Capstone – Project

DoorDash Market Analysis & New York Tri-State Area Growth Assessment

A Collaboration Between

Project Synopsis

DoorDash is looking for an in-depth analysis of its marketing strategies to help improve their overall marketing through various digital efforts. DoorDash wants to optimize its entire marketing strategy by analyzing the existing business model and leverage areas of opportunity to better compete with many existing and new entrant competitors into its space. This includes research & analysis related to SEO, Pay-Per-Click (PPC) and Social Media.

Project Topics

Marketing

Company Information

CompanyDoorDash
HQCalifornia
RevenueUnlisted
Employees500-2500
StageMedium Business
Hiring PotentialN/A
Websitehttps://www.doordash.com/

Company Overview

DoorDash is a technology company that connects customers with their favorite local and national businesses in more than 800 cities across the United States and Canada. It empowers merchants to grow their businesses by offering on-demand delivery, data-driven insights, and better in-store efficiency, providing delightful experiences from door to door. By building the last mile delivery infrastructure for local cities, DoorDash is bringing communities closer, one doorstep at a time.

Industry Mentors

There are currently no supervisors assigned.

Experiential Learning Program Details

SchoolPace University
Engagement Format -
CourseUndergrad Marketing Live Case
Level
  • All Undergraduate
Students Enrolled30
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration15 Weeks

Program Timeline

Touchpoints & Assignments Due Date Submission
Project Kickoff

Project Kickoff

Company to join class via Web Conference to Kickoff Project
January 21st, 2019 Event na
Final Presentations

Final Presentations

Students present results to company leadership
May 7th, 2021 Event na

Key Project Milestones

  • February 21, 2019 - Part 1: Market Analysis with Focus on Competition

    • What is DoorDash? What are the different types of products/services that it offers, and to who?
    • Who are DoorDash’s biggest competitors?
    • Perform a SWOT analysis for DoorDash.
    • What similar businesses have scaled nationally (internationally)? How have similar businesses scaled nationally/internationally? What can we learn from these experiences?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 1.

  • April 2, 2019 - Part 3: Search Engine Optimization (SEO) Strategy

    • Provide a specific list of keywords that DoorDash should target for SEO (focus on consumers in NYC).
    • Provide specific proposals to improve the focal webpage’s rank on SERP for the proposed keywords from on-site SEO perspectives (e.g. how to improve the quality and the relevancy of the webpage).
    • Provide specific proposals to improve the focal webpage’s rank on SERP for the proposed keywords from off-site SEO perspectives (e.g. how to build backlinks).
    • What can we learn about our existed consumers through Google Analytics?
    • What similar techniques have similar brands used that are effective? What can DoorDash learn from its competitors?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 3.

  • April 25, 2019 - Part 5: Social Media Strategy

    • How to use different social media platforms to market to target consumers, especially those in NYC?
    • Provide specific Facebook/Instagram advertising campaigns.
    • Provide specific proposals for copy and audience segmentation that DoorDash should test.
    • What similar techniques have similar brands used that are effective? What can DoorDash learn from its competitors?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 5.

  • May 7, 2019 - Part 6: Final Presentation & Paper

    Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated


    Suggested Deliverable:

    Create a presentation to outline all the work that has been completed!

Project Resources

There are no resources currently available

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.