Marketing strategies to increase the market share of a food delivery company
Nguyen Hoang Tuan, Anh (2014)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112230964
https://urn.fi/URN:NBN:fi:amk-2023112230964
Tiivistelmä
Foodpanda is a global platform for food delivery service in 40 different countries. The aim of the study is to utilize different market tactics to help Foodpanda to increase the market presence in Vietnam market. The thesis provides a better understanding of food delivery market and target customer’s behavior in Vietnam as well as defines different online marketing tactics to support Foodpanda to tackle the market and become the market leader. A number of marketing actions have been suggested that company could review and see if they would be applied to Foodpanda’s current marketing strategy.
The theoretical review consists of E-business and E-marketing literature. The concept of E-business and different E-business model have been described while E-marketing part includes strategies and tactics for different markets or target customers. The research methods are combination of qualitative and quantitative including both online interviews, survey as well as benchmarking from competitors.
The outcome of the study provides an overall picture about the Vietnam market along with customer behavior and recommendations in improving online marketing tactics. The study suggests that company should focus on target customer as office staffs and in order to approach them, different digital marketing channels such as Search Engine Marketing, Social Media Marketing, Affiliate Marketing and Mobile Marketing could be executed.
The theoretical review consists of E-business and E-marketing literature. The concept of E-business and different E-business model have been described while E-marketing part includes strategies and tactics for different markets or target customers. The research methods are combination of qualitative and quantitative including both online interviews, survey as well as benchmarking from competitors.
The outcome of the study provides an overall picture about the Vietnam market along with customer behavior and recommendations in improving online marketing tactics. The study suggests that company should focus on target customer as office staffs and in order to approach them, different digital marketing channels such as Search Engine Marketing, Social Media Marketing, Affiliate Marketing and Mobile Marketing could be executed.