Marketing Plan for Menulog Food Delivery Service

This presentation discusses the market position and value of Menulog in the Australian food delivery market, along with its competitors. The research is based on customer feedback collected from the company's website. The presentation suggests adding bulk food delivery and catering services for office orders to increase profitability.

MARKETING PLAN FOR MENULOG
FOOD DELIVERY SERVICE

ABOUT THE COMPANY
Menulog is an Australian company
which operates in the field of food
delivery and ordering. The company
is based on the e-commerce
platform. The headquarters of the
company is in Sydney and the
parent company is of British origin
named Just Eat. The company has
tie-ups with international
franchisees like Subway and KFC
(Menulog.com.au. ,2017).

COMPETITORS OF MENULOG
COMPANY
The main competitors of Menulog
in the Australian market include,
Hey You, Foodora, Skip, Delivery
Hero, Deliveroo (Bharadwaj,
Varadarajan & Fahy, 2015). All the
competitors of Menulog in the
Australian market are operating in
this area for a long time and they
have a significant share in the
Australian food market as well
(Grönroos & Voima, 2013). .

TARGET MARKET OF MENULOG
The target market of Menulog are the
technology savvy population of Australia
who are attracted towards different
types of restaurants and are passionate
for their food (Bustinza et al., 2015).
Menulog is giving stiff competition to
the other food delivery apps in the
market and they have tie-ups with many
international restaurant brands (Coccia,
2017). The Australian population is
passionate about their food and this will
act as an important factor (Goetsch &
Davis, 2014).

VALUE AND POSITION OF MENULOG
IN THE MARKET
Menulog is considered to be the
largest food delivery app in the
Australian market (Huang et al.,
2015). The company is in operations
for around 10 years and has
partnerships with many famous
restaurant chains and franchisees in
Australia (Kumar & Pansari, 2016).
The value of the company increased
after its merger with EatNow in the
year 2015 (Ribarsky, Wang & Dou,
2014).

JUSTIFICATION OF THE NEW VALUE
The new feature that can be added
to the website of the food delivery
app of Menulog is the facility of
providing bulk amount of food for
office orders and catering facilities
as well (Srivastava, Franklin &
Martinette, 2013). The scope of
business of the organization will
increase in this manner and will
further increase the profitability of
the organization (Urbancova, 2013).

METHODS OF RESEARCH USED IN
THE PROCESS
The methods of research used in the
process were based on the surveys
done on the feed backs of the
customers on the website of the
organization. The customers have the
facility to connect with the company
officials and thereby share their
problems and needs (Piligrimiene,
Dovaliene & Virvilaite, 2015). This
way the company is able to analyse
its operations and make necessary
changes.

ANALYSIS OF THE CURRENT VALUE
AND POSITION
The organization currently offers facilities of home delivery to the
individual customers and not for official purposes. Menulog can start
the catering services along with their partner restaurants so that they can
be able to gain the competitive advantage over the other companies in
the market (Veerendrakumar & Narasalagi, 2015).
The market position of Menulog is among the top food delivery
companies of Australia, however the company has also faced many ups
and downs in the last 10 years of their operations. The reason is that the
company provides similar services as compared to its competitors and
the competitive advantage of the company is quite low in the market.

WAYS BY WHICH COMPETITORS
MEET THOSE VALUES
The competitors of Menulog in the market are Hey You, Skip, Foodora, Delivery Hero.
These food delivery companies provide bulk delivery options for office purposes and
they also provide discount for huge orders. This facility has helped the companies to
gain many corporate customers who have availed this option of bulk food delivery and
are happy with the service as well (Růžičková & Novák, 2014).
CONCLUSION
The presentation is based on the analysis of the market position and value of Menulog
in the Australian food delivery market. The competitors of the company in the market
are also discussed. The research related to this presentation is done based on the
responses collected from the customers with the help of the feedback provided by them
in the website of the company. The value addition in the company can be done with the
help of bulk food delivery service and catering services for the office related orders.

References
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