A DESCRIPTIVE ANALYSIS ON SUSTAINABLE BUSINESS STRATEGY OF ONLINE FOOD SERVICE INDUSTRY

Food delivery services are now one of the most rapidly growing sectors of digital commerce. The scope of an app between the end-user and the distributor has resulted in the most significant difference between conventional and digital food ordering. The study uses secondary sources of data to analyze the external factors influencing the business model of the online food delivery industry. Porter’s Five Force industry analysis model and PESTLE framework is been used in the study with optimistic managerial implications. The analysis shows online food industry has good growth opportunities but to sustain itself in the market, they require to adapt more expansion or competitive strategies to widen their operation capabilities with an increasing customer base. Implications of Online Food Service Industry are been discussed