Healthy Food Delivery

A preliminary research of Germany's food delivery market to enable a nutritional-conscious differentiation strategy at XX

Bachelor Thesis , 2022 , 70 Pages , Grade: 1.0

Business economics - Operations Research

In this research, the existing German market, the largest greenfield for online food delivery in the EMEA, is analyzed to verify the possibility of executing a nutritional-conscious business strategy plan in order to differentiate "XX" from the competition. The macro-and microenvironments of Germany's online food delivery business market were examined using a mix of PEST and Porter's five forces models. As a significant outcome of the market investigation, the common characteristics of German nutritional-conscious customers were addressed. Additionally, given the current state of the business, critical components of marketing approaches based on an STP Model are recommended to "XX" in order to solidify its position in this growing industry.

Online food delivery has emerged as a rapidly rising trend in the e-commerce market. The development of digital tools has transformed the food industry's perspective. Businesses have redesigned their company strategies in order to stay up with changing client expectations and preferences. Innovation is critical to success in order to stay up with increased client demands and competition in a saturated industry.

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
  • 1.1 Background of the Online Food Delivery Business
  • 1.2 Online Food Delivery Logistics and Service Models
  • 1.3 Germany's E-commerce and Food Delivery Market
    • 1.3.1 Market Potential
  • 1.4 XX the Online Food Delivery Platform from Uber Technologies Ltd
  • 1.5 Conceptual, Theoretical Strategy to Implement (Base of the Choosing Topic)
  • 1.6 Statement of the Problem
  • 1.7 Limitations and Assumptions
  • 1.8 Methodology
• 2 Macro-environment Analysis
  • 2.1 Theoretical Fundaments of the Pest Analysis
    • 2.1.1 Political Factors
    • 2.1.2 Economic Factors
    • 2.1.3 Social Factors
    • 2.1.4 Technological Factors
  • 2.2 Application of the PEST Analysis
    • 2.2.1 Political Factors
    • 2.2.2 Economic Factors
    • 2.2.3 Social Factors
    • 2.2.4 Technological Factors
• 3 Micro-environment Analysis
  • 3.1 Theoretical Fundaments of Porter's five forces analysis
    • 3.1.1 Threat of New Entrants
    • 3.1.2 Threat of Substitutes
    • 3.1.3 Bargaining Power of Suppliers
    • 3.1.4 Bargaining Power of Customers
    • 3.1.5 Competitive Rivalry
  • 3.2 Application of Porter's five forces analysis
    • 3.2.1 Threat of New Entrants (New Online Food Delivery Businesses)
    • 3.2.2 Threat of Substitutes (Food Providers)
    • 3.2.3 Bargaining Power of Buyers and Suppliers (Two-sided Agents)
    • 3.2.4 Competitive Rivalry (New Economy and Market Concentration)
    • 3.2.5 Micro-environmental Conclusions
• 4 Opportunities and Threats Analysis
• 5 STP Model
  • 5.1 Theoretical Fundaments of the STP Model
    • 5.1.1 Segmentation
    • 5.1.2 Targeting
    • 5.1.3 Positioning
  • 5.2 Application of the STP Model
    • 5.2.1 Segmentation
    • 5.2.2 Targeting
    • 5.2.3 Positioning

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation explores the potential for a nutritional-conscious differentiation strategy for XX in the German online food delivery market. The research examines the existing market conditions and customer preferences to determine if a strategy focused on healthy food options would be successful. The main objectives of the work are to:

• Analyze the macro- and micro-environments of the German online food delivery market.
• Identify the characteristics of German consumers who are nutritionally conscious.
• Develop recommendations for marketing approaches based on an STP model to position XX in the market.
• Evaluate the feasibility of implementing a nutritional-conscious business strategy in this competitive market.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the online food delivery business, highlighting its rapid growth and the changing landscape of the food industry. It specifically focuses on the German market and its potential for online food delivery, examining XX's position as a competitor in this market. The chapter also outlines the research methodology and its limitations. Chapter 2 delves into the macro-environment analysis of the German online food delivery market. It utilizes a PEST analysis to examine the political, economic, social, and technological factors that influence the market. This analysis aims to provide a comprehensive understanding of the broader context within which online food delivery operates in Germany. Chapter 3 focuses on the micro-environment analysis of the German online food delivery market. The chapter applies Porter's five forces analysis to understand the competitive landscape, including threats from new entrants, substitutes, and the bargaining power of buyers and suppliers. This analysis provides insights into the specific competitive forces that shape the market. Chapter 4 analyzes the opportunities and threats that arise from the macro- and micro-environment analyses conducted in Chapters 2 and 3. This chapter aims to identify the potential strengths and weaknesses of implementing a nutritional-conscious strategy in the German market. Chapter 5 examines the STP model – segmentation, targeting, and positioning – in the context of online food delivery. This chapter explores how XX can leverage the STP model to effectively target nutritionally conscious consumers in the German market.

Schlüsselwörter (Keywords)

This dissertation focuses on the online food delivery market in Germany, specifically examining the feasibility of implementing a nutritional-conscious differentiation strategy. Key themes and concepts explored include: online food delivery, e-commerce, market analysis, PEST analysis, Porter's five forces, STP model, segmentation, targeting, positioning, nutritional-conscious consumers, competitive advantage, and differentiation strategy.

• College: Tongji University
• Grade: 1.0
• Author: Kristian Brinckmann (Author)
• Publication Year: 2022
• Pages: 70
• Catalog Number: V1195238
• ISBN (PDF): 9783346639189
• ISBN (Book): 9783346639196
• Language: English
• Tags: PEST Analysis, Porters Five Forces, STP model, Two-sided Platforms, Online food delivery, Germany, Macro-environment Analysis, Micro-environment Analysis, Sinus Milieus, Three-sided marketplace, O-T Analysis, Opportunities and Threats Analysis