Marketing Analysis of Deliveroo Food Service Assignment

Running head: MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
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1MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
Executive Summary
The analysis in the report is based on the formation of the promotional mix, the pricing and
budget strategies of an organization. The company that is taken into consideration is
Deliveroo, which provides online food delivery service. The organization is analysed based
on the various aspects of the organization which include the analysis of the value of
Deliveroo. The competitors of the organization are also analysed in detail. The promotional
mix of Deliveroo is formulated in the report. The report is concluded by stating the company
needs to improve the various aspects of the business including its promotion and the
relationship with the customers. Digital marketing is considered to be the best way by which
this improvement can be brought in Deliveroo.

2MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
Table of Contents
Introduction....................................................................................................................3
Methods of research.......................................................................................................4
Ways of creating value...................................................................................................4
GDP Growth of Australia...............................................................................................5
Demographic data of Australia......................................................................................6
Market analysis of Deliveroo.........................................................................................6
Target market of Deliveroo........................................................................................6
Analysing the three major competitors of Deliveroo.................................................6
Perceived values of the customers of Deliveroo............................................................8
Value propositions of Deliveroo................................................................................8
Value position of Deliveroo.......................................................................................9
Product Life Cycle of Deliveroo..................................................................................11
BCG Matrix Analysis of Deliveroo.............................................................................12
Market growth of Deliveroo.........................................................................................13
Customer relationship of Deliveroo.........................................................................13
Promotional plan..........................................................................................................13
Promotional mix Deliveroo......................................................................................13
Sales data of Deliveroo................................................................................................15
Increase in digital communication...........................................................................15
Conclusion....................................................................................................................15
References....................................................................................................................16

3MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
Introduction
Marketing can be described as the organizational function which consists of a number
of processes that are required to create, communicate or deliver the values to the customers
and thereby to manage the relationships with the customers in such a way so that the
stakeholders and the organization can gain benefits from them. The process of marketing is
related to the identification of the needs of the customers and the society and meeting the
needs as well. Marketing can also be defined as the science and the art of the ways by which
the target markets are chosen and the customer base is grown with the help of the creation,
delivery and communication of the superior consumer values (Aghdaie&Alimardani, 2015).
The report is based on the analysis of Deliveroo Food Delivery Service and the ways
by which the organization can deliver better services and values to the customers. Deliveroo
is mainly an internet-based food delivery service that has its origins in Britain. The
organization was founded in the year 2013 and the founders of Deliveroo were two
Americans namely, Greg Orlowski and Will Shu. The head-office of Deliveroo is in London
and it has operations in more than eighty cities of the world including, France, Netherlands,
Germany, Ireland, Belgium, Italy, Spain, Singapore, Australia, Hong Kong and UAE
(Deliveroo.com.au., 2018). The orders related of Deliveroo are placed through the website or
the app and then the food is delivered by the courier transport from the different restaurants to
the customers. The different ways by which Deliveroo can improve its services in Australia
and further increase its value will be discussed in the report.
Methods of research
The research related to the experience of the customers can be gathered from the
reviews that are provided in the website. The feedback of the customers can be analysed and
then the data is formed accordingly. The survey can also be done based on the buying

4MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
intentions of the consumers and ways by which they tend to choose the services. The other
methods that can be used for research are, expert opinion, trend analysis, market-test method,
secondary sources and expert panel. Marketing research can be defined as the methodical
design, collecting the data, analysing the data and reporting the data and the findings that are
relevant to the specific situation of the marketing activities of the organization (Borochin,
Ghosh & Huang, 2016). The process of marketing research consists of many steps which are,
defining the research objectives and the problem, developing the plans of the research,
collecting the information, analysing the information, presenting the findings and making the
decisions. The research related to Deliveroo was also done based on these steps and process
of marketing research.
Ways of creating value
Deliveroo had started its operations in Australia in the year 2015 and they have
created value related to the processes of the organization so that they can create a customer
base. Deliveroo has a well-designed website and mobile app that provides a perfect platform
for the customers and restaurants so that they can successfully interact with each other. The
app of the organization also provides marketing opportunities to the restaurants. Deliveroo
takes the orders from the customers and also promotes the restaurants in the website
(Dolnicar&Leisch, 2017). The technologies that are used by Deliveroo are quite advanced
and helps in speeding up the process food ordering and delivery. The organization has
developed a platform for its website and mobile app which provides information related to
factors like, optimising the preparation of food and reducing wastage of food as well. This
process will help in making the app cost-effective in nature and thereby increasing the
customer base as well. The efficiency related to the delivery of food is also increased with the
help of the new technologies implemented by Deliveroo (Fedorko et al., 2015). The
organization has huge base of delivery staff who are efficient in their work process and they

5MARKETING ANALYSIS OF DELIVEROO FOOD SERVICE
help in gaining more customers as well. The promotional activities of the organization are
also conducted with the help of the website and the social media page of the organization.
Figure 1: GDP Growth of Australia
(Source: Borochin, Ghosh & Huang, 2016)
From the graph, it can be explained that he GDP of Australia has been increasing
from the year 2006 to 2008 and from 2008, the GDP has decreased due to global recession.
The GDP has again grown from 2010 to 2013 and then it has fallen from 2014. The Gross
domestic product helps in the entire growth of the economy as a whole and this will help the
different marketing firms to contribute towards the success of it. When the rate of GDP is
higher in nature, it can be seen that the firms will have the ultimate power to pay the workers
higher wages and salaries. This will help in leading to spending of the consumers on different
kind of goods and services.