Reference no: EM132776161
MKT 6210 Marketing - Abu Dhabi School of Management
Learning Outcome 1: Critically apply advanced skills required in research, analysis, evaluation of complex ideas, information, concepts and/or activities related to marketing.
Learning Outcome 2: Synthesize advanced problem-solving skills to analyze highly complex issues with incomplete data and develop innovative solutions and proposals relevant to marketing.
Program Learning Outcomes:
PLO1 Critically evaluate opportunities in a variety of contexts using innovative approaches to create value for stakeholders and society.
PLO4 Select appropriate research instruments to address domestic factors and drivers in the global context.
PLO5 Combine relevant theoretical advances with functional business skills to construct timely and informed decisions.
Assessment
Internet Food and Beverage sales in the UAE have grown at a compound annual growth rate (CAGR) of 21% between 2015 and 2018 (dubaichamber.com, 2019) and poses challenge to retail e- commerce. An offshoot of this segment is a growth in the online food delivery platforms. The outbreak of the pandemic has helped accelerate the growth of online food delivery service providers. It is expected that this market will surpass a valuation of $4.2 billion by 2029 (apnnews.com). The outbreak of COVID-19 has helped the growth in the online food delivery services which have positioned themselves as a safe alternative to hotels, restaurants and other social venues. The future of online food delivery services appears optimistic and positive. Yet, on the other hand one finds established players like Uber Eats exiting the market, or others losing the battle to the competition due to acquisitions, influx of cloud kitchens, increased competition in the already saturated market and serious allegations from customers of overcharging.
1. As a marketer of a startup online food delivery service in UAE, you are charged with the task of helping the company grow. You are expected to create a detailed marketing plan with a specific focus on the marketing mix elements.
To assist you in this task, some resources are provided such as news reports, a video and a sample of marketing plan.
While coming up with an effective marketing plan, you are required to do a thorough research on the UAE food delivery market, competitive landscape, customer segmentation, buying behavior, pricing, delivery and other promotional activities and provide your effective recommendations.
APA referencing format
Attachment:- Marketing.rar
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