SCENARIO: THE FUTURE OF iGRABFOOD : AN E-COMMERCE APPLICATION

Jayne is a Masters in Business Administration (MBA) graduate from one of the reputation universities in Muscat. She got the best e-business proposal award during her graduation rites. After graduation, she founded a business with her two closest friends and named the business as iGrabFood (fictitious name). The business goal is to provide customers with fast, reliable and easy food ordering application from various restaurants and shops all over Muscat.

iGrabFood is a food ordering and delivering service that connects individual customer to local restaurants in a fast and easy transactions. It offers variety of food from different cuisine such as Filipino, Indian, Turkish, Lebanese, European, etc.

iGrabFood is available 24/7 (24 hours, 7days a week) from Sunday to Saturday in all areas in Muscat. However, the order and delivery of food depends on the operating hours of the restaurant/s listed in the app. There is no minimum order value required. The payment for each order is calculated based on:

customers total cost + delivery fee

Customers total cost includes menu items ordered and a delivery fee based on the location per kilometer. The delivery fee includes driver-partners payment.

The business works like this:

1. iGrabFood company has great partnerships with more than fifty (50) merchant-partners from

different restaurants and coffee shops all over Muscat;

2. Customer download iGrabFood app from their mobile phones;

3. Customer register in the app with their personal information and begin to order;

4. Order will customer;

5. iGrabFood

6. iGrabFood

7. iGrabFood

8. iGrabFood

9. iGrabFood

10. iGrabFood

be received by the iGrabFood company and verify customers details by calling the

sends confirmation to the customer;

sends order to the merchant-partners

sends monitoring link to the customer to monitor the progress of the order;

delivers order to the concerned customer;

collects payment directly from their respective customers; and

would generate revenues by charging commission fee from different restaurants for

every customers order from their mobile app.

11. Daily/Weekly/Monthly Report can be generated from the iGrabFood Information System.

iGrabFood philosophy is building a long-term customer satisfaction and loyalty. This company believes that quality is the key to build and retain customers and later on guarantee customer satisfaction. It has the following principles:

a. We prioritises quality over quantity

b. We prioritises customer satisfaction

c. We create good relationship with our customers

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Task 1

Analyse the above scenario and prepare a report that would include the following:

A. Critically evaluate the e-business model/s used by iGrabFood in the implementation of their iGrabFood app and critically discuss the impact of the model/s to the revenues of the company. (20 marks)

B. Recommend a solution in terms of e-marketing strategies in order to help iGrabFood increase their customers in Muscat and in the whole Sultanate in general. (20 marks)

C. If you are one of the owners of iGrabFood, critically discuss the improvements you would want to take in terms of tech-wise and operations-wise in order for you to serve your merchant-partners, delivery-partners and customers in the future. (