Marketing Plan for a Food Delivery Company: Case WL Food

Abstract

For the success of a business, it is imperative that business needs to understand its market, to provide service to the customers as per their wants and needs and to improvise, adapt and overcome the challenges with changing market dynamics. A marketing plan helps company to do that. The primary aim of this thesis was to explore how WL Food can develop its sustainable competitive advantage and marketing mix and capitalize on its potential by keeping its customers satisfied and help in overall success of the company. The theoretical framework includes different relevant concepts in marketing like marketing mix, branding and brand equity, segmentation, targeting, positioning, marketing strategy, and consumer relationship management. The information in theoretical framework was gathered through a mix of sources such as articles, books, journals, and various online sources. In addition to this, the thesis analyses the operations of WL Food with tools like SWOT, PESTEL, Porter’s Five Forces Model. A strategy for a sustainable competitive advantage and marketing mix was developed for the company. In the findings and conclusion, answers to research questions are presented in brief, where it is found that WL Food has its strong hold over the consumer niche it serves because of factors like pricing, availability and ease of using its service. It is also noted that consumer experience is one of the leading factors that can make or break a business.