Assignment | Marketing Communication
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Added on 2020-06-06
Assignment | Marketing Communication
Added on 2020-06-06
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Marketing Communications
Table of ContentsINTRODUCTION ..........................................................................................................................1TASK 1............................................................................................................................................11. Context analysis of Uber of United Kingdom.........................................................................12. Evaluation of strategic components for Uber..........................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing communication is an approach used by various enterprises to convey theirmessages to various branches. These messages include informations about company's productwhich can be shared to customers also. This would help consumers to know services oforganisations so that they can avail for their enjoyment. In addition to this, marketingcommunication is taken as essential tool by managers to build brand awareness in consumers.This process aid employers to to analyse how many customers are used their products on regularbasis and what perceptions they are made after using services. In order to see importance ofmarketing techniques, this mention report focuses on a transportation company named by Uber.It offers mega-ride sharing to local citizens of country in which this firm operates business. Inorder to provide services to customers in a wide manner, its managers adopt variouscommunication strategies. This assignment also explain business and buyer context along withmarketing strategy (Albarracin, Johnson and Zanna, 2014). TASK 11. Context analysis of Uber of United KingdomFor providing information about company's products and services to customers in shortinterval of time, organisations like Uber use effective marketing communication. This processincludes various activities related to build communication with customers in an effective way. Inaddition to this, it helps in influencing behaviour of customers in a positive way. Uber profile and backgroundIt is one of a leading transportation company of UK which was established in the year2009 by Travis Kalanick and Veterans Garrett. The first branch of this organisation isheadquartered in San Francisco, USA. This enterprise offers various types of services liketaxicab, ride-sharing, food delivery as well as vehicle services to people. It has establishedbusiness in 633 cities of the world. In addition to this, Uber has provided online applications topeople to access its services and on cheap rates. The main purpose behind offering services atlow cost is to expand transport business in more regions. According to statistical point of view,this firm has expanded its business operations first time on 14thMarch in more than 33 newregions. Along with this, currently it has more than 400 working employees who give theircontribution in providing services in better manner. Expansion of business at international level1
aid Uber to generate huge amount of revenue as well as gain high return on investment. Asestimated in the year 2017, it has earned around US $7.5 billion. Nature of business environmentBusiness environment that was provided by Uber is not so good as per the reviews andfeedbacks taken form customers or published in newspapers articles by some renownedpersonality. Employees who were working in this organisation were not skilled or adequate withcustomer relation as they were bringing incomplete and unreliable solutions to clients. Thistransformed as one of the biggest drawback, relations amongst employees were also notappropriate and back stabbing of co-workers can be seen at workplace. Therefore, overallenvironment and nature of business was destroying the image of company in front of customersbecause of which their sales and profitability was also decreasing. CONTEXT ANALYSISContext analysis is used as most beneficial method for a company in analysis theenvironment of business in which it operates. Evaluation of environment includes determinationof macro factors which impacts directly on operational activities. While context analysis are usedto evaluate both micro and macro factors which affects business in a large manner. Analysis ofsuch attribute help management in formulating effective strategies and policies used toaccomplish desired objectives in an appropriate way. These measures are required to make anaction plan properly which provide information based on the impact of macro-environmentalfactors. In addition to this, it is taken as primary stage of planning in which new areas areidentified to grab opportunities in more effective manner (Kaplan, 2012).INTERNAL AND BUSINESS CONTEXTBusiness context is also used to examine environment of business organisation. But isconsider internal and external environmental features in order to make sure that policies andpractices are lead better result. For Uber Company, its first choice comes in existence when acustomer wants to ride sharing or avail service. It provides various types of services according topreference and lifestyle of customers. Its services are mostly used by consumers who are priceconscious. Therefore, for welfare of people and gaining their retention with services, this firmhas offered various discounts on regular basis to customers. Along with this, using marketing2
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