Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
MBA Research Project
Abstract / Summary
Digital Marketing promises to be the big "game-changer" in commerce-not just in Pakistan, but across the world. It has turned around the design, consumption, and systems built to support traditional marketing in a significant way. But more so, it has introduced new tools, techniques and services that can be introduced on the e-commerce platform. FoodPanda is one of the world's largest online food ordering services. Despite a comparatively recent (2002) entry in the Pakistan Market, it has established a strong brand footprint in the urban market. Our project has been dedicated towards probing FoodPanda Pakistan's efforts in building and sustaining its brand domestically. The elements of its Marketing Mix, Obviously take a departure from traditional marketing practices. We have employed Complex Analysis to understand the elements in the FoodPanda Marketing Universe, the relationships within and between the elements and their driving forces, and the strategies that emerge from this interaction. These have been illustrated through a very comprehensive Complex Adaptive System Map.
Tahir, T. A., Rahman, N., Haqqie, S. U., Kukda, F., Usmani, H. A., & Abbas, M. A. (2015). Marketing strategy for foodpanda in Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/96
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