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Analysis of the Competitive Advantages of the Grocery Delivery Services in Moscow Based on Customer Experience

ФИО студента: Olga Lozhkina

Руководитель: Maria Tverdokhlebova

Кампус/факультет: Graduate School of Business

Программа: Management (Bachelor)

Год защиты: 2020

This study is devoted to explore the e-grocery market in Moscow and examine the competitive advantages of market players that have been currently driven by rapidly changing market conditions, increasing market concentration and changing consumer behavior. In this paper, the author intends to offer recommendations for improving the competitiveness rate of the Ecomarket service, one of the growing companies in the market. For this, a content analysis of reviews on the Internet will be held and the main factors of competitiveness for this market will be identified. After that, 5 independent participants will take part in the “mystery shopping” analysis, comparing the main competitive advantages between the 5 services - Ozon, Utkonos, Perekrestok, Samokat and Ecomarket. As a result, the author expects to provide a list of recommendations for the Ecomarket service, created to solve Ecomarket’s problems identified during the study. The results should be valuable for the companies operating in e-grocery market, which can be described by a high level of service and a high rate of competitiveness.

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