Experience the Case MethodGlobo Case
IESE is renowned for its interactive learning sessions and dynamic use of the case method, which puts participants in the role of senior decision makers to explore real-world leadership challenges. On January 13, 2022, you’ll have the chance to experience the case method firsthand and its ability to sharpen your strategic thinking.
Guided by IESE Prof. Mathieu Carenzo, you will explore the case “GLOBO”. In the context of the digital revolution and the mass use of smart devices connected to the Internet, consumer habits have changed radically. Now a large proportion of the population shops from home, and consumers can compare and choose products from a wider variety of options and sellers. So competition is fierce. Local businesses, such as restaurants, no longer compete with only the business next door but also with other businesses located elsewhere in the city or even in another city or country. With the increase in competition and the implicit rise in the variety on offer (both food and other products), consumers have become more demanding as they have more to choose from. At the same time, new communication channels and social media have established a new relationship between buyers and sellers. Vendors can reach their customers directly and create new and improved customer-satisfaction and persuasion strategies. This case study analyzes Glovo's first business model and describes the evolution of the on-demand delivery company from its beginnings up to the late summer of 2016, when a change in model seemed to be needed. The case looks at the different aspects of Glovo's first business model, aimed at the continuous acquisition of new users to continue growing through innovative marketing techniques. In addition, the case compares Glovo's value proposition and business model with those of the competition at that time, when most of its competitors offered only food-delivery services.
We recommend you read the case to become familiar with the company historical background.