Marketing and Communication: Addison Lee Case Study

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Marketing and communication 1
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Table of Contents

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Introduction.................................................................................................................................................3
Task 1: Evolution of marketing...................................................................................................................4
Task 2: Marketing environments.................................................................................................................5
Task 3: Marketing strategies........................................................................................................................7
Task 4: Marketing mix................................................................................................................................9
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13
Introduction
Addison Lee organization has been offering private hire services to the residences in UK. They
have been in operation over 40 years offering various services that are delivered to the customers

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(Armstrong, Kotler, Harker and Brennan, 2015). In this report, it is a case of Adison Lee
organization, there are various tasks which will be examined. Task one looks at the evolution of
marketing, task two marketing environment, task three marketing strategies and the last task is
on marketing mix of the organization.
Task 1: Evolution of marketing
a. Describe the Production, Product, Selling, and Marketing orientations.
The concept of the marketing has evolved over time. In today’s business the consumer is the
king.
Production orientation
The focus of an organization is to reduce the cost through mass production of their services. The
business orientated around the production usually believe that the economies of scale is
generated by the mass production which will reduce the cost and maximize on the profits (Belch,
Kerr and Powell, 2014).
Product orientation
Addison Lee organization believes that that their high quality products and functional features
makes their products more superior than the competitors. Therefore they believe that if they have
superior products the clients would automatically like them.
Selling orientation
The sales orientation focus is simple; it entails making of the product and then selling to the
target market. The organization they are providing transport services target various consumers

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across London and other markets (Zhang, 2015). This orientation entails making what the
organization thinks the customer would need without any relevant research.
Marketing orientation
Marketing orientation will put the organization at the heart of the business. All the activities
within organization will be based on the customers. The client is the true king. This orientation
endeavor the organization to understand the client’s needs and want, then implement the
marketing strategy that is based on the market research.
b. Orientation adopted by Addison Lee
The orientation which has been adopted by Addison Lee is selling orientation. The organization
has been offering the same range of services for over 40 years. They have made these products
and then selling to the customers (Anwar, 2016). Moreover this kind of services is what the
customer wants. The company has also invested heavily in the mirroring the features of the
competitors such as providing off peak weekend fares, sharing of the ETA as well as tipping the
drivers (Anwar, 2016). Moreover, the organization is also aiming to increase the number of fleet
drivers. This shows that they are using aggressive sales methods to gain higher sales (Zhang,
2015). The central aim of using this theme is to make products which will enable them make
more money. The use of promotion facilities is to gain a higher market share from the
competitors and to encourage customer loyalty aspect.
Task 2: Marketing environments.
a. Marketing environment analysis and importance of Addison Lee to set up
marketing strategy.