The learning outcomes are as follows:
1. assess and evaluate the challenges affecting a mobile food aggregator platform’s business model and its effect on the customer journey in a developing market;
2. understand the relationship between the different stakeholders on such platform, namely, restaurants, end-users and the platform itself, and its implication on the customer journey; and
3. develop different potential marketing strategies under that business context that can be implemented and replicated in a given emerging market.
Zomato is an online restaurant aggregator and food delivery company that provides information, menus and user reviews of restaurants. While Zomato was growing exponentially in terms of number of users and listed restaurants, the platform had to constantly reinvent itself to stay competitive in light of increasingly aggressive competitors that were launching into the different markets it serves. Maya, the country manager of Zomato Lebanon, faced a key dilemma deciding which potential strategy to replicate from head office into the local market that would help her fend off rising competitors while still increasing the size of the market.
This case can be used mainly in senior undergraduate-level business school students. The case can be taught in courses covering marketing and strategy.
Teaching notes are available for educators only.
CSS 8: Marketing.
