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Adapting competitive strategies in the German on-demand grocery delivery market
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Resumo(s)
This work project investigates the strategic evolution of Gorillas, Flink, and Getir in Germany’s
on-demand grocery delivery market, focusing on their shift from the initial market hype,
characterized by rapid expansion and customer acquisition, to adapting to a new reality marked
by declining customer numbers and challenging market dynamics. This work combines
secondary research and primary research implemented by interviews, revealing a transition
towards business models prioritizing customer retention, profitability, and competitive
strategies. This adaptation reflects the critical need for flexibility and strategic foresight in
dynamic markets, highlighting how these businesses must evolve in response to changing
realities.
Descrição
Palavras-chave
On-demand grocery delivery service Strategy Adapting strategies Shift from initial market hype to current market reality Strategic change Gorillas Flink Getir German grocery delivery market