Term paper on-

“Identify changed consumer behavior due to the COVID-19 pandemic.”

Course Code: MKT201

Section: 02
Selected Company: “Foodpanda”

Submitted To
Dr. Salma Akter (FHEA)
Assistant Professor

Department of Business Administration

East West University, Dhaka, Bangladesh

Submitted By
“Pompous Assets”

 Roksana Akter Shila (2020-3-10-137)

 Maria Marjanun (2021-1-10-053)
 Khandaker Tanjia Islam Ridy (2021-1-10-123)
 Marzia Rahman (2021-1-10-224)
 Farhan Rishad (2021-1-10-227)
Date of Submission: 28th December, 2021
 Letter of Transmittal

28th December,2021.

Dr. Salma Akter (FHEA)

Assistant Professor

Department of Business Administration

East West University, Dhaka, Bangladesh

Subject: Submission of term paper on “Identify changed consumer behavior due to the
COVID-19 pandemic.”

Ma'am,

With due respect and humble submission, our group is presenting a term paper on "Identify
changed consumer behavior due to the COVID-19 pandemic" with due respect and great joy.
The term paper was written entirely according to your instructions, and our group focused on
changing customer purchasing behaviors, as well as the obstacles and possibilities faced by our
chosen firm, "Foodpanda." The report intends to provide the knowledge we obtained during the
research. We did our hardest to put up our best effort in order to make this term paper relevant. I
hope you will be forgiving of our limitations.

Thank you, Ma’am.

Sincerely yours,

Maria Marjanun

(ID:2021-1-10-053)

On the behalf of “Pompous Assets”

Table of Contents

Abstract
 1.0 Introduction...........................................................................................01-02

1.1 Company Overview....................................................................................02

2.0 Foodpanda services in different areas....................................................03-04

3.0 Online marketing strategy of Foodpanda...............................................05-08

4.0 Restaurant connections with Foodpanda................................................09-11

4.1 Technology..................................................................................................10

4.2 Features of the food delivery website (Foodpanda)….................................11

5.0 Order and food delivery process.............................................................12-13

5.1 Payment........................................................................................................12

5.2 Delivery........................................................................................................13

6.0 Changed purchasing patterns...................................................................14-17

6.1 For consumers..........................................................................................15-16

6.2 For marketers...........................................................................................16-17

7.0 Methodology............................................................................................17-19

8.0 Customer service......................................................................................20-21

9.0 Offerings..................................................................................................22-23

10.0 Competitors..............................................................................................23-25

11.0 Company challenges & opportunities......................................................26-29

11.1 Challenges................................................................................................26-27

11.2 Opportunities............................................................................................28-29
12.0 Conclusion.....................................................................................................29

13.0 Limitations & scope.......................................................................................30

14.0 Recommendations..........................................................................................31

15.0 Refererences..............................................................................................31-33

Abstract

In our term paper we have discussed mainly about the company Foodpanda and its customers'
purchasing pattern during the covid-19 pandemic situation. Despite being the industry leader and
pioneer among Bangladeshi meal delivery businesses, Foodpanda experienced numerous
challenges during the pandemic. Aside from the difficulties, they were able to seize many more
opportunities than their opponents. They established their positioning in such a way that the
majority of customers are convinced to order from their website or app in order to capture the
maximum market share in this sector of online meal delivery service. By creating their internet
marketing approach in this business field of online meal delivery services, they have been able to
successfully build a strong reputation. By separating their services from the competition, they
were able to develop a strong brand image. To strengthen our term paper’s topic, we have
included hypothesis in our methodology part. They also cover practically all of Bangladesh's
districts. The majority of restaurant owners prefer to work with Foodpanda because of its good
reputation. Foodpanda has made their app user-friendly so that users can order without fuss. The
company's customer service philosophy is highly caring. Foodpanda not only provides online
meal delivery, but they also provide groceries and pharmacy delivery through their subsidiary,
PANDAMART. Foodpanda is always doing their best to overcome their constraints by making
use of the opportunities available in this field.

Introduction
 Mission Statement: "Bringing good food into your everyday.”

Vision: “To become Bangladesh’s fastest, most innovative business in the good
food sector.”

The goal of this term paper is to determine the impact of the COVID-19 pandemic on consumer
purchase and consuming behavior, as well as the key elements that influence purchasing
behavior of the consumers of foodpanda.

Foodpanda is a simple online service that allows consumers to order meals from a range of
restaurants. It lets consumers enjoy a variety of cuisines and flavors delivered right to their
house. Foodpanda Bangladesh's Co-Founder and Managing Director is Zubair B.A. Siddiky. The
firm, which began operations in Dhaka in 2013, has developed dramatically in recent years. It is
a tiny group of problem solvers, designers, thinkers, and tinkers who work around the clock to
build Foodpanda Bangladesh's most sophisticated online food ordering service. They believe that
ordering food should be simple, quick, and most importantly, enjoyable! They wanted something
more straightforward, so they created it.

Foodpanda believes that the best stories are created with creativity, wit and a definite insight into
local cuisine culture. It speculates that the best stories are induced with imaginativeness, wit, and
a clear understanding of local cuisine culture. A foodpanda user will look at its nearest restaurant
so that they can choose from their preferred restaurant.

Customers of foodpanda will appreciate the enhanced accessibility, variety, and cost. It entails
having a digital presence as well as an extra income generation channel for partners. And a
platform for riders to work and make a living.
Because of covid-19, there have been significant rises in the online service sector. But among
these the online food service sector grabbed the most opportunities. In this period of the
pandemic, foodpanda became the market leader in online food services.

Company Overview

Type of business: Subsidiary

Type of site: Online food ordering

Founded: 26 March, 2012

Founded in Bangladesh: 2013

Headquarters: Singapore

CEO: Jakob Angele

Co-founder (Bangladesh): Zubair B.A. Siddiky

Status: Acquired/ Merged

Employees: 20,000+

Industry: Online food and grocery delivery

Parent Organization: Delivery Hero

URL: https://www.foodpanda.com.bd/

Foodpanda Services in Different Areas

Foodpanda provides its service in almost all the areas of Bangladesh. In both the website and
app, we can see that they have been able to reach 50 districts.

The districts that have been listed in foodpanda are mentioned below-

Dhaka Gopalganj
Chittagong Kishoreganj
Sylhet Kushtia
Cox’s Bazar Munshiganj
Savar Naogaon
Rajshahi Chandpur
Khulna Manikganj
Gazipur Bandarban
Comilla Natore
Keraniganj Moulvibazar
Rangpur Pirojpur
Barisal Pabna
Faridpur Barguna
Jessore Sherpur
Dinajpur Meherpur
Bogra Chuadanga
Noakhali Madaripur
Feni Satkhira
Narsingdi Mymensingh
Tangail Sirajganj
Nilphamari Jamalpur
Gaibandha Kurigram
Brahmanbaria Jhenaidah
Bagerhat Lakshmipur
 Bhola Shariatpur

Among these 50 districts, foodpanda has significantly gained success in Dhaka and Chittagong
city as most of the restaurants are located in these two cities. Therefore, foodpanda services are
provided here the most. There are numerous numbers of services that foodpanda brings forth in
the areas. But the services that they mostly give are-

 Online food delivery

 Online grocery delivery
 Promotional offers & Coupons
 Order cancellation policy
 Cash on delivery/ Online payment

Online Marketing Strategy of Foodpanda

We used to cook by ourselves a few years ago; however, due to our hectic and overworked
schedules, getting dinner from somewhere else has become a daily habit. Foodpanda is one of
many online food delivery services available on the international market today. Foodpanda's
marketing plan includes a significant amount of online promotion. Foodpanda allows people to
easily find cuisine in their neighborhood and order their favorite meals online or on their phones.
Foodpanda is the most powerful online tool for food delivery at the moment, and it is the market
leader in Bangladesh when it comes to online food delivery services. Asia was the first region hit
by the coronavirus pandemic and in many markets, it was an early indicator of the massive spike
in demand for food delivery.

While people were locked down at home, Foodpanda saw a stark increase in business. Those
who were in quarantine had nothing to do without stalking on the internet and shopping online.
When they felt hungry even then, they used to order foods via online, and among all the online
food delivery services Foodpanda is the most preferable one.

In terms of country expansion, Foodpanda is the fastest growing Rocket Internet venture.

Foodpanda is currently a global online meal delivery marketplace with operations in over 40
countries on four continents. Foodpanda users in Bangladesh can order cuisines from over 2000
eateries located from Dhaka to Chittagong via Sylhet. Whether a consumer wants a tasty burger
from Takeout, fresh sushi from Samdado, or peri peri chicken from Nando's, Foodpanda offers it
everything.

Foodpanda has effectively developed its website and mobile app to make the ordering procedure
easier. Users can choose from a list of local eateries and place orders via the website or mobile
app.

To date, the Foodpanda app has 50 million downloads.

Foodpanda is a marketplace-based totally online food delivery system that connects consumers
to thousands of local food outlets. It is one of the most widely used apps for ordering food from
restaurants. Users can choose from a variety of meals and place orders to be delivered to their
homes.

Through email marketing, the company announces food festivals, special deals, and incentives to
its consumer base on a regular basis. People can order food from their favorite restaurants and
cafes via Foodpanda's website and mobile app.

Foodpanda's commercials are distributed through social media sites. It maintains a Facebook
page for regular updates and conversations, as well as brand visibility and value.

On Twitter, the company has thousands of followers.

Foodpanda's promotional campaigns have appeared on television, radio, the big screen,
magazines, newspapers, train and bus advertisements, billboards, and retail malls.

They have their own YouTube channel which has a total of 52.2k subscribers. Where they use a
tagline " With a single click, food will be delivered within 30 minutes "
Various Foodpanda advertisements are shown while browsing any other YouTube channel or
while viewing videos and one cannot ignore them without watching for at least 5 seconds. On
Foodpanda's YouTube channel, customers can have a closer look at the food. They're a lot more
than a food delivery service. Foodpanda is all about the experience, from the first mouthful to the
last. On YouTube, they demonstrate the pink bike food delivery service, which feeds foodies all
around the world.

Even Foodpanda organized a YouTube show named " For the love of food ", where there is a
collaboration of different restaurants and different celebrities. For example, among the
restaurants, there were Cheez, Street oven, Takeout, BFC, etc which collaborated with Tahsan,
Bidya Sinha Mim, Joya Ahasan, Arifin Shuvo respectively.

They received millions of views on these videos, allowing Foodpanda to advertise itself and
achieve more reputation and fame through a marketing approach.

Foodpanda maintains an official Facebook page to better reach its users and customers. They
have over 6 million followers on Twitter. Their social media platforms are extremely active.
They are constantly upgrading their page so that customers are aware of the latest Foodpanda
services and deals.
Customers can also read and write restaurant reviews on Foodpanda. Customers can leave
feedback on a variety of aspects, including delivery, the buying procedure, overall impression,
and flavor. It connects consumers with their preferred restaurants.

Restaurant connection with Food Panda

Foodpanda is an online food delivery plugin for WordPress working with e-Commerce, a
lightweight and simple Theme, and Windows Software to create an online delivery system for
fast food, pizzeria, cafe, or restaurant.
We can add “Extra Options Categories” on each product, variation, or to the whole product
category, this will save a lot of time if we are using the same extra options for multiple products
in the same category. Set delivery hours for each Weekday customers will be unable to order
other hours with automatic order printing software for Windows & Mac for food you will be able
to automatic print our e-Commerce orders directly to our thermal or other printers.

 Multistore Feature – For Merchants with multiple stores

 Automatically send the order to the nearest store to the customer manually selection is
also available
 Maximum Distance for Delivery
 Distance-Based Calculation
 Polygon Based Calculation / Postal Code Based
 Pickup Option
 Multiple Customer Addresses
 Automatic Address Completion using Google Maps API
 Accept /Decline Orders.
Technology

 New Relic to monitor user experience in real-time

 Google Conversion Tracker
 Google Analytics
 Facebook Pixel
 Google Content Experiments
 Facebook Conversion Track
 Web Trends for marketing performance management
 aboriginal for providing personalized recommendations to visitors
 Google Conversion Tracker
 Facebook Conversion Tracker
 Double Click Floodlight
 Google Analytics
 Atlas Action Tags to track conversion tracker
 Quantcast Measurement provides demographic information
Features of the Food Delivery Website

 Offers food delivery services in 40+ districts

 Voucher application
 Payment Method (Cash/ Bkash)
 The website has more than 100 million active foodies
 Food panda can log in and add their reviews about restaurants and food
 Business owners can list their restaurant on the website and add details such as an
address, menus, photos and lots more
 The website is available in languages such as English, Portuguese, Italian, Vietnamese,
Slovak, Polish, Turkish, Spanish, and Czech
 Available in both desktop and mobile versions
 Users can order food online, search for restaurants or make table reservations
 The prime features are no minimum order, live order tracking, and super-fast delivery
 The portal also organizes birthday parties
 It offers catering services for weddings and corporate events

Order and food delivery process of FOODPANDA

Hungry? The quickest delivery of food to your door. Place your order now and pay when it
arrives. Take pleasure in nutritious meals. Hot Food Delivered Quickly In 4 Simple Steps, Place
Your Order

Step 1:

Determine your location: Enter your postcode to see a list of all nearby restaurants.

Step 2:

Choose from the following options: Choose a restaurant and the things you want to order.
Step 3:

Checkout: Your exact delivery address, payment method, and phone number must all be
included.

Payment

All the restaurants accept cash on delivery. In addition, there are various online payment
methods available in Foodpanda.

Customers may find out which payment options each restaurant accepts by visiting the 'Info' link
on the restaurant's page.

They have three options for making payments.

#Cash on Delivery-

Customers must choose 'Cash on Delivery’ at the checkout page and pay the driver at the time of
delivery.

#Credit/Debit Card-

Customers can pay with a credit or debit card as well. They must do so by selecting 'Credit Card'
on the checkout page. Customers will be forwarded to the secure page of the payment partner
after placing their order, where they can follow the instructions. The order will be sent to the
restaurant once payment has been confirmed.

Delivery

Foodpanda's delivery time varies from restaurant to restaurant. It also depends on how many
orders the restaurant has to produce and how far the business is from the delivery address. On the
Foodpanda website, customers can view the expected delivery time for each restaurant in their
region. Customers will receive a more specific delivery time through SMS after placing an order.
Even In the covid-19 pandemic, the Foodpanda continued to deliver food and groceries to
households across the country during the hard lockdown.

Foodpanda has taken all necessary measures to deliver goods to customers, including following
government-mandated health and safety protocols such as ensuring that riders wash their hands
frequently and wear masks, as well as employing a contactless delivery option (to avoid
interaction with the rider) when an advanced payment is made digitally.

Changed Purchasing Patterns

Purchasing patterns of consumers have significantly changed in the midst of covid-19. They
were more outgoing before the pandemic started. Back then only the restaurants used to have a
peak among the consumers and the food delivery services were somewhat of a side option. After
the month of December 2019, consumers have felt risk to go out and “dine in” in the restaurants.
But they still had the urge to taste the outside foods. As foodpanda was doing business even
before the covid-19, consumers well founded their service and chose it as their first option in
ordering foods online. In some measure, Consumers purchasing behavior changed from offline to
online.

For Consumers

Before Covid-19:

Before Covid-19 took place, consumers were outgoing. From daily hangouts to small meetings,
the consumers took their time to plan and sit in the restaurants while enjoying their meals in
those public places. They didn’t purchase those meals for parcel or takeaway rather they paid the
restaurants to have a good time with their closed ones. A very few people used the service of
foodpanda and this was a very few in numbers. Also, for regular grocery purchase people used to
visit the raw market (Bazar) otherwise the super shops (Departmental Stores) like- Swapno,
Meena Bazar, Agora etc; as they preferred to check the items and buy it by themselves. Most of
the people relied on being present physically at those places in case of purchasing anything.

During Covid-19:

Foodpanda has been able to implement q-commerce in all of their markets and supply groceries
throughout Covid. They simply anticipated an increase in demand as a result of consumers'
desire to be secure and at home.

There was a time when people used to enjoy birthday and wedding meals but, in this epidemic,
they order such kind of foods through foodpanda to fulfill their appetite; so that, they don’t miss
out their fantasy and craving moments. Here their purchasing patterns changed slightly.

Consumers are naturally concerned about whether it is safe to have food delivered to their homes
while coronavirus is contagious. Experts agree that ordering in is a two-way street in which both
food workers and customers must take safety precautions. The good news is that the chances of
developing a Covid-19 infection through food are quite minimal and that is why, while ordering
food in the pandemic they felt secured. For this reason, they relied on foodpanda the most.

Primarily the customer groups who had previously been a little more difficult for them to reach,
such as elderly people around 60, less tech aware, and so on, suddenly began using the
foodpanda service. They had to rely on their other family members for their basic medicines and
all. But foodpanda provided them with an opportunity to order their necessary medicines from
the online medicine shops that has been listed and merged with foodpanda.

In the time of covid-19, people got so bored that they were browsing the internet all day-all night
and they were searching a way to overcome their boredom. After that, many of them especially
the youngsters found their interest in cooking. For cooking these fancy items, like- Dalgona
Coffee, Steak, Mashed potato, Sautéed mushrooms etc; they found the platform, from where they
can easily order the raw materials for preparing these sorts of rich delicacies. Rather than going
to the “Bazaar” they chose the “Pandamart” section of foodpanda to purchase the raw materials
for preparing those goodies. Here the consumer purchasing behavior changed as they are no
longer stepping outside to buy the organic materials but at the same time, they being delivered
with those products by foodpanda in exchange of cash on delivery/online payment.

For Marketers

Before Covid-19:

As before covid-19, most of the consumers were not directed towards foodpanda. Preferably
these consumers were not as much profitable for the company. The restaurants were flooded with
profits whereas the marketers of foodpanda were only able to collect the minimum yield. Though
foodpanda was introduced in Bangladesh in the year 2013 but before the year 2019, foodpanda
was unknown to most of the citizens of this country.

During Covid- 19:

Marketers have witnessed a great possession during covid-19. Their business has faced the most
success in this period of time. Both the consumers and restaurants have been a great asset for the
company. Foodpanda withheld payments for certain restaurants during Covid-19 to help them go
through difficult times. It hints to an issue that will exist for restaurants in the long run if
restrictions on eating in stay in place and restaurants rely primarily on delivery.

Other food delivery businesses in various regions across Bangladesh demand hefty commission
costs for access to their platforms and delivery, while foodpanda reduces the cost to a minimum.
It's a difficult business strategy to provide food to the client within an average of 25minutes at a
price the consumer is willing to pay, so that requires cheap delivery fees. By these they gained
thousands of loyal customers.

The marketers have been able to earn a huge revenue for the company by fulfilling their goals in
which they have been able to satisfy most of their customers. With less delivery charge and high
service quality, customers chose foodpanda over any other online food delivery services. It
became visible to everyone that foodpanda is the market leader of delivering foods and groceries
in Bangladesh.

Restaurants are charged a significant commission by Foodpanda. Restaurants like a modest

commission rate, which is rather common in a commercial partnership. Over 2000+ restaurants
in Dhaka, Chittagong, Sylhet and other districts in Bangladesh have merged with foodpanda.

The marketers take a good amount of share of the profits which the restaurants earn from
delivering their foods through foodpanda.

Before covid-19, only the restaurants were able to earn profit but during the pandemic,
foodpanda is at top in earning revenue by merging.

Methodology

We have observed three online food delivery services which are Foodpanda, Uber Eats, and
Shohoz. We have considered the variable age group and income level. The table shown below
are representation of hypothetical example:

In case of Age Group

Before Covid-19:
 Age Group Foodpanda Uber Eats Shohoz Total
13-25 68% 13% 19% 100%
26-38 62% 16% 22% 100%
39-51 55% 14% 31% 100%
52-64 59% 18% 23% 100%

During Covid-19:
Age Group Foodpanda Uber Eats Shohoz Total
13-25 71% 11% 18% 100%
26-38 65% 16% 19% 100%
39-51 58% 85% 34% 100%
52-64 62% 10% 28% 100%

In case of Income Level

Income Level (BDT) Foodpanda Uber Eats Shohoz Total

0-20000 72% 12% 16% 100%
21000-40000 69% 16% 15% 100%
41000-60000 63% 21% 16% 100%
61000-80000 57% 29% 14% 100%
81000-100000 53% 35% 12% 100%
 Customer Service

Foodpanda BD customer service

Particular times customers want to contact Foodpanda customer service for distinctive purposes
like Low – Quality Food Serve, Deliveryman behaviors, Payment Problems or Refund system.
Also, day by day customers are increasing in Food Panda. That’s why they may need to contact
the Customer support team of Food Panda. So, comply with the method and get help quickly.

Customer can receive service of Foodpanda BD from Online, Email, Facebook, and Live Chat.
Foodpanda is an online food delivery service provider that works in different countries. In this
context, anyone can get Food panda Bangladesh customer care information. At different times,
customers of Food Panda need to contact support.

What kinds of processes need to follow to get support from the authority? A customer
doesn’t know this well. So, foodpanda is working hard to inform every sensitive issue to their
users.

Recently, Foodpanda added Shop to their App. So, the user now can Order Groceries or any
Products from the listed shop. Foodpanda rider will deliver your product early as soon as
possible. However, we have found numerous numbers of Medicine shops available on
Foodpanda App. So, Any Bangladeshi Person can Order Medicine from Foodpanda App quickly.

Foodpanda, the online-food-and-grocery delivery service, will continue to deliver food and
groceries to households across the country during the weeklong hard lockdown starting from
July 1. Continuing to show their necessity at some stage in the pandemic, foodpanda has taken
all required measures to supply items to customers, whilst keeping health and protection
protocols that observe the government’s guidelines, such as, making sure that riders sanitize their
palms often and put on masks, in addition to the employment of an choice that lets in for
contactless delivery (to keep away from interplay with the rider), whilst a sophisticated fee is
made digitally, stated a press release. To help consumers receive daily essential items delivered
to their doorstep within the shortest possible time amidst the shutdown, foodpanda's services,
including online food delivery, Panda-mart grocery service, and other deliveries will stay
available.

It is to be stated that lockdown protocols have allowed eating places to maintain their kitchens
open and retain their takeaway and home delivery services, in order that corporations can
continue to exist at the same time as clients get meals brought on the protection in their home.

So whenever, and anything or not it's that clients need, from a meal to child diapers, all they need
to do is open the foodpanda app and order their desirable product online.

Foodpanda BD Customer Care Number

Foodpanda Bangladesh is a multinational food company. It has not yet launched a call center in
Bangladesh. “Do you have any complaints about Foodpanda? Such as with substandard
food, refund money, delivery man abuses etc.” Then the customer may need to complain to
the Foodpanda Call Centre. Give the complaint address of the office described by Foodpanda. If
they want to send the complaint, they can send the complaint to the office of foodpanda by
email. Considering that, they cannot provide customer service via Call Centre at this moment. If
they need service for Account Activation, Password change issue, Payment or Refund Issue
(Prepaid), Make a complaint against Riders or Restaurants, they can follow other contact
processes to reach them.

Foodpanda BD Customer Service Email Address

The customer ha to write problem details on the compose Email and then send the email to
support @foodpanda.com.bd. It is the official “Customer Service Email Address” of Foodpanda
Bangladesh. If they have any Complaint, they may additionally contact customer service by
sending an Email to this Address. One of the Foodpanda Customer Service team members will
answer their question and take necessary action if needed.
In addition, corporate users can also Email to corporate@foodpanda.com.bd to order lunches
for their employees or food for corporate events. Foodpanda Team will be happy to serve them
with priority service.

The partner of Foodpanda Bangladesh can send an Email to press@foodpanda.com.bd for any
information at any time. All of the people can follow Foodpanda Bangladesh on Facebook and
Instagram. Their official Facebook Page link is www.facebook.com/FoodpandaBangladesh.
The Instagram Profile link of Foodpanda Bangladesh is www.instagram.com/foodpanda.bd/.

Offerings

In short, it's all about creating special offers that get new guests through the door and bring back
one-time visitors and turn them into regulars. Restaurant promotions can involve everything
from showcasing signature dishes to running happy hour deals and can take the form of coupons,
QR codes, or discounts delivered via email or your receipt. Also, food panda offers food shops,
groceries, medicine shops. Food is arranged by categories like Chinese, Fast food, Bangladeshi,
Asian, cafe, beverage, Biriyani, Mexican, curry, chicken, so and so on.

1. Leverage a Big Local Event

Plan a promotion around a big event nearby, like a local sporting event, concert, or festival. This
helps drive business and generate awareness of restaurants to a large audience.

2. Charities & Celebrities

Bringing in a celebrity, even a local one, can be expensive. But potentially entice them by
donating a portion of the day’s proceeds to a charity of their choosing. Joining forces with a big
name will not only draw people to restaurants but show the community that they care about a
good cause.
3. Holidays

How can we celebrate the holidays with customers? What will inspire them to share, link, and
tag in the event content they post on their social channels? Create an event that's so special they
can't resist posting about it and bring their friends back next year. Like Eid costume contests
featuring giveaways or gifts, a different offering for each of the twelve days of Christmas.

4. Discount

for orders exceeding a specific amount, the promotion works similarly to a discount for the
second product. When base activities on those two strategies, will make customers more willing
to order more and return to the restaurant.

A discount for orders exceeding a specific amount can be assigned to any products; pizza, sushi,
burgers, etc.

5. Discount vouchers

food promotion for loyal customers should be known that 85% of Bangladeshi use discount
vouchers. This evidences that food promotion is a great opportunity for increasing profit and
promoting online food ordering systems on the website or in the mobile application.

Competitors

There are three types of market competition: direct competitors, indirect competitors, and
replacement competitors. Foodpanda has direct competitors and indirect competitors.

 Direct Competitors: A direct competitor offers the same services and products that
aimed towards the target market and consumer base with the same goal of profit and
market share growth. This means that your direct competitors are targeting the same
 audience as you, selling the same products as you, in a similar distribution model as you.
Therefore, we can say that HungryNaki will be the direct competitor of Foodpanda.

 Indirect Competitor: An indirect competitor is another company that offers the

same products and services, much like direct competitors; however, the end goals are
different. These competitors are seeking to increase revenue with a different strategy.
Foodpanda’s indirect competitors are could be various Facebook or Instagram food pages
with specific food item – BalushaiBlast, mahfs_kitchenette.

There are lots of online food ordering services available in Bangladesh. Now I am mentioning
some of the Foodpanda's competitors name which are given below:

 Shohoz Food
 Pathao Food
 HungryNaki
 Sheba Food
 Khaas Food
 Food Mart
 Uber Eats
 Cookups
During covid-19 pandemic situation government has decided to declared the lockdown in the
whole Dhaka city. Then people had to aware of them and their family members. All the
precaution has been taken that time. And after a certain period of time everyone was bored for
monotonous routine of their home meals. Alternatively, restaurants were supplying foods all over
the districts in Bangladesh with the safety measures. Nevertheless, Foodpanda mobile app is one
of the famous online food delivery app. The uses of this app are increasing tremendously. People
like to order their food item from their desired restaurant by this online based app. Recently
foodpanda has included the grocery item and medicine care services.

Foodpanda is delivering its services to around eleven countries all over the world. And now they
are starting their activities in Bangladesh. They provide their services in Dhaka, Sylhet,
Chittagong, Savar, Rajshahi, Cox’s Bazar, Gazipur, Khulna, Keraniganj, Cumilla, Barisal,
Rangpur, and more.

The main competitor of foodpanda is HungryNaki in Bangladesh. Mainly both Foodpanda and
HungryNaki are aims at delivering the food from the desired restaurant. We noticed that
HungryNaki is becoming the main competitor of foodpanda and its aim is also providing food
from customers desired restaurant without having any hassle, bad weather or wait in the queue.
They make more than 100 deliveries per day and the number is only growing. It is an e-
commerce-based website which delivers food to your doorsteps from restaurants and It’s all just
a click away. HungryNaki is a Bangladeshi business entity whereas Foodpanda is a global server.
Therefore, we can say that Foodpanda have lots of experience to face the competition.

Company Challenges and Opportunities

Challenges
Foodpanda of Bangladesh faces a severe threat from well-funded competition and logistical
issues. The lack of infrastructure, such as street lights, paved roads, and well designated street
signs, is causing problems for the companies, especially in emerging neighborhoods. The streets
of Bangladesh are constantly congested. As a result, delivering food on time is challenging,
resulting in dissatisfied customers who complain.

Furthermore, local businesses, particularly HungryNaki, the local pioneer in the online meal
delivery sector in Bangladesh, have upped their competition. Furthermore, compared to
Foodpanda, HungryNaki demands less information input during the sign-up procedure, giving it
an advantage.

Due to growth opportunities, comparably cheap capital requirements, and a lack of organized
norms and regulations in the industry, there is always the chance of new entrants posing a
medium to high danger.

Businesses that provide food delivery services, such as Foodpanda, frequently struggle to keep
up with market prices and find the correct pricing strategy. Food delivery services must focus on
implementing offensive or defensive pricing methods to deal with their competition, in addition
to inflation and mounting revenue shortfalls of its partners. This puts even more strain on
margins and has a negative impact on profitability.

Due to the huge demand for online orders, delivery partners such as Foodpanda find it difficult to
deliver food from a restaurant far away from the customer's location while keeping the highest
level of quality. The contrast between food served on restaurant premises and food delivered to
one's home creates a major gap that food delivery companies should work hard to close.

The threat of substitutes, on the other hand, is moderate to high because there are various
options, such as dining in restaurants, using catering services, visiting neighborhood restaurants,
and so on.

Because the meal delivery business is exclusively reliant on the restaurants from which it
receives food to distribute to clients, suppliers have medium to high bargaining power. Even the
time it takes for restaurants to process food might cause problems with the brand's reputation.
Customers have easy access to food pricing information, restaurant menus, and information
about service quality, and they can switch to other options at no significant cost.
Customers' pleasure is not solely the duty of delivery partners, but also of those working at the
point of origin, the restaurant personnel. As a result, closing the gap between delivery partners
and restaurant owners to collaborate and satisfy customer expectations proactively is a difficulty.

Mishandling orders due to a lack of training is one of the most serious difficulties that delivery
Foodpanda faces. Only a few food delivery firms have policies in place to ensure that their
drivers are appropriately handling food.

Foodpanda's ordering rate in Bangladesh is lower than the global average, despite the fact that
they provide the same level of service.

Foodpanda has not yet reached all 64 of Bangladesh's districts.

To reduce their reliance on internet meal delivery services, some restaurants have created their
own delivery services. These eateries are also contacting their customers and encouraging them
to place direct orders. For Foodpanda, this is a significant hurdle. Because if every restaurant
starts their own delivery service, people would have a lot of options, which will drive
competition to a higher degree than it is now. And if this trend continues, they will find
themselves in a deteriorating stage of their business.

Opportunities

Foodpanda has a number of competitive advantages over its rivals. It has more worldwide
experience than its competitors and has worked in the service industry for longer.

As a result of its strong brand name and quick mover advantage, it has a more organized android
application and a stronger brand image.

Foodpanda has a well-established delivery network and offers customers a wider range of
restaurant options than the competition. Various start-up enterprises have sprung up in
Bangladesh's developing industry as e-commerce has grown. As a result, there are constant new
business ventures in the e-commerce industry, resulting in fierce competition.
Similarly, global Foodpanda and local businesses like as HungryNaki, Foodmart, Mojadar, and
Justknockbd compete fiercely in the online food delivery industry. Foodpanda, a well-established
firm in Bangladesh, may operate as a barrier to prospective entrants because to its strong brand
image among clients. One of Foodpanda's most important opportunities is to establish a strong
brand image.

The purchasers' bargaining strength is then low to moderate. In Bangladesh, the internet meal
delivery service sector is quickly growing, with considerable demand from the established and
wealthy income client segments that dominate the market. Consumers in metropolitan regions,
particularly those from single-parent households, are more likely to purchase food online.

Foodpanda takes orders via its websites and mobile applications. This company is well-known
not only in Bangladesh, but also around the world.

Foodpanda strives to match its clients to local eateries so that meal delivery takes less time. This
one is about speed of delivery.

In terms of trained staff, Foodpanda has trained the majority of its employees in order to speed
up delivery times. Aside from that, during Covid-19, they taught their staff how to protect
themselves from the fatal virus, resulting in a massive brand image for the organization. They
have the most workers out of all of their competitors. They are looking for people with inferior
qualifications, especially those who do not have a job after graduation. This is a fantastic
opportunity for Bangladesh's unemployed.

For the past seven years, Foodpanda has consistently invested in this industry, benefiting all
stakeholders, including customers, riders, and restaurant partners.

Foodpanda has a large number of restaurants to choose from, and it caters to the needs and
interests of its customers. We can easily see in their app that they provide services in 50 of
Bangladesh's 64 districts. In comparison to their competition, they serve the most people in the
most places. They are capturing the largest number of customers in this sector by doing so. As a
result, Foodpanda is more or less well-known throughout Bangladesh. This one is about the site.
Foodpanda provides outstanding client service and caters to their specific needs and dietary
preferences. It is constantly altering its meal menus and attempting to expand by forming
partnerships with restaurants. This one indicates excellent customer service.

Conclusion

Get the necessary knowledge about customers and focus on their needs and expectations. This
way will have a greater chance of achieving outstanding results in executing marketing ideas.

There are many possibilities for foodpanda creating food promotions and methods of notifying
customers about them. With a website template designed for handling online orders, it will
certainly be a lot easier to prepare a special offer. Sponsoring events can help very much in the
marketing food delivery company. Offer sponsorships to big or small events (according to
availability of funds). This will bring the company to people’s notice and is a good way of
advertising the brand/company.

Limitations & Scope

Limitations

Foodpanda’s information is scattered over many countries and each employees have different
access to the information. Hence, a lot of confidential information could not be shared or was not
accessible. It was hard to get a hold of employees who would be helpful in providing useful
information towards the research. Surveys and questionnaires were difficult to use for the same
reason. We couldn’t gather all the accurate information from Foodpanda’s employees and
research paper on foodpanda and similar companies operating in Bangladesh.

Scope

This term paper is focused on finding out the market capitalization, opportunity recognition,
industry competition management, employees management, and about the practices that it
employees to smoothly run the business. However, Foodpanda's operation in other countries,
aspects of the business which do not directly contribute to the success of the foodpanda during
the pandemic.

Recommendations

 Foodpanda need to focus on food delivery because it is one of the main factors plays
while retaining a customer and many customers are not happy with the food delivery
services.
 Make delivery time shorter to help complete with the fast delivery of foodpanda.
 Introduce loyal programs to hold on to the existing customers and improve minor
problems that exist to clear the wrong perception that surrounded foodpanda.
 Timely respond to customers if they are not able to process their orders on time.

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