Global Marketing Strategy for Just Eat

This report discusses the global marketing strategy of Just Eat, a British online food order and delivery service. It covers the internal analysis of the company, market evaluation, marketing mix, and recommendations for improving business opportunities. The report focuses on the significance of global marketing strategies in expanding business in other markets.

Global marketing
strategy

Table of Contents
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
The company (Internal analysis)..............................................................................................................4
The market:.............................................................................................................................................6
The Global marketing strategy................................................................................................................9
Recommendations.................................................................................................................................11
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
Global marketing strategy refers to the chain of activities of adjusting the marketing
strategies of the organization to adopt the conditions of other nation (Astuti and Dewi, 2019).
Global marketing is majorly related with the selling the organisational products and service into
the wider marketplace to remain competitive in marketplace. it is the full fledged process of
planning, creating and positioning and promoting products in the wider marketplace. respective
report is based on the Just eat which is a British online food order and delivery service and act as
an intermediary between the independent take outs and consumers. Respective report is based on
the significance of global marketing strategies while an organization aimed to operate in other
market or region to enlarge business opportunities. To elaborate respective factors includes the
internal analysis and evaluation of market. Further it includes the marketing mix of organization
with recommendations to improve the outputs in potential manner.
MAIN BODY
The company (Internal analysis)
The company
Just Eat is British firm which provide service related to online food order and delivery.
This firm generally acts as an intermediary among the independent takeout food outlets and
customers. Its head office is located at London, United Kingdom and they are nested its business
across 13 countries which include Oceania, Asia, Americas and Europe (Curiel, 2020).
Respective firm is operating their business at the online food ordering industry as well as it is
founded in 2001 by Jesper Buch, Per Meldgaard and Henrik Ostergaard. Its parent company is
Takeaway.com and its subsidiaries are iFood, City Pantry, Skip The Dishes and Menulog. The
internal analysis of Just Eat can be conducted by SWOT analysis as well as it will also help in
understanding its competitive advantages and internal competition. SWOT analysis of respective
company is given below:-
Strengths Weaknesses
 Reliable Suppliers – Respective
Company have strong base of the
 Rented Property – Just Eat significant
proportion of property are own is on

reliable suppliers who supply raw
materials so that they can overcome
from any kind of supply chain
bottlenecks.
 Strong dealer community – Just eat also
have develop an effective culture
among the distributors and dealers who
not only promote their products but
they also invest in provide training to
sales team (Join, Marketing and
Strategy, 2020).
 Successful track record – Respective
Company have successful track record
of their merger and acquisition which
help them in gaining competitive
advantage at national as well as
international marketplace.
rent rather than purchased. Due to
which they need to pay large amount of
rent as their additional cost.
 Low current assets – Respective
Company has low level of current
assets as compare to the current
liabilities. This may develop or lead to
liquidity problems for its business
operations and functions.
 Cash flow problems – Just Eat has lack
of proper financial planning related to
the cash flows. That will leads to
circumstances at which they didn’t
have enough cash flow.
Opportunities Threats
 Attract new customers – Just Eat can
adopt new online channels through
which they can attract more and more
new audiences which help in increasing
business sales and profitability ratio.
This will also help in gaining
competitive advantage at the potential
marketplace.
 New trends – New trends in the market
related to customer’s behavior can
introduce opportunities for the
respective company. This will also
provide great opportunities for firm to
 Competitors – The main threat for Just
Eat is their competitors as they impact
on their national as well as internal
business operations and functions. Such
as Foodsby, Zomato, Foodpanda,
Deliveroo, Delivery Hero and many
more (Kayumovich, 2020).

develop new revenue stream as well as
diversify into new and innovative
products categories.
The Strengths of Just Eat help them in gaining competitive advantages at the marketplace as well
as it will also help them in increasing their sales as well as profitability in successful manner. But
while they are operating in international level they go through number of competition as there
are many companies who are operating in same industry. But respective company has effective
resources and man power which help them in gaining competitive advantage at very market.
These strengths will also help respective company in expanding their business at the Poland
Marketplace.
The market:
For an organization it is very much potential to collect necessary knowledge and
information in regards of market before expanding in it (Gomes, Sousa and Vendrell-Herrero,
2020). In context of Just Eat that aimed to expand in the Poland market in Europe. In that regards
they need to collect potential knowledge that are as follows:
Population (Growth rate): The population of the Europe is 747,567,757 and the median age in
the respective market is 42.5 years. To growth rate in year 2020 is .06% (Worldmeter, 2020).
GNP: European Union GNP for the year 2018 was $18,146.73B that is 7.68& increase from the
year 2017. The GDP per capita in the Poland was recorded at 16639.70 US dollar in the year
2018. The GDP per capita is European country is equivalent to 132% in world’s average
(Trading economies, 2020).

Consumer buying habits:
In the consumer purchasing behavior of Polish consumer consist of taking into account
the various kinds of factors that are quality, price and origin but remain always loyal towards the
brand is perceived by them as very much important. For the middle and upper class people
quality and brand are very much significant as it depend on their overall experience during the
service and after purchase. It has been analyzed that sales and discounts are very much popular
in between the people in that regards Just eat have to pay attention on respective aspects to serve
the consumers in one of best manner (Idrysheva and et.al., 2019). due to the changing scenario
that is e commerce and word of mouth as advertising campaign are very much important to
attract large no. of consumers. Polish consumers are very much concerned about the testing of
new products majorly if it is advertised on the TV and other sources.
Distribution channels, strategy and challenges:
For the organization it is very much important to choose one of best distribution network
that assist in enhancing the experience of consumers (Salam and Hoque, 2019). Respective
organization aimed to serve the consumers of Poland where they planning with the AMCS
distribution planning system that assist to manage the peak hours. Respective distribution
network helps to coordinate with the restaurants to reach the end users. respective strategy helps
them to enlarge business opportunities in order to remain competitive in the marketplace. the
major challenge in front of is to coordinate with large no. of suppliers and restaurants takes too
much time and cost.
Advertising and promotional activities:

It has been analyze that the TV advertisement is very much popular in among the people
of Poland and word of mouth is proved beneficial to enlarge business opportunities. In context of
Just eat by using the sponsorship and advertise on the TV is very much beneficial to gain the
positive response from the side of consumers.
Competitor analysis, target market and positioning:
There are large no. of competitors are available in the marketplace that are foodpanda,
foodora, Zomato, Deliveroo, delivery hero and Foodsby. The main target market of respective
organization in the Poland includes the youngsters and children that like new taste in food and
beverage. People who want the frequent delivery of their door in order to gain the desirable
outcomes.
Compare and contrast
Just eat Zomato
Brand awareness Brand awareness of Just eat is
more in comparison to Zomato
as it operate at large scale and
its delivery is very fast
(Zhelev, 2020).
In context of Zomato due to
not strengthen supply chain its
brand value lessen down.
Product/ service feature They deals in taking food
orders and delivery.
They provide information and
reviews that assist to take
decisions and deliver food.
Packaging They pack their products very
attractively.
The packaging of zomato is
good.
Price They use competitive based
pricing.
The price of products of
Zomato is low as they not
charge from their restaurants
for putting their information.
Promotion By using the TV and
sponsorship.
They use social media and
other sales promotions.
Distribution channel Collecting orders and By coordinating with

distribute to end users. restaurants meet consumer
demand.
Market size:
The total sales of respective organization from the 2011 to 2018 has seen its revenue
enhance drastically from the 33.8 million British pounds to 779.5 million in 2018.
The Global marketing strategy
In order to conduct analysis of global marketing strategy a company may adopt different
model or theories (Kotabe and Helsen, 2020). In respect of Just Eat they adopt marketing mix for
conducting determining global marketing strategy which help them in expanding their business
at the Poland market, which explanation is given below:-
Products of Just Eat –
 Just Eat Plc sells its items under 5 general classes, and every one of these fills in as
discrete product offerings. The entireties of its items are sold under the brand name of
Just Eat Plc.
 Just Eat sells items with a great deal of variety accessible, which permits customers to
choose the item which best suits to them (Kumar and Ravikumar, 2020).
 Just Eat sells products which are exceptionally differentiated, with different highlights or
features offered to customers and clients that contenders don't offer. Its items are also
considered as to be unique and healthy.
 Respective company products are seen to be of higher caliber or quality than that of
competitors. Accordingly, customers are happy to follow through on a greater expense
for these.
 Just Eat sells products that are well known for its traditional design that is additionally
down to earth for customers to utilize.
Price of Just Eat –
 The present pricing technique that Just Eat Plc follows is a competitive based pricing
strategy or method (Lopez, 2020). This is on the grounds that the information on

contenders is effectively accessible because of an enormous number of contenders that
exists inside the business.
 Just Eat sells its items at a more significant price than contenders or competitors. This is
on the grounds that it offers more highlights, and the significant expense compensates for
these.
 Respective company also offers different offers, discount, coupons and many more in
order to attract more and more customers.
Place of Just Eat –
 Just Eat sells its products through two showcasing channels. The first is the place it sells
straightforwardly to its customers through its online site. The second is the place it offers
to wholesalers who at that point offer to various retailers found everywhere throughout
the nation. Then they offer it to the customers around the world.
 Just Eat has its products present on more than 500 retailers all through the nation. It
follows an intensive promoting procedure where it attempts to remember its items for
however many retailers as could be allowed (Vrtana and Gogolova, 2020). This
guarantees its products are accessible to customers effectively in various pieces of the
nation.
Promotion of Just Eat –
 Just Eat experiences or adopt different types of sales promotion strategies such as take
part in exhibitions as well as events around the years.
 Just Eat adopt individual or personal selling, with an enormous deals power to build its
quality in retail locations.
 Respective company utilizes a level of deals strategy to decide the advancements
financial plan for the year.

Recommendations
Respective organization it has been recommended that need to improve their distribution
network as it helps to reach at large no. of consumers that is primary demand of market. With
they have to enlarge business opportunities by adding variety in their products.
CONCLUSION
From the above report it has been concluded that for an organization expansion at global
level plays very much important role as it enhance profitability and sustainability into the
marketplace. Before expanding products and services it is very much potential to collect all kinds
of necessary knowledge and information to achieve the definite goals and objectives. With the
help of internal and market analysis organization can be able to take appropriate kind of
decisions that helps to enhance the consumer experience in potential manner. before prospering
into the new market it is very important to opt one of best global marketing strategy by collecting
knowledge and information from the various sources in order to remain competitive in
marketplace.

REFERENCES
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Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
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Conferences (Vol. 135, p. 04044). EDP Sciences.
Join, A. M. A., Marketing, G. and Strategy, M., 2020. by Hans M? hlbacher.
Kayumovich, K. O., 2020. Digital marketing strategy and tourism. Proceeding of The
ICECRS. 6.
Kotabe, M. M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Kumar, G. A. and Ravikumar, A., 2020. SOCIAL MEDIA FOR GLOBAL MARKETING IN
KPS TECHNOLOGIES, CHENNAI. International Journal of Management
(IJM). 11(3).
Lopez, S., 2020. Value-based Marketing Strategy: Pricing and Costs for Relationship Marketing.
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Salam, S. and Hoque, A.S.M.M., 2019. The Role of Social Media and Effect of Relationship
Marketing on SME Performance in Bangladesh: Multi-Group CFA. Asian People
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Zhelev, C., 2020. International Marketing in the Digital Era. Collaboration of Sustainable and
Contemporary Knowledge. European Journal of Marketing and Economics, 3(1), pp.63-
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markets/poland/reaching-the-consumers>.
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