Essay: To rebrand or not to rebrand: An objective analysis of Deliveroo’s potential acquisition of Super London

This report an objective to analyze the data to advise Deliveroo whether to rebrand or not to rebrand Super after acquisition. The report analyses both thematic and quantitative data and to establish the objective. Super has its strengths and weakness based on the data so is Deliveroo. The data brings out the weakness and strengths of each company in the most fascinating way in the report. Deliveroo is a delivery company that acts as an intermediate between customs and restaurants. Deliveroo has a market share of 5.30% with at least 2306 companies using Deliveroo (Deliveroo 2021). Deliveroo operates in 12 countries having pulled out the 13th, Germany in 2019 (Iqbal 2021). Deliveroo once enjoyed a period of fastest-growing food Delivery Company in Europe between 2018 and 2019. Even though the pandemic could have meant well for the company books, the pandemic hit had on the company leading to the loss of 15% of the staff. Despite the problems, the company continues to increase revenue amid losses. The biggest challenges Deliveroo like any other food delivering company suffer from, late delivery, and the temperature at which foods arrive at the destination. This report has recommendations to help Deliveroo avoid these loose in delivery at best and reduce them to a bare minimum. Delivery ranked 1st and 2nd in the financial times list in Europe. There is strong completion in the food delivery market, customers are flexible to switch to the most efficient delivery system, Deliveroo has no choice but to switch to the most efficient delivery system (Business strategy insights 2021). There is a surge in product demand from Deliveroo. This is because Deliveroo has differentiated its products and it is likely to do better than its competitors. For this reason, it will be wise for Deliveroo to follow the analysis of the report and recommendations. Super London is another Food delivery company that could rival Deliveroo. Super London delivers from high-end restaurants in London. Deliveroo for a long period now, it is yet to register any profit in its books as evidenced by the company’s financial statements. The company is making losses on every delivery it makes based it its financial records. Deliveroo’s policies on fair pay are currently questionable (Cant 2020). This is caused in part by the Coronavirus pandemic. The fair pay issue may attract a negative public image. Destroy goodwill and harm the company’s business, the investors are also likely to be scared away. The research is important because it offers Deliveroo solid reasons to go ahead with acquisition and rebrand Super London. By doing so, Deliveroo will take over the high-end restaurants and hope for the best. As the spread of the pandemic reduces with time, things can work again for Deliveroo and reciprocate the 2018-2019 economic record. The research also offers Deliveroo a proposal to improve delivery services. This is through improving carriers and even introducing trailers that are equipped with a heat supply to keep food warm. Furthermore, the research shows that Deliveroo on average is preferred by customers. This gives the company a positive outlook and may attract investors.
Method:
This research employed qualitative data and quantitative data collection methods. Quantitative data was collected using questionnaires where closed-ended questions were asked. For the qualitative data, interviews/questionnaires were carried out where open-ended questions were asked. Probability sampling of the data could have been used. However, the data is very small to be a representative of all customers that order food at Super or Deliveroo. This bias means that the margin of error was not met and therefore the data is not representative of the population (Shayib 2018). This limitation may mean that the data analysis and interstation based on the data may all be as well wrong. The second limitation is that data is based on the mutual trust between the interviewer and the interviewee or the respondent and the questionnaire and therefore, it is hard to detect any biases from the respondent. The quantitative data does not provide detailed information about Super or Deliveroo, the customer does not give an explanation as two they gave a low score or a high score. The opinion of the customer was not welcome in quantitative data collection. Under closed questionnaire, the data could not effectively answer all required questions to help Deliveroo make a decision. A lot of choices that rank from 1 to 5 could have confused some respondents or resulted in biased data where the respondent was in a hurry to leave. The respondent may answer questions that were not on their minds. This may lead to wrong data. Under closed questionnaires, customers with no opinion can guess their way through the questions. The data that could be missing is the data on the opinion of the customers on whether given choice they would prefer Deliveroo over Super. The data collection is not appropriate, the sample s too small to a preventative of the population.