AN OVERVIEW OF PRODUCT AND INNOVATION

MANAGEMENT

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 Table of Contents

1. COMPANY INTRODUCTION 3

1.1 OVERVIEW OF THE COMPANY 3

1.2 CORE PRODUCT 3

1.3 BUSINESS STRATEGY 3

1.4 VALUE PROPOSITION 4

2: THE IMPORTANCE OF INNOVATION 5

2.1 OVERVIEW OF THE COMPANY’S PRODUCT AND INNOVATION

MANAGEMENT 5

2.1.1 Optimising OOH Based On Continuous Audience Monitoring 5

2.1.2 Extending Outdoor Media Priming to Deliver Better Online Results 6

2.2 SWOT ANALYSIS 6

2.2.1 Strengths of Foodpanda 7

2.2.2 Weaknesses of Foodpanda 8

2.2.3 Opportunities of Foodpanda 8

2.2.4 Threats of Foodpanda 8

3: THE AREAS OF OPPORTUNITY FOR INNOVATION AND IMPROVEMENT 8

3.1 Capitalize Kitchen 8

3.2 Launching a new product line 9

3.3 Expansion 9

3.4 Go-to service 9

3.5 New app feature 9

4: THE IMPACT OF INTRODUCING AND MANAGING INNOVATION 10

5. CONCLUSION 10

6. REFERENCES 11
1. COMPANY INTRODUCTION

Foodpanda is a Germany-based company run by a German company, Delivery Hero. It aims

to provide online food and grocery to people worldwide. Foodpanda is Delivery Hero’s lead

brand in Asia, located in Singapore. It is the largest online delivery platform in China, Asia,

and twelve markets. It started its journey in Malaysia in 2012 (Kamilah et al. 2022).

1.1 OVERVIEW OF THE COMPANY

In 2012, Foodpanda, Malaysia, was launched as a part of an on-demand international food

delivery service and has seen growth ever since, mainly in the past three years. The company

has been delivering food through flexible installations, card installation, and COD (cash-on-

delivery) since its launch. The company performs to develop and improve its functioning

with its final objectives of growing a much more environmentally friendly and practical

business. (Mustafa, 2020)

1.2 CORE PRODUCT

Their core product is to deliver food and grocery online and keep their customers satisfied

with the service.

1.3 BUSINESS STRATEGY

➔ Partnership with restaurants: People can order food from restaurants that

Foodpanda delivers by using the website or app.

➔ Restaurant main business page: After confirming the order, a piece of information

is sent to the restaurant. A ‘merchant app’ access is available to all restaurants

partnering with Foodpanda.

➔ Customer places order

➔ Admin makes money on every food order and delivery (Kamilah et al. 2020)
 Figure 1: Business strategy of Foodpanda

(Source: StartupTalky, 2022)

1.4 VALUE PROPOSITION

➔ Online food ordering: The Foodpanda mobile apps and websites are used to order

food from local restaurants.

➔ Easy accessibility: Using the Foodpanda website or app., customers may look for

restaurants that deliver supplies to their addresses.

➔ Effective payment gateway

➔ Fast delivering

➔ Live tracking ( Ahmad & Lasi, 2020)

 1. ONLINE FOOD
ORDERING

2. EASY
ACCESSIBILITY

3. EFFECTIVE
PAYMENT
GATEWAY

4. FAST DELIVERY

5. LIVE
TRACKING

Figure 2: The value proposition of Foodpanda

(Source: created by author)

2: THE IMPORTANCE OF INNOVATION

2.1 OVERVIEW OF THE COMPANY’S PRODUCT AND INNOVATION

MANAGEMENT

It provides discounts on bulk purchases, expands its network to provide food on time,

receives payment before delivery, advertising cost, and various other types of delivery other

than food delivery. (Yeo et al 2021)

2.1.1 Optimising OOH Based On Continuous Audience Monitoring

Outdoor advertisement and marketing turned into a number of the many different industries

affected by the worldwide epidemic, COVID-19. Despite this variability, Foodpanda took
this as an opportunity to react to the changes in a very nimble and effective manner. Food

panda Malaysia managed to grip proper location-based planning (Mustafa, 2020).

Figure 3: Optimisation of OOH

(Source: Zulkefli, 2022)

2.1.2 Extending Outdoor Media Priming to Deliver Better Online Results

Set in option multiple touchpoints have now become the only connection, especially now

during the scourge recovery stage. During this framework, the mobile combination isn’t

replacing outdoor advertisement, but it will simply bring an improvement o the shape.

Accepting the success formula of MOBILE+OOH Malaysia supervised to re-engage with

various audiences which have resulted in high gradual impressions (Kamilah et al. 2020).

2.2 SWOT ANALYSIS

Foodpanda is a web grocery and meal transport service offering platform. The founders of

Foodpanda laid the muse of the organization in 2012. Presently, there will be a talk about the

SWOT analysis of Foodpanda analysis. It is going to discuss the inner and outer factors

affecting the pinnacle of the sector's growing meals delivery carrier supplying brand. The

Delivery Hero emblem includes more than one worldwide brand. Food method diverse orders
and sends them without delay to associate restaurants, it will then deliver it to their client.

The carrier is available through mobile packages and websites (Li et al. 2022).

Strengths Weaknesses

➔ Global Market Costly Delivery

➔ Customer support Order From The Nearest Location

➔ Fast Delivery Long Way Ahead

➔ Easy to Use

➔ International Brand

Opportunities Threats

➔ Growing Market ➔ Increased Potential Competitors

➔ Customer Expansion ➔ Low Consumer

➔ Increase in Customer Loyalty ➔ Change in Economic Condition due

Programs to covid

➔ Ease of Going To The Nearby

Restaurant

Table 1: SWOT analysis

(Source: Created by author)

2.2.1 Strengths of Foodpanda

Foodpanda has collaborated with about 27,095 easting places in about 193 towns, and it has

its commercial enterprise with about 15,733 transportation. In the year 2016, the firm was

taken over by deliveryHero (Mustafa, 2020).

2.2.2 Weaknesses of Foodpanda

They need technology improvements and need to partner with new upcoming companies.

They don’t have control over services, and they have the possibility of poor UX (Kamilah et

al. 2020).

2.2.3 Opportunities of Foodpanda

They can get product or app improvements and have the chance to get into new partnerships

or tie-ups. The company needs to get some technology improvements as well. There seems

right in shape as within the developing market there is a possibility of ability customers. They

appear to be in the proper condition as there is an opportunity for capacity customers within

the growing market. Foodpanda can install many additional purchasers. Loyalty packages o

make the customer live with them. They can provoke a few offers, some reward applications,

to lead them to maintain with them (Ahmad & Lasi, 2020).

2.2.4 Threats of Foodpanda

Change in economic condition, price competition, and ease of competition cause a threat to

this company. There seem to be increased competitors in this market, such as Grab. However,

Foodpanda still leads the game with over 60% of the market share in Malaysia, with

competitors like Swiggy, Foodsby, etc. This is a chief hazard to the Foodpanda enterprise.

Economic changes worldwide due to covid are affecting the business enterprise. This is also a

massive hazard to the corporation. Human beings would possibly tend to go to the nearby

eating place instead of ordering it through the website. This is an additional hazard to the

business (StartupTalky. 2022).

3: THE AREAS OF OPPORTUNITY FOR INNOVATION AND IMPROVEMENT

3.1 Capitalize Kitchen

Foodpanda should remember to establish centralised kitchens faster than its competitors

because it's a brilliant way to draw human beings inside the offline international and put a
human touch to the logo. A fine real existence experience can rush human beings to use them

regularly, driving retention (Mustafa, 2020).

3.2 Launching a new product line

This can help keep customers. Foodpanda should cleric 20-30 constant food from numerous

restaurants within a set radius, allowing users to order a meal-for-one on a flat fee, free of

shipment or packaging fees. The meals might change on day to day or weekly basis as agreed

with the companions. This new smooth function can help accumulate new customers and

preserve current ones (StartupTalky. 2022).

3.3 Expansion

Foodpanda should increase to three- five towns, and one brand new country like the USA. It

can work as an edge of consciousness. It can use different social media channels to announce

its new launch in other cities. Email advertising, where they can advertise their campaign by

writing the release and imparting referral scheme for the circle of competitors dwelling

within nearby areas (Kamilah et al. 2020).

3.4 Go-to service

Foodpanda can position itself because the pass-to service, which one lacks mother’s cooking,

or certainly pass over being home. It can also hit the sentiments of those who work late and

don’t have sufficient time to cook delicious, healthful foods that taste like those made at

home. Connecting with the consumer’s emotions can assist deliver them again to the app,

driving retention (Rahman, 2021).

3.5 New app feature

It includes calorie count, “top ten order food of the week”, and “pinnacle rated eating places

close to you” and suggests based on previous orders may be applied to hold the app

interesting and tasty using retention of eaters and orders (Thai, 2022).
4: THE IMPACT OF INTRODUCING AND MANAGING INNOVATION

4.1 Foodanda plans to launch quick service restaurants (QSR) as fast as possible in the

technology park, airports and railway station. They allow customers to order food at home

and deliver it to the doorstep. The cloud kitchens will impact the company positively as it

will help in increasing their market share and standardising their service quality (Kamilah et

al. 2020).

4.2 Foodpanda’s target group is usually between 18-45 years. They are actively involved in

Facebook, are good at using mobile applications and strongly support online services. Thus,

launching the new product line of meal-for-one will be a hit for Foodpanda catering to its

target demographic (Mustafa 2020).

4.3 Regarding the expansion, the new areas are important to solidify Foodpanda’s position as

a leader in the q-commerce industry. They are always looking for new opportunities or ideas

to come with to make their customers happier. Expanding in new markets will bring

opportunities for multiple strategic alliances for the company (Yeo et al. 2021).

5. CONCLUSION

It can be concluded that Foodpanda’s food delivery service helps people eat properly without

having to go out during lunch breaks and dinner. This service is aimed at anyone who wants

to get food easily, not just working professionals. Simply order online, and the Foodpanda

staff will ship it. When ordering online, one has to choose their favourite food, order and wait

for it to be delivered. The problems faced by Foodpanda are mostly related to delivery issues.

This study is related to the various types of innovations, and their advantages, disadvantages,

and strategies have been discussed in the above study. It refers to weaknesses like costly

delivery, ordering from the nearest location, and a long way ahead. To this few innovative

ideas have also been added, like, how to capitalise on the kitchen, how to expand the

business, when launching a new product, providing new app features, etc.
6. REFERENCES

Ahmad, M. and Lasi, M. (2020) The attitudes on consumer perception towards viral

marketing: A study on Foodpanda food delivery in Malaysia. International Journal of

Research and Scientific Innovation, 7(9), pp.251-255.

Ahmad, M. and Lasi, M. (2020) The attitudes on consumer perception towards viral

marketing: A study on Foodpanda food delivery in Malaysia. International Journal of

Research and Scientific Innovation, 7(9), pp.251-255.

Kamilah, N., Kee, D.M.H., Syafiq, M., Aina, S., San Yap, H., Alqallaf, A.A. and Quttainah,

M.A. (2020) Factors affecting organizational success: A case study of Foodpanda. Journal of

the Community Development in Asia (JCDA), 3(3), pp.58-69.

Li, C., Mirosa, M. and Bremer, P. (2020) Review of online food delivery platforms and their

impacts on sustainability. Sustainability, 12(14), p.5528.

Mustafa, A. (2020) Foodpanda's capitalization of the market during the pandemic.

Rahman, M. (2021) Impact of the" A study on how a competitive customer management

system creates an impact on increasing the brand image for online food delivery business".

StartupTalky. (2022) Foodpanda Business Model | How Foodpanda Makes Money. [online]

Available at: <https://startuptalky.com/foodpanda-business-model/> [Accessed 4 July 2022].

Thai, L. (2022) Developing a cross-platform restaurant mobile application with React Native.

Yeo, S.F., Tan, C.L., Teo, S.L. and Tan, K.H. (2021) The role of food apps servitization on

repurchase intention: A study of FoodPanda. International Journal of Production Economics,

234, p.108063.

Zulkefli, A., 2022. Foodpanda Embraces Innovation and Data-Advancement to Drive

Maximum Agility.. [online] Movingwalls.com. Available at:

<https://www.movingwalls.com/blog/foodpanda-embraces-innovation-and-data-

advancement-to-drive-maximum-agility> [Accessed 4 July 2022].