DoorDash: A Company Marketed Versatile
In theme with this week's readings of chapters 16 and 17, the company I have chosen to write about is DoorDash, as they fit well with both chapters.
DoorDash is a company that lets consumers order food, beverages as well as other items such as medicine from your local CVS, groceries, flowers, pet products, and more from a wide variety of small-name and big-name places such as Starbucks, all through the convenience of an app or website. By providing their services in this way DoorDash is fulfilling many different utilities such as time utility by being able to deliver whenever or wherever their consumers need them. This makes them a very flexible company for consumers looking to order lunch at work or a 2 a.m. craving. They also fulfill place utility not only in being able to deliver wherever but also in the large quantity of DoorDash employees there are. By having well over 19,000 employees worldwide according to Statista.com, DoorDash is available to service more consumers at a pace that, usually, feels acceptable to the consumer. They provide a form utility in that consumers can customize their orders, letting the restaurants know how they want their food or if they want something else such as a beverage, as well as being able to provide consumers with more than just food or beverages from restaurants but items from other places of business as well. While also providing form utility in delivering the consumer's order where they want such as a side door instead of a driveway, which also plays into how they provide possession utility by delivering the order to the consumers and is the biggest part of their service, providing a full-service experience for their consumers. On the positioning matrix, I would place DoorDash as a broad product line/low-value-added company due to the fact that many of the orders placed are in the lower to middle price range with some instances of higher price range purchases.
Interactive marketing is also an important part of DoorDash’s business marketing strategy. By creating customer value through the utilities listed above as well as in the way they design their website and app, making sure they follow the eight-second rule, that typically consumers(or possible consumers) will abandon their efforts on a website or app if it doesn’t load in 8 seconds. DoorDash provides a service where purchases are made regularly for convenience among the other 6 main reasons consumers prefer shopping online. Convenience is provided through purchases being made online, especially through an app, as well as the convenience of having products delivered to the consumer's home or place of business.
This allows consumers to have a sense of control and choice over what they’re getting and when. They are also able to have choice and control in being able to customize their orders. Additionally, DoorDash and places that do business with DoorDash will sometimes offer discounts, especially when checking out adding to consumer's sense of control and choice. They also provide communication with chatbots as well as with letting consumers know where their order is by being able to track their order from the second they hit submit. This is just another way consumers feel a sense of control and choice, by being able to follow their order from start to end if they wish.
Overall DoorDash is a company that satisfies many of their consumers' needs as well as markets themselves in such a way that they are able to reach a wide range of consumers.
Statista-DoorDash Number of Employees.
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