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Case
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Reference no. 621-0023-1
Authors: Saligrama Agnihothri (Binghamton University); Balaraman Rajan (California State University, East Bay)
Originally published in: 2021
Version: 2-Nov-2020
Revision date: 28-Jun-2021

Abstract

This is part of a case series. The key objective behind the case study is to analyze the service strategy and sustainability of food-delivery business. Although it may look simple, design and delivery of such a service is very challenging. The case helps the students think about the three major components of service design: design of marketing (setting customer expectations), design of operations, and design of customer interface. Part A of the case also discusses service quality and related issues and part B of the case looks at challenges and opportunities amidst a pandemic. Students, as active users themselves, can easily relate to the food-delivery business (in contrast to business cases from other industries). The case brings out the importance of marketing and operations teams working together to create a well-designed service delivery system. The case is suitable for both undergraduate and graduate students. There are several challenges food-delivery businesses face. These include: the companies (i) underestimate the complexities and are not well prepared for it, (ii) underestimate the cost of delivering the service, (iii) underestimate the demand for the service, and (iv) set higher customer expectations and do not meet these (marketing and operations do not work together).

Teaching and learning

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

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Americas
Country:
United States
Location:
Binghamton, NY

Featured company

Anonymous company no. 1

Featured protagonists

  • Ruby Marisol (female), Owner
  • Juan Marisol (male), Owner

About

Abstract

This is part of a case series. The key objective behind the case study is to analyze the service strategy and sustainability of food-delivery business. Although it may look simple, design and delivery of such a service is very challenging. The case helps the students think about the three major components of service design: design of marketing (setting customer expectations), design of operations, and design of customer interface. Part A of the case also discusses service quality and related issues and part B of the case looks at challenges and opportunities amidst a pandemic. Students, as active users themselves, can easily relate to the food-delivery business (in contrast to business cases from other industries). The case brings out the importance of marketing and operations teams working together to create a well-designed service delivery system. The case is suitable for both undergraduate and graduate students. There are several challenges food-delivery businesses face. These include: the companies (i) underestimate the complexities and are not well prepared for it, (ii) underestimate the cost of delivering the service, (iii) underestimate the demand for the service, and (iv) set higher customer expectations and do not meet these (marketing and operations do not work together).

Teaching and learning

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

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Americas
Country:
United States
Location:
Binghamton, NY

Featured company

Anonymous company no. 1

Featured protagonists

  • Ruby Marisol (female), Owner
  • Juan Marisol (male), Owner

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