Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Fawad Mahdi, Visiting Faculty, Department of Marketing
Client
Foodpanda
Project Type
MBA Research Project
Keywords
Food Delivery Industry, Market Strategy, Corporate Clients, Customer Engagement, Operational Challenges, Technology and Innovation, Awareness and Adoption, Competitive Market
Abstract / Summary
The food delivery industry has seen significant global growth, including in Pakistan, due to technological advancements, changing consumer preferences, and the COVID-19 pandemic. This MBA project examines the global and Pakistani food delivery markets, focusing on foodpanda’s strategies and challenges, particularly in enhancing the foodpanda for Business vertical.
Global Food Delivery Industry
The global food delivery market is projected to grow from $569.1 billion in 2023 to $1.22 trillion by 2024, driven by key players like Uber Eats, Zomato and DoorDash. Growth factors include urbanization, smartphone usage, and the pandemic's influence. Technological innovations further optimize delivery operations.
Food Delivery Industry in Pakistan
Pakistan's food delivery market is expected to reach $1,991 million by 2024, with major cities like Islamabad, Lahore, and Karachi leading. Key players include foodpanda, Careem Now, Bykea and Eat Mubarak. The market is shaped by urbanization, digital penetration, and technological advancements.
Foodpanda’s Market Strategy and Challenges
Foodpanda is a major player in Pakistan, offering diverse services and facing challenges in operational efficiency, customer satisfaction, and market differentiation. The company aims to be the top meal delivery platform through innovation and strategic partnerships.
The MBA Project: Enhancing foodpanda for Business’s traction
This project focuses on increasing awareness and engagement among corporate clients for foodpanda for Business vertical. The research identifies market gaps, client perceptions, and effective marketing strategies.
Recommended Citation
Hamza, M., Qureshi, M. N., Fayz, M., & Rizvi, S. A. (2024). Creating awareness/traction with the right target audience for Foodpanda for Business (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/332
