Strategic Analysis of Deliveroo: Entry, Growth, and Future Prospects

This report delivers a critical analysis of Deliveroo, a leading online food delivery service, examining its entry into the market, strategies for growth and sustainability, and future prospects. The report explores Deliveroo's business model, competitive advantages, and use of Porter's Generic Strategies and Five Forces model to assess the external and internal environments. It details the company's founding by Will Shu, its product development, and strategic positioning. The analysis includes competitor analysis, value chain analysis, and a PESTLE analysis at entry. The report further investigates Deliveroo's growth and sustainability, including SWOT and VRIO analyses, strategic group dynamics, and leadership roles. Finally, it considers future opportunities and provides recommendations based on the findings. The report uses data to analyze the company's performance and its position in the market, highlighting key factors such as customer satisfaction, rider satisfaction, and financial performance. The analysis provides a comprehensive overview of the company's development, its challenges, and its potential for future success.

ENTREPRENEURIAL MANAGEMENT

Table of Contents
Table of Contents.............................................................................................................................2
Executive summary.........................................................................................................................1
INTRODUCTION...........................................................................................................................2
1. Overview of the Deliveroo..........................................................................................................2
2. Start of the Deliveroo entry.........................................................................................................3
2.1 Will shoo founder..................................................................................................................4
2.2 The idea.................................................................................................................................4
2.3 Product development.............................................................................................................4
Opportunity and Porter 's Generic strategy-................................................................................4
Porter's five forces.......................................................................................................................5
Crossing the CHASM..................................................................................................................6
Competitor analysis.....................................................................................................................7
Value chain analysis....................................................................................................................8
PESTLE at entry..........................................................................................................................8
PART 2..........................................................................................................................................11
3. Growth and sustainability..........................................................................................................11
Porter's Generic competitive strategy at growth........................................................................11
Five forces model at growth......................................................................................................12
SWOT analysis entry.................................................................................................................13
Strategic group at growth...........................................................................................................14
VRIO analysis at growth...........................................................................................................15
Building blocks of competitive advantage................................................................................15
Leadership roles and life-cycle of Deliveroo.............................................................................17
Sustainability.............................................................................................................................17
4. Blue skies or future....................................................................................................................18
5. CONCLUSION & RECOMMENDATIONS............................................................................18
REFERENCES..............................................................................................................................19

Executive summary
This report gives the critical analysis of the entry, sustainability and growth, and
described the future of Deliveroo Ltd, it is the business that provides the best food delivery
services to the customer. This is the best online food delivery app they doest have any stores and
machinery so the operating cost of firm is low. In order to identity the internal and external
activities of the firm this report has critically evaluated the the business internal or external
environment by using the pestle, swot, porter’s generic strategies model, porter’s five forces, Ans
off matrix etc.
Thus, deliveroo was established in 2013 that is founded by will shu . He is the best
entrepreneur who implement their idea into business. In starting carrier of the business, Will
saved the money to invest their funding in new business which is online food deliverer services.
This new idea has connects restaurants to consumers through their app and couriers services.

INTRODUCTION
Deliveroo is the company that delivers the food, founded in 2013. It operates in the two
hundred cities in the London. Company reported in the headquarter of London and makes the
money by charging the restaurants as a commission fee and also charge the customer for the
respective order. This report contains that how the Deliveroo can create and sustain the
competitive advantage that are unique activation method, customer satisfaction recorded,
customer retention, network successful and cost efficient. This report also elaborate the need of
the business to sustain it in the future includes the examination of business strength,
Organisational capabilities, Green Positioning, Green Disposal, Hire the company that provides
the business information, Corporate Social Responsibility.
1. Overview of the Deliveroo
will shu and Greg Orlowski is founder of the company it also called Roofoods Ltd.
(branded as Deliveroo) It is a British online food delivery company (Shu, De Clercq, Zhou. and
Liu, 2019). Based in London, firm sales their products and services in two hundred cities in the
United Arab Emirates, Kuwait, and Taiwan, United Kingdom, the Netherlands,
Singapore,France , Germany, Belgium, Ireland, Spain, Italy, Australia, Hong Kong. Thus, firm
provide the best services through online which is food delivery and ordering services to the
customer. A subsidiary operation, Deliveroo Editions, focuses on developing a network in all
over the world. Thus, customer want to purchase the product, so they order their food through
online app they place their order on the websites, Deliveroo contract with biggest restaurant
across the uk. So they deliver the order of customer through Currier services. Deliveroo’s
employees are riders, who delivered the products and services, who pick up the orders at
different restaurants who contract with Deliveroo by implementing the high software which
develop the best way to provide the order to the customer on efficient time.

Illustration 1: Deliveroo Revenue and Usage Statistics, 2019
(Sources : Deliveroo Revenue 2019)
From the above chart it can be analysed that why riders work with Deliveroo. 45% of
people said that they give their hundred percent to achieve and meet the requirement of customer
in order to support a further long-term goal. Thus, the riders of firm satisfied with the job as they
find that this job is provide the flexibility this demographic also particularly valued flexibility.
According to the data (Deliveroo Revenue and Usage Statistics, 2019) of 2016 Deliveroo earn
£129 million and according to the financial time report that the employees of the firm is 200000.
in 2017 Deliveroo confirms that company works with 30000 riders.
2. Start of the Deliveroo entry
Deliveroo was started by the Will shu, who was a former banking analyst. It is the online
company which provide the food deliver services that has started in the year 2013. Henceforth,
Quoted enterprise offers takeaway food from the many of the restaurants and most of them not
offer this types of services before the start-up came along. Thus, business model of this firm is

very simple but different from the traditional start ups. It has more than 450 drivers and cyclists
as of now that delivers food from the restaurant to the end user. Deliveroo charges delivery fees
on each order from the customer.
2.1 Will shoo founder
Will Shu is the founder of Deliveroo he was born in Connecticut, United States of
America to Taiwanese parents in 1979. The education life is goods Will Shu receive their
bachelor’s degree of Northwestern university, and then Will Shu got their first job in Morgan
Stanley's in New York City as an investment banking analyst post in 2001. He found this idea in
2013 with childhood friends and finally they start their business with new and innovative ideas
name called Deliveroo.
2.2 The idea
Will shu founder of the Deliveroo, came up with the idea to start the firm after saw that
there were lack of suitable food delivery option within United kingdom. Therefore, idea behind
this is to allow customer to choose the food in variety of restaurants according to their taste and
income.
2.3 Product development
Delivero is taking various initiatives to provide the best and suitable online services to
the customer in few minutes by promoting their services for people so that they use to think
about the Food delivery services form premium restaurants. It is the firm that provide the people
high quality local cuisine from the places that the customers knows and like the most.
Henceforth, transparency, convenience and quality all are the most valuable services of this
entity.
Opportunity and Porter 's Generic strategy-
The key strategic challenge of most of firms is to find out the right way of achiving the
competitive advantage over the commodities and enterprise in market.
 Cost leadership- In this firm sets out to become low cost produce in the industry.
Henceforth, the soruce of cost advantage are varied and also depend on structure of
entity. The firm has adopted cost leadership strategy that involves of developing
economies of scale and making efforts t =o have reduction in cost.
 Differentiation cost- It is the cost that involves the creation of product or service that can
be perceived through out the country that is unique. Therefore, firm as Deliveoo charge

premium price for the commodities. Low cost strategy aids to have higher profitability as
it creates the better entry barrier. This is helpful as it helps to enhance market share.
Illustration 2: Porter's Genric strategy
(Source: Porter's Generic Competitive Strategies (ways of
competing) , 2017)
 Differentiation focus- Deliveroo has started their working with innovative step within
the market of UK. Thus, this firm has adopted this startegy as they came with idea that
relate wth lack of suitable options.
 Focus strategy- At this level, the entity targets much larger market and also aims at to
achieve competitive advancement through differentiation cost across the whole of an
indutry. This is about charging the premium price of the commodities and give
reasonable reason to hcarge the higher price for the services.
Porter's five forces
This is the tool which helps to analysis the competition This tool assists in analysing of the
level of competition and business strategy development that helps to shape every industry to
determine an organization weaknesses and strengths. There are five stages in this model,
which is threat of new market entrants, the threat of substitutions, Supplier Bargaining Power,

Threat of buyers, The degree of rivalry.
Threat of new market entrants — Deliveroo have low threat of new entrants because to start
a new business is more difficult for firm, this is the online firm so requirement of investment is
huge as the new entrepreneur cannot expand the business easily.
The threat of substitutions — This is the biggest threat for the firm because there is huge
competition in the online food industry (Thornton, and Klyver, 2019). Thus, Deliveroo use the
vehicles when they deliver the product. On the other side, uber use the car for deliver the
services so Uber is using the high technology while they serve their services to the customer.
So, the Threat of substitutes product is high.
Supplier Bargaining Power — Deliveroo business is mostly depended on employee because
they provide the product and services to the customer and in this industry the bargaining power
of employees is high, they want high salary. Thus, the bargaining power of suppliers is high.
Threat of buyers — Deliveroo used the low pricing strategy that this strategy helps to attract
the customer. Thus, accordance with low pricing strategy customer are loyal towards the
services because the bargaining power of buyers is low due to low prices on the product. On
the other side, for using the high quality of products buyers can easily switch and used another
app that can be done through different app which is installed the app in phones so customer
using 5 stars hotels services.
The degree of rivalry — Deliveroo face lot of competition in this market. Thus, there are lot
of competitors such as just Eat, Grub Hub, UberEATS and Hungry House the online food
delivery industry they provide more quality product as compare to the Deliveroo (Arcot and
Gröschl, 2019).
Crossing the CHASM
This is defined as an innovative approach that defined the way to have high tech selling
of the commodities. With the help of three approaches the Deliveroo became capable to achieve
competitive advantage within market. Henceforth, these defined in following manner as are-
 Redefine customer needs- This entity take place in the market with help of identification
of the customer needs. There were lack of option relate to this services. Henceforth, by
undertaking steps to analyse the needs and wants of the customers entity become capable
to gain competitive advantage (Asah, Fatoki and Rungani, 2015).

 Drive word of mouth- It is an advertisement tool that aids to get interact with potential
customer. Therefore, this is defined as promotional tool that aids to spreads the
information about the product and services in the market from one person to another. It
can be done with help of innovation and by delivering quality services to customers.
 Target the right niche- It is subgroup of firm that mainly targeted the audience. For this
services, the entity has targeted the customers who stays away from their house and work
somewhere. This innovation has attracted them and they acted as word of mouth to firm.
Competitor analysis
This is defined as strategy that involves positioning a firm enhance their services in order
to take the competitive advantages (Bird, 2019). Therefore, the main of the competitor analysis is
to develop and launch new ideas that leads to get success to the enterprise.
How business improved itself in the face of the competition?
This is entity that came up in the market with new innovation that aids to gain
competitive advantage to the enterprise. There were very lack firm that provide this kind of
delivery services. So, this was new to customers of UK.
Why Deliveroo beat their competitors.
This entity has many competitors as UberEats, just eat etc. Henceforth, Deliveroo is
competing with their copycats by providing much efficient and faster services to the customers.
Thus, Deliveroo has taken various initiatives to use network of the riders in more efficient
manner (Castaño-Martínez, Méndez-Picazo and Galindo-Martín, 2018).
Who is Deliveroo?
It is a firm that is engaged in online food deliver services that has founded in 2013 by
Will shu. Therefore, this entity serve as intermediary between customers and restaurants.
Where are they in the market?
This entity situated in London, England, UK. Therefore, the services of this entity served
within the area as Netherlands, Germany, France, Spain, Italy and Kuwait etc.
What do they offer?
They offer online food delivery services to the customer at their doorsteps.
Why do customers choose them?

They are the innovators of providing online food delivery services. Thus, this enterprise
is capable to provide efficient and fast deliver to customer by tracking the networks of their
employees (Chakraborty and Gupta, 2019).
Value chain analysis
This is defined as process of making the product for the purpose of satisfied the customer
there are two activities primary and support activities. It helps to provide the product to the
customer by using the different distribution channels. Thus, its defined in following manner as
are-
Primary activities
 Inbound logistic- This is inclusive of range of activities like receiving, storing and
distributing good and services for operational resources.
 Operations- The quoted enterprise works as to operate its activities as to deliver food
services at the doorstep (Chetty, Ojala and Leppäaho, 2015).
 Marketing and sales- Deliveroo has used Word of mouth as promotion tool. This aid
firm to market the product and services.
 Outbound logistic- It is firm that perform service as to being outbound logistic. Thus,
workers perform their activities as to collect and deliver the commodity to customers.
Support activities
 Technological development- In the present scenario, the food deliver sector has been
marked by the intense competition between various players. It is the firm that has used
technical advancement in effective manner.
 Human resource department- The HRM of this enterprise hires the skilled labour
workforce so that they can provide prompt services to customers. By providing the
regular training the whole workers can perform at their best level.
 Procurement- This is enterprise that act as environment friendly. Thus, this firm has
necessary material, machinery and other consumable items.
PESTLE at entry
Pestle analysis — It is the tool that helps to identify the macro environment of the firm. Thus,
this factor is the framework or tool used by the business to analyse and monitor the macro-
environmental factors that this factor is created negative and positive impact on the firm

performance. There are different types of factors such as Political, Economic, social,
Technological, legal, Environment.
Political - This factor impact the government rules and regulation by analysing that from which
way the decision of the business is being effected This factor is describing that How
government rules and regulation is influenced the decision of business it includes the different
factors such as employment low, government low, tax policy etc.
Deliveroo provides the employment opportunity to employees that they follow the labour
low and provide the safety to employees it creates the positive impact on the employment ratio
also government support the online food market to expand their business in new market. Thus,
the political factors impact the Deliveroo.
Economical — This factor is determining the different economic issue. It includes the interest
rates, exchange rates, economic growth, inflation rates, customer income, Deliveroo face some
problem employee crisis, so employees are leave because of economic reasons like the
weakness of pound is creates the negative impact because the pool of workers is reduced as
they are not remained work in the UK.
Social — This factor is considering the Beliefs and attitude of society and consumers. It
includes the living of standard, consumer buying behaviour, lifestyle attitudes, income class,
education attitudes, health and safety relates issues, cultural barriers etc. According to the
Brexit issues, the workforces is leaving the UK and firm cannot meet the demand of consumers
timely. Thus, it creates the negative impact because low number of employees are not meet the
demand of consumers. Thus, also the new suits of pay are affects the Deliveroo is facing issues
relates to PR crisis because new workers are not joining the company as quickly to meet the
demand. On the other side, company work with effectively as they provide the healthy foods to
the consumer, so the demand of product is always high it creates the positive impact, due to
negative point the demand of firm’s product is not affected
Technological — This factor is described that by using the new technology in the business it
may affect the business operation of the business . Thus, Innovation in smartphone technology
has enhanced the growth of 21% in the age of 16-24 group uses services like Deliveroo when
ordering food take out. Thus, the new technology is creating the positive impact on the
performance of the firm because Deliveroo develop the custom app that helps to their operation
it allowed Deliveroo to create a low-maintenance workforce and the turnover of employees is

less because it can be easily communicated through one app. On the other side, to develop the
new technology in the business it enhances the training expenses because firm require the IT
team which manage the websites and order of the customer (Chakraborty and Gupta, 2019).
Legal — This factor is describing that the government laws and act is affects the performance of
the firm. It induces different factors such as anti-discrimination act, equality law, consumer
protection law, employment low, health and safety laws etc. Deliveroo are facing problems
related that employed are not satisfied with the wages it increase the discrimination lawsuit that
means to hundred employee are not joining because thy claim to the company that enterprise
fails to provide wage, also firm cannot provide the holiday pay and also they judge their
employee on the age discrimination basis. Thus, employee forced to improve the pay or terms for
its self-employed couriers, the company’s production and operational cost could increase
dramatically so it creates the negative impact on the firm performance. On the other side, firm
follow the consumer protection act that means this act is increase the loyalty of customer. Thus,
customer is attracted when organization follows all rules and regulation related the services. So,
by following the consumer protection act impact positive on the performance of the firm
((Eijdenberg, E.L., Paas, L.J. and Masurel, E., 2015).
Environment — This factor is describing how organization follow the rules and regulation of
the environment that they not affect the environment in any ways (Goel, Jones and Karri, 2019).
It includes the different environment changes which environmental offsets and climate change
and weather etc. Deliveroo support the environment by using the bicycles and scooters. Thus,
using this Deliveroo servethe environmental friendly goods in order to reduce backlog and
pollution when as compared to using the cars and other delivery vehicles it creates the positive
impact that society and government support the firm. On the other side, Deliveroo actively works
to help and take initiatives to support businesses and other activity so customer easily attracts
toward the company profile but there are some political issues which affects the performance of
the firm (Eijdenberg, E.L., Paas, L.J. and Masurel, E., 2015).

PART 2
3. Growth and sustainability
Porter's Generic competitive strategy at growth
If the primary determinant of the Deliveroo profitability which attracts to the industry for
operating determinate position within the industry. Even through the organization have limited
profitability, which optimally positioned can generate the superior returns (Bohari, Hin and
Fuad, 2017). This type of key strategy is challenging for the business to find out the best ways of
achieving the sustainable competitive advantage and benefits. It can be classified into four type
of strategies.
Cost leadership
This type of leadership requires for Deliveroo to develop the new policies and procedures
for managing the business process. The primary goals of Deliveroo to control the cost which
include the facilities and services. Minimize expenses, avoid the marginal consumer account,
lower distribution etc. The cost leadership gained the competitive benefits by getting of lower
distribution and production in the marketplace. This strategy will help for increasing the growth
and development of organization.
Differentiation Focus
It is another strategy for differentiating the product and services of Deliveroo, which
requires to create the something good for customer that is perceived as the unique idea for giving
better opportunities. Deliveroo is considered the features that just in the mind of consumers and
many peoples are relatively highly insensitive regarding the price (Darkow, Foerster and von der
Gracht, 2015). For adding more features means that the distribution and production price
differentiate according to the product quality. The customers are willingly pay more than the
actual price of item. In this way, it helping to success the strategy in growth and development of
Deliveroo. As per analysis, it has analysed that increased the growth of Deliveroo in 2012 to
2019 approximately 67% due to the price strategy.
Focus Strategy
A Focus strategy often appropriate the Deliveroo enterprises that has an ability to engage
with the marketing efforts. This strategy must appropriate for the expansion of Deliveroo in
global world. In Deliveroo, this strategy is mainly concentrate on the specific requirement of
client where the organization will be designed the product as per the need of consumers (Goutas,

Sutanto and Aldarbesti, 2016). As per focus strategy, Deliveroo can be utilising the strategy that
able to put more efforts towards promotions and marketing. In this way, many consumers are
attracted towards the product and services.
Five forces model at growth
The Five force is a type of framework that can understand the competitive forces in global
business environment. It drives the economic value which are dividing among the different
factors.
Bargaining Power of buyer
it is the most powerful concept in terms of profit which has led to low price and also
increasing the cost when Deliveroo added more features in their products or services. In terms of
growth, Deliveroo have much power than buyer so that it can easily be emerging the
opportunities. The bargaining power also exercised indirectly through the decision of purchase
product.
Bargaining Power of Supplier
In context of growth, supplier have more Moderate so that they make large profit rate
than Deliveroo. The organization is integrated with the large number of supplier to sell the
product of consumers (Jia and et.al., 2017). It can be related to the pressure of supplier by
increasing the price and quality. For growth and development, Deliveroo could insists on the
lower commission price for attracting consumer towards the brand. Sometimes, it effects on the
profitability.
Threat of new entrants
It plays important in the Deliveroo which refers to face difficulty to establish new
company in the particular sector. The organization will discourage to enter into the new sector
because of higher cost of new enterprise development (Vargas-Hernández and Garcia, 2019). In
terms Food industry, Deliveroo relatively develop the online platform such as website, smart
phone application etc.

Threat of Substitutes
The competition has been increases which critical for the profit of Deliveroo. It provides
the consumer service which depending on the availability of substitutes. Deliveroo is the online
food delivery company in UK for providing the food services by using online platform. When it
comes to order the food by using website, application, although it just increased the experience
of growth and development.
SWOT analysis entry
Swot analysis — This is the tool that firms using this tool in the business to manage and identify
the internal environmental factors of the firm. Thus, this analysis helps to identify the internal
opportunity of the firm. Thus, to identify the internal environment firm can analyse the business
through identify the strength, weakness, opportunities, threat.
Strength
Strong management — Deliveroo have
strong management that they manage all the
customer order timely and provide the services
on timely.
Pricing power - Deliveroo provides the low
prices of product as they make partnership
with low price of restaurants to cut the
competitors.
Cost advantages — Firm manage their app by
own and also firm manage the employees on
the gig based, so they have advantage to
manage their operational cost.
Weakness
Technical issues — Deliveroo face issue like
they not able to provide the best services to the
customer. The customer is not fully satisfied
many consumers losing their money, so firm
face criticism.
PR issues — This is the biggest issue that firm
not provide the proper training to the
employees.
Opportunities
New technology — Adopting the new
technology is creates the opportunity to the
firm (Marx and Hsu, 2019). Thus, firm used
the 300 Tec- hub, this hub is providing the
more experiment with new systems that helps
to manage the more order and deliveries.
Threat
Intense Competition – In online foods and
deliver services there have huge competition
such as — Just Eat, Grub Hub, UberEATS and
Hungry House. This all is the biggest
competition of the firm. Since the launch of
Deliveroo competition has grown Furthermore,

New partnerships — Deliveroo expand their
business by making the partnership with
different types of restaurant who provides the
high quality of services to the customers.
in 2016, Amazon have launched their
innovative ideas which is they going to launch
delivery service with the advantage of 'free
one-hour deliveries' to undercut the
competition. So, this is the biggest threat for
the firm.
Strategic group at growth
In context of growth, Deliveroo just move towards the strategic group that can offer the better
quality of services to the potential consumers. It consists of set of food industry competitors that
must have used similar type of characteristics for business development. Deliveroo has been
implementing the strategic groups on the basis of requirement (Yousefi and et.al., 2017).
First of all, the firm must emphasize the employee of firm group that helps because the
organization usually its closed rivals while assessing the performance of organization which
consider to move the strategic towards growth and development.
Another way, the group strategies pursued by Deliveroo to highlight the another option for
success. The organization able to take some innovative idea another group that implement on the
business development. sometimes, it useful for organization to improve the situation and
condition. For Example- Subway and other firm have offered the product at lower price benefits
over the Swiss Chalet.
The strategic group must reveal the gap in the food industry that can represent untapped
growth and opportunities.
VRIO analysis at growth
Resources Value Rarity Imitable Implication
Organizational
culture
Its organization
culture is full of
fun, smart,
collaborative,
Yes, it is rare. No it cannot be
imitate.
Competitive
rewards

transparent, self-
taught and fast.
Yes it has value.
Effective supply
chain
It is stated that
Deliveroo has an
effective supply
chain, its delivery
drivers and
employees
supports equally.
It has value
Yes it is rare. No it is not
imitable.
Temporary
competitive
advantages
Ability to
research and
development
It has a strong
capacity to
research and
develop business
on the basis of
research. Yes it
gives value.
Yes it is rare No Temporary
competitive
advantages
Building blocks of competitive advantage
The competitive advantage is the exceptional edge that must allow the Deliveroo to deal
with the global market and other type of environmental factors. In this way, Deliveroo can lead
the business across the world. Enterprise strategy is indicating the firm competitive position
which allows to increase productivity and profitability. Deliveroo should develop the
competencies that can use to creatively compete in the markets (Jia and et.al., 2017). There are
four common building block of competitive advantage.
Efficiency-
It is important step of competitive advantage where Deliveroo can determine the
efficiency through resources and raw materials etc. In Deliveroo, Manager are able to measure
the accurate raw materials, human resources and many more. It being used to produce the better

quality of output.
Quality-
In Today’s world, the competitive level is higher because of increasing the new
enterprises in global marketplace. In Deliveroo, it can resolve the quality of products and
services because it offers the product price on the basis quality to the consumers. Food product
compete against one another in terms of quality.
Innovation-
Strategic helps to increase the level of innovation in the Deliveroo where it takes place
the successful innovation idea created by manager. Many employees feel free to create new idea
to increase production and sales.
Responsiveness to the client-
In Deliveroo, Strategic manager always help to make the firm responsive to the client and
also create the control system which help for maintain the performance of employees. Manager
always monitoring the performance of employee which directly impact on the growth and
development (Jia and et.al., 2017). on the other hand, Deliveroo provide the training to their
employees so that they can improve skill and knowledge, which help for finding the new
procedures to perform better role effectively.
Cross functional at growth
It is collaboration is a group of people with differ functional expertise that come together
to achieve one common goal. Therefore, the workers of the Deliveroo conducts their daily
practices in following manner as are-
 This creates the culture of continuous improvement in which workers to the quoted
enterprise sort out the issues and together bring solutions.
 It enhance teamwork that leads to have greater commitment to continuous improve
working.
 This leads to bring improvement in communication between diverse and dispersed group
of people.
Leadership roles and life-cycle of Deliveroo
Deliveroo is offering the riders the chance to enhance their learning skills with Freud by
helping them spread their life saving message. Henceforth, food delivery platform has already

announced plans to train 1500 riders in the United Kingdom (Eijdenberg, Paas and Masurel,
2015).
Therefore, two hour training sessions will be conducted by the British red cross across
the UK. Hence, participants can excel their skills and confidence in dealing with emergencies in
scenarios as finding someone not breathing and dealing with choking adults and babies etc.
Leadership roles-
 At the top level, Deliveroo works as to formulation of plan and policies for their riders so
that better and effective working can be conducted.
 Manager of the entity works as to communicate the rational of the enterprise to the
outside public so that whole work can be conducted effectively.
 Manager of the quoted enterprise must perform their works as to co-ordinate the efforts
of the people in integrating the employees with enterprise goals of delivering prompt
services to the customer at their doorstep.
Sustainability
The quoted enterprise has successfully established powerful brand image. Thus, 80% of people
has trusted on the firm so it increase the strong customer loyalty. Henceforth, it can be stated
that the online services industry expand their business and Crete huge competition (de Correia,
Lengler and Mohsin, 2019). Thus, competitive firms as Uber, UberEATS are the brand that put
major consideration over penetrating the market of the UK.
In order to maintain the sustainability of brand image, the quoted entity offers price
value proposition by charging the flat, low fee of £2.50 for delivery. Additional they also deal
with other person who deliver their product so they get fees on the delivery.
4. Blue skies or future
This is the enterprise that has adopted expansion strategy by operating out of London.
Henceforth, Deliveroo’s enters into the booze sector by acquiring the partnership with U.K.
retailer Majestic Wine and Scotland’s BrewDog brewery and variety of other local alcohol
distributors (Eijdenberg, Paas and Masurel, 2015). In order to stay competitive, Deliveroo told
Channel News Asia to wants to get innovative. Therefore, firm have new ides which is remote
kitchen concept called"RooBox ". Quoted enterprise will be investing in its own kitchen space.
Henceforth, Deliveroo have 10 to 12 central kitchens across the island and each will have six to
eight goods cooking are at which the dealer of cafes will station their chefs. According to

Deliveroo, by managing their own kitchen will allows to offer consumers more variety in foods
but it will also assist in to have reduction in delivery time.
5. CONCLUSION & RECOMMENDATIONS
Deliveroo is the business that manage the online food delivery services, Will Shu was the
founder of the firm, they had a new idea which gives the benefits to the customer that they easily
purchase the food through online without any issue. He and his team have managed the business
by taking the risk in order to achieve the organization goal and future growth. This growth has
been made possible through hire the best employees and purchasing the best technology and
make the best budget In order to achieving the competitive advantage.
Moreover, Deliveroo’s used the best marketing strategies to success the business in the
UK market. Furthermore, chosen enterprise regularly develop the new and innovative methods
as well as follows all the legal activity. Thus, quoted enterprise has used the different internal
and external model such as pestle, swot, ans off matrix and porter five forces model that helps to
identify the internal and external opportunity and threat of the firm.

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