform also provides information about close-by
restaurants, their menu cards, average cost, ratings and reviews.

Zomato was launched in the year 2008 with the name Foodie bay and in a short period,
it has turned out as a gigantic success.

How did they manage it?

What did they do to increase their customer base?

What did they do to keep their consumers coming back?

The answer lies in their business strategy with the use of Information Technology i.e.,
through:

1. ZOMATO BASE:
Zomato Base is a POS system that allows restaurants to access operations from a single
platform to help them manage their businesses. It acts as a gateway for restaurants to
organize their procedures and systems.

 What can be done with Zomato Base?

Menu Management:
Restaurants can update or alter their menu using Zomato Base from anywhere and at any
time. All changes will immediately reflect in the system.

Inventory Tracker:
This feature makes sure that the restaurants have a healthy stock of all integral ingredients.

Ingredient Management:
Zomato Base not only ensures the availability of stocks but also keeps an update of
ingredient used as per meal order.

Tailored Experiences:
The built-in CRM interface in Zomato Base tracks customer profiles to keep an account of
their favourite and disliked items on the menu.

Real-Time Metrics:
Zomato Base allows restaurants to track their sales performance in real time.

Online Payment Gateway:

Zomato Base enables restaurants to cater to a wider range of customers by keeping up with
modern payment methods through an onlinepayment app.

Electronic Invoicing:
Zomato Base helps reduce carbon footprint by allowing to send invoices via email or SMS.

2. MARKETING STRATEGY
The heart of the business success lies in its marketing which enables the management
 to identify its target audience first and then observe their trends and needs – DATA
ANALYTICS
 the overall marketing covers globalization, advertising, promotion and sales which
subsequently impact on business growth – DIGITAL MARKETING

DATA ANALYTICS:
The term data analytics refers to the process of examining datasets to draw conclusions
about the information they contain. Data analytic techniques enable you to take raw data
and uncover patterns to extract valuable insights from it.

Some benefits of data analytics include:

1. Improved Decision Making

2. More Effective Marketing

3. Better Customer Service

4. More Efficient Operations

 Use of data analytics by ZOMATO:

Food delivery giants like Swiggy and Zomato are increasingly turning to data analytics &
artificial intelligence (AI) and machine learning (ML) to drive growth. In support roles
across its customer, merchant and delivery partner teams, it’s looking to use AI and data
analytics in other aspects of its B2B business. And now Zomato is turning to data to tackle
growing demand and changing customer preferences.

For example, AI is helping Zomato to distinguish between vegetarian and non-vegetarian

dishes. The use of natural language processing (NLP) is helping the firm to serve wider
geographic boundaries without considering any linguistic barriers. This helps the firm to
search by using some popular terms that the customers might use for obtaining accurate
results. AI also gives Zomato a customized interface for their customers based on their
specific needs or likes.

 Areas where ZOMATO uses data analytics:

  Sales patterns

 Restaurant trends

 Potential improvement areas in operational efficiency

 Forecasting Demands

 Going Beyond Traditional Services

 Identify Target Audience

LOCATION-INTELLIGENCE:

The process of deriving meaningful insight from geospatial

data relationships to solve a particular problem. It involves
layering multiple data sets spatially and/or chronologically, for
easy reference on a map, and its applications span industries,
categories and organizations.

 Importance:
 Search and Discovery
 Last-Mile Delivery
 Optimizing Delivery Cost and Time
 Real-time Traffic Monitoring, Location-based Advertising

DIGITAL MARKETING:
 Zomato has put in a lot of efforts in Search Engine Optimization (SEO)
As per Ubersuggest data, it ranks in India for 816,952 keywords as on July 2019. Its
organic traffic is 6,719,882 users per month. These stats are really amazing.

 Keywords in URL
Zomato takes the top keywords in their niche and creates webpage URLs of them. This
tells the search engine that their pages are relevant to the search query of the user. This
is a very good strategy to ensure that your website ranks.

 Backlinks

Zomato gets backlinks from 12,274,172 unique domains. It also gets 233 backlinks from
high authority domains like .gov and .edu domains. All this increases the Domain
Authority of Zomato’s domain and helps it rank higher.

 Keywords on the web pages

Keywords that include food names, restaurant names, and phrases like “order food
online in Mumbai” tell the search engines that these pages have the content related to
these search queries.
 Social Media Marketing
Zomato is active on Instagram, Facebook and Twitter. As of 2020, it has 1.8 Million
followers on Facebook, 170K followers on Instagram and 1.4 Million followers on Twitter.
Let’s analyze how their posts are:

 Trendy
Zomato engages with the audience by posting on trendy topics. The brand understands
the audience’s nature. Hence, it promotes content which makes users share it, comment
on it and view it again and again.

Example:

A. One of the most noteworthy events in the field of sports is the Olympics.
During the 2016 Olympics, Zomato posted something like this.

B. Another trendy topic of the time was the game “Pokémon Go!” Zomato
capitalized on that as well.

C. Zomato gave a twist to the topic of Panama Papers.

  Audience Connectivity

The users can relate to images by just looking at it. The users will like, share, comment,

recommend to others. That’s what Zomato wants, engagement with a real-life user.

Example:
A. There are two ways people eat Pizza.

B. ‘How I ate your butter’

C. Isn’t it similar to Game of Thrones?

 Paid Advertising
Zomato runs Search Ad Campaign using Google Ad-words. It also runs Google Display
ads to target users on third party websites and apps.

Along with this, it runs promotions on Facebook and Instagram to target users on these
platforms.

 Promotional Strategies
Zomato offers a myriad of complimentary promotional strategies to the restaurateurs to
increase their reach and build an online reputation. Here are some of the promotional
strategies that will help a restaurateur to promote his business online —

A. Zomato Eazy (Quick Value Meal)

Zomato Easy can help a restaurant to

increase its brand visibility by selling
their low budget items.Creating an
opportunity for serving a potential
customer, who might have not tried the
brand otherwise.

B. Brand discounts

Giving discounts to potential customers is

one of the fastest ways to draw the
attraction of customers and drive in more
traffic.

C. Buy one get one (BOGO)

 When it comes to promoting a restaurant online, buy-one-get-one promotions are
very common. It offers customers two for the price of one which means they are
getting a deep discount and that’s what makes them happy.

WRAPPING UP:

Zomato in terms of its rivals, have more restaurants listed on their platform and among
other countries___ India has one of the biggest marketplaces for Zomato which has been
mostly possible due to the use of INFORMATION TECHNOLOGY as its business
strategy.

Therefore, from the above-mentioned points__ we can see that Information Technology
is transforming the way we work, is more effective and efficient and is creating enormous
economics and other benefits.