G R A B F O O D
Consumer Behavior 4 - Group 2
How to Maintain Its Position in
HCMC’s Market

Group members
Mai Trúc Phương Quỳnh
22003913
Nguyễn Khánh Như
22002619
Nguyễn Hữu Gia Huy
22002171
Đặng Nguyễn Ái Huyên
22003842
Bùi Hải Linh
22004092
Trần Ngọc Phương Lan
22003224

Table of
Content
Overview
SWOT Analysis
Current problem
Focus group
Customer insights
Theories applied
Recommendations

Overview
More and more people are using food
delivery services by mobile applications.
The size of online food delivery’s segment
was 29.97 trillion Vietnam dong in 2022,
and it was expected to grow more in the
future. (Nguyen, 2022)
Food Delivery Market
2016 2017 2018 2019 2020 2021 2022
30
20
10
0

About Grabfood
Grabfood is SBU of Grab Holdings Inc which
is known as Grab.
Grab began to grow their business and
added the GrabFood service in 2018.
GrabFood entered the Vietnamese market in
in June of 2018 in Ho Chi Minh City and on
October 2 in Hanoi.

SWOT ANALYSIS
STRENGTHS
Considerable recognition of a brand
High coverage
User-friendly app interface
Strong relationship network with local
restaurants and food suppliers

SWOT ANALYSIS
WEAKNESSES
Lack of promotion
Bad customer experiences
Strong reliance on third-party delivery
drivers

SWOT ANALYSIS
OPPORTUNITIES
COVID-19 increases the demand for
ordering food online
The increase in smartphone users
and cashless applications
Broaden Grab’s market by
broadening the working area

SWOT ANALYSIS
THREATS
Many strong competitors
Changes in customers’ preferences
Changes in economic conditions

PROBLEMS
The quality control in the partnership
The quality control in the partnership
with vendors/restaurants
with vendors/restaurants
The in-app services are not
The in-app services are not
working properly
working properly
GrabFood is slowing down in the competition with ShopeeFood
GrabFood is slowing down in the competition with ShopeeFood
The tension between Grab and drivers
The tension between Grab and drivers
caused by rising fuel price and inflation
caused by rising fuel price and inflation

Focus Group
Generation Z.
Live in HCMC.
More than 6 months using GrabFood.
We will interview a group of customers:

Focus Group
Group 1: 6 respondents who use
GrabFood.
Group 2: 6 respondents who choose
GrabFood's competitors to use
instead.
This focus group includes 12 people
that were divided into 2 mini groups:

Result 1:

Result 1:
66.7% GrabFood's
customers viewed that
GrabFood's shipping
fees are rather higher
than other apps
High
66.7%
Low
33.3%
Shipping Fees

Result 2:

Result 2:
Fixed amount Free shipping Percentage
Free items
GrabFood Other apps
75
50
25
0
How 4 types of promotion appeal to customers

Result 3:

Result 3:
In-app call Help Center
Food Classification & Pricing
GrabFood Other apps
50
40
30
20
10
0
%
Customers that have had negative experiences
with in-app services

Result 4:
Do Care Do Not Care
0 25 50 75 100
GrabFood
Other apps
How customers are concerned about hygiene
standards when ordering food online
%

Result 4:

Conclusion
GrabFood's shipping fees are expensive.
Customers preferred freeship/ food discount codes.
Users are concerned about their health.
Customer relationship management: GrabFood should improve
some negative experiences.

01
Customer
Insight
The result reveals that
customers of
GrabFood mainly picks
the delivery fee
discount as their top-
of-mind preference
Customer
enjoys
delivery fee
discount

01 02
Customer
Insight
The result reveals that
customers of
GrabFood mainly picks
the delivery fee
discount as their top-
of-mind preference
GrabFood is unable to
provide a seamless
process of placing and
delivering orders since
their app services,
such as in-app call
and help center, do not
work properly to
support customers
In-app
service
disrupts
experience
Customer
enjoys
delivery fee
discount

01 02 03
Customer
Insight
The result reveals that
customers of
GrabFood mainly picks
the delivery fee
discount as their top-
of-mind preference
Consequently, many of
our interviewees are
also concerned about
hygiene standards of
online food because
there is no sign of
detailed information
about this on the app.
GrabFood is unable to
provide a seamless
process of placing and
delivering orders since
their app services,
such as in-app call
and help center, do not
work properly to
support customers
In-app
service
disrupts
experience
Customer
enjoys
delivery fee
discount
concerns
about
hygiene
and food
quality

Physiological
Maslow'sHierarchyofNeeds
Grabfood acts as a bridge
between customers and their
basic range of human needs

Physiological
Safety
To be on Grabfood, stores are being asked to
provide documents, including Food Hygiene
and Safety License, therefore, drinks and food
are guaranteed (GrabFood, n.d.)
Maslow'sHierarchyofNeeds
Grabfood acts as a bridge
between customers and their
basic range of human needs

Physiological
Safety
To be on Grabfood, stores are being asked to
provide documents, including Food Hygiene
and Safety License, therefore, drinks and food
are guaranteed (GrabFood, n.d.)
Belonging & Love
A social feature of the app gives customers
the opportunity to share their food orders.
GrabFood's social responsibility initiatives,
such as #GrabForGood
Maslow'sHierarchyofNeeds
Grabfood acts as a bridge
between customers and their
basic range of human needs

Physiological
Safety
To be on Grabfood, stores are being asked to
provide documents, including Food Hygiene
and Safety License, therefore, drinks and food
are guaranteed (GrabFood, n.d.)
Belonging & Love
A social feature of the app gives customers
the opportunity to share their food orders.
GrabFood's social responsibility initiatives,
such as #GrabForGood
Esteem
Making customers feel satisfied and
accomplished when they order and receive
their favorite meals on time
Maslow'sHierarchyofNeeds
Grabfood acts as a bridge
between customers and their
basic range of human needs

Physiological
Safety
To be on Grabfood, stores are being asked to
provide documents, including Food Hygiene
and Safety License, therefore, drinks and food
are guaranteed (GrabFood, n.d.)
Belonging & Love
A social feature of the app gives customers
the opportunity to share their food orders.
GrabFood's social responsibility initiatives,
such as #GrabForGood
Esteem
Making customers feel satisfied and
accomplished when they order and receive
their favorite meals on time
Self-Actualization
GrabFood's wide variety of food
options encourages customers to
experiment and try new things
Maslow'sHierarchyofNeeds
Grabfood acts as a bridge
between customers and their
basic range of human needs

Recommendation
Express
Customer's Monthly Plan
Technology Improvement
Hygiene-centric
Advertising Campain

Customer's
Monthly Plan
to provide delivery fee promotions

Technology
Improvement
to positions a better brand image

Hygiene-centric
Advertising
Campaign
to reassure customers about
health problems

References
Bích, N. (2022, November 13). Chiến lược Marketing của GrabFood - Bước phát triển thần tốc. Nhà Hàng Số.
https://nhahangso.com/chien-luoc-marketing-cua-grabfood.html
Bizhub. (2022, March 15). Grab offers promotions, incentives to partners. Việt Nam News.
http://bizhub.vn/corporate-news/grab-offers-promotions-incentives-to-partners_332037.html
Bui, S. (2019, August 19). TOÀN CẢNH VỀ THỊ TRƯỜNG THỨC ĂN TRỰC TUYẾN TẠI VIỆT NAM. Linkedin.com.
https://www.linkedin.com/pulse/to%C3%A0n-c%E1%BA%A3nh-v%E1%BB%81-th%E1%BB%8B-
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References
Gourville, J., & Soman, D. (2002, September). Pricing and the psychology of consumption. Harvard Business
Review. https://hbr.org/2002/09/pricing-and-the-psychology-of-consumption
Grab Help Centre. (n.d.). Help.grab.com. https://help.grab.com/passenger/vi-vn/360001140267-GrabFood-hien-
co-o-thanh-pho-nao
GrabFood. (n.d.). GrabFood Merchant - Reach More Customers with Online Food Delivery. Grab VN. Retrieved
March 18, 2023, from https://www.grab.com/vn/merchant/food/
khoán. (2020, December 18). Thị trường giao đồ ăn cạnh tranh khốc liệt. Kinh Tế Chứng Khoán.
https://kinhtechungkhoan.vn/thi-truong-giao-do-an-canh-tranh-khoc-liet-84355.html
Nguyen, M. N. (2023a, January 19). Vietnam: leading food delivery services by market share 2022. Statista.
https://www.statista.com/statistics/1246489/vietnam-leading-food-delivery-services-by-market-share/

References
Nguyen, M.-N. (2023b, January 25). Vietnam: food delivery revenue 2022. Statista.
https://www.statista.com/statistics/1361145/vietnam-food-delivery-revenue/
ONLINE, T. T. (2022a, July 9). Từ ngày Grab tăng nhiều loại phí vô lý, tôi đã gỡ bỏ app và chuyển sang dùng dịch vụ
khác. TUOI TRE ONLINE. https://tuoitre.vn/tu-ngay-grab-tang-nhieu-loai-phi-vo-ly-toi-da-go-bo-app-va-
chuyen-sang-dung-dich-vu-khac-20220709085436813.htm
ONLINE, T. T. (2022b, July 21). Nhức nhối thực phẩm bẩn. TUOI TRE ONLINE. https://tuoitre.vn/nhuc-nhoi-thuc-pham-
ban-20220720232834885.htm
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CONSUMER SATISFACTION. JOURNAL of HUMANITIES, SOCIAL SCIENCES and BUSINESS (JHSSB), 1(4), 1–6.
https://doi.org/10.55047/jhssb.v1i4.218

References
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