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Thinkbox Gorillas final

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Case of 21 pages for the course Business Development at RU (Final assignment)

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  • January 3, 2023
  • 21
  • 2022/2023
  • Case
  • Nanne migchels
  • 6-7
avatar-seller
GORILLAS
Creating a world with immediate
access to your needs

Business Development

Individual assignment: Thinkbox

Janne Hendriks (s1000264)

Dr. Paolo Franco & Dr. Ir. Nanne Migchels



1

,Table of contents

Chapter 1: Introduction ............................................................................................................................... 3

1.1 Business model ......................................................................................................................................... 4

1.2 Value proposition ....................................................................................................................................... 5

1.3 Areas of improvement ........................................................................................................................ 6
1.3.1 Customer gain: Long-term relationships ................................................................................. 6
1.3.2 Customer pain: Paying too much for products and services ............................................... 6
1.3.3 Customer pain: Paying extra costs .......................................................................................... 7

Chapter 2: The innovation .......................................................................................................................... 8

2.1 Pick-up service........................................................................................................................................... 8

2.2 Addressing current areas of improvement ............................................................................................. 9

2.3 Changes in the business model .............................................................................................................. 9

2.4 Changes in the value proposition .......................................................................................................... 10

Chapter 3: Development of proposed business model....................................................................... 11

3.1 Diffusion of innovation ...................................................................................................................... 11
3.1.1 Diffusion of innovation- Firm ................................................................................................... 11
3.1.2 Diffusion of innovation – Customers ...................................................................................... 12

3.2 Customer and employee experience ............................................................................................. 12
3.2.1 Customer experience............................................................................................................... 12
3.2.2 Employee experience .............................................................................................................. 13

3.3 Ambidexterity ..................................................................................................................................... 14
3.3.1 Strategy: deliberate vs. emergent .......................................................................................... 15
3.3.2 Structure: mechanistic vs. organic ......................................................................................... 15
3.3.3 Incentive: pay for performance vs. tolerance for early failure ............................................ 15
3.3.4 Process: execution vs. search................................................................................................ 15
3.3.5 Customer involvement: mainstream customers vs. lead users ......................................... 16
3.3.6 Supply chain: efficient vs. responsive ................................................................................... 16
3.3.7 Acquisition: integration vs. autonomy .................................................................................... 16

Chapter 4: Consumer tribe ....................................................................................................................... 17

4.1 Consumer tribe: Pick-up service ........................................................................................................... 17

4.2 Consumer tribe: Gorillaswipe ................................................................................................................ 17

Chapter 5: Conclusion .............................................................................................................................. 19

References .................................................................................................................................................. 21




2

, Chapter 1: Introduction

Groceries being delivered within ten minutes sounds like the outcome for young

professionals with a busy job, social life, and a healthy lifestyle. Gorillas is a company that

offers their customers this time-efficient and healthy service. The company is founded in May

2020 in Berlin, where also their headquarters is established. Gorillas delivers groceries in 60

cities in Germany, the Netherlands, the UK, Denmark, Italy, Spain, and the US. They have

around 15.000 employees. In the Netherlands, Gorillas was the first company that offered the

service of delivering groceries within ten minutes. Customers perceived the service as very

innovative because despite other retailers also having a delivery service, none of them

promised their customers to deliver within ten minutes. Gorillas owes its success for a large

part to the lockdown period because of Covid-19. The lockdown period enabled them to grow

very fast because people were not allowed to go outside for their groceries, so people were

depending on delivery services.


I think Gorillas is a very interesting company because they have been growing very fast and

they have an innovative business model. Their business model is different from

supermarkets like AH and Jumbo and different from the already existing delivery service

Picnic. I am very interested in fast-moving consumer goods because I like the fact that it is so

fast-paced, dynamic, and constant innovation is needed to beat competitors. When I did an

internship at the headquarters of Jumbo supermarkets, I mentioned a lot of discussion about

how to compete against a new booming delivery service like Gorillas. Eventually, this

resulted in a strategic partnership between Gorillas and Jumbo.


The business model canvas and the value proposition canvas will help to describe how

Gorillas creates, delivers, and captures value and how the products and services are

positioned around the customer values and needs (Osterwalder et al, 2010). In table 1 the

business model canvas can be found and in table 2 the value proposition canvas can be

found.




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