Strategy, Innovation, and Competitive Advantage in Deliveroo

This report explores the drivers of innovation and competitive strategy in the success of Deliveroo, a UK-based food delivery company. It discusses the 4P's of innovation, including product, process, position, and paradigm. It also examines Deliveroo's competitive strategy using Porter's generic strategies and Ansoff's matrix. Additionally, the report delves into the blue ocean strategy employed by Deliveroo to develop and innovate their services. The aim is to gain a competitive advantage and expand their business.

Strategy enterprise and
Innovation

Table of Contents
Introduction .....................................................................................................................................3
Task 1...............................................................................................................................................4
Drivers of innovation in success of Deliveroo.............................................................................4
Competitive strategy of Deliveroo...............................................................................................5
Blue ocean strategy for Deliveroo ..............................................................................................7
Conclusion ......................................................................................................................................9
References .....................................................................................................................................10

Introduction
Strategy help business to develop and innovate their services. Help them to acquire new
technologies and to improve effectiveness of organizations services. Strategy help to develop
business at a large scale and to grab new markets for development of business. Innovation help
business to achieve their goals on time and effectively. In this case we prepare report on a Food
delivery company of U.K Deliveroo, Report will use 4P's of innovation to analyse platforms for
business to expand. Company uses competitive strategy like use of porter's generic strategies and
Ansoff's matrix. Blue ocean strategy use to develop business in new markets.
Task 1
Drivers of innovation in success of Deliveroo
Deliveroo is an private company for online food delivery. Company is founded by will
Shu and Greg Orlowski in 2013. Company is operating at a large scale around 200 hundred
countries(Kittner, Lill and Kammen, 2017.). Their aim is to provided quality products and
services to their customers to engage them with their organization. Company on time delivery
make them effective for their customers that they are easily engaged with organizations services.
Product
Deliveroo is an app which provides different types of restaurants and their menus to their
customers. They provide images ratings and details of restaurants, customers are also able to
provide feedback on services of organization. They can share their experience on companies
website. Application help company to develop their presence in market. Help in overall
marketing of different restaurants. Company need to develop innovation in their services for
overall success of their business and to improve effectiveness of their organizations products and
services. Company need to get more restaurants with their organization. Need to innovate their
delivery services. They wants to deliver their products and services on time and for that company
need skilled riders to deliver their products in less time to their customers. They need to develop
their application to encourage people to eat more. Company need to develop their application
with different segments that provide customers different facilities.
Process

Deliveroo need to hire skilled technician and employees to prepare an application that
help them to develop their overall presence. Need to train their technician with services company
providing to customers. They need to be creative to innovate new things. Need to develop an app
which help in overall marketing of their organizations services. Technician need to develop an
app that looks different from their competitors. Company deliver their products within 30
minutes to their customers. For that customers need to sign in with their email address or phone
number(Weisburd and Braga, 2019.) . They can pay online or cash on delivery, then Deliveroo
sends orders to restaurants and they confirm orders. Company asks feedback from their
customers after delivery on basis of their experience.
Position
Company aim is to acquire new market and to gain a competitive advantage. Customers
opinion and experience will effect overall position of Deliveroo. Company need to provide
timely support and pay their employees on their efforts on time to motivate them so that they
work effectively towards success of organization. Position is everything for organization to
develop and perception of people help in developing overall position of business. Need to train
their employees so they are able to satisfy their customers. Satisfaction of customers help them to
increase overall profitability of company. Company need to reply on comments of their
customers to solve their issues to develop a positive image.
Paradigm
Deliveroo need to think about the changes they can build in their organization to improve
capabilities of business. Company need to innovate their application add different features to
attract customers(Biemans, 2018.) . Deliveroo need to bring changes by working with different
big restaurant chain's they need to open their own restaurant and stores.
Competitive strategy of Deliveroo
Deliveroo wants to gain a competitive advantage over their competitors to improve
effectiveness of organizations products and services. Company prepare strategies to overcome
problems.
Porter's generic strategies
Cost leadership

Deliveroo needs to develop plan to become a cost leader in market to improve their
business. They require to develop new technology and innovate new raw materials that help
them to reduce overall prices of their products & services and help them to engage customers
more easily. Minimizing cost of their services help them to attract more customers towards their
business. They need to develop coordination between areas and departments of their business.
Cost reduction help in developing differentiation in market for business that acceptable by
majority of customers. Company need to provide discount on prices of some restaurants. Need to
bargain with restaurant owners to reduce prices of their food. Develop technology up gradation
to reduce prices of services.
Differentiation leadership
Differentiation help them to develop unique quality of their business in minds of their
customers. Company target global markets to achieve their objectives. Need to develop different
strategies(Bertozzi, Ali and Gul, 2017.). Strategy prepare to get fair price from customers for
orders. And develop unique features for buyers to improve their experience with business.
Deliveroo require to provide quality food from big restaurants that have ability to satisfy their
customers. Make an effective promotion for their brand by using different tools of marketing.
Differentiation help them to gain loyalty of their buyers and develop positive image of their
brand.
Cost focus
Deliveroo focus on cost of their products to target customers in market. Need to gain
lower cost advantage for their business. Need top reduce prices of food as compare to their
competitors to gain and advantage in market. Cost focus help them to lead market and become
one of the leading business. Deliveroo analyse who their customers are and set prices for their
products according to analysis. Cost focus help them to develop awareness for their business.
They aim is to reduce price as whenever a customer is hungry they think of Deliveroo.
Differentiation focus
Company need to develop different features in their application. They need to strategy to
develop overall brand loyalty for their products in minds of customers. Unique quality of their
services help them to gain upper hand from their competitors. Research on market help them to
develop creativity in their services.

Ansoff matrix
This tool help Deliveroo to analyse strategies for growth of their business. It help food
company to grow their business. Analyse risk for their business and make ways to overcome
those risks.
Market penetration
Aim is to increase sales of their products and services in an already established market
for their business. Company provides different promo codes and dis counts to their customers to
increase their sales. Provide promo cash back to customer for inviting friends. Extra benefits to
regular customers to develop their loyalty for business. Improvement in services help them to
attract large number of customers. Need to reduce time of delivery to satisfy customers. Need to
improve promotions efforts to engage more customers. Reduce prices of food to gain a
competitive advantage for their business in market.
Market development
Market development when company wants to enter a new market with their existing
product(Pulaj, Kume and Cipi, 2015.) . Need to analyse customers segment of a new market to
know their taste and preference. New market development help them to expand their business at
an extreme level. Deliveroo need to know existing resources in organization. Need to reduce
price of their products while entering new market.
Product development
Company need to develop new product in existing market for development of their
business. Technology help them in development of business to get attention of customers. Need
to make proper research on development of new product and make effective use of all available
resources to develop new product. New product development help Deliveroo to gain access to
new markets.
Diversifications
Deliveroo need to make new product to sell in new market. Where is an risky strategy for
company. Develop their own restaurants and stores in new market. They can collaborate with
new business in market for overall development of business. Diversification help to gain
development in new market.

Blue ocean strategy for Deliveroo
Strategy help to develop product differentiation and reduce cost of product to open new
market for their business to increase their overall demand(Dawes, 2018.). Strategy help to
analyse growth for their business to develop their effectiveness at a large scale. Strategy help to
increase overall profitability of business and to attract customers towards their company. Their
aim is to bring innovation in working of an organization. Strategy help towards success and
increase profit by reducing risk for their business. Company need to become a part of more
challenging and different environment to improve overall existence of business. Strategy help
company to develop their vision and provide ways to fulfil that vision.
Blue ocean tools and frameworks
Create uncontested market space
Deliveroo need to develop uncontested market space that help them to increase new
demands and competition irrelevant. Whereas in red ocean there are large number of companies
are competing with each other for their overall development in market and to improve
effectiveness of their services(Kim and Mauborgne, 2015.). It help Deliveroo to bring innovation
in their services not to increase competition in market. Company need to use innovation to
develop value for their business. Need to use low prices and unique products. Develop a
structure for their business to improve existence of their business.
Make competition irrelevant
Using unique services in their business help Deliveroo to earn an competitive advantage
for their business. Need to provide offers like promo codes or heavy cashback on orders for
customers help them to develop business. Use of new and improved facilities help them in
effectiveness of their services. Deliveroo need to analyse their competitors to develop and
improve effectiveness of their plans and process. Need to analyse problems and ineffectiveness
of competitors plans and use those problems and drawbacks to develop their business more
effective. Companies main focus is to get and positive outcome for their services. Need to charge
for their services at an premium price.
Create and capture new demand
Provide limited time offers for their customers help them to gain customers. Deliveroo
need to use offers like 50% cashback to first 100 users help to attract new customers towards
business(Schawel and Billing, 2018.) . Get positive feedback on their application that help them

to get new customers by reading those comments. Develop effective marketing campaigns and
promotion events to provide information to customers about organizations services. Deliveroo
focus on the problems of their business. Know the issues of customers to solve those issues.
Break the value-cost trade off
Need to provide different products at lower prices to get attention of customers.
Deliveroo need to develop aim to create value for their business by providing unique offers to
their customers to engage them towards overall organizations development at a large scale and to
innovate their business services. Aim to create a positive environment for their business to create
an opportunity for their business to expand.
Strategy canvas
Help company to analyse the ways where they can invest and know effectiveness of their
organizations products & services(Agnihotri, 2016.) . It help company to analyse how their
competitors are competing and methods they are using for their development. It help company to
change their focus to grab new demand for their services.
Look across alternative industries
Deliveroo need to analyse their competitors like uber eats and just eats. Company need to
analyse uber eats and effectiveness of their products to develop their business at a large scale.
They need to analyse their buyers to know what factors influence them to buy food from uber
eats.
Look across strategic groups
Company need analyse their competitors to make their services more effective to satisfy
their customers. Need to analyse prices offered by uber eats to their customers to compete with
them effectively. Need to focus on features that help in development of business at a large scale.
Look across the chain of buyers
Need to analyse buyers that their competitors target to increase sales of their
services(Strategy, 2015.) . Need to develop marketing and offer promotional codes to customers
who will market their organizations services.
Look across complementary product
Company need analyse their competitors like Uber eats and how they will effect overall
success of their organizations business.

Conclusion
Deliveroo is an U.K based company who delivers food products from restaurants to their
customers. Their quality services help them to achieve their organization goals and objectives. In
this report we prepare an strategy for overall development and to bring innovation in
organizations services. 4P's of innovation help to analyse in which product means an application
of Deliveroo and process is a system that they follows to deliver products to their customers.
Position is everything for organization to develop business. Position help company to aim at an
high level. Position help them to gain a competitive advantage. Company need to bring new
features with innovation in their organization services. Competitive strategy help them to
compete their competitors in market. Porter's generic strategies help to develop a cost advantage
and unique product for overall development of business. And Ansoff matrix help to develop
business and innovate services in a new market to improve overall development of business.
Need to develop product to engage large number of customers towards their organization
services. Blue ocean strategy help company to grow and adapt new market by analysing their
competitors and achieve their goals and objectives on time.

References
Books and Journal
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Marketing. 24(6). pp.519-528.
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