Food Panda Phil. Inc.

Case Analysis
 Introduction
Food Panda is a mobile food delivery marketplace owned by Berlin-
based company Delivery Hero SE and operates in about 50 countries.
It is mostly active in Asia Pacific, Bulgaria and Romania. It is
headquartered in Berlin, Germany. The service allows users to discover
and select from local restaurant and place orders via its mobile
applications as well as websites. The company has partnered with over
115,000 restaurants in 246 cities and works with over 80,000 delivery
riders.
Marketing management issues in which there are several
challenges faced by Food panda in marketing their brand to
reach global customers. As a matter of fact, food delivery
service has already been established by fast food franchise
companies like Pizza hut, McDonalds, KFC and soon.
 PRESENTATION OUTLINE:
I. Viewpoint
II. Time Context
III. Statement of the Problem
IV. Statement of the Objectives
V. Areas of Consideration
VI. Alternative Course of Action
VII. Strategy Formulation
VIII. Action Plans
IX. Potential Problems
X. Contingency Plans
Viewpoint

Iacopo Rovere
Managing Director of Food panda Philippines
Time Context

The case takes place in the year 2021.

 Statement of the Problem
A. General Problem
 Mismanagement of Foodpanda app system that led to
miscommunication over its target market.
B. Specific Problem
 How food panda Philippines Inc. can improve its services and
delivery time without undermining the financial aspects of the
business.
 Technical Issues/problems such as software bugs, web errors,
traffic, rising security threats, back up issues, cloud confusion
and etc.
 Statement of the Objectives
A. General Objectives
 To addressed mismanagement issues by improving app system.
B. Specific Objectives
 To improve their marketing strategy used.
 To improve technological access and minimizing technical
issues
 To have a competitive employee such as IT’s, and have assigned
person in charge in every partner business such as restaurants or
establishment.
 Areas of Consideration

STRENGTHS WEAKNESSES

 Excellent platforms  Service availability

 Food and restaurant selection  Delivery time

 Various International brands  Uncontrolled service

 Areas of Consideration

OPPORTUNITIES THREATS

 Growing market  Increased potential competitors

 New partnerships and tie-ups  Change in economic conditions

 Customer loyalty programs/perks  Fraud

Alternative Course of Action
ACA #1. Foodpanda can make an improvement for the delivery
app system which can solve technical issues and glitches that cause
slow online order processing and delivery.

Advantages Disadvantages
Orders received in accurate Technical problems repetition
time
Consistent and clear delivery Temporary
process and directions
Better customer experience Technological changes over
time
Alternative Course of Action
ACA #2. Foodpanda can suggest to their restaurant partners to
provide another computer, Wi fi or any devices that will exclusively
only for receiving orders online and assign a person in-charge. This
device will be supported by software solution that links online orders
system and where food panda can send customer orders directly.
Advantages Disadvantages
Less spending time in taking online Expensive
orders
Organized Need to monitor and maintain
custom application
Increased productivity Technologies change over time
Alternative Course of Action
ACA #3. Foodpanda can conduct a regular training or seminars for
delivery drivers to make them informed on how they can reduce their
time to delivery but with safety guidelines. This will help foodpanda
delivery drivers to better understand their role and responsibility.
Advantages Disadvantages
Better customer experience Costly and time consuming

Quick, organized and safety delivery Improper training creates improper

results.
Performance and productivity Too much theory
enhancement
Strategy Formulation
ACA#1 Foodpanda can make an improvement for the delivery
app system which can solve technical issues and glitches that
cause slow online order processing and delivery.

 Using of HTML5, jQuery, and Google Analytics and developers.

 Create a Stellar Online Menu and offer promotions and coupons.

 Using of Cloud Telephony.

 Strategy Formulation
ACA #2 Foodpanda can suggest to their restaurant partners to provide
another computer, Wi fi or any devices that will exclusively only for
receiving orders online and assign a person in-charge. This device will be
supported by software solution that links online orders system and where
food panda can send customer orders directly.
 To assign Orders and Track Deliveries with Technology. It helps you
register the dispatch time, tracks your delivery staff, and analyzes the
time it takes for orders to get delivered.

 To ensure Clear Communication to avoid the delay of receiving of the

orders and any mistakes.

 To widen the mode of payment of Food panda deliveries.

Strategy Formulation
ACA #3 Foodpanda can conduct a regular training or seminars for
delivery drivers to make them informed on how they can reduce their
time to delivery but with safety guidelines. This will help foodpanda
delivery drivers to better understand their role and responsibility.

 To Outsource Delivery Drivers to reduce the delivery time.

 To have a standardized Delivery procedure to avoid any mistakes

of food panda deliveries.

  Providing great service of foodpanda.

Action Plans
ACA#1 Foodpanda can make an improvement for the delivery app system
which can solve technical issues and glitches that cause slow online order
processing and delivery.
Strategy Action plan Time frame

Used of HTML5, jQuery, Foodpanda make and use own unique web- From January 2022-
and Google page framework, that link to the partner December 2025
Analytics and restaurants/businesses.
developers.
Create a Stellar Online To assess customers with accessible Stellar From January 2022-
Menu that link to the Online Menu to directly order with the stelar December 2025
partner restaurants/ landing page (refer to strategy #1) that link to
businesses and offer the partner restaurants/businesses.We can also
promotions and offer promotions and coupons here.
coupons.
Using of Cloud To assess customers calls consistently. From January 2022- July
Telephony 2022
Action Plans
ACA #2. Foodpanda can suggest to their restaurant partners to provide another
computer, Wi fi or any devices that will exclusively only for receiving orders
online and assign a person in-charge. This device will be supported by software
solution that links online orders system and where food panda can send customer
orders directly.
Strategy Action plan Time frame
To assign Orders and To assess drivers’ performance and optimize From June 2023-
Track Deliveries with routes. December 2023
Technology.
To ensure Clear Ensure that your staff is appropriately trained in From June 2023-
Communication. communicating with the customers well over the December 2023
telephone and computers.

To widen the mode of To assess customers for their mode of payment. From December 2023-June
payment of Food panda 2023
deliveries.
Action Plans
ACA #3 Foodpanda can conduct a regular training or seminars for
delivery drivers to make them informed on how they can reduce their
time to delivery but with safety guidelines. This will help foodpanda
delivery drivers to better understand their role and responsibility.
Strategy Action plan Time frame
Outsourcing Delivery Drivers To reduce delivery time, outsourcing From January 2023- July
that already undertaking delivery drivers is an innovative way to 2023
foodpanda seminars and reduce the delivery time during
trainings. unexpected rush hours.
To have a standardized Assigned kitchen staff and delivery drivers From January 2023- April
Delivery procedure of foodpanda to avoid mistakes and match 2023
food content correctly for their delivery.
Providing great service To ensure that the food and add-ons are From January 2023-
flawless, and there is no spillage issue December 2025
Potential Problems
ACA#1 Foodpanda can make an improvement for the delivery app
system which can solve technical issues and glitches that cause slow
online order processing and delivery.
Action Plan Potential Problem

Foodpanda make and use own unique web- Technical problems/issues doing own
page framework, that link to the partner webpage/websites
restaurants/businesses.
To assess customers with accessible Stellar The payment or mode of payment.
Online Menu to directly order with the stelar
landing page (refer to strategy #1) that link to
the partner restaurants/businesses.We can also
offer promotions and coupons here.
To assess customers calls consistently. Poor Voice Quality
VoIP security issues
Potential Problems
ACA #2. Foodpanda can suggest to their restaurant partners to provide
another computer, Wi fi or any devices that will exclusively only for receiving
orders online and assign a person in-charge. This device will be supported by
software solution that links online orders system and where food panda can
send customer orders directly.
Action Plan Potential Problem

To assess drivers’ performance and optimize Negative consumer treatment/behavior for

routes. delivery drivers.

Ensure that your staff is appropriately trained in Time consuming.

communicating with the customers well over With High wages/salary
the telephone and computers.
Technical Problems Password threats and
To assess customers for their mode of payment. Security risk
Potential Problems
ACA #3 Foodpanda can conduct a regular training or seminars for
delivery drivers to make them informed on how they can reduce their
time to delivery but with safety guidelines. This will help foodpanda
delivery drivers to better understand their role and responsibility.
Action Plan Potential Problem
To reduce delivery time,outsourcing delivery Service delivery which may fall behind time or below
drivers is an innovative way to reduce the delivery expectation and management difficulties
time during unexpected rush hours. Lack of flexibility, confidentiality and security is at
risk
Assigned kitchen staff and delivery drivers of Fraudulent
foodpanda to avoid mistakes and match food
content correctly for their delivery.

To ensure that the food and add-ons are flawless, Bearing higher packing cost
and there is no spillage issue.
Contingency Plans
ACA#1 Foodpanda can make an improvement for the delivery app
system which can solve technical issues and glitches that cause slow
online order processing and delivery.
Potential Problem Contingency Plan
Technical problems/issues doing own Hire Web developers and IT professionals to maintain and can
webpage/websites fix some technical issues/problems that the site/page may
encounter and through that the site/page can be more
competitive advantage over its competitor like deliveryhero,
Zomato and grab.

The payment or mode of payment. We may implement the online payment, or e-payment to have
more accessible to order of the product of the restaurants
which is through food panda deliveries, they may reach the
customer. Pursuing of Gcash payment, e-wallet, e-pay and etc

Poor Voice Quality With the help of IT professionals, Update hardware

VoIP security issues
Contingency Plans
ACA #2. Foodpanda can suggest to their restaurant partners to provide another
computer, Wi fi or any devices that will exclusively only for receiving orders
online and assign a person in-charge. This device will be supported by software
solution that links online orders system and where food panda can send
customer orders directly.
Potential Problem Contingency Plan
Negative consumer treatment/behavior Execute a delivery management solution. You could
for delivery drivers. lose customer based if we didn’t identify delivery
issues before they impact the delivery experience,
especially this is food delivery.
Contingency Plans
ACA #2. Continuition
Potential Problem Contingency Plan

Time consuming. Yes, it is time consuming but we have an

With High wages/salary
alternatives solution for this, before we hire an
employee they undergo training, before they
sign contract, that’s the first thing, and second
one is we may conduct 75% training online for
several days and consume 25% for face-to-
face training. The third one is we may undergo
training in weekends.

Technical Problems Password threats
and Security risk.
Since in our contingency for ACA 1, Potential
problem 1 is to hire developers and IT
professionals to maintain system in line with
food panda, therefore I believe they may fix it
as soon as possible.
Contingency Plans
ACA #3 Foodpanda can conduct a regular training or seminars
for delivery drivers to make them informed on how they can
reduce their time to delivery but with safety guidelines. This will
help foodpanda delivery drivers to better understand their role
and responsibility.
Potential Problem Contingency Plan
Service delivery which may fall behind time Foodpanda can make a special public training for all
or below expectation and management delivery drivers nationwide to have deliveries to
choose who is qualified to delivering of food in
difficulties connected with foodpanda deliveries.

Making inventory one’s a month. And innovate

Fraud packaging when needed.
Improving Materials Storage and Packaging Lines,
Higher packing cost as your business grows, it’s natural that the number
of packaging materials you use will increase too.
Thank you for listening!

Prepared by:
Vilma O. Factor
Gaspar G. Sakirin