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SPRING 2021 | MKT460 Report

Course Name: Strategic Marketing

Section: 9

Project Title Spring 21 MKT 460 Assignment 1 GLs

Submitted to:
Sherina Idrish (SeH)
Senior Lecturer,
Department of Marketing and International Business

Submitted by:
NAME ID
Tameem Chowdhury 1811692630
Md. Mahin Rahman Saquif 1821131630
Kashfia Aman 1812166030
Farhat Lamia 1731872630
Tahamina Akter 1631116630
Ahnaf T Rahman 1821291030
Hasan A. Tareq 1912010630
Chowdhury Ahmedus Salehin 1712646030
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April 9, 2020
Sherina Idrish
Lecturer, Department of Marketing and International Business,
North South University

Subject: Requesting to accept the assignment 1 on GLs

Dear Ma’am,
We are pleased to submit the assignment of MKT 460 course. We were assigned to submit an
assignment on Hungrynaki. We have tried our level best to come up with the expectation of you.
We, therefore, hope that you will accept our file and will consider our unwanted mistakes.

Yours obedient,
Tameem Chowdhury
Kashfia Aman
Farhat Lamia
Tahamina Akter
Md. Mahin Rahman Saquif
Ahnaf T Rahman
Hasan A. Tareq
Chowdhury Ahmedus Salehin
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Sr Name ID Contribution/ Topics (written/done for

Number the report)
19 Tameem Chowdhury 1811692630 Industry Introduction, SBU (Hungrynaki)
(Leader) Introduction, SBU’s Current Consumer
Profile, SBU’s Present 4Ps, Turnaround
Strategies, Growth Strategies, Ansoff
Matrix, New Customer Profile (Prizm),
New Positioning Statement,
Changes/Revisions Current Product
Offerings, Relationship Marketing Strategy
and Visuals, All the app interface, UI, and
Visual Contents
(Compiling and Editing)

Md. Mahin Rahman 1821131630 PESTEL Analysis of SBU, New Product

Saquif Value Proposition, Innovation Adoption
Curve, Chasm Strategies, Competition
Analysis: Two offensive and one defensive
strategy and Strategic Group graph for the
brand.
(Compiling)

20 Kashfia Aman 1812166030 Executive Summary, Company (Alibaba)

Introduction, SBU (Hungrynaki)
Introduction, SBU’s Current Consumer
Profile, SBU’s Present Product, Place,
Promotion; Turnaround Strategies,
Changes/revisions Current Product
Offerings, Relationship Marketing Strategy,
Birthday Content.

16 Farhat Lamia 1731872630 SWOT -TOWS Analysis, New/Proposed

Target Market Strategy with Justification,
New Customer Profile, Brand Some
Strategies

Tahamina Akter 1631116630 SWOT -TOWS Analysis, New/Proposed

Target Market Strategy with Justification,
New Customer Profile, Brand Some
Strategies

Ahnaf T Rahman 1821291030 PESTEL Analysis of SBU, New Product

Value Proposition, Innovation Adoption
Curve, Chasm Strategies, Competition
Analysis: Two offensive and one defensive
strategy and Strategic Group graph for the
brand.

Hasan A. Tareq (Covid- 1912010630 Porter’s Six Forces Industry Analysis (Low
19 Positive) Inovolvement)
Chowdhury Ahmedus 1712646030 Bowman’s Quality Perception Clock and
Salehin (Newly added Justification,
to the group) New product Value Proposition, Innovation
Adoption Curve (Low involvement)
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Acknowledgment

The opportunity to conduct the project report we had with Sherina Idrish ma’am was a great chance
for our learning and professional development. Therefore, we consider ourselves as very lucky
individuals as we were provided with an opportunity to be a part of it.

Bearing in mind previous we were using this opportunity to express our deepest gratitude and
special thanks to ma’am who in spite of being extraordinarily busy with her work and duties, took
time out to hear, guide and keep us on the correct path and allowing us to carry out our project at
her esteemed guidance.

We perceive as this opportunity as a milestone in our knowledge development. We will strive to

use our gained knowledge in the best possible way, and we will continue to work on our
improvements, in order to attain desired career objectives or certain goals. We hope to continue
cooperation with you in the future.

Executive Summary

Hungrynaki is a local food delivery service in Bangladesh. Hungrynaki is a known name in this
business. Hungrynaki is the first food delivery service that started back in 2013 at that time this
was completely a new concept in the country so it took time for Hungry to grow as it’s a small
venture that started by few friends. Later local businesses like Patho food, shohoz even global food
delivery services joined for example Foodpanda . This made the market more competitive.
Hungrynaki was struggling to be one of the top food delivery services as it was far behind those.
Hungrynaki’s owners got an offer from Alibaba for acquisition that through their e-commerce
platform Daraz they will also start an app based food delivery service just like the Alibaba acquired
Ele.me which was china’s second biggest food delivery service so now as Daraz is the top e-
commerce platform in the country so also for food deliver services they want become one of the
tops. Hungry is currently running under Daraz.

In this report, we tried to set a strategy for our SBU as per Bowman’s Quality perception clock
and justified our selection. We portrait our functional level strategies and used visual references
as well. Explained our target market strategies designed for our customers. Relationship marketing
is depicted with detailed explanation, examples and visuals. We did some competition analysis
and shared offensive and defensive strategies. We made a lot of changes like upgraded their app
interface making it more user friendly, introduced two modes light and dark and also introduced
grocery and medicines as new segments also added contactless delivery system.
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Contents
Introduction of the Industry .........................................................................................................................................1
Introduction of the Corporate Brand ...........................................................................................................................2
Introduction of the SBU ................................................................................................................................................3
PESTEL Analysis for HungryNaki: SBU of Daraz (Alibaba) ..............................................................................................4
Porter’s Six Forces Industry Analysis for your SBU ......................................................................................................9
Hungrynaki’s Current Consumer Profile .....................................................................................................................11
Marketing Mix of HungryNaki ....................................................................................................................................12
Swot-Tows Analysis ....................................................................................................................................................17
Turnaround Strategies for Hungrynaki .......................................................................................................................17
Growth Strategy for Hungrynaki ................................................................................................................................18
Bowman’s Quality Perception Clock and Justification ..............................................................................................20
New Customer Profile Table: PRIZM format ..............................................................................................................21
New Target Market Strategy with Justification .........................................................................................................22
New Target Market Strategy and Positioning Statement ..........................................................................................22
Customer profile summary .....................................................................................................................................22
Positioning Statement .............................................................................................................................................23
The changes/ revisions to Hungrynaki’s current product and service offerings .......................................................24
New Product Value Proposition for HungryNaki .......................................................................................................27
Innovation Adoption Curve for HungryNaki ................................................................................................................28
Chasm strategies for Our Extensions..........................................................................................................................30
Relationship marketing strategies ..............................................................................................................................32
Strategies to convert customers from ‘Iron to Gold’ and then ‘Gold to Platinum’ ..................................................37
Competition Analysis and Strategy ............................................................................................................................38
Offensive Strategy and Defensive Strategy to fight the present competitors ........................................................38
Strategic Graph of competition of HungryNaki and other food delivery services brands ......................................40
References ...................................................................................................................................................................42
Appendix: ....................................................................................................................................................................44
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Introduction of the Industry

We enjoy having food from various good restaurants. However, going out to eat frequently is
challenging. We don't always get the time to make something delicious at home because of our
busy lives. That's where food delivery services can help. Food delivery services are becoming
more popular day by day. Nowadays, we can order tasty food from our favorite restaurants using
our devices. Food delivery services help us to order food at our workplaces or at home. Bangladesh
in the first few years of the 21st century, with economic growth the restaurant sectors have also
seen growth. Apart from businesses because of school, colleges, universities and shopping malls
the surrounding areas have developed a lot and lots of restaurants have opened. Some famous food
chains also come to Bangladesh. For the food industry, the first international food chain that came
to Bangladesh was PizzaHut in 2003 at Gulshan. After one year A&W restaurant came and in 2006
KFC came. In 2011 an American starts Northend Coffee Roasters in Bangladesh. In 2012
Australian retail coffee shop Gloria Jeans came to Bangladesh. American food chain Burger King
and Indonesian Kabab food chain Baba Rafi started their journey in Bangladesh in 2016. Later in
the last 10 years Manhattan Fish Market, Bbq Bangladesh, Herfy, Dominos, Butlers Chocolate
Cafe, Secret Recipe, Mainland China and Chocolate room, etc came to Bangladesh to establish
their business. Local restaurants Takeout, Khana's, Chillox, Cheez, Sultan's Dine also grab a large
market. So many restaurants in town. It's not possible for people to visit all these restaurants
whenever they want. Here is where food delivery services started their business to solve the
problem. The top country of the food delivery service industry is China and its market share is
50Billion USD. If I compare Bangladesh's food delivery industry with the top countries of food
delivery service, I have to say Bangladesh is just joined in the race. That means the food delivery
industry of Bangladesh is not so large. The market size of India’s food delivery industry is 6Billion
USD and our is around a 50Million USD. (বাাংলাদেদের ফুড ডডললভালর ইন্ডালি: Food delivery
industry in Bangladesh 2021).
In Bangladesh, food delivery services no longer an unknown term and in town, areas it's in high
demand now. There are several well-known food delivery companies. These food delivery services
are competing against each other in order to satisfy customers and to obtain a competitive edge.
Online food delivery is a lifesaver for people who want to eat fast food in the comfort of their own
homes, without having to worry about table manners or the sauce from the food falling apart and
staining their satin shirt. Famous food delivery services of Bangladesh are Foodpanda,
Hungrynaki, Pathaofood, Efood, Shohoz. People stopped ordering food from outside when the
coronavirus pandemic broke out. As a result, the country's online food delivery business faced a
lot of issues and was incurring losses. More than 22,000 people in Dhaka's app-based food delivery
company struggled to survive the economic downturn brought on by COVID-19. (Wardad, 2020).
After a while, some delivery firms changed their operating style. A contactless distribution system
was introduced. Free delivery option was introduced, as well as offered discount coupons, an effort
to reclaim the market. All of the food delivery service companies in Bangladesh playing a discount
war to grab the market. Foodpanda, which has the most comprehensive national coverage,
currently delivers about half of all regular orders in the region. With approximately 8,000 daily
deliveries of food orders, Efood, an Evaly platform, is in the second position. Pathao Foods began
its journey three years ago and quickly moved to run the market. With an average of 4,000
deliveries a day, it is now the third most popular food delivery service. Shohoz Food's food
delivery market is fiercely competitive with that of its ride-sharing competitor. HungryNaki, the
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first Bangladeshi food delivery startup is in fifth, with an average of 2,500 deliveries a day. (Babu
& Sajid, 2021)

Introduction of the Corporate Brand

Alibaba is the name of our venture. ‘Alibaba Group Holding Limited,' also known as ‘Alibaba
group' or ‘Alibaba.com,' is a company owned by Alibaba Group Holding Limited. This well-
known giant company began operations in China in 1999. It’s an e-commerce platform that
connects buyers with sellers. It specialized in e-commerce, retail, and technology. Alibaba is
china’s one of the largest organizations and now it has extensive influence all over the world.
Alibaba at first gained its full control over the Chinese e-commerce platform and 80% of China’s
online retails sales were from Alibaba. Alibaba bought Ele.me, it’s China’s second-biggest food
delivery service in 2018 (Anas, 2021). In 2018 Alibaba's financial service subsidiary, Ant Group
bought a 20% stake in the company Bkash which is Bangladesh local company. Alibaba has now
acquired Hungrynaki, one of the leading food delivery services in Bangladesh as its first
international acquisition in this fast-growing food delivery service sector. It will the first-ever
acquisition of a startup business in Bangladesh. Alibaba acquired Hungrynaki’s full control from
its owners via Daraz group, the Pakistan-based e-commerce platform it had acquired previously in
2018. Daraz is planning on extending Hungrynaki’s network to a wider range with 100 cities,
investing in the business’ infrastructure, technology, and human resources as mentioned by their
officials. Daraz thought investing in a company that is already running is better than starting a new
business as it can be easier to attract the target customers as they are familiar with the company
and its services and it has already a name.
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Introduction of the SBU

HungryNaki is an e-commerce website for food delivery service that delivers food from restaurants
to our doorstep and it was the first one to do so in Bangladesh. Hungrynaki started its journey in
mid, 2013 and this idea of starting such a business came to owner’s minds when they felt the need
for such services in the country. The business started with only 30 partner restaurants later they
had more than 600 partner restaurants and since it was the first one in Bangladesh, they had the
first-mover advantage and they were holding 90% shares of the market. (Muntasir, 2019) Their
initial target customers were the elite class people of the country who can order food online on a
regular basis. They initially started delivering only in Banani area, later expanded their service
location to other places in Dhaka, Sylhet, Chittagong, Narayanganj, and Cox`s Bazar. They were
running well as there was no competition. But later several other local companies also few global
ones joined making this business very competitive and to be one of the leading ones in the market.
By the end of 2019, HungryNaki had become the first food delivery service system in Bangladesh
to use bicycles instead of motorbikes as delivery vehicles, making it the first of its kind in the
world. In recent times Daraz Bangladesh, a concern of the Chinese e-commerce giant Alibaba
Group, has acquired HungryNaki, the pioneer food delivery service company in Bangladesh.
(Babu & Sajid, 2021)
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PESTEL Analysis for HungryNaki: SBU of Daraz (Alibaba)

Source Description Implication Certainty Important

(1-5) (1-5)

P1. Stable Political P1. (+) Stable business

environment operations which helps in
keeping steady sales.

5 5

Political

P2. Mixed Economy P2. (-) Ease entry of new

competitors can cause loss
of market share and sales
are impacted drastically.
4 5

P3. Influence of P3. (-) Because of 2 5

deliveryman trade various movements by
union. these trade unions often
disruption occurs in
services.
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Ec1.The growth rate is Ec1. (+) Because of 5 5

8.2% growing economic growth
consumers have
increasing purchasing
power which impacts the
business positively.

Ec2. Unemployment Ec2. (-) Unemployment 3 5

rate is increased due to can lead towards less
COVID-19 (Shovon, capability of availing
2020) services and thus resulting
in decline of sales.
Economic

Ec3. Per capita income Ec3. (+) Due to rise of 5 5

$2064 per capita income a steady
increase of purchase is
expected in current sales.

Ec4. Increasing Ec4. (-) Possibility of

bargaining power of getting less revenue
the suppliers because 4 5
of high competition.
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Ec5. Poverty Rate may Ec5. (+) People will lose 5 5

double to 40.9% due purchasing power and that
to the pandemic. will decrease and impact
(Ahmed, 2020) sales.

Social S1. Increase of per day S1. (+) Increase in daily

expenditure on sales is mostly expected
ordering in as people as a reason for more
tend to prefer staying frequent orders.
home during
pandemic.
5 5

S2. Limited options S2. (+) Increased 5 5

for entertainment or dependency on ordering
activities at home due food online results in a
to pandemic resulting spike of sales currently.
in more ordering in.

S3. Increasing trends S3. (+) Increase in sales 4 5

of ordering food
through online.
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S4. People are more S4. (-) Expenditure on 3 5

concerned about ordering online food will
saving money because be decreased eventually
of the global crisis. impacting loss of sales.

Technology T1. 4.5M new mobile T1. (+) Possibility of 3 5

users in Bangladesh increasing target
(HOSSAIN, 2021) customers which will
result in increase of sales.

T2. 67% of the T2(+) Increasing 4 5

population of opportunities of affiliation
Bangladesh uses of new customers
internet (Kabir, 2020)

Environmenta E1. Availability of E1. (+) Restaurants can 3 5

l electricity and gas for prepare food on time
the suppliers which will result in an
increase level of service.

L1. 15% vat on all L1. (-) The food delivery 5 5

logistics companies charges will increase
have been imposed in gradually because of VAT
Bangladesh. (Asquith, issues and consumers will
2019) tend to order less as a
result impacting sale.
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L2. Convenient laws L2. (+) Favorable laws 3 5

are made by logistics result in ease handling of
Legal infrastructure body, logistics operations which
Courier Service impact positive sales.
Association of
Bangladesh. (E-cab,
2020)

L3. Consumer Rights L3. (-) Because of this 2 5

department of govt. is customer can sue the
more concerned about company if any problem
consumer rights in service occurs
(Vokta Odhikar)

L4. 7.5% tax is L4. (-) The delivery 3 5

implemented on e- charge will increase
commerce and significantly because of
logistics services. the new legal laws.
(New Age, 2019)

A Scenario Analysis Graph based on your PESTEL analysis:

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Porter’s Six Forces Industry Analysis for your SBU

Porter's Five Forces are elements that are taken into account while analysing and deducing about
the competitors and rivalry a business face. The elements that are taken into account are, buyer
power, supplier power, barriers to entry, substitutes and competitive rivalry.
We need to test multiple variables. We will do quantitative analysis for this. We will assign point
from -3 to +3. For Favourable Positive and for unfavourable negative. Highly impact 3, moderate
2, low impact 1.
Rivalry among existing companies The threat of new entrants The threat of substitutes
The local players in the market It not only requires a high There is very little scope of
happen to hold a larger chunk of level of investment financially variation offered by the
the market share in contrast to to enter this market, but also different brands in this market
what Hungrynaki holds (8%) as extensive research to as they all offer more or less
Pathao and Foodpanda occupy a understand the ins and outs of the same thing with no
whopping 80% market share and this market, thus it is not easy differentiation. Thus,
dominate the market (Muntasir, for new entrants to enter this consumers can switch anytime
2019) market to substitutes.
(-3) (+2) (-2)
Local companies that enter this In a market as saturated in In a market where brand
market try to sustain for as long as terms of competition as this, it loyalty does not exist much,
they can despite of all struggles is extremely difficult for new consumers would not stick a
and challenges, which is why they entrants to stand out in terms particular brand out of loyalty
do not wish to quit the market in of what they offer or how they but would much rather switch
short periods do it to other brands if given the
(-1) (+2) opportunity
(-3)
In a market where customers will It will also be a struggle for There is not much threat from
switch to brands offering them the new entrants to compete with foreign brands, as they do not
most discounts and feasible rates, already established players in enter the market or do not
there is little to no existence of the market in regards to the sustain long if they do, i.e,
brand loyalty. economies of scale they UberEats, so that threat does
(-2) achieve. not bode much trouble for
(+2) HungryNaki
(+2)
There is very little scope of New entrants will also need a Given how little of a market
diversifying product value in such very long time to identify and share they hold, Hungrynaki
a market as the all players in this establish themselves in a will definitely have a tough
market have one thing to offer market which is already led by time battling their substitute
(+2) players that are well known brands, i,e, Pathao Food and
(+2) Foodpanda in terms of how to
integrate strategically planned
advancements
(-2)
Average: -2 Average: +2 Average: -.5
High Unfavorable High Favorable Low unfavorable

Bargaining buyer of powers
Since there are a substantial
number of options to choose from
in the market, buyers will have a
solid bargaining power
(-3)
There is not much scope to obtain
competitive advantage over the
rivals for Hungrynaki
(-2)
The bigger players in the market
have achieved so much
economies of scale such as
Pathao Food and Foodpanda, that
they can provide tremendous
discounts which will lure the
customers in to their court, and
that will be a huge struggle for
HungryNaki
(-2)
Average: -2.33
High Unfavorable
Food Delivery Service Industry of Bangladesh
Forces High
Threat of new entrant
Threat of substitutes
Rivalry among existing
companies
Bargaining power of suppliers
Bargaining power of buyers
Complementors
Bargaining power of suppliers
In only certain cases do food
delivery services get affected
heavily by the influence of
their suppliers so its safe to
say Hungrynaki is in a
favorable position here
(+2)
Hungrynaki does not have to
rely on third party suppliers
and do not have to go through
the hassle of any form of
backward integration either
(+2)
Average: +2
High favorable
Medium
x
x
x
x
x
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Complementors
There are not many
complementary products in
regards to food delivery
services, so in this case,
Hungrynaki can rest assured
when it comes to
complementors
(+3)
Even if certain
complementary options are
introduced such as restaurants
doing their own deliveries,
people will still prefer
HungryNaki due to the free
delivery it provides.
(+3)
Even though there are not any
barriers for complementors to
enter the market, it won’t be a
feasible choice from a
customer’s point of view to
resort to them
(+1)
Average: +2.33
High favorable
Low
x
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Hungrynaki’s Current Consumer Profile

The market of Hungrynaki is segmented based on,
1. Geographic Segmentation: By city and neighborhood
2. Demographic Segmentation: personal attributes such as age, marital status, gender, ethnicity,
sexuality, education, or occupation
3. Behavioristic Segmentation: How people use the product, how loyal they are, or the benefits
that they are looking for.
4. Psychological segmentation: Lifestyle- concern about environment and sustainability.
Geographic Demographic Persona
Area: Urban and suburban Age: Psychographic:
➢ Metropolitan ➢ 10-18 Attitude/Feelings- Positive but
➢ Urban ➢ 19-35 not highly positive.
➢ Sub-Urban ➢ 36-50 Lifestyle:
➢ 50+ 1. Interactive Party Animals
Location: Dhaka, Income (Monthly): 2. Stay busy with works
Chittagong, Sylhet, ➢ Mid income group 3. Outgoing Socializes
Narayanganj and Cox’s 10-20k BDT 4. Rushing Adrenaline Addicts
Bazar 20-35k BDT 5. Workaholics
➢ High income group 6. Outgoing Socializes
50-65k BDT Personality traits: Gregarious,
65-75k BDT Authoritarian, ambitious
75k and above Preference:
Family size: ➢ New items on the menu
➢ Single or Bachelor ➢ Food from different
➢ newly married, restaurants
➢ Parents and one child ➢ Low pricing and good quality
➢ Parents and two children combination
➢ Combined Family ➢ Tasty and high quantity
Education: combination
➢ Primary level education ➢ Less or no delivery charge
➢ Secondary level Values: Intellectual autonomy,
education Mastery, affective autonomy,
➢ Undergraduates Hierarchy
➢ Higher studies after Behavioral: Advocates and
undergrads Pragmatic
Occupation: Volume:
➢ Young professional ➢ 5-7 times a month
➢ University student ➢ 7-10 times a month
➢ College student ➢ 10+
➢ Politician Benefit: Uniqueness, different
➢ Office going people from other food services,
voucher codes
Loyalty Types: Split loyalty,
Brand loyalty

Gend
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Marketing Mix of HungryNaki

Product: Hungrynaki is a food delivery service that operates online. Hungrynaki ensures a safe,
delicious, and exclusive eating experience without the hassle of travel or preparation ahead of time.
People can use the Hungrynaki website or mobile app to order food from their favorite restaurants.
As Daraz recently bought Hungrynaki, there are some changes in their system now. They are
working to improve their infrastructure. Now the goal is to reach out to more customers and
delivery fast. Md. Raihadul Haque, an employee of Hungrynaki shared with us that Hungrynaki is
now trying to reach out to customers of every city in Bangladesh. They are trying to deliver the
food faster than other delivery companies. By following our location Hungrynaki shows us the
nearest restaurants. The company is now giving lots of deals to customers. The Hungrynaki panel
team meets with restaurant owners and confirms the deals. Sometimes they call the customer to
check whether they like the food and service or not. They also added customer service, which
anyone can call and talk to their customer service agent from 7 AM to 9 PM. The website and app's
core color is orange, which is a good thing because orange color attracts people and increases
hunger by stimulating our brain. But the app interface is not so user-friendly.
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Place: Hungry’s food delivery service is currently serving all over Dhaka and in Chittagong,
Sylhet, and Narayanganj. But in the future, they are planning to expand all over the country.
According to Md. Raihadul Haque Hungrynaki in Dhaka alone has more than 250 riders working
day and night. In other food delivery companies after the order is placed through the app then the
order is confirmed directly to the restaurants and later the rider calls the customer only a few
minutes before coming to the location. For example, Foodpanda. On the other hand, in Hungrynaki
when the order is placed through the app a confirmation call from the customer service is given to
the customer to confirm the order then after the confirmation rider calls and places the delivery.
Nowadays Hungrynaki is trying to improve its delivery services so that the customers are satisfied
with their services and keeping customers satisfied is their main goal for now. For that, they are
trying to deliver the food faster. They are trying to deliver the food within 30-45mintues. If an
order takes more than 40 mins to deliver then the rider is questioned immediately why he couldn't
reach the time limit. To motivate the rider, they are giving more money than other companies for
per order delivery. If a rider delivers a product by cycle, he gets 45 TK per package and if he
delivers by bike then he gets 55 TK per package. They aren’t only getting per package money but
also getting a monthly salary. Hungrynaki offers a full-time job to the rider. Thus, they are getting
a monthly salary of 8000tk salary. But they need to stay online to get that salary. Hungrynaki offers
a lot to motivate the rider. Some riders don’t follow Hungrynaki rules and do not show manners
to the customer. To solve this issue Hungrynaki is currently using a call patch app to track the
communication between rider and customer.

To register as a rider of Hungrynaki a person has to follow some rules and need to submit some
documents. These are:
• Picture of the rider is a must
• If the person registers with Bike then he needs to submit a bike license.
• Have to share NID card photocopy
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• A rider can’t use any other online food delivery service app on that same phone. For
example, Foodpanda, Shohoz, and others.
Riders can’t use any other food delivery service app because it is against company policy as this
is a full-time job and they are getting a salary accordingly.

Price: In the app of Hungrynaki all the prices are mentioned clearly of all the food and even the
total price with delivery charges are mentioned to the customer before placing the order and there
are no hidden charges. Hungry used to take delivery charges for every order but recently they are
giving free delivery services. In the past Hungrynaki was focusing on slow growth. Now they are
trying to grab the market that’s why they are giving discount coupons. To stay on top of a
competitive market discount strategy is something every food delivery company is focusing on.
As they are facing high competition from other renowned food delivery companies, they adopted
a competitive pricing policy. To give customers value they also follow value-based pricing.

Currently, they are following these methods of payment:

• Cash on delivery
• Payment via Debit or credit card
• Mobile Banking - Nagad, Bkash

Promotion: Promotion is an important tool for every company. Promotion plays an important role
in creating brand awareness and for promoting its current offers as the market is getting so
competitive nowadays. Hungrynaki promotes all its upcoming offers on all social media platforms
like Facebook, Instagram and also sends text messages. Over the years they have failed to
communicate with their customers but recently they changed their way of communication. They
are doing better promotions and communicating well. The company is focusing on content
marketing recently. In content marketing, they are sharing attractive and informative content using
 P a g e | 15

their social media handles to attract customers. Content marketing creates an impact on our minds
and can offer pure entertainment. Before the Covid-19 situation, they did many university
activations programs to target the youth. They visited North South University and some other
universities as well and organized so many contests and games under there for better promotions.

Recently Hungrynaki worked a lot on their communication method and promotional activities.
Their recent lockdown-related contents are very attractive. Nowadays every food delivery
company focuses on a discount strategy. Hungrynaki is trying to give exciting discount offers
according to festivals and national holidays. Recently they shared a promo code “KLSHADHIN”
in Chittagong and Dhaka city during the month of Independence. Hungrynaki is giving a cashback
offer as well. For example, 10% cashback is someone pays using the Nagad mobile banking
system. To get new customers the brand is giving a special offer that is 50% off on the first order.
Hungrynaki is trying to collaborate with food bloggers for better promotions. Daraz and
Hungrynaki partnered up for an event named Good vibes only, which took place in Radisson Blu
Dhaka Garden.

Opportunities
O1. Expanding places for home
deliveries
O2. Add more variations of
restaurants
O3. Need to increase the time of
delivery service
O4. Add more payment
methods
O5. Signed contracts with other
agencies like Daraaz, Alibaba
and etc.
O6. Increase in customer
loyalty programs
Swot Tows Analysis
Strengths
S1. Very first player in the
delivery at your doorstep
services in Bangladesh.
S2. Positive brand image
S3. A dedicated customer
services
S4. Trained people for
making home deliveries
S5. Good organizational
structures and managers
S6. Delivery is free
S7. Good and clean
packaging
S8. Better payment system
SO
S1O6. There are a lot of
international companies like
UberEats (past), Foodpanda
but Hungrynaki is the first
Bangladeshi company so
customers prefer this one.
S8O4. Supports online
payment methods like
Bkash, visa, master card &
also cash on delivery.
S3O5. Use their existing
facility to capture the local
growing market as much as
possible to increase sales
and profits.
P a g e | 16
Weakness
W1. Area restrictions
W2. No new adaptive
strategy
W3. Poor marketing and
lack of proper positioning
W4. Price differences in
menu and app services
W5. Low online presence
W6. Limited range of
restaurants offered
W7. No delivery service
after 11 pm
WO
W1O1. They can increase
their presence by reaching
out to areas where they are
not currently providing
services such as in Badda,
Khilgaon, Rampura, Wari,
Old Dhaka & etc.
W6O2. By increasing their
variations of restaurants
offered in their apps like
adding home catering foods.
W7O3. Should deliver after
11 pm & also on occasions
like Ramadan by offering
Sehri meals late nights.
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Threats
T1. Increased potential
competitors in the market
T2. Present customer base is
low
T3. Change in economic
conditions
T4. Negligence of potential
customers
T5. Increasing health
consciousness
ST
S3T2. Customers shifting to
other apps due to low range
of restaurants offered & no
late-night deliveries.
S6T3. Try to keep cost
down as much as possible
due to the sudden increase in
cost with the economies of
scale production.
S7T5. Due to the Covid-19
pandemic, they should start
providing hygienic
packaging to customers.
WT
W2T1. Solidify their online
presence to shape consumer
behavior during the
pandemic. Use emotional
content online to bond with
consumers. It may also
attract sales with these
contents.
W5T2. Improve marketing
and branding to fight the
threat of emerging
competition in the market.

Swot-Tows Analysis

Turnaround Strategies for Hungrynaki

The term "turnaround plan" refers to the process of converting, changing, or transforming a loss-
making business into a profitable one.
The following are the signs that an enterprise must adopt these turnaround strategies in
order to survive:
1. Continuous losses
2. Declining market share
3. Persistent negative cash flows
4. Wrong corporate strategies
5. Poor quality of functional management
6. Uncompetitive products and services
7. High employee deterioration rate.

Hungrynaki had the first-mover advantage initially as it was the only food delivery service in the
country. Later on, when other food delivery companies entered the market, it became very
competitive due to the presence of local and global food delivery companies. As a result,
Hungrynaki was struggling for high competition. They lost a lot of market share. So, it's very
important to apply a turnaround strategy at this stage or else Hungrynaki won't be able to survive.
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Consolidation Contraction

• Young adults, kids, and office-going
people are fond of restaurant foods more
than Old age groups. Young adults, office-
going people, and newly married people
use online food delivery services the most.
Hungrynaki currently offers only food
delivery services. If they launch two new
segments of Groceries and Medicine then
they will be able to target new target
markets. Housewife or the person who goes
shopping for groceries will buy from
Hungrynaki online grocery Shops.
Ordering medicine just using a phone is not
something familiar. This option can really
help a lot of people.
• Hungrynaki app interface is not very user-
friendly. So, we can change the app
interface to make something that will not
only be user-friendly for all age groups but
also attractive.
● Most of the online food delivery services
are not working smoothly because of some
unskilled riders. People don’t like to get their
food delivered late. Thus, food delivery
companies should check on their riders.
Hungrynaki is not an exception here. They
should be more careful about their riders. They
can motivate their employees and riders by
giving them an incentive and work holidays. If
any employee or rider creates much trouble,
Hungrynaki should fire them.
● In some places of Bangladesh, people do
not use online food delivery services much.
The reasons are they live in a place where all
the restaurants are situated or they are not
introduced to the internet service yet.
Hungrynaki should do some research and find
out places where people don’t want to or less
using online food delivery services. After
finding these places, it would be best if they
provide fewer riders to these zones. Keeping
high amount riders into the zone means they
need to pay them more as Hungrynaki provides
a full-time salary to their riders.

Growth Strategy for Hungrynaki

Hungrynaki is trying to expand its business in every corner of the country. They are trying to
convince their customers that the service of Hungrynaki is easy to use and super-fast. Hungrynaki
can grow their market easily using product development, market development, and market
penetration. The highest risk is in selling new products to new markets. Risk of selling existing
products for existing markets going to be the least. Selling new products to existing markets and
selling existing products to new markets both fall under medium risk.
 P a g e | 19

Market Penetration: Hungrynaki is giving food delivery service in Dhaka, Sylhet, Chittagong,
Narayanganj, and Cox`s Bazar area. We can ensure more availability in these areas. For instance,
I tried to use the Hungrynaki app in the Sayed Shah Road area of Chittagong district, but according
to my GPS location, their service wasn’t available there. On that contrary, we can say that we have
to develop the business in the existing market first. Designing the current website and app in a
better way and making user friendly can be an excellent improvement as well. We are changing
the name of current food segments in the app to “Foodlagbe”

Product Development: Product development helps to target new customers. Hungrynaki grocery
delivery service and Hungrynaki medicine delivery service will help to expand the business a lot.
If we think about the present Covid-19 situation, getting groceries and medicine on the doorstep
just using smart devices will be a blessing for people. At first, we will introduce these in existing
markets. We will name the grocery shopping segments “Grocerylagbe” and the Medicine shopping
corner “Medicinelagbe.”

Market Development: Hungrynaki food service not available all over the country. It’s just in
some districts of Bangladesh. We are planning to reach every district. By expanding Hungrynaki
will get a higher market share and will increase its position in the market of the food delivery
industry. Hungrynaki can do some market analysis and then start expanding into many districts of
Bangladesh. For example, Rajshahi, Barisal, and many more.
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Bowman’s Quality Perception Clock and Justification

Hungrynaki.com is an e-commerce-based food delivery platform that started back in 2013. We
suggested turnaround strategies and growth strategies to bring some changes. According to these
strategies, Hungrynaki will introduce new products and services. Hungrynaki can follow the
hybrid strategy. Hybrid company strategy is used to describe those who have shared capital and
have limited responsibilities. Earlier they were more poor service, but they improved a lot. More
options introduced to the customers to step out during this pandemic situation. They can plan to
deliver all the groceries and daily essentials to the doorstep.
As the pandemic continued for an extended period, many of our customer's houses were far from
the super shops and medicine shops. It was nearly unsafe for them during lockdown to get
medicines and keep that in mind. According to our suggestion, Hungrynaki has also added a
grocery shop and medicine shop option on the app. They will deliver to areas that were outside our
delivery boundary. COVID-19 has created a massive financial crisis for many of us. We
acknowledge that it’s not only us but also the customers going through the same issue. We suggest
making the price range affordable for everyone and planning to keep the pricing according to
customer's demand as customers should be the core priority. Hungrynaki is trying its best to make
the services better through competition analysis. They intend to expand the business into new
places so that their services can reach most of the customers.
Foodpanda has been able to position its current products in a low range to its consumers, and for
the low price it charges, the perceived quality is medium to consumers. Foodpanda stands in
position 2 for its low cost. Cost minimum strategy is being used by Foodpanda so that they can
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take advantage of economies of scale. Their strategy is to produce in bulk and sell in volume.
Despite having a low profit margin on each of the items, they can earn an overall high profit.

Price v/s perceived value position as per bowman's strategy: Current Services - Shohoz app
offering provides new ticket services by which you can easily book your bus tickets from the app
to visit any cities, which is convenient for the customers during this pandemic. They are focused
on adding up their services with new things, which makes them in position 4. Customers are more
prone to book their tickets from them.
Price v/s perceived value position as per bowman's strategy: Current Services- Since
Hungrynaki is being acquired by Daraz, so it makes it a hybrid company. The heat of pandemic
felt by the management and providing services in many areas even after competing with Shohoz
foods and Food panda.
New Customer Profile Table: PRIZM format
Food Service:
Target market- Busy bees, Munches
Groceries:
Target market- Busy Bees, House makers
Medicine:
Target Market- Busy Bees, Out of the blue
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New Target Market Strategy with Justification

Delivery services are popular among the young adults or people with active social lives and new
careers as there is little to no time to think about what to make for dinner, let alone buy groceries.
Some restaurants deliver their food themselves but not all. The introduction of these delivery
companies has now become convenient for the customers to enjoy the food at home without going
to the restaurants under one roof.
As the Covid-19 pandemic broke out a lot of people stopped ordering online so HungryNaki had
to change their operating style thus, free delivery option was introduced. So instead of going to
restaurants to eat, a lot of people started ordering online as it more efficient and can maintain social
distancing.
New Target Market Strategy and Positioning Statement
Customer profile summary
Geographic Demographic Persona

Area: Urban and suburban, Age: Range 15-54 Psychographic:

Metropolitan
Location: Dhaka,
Chottogram, Khulna,
Rangpur, Sylhet, Rajshahi,
Barisal, Mymensingh
Attitude/Feelings- Positive
Gender: male and female Lifestyle:
1. Interactive Party
Income (Monthly): 2000- Animals
300000 BDT 2. Outgoing Socializes
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Family size: Single, young, 3. Rushing Adrenaline

married, married with
children/ no children,
married with older children,
empty nesters.
Education: primary level
education, Secondary level
education, graduates.
Occupation: White collar,
undergraduate students,
graduate students, Corporate
Addicts
4. Workaholics
Personality traits:
gregarious, authoritarian,
ambitious
Preference: New items on
the menu/ variations of
restaurants/ low pricing/
good quality and quantity of
food
Values: Intellectual
autonomy, Mastery,
affective autonomy,
Hierarchy
Behavioral: Advocates and
Pragmatic
Volume: 5-10 times a
month
Benefit: Uniqueness,
different from other users.
Loyalty Types: Split
loyalty, Brand loyalty

Delivery services are popular among the young adults or people with active social lives and new
careers as there is little to no time to think about what to make for dinner, let alone buy groceries.
Some restaurants deliver their food themselves but not all. The introduction of these delivery
companies has now become convenient for the customers to enjoy the food at home without going
to the restaurants under one roof.
As the Covid-19 pandemic broke out a lot of people stopped ordering online so HungryNaki had
to change their operating style thus, free delivery option was introduced. So instead of going to
restaurants to eat, a lot of people started ordering online as it more efficient and can maintain social
distancing.
So, we are following turnaround strategy and introducing new segments like medicines and
groceries so that it becomes easier and more convenient for the customers to get their deliveries at
their doorstep without going out.

Positioning Statement: According to customer profile and our growth strategy Hungrynaki is
trying to reach all group people. Hungrynaki trying to position in the customer mind in a way that
indicated the brand, the company care about customer satisfaction.
All over the Bangladesh we will deliver groceries, medicine, food with super-fast delivery system.
 P a g e | 24

Contexts: It’s the first food delivery service in Bangladesh

USP: After placing order through the app it it’s not place directly as the customer gets a get from
customer care only then the order is placed
Action components: Different modes of payment (cash on delivery or online payment) ,
Customization, customer care services
The changes/ revisions to Hungrynaki’s current product and service offerings
HungryNaki will introduce two new segments in the app one is for grocery and another one for
medicine as these are two services that are essential nowadays as people avoid going to crowded
places. The delivery charge will be lesser compared to other food delivery services as their main
target is loyal customers and to become one of the top food delivery services in the country.
HungryNaki planning team will talk with super shops and local shops and after that affiliated shops
will get placements on the app so that orders can be placed online. After getting the order through
the app, the Hungrynaki customer care team will confirm the order, and then a delivery guy will
deliver it to the given location. HungryNaki is working on improving its delivery services. They
are trying to ensure all the orders are delivered within 45 minutes. In the past, their target was
within one hour which was a lot of time and that encouraged customers to choose other delivery
options like Foodpanda, Pathao food, etc as they deliver faster.

HungryNaki will work on its app interface to make it more user-friendly. The app will have two
modes one will be light mode and another one will be dark mode as it differs from user to user
which mode, they prefer for using. Customer satisfaction is one of their major goals. For service-
based businesses it’s very important to ensure the service is very good and customers are happy.
To keep the riders happy is important too as they are playing such an important role in delivering
the product. Thus, they are getting a monthly salary which other food delivery service companies
don’t follow. HungryNaki is not only paying a fixed monthly salary but also gives a higher
commission per order so that the riders give their best service.
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New Product Value Proposition for HungryNaki

Grocery Store

POD Core Level Augmented Level Potential/Future Level

Attributes Online Easy segmentation Virtual Tutorials

Shopping of products

Benefits Functional Easy to order Personalized product Voice Command feature

category

Emotional Takes less time Efficient Shopping Effective Shopping

Experience Experience

Benefits Functional Doorsteps Contactless delivery Drone delivery (Non-

delivery human touch)

Emotional Less hassle Feel happy as it will be Safest option for shopping
more safe

Medicine Store

POD Core Level Augmented Level Potential/Future Level

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Attributes Online order of Proper segmentation of Virtual Assistance for

medicines medicines consumers

Benefits Functional Online medicine Clear options of medicines Virtual Guide for
24/7 with names and details medicines

Emotional Reliability Ease availability of Guaranteed Customer

medicines Satisfaction

Benefits Functional Efficient Discounts on specific Personalized promo

delivery seasons codes

Emotional Less money More loyal and consistent Delightful Shopping

spent customers experience

Innovation Adoption Curve for HungryNaki

Moore’s Perspective focuses on Techies and Visionaries whose market segments witness fast
growth. Afterward, it gradually slows and often completely stalls.

Techies: This group of people are more tech savvy. They try to do new things. They usually pay
a substantial amount to try out new products and services. In any industry, they are the first mover
customers. They feel no risk of getting their money into losses. They do not look for reference
 P a g e | 29

groups. HungryNaki’s IMC should be improvised to attract this group. Through the new and
improvised IMC tools awareness will be created towards them. For our online store and online
medicine shop first, they will be introduced will key benefits targeting them.

Visionaries: Technology is the main key of Hungrynaki. Despite the fierce competition from the
rocket internet rival foodpanda in every way hungrynaki already made a name for their distinct
approach to customers. Their only priority is to deliver the best service to their customers. IMC
should think of the other alterations in this segment.

Pragmatists: Pragmatists are people who think practically. Their primary deal is motive.
Pragmatists work as different reference groups as well. They look out for value for money all the
time. To fulfill IMC (Integrated Marketing Communications) every enterprise should keep in mind
about the pragmatists. HungrNaki should ensure best value for money for the pragmatists.

Conservatives: This group of people stay back a little compared to the other groups. They take
decisions on the basis of review of pragmatists. Pragmatic customers should be prioritised and
served properly, then conservatives will automatically come forward to avail our new online store
and online medicine delivery services.

Furthermore, in Roger’s Perspective, the main differentiating factor is the readiness of the audience
to accept technologies. Our goal is to take our disruptive idea into the mainstream. For this reason,
we believe it will be wise to target Innovators and Early Adopters for our new offerings. A wide
number of Early Adopters turns into a wide number of Early Majority.

Innovators: This segment of audience is willing to adopt new perspectives. They like to try the
bumpy ways and love new trendy innovations. As people go along with trends nowadays even if
it costs a little more. They happily accept the new changes.

Early Adopters: This segment of people are the opinion givers. They try out new things and
review them. They try to influence people both in positive and negative sides. They set trends in
society. They can intensify different aspects of services. They will most probably like our new
services.

Early Majority: This segment of people are average risk takers. But they need reference from the
early adopters who have already availed our new service offerings.

Late Majority: This segment of people usually do not like taking risks and they tend to accept
new alterations once it's accepted by everyone around them. They also research reviews and
testimonials before taking services. Old services usually attract them the most as reviews already
exist but new products are accepted once it’s accepted by others.

Laggards: They are highly constant in terms of getting existing services from the companies. They
often are forced to break the traditional method of getting services. As they are older fashioned in
terms of availing services. We’ll try to convert them as our customers as much as possible.
 P a g e | 30

Chasm strategies for Our Extensions

1. Bowling-Alley Strategy: We are targeting visionaries and techies for our expansion. Our aim
is to maintain our WOM (Word of Mouth) marketing and induce organic reach among the
consumers and customers as much as possible. We should also create as many testimonials and
reviews as we can. We will start with mass segmentation as our target is to tap into rural and
suburban areas within 64 districts of Bangladesh. Our bowling market will be targeted
according to household income. The two major categories are 15,000 BDT -50,000 BDT &
above 50,000 BDT.

Marketing Strategy Bowling-Alley Strategy

Mission Creating HungryNaki a household name in Bangladesh

Target Marketing Income-

· 15000 BDT -50,000 BDT

· Above 50,000 BDT

Marketing Mix Service –

• Online Store
• Online Medicine Store

Price - Convenient price for the customers.

Place - Takes place in 64 districts through distribution channels.

Promotion-

• OVC made by famous influencers

• Promotional contents for social media
• Special day campaigns
• Strategic partnerships & collaborations
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Media Message will be delivered through several mediums:

· Online and offline advertising

· Billboards and banners

Social community

· Social Media

2. Invasion Force Strategy: We realize that to convert pragmatists we need to earn their trust
and value. For ensuring value and trust for products and services HungryNaki can partner with
big established brands. With proper collaboration of the invasion force strategy HungryNaki
services can skyrocket in no time.

a) Develop the whole service packages:

· HungryNaki + Superstores (Swapno, Meena Bazar, Agora, Unimart): We can connect with
the superstores to provide all the necessary essentials in due time. This will help our brand to have
access to everything our customers are looking for right in one place with fast delivery. Through
this co-branding, we plan to create a better everyday life for our customer.

· HungryNaki+ Pharmacies (Lazz Pharma, Tamanna Pharmacy, Springwell Pharmacy):

We can collaborate with Lazz Pharma, Tamanna Pharmacy, Springwell Pharmacy and with other
famous pharmacies. So, they can offer their pharmaceutical products to our customers. These
pharmacies have large distribution networks over the country. They will offer distinguished
products to our customers. The customers will get significant offerings from these pharmacies. All
the necessary pharmaceutical items will be catered to our customers. The goal is to make win-win
partnerships for all the stakeholders through co-branding. They will take off the inventories and
we’ll take care of the packaging and intense delivery channel.

HungryNaki+ Hospitals (Square, United, Evercare):

We can collaborate with different branded hospitals for better service provision to consumers and
customers. Hospitals can provide additional support of online medical check-up, doctors,
emergency medicine support. We can collaborate with the hospital's team and use this partnership
to leverage co-branding benefits and develop efficient services.

HungryNaki+ Local Grocery Stores:

We can collaborate with the local grocery stores to gather the maximum amount of market shares.
Usually people tend to order groceries from the nearest grocery stores. So, if daily needs grocery
items are available online, people will buy it for their convenience. Users of HungryNaki will
 P a g e | 32

prefer it in terms of getting the product delivery faster. Local stores will take care of the inventory
and HungryNaki will take care of the delivery. By doing partnerships with the local grocery stores
HungryNaki will gather many new customers. Also, through these partnerships, HungryNaki will
reach the untouched market of superior online shopping experience.

b) Different Usage Considerations: To establish pragmatist’s conversions we must ensure

different usage considerations. New tactics can be adapted and updated to create an overall
better service experience.

Personalised Profiles:

Fully customizable individual profiles for personal grocery preferences, medicinal choices, health
options and alternatives will help consumers to get convenience and flexibility over the usages of
apps and websites.

Convenient usage of App/Website:

Better development of apps with newer toggling options and features will enable users to have a
very easier and better experience all over the country. The app and websites UI and UX will be
developed in such a manner that it becomes convenient for the consumers and customers daily
usage.
Relationship marketing strategies
Relationship marketing is a strategy that is carefully designed to ensure customer loyalty,
satisfaction, long-term engagement, and interaction. It is designed in a way that customers' needs
and interests are satisfied as it promotes open communication with customers. Hungrynaki has
been in the food delivery service for quite some time. After doing market research they can work
on segments that will target new customers. As loyal customers are important for any business.
They need to satisfy their loyal customers and have to attract new customers.

Relationship strategies which will be used by Hungrynaki are given below:

Mass customization: Hungrynaki will design their app in a way to maximize user satisfaction
where they will have several options like delivery options whether they want to take away from
the restaurant or get delivery. They will also add different payment methods like cash on delivery,
payment via debit or credit card, mobile banking options Bkash, Nagad, or Rocket. After getting
an order Hungrynaki customer care team calls the customer to confirm their order then they
forward the order to the rider as this reduces the risk of cancellation or any wastage. Hungrynaki
is working to ensure delivery within 30-40 minutes. However, we are adding a feature using that
customer who wants their food to come a bit late as they cannot pick up now so while placing an
order there will be an option ‘schedule my order’ and at that time a call will be given to the
customer from customer service if the customer confirms then only it will be placed. Twofold
delivery options are available for the customer, one is “leave order at door or gate” which is a
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contactless method and another one is “home delivery.” That means Hungrynaki will have
different options for the user. Users are getting the flexibility of choosing from multiple options.

One to one/1:1 Marketing: Hungrynaki can do market research to know about their target market.
By collecting online search information and using the Facebook insight, the Instagram insight they
can know the interest of users to show content and advertise according to their interest. Hungrynaki
will give special attention to the customers. According to the behavior of their customer, they will
try to connect them. For example, the barber of the saloon we visit regularly knows which haircuts
we want.

Permission Marketing: Discount will be given to customers based on their special days like
birthdays, anniversaries, etc. The data will be collected from the app. They will collect information
about birthdate and marital status when a user creates their account in Hungrynaki. There will be
a consent option. They will take information only if users give their permission to take it. This
information can be used for email marketing or for offering promo codes. In the birthday week of
the user, they will get a promo code ‘Birthday Bash,’ using that their customer can avail 80TK off
on order above 680TK. On Valentine's day, we are suggesting not to leave single people behind
and to give special offers for them. They can provide a 10% discount on every order for single
people on valentine's day. There will be an option that after every 12 orders users will get a 12%
discount on the next order. Users can sign up for the loyalty program of Hungrynaki. They will
analyze in which time their customer is ordering and when they aren’t. Based on their consumption
time and type the Hungrynaki will show items to them. Also, by the following consent, Hungrynaki
customer care agents can call the customers and talk about offers that will be only for them.
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Some other Marketing strategies Hungrynaki can follow:

• Content Hubs: Content Hubs is the section of articles on Hungrynaki’s website that will
publish a series of articles to educate potential customers about their brand, offers, and how
they are different from other food delivery service companies and this section can be a good
read about the company. There will be health, fitness, and food-related articles as well.
• Email Marketing: From the app, Hungrynaki can collect the email id of the users. Hungry
can send promotional emails with their consent. They can also email with strong writing using
a quote or interactive content during different festivals like women’s day or before Eid.
• Data Analytics: After knowing the interest of Hungrynaki’s target customers with the help of
the Facebook insights, the Instagram insights they can show click on advertisements, 30
seconds advertisements according to the interest of the target customer.
• Content Marketing: Hungrynaki can also increase its sales using social media marketing. The
brand Hungrynaki can pay blog writers to mention their name in high traffic food-related or
delivery service-related blogs. Hungrynaki can share different types of content on social media
handles. With the help of the marketing team, they can run interactive content using IMC tools.
• Influencer Marketing: People trust bloggers and influencers a lot. Hungrynaki can use
bloggers and influencers for better promotion. After getting a recommendation from bloggers
many people will try Hungrynaki for sure. They can come up with hashtag challenges with the
help of bloggers. For example, #Boltenaboltefood challenge with Rafsan the chotobhai.
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• Storytelling: To make the experience interacting with customers Hungrynaki will encourage
customers to share their experiences with the hashtag “#nothungryanymore” and one lucky
winner with the most detailed review of Hungry’s delivery experience will get a voucher worth
300tk that they can avail from Daraz app for products worth more than 1200.
• Contest: Hungrynaki can offer some contests or hashtag challenges on Facebook, Instagram,
or TikTok. For example, to win a smartphone. On social media platforms like Facebook,
Instagram, there will be interactive content and they will announce contests monthly where
one lucky winner will get a promo code “khelahobe100” for 100 TK off that can be applied on
any order above 700. Hungrynaki and Daraz, in collaboration, can do online events like “Daraz
11:11.”
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• Retention Model Promotion:

We plan to introduce a consumer retention model that will not rely on direct promotional codes.
Our customers will receive an email containing their Purchase Invoice at the start of each
transaction. Any customer will receive a connection in each of their invoices. They must enter
their Invoice Number, which can be found in their mobile application, transaction history, or
email, after clicking the connection. They will join a simple survey network after entering the
invoice number, where they will fill out the details section with their common information, as
well as have the opportunity to check their food and leave a review about the service they
received. After they begin the survey, they will be given a one-of-a-kind promotional code that
is only valid for that particular user id. The code will be generated using software, and with
each survey completion, a new code will be generated. The unique code will allow the user to
enjoy a discount of flat 30% off for a minimum order of BDT 200 for their next 2 orders. The
unique code entitles the customer to a flat 30% discount on their next two orders if they spend
a minimum of BDT 200.

The following are the terms and conditions:

• The email's link must be used within 48 hours of receipt. Since the invoice ID entered is
invalid, the link will not work until the 48-hour cycle has started.
• The one-of-a-kind promotional code must be used over the next seven days or it will expire.
• When the exclusive promo code is applied, no other promo codes can be used.
 P a g e | 37

• There is no limit to how long a single user id can keep the code; the code is created each
and every time the survey is completed.

Strategies to convert customers from ‘Iron to Gold’ and then ‘Gold to Platinum’
Lead Customers into Iron Customers:
There is no reason to spend extra for them as they are already familiar with our services. They will
receive notifications through app- an automated message through emails, Facebook or a simple
message on the phone.
Iron Customers into Gold customers:
There are numerous ways to turn Iron customers into Gold customers. This includes finding out
what is most important to the iron customers and not accepting that it is the same thing that's
imperative to Gold customers--and at that point going to the particular variables that drive the iron
customers' fulfillment and behavior. HungryNaki should do intensive research on their
performance so that they can gain more customers and implement on it. When a customer orders
from them, for their next purchase they can give discounts or the delivery charge can be free so
that in the future they can use this offer and return to us. HungryNaki will also create emotional
and humorous content which will create emotional benefits for the customers along with functional
benefits.
Gold customers into Platinum Customers:

The most important requirement for turning Gold customers into Platinum customers is to fully
understand them and their individual needs. With an business-customers firm and a dedicated sales
force, this need is often met because the salesperson knows the business well enough to stay
 P a g e | 38

constantly in touch with the customers and to anticipate their needs. HungryNaki can give out
discounts in special occasions and also some offers from time to time to their customers so that
they have a reason to come back.

Competition Analysis and Strategy

Offensive Strategy and Defensive Strategy to fight the present competitors

In the food delivery industry, Foodpanda is the market leader currently. Pathao food is the market
challenger and efood by evaly is rising fast because of its wide market reach. Also, Shohoz food
is one of the competitors of HungryNaki in the Food delivery industry and Kludio is a growing
delivery service. HungryNaki is struggling to fight with the competitors after it’s falling out of
top-level management. With the passing of one of its co-founders and COO, the company went
into a devastating state, and thus they sold it off to AliBaba group (Daraz for Bangladesh). So, the
new HungryNaki can take some great strategies to fight with its competitors and gain significant
market share in the industry.
To fight with the competitors two offensive and one defensive strategy are given below:

Offensive Implementation
Strategy

Flank Foodpanda, being the market leader currently operates in almost every
Attack district in Bangladesh. Alongside, Pathao food is also expanding its
operations outside Dhaka. Efood with its parent evaly has a wide
established network outside Dhaka and will look into expanding as well
very soon. They are covering many restaurants in these rural cities but
they could not reach many locally famous restaurants and hotels in these
cities. However, as the prime focus for most of these established
competitors are centrally and they are competing with different strategies
here thus they are not focusing on rural areas heavily. Taking this blind
spot or a current existing weak point of competitors in mind,
HungryNaki can tap into the rural market and try making it one of their
core competencies with time. They can partner up with as many local
restaurants and hotels in these places to gain mass popularity and sales in
these regions. For instance, Sylhet’s “Pach Bhai” restaurant is very
popular locally and they have no online presence, getting them on board
and partnering up with them will create a massive response in those
areas. As Daraz(Alibaba group’s largest e-commerce Bangladesh) is one
of the largest (currently second after evaly but very recent market leaders
in e-commerce for the past few years) already has a wide reach
throughout the country with its wide delivery network in 64 districts in
Bangladesh, it will be easier for HungryNaki to tap into this flank attack
strategy. While tapping into these local markets, HungryNaki must keep
in mind its TG (Target Group|) and design its app and user interface
likewise as the rural area people need easy to use experience. They can
take great examples from fintech brand rocket and teleco brand Robi as
 P a g e | 39

they used this flank attack strategy to tap into rural markets and
successfully became strong market shareholders in those places.
Alongside, they can partner up with many local restaurants in urban
areas as well which are often overlooked by other competitors because of
their lack of online presence. If implemented properly, this strategy can
skyrocket for HungryNaki.

Guerilla Compared to the other food delivery brands and competitions

Marketing HungryNaki is still very weak in the market because of other market
entrants and high competition. However, being the first mover in this
industry, they can rebrand themselves as the new revamping of
HungryNaki and they can market themselves with positioning like ‘The
King Has Risen Again’ and with similar guerilla marketing techniques.
Gathering the mass attention of the customers is very crucial for the
brand at the moment and to do this different guerilla marketing strategies
will be very effective to gain maximum level of customer attention
within a short period of time. HungryNaki can run two types of guerilla
marketing strategies. Firstly, they can run different user-generated
content (UGC’s) to attain the customer's attention, engagement, and
sales. They can circulate several innovative contents on their social
media platforms. For instance, they can arrange giveaways by partnering
up with restaurants with Tag & Win and other user engagement tactics.
Random price and trade discounts can be implemented as well. With
different promo codes, free delivery, and free service a lot of other
innovative measures can be adapted. Other than that, HungryNaki can
make interesting billboards to attract customers locally. Guerilla
billboards are always an effective method to gain customer attention.
The difference is, other competitors are largely focusing on Urban areas.
HungryNaki will cover the whole of Bangladesh through their guerilla
billboards and banners. Through this strategy, HungryNaki will be the
talk of the town in all the cities of Bangladesh. Customers will think
about HungryNaki. The overall sales of HungryNaki will increase with
its market share gradually.

Defensive Implementation
Strategy

1. Divesting Firstly, HungryNaki will cut down all the unnecessary setups in the
Strategy company which is irrelevant for the business in the current scenario.
Being the first mover of the food delivery industry, it had created many
investments in the industry which are overtaken by other market entrants
and competitors with time thus closing down of those resources and
teams can help HungyNaki focus more on its current core competencies.
A large amount of monetary investment is associated with this and thus
 P a g e | 40

this strategy will save a lot of the cost for HungryNaki and make the
operations more efficient and effective. On the other hand, HungryNaki
will focus on its core competency. It will expand its operations in the sub-
urban and rural areas of Bangladesh. More acquisition of new customers
will take place. More customers will gather more revenues for the
company. The people of suburban and rural areas are still deprived of
food delivery services. New customers will be introduced to the food
delivery services and the market will slowly expand. Being first movers,
HungryNaki will position them as initiators everywhere which will gain
them mass popularity again. Furthermore, Bangladeshi people and market
is price sensitive. They decide to buy products or services mainly based
on price mostly. HungryNaki will give insane levels of discounts on food
on their platform and ensure value for money for their customers. This
step will increase the number of customers. After the preliminary stage,
suburban people will be habituated with the food delivery services. Then
the discounts can be cut down slowly and the effectiveness and efficiency
of this strategy can be measured thoroughly.

Strategic Graph of competition of HungryNaki and other food delivery services brands
 P a g e | 41

In the food industry, Foodpanda is the market leader in providing high-quality services. Besides,
their price range is also high. Pathao Food also provides a high level of service to the customers
and their price is comparatively higher than their competitors. Efood being the new entrant
provides high service quality with lower prices and Kludio on the other hand runs on a small scale
with very low price and high service quality. On the contrary, the current scenario of HungryNaki
is of low service quality and higher price and Shohoz food’s service is a bit better but it still
provides lower service quality with a high price. Considering the current situation, HungryNaki
needs to work a lot on their market and services to create a better perception in the eyes of the
consumers and customers.
 P a g e | 42

References

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Retrieved April 05, 2021, from https://asia.nikkei.com/Business/Food-Beverage/Alibaba-
buys-Bangladesh-food-delivery-service-HungryNaki

Ahmed, Z. (2020, June 10). Coronavirus: Economy down, poverty up in Bangladesh. Retrieved
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up-in-bangladesh/a-
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B4ravs

Asquith, R. (2019, July 19). Bangladesh 15% VAT implementation Jul 2019. Retrieved April 7,
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Dpgu0_mkzDYY

Babu, M. U., & Sajid, E. (2021, March 11). Alibaba group takes over hungrynaki. Retrieved
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210769?fbclid=IwAR3kZYAssTP8TknA9Jv2eQ7yAhh_omJzPPiU4VCHURoUKR41gVh
Nkv2QT74

E-cab. (2020). E-Commerce Policy Framework. Retrieved April 7, 2021 from E-cab: http://e-
cab.net/wp-content/uploads/2016/08/E-
Commerce_Policy_Framework_for_Bangladesh7.pdf?fbclid=IwAR1eSAmke1TpO1HM7T
KYx7_vNNwo3wTSVHGm4yO3ndvNR18Dpgu0_mkzDYY

HOSSAIN, I. (2021, January 12). Bangladesh records 4.5m new mobile users in 2020. Retrieved
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https://thefinancialexpress.com.bd/trade/bangladesh-records-45m-new-mobile-users-
in-2020-
1610424312?fbclid=IwAR2WJBtBpNRY6KJxzWsavB2OIsfMjldvqSMzyx0MpJKqoqreAMZU
9NdemKA

Kabir, F. H. (2020, December 5). Bangladesh sees big jump in internet users. Retrieved April 7,
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https://www.thefinancialexpress.com.bd/trade/bangladesh-sees-big-jump-in-internet-
users-
1607141018?fbclid=IwAR2lPH1Ir9Ci1Mg9VNHrF4pLb1iNjeMflbaxGoJGUlSZ4GuO0C4i30
8o2X8
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Muntasir, B. (2019, May 26). Meteoric rise of online food business. Retrieved April 7, 2021, from
Dhaka Tribune: https://www.dhakatribune.com/business/2019/05/26/meteoric-rise-of-
online-food-
business?fbclid=IwAR2pvEPZKlrQpVf7qKVIANTFLMosSiStZH74ox5lQPx7n17ukv6GhkCFTt
Y

New Age. (2019, June 15). 7.5pc VAT imposed on e-commerce services. Retrieved April 7, 2021
from New Age: https://www.newagebd.net/article/75368/75pc-vat-imposed-on-e-
commerce-
services?fbclid=IwAR2gO4BqnpGyiqVqv6n4KkgpfMiwoqfjwJ5nCl9_oXj246MbonQaehzK
AWI#:~:text=The%20government%20in%20the%20proposed,cent%20from%205%20per
%20cent

Shovon, F. R. (2020, September 23). Covid-19: Employment takes a serious hit in Bangladesh.
Retrieved April 7, 2021 from Dhaka Tribune:
https://www.dhakatribune.com/health/coronavirus/2020/09/23/employment-during-
an-economy-ravaged-by-covid-19?fbclid=IwAR0hFTDRJYcn6zraixVc6-RHpuR-
nAXNApQ1ygwzeHm2iAnNs2UsaA3rK38

বাাংলাদেদের ফুড ডডললভালর ইন্ডালি: Food delivery industry in Bangladesh [Video file]. (2021).
Bangladesh: Business Inspection BD. Retrieved April 05, 2021, from
https://youtu.be/7FmrGh9X8pA.
 P a g e | 44

Appendix:
Name: Md. Raihadul Hoque

Designation: Operations Executive, HungryNaki

Interview taken via meet

 P a g e | 45

Your Name: Tameem Chowdhury

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Md. Kashfi Farhat Taham Ahnaf Hasan Chowd

Mahin a Lamia ina T A. hury
Rahman Aman Akter Rahma Tareq Ahmed
Saquif n us
Salehi
n

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 4

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 4

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 4

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 4

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 4

others, to be in the same group with me
in the future.
 P a g e | 46

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 4;5 ___________

(Round average for each group member to two decimal places, e.g. )

Your Name: Kashfia Aman

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Md. Farhat Taham Ahnaf Hasan Chowd

m Mahin Lamia ina T A. hury
Chowdh Rahma Akter Rahma Tareq Ahmed
ury n n us
Saquif Salehi
n

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 5

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 5

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 5

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 5

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.
 P a g e | 47

10. I would choose this person, over all 5 5 5 5 5 5 5

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 5 ___________

(Round average for each group member to two decimal places, e.g. 4.

Your Name: Farhat Lamia

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Md. Kashfi Taham Ahnaf Hasan Chowd

m Mahin a ina T A. hury
Chowdh Rahma Aman Akter Rahma Tareq Ahmed
ury n n us
Saquif Salehi
n

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 5

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 5

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 5

meetings and the actual presentation.
 P a g e | 48

8. Participated in, and contributed to, all 5 5 5 5 5 5 5

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 5

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 5 ___________

(Round average for each group member to two decimal places, e.g. 4.25)

Your Name: Tahamina Akter

Assignment: MKT460 Final Report on Hungrynaki

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member #1 Member #2 Member #3 Member #4 Member #5 Member Member #7
Name: Name: Name: Name: Name: #6 Name:
Tameem Name:
Chowdhury Md Mahin Kasfia Farhat Ahnaf T Chowdhur
Rahman Aman Lamia Rahman Hasan A. Ahmedus
Saquif Tareq Salehin

1. Did his/her fair share of 5 5 5 5 5 5 5

the work that was required

2. Cooperated with other 5 5 5 5 5 5 5

group members

3. Shared responsibilities 5 5 5 5 5 5 5
and did not try to take
charge inappropriately

4. Completed his/her share 5 5 5 5 5 5 5

of the work on schedule

5. Always submitted his/her 5 5 5 5 5 5 5

best

effort

6. Communicated thoughts 5 5 5 5 5 5 5
and feelings effectively
 P a g e | 49

7. Was always well 5 5 5 5 5 5 5

prepared for meetings and
the actual presentation.

8. Participated in, and 5 5 5 5 5 5 5

contributed to, all relevant
discussions

9. Attended group meetings 5 5 5 5 5 5 5

when required to do so.

10. I would choose this 5 5 5 5 5 5 5

person, over all others, to be
in the same group with me
in the future.

The average for this person (1 to 5):

5.00

5.00

5.00

5.00

5.00

5.00

5.00

Your Name: Ahnaf T Rahman

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Md. Kashfi Taham Farhat Hasan Chowd

m Mahin a ina Lamia A. hury
Chowdh Rahma Aaman Akter Tareq Ahmed
ury n us
Saquif Salehi
n
 P a g e | 50

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 5

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 5

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 5

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 5

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 5

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 5 ___________

(Round average for each group member to two decimal places, e.g. 4.25)

Your Name: Hasan A. Tareq

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Md. Ahnaf Chowd

m Mahin T hury
 P a g e | 51

Chowdh Rahma Kashfi Taham Farhat Rahma Ahmed

ury n a ina Lamia n us
Saquif Aaman Akter Salehi
n

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 5

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 5

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 5

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 5

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 5

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 5 ___________

(Round average for each group member to two decimal places, e.g. 4.25)

Your Name: Chowdhury Ahmedus Salehin

Assignment: MKT _460_______Final Report on __HungryNaki_________________

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

 P a g e | 52

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Md. Kashfi Taham Farhat Ahnaf Hasan

m Mahin a ina Lamia T A.
Chowdh Rahma Aaman Akter Rahma Tareq
ury n n
Saquif

1. Did his/her fair share of the work that 5 5 5 5 5 5 5

was required

2. Cooperated with other group 5 5 5 5 5 5 5

members

3. Shared responsibilities and did not 5 5 5 5 5 5 5

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 5

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 5

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 5

effectively

7. Was always well prepared for 5 5 5 5 5 5 5

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 5

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 5

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 5

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 5 ___________

(Round average for each group member to two decimal places, e.g. 4.25)

Your Name: Md. Mahin Rahman Saquif

Assignment: MKT _460_______Final Report on __HungryNaki_________________

 P a g e | 53

Carefully evaluate the performance of each member of your group, excluding yourself, over the period of the group
project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Group Group Group

Member Memb Memb Memb Memb Memb Memb
#1 er #2 er #3 er #4 er #5 er #6 er #7
Name: Name: Name: Name: Name: Name: Name:

Tamee Kashfi Farhat Taham Ahnaf Hasan Chowd

m a Lamia ina T A. hury
Chowdh Aman Akter Rahma Tareq Ahmed
ury n us
Salehi
n

1. Did his/her fair share of the work that 5 5 5 5 5 5 4

was required

2. Cooperated with other group 5 5 5 5 5 5 4

members

3. Shared responsibilities and did not 5 5 5 5 5 5 4

try to take charge inappropriately

4. Completed his/her share of the work 5 5 5 5 5 5 4

on schedule

5. Always submitted his/her best 5 5 5 5 5 5 4

effort

6. Communicated thoughts and feelings 5 5 5 5 5 5 4

effectively

7. Was always well prepared for 5 5 5 5 5 5 4

meetings and the actual presentation.

8. Participated in, and contributed to, all 5 5 5 5 5 5 4

relevant discussions

9. Attended group meetings when 5 5 5 5 5 5 4

required to do so.

10. I would choose this person, over all 5 5 5 5 5 5 4

others, to be in the same group with me
in the future.

The average for this person (1 to 5): 5 ____ ____5__ _5_______5____ 5 ___________ 4 ___________

(Round average for each group member to two decimal places, e.g. 4.25)