Academic Skills Assessment 2

This presentation analyzes the advantages and disadvantages of marketing for private hire drivers in the UK, using Wheely as a case study. It explores the impact of social media marketing on profitability and examines various marketing models and theories relevant to the industry. The presentation also discusses the challenges and limitations of marketing in this context.

Academic Skills

Table of Contents
INTRODUCTION ..........................................................................................................................1
DESCRIPTION ...............................................................................................................................1
CONCLUSION ...............................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Marketing is the most essential and necessary process which made up the deep
understanding between product, place and promotion and price. These following elements of
marketing enhance the company awareness in the market. Present study will be based on social
media marketing and their significance effect on the profitability of Wheely that is high profile
Chauffeur company which dressed to create the right impression on the clients. Such as arrive
on time, make journey comfortable, stay with client if required etc. Further study will be
explaining the overall marketing plan of Wheely in order to promote the company into high
extension and growth. Further study represents literature review in order to explains the
importance and models of marketing.
Scope of the study is to promote the marketing practices of Wheely in order to promote
their services to get higher sales growth. Impact of marketing influenced the services or products
of the company which is very necessary and effective for the future growth.
Aim: “Marketing advantage and disadvantage to private hire drivers in UK”
DESCRIPTION
Marketing advantage and disadvantage to private hire drivers in UK
Advantage
The best marketing practices or process involves the product or services which helps to
attribute, pricing, distribution and promotion of the company services. Productive marketing
strategies and developing growth will help to develop the deep understanding approach to take
the business into new level (Arbuckle, Morton and Hobbs 2016). There has been difference
between between taxi and private hire drivers. Wheely is the private hire operator in London who
provides drivers at the best possible range. Out of which their drivers are highly qualify and
professionals. In 2018 Wheely invest $10 million on the advertising in on boarding drivers in
London.
Marketing practices includes to identify the customer needs which helps to built the
relationship with clients. Such as Marketing can help company to get more bookings of
meetings, celebration, corporate gathering. So that, company can get more new bookings and
growth. Besides, it also helps company to pick the right price of the services after measuring
competitors price. Marketing process helps to gain competitive advantage as well. Overall, it
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helps to sustained in the long term market in future and get higher customer focus towards the
study (Lovelock and Patterson 2015). Marketing makes business popular and add some values
into the services of products. Wheely can take several benefits from marketing such as
sustainability, market growth, profitability and brand value. it is necessary for the Wheely to
make new promotional marketing plan in order to retain the potential customers.
Social media marketing plays a most crucial role in the development process of company
brand value. It can be more efficient and profitable for the development of company image in the
market. Social media marketing is more understandable and fast in order to generate the
customer traffic (Babin and Zikmund, 2015). 97 of small scale businesses uses social media
marketing growth towards the development level of new customers. Social media is significant
tool to validate brand and its long term effectiveness results and task. Apart from that, it would
help to discover the global reach to develop customers.
Company always needs to promoting best practices and result outcomes this can also be
the same and effective result goals (Shah and et.al. 2017). Promotional activities helps to develop
the marketing value for the company and more awareness between the company and customers.
As per the Holt, 2016 company can adopt some social media marketing models such as
Facebook influence model in order to develop the client global reach and can easily pass the
information to others in shorter level of time. Apart from that, it helps to keep the market more
and effectively active within the business growth. Media ecology is the another theory that can
be adopted by the company in order to generate more awareness and customer attraction. Media
Ecology theory aims is to understand the social impact of technology and communication. It has
been evaluated that, this theory is needing new challenging task in order to meet out the best
forming result.
As per the (Yu and et.al. 2018) Marketing is the most essential department or function
which helps to connect all other departments to the end consumers. Besides, it also helps to
communicate company about the current trends and needs of the customers. In order to meet out
the result and goal effective process targets. Marketing manager of the Wheely can also adopt the
some marketing practising needs in order to meet out the best customer satisfaction results. They
can use to adopt value adding techniques and methods to performed the different new activities
and goals. In order to meet out the long term challenge in order to meet out the best forming
result and good target marketing channels. In order to meet out the long lasting results and new
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managing successful business growth. All along the great effects has been given to the company
is that to create long lasting results and new managing successful business growth. In order to
make the best marketing result outcomes that helps Wheely to take their cab services more
competitive.
As per the (Hudson and et.al., 2016) and long term, Wheely required to adopt several
theoretical goals and new matching leading target performance that helps them to make market
more effective and leading. Overall, it brings new managing successful business growth and
growth effective task.
Disadvantages
As per the (Keller 2016) it has been analysed that company needs to adopt some
marketing practices taking the better customer satisfaction growth such as Consumer behaviour
theory to identify the customer needs and wants. On the other hand, some people cannot afford
the prices or services provides by the Wheely. In that circumstances, Wheely fails to approach
the rest of the market. Marketing strategies cannot reach to the overall market growth.
In order to critically evaluated of marketing process can lead ineffectiveness long term
success. The reason behind this limitation, sales promotion strategies are sustained only for short
term. Due to higher competition, other rival companies can easily get the new strategy to attract
customers. This theory helps to identify the nature of clients and their current needs and wants
results. In order to meet out the growth and long term channel to keep that market long term
effective. It has been critically evaluated by other author theory that is consideration. In order to
meet out the best charging results and long term goal which can be implementing new service
sector growth.
Lack of certainty is the another disadvantage of the marketing which cannot be given any
guaranteed success. Sometimes marketing cannot get the new long lasting result and new
managing successful goals.
Wheely can also evaluate their marketing position or collect competitive environment by
following the long term result and new managing successful business growth by adopting some
marketing models Ansoff Matrix, Balanced Scorecard, The marketing Mix, SWOT analysis and
stakeholder analysis models to keep marketing perspective leading and challenging. Porters five
forces can help to discover the new successful growth.
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CONCLUSION
Marketing practices and their promotional activities has been based on the productivity of
or the new technologies which is most essential and needed in today's time. Marketing practices
is very much helpful to grow business and create customer interest in goods and services.
Through company easily create value for their clients and for themselves. Present study has been
based on Marketing business of Wheely which described advantages and disadvantages impact
of the environment on the business.
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REFERENCES
Books & Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Holt, D., 2016. Branding in the age of social media. Harvard business review, 94(3), pp.40-50.
Hudson, S. and et.al., 2016. The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing
behaviors. International Journal of Research in Marketing. 33(1). pp.27-41.
Keller, K. L., 2016. Reflections on customer-based brand equity: perspectives, progress, and
priorities. AMS review. 6(1-2). pp.1-16.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to
sale: The effects of firm-generated content in social media on customer behavior. Journal
of Marketing. 80(1). pp.7-25.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Nagle, T. T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Arbuckle, J., Morton, L. W. and Hobbs, J., 2016. Executive Briefing: 2015 Local Food
Marketing Practices Survey. Washington, DC: United States Department of Agriculture.
https://www. agcensus. usda.
gov/Publications/2012/Online_Resources/Local_Food/pdf/LocalFoodsBriefingPresentatio
n_FINAL. Pdf.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Shah, D. and et.al., 2017. Linking Customer Behaviors to Cash Flow Level and Volatility:
Implications for Marketing Practices. Journal of Marketing Research, 54(1), pp.27-43.
Yu, C. H., and et.al., 2018. Towards building a value co-creation circle in social
commerce. Computers in Human Behavior.
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