Foodpanda E-Marketing Strategy: Recommendations for Growth

This report provides detailed recommendations for Foodpanda, addressing key areas for improvement in its e-marketing strategies. The recommendations focus on enhancing the supply chain through the implementation of the SCOR model, improving logistics via third-party partnerships and fuel-efficient vehicles, and strengthening stakeholder relationships by offering discounts, board representation, and efficient share release terms. The report also emphasizes the importance of continuous marketing strategy updates, free delivery services, referral benefits, employee incentives, and improved customer communication and feedback mechanisms to foster loyalty and improve overall service quality. The report references several academic sources to support its recommendations.

Running head: FOODPANDA RECOMMENDATIONS
Food panda Recommendations

FOODPANDA RECOMMENDATIONS 2
Recommendations
Food panda whose e-marketing strategies has made them into a brand alsolacking in various
areas such as supply chain, logistics and relationship with stakeholders and some other key areas
from their competitors. Therefore the recommendations have been provided to the Food panda
that will help the company to grow and work more efficiently:-
 Supply chain:- The company can implement the SCOR model that is called the integral
part of e-commerce. The company can make the delivery of food to the customer by
improving the easy and fast availability of delivery boy in the areas. With the help of
Google tracking, the company can notify about the order to the customer who is nearby to
the restaurant so that he will reach to the restaurant and will receive the order. The
company can implement a tracking system from which the customer can track its order as
whether the food has been prepared. The notification shall been provided to customers on
every step when the delivery boy picked the order, the estimated time the order will reach
to the customer (See-Kwong, et, al., 2017). The company can also enhance its services by
providing an information to the customer when the order just about to reach to the
customer that “the customer shall get ready to receive the customer” so that customer will
ready the amount he has to pay. The supply chain is a very important factor from which
the customers can attract and ordered regularly (Satcharoen, 2017).
 Logistics:- The company can implement the third party logistics in which the restaurants
can use the services of Food panda even when the order which have not came from the
Food panda channel. It will help the company to maintain the good relationship with
restaurants and the restaurants will prefer the channel of Food panda only in taking
orders. The company can also hire the logistics partners that will help the company to
focus in other areas. The logistics partner will only focus on delivering the food to the
customer by getting order from Food panda. The Logistics is the key feature to success
and the company can provide vehicles or makes mandatory the vehicles that fuel is of
low cost and pollution free. It will cut the cost and increase the profit (CHANTAPOON,
2016).
 Relationship with Stakeholders:- The stakeholders are an important part for any
organization to get succeed in business. The stakeholders are customers, employees,

FOODPANDA RECOMMENDATIONS 3
investors, media, government and general public. The Company can provide various
discounts on their products for both new and loyal customers. The discount option will
convert the new customer into a loyal customer. The company can make better
relationships by providing all the stakeholders who has having 5% share or more than 5
% than his one representative can be in the board that will help in building the trust of
Stakeholder. The terms shall been made easy for the stakeholders who wants to release
their shares that will create a good relationship with the company and the stakeholders.
The company is required to continuously update their marketing strategy to cope up with
the needs of the customers and at the same time they should take care of the interests of
their collaborating partners and stakeholders. The company can provide a free delivery
service in a 6 km radius and also beyond that the charges should been nominal. The
company can also provide discounts when the delivery get late from the estimated time
given to the customer that will help the customers to be loyal. The company can provide
referral benefits to customers that will benefit both customers and the company. The
company’s customer will get increased and the customer will get increased. The company
can provide incentive to their employees or delivery boys for their extra efforts that will
help to increase their motivation and service will be improved of company. The company
can provide medical benefits, employee recognition program, bonuses on regular
intervals, and recreational facilities within the company campus and inexpensive food
within the premises. It will benefit both employee and company as employee productivity
will increase and the company will earn more profit. The company can focus on
improving the communication between the customer and the company for any support
facilities. The company can take feedback of their customers and provide solutions to
their problems for that platform shall been provided to the customers (Paul, 2018).

FOODPANDA RECOMMENDATIONS 4
References
CHANTAPOON, M.M. (2016) THE STUDY OF LANDSCAPE AND PURCHASING CRITERIA
ON ONLINE FOOD DELIVERY PLATFORM IN BANGKOK (Doctoral dissertation,
THAMMASAT UNIVERSITY).
Paul, S. (2018) The architecture of digital labour platforms: Policy recommendations on platform
design for worker well-being.
Satcharoen, K. (2017) The influence of colour on intention to adopt food delivery service mobile
app. In Proceedings of the 3rd International Conference on Communication and Information
Processing (pp. 87-91). ACM.
See-Kwong, G., Soo-Ryue, N., Shiun-Yi, W. and Lily, C.H.O.N.G. (2017) Outsourcing to online
food delivery services: Perspective of F&B business owners. The Journal of Internet Banking
and Commerce, 22(2), pp.1-18.