Porter's Five Forces Analysis — Zé Delivery

Academic project developed in the Strategic Marketing course at FAPCOM, applying Porter’s Five Forces framework to Zé Delivery — Ambev’s beverage delivery app, launched in 2016.

The work mapped the brand’s competitive environment across all five dimensions: threat of new entrants, bargaining power of suppliers and buyers, threat of substitutes, and rivalry among existing competitors such as iFood, Rappi, Bebida na Porta, and Prime Drink.

Challenges

Understanding the strategic position of a company operating in a highly competitive delivery market, where generalist platforms like iFood and Rappi compete for the same consumer with a far broader product offering — and assessing whether a beverage-focused niche can sustain a long-term competitive advantage.

Results

A critical and structured analysis of Zé Delivery’s competitive ecosystem, identifying opportunities, threats, and strategic goals to maintain relevance against well-established competitors.