Zomato

What is it about?

This case reflects the potential different strategic directions a market can replicate in relation to the specific business model of a growing global online food ordering platform. Maya is the country manager of Zomato Lebanon. Zomato is an online restaurant aggregator and food delivery company that provides information, menus and user reviews of restaurants. While Zomato is growing exponentially in terms of number of users and listed restaurants, the platform has to constantly reinvent itself in order to stay competitive in light of increasingly aggressive competitors that are launching into the different markets it serves.

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Why is it important?

The learning objectives of the case study are as follows: 1. Assess and evaluate the challenges affecting a mobile food aggregator platform’s business model and its effect on the customer journey in a developing market. 2. Understand the relationship between the different stakeholders on such platform, namely restaurants, end-users and the platform itself, and its implication on the customer journey. 3. Develop different potential marketing strategies under that business context that can be implemented and replicated in a given emerging market.