Table of Contents

Question No 2:.....................................................................................................................................2
Corporate Level strategy of Food Panda...........................................................................................2
1. Concentration:.............................................................................................................................2
a. Market penetration......................................................................................................................2
b. Market development....................................................................................................................2
c. Product development...................................................................................................................3
References............................................................................................................................................4
Question No 2:

1. Describe and justify the corporate-level strategy adopted by your chosen MNE.

Corporate Level strategy of Food Panda.

1. Concentration:

The marketing strategy adopted by Foodpanda includes the prioritization of their customers
while putting everything else on the secondary. Among concentration strategy, food panda is
implementing market penetration, market development and product development strategies.

a. Market penetration
Digital media has played a huge role in increasing the market penetration of Foodpanda.
Market penetration of food panda is quite impressive. Millions of people worldwide using
food panda from their offices, houses to order food from thousands of associated restaurants.
Even now after a big exposure to the diverse market, Foodpanda needs to expand its horizon
to fulfil the requirements of the users (Sregantan, 2019). In some of the countries, Foodpanda
operates only in the big cities which is not good for the market penetration, the company
needs to expand even in the small cities of the countries to increase their business. The
objective of the market plan of Foodpanda is to build more brand awareness. Foodpanda is
now focusing on building more online and offline marketing platform engagement.
Expansion of target marketing will be beneficial to increase Foodpanda market penetration
(Rosli, 2018). Promotion of the brand both online and offline platforms will increase the
market penetration of Foodpanda. Discount voucher, lucky draws plays a part in increasing
market penetration. The market penetration of Foodpanda is 24.8% over 3,369 million
population.

a. Market development
Food panda has developed a huge market in almost 40 countries worldwide. This foodservice
website has a huge market in Australia, Africa, and America. Thailand is the country which
has the maximum users of food panda services. In Malaysia, food panda was introduced in
the year 2012. Only by the end of 2012 Foodpanda was expanded to 16 countries. Foodpanda
has developed a huge market in the country with 6000 restaurants nationwide (Milo, 2019).
Around 1000 deals and discounts monthly including free delivery. Food Panda provides free
delivery in more than 30 cities of Malaysia (Joy, 2020).

Not only in Malaysia and Thailand, but Foodpanda has also developed a very big market in
India with thousands of restaurants all over the country. In Pakistan, the service of Foodpanda
has come a long way. In the present year, during the pandemic, the sales of food panda have
increased. Foodpanda has almost 13 million users all over the country. The biggest strength
of Foodpanda right now is the emerging market. In Malaysia alone, it acquires competitors
like Room service. The company got big opportunities in the market due to great and quick
services provided by the company in thousands of branches all over the globe. According to
international Advertising Bureau, around 69% of people like to order food from online
mobile applications. This information can be used by the company as an opportunity, to gain
more customers and build a bigger market. The rising threats for Foodpanda are JustEat and
GrubHub.

b. Product development
Foodpanda ensures the quality of the food without a hustle. The strategy of Foodpanda
includes 4 steps, select, choice, pay, receive. This simple strategy is followed by Foodpanda
all over the world. The technological advancement at Foodpanda has increased the level of
service provided by Foodpanda. The growth of online ordering has increased due to good
product development strategies followed by the company. Due to these strategies, Foodpanda
is already giving a tough time to its competitors, especially in the Asian market. Foodpanda
has broadened the scope of the services. Now, Foodpanda provides its services on various
platforms through their android applications. Most of the advantage is taken from social
media platforms (Haramain, 2020). The marketing through social media platforms did so well
for Foodpanda. Food panda is now providing a huge variety of cuisines all over the world.
The application of Foodpanda is user friendly which makes it easier for the users to place
orders. Food panda with the association of restaurants gives deals to attract their customers.
Food panda is providing a lot of options for food on their application inspired by the area in
which they operate. The new product development strategy of Foodpanda includes the
development of new payment methods. Company has also introduced a top-up membership
account. This includes the membership account joining and linking of that account with the
bank account. This strategy will make one purchase online with more ease and payment will
be deducted automatically from the linked account.
References

EC Milo, (2019)’’ The growth of foodpanda in Malaysia: facts & figures’’.

Lidiana Rosli, (2018) ‘foodpanda records 100pct growth in 2017’.

Navin Sregantan, (2019)’ Food delivery pioneer foodpanda says it's no endangered species’.

Saiful Anwar Matondang1, Siti Rahma2, and Tashliyah Haramain, (2020)’’ Digital Food Marketing and
Deliveryof Ethnic FoodImpacts onCulinary Business’’.

Taruka Srivastav, (2019)’ Foodpanda diversify into delivering on demand FMCG products in Singapore’.

YiBua Joy Parkinson bPark Thaichona, (2020) ‘’ Digital content marketing as a catalyst for e-WOM in food
tourism’’ Australasian Marketing Journal (AMJ).