Zomato: Can it win the Battle for Leadership in India’s Food Tech Market?



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Code : COM0268

Year :
2019

Industry :Food Aggregators

Region : India

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: This case deals with Zomato, the online restaurant discovery and food delivery company in India. Though it started in 2008 and had early mover advantage in Food Tech industry in India, it had to face hard-hitting competition from Swiggy, Foodpanda and Uber Eats. Every firm tried its level best to increase their market share either by giving deep discounts or providing varied offers. Zomato and Swiggy attained the Unicorn status in the year 2018. Both were able to get funding from various venture capitalists and private equity firms, etc. All these firms tried their level best to secure more customers. In the year 2017, Zomato launched a subscription-based program called Zomato Treats and a premium membership program called Zomato Gold. It was to be seen, how Zomato would ward off the threat from the heavily funded rival Swiggy and other players in order to retain its leadership position in the market.

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Pedagogical Objectives:

This case is designed to enable students:

  • Analyse the evolution of Food Tech industry in India and the competitive structure.
  • Discuss the changes in market dynamics brought in by players like Swiggy, Foodpanda and Uber Eats.
  • Create a roadmap for Zomato to chart out a successful growth trajectory in the expanding market



    Keywords :Zomato, Swiggy, Uber Eats, Foodpanda, Strategy, Technology, Porter’s Five Forces model, Food Tech industry, Online Food Delivery


    Contents :

    » INTRODUCTION
    » FOOD SERVICE INDUSTRY IN INDIA PRIOR TO THE EMERGENCE OF THE ONLINE DELIVERY BUSINESS
    » EVOLUTION OF ONLINE FOOD DELIVERY INDUSTRY IN INDIA
    » ENTRY AND GROWTH OF ZOMATO
    » OTHER PLAYERS IN THE ONLINE FOOD DELIVERY MARKET
    » MARKET SHARE AND INTENSITY OF COMPETITION
    » THE ROAD AHEAD
    » EXHIBITS


    Case Introduction >>


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