The Groupon Model

-Case background

When the Groupon model was invented, the general "norm" of group-buying websites can be portrayed as: each group-buy site offers a city specific online deal on a daily basis. However, all group-buy sites "deviated" from this norm over time and produced numerous variants. For instance, more than one deal can be offered everyday. Besides, deals are not necessarily updated on a daily basis. Other "nonconformity" cases are new business models derived from the "norm," such as (1) group-buy aggregators (e.g., Tuan8001) that offer an online portal to group buying sites and provide search feature for consumers to look for ideal group-buy deals, (2) the "Groupon Now"2 model, and (3) the shop-with-friends App Pinduoduo.

The major goal in designing this home assignment is to facilitate your understanding of competition in a marketing perspective, i.e., competition defined by value creation and value perception. Competitive advantage of a product or brand is realized by occupying a superior position in the mind and heart of its customers. In other words, the target market has perceived superior value. Such exterior value perception originates from the systematic value creation activities interwoven in the value chain inside the firm.

-Question

For "Groupon Now", what is its updated value proposition?