What opportunities are there to sell its existing products or services to new customers?

MSIN0048 Understanding Management: Assessment 1 Individual Report (70%)
Deliveroo, a global online food delivery company operates in an aggressive competitive marketplace.
During the pandemic, profits increased but now with the return to dining-in the company must explore
bold strategic options to help secure successful longevity. You have been appointed by the Deliveroo
executive team to research into viable strategic options that could be considered with the main aim being
to assist with ensuring the long-term success of the company.
You will produce a business report that must contain the following information:
Introduction (approx. 100 words) – Introduce the report. Include a brief introduction including the
purpose of the report, the context and what will be covered in the report.
Situation Analysis (approx. 650 words) – in order to understand the current strategic position of the
organisation, conduct and present a SWOT analysis identifying the organisation’s strengths and
weaknesses in terms of its resources and capabilities, along with the opportunities and threats present in
the external environment. Having identified the relevant points relating to the Strengths, Weaknesses,
Opportunities and Threats, discuss the key points that will serve to support the long-term success of
Deliveroo. For example, how strengths could be used to take advantage of stated opportunities; how the
stated opportunities may help to overcome weakness; how strengths could be used to overcome threats;
any options for Deliveroo that minimise weaknesses and avoid threats.
Arguably the pandemic has transformed the food delivery marketplace industry. In order to understand
the industry as it is today, conduct an industry analysis utilising Porter’s Five Competitive Forces
framework. Provide a clear numerical ranking of each of the Five Forces and discuss what you consider to
be the three strongest forces facing Deliveroo, along with the actions Deliveroo needs to be taking in
order to ‘manage’ the three identified strongest forces so they do not threaten the successful longevity of
the business.
Exploring Strategic Options (approx. 850 words)
The business press is suggesting that the industry is facing a time of consolidation with existing players
exploring new sectors for growth. Using any of the four vectors in the Ansoff Matrix evaluate and
generate two potential strategic options:
Market Penetration – what opportunities are there to sell more to their current customers with its existing
products or services?
Market Development – what opportunities are there to sell its existing products or services to new
customers?
Product Development – anticipating changes in existing customer needs, what products or services need
to be developed to meet those needs?
Diversification – what opportunities are there to enter into a completely new market or product area,
outside of where the chosen organisation currently competes.
Please note, one of the two strategic options must link to geographical expansion outside of Deliveroo’s
key existing markets. To do this and to justify your chosen country and location, apply and analyse three
factors from PESTEL.
Marketing (approx. 600 words)
The online food delivery marketplace is highly competitive. The pandemic has led to changes in consumer
behaviours and habits and in order for the company to continue to meet their customers’ needs, you need
to have a clear picture of who Deliveroo’s customers are in 2022. With this in mind, you are required to
identify one of DELIVEROOs existing or new customer segments and through research, provide a detailed
Published 20th October 2021
profile of the segment using the following factors: Demographic, Geographic, Behavioural and
Psychographic.
To ensure the identified customer segment generates maximum value, take one aspect of the Marketing
Mix namely ‘Promotion’ and put forward suggestions in terms of the best ways to communicate to the
customers in the identified segment. The aim of promotional activities is to reach the customer in the best
way to generate interest, awareness and action – ideally purchase.
Conclusion (approx. 300 words)
Present as a ‘Force Field Analysis’ which lists and ranks the strengths of the driving forces and the
restraining forces of one of the strategic options discussed in the report. Accompany the Force Field
analysis with a discussion summarising the outcome of the Force Field Analysis.
Mark Allocation: Higher marks will be awarded to work which clearly shows excellent research and
analysis which draws on a range of management tools and theories. All management models and theories
used must be academically referenced to the academic standards of either Harvard or Vancouver.
Submission Details: The format of this assessment will be 2,500-word report (excludes: title page,
reference list and any appendices). To be submitted on Moodle by 28th February 2022 at 10.00 AM (UK
time).

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