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Competitive Positioning of Food Delivery Aggregators: the Cases of Yandex and Delivery Club

Student: Tonkikh Valeriya

Supervisor: Ekaterina Trubnikova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2021

The research work examines and analyzes the business strategies of such popular food delivery aggregators in Russia as Yandex.Eda and Delivery Club. The main objective of the study is to identify the core benefits of these MSPs based on the consumer decision-making process. The study will use the case study method of the observed companies, analysis of the financial performance of companies, sentiment analysis of the mentions of companies on the Internet and content analysis of the results of an online survey of users of food delivery services. Excel formatting will be used to process the online survey data. Thanks to several methods, the study will be as representative as possible, the activities of companies and the impact of their strategic decisions on consumer choice will be considered from different angles. The main findings of the study are that the characteristics of multilateral platforms have a positive effect on consumer choice; consumers are primarily concerned with the time and cost of delivery when choosing a food delivery aggregator; integration of Yandex services into one ecosystem increases customers loyalty to the company; the number of positive reviews on the Internet about Yandex.Eda prevails, while a greater number of references to Delivery Club are negative; COVID-19 has had a strong impact on the growth in the number of users and the revenue of food delivery aggregators. Formed recommendations for management of companies on the company's transition to a MSPs and future successful operation will be an important contribution of this work.

Full text (added May 31, 2021)

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