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Introduction to the running header: Marketing and communication

   

Added on  2020-04-21

11 Pages3236 Words52 Views
Running Header: Marketing and CommunicationMarketing and Communication Authors ID:Authors Name:
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Marketing and CommunicationContentsIntroduction.................................................................................................................................................3Task 1 Evolution of marketing....................................................................................................................3Marketing orientations concepts..............................................................................................................3Orientation adopted by Addison Lee.......................................................................................................4Task 2 Marketing environments..................................................................................................................4Marketing environment analysis..............................................................................................................4Macro environment of Addison Lee........................................................................................................5Key competitors......................................................................................................................................5Internal environmental factors.................................................................................................................5Task 3 Marketing strategies.........................................................................................................................6Market segmentation and its importance.................................................................................................6Segmentation approaches........................................................................................................................6Task 4 Marketing mix.................................................................................................................................7Identification of 7p’s...............................................................................................................................7Recommendations to marketing mix.......................................................................................................8Conclusion...................................................................................................................................................9References.................................................................................................................................................10
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Marketing and CommunicationIntroductionMarketing is the mechanism which can be adopted by the business corporation for promotingand spreading awareness about the products and services of the entity. Marketing enhances thebrand equity and the market share of the concerned products (Baker, 2014). This hike in themarket share gets reflected in the increased sales and profitability of the firm. The business entityshould develop appropriate marketing plans and strategies and accordingly communicate thesame to the target audience. Proper communication is very essential in the process of marketinghence it will develop a clear idea about the products and services in the minds of the targetedconsumers and which will aid in the generation of will to purchase. The communication processassists the concept of marketing in several aspects. The communication process has beenconsidered as the medium which conveys the details of the concerned products and services tothe target market and consumers. Transferring the required details of the products to theconsumers has been considered as a crucial and significant concept for the process of marketing.The communication or the messages stimulate the decision making of the consumers and tendsthem to buy the marketed product. The below-executed report has been analyzed for AddisonLee which is a private hire services provider company. The business entity has been planning toexpand business in London and hence the below-presented report has been analyzed forevaluating the approaches and concept of marketing and communication. Task 1 Evolution of marketing Marketing orientations conceptsThe concept of marketing orientation has been concerned with the philosophy of a companywhich has been made focused on discovering and meeting the requirements of the customers.The below mentioned are the integral concepts of marketing orientation (Bukhari and Kazi,2016). Production concept: This concept is mainly concerned with the production process and theproduct. The prime idea of the concept is that the target consumer will buy the product which iseasily available and is also affordable. So as per this concept, Addison Lee should have anobjective of enhancing the production and distribution efficiency. Product concept: This concept is totally focused towards the product, making it better, nicer andcheaper. The concept ignores the customers’ needs as it directly starts from product and theentity makes the attempts to sell the product to the consumers. The main aim of the concept is toimprove the product. Selling concept: The selling concept is concerned to the selling of the products and services tothe consumers (Chang, 2016). Less significance is given to the consumers or their types and
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Marketing and Communicationrequirements. The concept starts from promoting the products and later focus is on searching thepotential consumers. Marketing concept: This approach is concerned with fulfilling the needs of the marketingstrategy. The concept also focuses on developing long-term relations with the consumers andknowing the needs and wants of the consumers and fulfillment of the same is also done. Thepromotion and advertisement of the products is the main concern of the concept (Chernev, 2014). Orientation adopted by Addison LeeOn the basis of the research, it has been observed that the business entity has been making use ofthe Marketing orientation concept. The business entity has been focusing towards developmentand improvements in the products (Coronel and Morris, 2016). This has to be done forenhancing the customer experience. Heavy investments have been made by Addison Lee inreflecting the specializations of Uber London. The below mentioned are the examples whichdetermine the adoption of the product orientation concept by Addison Lee:The business entity has mainly focused on bringing advancements in the products and theservices. Heavy investments have been made by the entity in reflecting the features of UberLondon. The features are off-peak weekend fares, sharing ETA and driver tipping.The organization also unveiled new feel and a premium look. The new logo and a color palette inyellow, black and slate were introduced which signified commitment of offering quality andservices to the passengers.Task 2 Marketing environmentsMarketing environment analysis The term marketing environment analysis has been made concerned to the process ofidentification of the internal and the external elements which are liable in stimulating thebusiness environment of the organization (Czinkota and Ronkainen, 2013). The analysis alsoentails the assessment of the intensity of the threats and the upcoming opportunities. Thisanalysis aids the entity in the decision making process and alignment of the strategies is alsodone on the basis of this analysis. Addison Lee will be benefited by analyzing the marketingenvironment on various aspects. The below mentioned are some of the benefits which will begained by Addison Lee after analyzing the marketing environment:The business entity will be able to identify the present strengths and weakness and alsothe upcoming threats and available opportunities if any. The firm will also be able to get a clear idea about the available resources and also how tomake optimum utilization of the available resources (Dunning, 2012).
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