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Strategic Management

Introduction - Strategic Management

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Deliveroo is a very popular company for food delivery in London. This company was founded in the year of 2013 by Shue and a co-partner. This company has huge consumers based in several continents as well as countries such as Hong Kong, France, UAE, Italy, and so on. Deliveroo is famous for its outstanding food and many subsequent operations for the delivery of various means (Hildenbrand,  et al. 2021). This business has a huge consumer base with the benefit of its unique delivery system as well as outstanding food service to the consumers. However, COVID-19 has created a huge impact on the industry of hotels as well as hospitality, in the same ways it has had effects from it. This assignment will be focused on the analysis of the problem that brought about the break in COVID-19’s effects, as well as the evasion of the problem, as well as some recommendations that can bring success for the company again.


Environment the case study company is operating in

Will Shue face criticism in the year 2013 because of his idea for the home service with the very department? It's very tough to work in that appropriate situation. From that perspective, both proved incorrect about just the dish but correct concerning Deliveroo. Earlier this year, business corporations, which themselves were previously appraised at $2.2 billion, were forced to acknowledge that this could face an economic meltdown unless Amazon provided a significant capital investment (Jacobides and Lianos, 2021). Food delivery was very much affected by the pandemic. In spite of having a lockdown, the restaurant remained open to make people eat their food. At the same time, Deliveroo has been facing a monetary slow decline since Nando's shuttered. Deliveroo would have been on the verge of bankruptcy just months after going out of business, as restaurants banded together and takeout business stagnated. But in this circumstance, not only was COVID-19 itself responsible for the financial loss, the reason behind it was the high cost of national as well as international home delivery.

There seem to be 3 major participants in the United Kingdom, nearly a handful in the US, and more than 20 throughout Europe. Those companies are also the heart and soul of something like the service sector (Raki?, 2020). Also, it has brought changes to its delicious food as well as the style of delivery. At the time, the company had a requisition for changes because there was no sick leave for the company while the situation took place. According to a survey conducted by the NPD group, a company that is unable to bring a profit is due to a lack of appropriate workers as well as a lack of application to develop technologies. The amount of the delivery fee was $4.2 billion in February 2018. It was the aim of Deliveroo’s to achieve success in each and every market in the country.

Shu is described as being "very determined" and "media" by people familiar with him. According to one CEO, he then used reference tenets within Jeff Bezos' novel as an illustration of such a performance-enhancing way of handling an issue. They say that Deliveroo has a "growing in any way, expenses' ' mindset. Deliveroo's sales climbed by 72 percent to £476 million that same year, but its expenses climbed by 16.6%, to £199 million from £232 million, as the company poured money into its infrastructure and expanded across over 240 countries (Jenny, 2021). Long before the highly pandemic thwarted its plans. Per Peter said, "as per the current infrastructure, it will not be able to bring appropriate money" as well as the main consumers are those who could say, "don’t go for profits, the main purpose of your business should be to make the business amazing by serving fantastically." The song has already ceased. The world's largest and largest number of service providers absolutely can indeed be supported".

In recent days, the three primary British competitors have already been involved in a bidding war that some commentators have dubbed a "competitive market." The winners of that appropriate business are those who can handle a variety of business situations (Wörsdörfer, 2022). As a result, many competitors have competed with dominance, emptying their products of a lower amount of money for the desire to make consumers more attracted to them as well as to ensure the success of these products with a prodigious amount of money. After competing with other competitors, Deliveroo also decided to apply some strategies to make the consumable attract particular things.

Most of the time, the strategic plan is to target the "splitters," "conquer" any community that it operates in, and ensure that perhaps the meal it offers is of the highest standard. Since the result is quite different, a lot of money has been spent on the promotion of the service as well as advertising. A higher amount of money has the potential to pay for a highly qualified chef that makes more money in the business (Jenny, 2021). After this took place, Deliveroo did not announce the cost of the advertisement in the year 2019. As per the commitment from various new sources, the company spent $10 million dollars in the year 2018. The same expense was mainly increased for several years. Such, combined with Deliveroo's quick advancement, demonstrates how much the company has progressed itself from the initial periods when it spent little or no advertising dollars and relied on utterance to thrive. Later, Deliveroo receives a 30% split from the restaurant business on average, however, in the brand of tickets, it has been provided by the company to provide extra benefits for each of the websites (Blundell, et al.  2020).


Environment affecting the company

When the coronavirus outbreak broke out, some governments permitted Deliveroo and its partners to carry on business as usual, classifying riders as individual employees. This appears to have given faltering establishments around the state a lifesaver after being forced to close due to federal regulations (Daskalova, 2018). However, the expected surge in supplies actually materialized. Despite the fact that customers started getting takeout, the faltering hospitality industry began collapsing there under sociological separation policies, and selections were soon shortened. Other competitors like KFC and Wagamama have created a huge impact on the business of Deliveroo through their strategy, but are facing a huge financial shortage as compared to the other brands (Woodcock, 2020). The pandemic has affected a lot of small businesses, but also businesses on a large scale, halting sales, especially in the foodservice industry. This financial loss is just not able to be absorbed by many companies with the collaboration with Deliveroo that has had a lot of effects.

After competing with the financial loss, it has affected many aspects of the growth as well as the sales of the company. The financial health of Deliveroo was completely down in February at the time of the scenario due to various issues that have already been revealed. CM additionally gives the financial statement of the Deliveroo. The main issue arises as a result of financial consequences as well as the outbreak of the Covid-19 outbreak, making it difficult for delivery to compete in the financial markets with other competitors (Ricart, et al. 2020). Due to an inevitable financial loss, CMA's pledge has declared that due to a financial loss, the situation has now stated that Deliveroo must depart the market. Employees at Deliveroo were overjoyed when the CMA approved the deal. The commitment has been made by CMA’s chairperson “I honestly believe people are rather optimistic about just the long term prospects”.

According to CEO Shu's vow and pledge, Covid-19 improves the situation by generating online meal delivery through which it will be able to further develop its online food delivery. Also, the commitment has been made by the ceo that the business of food delivery has been down in the last few years, as the COVID-19 brings the exploration of the increase in the sale of food online. As well as understanding the circumstances, Amazon also brings the Daring Kitchen with the greatest editions (Cano,  et al. 2021). It has been noticed that your Deliveroo after the outbreak of COVID-19 also brought some changes in the increase of sales through the sale of food through the food application.

Many consumers are immensely interested in joining in the application to get the food that also brings new analysis for Deliveroo. It has also been noticed that many elderly consumers also show their interest as well as prefer more food via online food delivery (Edward, 2020). The company has been facing a huge financial crisis for several years, but after the situation of Convict-19, they also brought changes in the area of online food with new innovations that the company did not plan for.


Does the company have the right strategy?

The key to success in the food delivery company is strategic. Deliveroo has an excellent strategic plan to run the business around the world, but several competitors have raised their service levels at the same time, posing a major difficulty for Deliveroo. The strategic plan for the Deliveroo many critics has commented that the plan for the Deliveroo less amount of barriers to entry in the market along with the high amount of the cost (San Martin, 2019). Making a suitable food delivery service for any location is a first impression for the company, which requires an acceptable application that connects the restaurant to meet the needs of the customers. These considerations are critical because the company's success is contingent on them. After entering the UK market, Deliveroo has revealed that competitors such as Uber and UbersEats are losing money in order to expand their business. So, when it comes to business expansion, Deliveroo has a solid strategy in place to make the company successful.

Deliveroo has done some collaboration with other companies in order to take the right steps while developing the strategy. Nevertheless, all of these collaborations are dependent on the time to stay (Lu and Yang 2021). It can also be an appropriate move for a company to form a partnership with another company after an arrangement with another has expired. Staying in an acceptable supply chain is also dependent on the firm's strategy because it is possible that the chin will be broken as a result of an inadequate strategy. Therefore, the company must take appropriate steps (Zhang 2021). The strategic plan of delivery has some benefits as well. For example, for the fee of subscription, the Deliveroo model of premium offers a variety of advantages to the consumer, such as every purchase exceeding £10 qualifies for home shipping, premier customers are given steep deals. Technical support will be provided 24 hours a day, 7 days a week for a free version trial to see if it's right for the consumer or not.

After analyzing the firm in terms of competitors' business models, Despite having a strategic dilemma that may have been avoided, Deliveroo has an appropriate business strategy. Deliveroo can supply bulk meal orders, specifically for workers, at a cheap price and with a variety of food options (Cant, 2020). Deliveroo can also enable the opportunity to acquire food from any restaurant in the country. Deliveroo's business model is sound, but it needs to make more strategic changes to keep up with its competition and adapt to the changes.


 What changes should the company make to its profit strategy?

Any company strategy plays a crucial role in running the firm and making it profitable (Meijerink, et al 2021). To increase earnings as well as maintain market share, Deliveroo must first understand two things: first, how to improve the strategy, and second, how to recognize the opportunity that generates profits. For Deliveroo's opportunities that need to be prioritized, such as:

Carriages and food stalls

The best plan for Deliveroo is to implement a strategy by giving more options to the consumer to provide carriages as well as more food stalls. so that people can see the food items that are meaningful to them (Galati,  et al. 2020). To make the business more profitable, it would be better to give Deliveroo better opportunities to bring in more profits.

Clubs and Collaborations

Collaboration with bars benefits the business in various ways, including the fact that people enjoy going to bars, and bars are known for their drinks (Galati, et al. 2020). At the same time, if individuals could get appropriate cuisine there, it might boost business, increase sales, and attract new customers.

Further construction increased profits

To increase profits, Deliveroo needs more business in numerous nations as well as more cities in order to achieve success and make adequate earnings in order to compete with its competitors. To make the business profitable, the audience must be targeted, and the appropriate location for the business expense must be understood (Meijerink, et al.  2021).

Client Service Improvements

Providing numerous types of services to customers will help Deliveroo boost its chances of success. It could be a good plan for Deliveroo to offer free subscriptions to customers so that they can take advantage of all of the services and help Deliveroo enhance its service quality (Jacobides and Lianos, 2021).

There are a few things to keep in mind when implementing a new strategy, such as

  • The lower costs of competitors can create a negative impression and reduce sales of Delivroo's food items. So, before embarking on any new venture, conduct an analysis by observing the rivals (Raki?, 2020).
  • In many countries, street foods are subject to restrictions. To make the business appropriate, it must have taken the appropriate analysis before starting the business.
  • Because it is the primary impediment to the success of your business, devise a strategy similar to that of your competitors. Currently, the business situation is too tough to make appropriate, so to make profits, it should be necessary to develop an appropriate marketing strategy to stand beside the rival by providing delicious food (Jenny, 2021).


The food delivery business is generally a low-cost business, however. The current situation is quite tough to make profits in because, in many sectors, the competition is tough. However, the contemporary situation is extremely difficult; the economic market is saturated, processed foods are expensive, and people's choice budgets are limited (Blundell, et al.  2020). The reason behind Deliveroo's success is the variety of food offerings with many different costs. However, for several issues, the company has been going through trouble, which has already been mentioned above. Deliveroo generates revenue from delivering, indication, and service charges, along with membership dues and food costs because of its own virtual restaurants. Food delivery service provided by Deliveroo, as well as the food provided by Deliveroo, is environmentally friendly. As the competition level is increasing day by day, it is getting quite tough to maintain an appropriate business strategy as per the analysis of the business (Woodcock, 2020).

Due to Deliveroo's marketing strategy, it has remained popular for many years after its introduction as an online meal delivery service. However, a few suggestions can assist Deliveroo in surviving in the face of adversity in the online meal delivery market in the next few years (Ricart, et al. 2020). Deliveroo needs to work on a new strategy that will bring more profitable business to the company in order to keep the strategic plan on track.


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