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Published by:
IBS Case Development Center (2019)
Length:
13 pages
Data source:
Published sources

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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Zomato; Swiggy; Uber Eats; Foodpanda; Strategy; Technology; Porter's five forces model; Food tech industry; Online food delivery

Setting

The events covered by this item took place in 2008-2019.

Geographical setting

Region:
Asia
Country:
India

Featured company

Company name:
Zomato
Employees:
5001-10000
Turnover:
USD 206 Million
Type:
Privately held
Industry:
Food aggregators

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