The document provides an analysis of the strategic plan of Deliveroo, an online food delivery platform. It begins with an introduction to Deliveroo and its mission. It then analyzes Deliveroo's internal and external environments. Internally, it uses the VRIO framework to examine Deliveroo's resources and capabilities. Externally, it performs a PESTLE analysis to identify political, economic, social, technological, legal, and environmental factors impacting Deliveroo. It evaluates the effectiveness of Deliveroo's current strategic plan and provides recommendations, such as continuous monitoring, data-driven decision making, and focusing on talent development. The analysis concludes Deliveroo is well-positioned to be a leader in

1. Module Number: BMP6002
Module Name: Strategic Management

2. 1 | P a g e
Table of Contents
Introduction.............................................................................................................................................2
Main body...............................................................................................................................................4
Conclusion ............................................................................................................................................11
References.............................................................................................................................................12

3. 2 | P a g e
Introduction
The firm selected for the analysis is Deliveroo, a prominent online food delivery platform
which primarily operates in the dynamic and competitive market. The firm Deliveroo formerly
known as Roofoods Limited was started by Greg Orlowski and Will Shu in the year 2013.
Based in London, the firm operated 10 markets across the United Kingdom and several other
parts of the globe. The personal mission of the firm was to bring the local restaurant direct to
the consumer doors. Deliveroo primarily operates a hyperlocal three aspect of the marketplace
which precisely connects the local customer, restaurant and grocers along with rider to match
the mission crucial and emotional purchase within a short period frame. To develop and
execute an effective strategic plan, it is crucial to consider both internal and external
environmental factors which are responsible for shaping the firm direction. The analysis helps
to assess and examine the internal as well as external factors effective the Deliveroo strategic
plan and precisely evaluate the effectiveness and provide the recommendation for the
improvement of the firm.
Source: Author
Deliveroo
Consumer
Local
Restaurant
Grocers
Riders

4. 3 | P a g e
Value of Deliveroo
Source: (Deliveroo, 2023)
The value of the undertaken firm for research is categorized into 12 different objectives which
are given below to provide a clear and precise idea about the firm value in meeting the mission
and aim of the firm as a whole.
1) Customer obsessed
2) Succeed as a team
3) Relentless working
4) Delivering the result
5) Get to the clear bottom of the things
6) Simplify
7) Thing big
8) Trust building
9) Taking up the responsibility
10) Frugal
11) Embrace the change

5. 4 | P a g e
12) Diverse perspective
Deliveroo follows the 12 principles of value which focus on the core guidance to work as a
cohesive unit and make the decision whether it is related to recruitment of the development of
the people, product and workforce.
Main body
External environmental factors (PESTLE)
The external environmental factors can be significantly analyzed by the effective selection of
the appropriate method such as PESTLE analysis. By considering the business operations of
Deliveroo, the PESTLE analysis has been given below in a detailed manner.
Political factors
The United Kingdom is a politically stable nation and the government is very much focused to
encourage business organizations to operate their activities in hassle-free ways. So, the
organization has to put significant focus on the regulations and procedures of the government
to operate the business activities successfully for long-term purposes. Deliveroo has the
responsibility to maintain health and safety standards and undertake labour laws to operate
business activities. However, Deliveroo is following the rules and regulations of the
organization to avoid any kind of disruptions. The impact of Brexit can create a significant
impact on the operational and financial activities of the organization. So, the organization has
to maintain its business activities by focusing on the different aspects of political factors. In a
word, it can be said that the political factors are favourable for the organization (Ferry et al.,
2022).
Economical factors
United Kingdom is a developed country and the economy of the nation is one of the largest.
The purchasing power of the people is very much higher and due to this reason, the organization
may not face any challenges that are associated with the willingness of the customers.
However, the inflation rate can create a significant impact on the operational activities of
Deliveroo. In the modern era, the spending patterns of customers are constantly changing and,
in this case, the organization has to be prepared to alter the existing strategies at regular
intervals. In the modern, era, online service facilities have been prioritized by the potential

6. 5 | P a g e
customers and this can enable Deliveroo to maintain the growth rate for long-term purposes
(Styhre, Brorström and Gluch, 2022).
Sociocultural factors
The preferences and tastes of the customers can change at regular intervals and due to this
reason, the organization should prioritize alternative plans. This type of activity can help the
organization maintain its business activities successfully. Moreover, the organization can also
be able to meet the expectations and needs of the customers by prioritizing their perceptions of
them. Deliveroo needs to put focus on the cultural aspects as this is associated with the choices
of food such as vegan and non-vegetarian choices. However, the organization is dealing with
food delivery services and the sociocultural factors may not affect the business activities of the
organization. Overall, it can be said that the sociocultural aspects are favourable for Deliveroo
and the entity will be able to operate its business activities without any interruptions (Hurley
et al., 2022).
Technological factors
The United Kingdom is one of the most developed countries that has a strong technological
infrastructure and the government is investing in the technology field very significantly. This
type of activity can enhance the experiences of the business organization. Deliveroo can easily
grab the facilities of advanced technologies and enhance operational activities for the
betterment of potential customers. the effective integration of artificial technology can help the
organization to improve its services which are directly associated with customer satisfaction.
The delivery efficiency of the organization will be massively enhanced through the significant
implications of advanced technologies. Overall, it can be said that the technological factors are
very much favourable for the organization (Dima et al., 2022).
Legal factors
Deliveroo has the responsibility to implement the associated and relevant legal frameworks to
maintain the operational activities successfully. In the United Kingdom, different types of laws
have existed that are associated with health and safety. The organization is very much focused
to maintain the legal aspects and due to this reason, the organization is been able to maintain
the business activities without any interruptions. Moreover, the organization also has to put
significant focus on data privacy-associated laws to avoid any kind of disrupted activities.

7. 6 | P a g e
However, the current legal factors are moderately favourable for the organization as the legal
frameworks can change at regular intervals (Rex and Campbell, 2021).
Environmental factors
The government of the UK has undertaken significant environmental associated laws and these
can create a significant impact on the operational activities of the organization. Deliveroo has
to adhere to the relevant laws to maintain its business activities properly. The current scenario
indicates that the environmental factors are moderately favourable for the organization (Wade
et al., 2022).
Internal environmental factors
The internal environment analysis of the Deliveroo firm is better explained with the help of the
VRIO Framework which helps to provide a better assessment of the internal resources and their
respective capabilities. The Deliveroo internal environment factor analysis based on the VRIO
framework is explained below,
1) Organization culture: the firm strong culture of innovation and agility can be precisely
considered to be a valuable resource. The culture helps to permit them to adapt quickly to the
change in the market and drive the strategic initiative. therefore, the firm can be categorized as
Valuable in the VRIO framework.
2) Leadership and management: The leadership team's vision, strategic decision-making
expertise and ability to accept the change are critical resources for Deliveroo. The leadership
posse's unique skill and experiences that the competitors find difficult to replicate which is
considered to be resources. If the leadership is progressive in leveraging the resource to gain a
competitive edge it can be reflected as valuable. Thus, the leadership management of Deliveroo
may be categorized as valuable and rare.
VRIO framework
Value:
Deliveroo is considered to possess the resource and capabilities which provide the core value
to the firm. Strong brand recognition and reputation in consumer perception are considered to
provide added advantages related to competition. Moreover, the technology infrastructure
consists of the delivery platform and data analysis capabilities that help to improve the

8. 7 | P a g e
operational efficiency and customer experiences which address the requirement and
preferences of its core target market.
Rarity:
Deliveroo resources and capabilities might not be entirely rare include the combination and
integration of these elements can create a unique competitive edge. for instance, the other food
delivery platform might have strong technology which can undermine the current firm and can
have strong brand recognition, the firm Deliveroo's ability to effectively leverage both
simultaneously can set it apart. Additionally, Deliveroo's partnership with exclusive restaurants
and diversified aspects of the menu option can be considered relatively rate as they are needed
to provide core access to a broad range of cuisine selections when compared with the
competitors.
Imitability
Deliveroo resources and capabilities might face a significantly different degree of imitability.
The technological infrastructure can be emulated based on the deep integration with its core
operation, data analytics algorithm and delivery logistics which might pose challenges for
competitors trying to replicate its system. The advantage aspect of building and managing its
strong relationship with the partner restaurant and delivery rider can be creating a crucial aspect
and time-consuming which makes them difficult to imitate. However, there are some aspects
which include the application feature or the operational process which might be considered to
be conveniently replicated by the core competitors.
Organization
Several aspects of Deliveroo's resource and capabilities are considered to be firmly oriented
which reflect that they are embedded within the internal structure and operation. For instance,
the firm culture primarily focuses on innovation, agility and customer-oriented contributions
to the core development and execution of its strategic initiatives. Strategically decision-making
process and leadership quality within the firm are firm-specific which impacts the core
direction and implementation of its strategies.
VRIO analysis Value Rarity Imitability Organization
Resources and
capabilities
Valuable Relatively rare Partial imitable Specific

9. 8 | P a g e
Brand
recognition
and reputation
Valuable Relatively rare Partial imitable Not specific
Technology
infrastructure
Valuable Not rare Partial imitable Specific
Exclusive
Partnership
Valuable Relatively rare Partial imitable Not specific
Organizational
culture
Valuable Not rare Not imitable Specific
Strategic
decision
making
Valuable Relatively rare Partial imitable Specific
Strategic plan as per internal and external environmental factors
Based on External factors (Strategic plan)
Deliveroo has to consider some significant aspects to maintain the business activities on the
right track. One of the most significant aspects that the organization has to maintain is to gather
up-to-date information on the current political aspects. Moreover, Deliveroo needs to evaluate
the current market conditions for a better understanding of the current trends. If the
organization will maintain the utter mentioned aspects, then the overall outcome will be
favourable for the entity. Additionally, the organization has to consider the changing policies
associated with the environment. In this case, the organization can consider effective CSR
programs to boost overall performance. This type of activity will help Deliveroo to meet the
expectation of the stakeholders and shareholders. Long-term sustainability can be achieved by
the organization by fulfilling the requirements of the important stakeholders and shareholders
(Lord et al., 2022).
Based on internal factors (Strategic plan)
The strategic plan related to internal factors within the VRIO framework helps to provide value
to its strategic plan. The firm culture, leadership, management, resource and capability and
technology infrastructure precisely contribute to the firm ability to properly execute its strategic

10. 9 | P a g e
initiative effectively. The factor is firm-specific which reflects that they are deeply embedded
within the Deliveroo operation and difficult for competitors to replicate. Brand recognition and
reputation play a pivotal role in eh strategic plan. The factor is relatively rare and is partially
imitable as compared to the competitor can focus to improve their brand image and reputation.
Deliveroo's internal factor within the VRIO framework focuses to support the firm strategic
plan by providing the value and degree of rarity and imitability which leverage the factor effects
and is critical for Deliveroo application to control its competitive edge and accomplish the
strategic aim.
Effectiveness of strategic plan
Deliveroo can be able to achieve the desired goals through the effective implementation of
strategic planning. In this case, the organizational management team has to monitor the
progression of the operational activities. Moreover, the organization can also be able to
maintain the resource allocation process to operate the business activities successfully.
Effective strategic planning can help the organization to achieve competitive advantages over
competitors. Moreover, the organization can improve its performance at regular intervals which
can enhance the experiences of the customers. Deliveroo has to be very focused on external
environmental factors that can create a significant impact on operational activities and business
performance. The significant initiative of the organization can help it to mitigate the
problematic issues and create significant opportunities (Rinaldi, D’Aguilar and Egan, 2022).
The strategic planning initiative can help the organization maintain its business activities
properly. It can attract the attention of the customers as well as the important stakeholders also.
If the strategic planning of Deliveroo will be based on environmental and societal aspects then
the entity will be able to sustain itself for long-term purposes. In the modern era, business
organizations are using different types of strategies to maintain operational activities
successfully. Useful approaches of the organization regarding CSR programs can improve the
overall performance of the business. Deliveroo has to put a significant focus on the benefits of
the local communities as well as the environment also. This type of initiative can help
Deliveroo to sustain itself for long-term purposes. The needs of the customers, employees and
other stakeholders should be evaluated by the business organizations. After that, the entity has
to create significant planning that can meet the requirements of the governmental agencies and
important stakeholders. Through this way, the organization will be able to operate business

11. 10 | P a g e
activities and create a competitive environment for the other organizations (Adak, Pradhan and
Shukla, 2022).
Recommendations for improving the strategic plan
The management team of Deliveroo has the responsibility to consider some crucial aspects to
enhance the strategic planning for long-term purposes. One of the most significant approaches
of the organization will be continuous monitoring and evaluation of the current strategic
planning. If the organizational management team will find any loopholes, then the entity can
consider significant action to mitigate the issues. Moreover, in the modern digitalization era,
most business organizations are considering the data-driven decision-making process. This
type of activity can help the organization access real-time data and execute appropriate
decisions that can meet the desired goals. In the decision-making process, the management
team of Deliveroo can undertake the perceptions of the important stakeholders to implement
the robust strategy. Data-driven decision-making processes can enhance the operational
activities of the organization. The main reason is that Deliveroo can be able to achieve
competitive advantages over competitors by maintaining business operations smoothly
(Wenger, 2022).
The competition among the existing rivalries is constantly changing and due to this reason, the
entity has to undertake the current information. Effective competitive strategies will be
prioritized by the business organization to enhance operational activities. The organization can
put significant focus on the talent development process as it can help the entity maintain overall
productivity. If the employees will perform significantly then the entity will be able to provide
superior services to the customers. Deliveroo is mainly dealing with delivery services and in
this case, the organizational performance can be significantly improved. The organization
should consider useful strategies to enhance the performance of the employees. If the
employees will deliver the products within the time, then the overall outcomes will be positive.
So, the organization has to consider an effective employee-centric approach that can be
beneficial for the customers. If the organization will be able to satisfy the needs of the
customers, then the overall outcomes of the organization will be very much appreciable. In this
way, the organization can be able to meet the expectation of the customers as well as employees
also (Lord et al., 2023).

12. 11 | P a g e
Conclusion
The analysis of the firm selected Deliveroo which focuses on the core comprehensive analysis
of Deliveroo's strategic plan. The analysis and evaluation help to provide the internal and
external environment analysis based on the strategy such as VRIO and PESTLE strategy
respectively. The need for proper analysis helps to provide valuable insight into the firm
direction as well as competitive positioning. The firm Deliveroo possess several key strengths
which consist of the organizational culture, leadership management and proper resource and
capabilities which help to build a strong culture and with the implementation of technology
infrastructure and brand recognition help to build a strong brand reputation. The pestle analysis
helps to provide the core highlight which plays the pivotal factor which impacts the Deliveroo
strategic plan. Market competition, driven by the presence of the other food delivery platform
and precisely demand differentiation strategies and continuous innovation help to share the
Deliveroo operation efficiency and customer experiences. The present regulatory aspect which
consists of the labour laws helps to provide the health and safety regulation which provides the
measure and operational adjustment. Based on the internal and external factors which consist
of the Deliveroo aspect reflect that the response to the market dynamics and its core effort help
to manage the competitive edge. the leveraging aspect focuses on its strength and aligns it with
the strategies with external opportunities and issues. Deliveroo aims to meet evolving customer
demand and increase the level of market share and drive revenue growth. Evaluating and
refining the strategic plan in light of internal and external factors, Deliveroo can precisely
position the leader in the online food delivery market which focuses on the sustainable delivery
of value to its customer and stakeholder to accomplish its long-term objective and competitive
landscape.

13. 12 | P a g e
References
Adak, A., Pradhan, B. and Shukla, N., (2022). Sentiment Analysis of Customer Reviews of
Food Delivery Services Using Deep Learning and Explainable Artificial Intelligence:
Systematic Review. Foods, [online] 11(10), p.1500. https://doi.org/10.3390/foods11101500.
Bougie, R., and Sekaran, U. (2019). Research Methods for Business: A Skill Building
Approach. John Wiley & Sons.
Deliveroo, (2023). Deliveroo. [online] About us - Deliveroo. Available at:
<https://deliveroo.co.uk/about-us> [Accessed 18 May 2023].
Dima, A., Bugheanu, A.-M., Dinulescu, R., Potcovaru, A.-M., Stefanescu, C.A. and Marin, I.,
(2022). Exploring the Research Regarding Frugal Innovation and Business Sustainability
through Bibliometric Analysis. Sustainability, [online] 14(3), p.1326.
https://doi.org/10.3390/su14031326.
Drahokoupil, J., and Piasna, A. (2019). Work in the platform economy: Deliveroo riders in
Belgium and the SMart arrangement. ETUI research paper-working paper.
Ferry, L., Midgley, H., Murphie, A. and Sandford, M., (2022). Auditing governable space—A
study of place‐based accountability in England. Financial Accountability & Management.
[online] https://doi.org/10.1111/faam.12321.
Frederick, D. P., and Parappagoudar, S. K. (2021). A Descriptive Analysis of Sustainable
Business Strategy of the Online Food Service Industry.
Galati, A., Crescimanno, M., Vrontis, D., and Siggia, D. (2020). Contribution to the
sustainability challenges of the food-delivery sector: Findings from the Deliveroo Italy case
study. Sustainability, 12(17), 7045.
Gupta, M. (2019). A Study on Impact of Online Food Delivery app on Restaurant Business
special reference to Zomato and Swiggy. International Journal of Research and Analytical
Reviews, 6(1), 889-893.
Hurley, P., Lyon, J., Hall, J., Little, R., Tsouvalis, J., White, V. and Rose, D.C., (2022). Co‐
designing the environmental land management scheme in England: The why, who and how of
engaging ‘harder to reach’ stakeholders. People and Nature, [online] 4(3), pp.744–757.
https://doi.org/10.1002/pan3.10313.

14. 13 | P a g e
Inoni, O. R., Salami, C. G. E., and Olannye, A. P. (2019). Effects of Internal and External
Factors on Organizational Buying Behaviour: A Review of Extant Literature. Izvestiya Journal
of Varna University of Economics, 63(3), 216-237.
Kondalkar, V. G. (2020). Organizational Behaviour. New Age.
Li, C., Mirosa, M., and Bremer, P. (2020). Review of online food delivery platforms and their
impacts on sustainability. Sustainability, 12(14), 5528.
Lord, C., Bates, O., Friday, A., McLeod, F., Cherrett, T., Martinez-Sykora, A. and Oakey, A.,
(2022). The sustainability of the gig economy food delivery system (Deliveroo, UberEATS
and Just-Eat): Histories and futures of rebound, lock-in and path dependency. International
Journal of Sustainable Transportation, [online] 17(5), pp.490–502.
https://doi.org/10.1080/15568318.2022.2066583.
Lord, C., Bates, O., Friday, A., McLeod, F., Cherrett, T., Martinez-Sykora, A., & Oakey, A.
(2023). The sustainability of the gig economy food delivery system (Deliveroo, UberEATS
and Just-Eat): Histories and futures of rebound, lock-in and path dependency. International
Journal of Sustainable Transportation, 17(5), 490-502.
Pang, X., Shang, Y., and Song, J. (2022, March). An Analysis of Deliveroo's Operation
Strategy and Food Takeaway Industry. In 2022 7th International Conference on Financial
Innovation and Economic Development (ICFIED 2022) (pp. 142-155). Atlantis Press.
Rex, B. and Campbell, P., (2021). The impact of austerity measures on local government
funding for culture in England. Cultural Trends, [online] 31(1), pp.23–46.
https://doi.org/10.1080/09548963.2021.1915096.
Rinaldi, C., D’Aguilar, M. and Egan, M., (2022). Understanding the Online Environment for
the Delivery of Food, Alcohol and Tobacco: An Exploratory Analysis of ‘Dark Kitchens’ and
Rapid Grocery Delivery Services. International Journal of Environmental Research and
Public Health, [online] 19(9), p.5523. https://doi.org/10.3390/ijerph19095523.
Styhre, A., Brorström, S. and Gluch, P., (2022). The valuation of housing in low-amenity and
low purchasing power city districts: social and economic value entangled by default.
Construction Management and Economics, [online] 40(1), pp.72–86.
https://doi.org/10.1080/01446193.2021.2018719.

15. 14 | P a g e
Wade, M.J., Lo Jacomo, A., Armenise, E., Brown, M.R., Bunce, J.T., Cameron, G.J., Fang, Z.,
Farkas, K., Gilpin, D.F., Graham, D.W., Grimsley, J.M.S., Hart, A., Hoffmann, T., Jackson,
K.J., Jones, D.L., Lilley, C.J., McGrath, J.W., McKinley, J.M., McSparron, C., Nejad, B.F.,
Morvan, M., Quintela-Baluja, M., Roberts, A.M.I., Singer, A.C., Souque, C., Speight, V.L.,
Sweetapple, C., Walker, D., Watts, G., Weightman, A. and Kasprzyk-Hordern, B., (2022).
Understanding and managing uncertainty and variability for wastewater monitoring beyond the
pandemic: Lessons learned from the United Kingdom national COVID-19 surveillance
programmes. Journal of Hazardous Materials, [online] 424, p.127456.
https://doi.org/10.1016/j.jhazmat.2021.127456.
Wenger, M. (2022). Strategic business models in the online food delivery industry-detailed
analysis of the-order and delivery-business model (Doctoral dissertation). Harvard University.