SECTION-I

SYNOPSIS:
In this chapter we will discuss about Food Panda and how to increase its market share as we have

selected Increasing Market share for food panda as our topic for our final year project.

we will discuss all regarding factors in this chapter. Further we will discuss about the background

of Food Panda and about this project and what is the objective, mandate, scope etc. in this

chapter. Our focus in this study is how to Increase market share of Food Panda and help

them adopting this change for betterment of Food Panda, as our motive is to Increase market share as

compared to its competitors and be the one of the best enterprises of Pakistan by just working a little or

updating existing things, we will discuss all these in upcoming chapters too in detail. Our study

revolves around how we will be going to implement strategies for a better cause. For

this we have collected data from both Riders and customers to monitor more closely

about the internal and external issues and about customer concerns too. We make a proper file

from customer end to know about the issues they are facing and from employee side that what are

the issues they are facing and by analyzing both we have done this project and will try our best to

provide suitable solutions accordingly. So, in this study we will give some recommendation to

Food Panda by which they can again rise and start making good profits and start earning

customers trust can easily fill the gap that exists in customer perception regarding Food Panda.

INTRODUCTION:
About Food Panda:

Food panda is Asia's leading on-demand delivery platform, dedicated to bringing consumers a wide

range of food, groceries and more, quickly and conveniently. Powered by technology and

operational excellence, food panda is spearheading the growth of quick-commerce (q-commerce)

across the region with its network of retail partners, as well as panda Mart cloud stores to provide

more on-demand options beyond the millions of food varieties .food panda operates in more than 400

cities across 11 markets in Asia - Singapore, Hong Kong, Thailand, Malaysia, Pakistan, Taiwan,

Philippines, Bangladesh, Laos, Cambodia, Myanmar and, food panda is a subsidiary of Delivery

Hero, a global leader of the food delivery industry. so, in this study
we will focus on where the gap exists, either on making strategies or implementing those

strategies or there are some other reasons for its continuous bad performance . So,

basically, we are doing this to find what will be the feasible and effective method to maintain the

prestige of this organization and bring it back to one of the best Online organizations with

high profits and by eliminating problems like bad customer dealing which results in customer

dissatisfaction and ultimately switch to other substitutes available, some other problems are

late delivery , low quality, problems regarding life insurance of employee, low salary packages and

limited area coverage for delivery and lastly bad attitude of staff towards the customers and Application

difficult to use a times .But in our study, we just don’t focus on customer side we tried our best to know

from employee side as well that why they are underperforming and what are the reasons that they fail

to perform better results and dealing customers. So, in our project we will discuss all aspects and will try

to provide proper plan with recommendations and with proper implementation of Strategies by which

we can come to some proper results for Food Panda.

How does it work?

The service allows users to select from local restaurants and place orders via the website or mobile

application. Users of Food panda order cuisines from more than 35,000 restaurants worldwide.

There’re only a few simple steps to it:

1. Search for your preferred cuisine and restaurant.

2. Choose your meal out from the wide variety available!

3. Pay (of course)

4. Enjoy your meal. You don’t even have to move a muscle, for it is sent straight to your home.

Mission and Vision:

"Bringing good food into your everyday. That's our mission. It further says:

“That means we don't just deliver--we bring it, always going the extra mile to make your experience

memorable and it means this is delicious food you can enjoy every day: from vibrant salads for

healthy office lunches, to indulgent family-sized pizzas, to fresh sushi for a romantic night in.

Whatever you crave, we can help."

Background
The reason we have selected topic INCREASING MARKET SHARE FOR FOOD PANDA, is that we

have seen our many enterprises drowning because of no proper strategies or may

because of resistance from employee side as well because they think that if the firm is performing well

in other counties there is no risk to their position but this thinking actually destroys the reputation

of such prestigious enterprise but also become hurdle in its success. As we have seen in our surveys that

people have now many trust issues and they show their dissatisfaction with Food panda and

they are going for other services like Cheetah etc. instead of Pakistan food panda. So, we in our study

will find out reasons for such behavior of people, reasons at employee side and how Different strategies

can help this organization in getting its position back.

Objective
The objective of this study is to find solution and patterns which can be used to erase such above

mentioned problems with respect to customer and employees’ point of view, such as,

1. To Identify the reason of negative trends and sales of company

2. To redesign the website in order to make it user friendly

3. To identify the unsatisfactory behavior of riders.

4. To increase the market share of Food panda.

5. To provide incentives to the employees so they can work better.

6. To identify negative behavior of Customers.

Significance of study
Significance of study will include the benefits PAKISTAN POST will get after our research or

how our research will contribute in this respect, our research will help them out in identifying the

key issues and we will provide solutions for that issues at the end our study can help PAKISTAN

OFFICE to maintain its position again by working on their service by this their customer

satisfaction and loyalty will increase. Revenues and shares of Pakistan post will increase, and

their image can be restored with the essence of positivity. Further our study will help employees
of Pakistan post knowing that change management is necessary and Pakistan post is right now in

a need of new things like customer handling trainings and updating of mobile applications and

website and much more.

Scope of study
Our research study will include all aspects of updating of application and their implementation

and will mainly focus on food panda employee related i.e., RIDERS. They need to upgrade the policy for

employee’s satisfaction. Once they’ll upgrade the policy, they’ll definitely have good number of

riders which will lead to high sales and good customer base. Secondly, once the website will be

updated it will attract more customers through which video marketing can be done, the easy the

website is the more customer base it will have. other than this we will introduce

● more Riders

● updated site

● proper customer care center

● best services as compared to competitors etc. all these will help in increasing customer

satisfaction this will lead to build once again good reputation of organization again.
SECTION-II
ISSUE IDENTIFICATION AND MANDATE:
Problem statement
Food Panda requires being more competitive with respect to market forces. Despite performing well

In other states , this state institution seems to be underperforming in customer perception and

productivity and their employees are showing somehow Unsatisfactory behavior towards Food panda .

For this purpose, there is a need to access what are the causal factors related with poor customer

services and operational efficiency and how to address relevant issues and to increase market share of

food panda in Pakistan .

Problem description
We have evaluated Food Panda’s problems with two perspectives, one is with respect to

its employees and other is with respect to its customers. Analyses this on these 2 bases will

provide us the best possible solution for the existing We have identified some main issues with

these perspectives and these are downfall of Food Panda and its bad reputation other issues are

lack of well-trained staff Food Panda often fail to communicate with customers and restaurants. Many

times, the customers would call the restaurants directly to inquire about the delayed delivery but

restaurants where not informed about their placed order on the app, customers website is not user

friendly it’s difficult for the users to find the information they need quickly as the more user-friendly

website is the better chance you have of getting more customers apart from that, riders policy needs to

be updated as riders are not satisfied with food panda services. Food panda market share is decreasing

due to lack of customers base as customers are not willing to pay extra charges for the items and they

are not happy with late delivery service

Other main problem is that when we did our survey from customers side we have come to know

that customers are dissatisfied with the front-line employees handling system and Delivery services

of Food panda which led to customers frustration and ultimately, they get dissatisfied so we tried

to know about why this is happening at employee side so we get different reasons like over

burden, false promises, overtime, no Issuance policies, less salaries and no incentives etc. which lead

towards resistance at employee side because of which employees also get frustrated and they deal
badly with customers so we will try to overcome these issues as well because unless employees are

satisfied they can’t make customers happy. So that’s why we have to remove problems from employee

side first and bring good changes that can make Food panda competitive and along with it we

need to provide ideas that can help Food panda making their customers happy with them

services.

Research question
● “What could be the reasons behind downfall of Food Panda”.

● “what strategies to adopt to satisfy customers”.

● “what are the causes that make employees to quit their jobs at Food panda”?

On a broad level keeping in mind such new issues and problems this study will be discussed into 2

perspective of customer and employees. This will be easy to understand that what are the issues at

employee end, what are the barriers that stop them from performing well and what are the issues that

make them deal customers poorly, meanwhile we will analyze what customer wants from us “what are

their needs and wants and what Food panda provide them as a service”.

Project mandate
● Improving customer services and issues related with public perception

● Increasing Market share

● Identifying areas to implement statragies to increase productivity and effectiveness.

SECTION-III
INTERNAL ASSESMENT OF THE FIRM:
History of firm:
In 2012, Swiss Lukas Nagel and Rico established Food panda in Singapore, before expanding to
Malaysia, Indonesia, the Philippines, Taiwan and Thailand. 2012, Swiss Lukas Nagel and Rico Wyder
established Food panda in Singapore, before expanding to Malaysia, Indonesia, the Philippines, Taiwan
and Thailand.

A year later in 2013, Food panda was launched in Bangladesh and Romania. With more than 20,000
employees operating in their company, Food panda became the largest food delivery service in
Bangladesh.
In 2014, the service expanded into the Balkans, Brunei, as well as the Philippines. In February 2014, Food
panda acquired Eat Oye, a rival company in Pakistan.] Global expansion of the Foodpanda business was
led by Ralf Wenzel, Felix Plog and Ben Bauer.
In 2015, co-founder Rohit Chadda stepped down from the company. By 2016, none of the original
managing directors or co-founders remained with the company. Its operations in Indonesia also shut
down due to competition from flourishing app-based taxi-motorbike services, while the company sold
its Delivery Club business in Russia to Mail.Ru for $100 million in November 2016.
Food panda’s largest investor Rocket Internet sold the company to Delivery Hero in December 2016. On
1 November 2017, Foodpanda re-branded and changed its brand color from orange to pink with an
updated logo across all served countries, following its acquisition by Delivery Hero.
HIREARCHY OF FOOD PANDA:

Muntaqa Peracha
CEO at food panda

Name 1. S.M. Faraz Hussain

Rank Head of restaurants at Food panda

2. Arsalan Mehmood
Business unit head -Commercial innovation

3. Wasif Mushtaq Ahmed khan

Head of account management

4. Binte-Fatima Rizvi
Head of partnership: home chef at Food panda

5. Murtaza Ali khan

Head of operations at food panda
6. Haider Mujtaba
Head of integrated marketing
7. Syed maaz hasmi
Director finance
8. Talha Tayyab
Brand manager
9. Waqas faheed
Growth ,performance, sales force, operations
and analytics
 levels of management in organizational hierarchy of food panda are ; (1) Top-level, (2) middle-
level, and (3) lower level. Top-level managers are responsible for setting organizational goals

LEGAL STATUS OF FIRM:

These terms of use (including all other terms, policies, notices, guidelines, and forms referenced herein or
otherwise available on the Platform or by hyperlink) (“Terms”) govern your use of the websites and mobile
applications provided by Delivery Hero Pakistan (Private) Limited (or referred to as “Foodpanda”, “we” or “us”)
(collectively the “Platform”). The "Services" we provide or make available include (a) the Platform, and (b) the
services provided by the Platform and/or by Foodpanda and made available through the Platform. Any new
features added to the Services are also subject to these Terms. These Terms govern your use of Services
provided by Foodpanda.

The Platform may be used by (I) natural persons who have reached 18 years of age and (ii) corporate legal entities,
e.g., companies. Where applicable, these Terms shall be subject to country-specific provisions as set out herein.

Users below the age of 18 must obtain consent from parent(s) or legal guardian(s), who by accepting these Terms
shall agree to take responsibility for your actions and any charges associated with your use of the Platform and/or
purchase of Goods (as defined below). If you do not have consent from your parent(s) or legal guardian(s), you
must stop using/accessing the Platform immediately.

You agree and acknowledge that, as part of food panda’s policy and/or whenever it is deemed necessary,
Foodpanda and/or any third party engaged by Foodpanda, may conduct Background Checks on you on an
ongoing basis, without further reference or notice to you. “Background Checks” includes, without limitation,
government or financial sanctions, civil or criminal litigation activities, adverse news. If Foodpanda, in its sole
discretion, is not satisfied with the results of the Background Checks, Foodpanda may terminate your food panda
account and/or use of the Platform.

food panda reserves the right to change or modify these Terms (including any additional terms and conditions
or policies, which are published on the Platform and incorporated into these Terms) at any time. It is your
responsibility to review the Terms regularly and you are strongly recommended to do so. You will be deemed to
have agreed to the amended Terms (whether or not reviewed by you) by your continued use of the Platform
following the date on which the amended Terms are posted.

All photos and images of the Goods shown on the Platform are also for illustrative purposes only and may differ
from the actual Goods.

RESTRICTIONS:
1. Activities Prohibited on the Platform
The following is a non-exhaustive list of the types of conduct that are illegal or prohibited on the
Platform. food panda reserves the right to investigate and take appropriate legal action against
anyone who, in food panda’s sole discretion, engages in any of the prohibited activities.
Prohibited activities include, but are not limited to the following:

2. using the Platform for any purpose in violation of local, state, or federal laws or regulations,
including any false, deceptive, misleading, or fraudulent purpose;

3. posting any content that infringes the intellectual property rights, privacy rights, publicity
rights, trade secret rights, or any other rights of any party;

4. posting content that is unlawful, obscene, defamatory, threatening, harassing, abusive,

slanderous, hateful, or embarrassing to any other person or entity as determined by food
panda in its sole discretion or pursuant to local community standards;

5.posting content that constitutes cyber-bullying, as determined by food panda in its sole
discretion;

6. posting content that depicts any dangerous, life-threatening, or otherwise risky behavior;

7. posting telephone numbers, street addresses, or last names of any person;

8. posting URLs to external websites or any form of HTML or programming code;

9. posting anything that may be “spam,” as determined by food panda in its sole discretion;
10.impersonating another person when posting content;

11. harvesting or otherwise collecting information about others, including email addresses,
without their consent;

12. allowing any other person or entity to use your identification for posting or viewing
comments;

3. harassing, threatening, stalking, or abusing any person on the Platform;

14. engaging in any other conduct that restricts or inhibits any other person from using or
enjoying the Platform, or which, in the sole discretion of food panda, exposes food panda or
any of its customers, suppliers, or any other parties to any liability or detriment of any type; or

15. encouraging other people to engage in any prohibited activities as described herein.

16. Foodpanda reserves the right but is not obligated to do any or all of the following:

17. investigate an allegation that any content posted on the Platform does not conform to these
Terms and determine in its sole discretion to remove or request the removal of the content;

18. remove content which is abusive, illegal, or disruptive, or that otherwise fails to conform
with these Terms;

19.suspend or terminate a user’s access to the Platform or their Foodpanda account upon any
breach of these Terms;

20.monitor, edit, or disclose any content on the Platform; and

21.edit or delete any content posted on the Platform, regardless of whether such content
violates these standards.

Intellectual Property
All trademarks, logos, images, and service marks, including these Terms as displayed on the
Platform or in our marketing material, whether registered or unregistered, are the intellectual
property of Foodpanda and/or third parties who have authorized us with the use (collectively
the “Trademarks”). You may not use, copy, reproduce, republish, upload, post, transmit,
distribute, or modify these Trademarks in any way without our prior express written consent.
The use of the Trademarks on any other website not approved by us is strictly prohibited.
Foodpanda will aggressively enforce its intellectual property rights to the fullest extent of the
law, including criminal prosecution. Foodpanda neither warrants nor represents that your use
of materials displayed on the Platform will not infringe rights of third parties not owned by or
affiliated with Foodpanda. Use of any materials on the Platform is at your own risk.
Restrictions on Goods
1. Some of the Goods offer on our Platform are subject to restrictions for purchase
(“Restricted Goods”), depending on the applicable laws of the country you purchase the
Restricted Goods from. These restrictions include minimum age requirements for
Cigarettes/Tobacco products and any other goods that we reserve the right not to
deliver to you based on the relevant statutory requirements of the time being in force.
By placing an order for Restricted Goods, you confirm that you meet the legal
requirements to purchase them.

2. Cigarettes/Tobacco Products (“Tobacco”)

We may offer Tobacco on some of our Platform where the laws allow. By offering Tobacco for
sale on our Platform, we do not purport to advertise, promote or encourage the purchase or
use of Tobacco in any way.

To purchase Tobacco, you must be of the statutory legal age. Foodpanda, the Vendor and their
delivery riders, as the case may be, reserve the right in their sole discretion

3. to ask for valid proof of age (e.g., ID card) to any persons before they deliver Tobacco;

4. to refuse delivery if you are unable to prove you are of legal age; and/or

5. to refuse delivery to any persons for any reason whatsoever.

Any offer for any Tobacco made on the Platform is void when it is prohibited by law
FISCAL POSITION :
“We deliver roughly 150,000 orders a day – this comes to about 4.5-5 million orders a month. An
average order for home chefs is Rs300-350 whereas for other restaurants it is about Rs550,” says Mr.
Ahmad Mehdi, director of operations at Foodpanda. With about 90 per cent of the market, we are
working with close to 20,000 vendors of which about 4,000 are home chefs, he adds.

Back-of-the-envelope calculations suggest that the daily spend on food orders from the platform is in
the ballpark of Rs76.5 million a day, making it a monthly spend of Rs2.3 billion .
“The food delivery business is about 15-20pc of the total business,” says Athar Chawla, convenor of the
All-Pakistan Restaurant Association (Apra). Working backwards, a guesstimate of the size of the
restaurant sector is about Rs134bn annually.

The Sindh Revenue Board’s target for the current fiscal year is Rs135bn. To put it in context, those who
enjoy the luxury of restaurants roughly spend the same amount generated through all provincial tax
activities.
Yet Mr. Mehdi contends that the sector has barely scratched the surface. “Even if we include the
Dhaba’s on GT Road, there are no more than 75,000 restaurants in Pakistan. Now compare this to, say,
Bangkok that has 70,000 restaurants on the Foodpanda platform alone.”

The food delivery segment is growing in the high triple digits

However, the sector is growing in the high triple digits. “In July 2019, we crossed a million orders for the
first time. Since then, we have grown by about 4.5 times; we doubled during the lockdown period.
Therefore, the compound growth rate is fairly high which, given that Foodpanda is the biggest player, is
indicative of the growth rates of the industry as a whole,” he explains.

“This is why Pakistan is one of the largest markets in terms of country population and growth rate that
Delivery Hero operates in. We are definitely in its top 10 destinations,” says Mr. Mehdi. Delivery Hero SE
is a European multinational online food-delivery service based in Berlin, Germany. The company
operates in 40-plus countries.

Panda Mart — the next frontier

Launched three months back and currently operating only in Karachi, Panda Mart is practically in its
infancy. This month, it will roll out in Islamabad in six locations and then Lahore post-Ramazan. “About
15pc of all orders from Karachi are from Panda Mart,” said Mr. Mehdi, calling the results ‘phenomenal’
and expecting it to match the food delivery business in a year.

Boasting a 20-minute delivery time, Panda Mart is based on quick commerce — the idea is that the
riders will deliver in the amount of time it takes a customer to drive to the nearest kiryana store.

Pandamarts are 12 physical dark stores across Karachi and Hyderabad that act as warehouses for the
delivery business and not for customer walk-ins. With a 4-5km delivery radius, there are two different
warehouses servicing the Defense area.

Even though Food panda’s grocery delivery business has been around only for a few weeks, Mr. Mehdi
estimates that the number of weekend orders rivals that of, for example, all of Imtiaz stores at around
20,000 with an average order size of Rs500-700.

However, a glance through the Panda Mart would disappoint Clifton tea drinkers as sugar and Nestle
Milk pack are both missing from the list and thus require the emergency morning trip to the nearest
store.

The rider forces

“We have a flexible workforce of about 20,000-25,000 riders who choose their own hours and shifts. A
rider working five to six days a week for eight hours on average makes Rs45,000 a month, which is
phenomenal given that the minimum wage is Rs18,000. During peak seasons such as Eid or Pakistan
Super League, we offer higher incentives to ramp up the rider force,” says Mr. Mehdi

A rider is paid per order, which includes a base amount, an amount for the distance he has to travel and
a potential bonus based on the number of orders he completes.

However, not all riders agree with this view. One says he has to work two five-hour shifts to make
Rs35,000-40,000. Per delivery, he is paid Rs25-40 though it goes up to Rs70-80 for long distances. Other
scoffs at Rs45,000, saying he makes only Rs25,000 — not accounting for all the other expenses since the
riders have to use their own mobiles, internet and motorbikes. “The tips I get from customers barely
cover my fuel costs,” laments one while saying that he is a graduate but that there are just no other jobs
available.

Scratching the surface

Many may remember the rather public tiff between Apra and Foodpanda a few months back. Since
then, the battle fizzled out. “Let’s assume that there are about 80,000-85,000 orders in Karachi. Careem
has about 4,000 of these, the rest is Foodpanda,” says Mr. Chawla.

Currently, the restaurant business is about 50-55pc of what it was pre-Covid times, Mr. Chawla explains.
Therefore, most restaurants are focusing on survival and Foodpanda is the undisputed market leader.

“While we are operating in the Covid environment, Careem will priorities their rides business,” said Mr.
Mehdi, speaking of the competition. However, he added that more players would be overall better for
the industry as that would empower restaurants.

Nor does Foodpanda seem fazed about competition further down the road. “Even with our volume of
orders, we have only scratched the surface,” he said, indicating the billions to be had in this business.

MANAGEMENT STYLE:
Food panda have Centralized management style as all the, strategic planning, goal setting,
budgeting, and talent deployment are typically conducted by a single, senior leader or
leadership team.

Financial position:
Market power of food panda:
INTERNAL ANALYSIS:

Swot analysis
SWOT analysis of Food panda has been performed relative to its competitors to gain
understanding of how other food delivery services in Klang Valley are doing and learn from
their shortcomings, then take necessary steps to improve the food delivery business of Food
panda. The SWOT analysis involves internal (strengths and weaknesses) and external
(opportunities and threats) of the company within its industry .

Strengths:
Food panda creates accessibility by enabling popular food hawkers and restaurants to reach out
to customers without having to visit the physical location. They also offer convenience for their
customers to place order, including pre-order option, and make payment online through their
mobile application and website that operates 24 hours day. Customers can also easily leave or
obtain reviews on the local vendors. The company also offers customization during food
ordering that allows customers to filter meals by category (main course, desserts) and type of
cuisines (Chinese, Western). The company has a strong brand name as well due to its success in
the global market .
1. Excellent Platform – Food panda process various orders for the customers and sends them
directly to partner restaurants. Once the order is processed, it delivers it to its customers.
The service is available to the customers through mobile applications and websites, where
the customers can order food by entering their postcodes on the website. The customers
can browse for food from the restaurant list shown on the website. After the selection, the
customers need to enter their address and proceed for checkout. The respective
restaurants receive the orders and the food will be delivered to the customers. It will also
send an SMS for order confirmation and the estimated delivery time.
2. Online Ordering – Food panda accepts orders through its websites and mobile applications.
It connects customers and restaurants
3. Investments – Food panda has raised a venture capital of $318 million. It had raised about
$20 million in the initial funding from Rocket Internet and Investment AB Kinnevik during
the year 2013. During the same year, iMENA Holdings had invested about $8 Million. It had
also received another funding of about $20 Million during the year 2014. Goldman Sachs
had also invested about $100 Million in Food panda. All these findings are, in fact, a huge
strength to the company.
4. Various International brands – Food panda has been taken over by the firm Delivery Hero
during the year 2016. The Delivery Hero brand contains multiple international brands. In
Asia and Eastern Europe, it is Food panda, in Europe, Canada, and Australia it is Foodora, in
Middle East it is hello food, and in Russia it is a Delivery Club, etc.
5. it is Food panda, in Europe, Canada, and Australia it is Foodora, in Middle East it is hello
food, and in Russia it is a Delivery Club, etc. Global Operations – Food panda has its business
operations in various countries in Eastern Europe, Middle East, and Asia
6. Global Rebranding – During the year 2017, Food panda has re-branded from Orange to Pink
by having updated logs across all countries. The iconic panda remains at the forefront of its
logo
7. Wide Coverage – Food panda has a wide coverage of restaurants and it fits the vast
customer requirements and food preferences
8. Good Customer Support – Food panda has excellent customer support and works for their
requirement and food preferences. It keeps changing the food menus and tries to expand it
connect with restaurants.

Weaknesses:

Based on the survey, ordering from Food panda is pricey. Even though Food panda charges a low, flat
delivery service fee of RM5, it will require customers to have a minimum purchase order of RM15 to use
the service. Also, there is not enough promotion offered to attract customers or build brand loyalty. The
company also has a poor customer service whereby the service support team responses too slow or not
responsive at all. Harsh weather conditions and faults from the vendors may indirectly lead people to
have bad impressions on the company since the company does the delivery and people have high
expectancy from their food delivery service.

1. Orders from nearby restaurants – Orders are only available from restaurants that are in the
zone of the order placed. This is a weak point as all the restaurants will not be available at all
places.
2. Tap on the Free Delivery – Quantity required for free delivery is sometimes a bit more for one
person
3. Less number of riders – Due to a smaller number of employees the deliveries times get too late
so, customers are not happy about this.
4. Yet to cover more – Food panda has not yet covered in all areas in a city.

Opportunities:

Food panda has the opportunity to expand and grow in cities in Malaysia where there is a growing
market on online food ordering.

1. Growing Market – There seems to be in the right fit as in the growing market there is the
possibility of potential customers
 2. Customer Expansion – Food panda must expand its horizon to meet more customers’
requirements. It will have to tie with many restaurants and bring more customers to the
website. This will provide more opportunity for the business.
3. Increase in Customer Loyalty Programs – Food panda can set up may customer loyalty
programs to make the customer stay with them. They could initiate some offers, some reward
programs, to make them sustain with them. This would provide a huge opportunity for them.

Threat:

1. Increased Potential Competitors – There seems to be an increased competitor in this

market. This is a major threat to the Food panda business.
2. Low Customer – Over the years of its initiation, there seems to be a low customer in the
business. The business should bring out ways to increase their customers as it could be a
serious threat to the business.
3. Change in economic condition – Economic changes in the world will affect the business.
This is also a huge threat to the company.
4. Ease of going to the nearby restaurant – People might tend to go to the nearby restaurant
instead of getting it ordered through the website. This is also a threat to the business
 SECTION -IV

EXTERNAL ANALYIS:

PESTLE ANALYSIS:

PEST analysis identifies external factors which influence a business. In this case, we’re examining
how the food industry is affected by political, economic, social and technological factors.

Political Factors:

1. Government partnering with Food panda, facilitates the digitization of microenterprises

and SMEs, to encourage consumers digital spending. This is part of Food panda’s e -
Commerce
2. Additionally, taxation, inflation, import/export costs, and evolving health policies affect
what foods McDonald’s offers.

Economic Factors

1. The state of the country and unemployment rates affect the food, Panda.
2. Food interest rates, taxation, and consumer spending affect the options and
opportunities presented in the food industry. Although there is a slowdown in sales.
3. The price people pay for convenience food delivered services was more expensive
compared to in store.
Social Factors

1. With the bigger spending power and changing lifestyles, consumers’ appeal towards
the approach of online food ordering is increasing considerably. In this digital age,
most of the work is being managed online and consumers are too busy to go to the
restaurant and wait in long queues. Instead, from their perspective, convenience is
having the restaurant come to them.

Technological Factors

1. Technology can give a competitive edge.

2. The changing market for food delivery, the rise of digital technology is reshaping the
market. Consumers accustomed to shopping online through apps or websites, with
maximum convenience and transparency, increasingly expect the same experience
when it comes to ordering dinner.

Legal Factors:

1. The increase in the minimum monthly wage under the 2020 Order to RM1,200 per
month in major cities was announced during the 2020 Budget. In addition, the 2020
Order increases the minimum monthly wage for the other parts of the country by RM50
to RM1,100.

Analysis:
1. According to Similar web data of monthly visits, food panda.pk’s top competitor in October 2022
is kfcpakistan.com with 816.2K visits.
2. foodpanda.pk 2nd most similar site is dominos.com.pk, with 209.0K visits in October 2022,
3. closing off the top 3 is peekaboo. Guru with 273.7K.
4. broadwaypizza.com.pk ranks as the 4th most similar website to foodpanda.pk
5. mcdelivery.com.pk ranks fifth. broadwaypizza.com.pk and mcdelivery.com.pk received 156.4K
visits and 232.2K visits in October 2022, respectively.
The other five competitors in the top 10 list are mcdonalds.com.pk (80.4K visits in October
 2022), pizzahut.com.pk (95.6K visits in October 2022), eatoye.pk (< 5K visits in October 2022),
notion.so (141.8M visits in October 2022), and fast.com (68.5M visits in October 2022).

PORTAL FIVE FORCES MODEL FOOD PANDA:

A culture has emerged in the capital and a few other big cities in which digital citizens avail food from
reputed restaurants and home-based businesses right at the doorsteps by simply running their fingers
across an app. Facilitating such online food deliveries for the first time was Hungry Aki, which launched
in 2013. It allows Dhaka's residents to search and locate nearby restaurants of their choice and takes
orders on their behalf. Within six months Food panda followed suit. Porters Five forces: Based on
Porter's five forces, a brief analysis has been done over the online food delivery industry. Based on the
Porter’s five forces the factors are being divided into five dimensions and they are:
1. Rivalry among existing Firms
2. Factors affecting threat of new entrants
3. Threat of substitute products
4. Bargaining power of suppliers
5. Bargaining power of customers

FORCES HIGH/LOW SUPPORT FROM SCENERIO

Rivalry among existing HIGH There are a number of competitions in the
market. Recently, there are around 5 popular
firms
online food delivery services in the town like
Food panda, Pizza delivery, Deliveroo, Uber Eats.
In terms of coverage of the restaurants in Hong
Kong, food panda is ahead much compared with
any other companies. Moreover, the industry
has a high level of competition on an overall
basis

Threat of substitutes Moderate The companies within this industry are trying
their best to develop different numbers of
potential substitute products. For example, Food
panda is providing free delivery charge for 5
orders of the customers to encourage them to
use the app whereas Uber Eats is promoting
discounts over the food price if any customer
orders more than $100. Based on these kinds of
promotional offers, substitute products are
being developed.

Suppliers power Low The switching cost of the suppliers in this

industry is high. They need to set up the app and
legal expenses to start the business. On the
other hand, they do not need any investment
over the delivery channels rather they collect
their commission from the market. In respect to
switching cost, suppliers bargaining power is low
in the industry

Buyer’s power High In this industry, there is no switching cost of the

customer. To switch the company, customers
just need to install the desired company’s app
without any charge and can use it. In this case,
the customer has a low level of bargaining cost.
 Threat of new entrants High Economies of scale become a great threat for
the new entrants of this industry. The cost
associated with the app will impact to increase
the cost. On the other hand, the new entrant
will take time to build reputation over the
market. In that case, the new entrant’s entrance
will be difficult in this industry

COMPETITORS ANALYSIS:

foodpanda.pk's top competitors in October 2022 are:

1. kfcpakistan.com:
KFC is a global chicken restaurant brand with a rich, decades-long history of success and
innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin'
good recipe more than 75 years ago—a list of 11 secret herbs and spices scratched out on the
back of his kitchen door
KFC is the one of the biggest competitors of food panda. As, it provides affordable delivery on
time service and cost efficient. Unlike food panda it has a little extra rates of food item of
restaurants as compared to the affiliated restaurant.
2. dominos.com.pk:
It provides pizza delivery and carryout services as well as dine-in services through its
restaurants. Domino's offers its customers a wide range of pizzas products with varying crusts
and sizes, pasta-based dishes, chicken wings, boneless chicken, oven-baked sandwiches, bread
side items, soft drinks, and desserts
Dominos is the second largest competitor of Food panda as it provides on time affordable
delivery.
3. peekaboo. Guru:
Peekaboo Guru is Pakistan's first location-based Business directory that helps you discover the
best deals and discounts in town on food, travel, shopping and much more than you can
imagine. Discover Places Near By. * Find all the newest and hottest places in your area.
It’s the third largest competitor of food panda with a great customer base.
4. broadwaypizza.com.pk
 A Pizza Recipe from Italy, a Restaurant Started in Minneapolis. In 1961, Eddie Peck bought
Spallacci's operation, along with his fabulous recipe. An Award-Winning International Pizza
Chain with 50+ outlets Nationwide in Pakistan. It is the 4th largest competitor of food panda.
5. Cheetah
Cheetah is a delivery platform that provides delivery services across major cities of Pakistan.
Through Cheetah, customers can order food, groceries, beauty, baby care, and healthcare
products and get them delivered right at their doorsteps through delivery providers and fifth
largest competitor of Food panda.

Analysis:
1. According to Similar web data of monthly visits, food panda.pk’s top competitor in October
2022 is kfcpakistan.com with 816.2K visits.
2. foodpanda.pk 2nd most similar site is dominos.com.pk, with 209.0K visits in October 2022,
3. closing off the top 3 is peekaboo. Guru with 273.7K.
4. broadwaypizza.com.pk ranks as the 4th most similar website to foodpanda.pk
5. mcdelivery.com.pk ranks fifth. broadwaypizza.com.pk and mcdelivery.com.pk received
156.4K visits and 232.2K visits in October 2022, respectively.
The other five competitors in the top 10 list are mcdonalds.com.pk (80.4K visits in October
2022), pizzahut.com.pk (95.6K visits in October 2022), eatoye.pk (< 5K visits in October
2022), notion.so (141.8M visits in October 2022), and fast.com (68.5M visits in October
2022).
SECTION-V

LITERATURE VIEW:
In this chapter of literature view we will derive research framework from our related literature.

This chapter will help to focus on how to increase market share, what are its relevant models and

How we increase Market share and which increase market share model will be best

applicable to case of Food Panda after comparing all major Market increasing share theories.

Then we will discuss what public sector is and what its characteristics are, then we will discuss in detail

about how to increase market share for sector like Food Panda.

Context and its Significance:

It is said that before implementing any kind of change one must need to understand the context

carefully before starting any change process, unless you don’t know clearly about the needs of

change in an organization you can’t go for making Market share increase, because this is

very critical step before starting the process of Profit maximization and therefore, you can’t go

with data without knowing the depth, so first you need to know the context. Especially in Online

sectors you can’t go for applying strategies that everyone else is following because Online sector

is quite different from other private sectors, in case of Online sector you need to understand what

are the reasons for Lack of sales or under what circumstances specific enterprise is working.

When you know about these things clearly then you can go for Profit Maximization

models etc.

THEORIES
FRAMEWORK:
HYPOTHESIS FORMATION:

Application of theory on Food Panda:

Explanation of variables:
PREVIOUS WORK ON VARIABLE
1. “CUSTOMER SATISFACTION”:

CUSTOMER SATISFACTION INDEX

Customer satisfaction developed as a territory of request during the 1970s, and organizations both
of all shapes and sizes have understood the vital advantages of administration quality and

customer satisfaction as rivalry become progressively extraordinary and worldwide. The

accomplishment of customer satisfaction has become a decent business practice that

organizations endeavor to accomplish.

A few definitions have been offered for customer satisfaction in the course of recent decades.

Two main definitions in this respect are suggested by Anderson et al on-customer satisfaction

considering literature in1994. one is in concept with transaction specific experiences and other on

basis of cumulative experiences. By means of a transaction-specific encounter, customer

satisfaction is characterized as the post-decision evaluative judgment of a specific buy event.

However, a cumulative experience, customer satisfaction is resolved because of a customer's

assessment of their complete buy and utilization experience after some time.

According to Oliver in 1997 describe satisfaction in a way that,

"The customer's satisfaction reaction, it is a judgment that an item or service highlight, or the

product/item or service itself, gives a pleasurable degree of utilization related satisfaction". It is

the capacity of the service or product to address the customer's issues and desires.

According to Fornell et AL’s point of view in his model on customer satisfaction in 1996 in

their customer satisfaction index model defined customer satisfaction

“As a purpose of customer prospects, expected quality, and supposed Value”. He further added

that, Customer Expectations are actually depending on customers’ expectancy of the level of

quality they are going to receive from a specific company. Market's desires state to both the

served market's earlier utilization involvement in the association's contribution – including

nonexperiential data accessible through sources, for example, publicizing and

verbal – and an estimation of the provider's capacity to convey quality later. So, basically, service

you are providing to customers must meet their expectation level and its responsibility to meet

the level of our customer satisfaction. In this model he further explained that customer emotions

also play an important part on affecting satisfaction either on positive or negative way.

HOW CUSTOMER SATISFACTION AFFECTS BEHAVIOURAL INTENTIONS

Several studies done by authors like Zeithaml et al, Anderson et al, Cronin et al, Saha and

Theingi, Fishbein and Ajzen in their studies linked customer satisfaction with behavioral
intention. If we take work of FISHBEIN AND AJZEN according to them, customer satisfaction

is something in which persons gets what they perceived from some service or product and if they

don’t get what they perceived they will not associate themselves again with that particular

product and service.

This will result into customer complaints, bad word of mouth and upper most this will affect

reuse intention of that particular service. so, word of mouth either create positive or negative

image based on level of satisfaction one received from your service or product. So, this means if

you failed to meet expectation of your customers regarding product or service you directly or

indirectly affecting your company/product’s image and refraining others to try your service, but

similarly, it depends on you if you provide best service this will increase satisfaction level and this

will lead customers intention to use your product or service again and again. Ultimately, they will

become loyal to your product and service.

2. “CUSTOMER LOYALTY”.
EXPECTANCY THEORY (motivate customer loyalty with results)

Victor H. Vroom (author) developed expectancy theory and relate loyalty in a sense that, that an

individual will act or act with a particular goal in mind since they're spurred by an attractive

outcome. You have to show customers why your product/service merits the exertion and how

they'll get compensated for connecting with you. he further explained in this theory that loyalty

means attachment to your service will increase by focusing mainly on three factors and these are,

effort, performance and reward. these factors combined can help you to increase loyalty or you

can say enhance one’s affection to your product or service. Customer will become more loyal to

you when they know that attaching to your product or service will give them something valuable

in return. loyalty is the main factor behind either your product/service success or failure.

customer will remain loyal to you if you provide them best and give them reason to associate

their selves with your product or services. customer loyalty is the important factor as it is the

main reason behind profitability. it can further explain as, Customer Loyalty is customers'

probability to buy their next assistance with a similar association.

A DYNAMIC MODEL ON CUSTOMER LOYALTY

Michele Costabile in her study on customer loyalty explains loyalty as in the era of tough
competition when one person buys your services again and again and associates themselves with

you specifically this means they are loyal to your brand and will remain your loyal customers in

all conditions. many studies stated that, these creators concur in keeping up that loyalty is the

non-arbitrary repurchase conduct (social loyalty) of a brand, or gathering of brands, following a

procedure of assessment (mental loyalty). They recognize various types of loyalty, characterizing

the repurchase practices that are not joined by a relating mental loyalty as 'happenstance'

(coincidence) purchase.

According to Oliver in his study of customer loyalty explains that, customer loyalty as a state of

solid association in the repurchase, or reuse, of a product, service or brand. This association is

sufficiently able to defeat the 'situational' and 'serious' impacts which may drive an "assortment

searchers" or an exchanging conduct. This state of customer loyalty is reached through four

successive stages, in Oliver's view. In the principal stage the customer is just perceptive loyal, in

the feeling of exhibiting immediate or backhanded information about the brand and its

advantages and continues to the buy based on a reliance in the prevalence of the offer. It is simply

after rehashed buys that he builds up a second type of loyalty: effective loyalty. This is an

especially positive conduct to the brand which creates in the customer because of the repeated

confirmations of his desires, recorded during the phase of subjective loyalty. It is just in the third

stage, be that as it may, after the progression of time and rehashed buys, that - as indicated by

Oliver - the most extreme degrees of loyalty are reached. Loyalty, actually, gets intellectual,

implying that it is clearly purposeful, and has a high inclusion that is an exciting power. So, the

main point is that, Customer loyalty is here defined as the most powerful form of relation among

a customer and a company.

3. WAITING TIME:
Waiting time is defined as the total amount of time one has to wait for to get its work done, no

major work done on this right now by anyone, we can work on this by evaluating our results that

how it affects the customers retention or satisfaction. delivery time can create either positive

impact or negative no in between as if you deliver desire products on time your customer will

become happy and will reuse your service again and will spread good word of mouth but if you

delivered late or after the desire time this may become fatal for you.
Relationship between selected dependent and independent variables

VARIABLES:
1∙ EMPLOYEE TRAINING AND CUSTOMER SATISFACTION:
Here employee training is independent variable and customer satisfaction is dependent variable.

As in our case we are having so much complaints from our customer side regarding employee’s

behaviors towards them. In this way when we will offer training to our staff how to create better

environment and how to tackle complaints with patience by tacking customers humbly this will

result in customer satisfaction, when your customers got satisfied, they will consider your services

again, and again. this will be helpful for Pakistan post as they are facing downfall this relation will

positively affects its image and profitability. image in a sense that people will spread good word

of mouth and they refer your services to others over other competitors in the market. training of

customers for using software or to shift to e-post system, this will help them to run their site

properly. this will result in smooth functioning of their daily operations. So, we can say there is a

positive relationship between employee training and customer satisfaction as by this productivity

will increase and this will motivate you employees as well as along with customers, they will

feel that their company is investing on them this will leave positive effect and they will work with

more motivation. higher productivity will lead to more profitability and customer satisfaction,

success and more important greater loyalty at the end.

● TOP MANAGEMENT COMMITMENT AND CUSTOMER LOYALTY:

Apparently top management is not directly in contact with customers, but they play vital role in

enhancing loyalty of customers towards their product or service. here in case of PAKISTAN

FOOD PANDA, proper presence of top management can’t see, no proper and up-to-date policy or

technology which results in customer switching and frustration. so, top management need to

implement the policy properly plus they need to identify the problems and should provide

solution to it by taking needed decisions at that time this will maintain the positive image of

Food panda and customers will remain loyal to you when they will observe that

company is concerned about each and every customer and customer’s problem are their problem.

when top management will work affectively this will leave good impact on middle as well as

bottom level employees when they will know that there is someone whose duty is to provide best
policies along with right to question anyone regarding any problem and all these efforts will

ultimately results in customer loyalty as customers value that product/service/company when

they see they are valuable for them. Senior level management controls and settles on choices

around buying and actualizing new customer service software tools. Officials need to guarantee

their group is well-furnished with state-of-the-art innovation so they can play out their activity

productively. so, all these will help to create loyalty of your service among customers and this

will increase profits and maintain reputation of Food Panda and helps it to revive once

again.

WAITING TIME AND ADVANCED AUTOMATED SYSTEMS AND MOBILE APPLICATION:

In our case we are following online way of doing activities for Food Panda, however technology

have evolved so much, so this leads to late delivery of services which results in bad

word of mouth and customer frustration so if we work on our websites and our upgradation of

technology, invest in buying CRM software’s etc. we can give estimate

delivery time of service. More advance technological system will result in less

waiting time this combinedly enhance customer satisfaction, good word of mouth and ultimately

will help in increase in market shares.

SECTION-VI
METHODOLOGY:
RESEARCH METHODOLOGY:

According to official oxford’s definition of methodology is described as, “a set of methods,

principles that are used to perform a specific activity. in this chapter we will deal with the

methods and tools used in booming out the project and the proper analysis of the methods we will

use in this respect. A set of methods, principles that are used to perform a specific activity. in this
we will deal with the methods and tools used in booming out the project and the proper analysis

of the methods we will use in this respect. Our research type will be of quantitative and

qualitative type as we are collecting data through questionnaires and interviews which is type of

primary data collection. The results which we get from questionnaires and interviews later

compiled and we will apply statistical tools on them to analyses these results and make

conclusions out of it.

Research design

Research design will include all our plans and tools to achieve our objectives, this gives us

overall picture of how we can make Food Panda increase its market share by making proper

strategies and their implementation.

Type of project/research

Our research type will be of quantitative type as well as qualitative as we are collecting data

through questionnaires which is type of primary data collection. The results which we get from

questionnaires later compiled and we will apply statistical too on them to analyses these results

and make conclusions out of it. In quantitative we will collect data from customers in form of

questionnaires and we will feed that to SPSS to get analysis out of it. In qualitative we collect data

from employees in form of interviews and Survey. which we later feed on QDA miner lite qualitative
data software to get themes and codes out of it and to work on these to go to conclusions.

Project paradigm

Our research falls in positivist paradigm, which depends on deductive approach, as it is

reasonable for quantitative and qualitative research. In addition, positivist paradigm is about

phase of theory and testing of these dependent on gathered information. Thus, consequences of

this research likewise relies upon dismissal or acknowledgment of theory. While, speculation will
be dismissed or acknowledged based on data gave by respondents, rather than researcher's

suppositions. That is the reason, this research falls in positivist paradigm.

Data collection sources

The sources used in this process will be

● customers of this organization’s service as this are the main stakeholders affiliated with

Food panda. we will take responses from them through questionnaires by

getting them filled by sending them through emails and through visiting their offices. and

randomly by customers .

● Employees of Food panda, we also collected data from them in form of interviews to

know about the issues at their end.

Data collection method:

The data collection method that we have used in our project are,

1. Questionnaires

2. Interviews

Questionnaire to collect data from customers side and employee side, which we will be including in
quantitative data and interviews to get insight from employees as well which we have put in qualitative
Personal interviews

The purpose of “personal interviews “in our research is to explore and identify

the factors that affect Customer’s satisfaction towards food panda additionally employee’s
dissatisfaction towards their job . This has given us an in-depth information on Food panda.

The sample includes Customers from different areas and employees of food panda i.e., Rider.

The respondents were clarified about the privacy and any misuse of their data. Their responses were
kept anonymous. Semi structured interviews that consist of both structured and unstructured

questions interviews will be conducted with some pre-determined questions added on

the basis of literature review and further questions or factors may be explored within

interviews and added further. Interviews took 30 to 45 minutes. Source of data included

both primary and secondary. Researcher’s interference was minimal to moderate.

Interview questions constructed on Customers satisfaction and employee’s satisfaction attitudes

towards entrepreneurship and their dispositioning towards Food panda.

Estimation of data analysis:

In estimation of our qualitative data, we have used N Vivo software. N Vivo is

a powerful qualitative data analysis tool that develops in-depth themes and patterns derived
from the interview which is used in devising strategy. Exploring Factors Affecting Food panda
customers and employees.

Presentation of data:

Presentation of data is based upon the themes extracted from the qualitative data collected from the
entrepreneurial women in Islamabad Rawalpindi area. Results from our findings are cited in narrative
format that are displayed through thematic diagrams i.e., Word Cluster diagram, creative thematic
diagrams that have lead us to draw conclusion from our qualitative research findings.

Study settings

Study setting for this qualitative research is non-contrived in order to determine factors involved in
these phenomena and its effect on the environment.

Unit of analysis

“Individuals” are conducted as units of analysis. Individual consist of customers that are currently in use

of Food panda and have been its regular customer.

Time horizon
Time horizon for our research is cross sectional and conducted over a short period of time that includes
the process of developing Research Objectives, Research Question and data collection from our unit of
analysis up to devising strategy that took a period of days, weeks and months.

This project “Increasing Market share of food panda” time period lasted in almost 3 months. Overall, the
project was conducted in accordance with the scope of the project research objectives and research

Exploring Factors Affecting Market of Food panda. Time period for sampling design, Time period for data
estimation, time period for result compilation and time period for result formulation resulted in total
time consumption.

Targeted area:

We right now will only be covering Food panda of Islamabad and Rawalpindi and its close areas.

Targeted population:

Our targeted population will be customers of Food panda who are using them

services and found problems in receiving these or in using their offerings.

And along with-it employees of Food panda as well.

Sample framework

Sample framework of our research will include customers and employees of Food panda

in Islamabad and Rawalpindi, both male, females and others.

Sample size

As, our focus is on improved more customer satisfaction and loyalty and increasing market share of
Food panda, so we will try to get more and more response, our sample size will be more than

100 people using Food panda. Population in our case is all users of Food panda

services and sample will be users in Islamabad and Rawalpindi, along with-it employees of more

than 5 offices of Food panda in Rawalpindi and Islamabad.

Sampling technique
For our research we will be using non-probability method of sampling as we will not be having

equal chances of selection of options. so, from nonprobability we will go with convenience

sampling as we will prefer to get questionnaires done from our surroundings which is easy

instead of finding people across Pakistan and ask them to fill these questionnaires this will help

us in getting quick responses and save cost and time.

Measurement of variables

we are working on different dependent variables like customer satisfaction, waiting time and

customers loyalty, so in these we are basically measure how satisfied or dissatisfied our customer

is from Food panda. For that aspect we will be using ordinal scale for measurement of

our variables. items/questions in this are arranged in a way from least likely to most likely or

from strongly dissatisfied to strongly satisfied. On basis of this we will done statistical analysis

and can draw conclusions.

Scale of measurement

Here to do analysis properly we will select scales by allocating numbers/numeric so we can get

better result, we will be using 5-point Likert scale for measurement of our variables in us

questionnaires. that would be from strongly dissatisfied to strongly satisfied. by getting the

results using these scales, we will be analyzing the whole scenarios and will be proceeding

further.

Resource Requirement

As we are required to use some resources to carry out our project in efficient way, those resources

are

❖ SPSS (software)

❖ Employees working in Food Panda

❖ Customers of Food panda

❖ Articles related to our project to find related information out of them. So, these are some of

the resources that would be needed in our project

Tools and technologies:

As we will collect data through interviews and questionnaire and to evaluate the numeric values

driven from that data will be not that easy manually so we will be using software named as

statistical package for social sciences (SPSS). this will help us in processing our critical data into

simpler form so we can easily evaluate the results. we can mine data that will be important for us

by doing so we will try to bring more out from our project. other than this the tools and

techniques we will be using will include,

● Flowcharts

● Interviews

● Questionnaires

● Cause and effect diagrams

● SPSS

● QDA miner lite

All these will be used to describe our collected data in most refined form so that we can easily

understand the results by just using these tools, these tools will help to manage the data in well

maintained manner. this will lead to gather quality information regarding our project that’s why

we have selected these tools and technologies for our project.

SECTION-VII:

QUALITATIVE DATA:

QUALITATIVE DATA ANALYSIS

In this chapter we will be focusing on collection method of qualitative data and its analysis and figuring
out themes and codes from interviews of employees of Food panda and later finding out their
relationships.
Method of data collection

The method we have selected for qualitative data analysis is interviews, we have conducted interviews
from employees and employees of food panda in areas of Rawalpindi and Islamabad, as we have seen
that customers are complaining about Quality and employees about incentives, so we decided to get
information from employee side as well to know that why specific issues are increasing. So, we go to
offices and conduct interviews to analyze the reason why employees are behaving in a bad manner with
customers, why they can’t deal customers properly.

Software used:

As there are many software’s for qualitative data analysis, many of software’s need subscription, so we
downloaded QDA miner lite to feed our data into it and to bring codes and themes out of it and to
analyze the collected data accordingly.

Procedure used in sampling

As its earlier mentioned that for our qualitative data analysis we held interviews, for this us

sample size is more than 5 offices, we go there and asked the management to

randomly allow some employees to give us interviews, we then asked them interviews question

and not down all their data they were telling us.

Source of interview questions:

We have selected different articles and go through different related videos to bring best questions

to be asked, so we take our interview questions from article naming “ theory of employee data”

so, we selected suitable questions that we can asked from employees of Food panda and get to

know the situation at their side too, that why they are underperforming or unable to please
customers.

Themes and codes description and their relationship

When we feed our data in QDA miner lite (qualitative software), we get to identify and

examination of themes and codes under those themes, so for analyzing qualitative data, we have

used 5 steps that includes,

1. Collecting data through interviews

2. Reviewing our written form of interviews again and again

3. Putting data into software and Creating codes that we extracted out from employee

interviews

4. Create themes

5. After creating themes, we classify codes under those themes and described those themes

After these steps, we have checked through software that which codes are being discussed at

every interview form and after that we will be describing those codes and what are the employees

point of views regarding those codes and themes:

Theme CODE DESCRIPTION

 JOB SECURITY 1. STRESS Job security in case of Food panda
refers to important job issues that is
2. UNCERTAINITY
leading to employee depression,
3. IRRESPONSIBILITY
anxiety, and continuous stress due to
less incentives

1.STRICT WORK It means not having flexible working

TIME
timings with no incentives and far of
ENVIRONMENT
deliveries

2. FALSE PROMISES

3. WORK BURDEN
1. NO BONUSES An incentive is something
INCENTIVES
2. MOTIVATION that rouses or drives one to

3. NO accomplish something or
ACKNOWLEGMENT
carry on with a particular

goal in mind

SECTION-VIII

QUANTITAIVE DATA:

CUSTOMER SATISFACTION:
EMPLOYEE SATISFACTION:
SECTION -IX

SOLUTION PROVISION AND IMPLEMENTATION:

Selling on Food Panda or any other marketplace is very challenging. Millions of sellers have the same
dishes, and the battle to win a customer is intense. Food Panda is an online ordering and delivery
platform where users can find and order food by visiting their website or using the mobile app.The
Foodpanda app has 50 million downloads and operates in more than 2500 participating restaurants in
40 countries, including Singapore, Hong Kong, Romania, and the Philippines. How can you increase your
sales in Food Panda with this competitive landscape?

Ways on how to increase food delivery

sales in Food Panda
1. Build your reputation
Online reviews have become part of every customer journey because consumers trust user-generated
content, especially when buying food online. The internet is a trusted source for consumers on what
restaurants to choose from and what dish to buy. Consumers trust online reviews as much as personal
recommendations. Moreover, creating a review platform thus reduces search costs and helps
consumers get information easily and quickly. Then they can also track consumer opinions and improve
service for Food Panda customers.

Although there are different ways to make a solid brand reputation, you can focus more on getting as
many positive customer reviews as possible. Next is managing responses to the review sites and
monitoring the platform. You need to give feedback not only to your customer’s positive reviews but
also to the negative reviews.

2. Stellar online menu

A restaurant menu is an important sales tool. According to a Gallop poll, a customer will spend only 109
seconds perusing a menu. They scan it, read descriptions and check prices before making the decision.
So online menu on Food Panda must be crisp, concise, easy to read, and conveys all the necessary
information. They also need to place the food items strategically so they’ll be able to make profits.
Furthermore, they need to write short yet awesome menu descriptions. The Association for Consumer
Research says that dishes will sell up to 27% if accompanied by a well-written menu description.

3. Create a social Food Panda QR code

Getting your customers and prospects connected to your social media for Food Panda account is crucial
to your business.
One of the powerful QR code solutions you can use in social media marketing is the code. This solution
houses all your social media business pages like Facebook, Instagram, and Twitter along with your
restaurant page on Food Page in one code. Using the social Food Panda QR code, you can let them
follow, like, or subscribe to your social media business pages. They can also go directly to Food Panda to
order food right away.

4. Share engaging and authentic social media content

Consumers today are seeking authentic experiences and have high expectations of the brand’s
content. As a service, you need to be true to your brand voice and communicate openly to your
customers. As you build your brand’s social media presence, you have to channel authenticity in your
social media content. Your feed photos and captions should be more honest and thoughtful so
customers can take an interest and engage with you.

Before posting anything, assess how it represents your brand. Don’t post fake photos or photoshopped
images of your dishes that appear incongruent to what they really appear.

5.Leverage visuals

Mouth-watering and quality food photos appeal to the emotions of your customers. It makes them want
to taste your food. In your profile of Food Panda or on your social media platforms, make sure to use
great food photos

What does it mean with quality or professional photos?

The colors should be true to life; it is taken under natural light and focuses on the dish itself. So,
dedicate some time and effort to creating photos of professional quality.

6. Give discounts and freebies

People love discounts and freebies, especially when buying food on Food Panda. Why not offer
discounts on your dishes in select seasons like holidays or during special events?

You can also give freebies to loyal customers as an incentive to keep them coming back. To digitize your
discount offerings, you can also use a QR code.

With short-term discounts, you can bring attention to your business and may generate sales from
people who would not have bought from you at full price

7.Keep delivery service quick and easy

Provide excellent service to your customers so they’ll recommend you to others or purchase another
food for you. Make sure that the food is packaged safely, making sure that the food is hot when
delivered, and give special attention to necessary add-ons
The entire experience of ordering food and eating should be convenient and be fulfilling for the
customers. You have to ensure that the food is delivered on time, add-ons are flawless and there’s no
spillage issue from your end.

9. Newsletters for loyalty-building

Sending newsletters to your customers helps build brand engagement with your customers. Because

emails are personal, customers can feel connected to your brand.

Another thing is to offer exclusive discounts and to show appreciation to your existing
customers.

Just make sure to have the right design elements in your newsletter layout and a persuasive email
copy so it can catch your customers’ attention.
10. How to Improve Your Food Delivery Service in 2022
1. Make it easy for customers to order food anywhere, anytime.
2. Use data to adjust your schedule and delivery radius.
3. Introduce various payment and fulfillment options.
4. Streamline the order acceptance process.
5. Come up with new marketing materials and promotions.

11.Signing contract with riders:

signing contract with rider would enable the Riders to not quit their job in between therefore, food
panda would not face lack or deficiency of riders.

12.Providing incentives to riders:

Providing incentives to food panda riders would enable the riders to be more Efficient and loyal
towards their work. This would encourage them to perform even more better.

Therefore,
Aside from providing a great service, giving discounts, customizing customer orders, and many more, a
social media QR code can also help you boost your visibility in the digital space and maximize your target
market by connecting all of your socials into an optimized mobile landing page where customers can
follow you in your social networks.
SECTION-X

Recommendations:

After a lot of research, we found that Foodpanda has many problems and disadvantages that need to be
improved. This is because if the problems that Foodpanda faces are not improved, their customers will
have a bad impression of Food panda’s company and the company's economy will decline. So, there are
some recommendations for Foodpanda to increase their quality.

1. Increasing Geographic range:

The first recommendation to Foodpanda is they can increase their restaurants geographic range
even they are far away from the customers location in their apps. This is because the Foodpanda
apps are only applicable to restaurants in the area where the order is placed. This is a weakness
for Foodpanda. because not all of the restaurants are open in all places or city. So, the customer
will have many choices if the Foodpanda can increase their restaurants geographic range in their
apps.

2. Discount on delivery fee:

The second recommendation for Foodpanda company is they can provide a monthly package or free
delivery if the order is only for one person. This is because some customers will feel that it is not worth
to pay the delivery fee if only for one person. They can even drive their own car to buy their meal. The
monthly package is also a good choice for the Foodpanda apps. For example, if the customer pays like
Rs30.00 for monthly package. They do not need to pay an additional delivery fee for that month.

3. Establishing connection with restaurants:

The next recommendation for Foodpanda is they can expand its horizon to meet more customer
requirements. This is because not all the restaurants had cooperated with Foodpanda company. So,
there are some problems that the customer could not order their favorite restaurants from Foodpanda
apps. So, it must establish connections with many restaurants and attract more customers to the site.
This will provide more opportunities for enterprises.

4. Improving delivery time:

The next recommendation for the Foodpanda is they can improve their work efficiency especially during
delivery time and their customer service. The reason why Foodpanda need to improve their work
efficiency is because there are many customers complaint that sometimes Foodpanda the delivery time
is very slow or even exceeds the estimated time. Not only that, there are some customers also
complaint the Foodpanda employee that their poor customer service was poor, which makes the service
support team's response too slow or not even responsive at all. If Foodpanda employees maintain such
a poor working attitude, the reputation and image of the company will ruin.

CHAPTER 10:

LIMITATIONS:

We tried our best in collecting data and making this project but still we have faced some issues,

or we can say limitations are,

● As employees didn’t want to reveal their identity so it was difficult for us to gather actual data via
interviews because they had a fear that their data might got shared with organization they might get
fired.

● It took us long time in selecting best questions that we can easily asked as in International
organizations; you can’t get internal information easily.

● In this busy routine, it is difficult to engage customers as many customers avoid direct contact.

● Because of high rate of illetracy in employee getting survey forms filled from riders was little tough
because we have to translate them each question one by one it took a lot of time of ours.
REFRENCES:

https://www.foodpanda.pk/?gclid=CjwKCAiAp7GcBhA0EiwA9U0mtp-6f-
H9E_bEypXMjcCb4ObSmQ1jWh75vkdKtmAc5B8gmXbXOEeqEhoCIZoQAvD_BwE

https://foodpanda.portal.restaurant/login?redirect=%2F