Entrepreneur and Innovation: A Case Study of Deliveroo's

Strategy,
Enterprise and
Innovation
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Strategy, Enterprise and Innovation 1
Contents
Introduction......................................................................................................................................2
Overview of Deliveroo's..............................................................................................................2
Evaluate Key Drivers of Innovation................................................................................................3
Demand on market.......................................................................................................................3
Advances in technology...............................................................................................................3
Growth of economy.....................................................................................................................4
Environment................................................................................................................................4
Different Approaches Undertaken By Deliveroo............................................................................5
Ansoff matrix strategies...............................................................................................................5
Market penetration...................................................................................................................6
Market development................................................................................................................7
Porter’s generic strategies Framework........................................................................................8
Cost leadership Approach........................................................................................................8
Evaluate the Success of Deliveroo..................................................................................................9
Value innovation........................................................................................................................10
Three Tiers of innovation..........................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Strategy, Enterprise and Innovation 2
Introduction
The report aims to analyse the entrepreneur and innovation of the case study of Deliveroo's. The
paper shows the assessment of key drivers of the innovation that has contributed to business.
Further, it includes the application of the innovation as well as entrepreneurship models like 4Ps
of innovation and entrepreneurship model. Also, there is a critical analysis of the different
approaches that are undertaken by the deliveroo to provide assistance to shape its entrepreneurial
vision as well as a business model. The evaluation related to the success of the Deliveroo
Company has been done by applying the blue ocean strategy tools or framework. Thus, it has
been determined that the entire is related to the application of the relevant theories as well as a
framework that will support the evaluation and analysis of the tasks.
Overview of Deliveroo's
In the year 2013, Deliveroo's founder and CEO Will Shu moved to London where they
determine the city that is full of great cafes but they were shocked that so few they distributed the
food. The mission of Deliveroo's begins to bring greatest native cafés direct to the door’s people
(Deliveroo, 2019). It has been found that Deliveroo's has presently reduced the distribution time
by 20% meaning riders that can attain more deliveries per hour and enhance their wages,
restaurants can enhance their deals and of course the clients can get their diet even in the faster
manner.

Strategy, Enterprise and Innovation 3
Evaluate Key Drivers of Innovation
This section includes important drivers of the innovation that contribute to achievement of case
study Deliveroo's. There is a discussion about major drivers of the invention: -
Demand on market
The demand within the market is one of the factors that drive innovation and to bring the way to
provide effective services. The demand is the dominant influence on the process of innovation
(Ferreira, J.J., Fernandes, Alves and Raposo, 2015). In the market, there is need of the proper
delivery as well as timely delivery due to which Deliveroo's company makes use of the
technology to bring the innovation in the products and services that they are offering.
Deliveroo’s Editions platform assists in the restaurant to expand its business in the new areas.
The editions determine the different cuisines that customers want but they don't have access to
the locally due to which they invest in restaurants who excel in those foods to provide help in
set-up of the local areas ((Deliveroo, 2019). This innovation allows the customers to meet their
demand from the food in the market.
Advances in technology
The innovation is driven by technology which is one of the major reasons behind the success of
the business. The introduction of ‘Frank’ algorithm which is founded on the dominant analytical
technology that majorly estimates the most effective way of allocating the orders that are
founded on riders, cafés as well as the customers (Deliveroo, 2019). The machine learning
provides the assistance to estimates time that it will take to manufacture the mealtime, assisting
to streamline knowledge of delivery. The innovation in the technology for bringing the mobile