Global Marketing Strategic Plan | Name

Global Marketing
Strategy Plan
(For Deliveroo’s
planned expansion
into Portugal)

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Acknowledgement

I would like to convey my heartiest gratitude to lecturers who have helped us to build up our
knowledge and provided the guidance and ideas to success this effort in many ways. It was a
great advantageous for me to completing my assignment before the deadline.

Furthermore, I would like to express my thankfulness to (Institute Name) for providing me

this opportunity to pursue this diploma successfully. And also convey my gratitude to my
family and my friend for their unconditional support.

Finally, yet importantly, I would like to express acknowledge with sincere gratitude for all
other people who help me to success this report in numerous ways.

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Executive Summary

For today's businesses, global marketing is critical. It's easy to overlook how industries worked
from before digital age and logistics inventions in an era in which companies can offer or ship
their products to global consumers in a matter of days. This report describes Global Marketing
Strategy plan for Deliveroo’s planned expansion into Portugal. It consists of SWOT analysis
for Deliveroo, PESTEL analysis for Portugal and porters ‘five forces analysis for identify the
competitor analysis in Portugal, Target market and market segmentation that Deliveroo can
target in Portugal, rationale for expanding into Portugal, position of Deliveroo in Portugal and
the differentiation against competition, Marketing objectives & Marketing Communication
Objectives of the company, their Integrated Marketing communication plan and Marketing
Communication Budget and GANT Chart for 1 year.

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Content

Acknowledgement ................................................................................................................ 2

Executive Summary .............................................................................................................. 3

Content ................................................................................................................................. 4

Figures .................................................................................................................................. 5

Tables ................................................................................................................................... 5

Introduction .......................................................................................................................... 6

Marketing Analysis ............................................................................................................... 8

Target markets and Segments .............................................................................................. 12

Rationale for expanding into Portugal ................................................................................. 13

Propose position of Deliveroo in Portugal and differentiation against competition ............... 15

Marketing objectives & Marketing Communication Objectives ........................................... 16

Integrated Marketing Communication Plan (MIX) .............................................................. 17

Marketing communication budget and Gantt Chart (Activity Plan) – 1 Year Plan & Budget 19

Conclusion .......................................................................................................................... 21

List of References ............................................................................................................... 22

Appendices ......................................................................................................................... 23

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Figures

Figure 01: From 2012 to 2025, the market income of “restaurants and mobile food service
activities” in Portugal ............................................................................................................ 7

Figure 02: Porter’s Five Forces Model ................................................................................ 10

Tables
Table 01: - Marketing Communication Activity Plan........................................................... 19

Table 02: - Budget Plan for next 1 Year .............................................................................. 20

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Introduction

Deliveroo has been obsessing through every aspect about how to produce the best online food
content and delivering service for past 8 years, developing specialists in the technology as well
as operations which allow their marketplace to function smoothly. They have millions of
hungry consumers, over 115000 of restaurant and grocers and more than 100000 of riders.
Deliveroo plc is registered in England and Wales. It has operations across 14 countries, such
as the United Kingdom, France, the Netherlands, Hong Kong, Australia, and Singapore.
Deliveroo began by collaborating with urban eateries as well as large restaurants which didn't
generally provide takeout when it was founded in 2013.
Portugal is a country in southwestern Europe that lies along of the Atlantic seaboard of the
Iberian Peninsula. It is formally known as the Portuguese Republic. Portugal, formerly the most
powerful country in continental Europe, has physical and socio - cultural similarities with
northern and Mediterranean countries.

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Figure 01: From 2012 to 2025, the market income of “restaurants and mobile food
service activities” in Portugal

This graph depicts the revenue generated by the industry of "restaurants and mobile food
service activities" in Portugal from 2012 to 2018, with projections through 2025. Restaurants
and mobile food service revenues in Portugal is expected to reach $7,915.96 million US dollars
by 2025, according to estimations.

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Marketing Analysis

Market analysis is amongst the most essential aspects in providing businesses with most of the
information in order to make rational decisions.

SWOT Analysis for Deliveroo

This is a conceptual model for examining the strengths, weaknesses, opportunities, and threats
that a business face. It aids in the development of strengths, the correction of weaknesses, the
reduction of risks, and the maximization of opportunities for success. Swot analysis for
Deliveroo as follows.

 Strengths
- Total country count 14 countries
- Global presence
- Good brand name
- Market leaders in UK
- Good infrastructure
- App which caters to everything
 Weaknesses
- Employee issues, complications in terms of wages. Service issues if its major
can be included. Whether Complains late deliveries, wrong orders, Staff are not
friendly, process related issues
- Branding issues, rebranded
- Malfunctioning apps
- Partnering with traditional instead of specialized food retailers can be an
opportunity
 Opportunities
- Globally – Due to Covid-19 high opportunity for food delivery.
- New food trends, vegan
- Expand to other countries and further expand in the current and new
- Expand their partner network based on changes in food habits
- To strengthen the brand position and differentiation
- Improve their Robust App
- Expanding food industry trends

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- People are healthier and convenience

- Operationally making a profit, pulling out money on a regular basis.
 Threats
- Competition in all the markets they are operating.
- Changes in food tastes adaptability to change.
- Increased competition in all markets.
- Introduction of Amazon experts in online deliveries.
- Brexit issue
- Exchange rate stability of the pound
- increasing competition, they are facing in all the markets with major players.

PESTEL Analysis for Portugal

PESTEL is an excellent instrument for tactically analyzing the impact that many external
elements – political, economic, sociocultural, technological, environmental, and legal – have
on a company's long-term goals in Portugal.

 Political - What opportunities and pressures do Portugal's political authorities bring to

the table, and what influence do government rules have on business?
- Trading policy
- Administrative division
- Wars, terrorism and conflicts
- Elections and political trends
- Inter-country relationships
- Corruption
- Bureaucracy
 Economic - What economic policies, trends, and structures in Portugal are projected to
have an impact on the business, and how significant will this impact be?
- Local economy
- Inflation
- International trade
 Sociological – How would Portugal's cultural and societal features influence interest
for the company's products and services?
- Demographics

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 Technology – How do technical factors, innovations, incentives, and impediments in

Portugal affect the organization?
- Energy
- Communications
- Transportation
 Environmental - What factors, both globally and locally, are able to impact the
company?
- Environmental issues
 Legal - What rules and regulations in Portugal will have an affect the way companies
operate?
- Taxation
- Money laundering regulations

Competitor Analysis of Food Industry in Portugal

This aids in determining competitors' strengths and shortcomings in compared to one's own, as
well as identifying a market gap. A competitor study is critical since it enables companies to
see where the country's market might benefit their specific strategic plan. Analyzing
competitive forces and its underlying problems illuminates the fundamentals of present
competitiveness in an industry while also giving a framework for forecasting and influencing
competition.

Threats of substitutes Threat of New Entrants

Competitive Rivalry

Bargaining power of Bargaining Power of

suppliers Customers

Figure 02: Porter’s Five Forces Model

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According to the Food industry of Portugal,

 Bargaining power of the customer is high to the customer as there are many options available.
Soo many choices. Ease of access and use, better customer service etc. Bargaining power is
high as there are many options available.
 Threats of substitutes are low currently because of the pandemic. But might increase after
COVID.
 New entrance is high. it’s a growing market is very low. Entry and Exit barriers are low.
 Bargaining power of suppliers – Food outlets, technology developers, hardware developers,
who provide services to food outlets, transport providers, free lancers, part time riders, is very
low as there are many suppliers.
 Intensity of rival is high. Is a highly competitive industry. Intensity of rivalry is high. Many
competitors, lack of differentiation of providers, large number of competitors in the market.
Trend of price undercutting in the market.

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Target markets and Segments

Market segmentation and targeting are the processes of recognizing an industry's prospective
customers, selecting which customers to attract, and giving value to those customers. The
technique of segmentation, targeting, and positioning is used to accomplish this. Deliveroo can
identify their target market based on the population, gender, age group and income group etc.
As the capital city of Portugal, Lisbon covers an area of 84 square kilometers and it has a
population of 556 797 people. Greater Lisbon has a population of 2,1 million people living in
an area of 2750 square kilometers. Therefore, Deliveroo can recognize the people in the Lisbon
as there are many segments according to the location, size of population out of the country’s
population as Greater Lisbon has a population density of three million people scattered out
across 2750 square kilometers. Therefore, basically Deliveroo can focus on following segments
in Portugal because company already has these segmentations in their food service.
 Geographic segmentation
Deliveroo will be able serve customers in Portugal, because they have various tastes
depending on where they are. The Portuguese, particularly the younger generation, are
growing greatly concerned with their own health and well-being. Natural, organic, local
produce meals are becoming increasingly popular amongst Portuguese adolescents. The
population is mostly comprised of individuals of European descent, with a small
percentage of Asian and African ethnicity. Brazilians, Cape Verdeans, British,
Romanians, Ukrainians, and Chinese comprise the majority of foreign citizens in
Portugal.
 Sociodemographic segmentation
Emphasizes on different groups of people based on their age and career. There is a large
population between age 25-54 in Portugal that is 41.5%. Deliveroo mostly focus on
teenagers and students who look for low-cost food so that they would concentrate their
marketing efforts on giving discounts.
 Psychographic and Behavioral segmentation
As per Deloitte, 45% of Portuguese say they are willing to pay more for products and
services from companies that are dedicated to having a positive social and
environmental impact. They are prone to purchasing which is the inexpensive ( Price
conscious). Furthermore, with the exception of food, people favor foreign goods. Those
under the age of 30 prefer to shop online.

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Rationale for expanding into Portugal

Portugal is a tourist attraction country, in 2020, roughly four million international travelers
visited Portugal. Moreover, Portugal has a high quality of life and many investors and expats
enjoy living in this climate. It is politically stabilized and economic growth has increased over
the years. There are 46% population who are E-commerce user. Therefore, Deliveroo has an
opportunity to establish in the market of Portugal as a food app. Portugal ranks as the 49th
largest economy in the world in terms of nominal GDP and 20th largest economy in the EU.
Deliveroo will be able to provide their service by region and gender because people prefer to
go to the coast rather than the interior of the country. Moreover, there are much old people in
Portugal, Deliveroo can introduce food for the betterment of their health and according to the
preferences. However, there is a risk that by day 408 Portuguese leave Portugal. That lead to
occur changes in the Portugal market. Company will be able to identify the target markets
according to the breakdown of households by social class and wealth by regions, composition
of families (they only want in average 1 children), evolution of marriages and divorces (on
average, each year there are 25,255 divorce and 36,035 weddings), life cycle of families.
Therefore, Deliveroo will be able to survive in the market as there are many market
opportunities in Portugal. Another important thing is government has accepted investment form
other countries in bringing about economic growth of Portugal. This explains why, in compared
with other countries, its government set less limitations on international investment. Foreign
investment is permitted in all private-sector activities. If businesses want to do business with
the government, they must first obtain government permission. This is just another reason why
Deliveroo should invest in Portugal.

However, there are some risk in Portugal that Deliveroo need to be consider.

 Political
- Threats of Terrorist Attacks
- Increases the time and cost of doing business, as well as the time and cost of
obtaining certifications and clearances.
 Economic
- Expensive to hire talented and skillful employees
- Purchase on Credit” consumer behavior
- Fiscal troubles in economy
- Huge income inequality

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 Social Factors
- Problems of attitude towards authority
- Hyper sensitive environment
- More aging population
- higher level of immigration
 Technology Factors
- Competitors technological advancement
- Technology determines the level of skills required
- Fast changes of technology
 Environmental factors
- Sudden climate shift
- Environment standards enforcement agencies play a critical role in ensuring that
norms are upheld
 Legal Factors
- Tight legal system

To overcome these risks company should analyze those risks otherwise they will waste their
time and resources. Risk analysis could be useful. Deliveroo can consider about rebuild the
strategy and change management, adjust to culture and capabilities, ensure an agile leadership,
react to the industry forces and externalities, better people management, build up a suitable
strategic plan and so on.

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Propose position of Deliveroo in Portugal and differentiation against

competition

In order to position Deliveroo in Portugal brand positioning are required to be drawn to abstain
the desire positioning for Deliveroo in Portugal.

 Positioning 1st map

- High speed of service Vs Low speed of service
- High accuracy of service vs Low accuracy of service
 Positioning 2nd map
- Global player Local player
- High value for money low money for money
 Positioning 3rd map
- High variety of food low variety of food
- High quality service low quality service

Deliveroo aspires to be positioned as a global online food delivery service provider, offering
high speed of service, high accuracy of service, high variety of food, together with great value
for money. Moreover, Deliveroo has specified in some areas as they are providing online
delivery service over a period of time. Those can be identified as tagline.

 Deliveroo speed accuracy variety

 Deliveroo all we do is deliver food
 Deliveroo the experts in online food delivery

However, Deliveroo can be differentiate against the competition in order to they successful in
Portugal they need to meaningfully differentiate themselves from the competition. Based on
the propose positioning Deliveroo has several platforms to differentiate themselves.

- Global player
- High speed of service
- High accuracy of service
- High variety of food
- Excellent service together with value for money.
If Deliveroo can deliver these differentiates then they have opportunity to differentiate
themselves from the competition.

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Marketing objectives & Marketing Communication Objectives

Marketing communication objectives are long-term objectives that aim to increase the brand
image across period through marketing initiatives. Communication aims thrive whenever
inspire clients throughout continuous reinforcement that company brand provides advantages
they desire or need. Deliveroo can set up certain marketing objectives as follows.
 To achieve a specific revenue within the 1st 12 months
 To successful complete certain numbers of deliveries in during 1st 12 months.
 To achieve the market share at least 10% percent of the online food delivery in Portugal.
 To achieve a certain level of profitability within the 1st 12 months.
 To achieve a minimum customer satisfaction level of 85 percent- 95 percent within the
first 12 months.
Arising from the marketing objectives in order to develop integrated marketing
communications plan, marketing communications objectives should also be specified.
Marketing Communication objectives which can be recognize as,
- To achieve brand awareness level of 80% percent during the 1st 12 months.
- Out of the 85% percent who are aware of the brand to achieve a top of the mind require
level of 80% percent.
- To position Deliveroo as follows 'in that desires desired position statement'.
- To create positive and towards Deliveroo among those who are aware of the brand.

There for achieving the Marketing communications objectives will also achieve marketing
objectives.

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Integrated Marketing Communication Plan (MIX)

In order to achieve the marketing communication objective, specify a marketing

communication plan has to be develop by Deliveroo. This will include both digital and non-
digital communication in an integrated manner. As a Digital marketing communication, Social
media communication can be done by Deliveroo using Facebook, Twitter, Instagram etc. to
create brand awareness. Social media is cost effective, creates engagement and is very viral the
segments Targeted by Deliveroo could be reached through social media. Deliveroo website
could be useful marketing communication tool to create awareness about the company and the
services offer the website should be a high quality easily accessible and navigable (user
friendly). Influence in marketing where well-known opinion leaders could actors Influences to
recommend Deliveroo to their contacts. This will increase brand awareness and recall levels.
Another important tool is Electronic word of mouth that is the most cost-effective tool that can
be used to spread the brand message across white target audience. This can be achieved by
providing excellent service that people start talking about to others. Search engine optimization
SEO is important in competitive market, particularly obtain top of the mind awareness and
recall. Moreover, E-Mail marketing campaigns amongst the target audience able to create
awareness and recall. SMS, MMS campaigns, Sales Promotion which is an attractive margin
to Deliveroo partners so that they will allocate orders to deliver, blog marketing and digital e
brochures also plays a significant role to ensure successful communication.

The 7Ps of marketing that Deliveroo must analyze in view of the business' success in Portugal
are product, price, place, promotion, physical evidence, process, and people.

 Product
Ascertain that deliveries are made on time and with the highest respect. To enhance the
delivery customer experience, have been using food delivery apps and GPS tracking
solutions.
 Price
When it comes to pricing, it's important to make sure Deliveroo has a healthy profit
margin, but don't forget to consider competitors' prices as well. When it comes to
pricing, it's important to make sure Deliveroo has a healthy profit margin, and don't
forget to consider competitors' prices as well.
Examples: - Menu Price, Packaging Fee, Taxes, Delivery fee and so on.

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 Place
This could be a text, WhatsApp, or social media message, or it could be a website,
mobile app, or phone call. Ascertain that what channel(s) Deliveroo can invest in and
move forward accordingly. Deliveroo has the option of developing their own delivery
website and app. Using point-of-sale (POS) apps, they would be able to display menu
items and accept online payments through these networks.
 Promotion
All of the activities related to marketing products and services are referred to as
promotion. Some common methods for promoting food delivery service include email
marketing, social media marketing, pamphlets, hoardings, participation in events, and
so on.
 Process
That means operations of food delivery service's business. Deliveroo's operation should
be properly delineated, and every activity must be completed. Have procedures in place
for removing out-of-stock items, processing refunds, determining customer locations
outside of your delivery zone, and so on.
 People
The most important asset is people. Their manner, attitude, hospitality, and other
characteristics will become associated with company's brand. As a result, they are
crucial in improving customer service. Deliveries, customer service agents, chefs,
marketers, and salespeople should all be well-trained to properly represent the
company's brand.
 Physical evidence
Website or mobile app will serve as evidence for Deliveroo. Another type of physical
evidence is packaging. Brands will stand out with distinctive packaging colors or
innovative packaging methods, such as using reusable or organic materials. The
uniform of delivery personnel is also physical evidence. Even in a crowded traffic
signal, this can make brand colors/logo stand out.

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Marketing communication budget and Gantt Chart (Activity Plan) – 1 Year Plan & Budget

This data allowed the organization to develop marketing communication plans and schedules that ensure successful accomplishment of all
marketing tasks and subtasks within the specified timeframe.

Table 01: - Marketing Communication Activity Plan

January February March April May June July August September October November December
Task
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1 Study Market
2 Identify Specifications
3 Identify Marketing Mix
4 Study about Target Markets
5 Apply marketing Strategies
6 Recognize Suitable Communication Platforms
7 Identify Communication Medium
8 Execution of Communication
9 Evaluate
10 Test Market Changes

According to the above plan, there are several tasks that affect to the successful of marketing communication plan for next 12 months. These tasks
should be executed by management and specialist in the company who have knowledge in the marketing and strategically thinking patterns.
However, IT specialists in the Deliveroo could be able to recognize suitable communication platforms which are appropriate to Portuguese. Then
will be able to identify communication mediums for those platforms and implement them. After the evaluation and identify the market changes,
company will be able to get an idea about whether plan is success or not.

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Budget Plan

According to the 5% of revenue, below outlines the budget plan of Deliveroo for next financial
year.

Table 02: - Budget Plan for next 1 Year

1 Year (€)
Category
Q1 Q2 Q3 Q4
Local Marketing
Newspaper - 213 213 213
POP 299 384 384 427
In-Store Marketing 341 341 299 341

Public Relations
Sponsorships - 85 - 85
Client Events 213 - 213 213
Public Events 85 85 - 85

Content Marketing
Landing Page 427 - 427 -
Sponsored Content - 427 427 -

Social Media
Facebook 213 213 213 213
Instagram 213 213 213 213
Twitter 213 213 213 213
Pinterest 213 213 213 213

Online
Websites 299 299 299 299
Mobile Apps 128 128 128 128

Total 2857 3027 3455 2856

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Conclusion

Before implementing a company in other country, organizations should be considered lot of

factors for the betterment of the company. Portugal, formerly the most powerful country in
continental Europe. Deliveroo is looking for start a business in Portugal. There are strengths,
weaknesses, Opportunities and threats of Deliveroo as mentioned above that indicates
company’s position in the market. In Portugal, there is a high bargaining power of customers
and intensity of rivalry. At the same time, there is low Bargaining power of suppliers, threats
of substitutes and threats of new entry. Deliveroo can identify new market segments and target
market in Portugal based on the location, size of population, segmentation based on geographic,
sociodemographic, psychographic and behavioral. However, Portugal has a high quality of life
and many investors and expats enjoy living in this climate. That is a point of company has
advantage to expand their market in Portugal. Every company has risks when implementing
their company in another market as politic, economic, social, technological, environmental and
legal risks. To overcome these risks company should analyze those risks otherwise they will
waste their time and resources. Deliveroo has specified in some areas as they are providing
online delivery service over a period of time. There are some objectives that Deliveroo can set
up in the market of Portugal. There are digital and non-digital communication can be including
in integrated marketing communication plan to achieve marketing communication objectives.

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List of References

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FARHAN MASUD, M., 2020. Marketing research and integrated marketing communication
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Finisterra do Paço, A. M. & Raposo, M. L. B., 2010. Green consumer market segmentation:
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436.

Galati, A., Crescimanno, M., Vrontis, D. & Siggia, D., 2020. Contribution to the Sustainability
Challenges of the Food-Delivery Sector: Finding from the Deliveroo Italy Case Study.
Sustainability, 12(17).

Ingaldi, M. & Škůrková, K. L., 2014. Company Strategy Determination in Food Company
Using Swot Method. Acta Technologica Agriculturae, pp. 66-69.

Kovalchuk, O., 2021. FORMATION OF BRAND POSITIONING STRATEGY IN THE

MARKET. Market Infrastructure, Issue 51.

Lagrosen, S., 2005. Effects of the internet on the marketing communication of service
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Nieves-Casasnovas, J. J. & Lozada-Contreras, F., 2020. Marketing communication objectives

through digital content marketing on social media. Fórum Empresarial, pp. 79-104.

Weber, J. A., 2002. Managing the marketing budget in a cost-constrained environment.

Industrial Marketing Management, 31(8), pp. 705-717.

Yüksel, I., 2012. Developing a Multi-Criteria Decision Making Model for PESTEL Analysis.
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Appendices

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Population Density of Portugal

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