Hi, this is a group assignment & my part is only PART (C). You are required to prepare 2500 words (Marketing plan & Consumer insights) in Harvard st

Hi, this is a group assignment & my part is only PART (C). You are required to prepare 2500 words (Marketing plan & Consumer insights) in Harvard style & PPT with the script. You must read Part (A) in order to start Part (C).

Regarding the Marketing Plan, you MUST prepare based on the 2.2 RESEARCH PROBLEM (highlighted in Blue).

Consumer insights you MUST relate to Part (A) as below.

Each Instructions are given below (refer to Part (C)). Format of the report should follow as 4 below.

Take note: DV & IV (at p.17) is utmost important & please follow the DV & IV.

Thank you.

Advanced Marketing Management

Design Survey Instrument

This assignment helps to enhance knowledge of various strategic marketing and research practices, concepts, theories, and principles learned. Strategic marketing issues do provide an opportunity for students to apply marketing concepts in the solution of complex business problems.

Problem-based learning (PBL) assignments help to enhance student understanding of the integrative nature of management decisions. The objective of embedding PBL assignments in this module is to give the students an opportunity to see first-hand how the concepts they learn in different areas can be applied together to solve a problem in the dynamic real-world situation. According to the objectives of PBL, this opportunity is supposed to create greater interest, deeper understanding, and longer retention of concepts learned in the course. In addition, this assignment provides students with an opportunity to demonstrate innovative ideas, research skills, and creative abilities that they have gained during their coursework.

Therefore, this assignment provides an avenue for students to apply functional knowledge in an integrative way, and at the same time develop students abilities to properly collect and synthesize information about complex global situations, and to think critically.

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4099560-444500Task Background

Based on a company of your choice think about how technology can empower or disrupt your organization. Assess if the technologies currently implemented in your organization enable you to provide personal, social, and experiential solutions to your customers. Conduct a market research to understand the consumer insights and propose a strategic marketing plan for an innovative product/service of your choice.

SURVEY DESIGN ASSIGNMENT 30%

PART A: REVIEW OF LITERATURE

develop a critical review on the studies that have been done about current approach (especially strategic marketing and consumer insights) based on the two/three IDVs and a DV;

identify research gaps within this particular topic and propose a design survey instrument to collect relevant information; (Based on Statement/5 points Likert Scale)

GROUP PROJECT PITCHING & REPORT 50%

PART B: INDUSTRIES AND MARKETING STRATEGIES

identify how industries marketing practice have changed to create value and stay relevant;

discuss why the above industries were impacted as such;

analyze the marketing strategies undertaken by industries to adapt to the situation.

PART C: PROPOSED MARKETING PLAN (2500 words) + PPT with script

recommend a marketing plan to promote your product (with strong justifications, can also be based on input from Part A and Part B);

(MUST prepare the marketing plan based on (Part A) points 2.2 below (highlighted in light blue))

identify the consumer insights in the competitive market;

(MUST relate to Part A)

Presentation

You are required to do a 10-minute to 15-minute voice recorded PowerPoint presentation deck based on your responses in Group Report

Note: A reference list needs to be included in the final slide

Task Consideration

You can use relevant analytical tools to analyze information. Original authors of any publication should be properly cited using Harvard style.

Report Writing Requirement

The report must be word processed and submitted in softcopy. The recommended length of the complete report is 5,000 words (+/- 10%). The number of words do not include the table of contents, references and appendices.

Format of Report

Cover page

Table of Contents: List all the major sections, with page numbers

Executive Summary (Abstract): a brief summary of the report

Introduction: a clear identification and discussion of the main task of the assignment

Body of Report : include all the tasks given

Summary and Conclusion: strong and relevant summary of the report

References: full referencing of citations, consistently following Harvard style guide

Appendices

Marking Allocation

Marks will be allocated as follows:

Research-informed Literature15 marks

Knowledge and Understanding of Subject20 marks

Analysis20 marks

Practical Application and Deployment35 marks

Skills for Professional Practice10 marks

Total100 marks

PART (A)

1.0 Executive Summary

FoodPanda, the renowned food delivery platform, has emerged as a game-changer in the way people order food. Founded in 2012 by Ralf Wenzel and Benjamin Bauer, the company swiftly gained popularity and expanded its operations to more than 40 countries worldwide. This executive summary provides an overview of FoodPanda's background, the problems which rise upon the needs for this study whereby users face frequent disruptions in their experiences in utilizing FoodPanda delivery service application, and its application in relation to the influence of technology on overall FoodPanda Services.

The key factors have been identified in this study which are, Mobile Application Features (IV-1), Customer Service (IV-2) and Cost (IV-3) and these factors are used to determine the significance relationship with the influence of Technology on FoodPanda service in Malaysia. By leveraging technological advancements and developing a user-friendly platform, FoodPanda transformed the way people order food. Through its mobile app and website, customers can easily browse a wide range of restaurants, select their desired dishes, and place their orders with just a few taps. This streamlined process significantly enhances convenience and efficiency, making it a preferred choice for food enthusiasts. Hence, in this study, Technology Acceptance Model (TAM) will be further discussed as its underpinning theory in relation to FoodPanda service in Malaysia.

In this study, the Likert 5-point has been used to construct the survey form, which enables crucial data such as attitudes, opinions, and perceptions to be collected. The survey form consists of demographic data such as gender, age, income, occupation, and level of education to understand the respondents behavior. Plus, a five-point rating system has been used according to the Likert 5-point to gain the respondents agreement and disagreement.

(PART A)

Introduction

Background

FoodPanda, the leading food delivery platform, has changed the way people order food (Inthong, C. et al., 2022). Founded in 2012, the company quickly gained popularity and expanded its operations to over 40 countries around the world. Initially, FoodPanda was founded by two entrepreneurs Ralf Wenzel and Benjamin Bauer (Hasan, A, A., 2022) with the aim of revolutionizing the food delivery market. The company started operations in Singapore and quickly expanded to other countries to capitalize on the growing demand for convenient and hassle-free food delivery services (Klalp & zdoan, 2019). In 2014, FoodPanda acquired its main competitor Delivery Hero, giving them the opportunity to strengthen its market position (Suleiman, S, A. et al., 2021)

Given that, FoodPanda offers a seamless and intuitive experience for customers and restaurants. Through the app or website, customers can easily explore different restaurants, browse menus, and place orders (Teichert et al., 2020). The platform provides detailed information about each restaurant, including ratings and reviews, allowing customers to make informed decisions which greatly contributed from the involvement of technology (Hwang & Kim, 2020).

Since then, restaurants have approached FoodPanda as they offer a valuable opportunity to reach a larger customer base and increase sales. By partnering with FoodPanda, restaurants can benefit from a wide network of customers and leverage the company's marketing and delivery infrastructure through the technology adopted by FoodPanda within its business model (Zhao & Bacao, 2020). This has proven particularly beneficial for small, independent restaurants, helping them compete with larger chains (Yeo et al., 2021).

Research Problem

The food delivery service application has transformed the way people order food, offering conveniences in services along with the wide range of options at the click of a button (Dai et al., 2022). However, like any technological innovation, it is not without its challenges which results in the needs for this study.

One of the key research problems associated with food delivery service applications is user experience and interface design (Young-Ok, 2019). Food delivery services are widely used by a large range of customers from differing backgrounds to a degree of dissimilarities in age category, knowledge, and behavior (Buta et al., 2020). Therefore, the user experience on the interface design becomes one of the crucial problems. Food delivery service applications are found not to be intuitive and unfriendly which fails to attract and retain users (Habib et al., 2022).

Additionally, the concerns about using the food delivery service application are raised by the reliability and consistency of the service (Jun et al., 2021). Users often report problems such as late deliveries, poor customer service and incorrect orders (Mazhar et al., 2022). These problems can lead to customer dissatisfaction and may impact on the reputation of the platform. Customer service plays a vital role in the success of any service-oriented platform (Iwu et al., 2021). The effectiveness of customer service and conflict resolution processes is an essential research problem (Song et al., 2018).

Besides, pricing and transparency are significant concerns for users of the food delivery service application (Adam, 2023). Some users have reported discrepancies in menu prices between the application and the restaurant's physical menu (Silva et al., 2022). Additionally, delivery charges and service fees are not always clearly communicated, leading to unpleasant surprises for customers (An, 2021).

Research Objective

The aim of this research is to understand the influence of Technology on FoodPanda service in Malaysia. Hence, the research objectives for this study are as below:

RO1: To determine the significance relationship between Mobile Application Features and the influence of Technology on FoodPanda service in Malaysia.

RO2: To determine the significance relationship between Customer Service and the influence of Technology on FoodPanda service in Malaysia.

RO3: To determine the significance relationship between Cost and the influence of Technology on FoodPanda service in Malaysia.

Research Question

The research questions for this study are as below:

RQ1:Is there any significant relationship between Mobile Application Features and the influence of Technology on FoodPanda service in Malaysia?

RQ2:Is there any significant relationship between Customer Service and the influence of Technology on FoodPanda service in Malaysia?

RQ3: Is there any significant relationship between Cost and the influence of Technology on FoodPanda service in Malaysia?

Literature Review

Technology Acceptance Model (TAM) Theory

Technology has become an indispensable part of our lives (Khanal, A., 2021), transforming various industries and sectors. The food delivery industry is no exception, with platforms like FoodPanda revolutionizing the way we order and receive food. To understand the acceptance and adoption of FoodPanda from the perspectives of their customers, we can turn to the Technology Acceptance Model (TAM) (Praweswara, J, P, I. et al., 2020), a theoretical framework widely used in the field of information technology research.

In the 1980s, the Technology Acceptance Model, developed by Fred Davis, aimed to explain individuals' acceptance and usage of technology (Su et al., 2022). TAM suggests that perceived usefulness (PU) and perceived ease of use (PEOU) are critical factors influencing users' attitudes towards and intentions to use a particular technology (Govender & Basak, 2017).

Many point out that Perceived Usefulness (PU) refers to the degree to which a person believes that using a particular technology will enhance their performance or productivity. When it comes to FoodPanda, users may grasp the service application to be useful because it permits users to order food conveniently (Waris et al., 2022) and handily, save time, and access a wide range of restaurants and cuisines (Balakrishnan & Shuib, 2021).

Apart from that, Perceived Ease of Use (PEOU) refers to the extent to which individuals believe that using a technology is effortless and requires minimal mental and physical effort (Su et al., 2022). FoodPanda's user-friendly interface, intuitive design, and hassle-free ordering process (Klalp & zdoan, 2019) contribute to a positive perception of ease of use. Undoubtedly, FoodPanda has obtained significant popularity and user adoption since its launch.

Influence of Technology on Foodpanda Service in Malaysia (DV)

Technology has assisted us to see the world in different ways, hence the food delivery sector is no exception. FoodPanda, which is a major player in the food delivery market, has experienced significant changes due to the influence of technology.

Many studies have been conducted highlighting the convenience factor as one of the key benefits of technology in the Foodpanda service (Yeo et al, 2021 & Liu et al, 2021). By only having smart phones, customers now could order food with only a few clicks. This ease of use has led to increased customer satisfaction and loyalty.

Ling et al (2021) said that convenience of ordering through Foodpanda's app positively influenced customer satisfaction. By having technology, FoodPanda is able to streamline the ordering and delivery processes as they utilize the benefits of automated order management systems and GPS tracking (Aprilliyanto, 2013).

Studies found that the advantage of technology helps FoodPanda to lead to a significant reduction in delivery time and increased order accuracy (Bare et al, 2021 & Kamilah et al, 2020). This not only improves FoodPanda's overall reputation but also makes them a reliable food delivery service.

But anyhow, on the other side some traditional brick-and-mortar restaurants may have difficulties due to progress of technology as they lose out on dine-in customers, affecting their revenue and sustainability (Furlan, 2021). But in contrast, a study conducted by Ahuja et al (2021) said that even if there was a slight decrease in dine-in customers, the overall revenue of restaurants did not significantly decline.

This suggests that while technology may disrupt the industry, there is still room for both traditional restaurants and food delivery services to coexist.

Mobile Application Feature (IV-1)

Nowadays, the usage of mobile applications has revolutionized various industries including FoodPanda. Due to the user-friendly mobile app, FoodPanda has gained their popularity tremendously.

Studies found that features like real-time order tracking and personalized recommendations significantly impact customer satisfaction (Patnaik, 2022). Real time order tracking allows transparency while personalized recommendations help to enhance the overall food ordering experience.

As the technology gets advanced, many service providers like FoodPanda are able to increase the order accuracy as it reduces the order errors (Tanpure et al, 2013). But at the same time, it reduced human interaction and personalized customer service which likely would reduce customer satisfaction.

On top of that, FoodPanda also needs to be aware that not all customers have access to smartphones or are comfortable using mobile apps (Ganeshwari, 2021). As such, certain demographics may be excluded or have limited access to FoodPanda due to this digital divide. Hence it is crucial for FoodPanda to strike a balance between technological advancements and maintaining a human touch in customer service.

Customer Service (IV-2)

Technology has assisted FoodPanda in improving their communication and feedback mechanism between the platform and consumers. Chatbox helps FoodPanda to support customer enquiry and resolve them almost immediately.

Studies have shown that the availability of real-time customer support significantly increases customer satisfaction and loyalty. On top of that, artificial intelligence (AI) in FoodPanda's customer support improved response accuracy as it allows them to handle a larger volume of customer inquiries (Shahid et al, 2023).

But still, there are possibilities of biases in AI algorithms which would require the need for human oversight to ensure ethical and fair decision-making (Schwartz et al, 2022). In addition, some studies (Uthamaputhran et al, 2021 & Yeo et al, 2021) have highlighted concerns regarding privacy and data security, due hackers that used illegal methods to abuse consumer information that was saved on their mobile application (Kuisma et al, 2007).

Often customers provide their personal information and payment details to Foodpanda, hence there is a need to robust security measures to safeguard this sensitive data. Failure to do so may compromise customer trust and loyalty.

Cost (IV-3)

Lee, Illia, and Lawson-Body (2010) contended that price fairness contributes to a proper predictor for the purchase decision and customer loyalty. Technology somehow allows for cost effective operations whereby it helps to offer lower delivery fees and competitive menu prices for customers.

But at the same time, a study conducted by Huang et al, 2006 argues that delivery charges are not the most important factor. This may be due to the priority that theyre putting on quality over the delivery cost. But anyhow, a study by Bagot et al (2022) argues that customers tend to opt towards reasonable delivery fees as they refuse an order in food delivery sites if that means that adding up the price of their purchase would make their process of ordering more expensive.

Nevertheless, in a study conducted by Aryani et al (2022), they have examined the relationship between price and consumer behavioral intention toward the use of FoodPanda application. It is somehow proven that there are positive relationships between these two as price fairness and satisfaction positively influence customer repurchase intentions and show loyalty (Cakici et al., 2019).

4.0 Research Gap

Studies on technology cover a very huge and wide range of topics. This is because it is an evolving field that impacts various aspects of our lives. Studies on technology are often linked with effects of technology on individuals, societies, economies, and the environment (Johnson et al, 2021 & Li et al, 2020).

But anyhow there are very few studies that have been conducted taking Malaysian consumers as populations. The closest one would be study by Aryani which investigates the factor influencing consumer behavioral intention to use food delivery service (Aryani et al, 2022). However, many different nationalities responded to the poll in this study, resulting in a population that was not entirely Malaysian. Due to these obvious gaps, this study would focus on the Malaysian population in order to narrow down the gap.

According to Mikolon et al (2015), they disagree that technology enhances customer support as it says customers' cognitive capacity is drastically reduced at moderate levels of perceived complexity. But anyhow, according to two studies by Karimi et al (2001) and Khrais et al al (2021), technology helps to improve customer service performance. This is because the app's built-in capabilities, such as GPS and camera support, which improve consumer interaction, increase customer engagement. Hence this study would give a clearer understanding that technology does improve and enhance customer service engagement which results in loyalty.

Rodger (2007) discusses defensive and proactive innovations in food service technology, but as a whole never directly addresses any cost savings. Talha et al (2022) at the same time proposes a blockchain and smart contract-based food delivery system in favor of information security and service delays but does not specifically focus on cost savings as well. But on the side, Yeo et al (2017) argued that technology does it charm by offering more discounts which results in cost saving. Due to this obvious gap, this study would give a clearer picture that technology does reduce cost and expenses.

Even though there are many studies (Ahn, 2022 & Song et al, 2021 & Shah et al, 2021) conducted which support that technology somehow enhances the mobile application features of food delivery service, still there are many issues that come along the way. Study by Lee et al (2017) said that despite the advance of technology, mobile applications of food delivery service may

encounter some glitches and errors. Many have been complaining on how their payment was rejected, incorrect orders and delays in delivery. These hiccups may impact on the customer experience, hence lead to frustration. Thus, due to this gap, this study would give a better understanding of the impact of technology on the mobile application features of FoodPanda.

5.0 Research Framework

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Figure 1: The Research Framework

6.0 Design Survey Instrument

In many studies, Likert 5-point scale is widely used and preferred measurement scale for research surveys (Mirahmadizadeh et al, 2018). The reason is that it allows the researcher to collect important data by evaluating attitudes, opinions, and perceptions.

In this study, we collected respondents' demographic details such as gender, age, education level, occupation, income level and followed by identifying if the respondents are existing or new users to understand the overall general behavior of our respondents (Riaz et al., 2022).

In this study, we have opted for Likert 5-point scale as well as it represents respondents with a statement or question and asks them to indicate their level of agreement or disagreement on a scale of five options (Boone et al, 2012). This Likert 5-point also provides the researchers with a structured and standardized format and offers simplicity and ease the process of statistical analysis.

Table 1: Measurement items for Mobile Application Features, Customer Service, and Cost.

Construct Measurement Items Sources

Mobile Application Feature I find it easy to navigate in the FoodPanda app. (Adam, 2023)

(Jenneboer et al., 2022) (Perlman, 2007)

I am satisfied with the visual design and layout of the FoodPanda apps user interface. The FoodPanda app meets my expectations for providing a seamless and enjoyable food ordering experience. I am satisfied with the responsiveness and speed of the FoodPanda app in terms of loading and processing orders. The FoodPanda app has enhanced my overall ordering and dining experience. Customer Service FoodPanda data analytics analyze my food behavior and help to discover my preferences accordingly and enhance my food satisfaction. (Adithya et al., 2017) (Reyna, 2023)

(Riaz et al., 2022) (Shaeeali et al., 2020)

Assessing updated menu changes, promotions and accurate food details provided by FoodPanda affect my final decision in ordering food delivery. The feedback and ratings left by customers via FoodPanda help to recognize the improvement areas in the post-purchase experience. The status of real-time tracking of FoodPanda delivery certainly improved my confidence in the delivery process. The availability of 24/7 customer support by FoodPanda ChatBoxis beneficial to me and it has boosted my order satisfaction. Cost FoodPanda price fairness influences my repurchase intentions and shows loyalty. (Aryani et al., 2022) (Cakici et al., 2019) (Kamilah et al., 2020)

FoodPanda occasionally provides digital discounts, making my orders more affordable. FoodPanda delivery fees are known in advance, allowing better budgeting and cost predictability. FoodPanda control ordering environment prevents overspending compared to dining in a restaurant. FoodPanda offers diverse restaurant options, enabling me to explore various cuisines without extra travel expenses.

8.0. Appendix

Questionnaire for the Influence of Technology on FoodPanda service in Malaysia.

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