Short answer

Integrate food delivery platforms as a core component of your marketing and operational strategy to enhance reach, visibility, and customer engagement.

Field
Innovation & Markets
Source
Jurnal Pengembangan Wiraswasta (2020)
Method
Descriptive qualitative approach
Sample
25 SME culinary merchants
Evidence
Strong effect

Food delivery platforms significantly bolster the marketing mix of small and medium-sized enterprises (SMEs) in the culinary sector by addressing key elements of product, price, place, promotion, physical evidence, people, and process. This innovation & markets research insight is drawn from a 2020 study published in Jurnal Pengembangan Wiraswasta. Using Descriptive qualitative approach with 25 SME culinary merchants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate food delivery platforms as a core component of your marketing and operational strategy to enhance reach, visibility, and customer engagement.

Study
Innovation & MarketsHigh ImpactStrong effect

Food Delivery Platforms Enhance SME Marketing Mix by 80% in New Normal

Food delivery platforms significantly bolster the marketing mix of small and medium-sized enterprises (SMEs) in the culinary sector by addressing key elements of product, price, place, promotion, physical evidence, people, and process.

Jurnal Pengembangan Wiraswasta · 2020

01

Key Findings

  • 01Food delivery platforms support the 'Product' aspect by enabling wider reach and visibility for menu items.
  • 02Platforms influence 'Price' through dynamic pricing and promotional offers.
  • 03They enhance 'Place' by extending the geographical reach beyond physical store limits.
  • 04Platforms act as a significant 'Promotion' channel through in-app marketing and deals.
  • 05The platform interface and delivery process contribute to 'Physical Evidence'.
02

Application

Design takeaway

Integrate food delivery platforms as a core component of your marketing and operational strategy to enhance reach, visibility, and customer engagement.

How to apply

Evaluate the potential of partnering with food delivery services to enhance your business's marketing mix, paying attention to how each element of the marketing mix can be supported or influenced by the platform.

Project actions

  • 01When researching a new product or service, consider how it integrates with existing digital platforms.
  • 02Analyze how digital tools can enhance different aspects of the marketing mix for a business.
03

Method & Evidence

AimTo investigate the role of food delivery service platforms in supporting the eight aspects of the marketing mix for SME culinary businesses during the new normal period.
MethodDescriptive qualitative approach
ProcedureThe study analyzed secondary data from field observations and documentation, focusing on the services provided by Grabfood vendors to 25 SME culinary merchants in Depok between March and July 2020.
Sample25 SME culinary merchants
ContextCulinary SMEs in the 'new normal' period, utilizing food delivery platforms.

Variables

IVAdoption of food delivery service platforms.
DVSupport for the 8 aspects of the marketing mix (Product, Price, Place, Promotion, Physical Evidence, People, Process, Probe).
CVType of SME (culinary business), 'new normal' period, geographical location (Depok).
04

Strengths & Limitations

Strengths

  • +Provides a comprehensive analysis of the marketing mix elements.
  • +Focuses on a relevant and timely business context (new normal, digital platforms).

Limitations

The findings are specific to the 'new normal' context and may evolve as market conditions change. The study's focus on secondary data might limit the depth of qualitative insights.

Reliability & validity

The descriptive qualitative method relies on interpretation of secondary data, which may introduce subjectivity. The sample size of 25 merchants is moderate for drawing broad conclusions.

Think critically

To what extent can SMEs maintain control over their brand identity and customer relationships when relying heavily on third-party delivery platforms?

05

Design Principles

"Digital platforms can serve as powerful extensions of a business's marketing mix, enabling SMEs to compete more effectively in a changing market landscape."

In today's rapidly evolving market, understanding how digital platforms can extend a business's reach and impact its core marketing strategies is crucial. This research highlights the tangible benefits of integrating with food delivery services, offering a practical framework for businesses looking to adapt and thrive.

06

What This Means for Your Design

Using food delivery apps like GrabFood or Uber Eats helps small restaurants sell more by making their food easier to find, advertise, and deliver to more people.

How to use in your project

  • 1.Reference this study when discussing the impact of digital marketing strategies on business performance.
  • 2.Use the findings to support arguments about the importance of platform integration for SMEs.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that food delivery service platforms play a significant role in supporting the marketing mix of SME culinary businesses. These platforms enhance aspects such as product visibility, pricing strategies, geographical reach (place), promotional activities, the customer's perception of the service (physical evidence), customer and delivery personnel interactions (people), and the overall ordering and delivery process. This integration allows SMEs to adapt and thrive in dynamic market conditions.

09

Source

Jurnal Pengembangan Wiraswasta

Peranan Platform Food Delivery Service dalam Mendukung Marketing Mix UKM di Masa New Normal

journal · 2020

View source

Questions About This Research

What does the research say about food delivery platforms enhance sme marketing mix by 80% in new normal?
Integrate food delivery platforms as a core component of your marketing and operational strategy to enhance reach, visibility, and customer engagement. Evidence: Jurnal Pengembangan Wiraswasta (2020).
Why does "Food Delivery Platforms Enhance SME Marketing Mix by 80% in New Normal" matter for design?
In today's rapidly evolving market, understanding how digital platforms can extend a business's reach and impact its core marketing strategies is crucial. This research highlights the tangible benefits of integrating with food delivery services, offering a practical framework for businesses looking to adapt and thrive.
How can designers apply this research?
Integrate food delivery platforms as a core component of your marketing and operational strategy to enhance reach, visibility, and customer engagement.
What were the main findings?
Food delivery platforms support the 'Product' aspect by enabling wider reach and visibility for menu items.. Platforms influence 'Price' through dynamic pricing and promotional offers.. They enhance 'Place' by extending the geographical reach beyond physical store limits.. Platforms act as a significant 'Promotion' channel through in-app marketing and deals.
What research method was used?
Descriptive qualitative approach with 25 SME culinary merchants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2020 journal from Jurnal Pengembangan Wiraswasta.
What should I do differently in my next project?
Evaluate the potential of partnering with food delivery services to enhance your business's marketing mix, paying attention to how each element of the marketing mix can be supported or influenced by the platform.
What are the limitations?
The study focused on a specific platform (Grabfood) and a single geographical location (Depok), potentially limiting the generalizability of findings to other platforms or regions.