ANALYZING THE EFFECTS OF TRADE-OFFS ON PLATFORM PERFORMANCE: A CASE STUDY OF MEALMATE BUDGET SAVVY

• Main Author: Richardo, Cliff
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73229
• Institution: Institut Teknologi Bandung

This research investigates the feasibility and impact of cost-saving delivery options in the online food delivery market, with a focus on MealMate Budget Savvy. The objective is to identify the trade-offs involved and assess their impact on the platform's performance. A structured research design is employed, utilizing descriptive analysis to interpret historical data and A/B testing to evaluate the performance of the Budget Savvy feature. The findings reveal a significant trade-off between delivery time and cost, attracting cost-conscious customers while potentially impacting the platform's profitability per order. While Budget Savvy shows improvements in fulfilled transactions and revenue generation, the associated increase in incentive costs hinders its overall positive impact on performance. This research provides valuable insights into managing trade-offs and optimizing delivery options in the competitive online food delivery market.