apply e-strategy theories

Only apply e-strategy theories

• Door dash an Australian food delivery app is new in the market but is not well renowned in the market as compared to Ubereats ,Menulog and other famous app. now we have to focus on the development and implementation of the eBusiness Plan where we have to bring Door dash into another level.By looking through the action plan how can door dash improve their

• Security / Payments / Customer Service / Logistics
• Digital Marketing / Mobile / Social Media / SEM
• Information Systems – DMP.

Try to go through their current position and what all improvement can be made. provide any many references and examples as you can

Action Plan

Technology Infrastructure: Doordash can improve and gain a competitive advantage in the Australian market on the following:

1. Pick Up & Drop Off – One of the most important things to be considered is to give customers the complete and correct order. As Doordash needs to satisfy the customers and the delivery partners and also build a good relationship with the restaurants they tie up with. During peak times and the urgency of the food to be delivered sometimes misplace happens which never brings back the customer to Doordash. So, we can update our app and add a feature which can give indications in the app when the food is picked up and it’s the responsibility of the dasher to check the items is matching the order. Research shows us that in Australia the market is full of competitors who are well established in the market hence there should be something different that Doordash needs to do in order to gain competitive advantage and attract customers. [ CITATION Har18 l 3081 ]

2. Food Safety – once ensured that the pick-up order is correct next comes food handling and food safety. The dashers should be aware on how to keep the food while transporting it from the restaurant to the customers door. Heavy items to be kept at the bottom for ex burgers should be kept in the bottom of the pack rather than fries all these small methods and practices should be taught to the delivery agents well before they are off for their first delivery. [ CITATION Doo191 l 3081 ]

3. Machine Learning – Doordash is a company which that connects customers to restaurants to drivers that move the food to its destination. Hence the company needs to have a very strong app to connect the nearest driver to the restaurant and the customers. It’s all a game of machine learning and algorithms which detect these and help reach customers faster and do more deliveries as they are paid per delivery. This is the main factor through which the whole ecosystem works. Doordash is still building on this and it’s expected to be in place in 2020 [ CITATION Har18 l 3081 ]. This process is very essential and currently Doordash is storing all the data on Red shift as the data lake as there are transactional data stored and moved to an analytical database. Apache Airflow is used in order to schedule the ETL (extract, transform, load). If they invest in improving this, they can gain customer attraction easily as they will automatically perform well in the market. [ CITATION Har18 l 3081 ].

In order to solve this routing problem Doordash uses a integer program which provides them the best delivery routes with traffic indicators and also help giving inputs as to how much time it will take to prepare the food, parking and who are the nearest dashers available to pick up the order. Firstly, they will use the data to train the new model then with that data they create a new model as a shadow so there are now two models which actually create predictions that affects the way Doordash services work. [ CITATION Har18 l 3081 ].

4. Alcohol Orders – It is one way to gain market share and have a competitive advantage as there is no other food delivery app that delivers alcohol in the Australian market. If the company can come up with some partnering with big brands like BWS and small bottle shops like the same agreement they have with restaurants then they can get into the delivery of alcohol and enter into the huge industry which will help the company grow, serve more customers and create a new customer base and make customers loyal towards the company and there is also an opportunity for the delivery drivers as they receive more orders to deliver which in turn drives them more income. They need to follow few rules to always check ID before delivering and scan the id in the dasher app which is provided only to the delivery agents. We must also keep in mind that we cannot deliver alcohol to already intoxicated customers, if the delivery agents are unsure, they need to contact Dasher support immediately and then return the alcohol to the merchant. These are the 4 ways through which Doordash can start to implement to gain a competitive edge in the market.

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