The impact of digital transformation on food delivery service during the covid-19 pandemic: The case studies of Grab Food Thailand

Abstract

The main purpose of this research paper is to take a closer look at what a chosen company did in term of solving the problems arising after the pandemic has started as well as to revise the significance of the network effect and digital transformation in a modern-day business world. Due to uprising competition, business has to learn how to adapt to a fast -changing environment. Business decision needs to be taken just in time to keep up the competitive edge. Grab Food Thailand, one of the main market players struggled in the beginning to cope with their challenges due to an increase in amount of demand. They had to resolve the problem fast to fulfill Thai's people demand. In the work, different analysis approaches were applied to illustrate and exemplify the theoretical knowledge in real life circumstances. The main study results are the fact that Grab employed crisis management principle in order to resolve the problem regarding the pandemic. They executed the plan fast resulting in market domination, sales growth and expansion of customer base. For future suggestion, the study of changes in consumption behavior could be done as it could be an indicator of market prediction in this industry. Therefore, business could foresee possible opportunity for investment or not