develop a concise marketing plan and a customer relationship management plan on the basis of the identified strategy using a relevant model such as aida aidca sostac etc

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To carry out a group project related to the development of a new B2C site (not an existing brand, they create their own brand), choosing ONE of the following sectors: Corporate Card Providers (i.e. Brex, Mercury, Stripe), Fleet Management (i.e. Samsara, Verizon, Gpsvox) or Food Delivery (i.e. Glovo, Deliveroo, Uber Eats), Ride-Hailing Apps (Uber, Lyft, Gett). Students will be expected to select and apply appropriate theories, techniques and models studied during the module whilst having regard to the practical aspects of strategy development. The assignment should be presented in a business project format and should be within the range 3,000 ± 10% words per student (excluding executive summary, table of contents, references and relevant appendices).

*3,000 word explanation based on our topic which is a Food Delivery App called Aller-Go.

Core business: Eco Friendly food delivery app targeted for millennials with 8 most common allergies.

We have our own kitchen which makes food inspired by famous restaurants listed below, inspired and cooked in a healthier allergy free way, they being sent out for home deliveries.

Supplementary services: Kitchens that make your favorite dishes more allergy friendly, Promotion with Netflix first timers/Amazon prime, Camera in the kitchen for proof, Customers can have an option to recycle through the app, specific menu for specific allergies

Restaurants: Five Guys (Fast Food), Subway (Sandwiches), Le Pain Quotidien (Breakfast) , Paul (Bakery), Dairy Queen (Icecream), Franco Manca (Italian), Comptoir Libanais (Middle Eastern) , Itsu (Sushi) , Nandos (Chicken), Wok to Walk (Chinese), Biryani Guys (Indian), Squirrel (Salad)

Audience: Millennials with allergies

Discuss actual potential demand: Demand from people with allergies to safely order food without being worried about cross contamination

Competitors: Healthy food planning companies (HelloFresh) & (Nurture Life)

Business Model

Key Partners:

  • Media Service Provider (Netflix & Amazon Prime)
  • Restaurants that menu is inspired by (agreement)
  • Gnewt – Fully electric delivery service
  • Suppliers

Key Activities:

  • Kitchen management
  • App management
  • Riders management
  • Customer management
  • Allergy & Quality control

Key Resources:

  • Algorithms: for driver route, app, camera for kitchen
  • App
  • Free from suppliers, such as Booja-Booja (desserts and ice cream), Coconut merchant ( main ingredients), Bosse-Interspice (spices).

Value Proposition:

  • Food from favorite restaurants allergy free delivered to your door
  • Rush delivery option comes with a fee
  • Trustable allergy friendly food

Customer Relationship:

  • Promotions for customers
  • Customized allergy friendly food
  • Customer assistance

Channels:

  • App & Website

Customer Segments:

  • Consumer with severe allergies
  • Consumers who can’t safely eat at commercial restaurants
  • Consumption at home
  • Consumers who are trying to be healthier

Cost Structure:

  • Rider salary
  • Rent for kitchen
  • Chef cost
  • Supplier cost
  • App & Web development and maintenance

Revenue Streams:

  • Transaction Fees
  • Rush order fees

 
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