Just Eat - MAR034-3: Global Marketing Strategy Case Study Analysis

This case study analyzes Just Eat's global marketing strategy, focusing on its potential expansion into the Polish market. The analysis begins with an introduction to Just Eat and its operations, followed by an examination of the Polish market using a PESTLE analysis, assessing political, economic, social, technological, legal, and environmental factors. A competitive analysis identifies key players in the Polish online food ordering market. The study then delves into Just Eat's global marketing strategy, including the marketing mix (product, price, place, promotion, people, process, and physical evidence), and segmentation, targeting, and positioning (STP) strategies. The rationale for expanding into Poland, along with potential risks, is discussed. Recommendations for a successful international expansion strategy are provided, emphasizing the importance of partnerships, compliance with local regulations, and effective promotional channels. The conclusion summarizes the findings, highlighting the significance of market analysis and strategic planning for successful global marketing efforts.

Just Eat-Individual Case
Study Analysis

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The company..........................................................................................................................3
The Market.............................................................................................................................3
PESTLE Analysis of market of Poland:............................................................................3
Competitive analysis: .......................................................................................................5
The global marketing strategy................................................................................................5
Marketing Mix: .................................................................................................................5
Segmentation, Targeting and Positioning: .......................................................................5
Rationale of expanding in Poland and the likely risks: ....................................................6
Summary................................................................................................................................6
Recommendations for successful international expansion strategy:.................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Global Marketing Strategy is defined as the strategy which encompasses nations from
distinct regions in the globe and focuses on coordinating the marketing efforts of an organisation
in markets of these nations (Baena, 2019). This report is based on the case study of Just Eat plc
which is one of the leading online food ordering and delivery service firm of United Kingdom.
The company wants to expand its business in new market, i.e., Poland for which a marketing
communication plan is prepared. This report covers information about company, the market in
which firm wants to enter, global marketing strategy along with marketing mix and STP and the
summary based on overall analysis. At last, some recommendations and brief conclusion is
provided in the project.
MAIN BODY
The company
Just Eat plc is one of the online food order and delivery service of Britain which works as
an intermediary between customers and independent take out food stores. The company is
founded by Jesper Buch, Henrik Ostergaard and Per Meldgaard in year 2001 and its headquarter
is located in London, United Kingdom. Currently, the firm is operating successfully in 13
countries and is a pioneer of online takeaway food market by bringing constant innovations in
the industry (Bahadir, Bharadwaj and Srivastava, 2015). The brand is a market leader and
connects millions of consumers with over 1,00,000 restaurant partners. The segment of company
includes United Kingdom, Denmark, Ireland, Mexico, Canada, New Zealand etc. The company
is operating a leading hybrid marketplace globally for delivering food online. This innovative
platform enable consumers to find out local take out restaurants where they enable to place
orders and pay online for it. After getting huge success in current markets and financial
implications of enter into Australian market, the company is looking to expand its business
further into new market, i.e., Poland.
The Market
PESTLE Analysis of market of Poland:
PESTLE Analysis is a framework which is used to analyse the a factors of business
environment that impacts on operations and activities of a company (Baker, 2014). It includes

political, social, economical, legal, environmental and technology factors. As Just Eat plc wants
to expand its business in the market of Poland, the opportunities that this market provide to
company are mentioned below:
Political factor: This includes the political landscape of country and the policies made by
government regarding trade, tariffs etc. As the political situation of Poland is stable, it provides
an opportunity to Just Eat plc to expand its business in the country by partnering with the local
restaurants of place. Due to stable political condition, the policies made by government not
changes frequently which will enable firm to run its business operations smoothly in online food
ordering and delivery industry of Poland.
Economic factor: This force is associated with inflation rate, deflation, unemployment
rate, economic condition etc. The polish market is dominated by service industry that contributed
around 60% in the total gross domestic product of Poland in year 2015. As firm is dealing in
service industry, it will provide an opportunity to company to attain high growth. Moreover, as
the unemployment rate in Poland is high, cheap labour is available in the country (Harris, 2015).
As Just Eat plc deals in online food ordering and delivery service industry, it requires large
amount of manpower. Opening business at Poland provides an opportunity to company to
acquire required number of employees at cheap rates and contributing in improving economic
condition of country.
Technology factor: This force is related to technological advancements and up-
gradations. In Poland, the last invention bring its recognition to all over the world. The
government invest a lot in technological developments which provides great advantage to nation.
As Just Eat plc is a online food ordering and delivery service company, the use of technology is
high in its business. Use of high end technology in its business processes provides an opportunity
to company to gain competitive advantage in market (Julian, Rezaei and Amin, 2014).
Social factor: It involves social trends and needs and preferences of customers regarding
the services in online food ordering and delivery industry. Currently, the trend of online food
ordering is increasing rapidly and people prefers to get fast delivery of food which they ordered.
Offering people with high quality and fast delivery services will give an opportunity to Just Eat
plc to attract large number of customers and gain high profits in market (Kasemsap, 2018).
Legal factor: As each country has its own laws and regulations, Poland also has some
laws and regulations like employment law, equality law etc. which requires to be follow by

company. Compliance with all the laws and regulations made by government will provide an
opportunity to Just Eat plc to run its operations successfully with the support of government.
Environmental factor: This includes forces like change in climate, natural calamities etc.
As people are becoming more concerned towards environment and are more aware regarding
safety of environment, it becomes difficult for companies to operate its business processes
effectively. Employing such activities that do not harm environment in any manner and running
all the operations ethically will render an opportunity to Just Eat plc to run its business
successfully in market of Poland and attain sustainability for long term (Kim, 2014).
Competitive analysis:
In the market of Poland, one of the biggest competitor of Just Eat plc will be Pyszne.pl
which provides online food ordering services to people. In year 2016, it was reported that the
company has around 883,000 active customers and 4.3 million orders (Poland's Largest Food
Delivery with 5000+ Restaurants, 2017). The firm is partnered with approximately 5062
restaurants and was acquired by Takeaway.com. Apart from this, there are numerous food
ordering sites all across the Poland including www.netkelner.pl, www.delivero.ru,
www.szama.pl etc. which all provides online food ordering services to Polish people (Lieb and
Szymanski, 2017).
The global marketing strategy
Marketing Mix:
 Product: it refers to the item which satisfy the needs of customers or for which the
customers are willing to pay in order to get it. Just eat PLC is an online food delivery
service that provides a platform to customers to search for restaurants and order what
they want to eat (Ratten, 2017). For getting sustainability in the market of Poland,
company can customise its service strategy by offering people with the service to order
from two restaurants at a single time. Currently, customers can order from one restaurant
at a single time. But, now they will enable to order from two restaurants at a single time.
 Price: It is the amount that customers pay or willing to pay in turn of something. In the
current markets, the company charged some amount for delivering food orders to

customers. But, what expanding its business in Poland market, the company will provide
food delivery services for free to customers in order to attract them more towards the
firm.
 Place: it refers to the area where firm offer its products and services (Steenkamp, 2017).
Currently, the company offer its services in various markets and now it will offer its
service in the market of Poland.
 Promotion: it refers to the way through which company will promoted product and
services. The company keep this strategy standardized and utilise the same promotional
channels to promote its services in market of Poland. Just eat PLC will use social media,
advertisement and public relations to promote its services in market.
 People: it include the people who offer services to customers. Company will hire skilled
delivery executives to offer high quality food delivery services to customers of Poland.
 Process: it involves all the processes that are involved in offering services to customers.
High end technological processes will be use by company to deliver services to
customers. Company will use tracking system to track the delivery time can ensure that
the food is delivered on time to customers (Wafler and Badir, 2017).
 Physical evidence: the strategy of Just Eat plc regarding this element is standardized. The
company will provide the same physical evidence to polish people which it provide in
current market. It will offer a receipt to consumers while delivering food to them as a
physical evidence.
Segmentation, Targeting and Positioning:
 Segmentation Strategy: the company will segment its market on the basis of demographic
and behavioral segmentation. In demography, age and income are the factors on the basis
of which Just eat PLC segment its market and in behavioral segmentation, consumer
buying behaviour patterns are considered.
 Target Market: the people with middle and high income level are the target customers of
company (Bahadir, Bharadwaj and Srivastava, 2015).
 Positioning Strategy: the company positioned itself by offering high quality food delivery
services to customers and ensuring that food will be delivered to customers on time.

Rationale of expanding in Poland and the likely risks:
As per the above market analysis, it can be said that Poland is the good market for company
to expand into as this market provides various opportunities to just eat PLC to run its business
operations effectively and successfully. As the country is politically stable, it provides an ease to
firm to run its operations smoothly without making changes in policies and procedures. Apart
from this, the country is technologically advanced which is an advantage for Just eat PLC as its
business is completely rely on technology (Julian, Rezaei and Amin, 2014). But, along with the
advantages or opportunities, there are some risks associated with entering into the market of
Poland. any changes in laws and policies of government may create issues for the company to
run its business operations effectively. Moreover, as the market is new to company, it creates a
risk off not getting success in the market for just eat plc.

Summary
As per the above analysis it can be said that, entering into new market of Poland by partnering
with various restaurants will provide an advantage to company to gain success and achieve
competitive advantage in market (Lieb and Szymanski, 2017).
Recommendations for successful international expansion strategy:
To expand the business successful in international market, partnering with other
restaurants would be the best strategy for company as this will help in attracting
large group of customers. In order to overcome the risk of changing laws and
policies of government, the company should ensure that it will be aware of any
changes made by government in policies and laws. The firm should ensure that it
will follow all the laws and regulations made by government in order to run its
operations successfully. apart from this, the company should use effective
promotional channels so as to promote its product and services effectively in
market.
CONCLUSION
As per the above mentioned report, it has been concluded that global marketing helps a
firm in enhancing the effectiveness of its products and services and enable it to gain high
competitive advantage. Before entering into a new market, it is very necessary for organisation to
analyse that market carefully and get knowledge about the opportunities and threats exist in that
market. This will help in choosing the appropriate market to expand the business. the global
marketing strategy includes various strategies to which company will promote its services to
customers.

REFERENCES
Books and Journals
Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern
Munich. Soccer & Society, 20(4), pp.660-674.
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market
characteristics. Journal of International Business Studies, 46(5), pp.596-619.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Harris, K.L., 2015. Work Force Diversity Management Strategy: A Catalyst for Global Marketing
Competitiveness. In Proceedings of the 1998 Academy of Marketing Science (AMS)
Annual Conference (pp. 241-242). Springer, Cham.
Julian, C.C., Rezaei, S. and Amin, M., 2014. The impact of knowledge management, brand
orientation and global marketing strategy on performance. In Research Handbook on
Export Marketing. Edward Elgar Publishing.
Kasemsap, K., 2018. The roles of social media marketing and brand management in global
marketing. In Social media marketing: Breakthroughs in research and practice (pp.
425-453). IGI Global.
Kim, M., 2014. Exploratory study on global marketing strategy for the Dongdaemun fashion
district. Journal of the Korean Society of Costume, 64(3), pp.47-61.
Lieb, R. and Szymanski, J., 2017. Content-the atomic particle of marketing: the definitive guide
to content marketing strategy. Kogan Page Publishers.
Ratten, V., 2017. Gender entrepreneurship and global marketing. Journal of global
marketing, 30(3), pp.114-121.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Wafler, B.H. and Badir, Y.F., 2017. Global products marketing strategy of two European MNCs
in Vietnam. Journal of Product & Brand Management.
Online
Poland's Largest Food Delivery with 5000+ Restaurants, 2017. [Online]. Available through:
<https://news.bitcoin.com/polands-largest-food-delivery-website-restaurants-starts-accepting-
bitcoin/>