Adaptation & Standardisation of Marketing Mix for Lyft in UK

Group Management
Report-CW2

EXECUTIVE SUMMARY
There are different aspects of marketing mix for a a organisation that consist of details
related with how they have to use the adaption or standardisation techniques in the new target
market which they are willing to enter. Different integrated marketing tools can be used for the
purpose of laying down direct communication channels with the customers these are divvied
according to the nature and requirement of a organisation. The most appropriate strategy that can
be adopted by Lyft in this case of use of digital marketing strategies these are most cost effective
and can help in generation of maximum benefits. There has been a discussion based on use of
CBBE model that consist of different aspects such as brand salience, brand performance,
consumer perceptions and further consumer brand resonance. After this there is measurement of
success in which the most suitable approach that can be adopted by Lyft for the purpose of
ensuring their success in their new target market that is UK is use of ROI as it helps in
calculation based on numeric values.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
Adaptation &s standardisation of marketing mix............................................................................4
CBBE Model....................................................................................................................................5
Integrated communication mix & methods......................................................................................8
Measurement of success..................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11
INTRODUCTION

Strategic marketing is one of the most popular concepts that is part of every organisation
and is affecting the way they are forming different types of strategies. Lyft is a American ride-
sharing brand that is based in California. They are willing to develop applications and markets in
UK. For this present report is based on discussion of different components that are helping them
in laying their functions in different parts of UK with the help of their existing brand image in
existing countries. This ride sharing brand is having 28 percent market share after Uber in United
states and they are operating with the help of some mobile applications, fingering scooters, car
rides, food delivery services and bicycle sharing system (Bayazovna, 2020). The main aim of
this report is to understand the standardisation of marketing mix by making a critical analysis
by adopting marketing mix tools to understand the different market segments. Further there is
use of a strong marketing model to focus on different components of CBBE model in order to
understand the customer reactions & responses. There is use of integrated communication mix
and its role in launching of new products on new target markets for this basic three marketing
communication methods are select so that there can be timely reaching of the target segment of
customers. After this there is measurement of success by sales targets, profitability, market share
and return on investment with a analysis on way it can be developed in coming future period of
time after Lyft is able to establish in their new target market that is U.K by their new feature of
sharing cabs.
MAIN BODY
Adaptation &s standardisation of marketing mix
Adaptation of marketing mix: It is a concept that is related to adapting of the different concepts
that are related to changes that have to made according to the target market in which the
organisation is entering.
standardisation of marketing mix: In this concept there are no changes that are made by a
particular brand when they are targetting a new country instead they are willing to keep a
standard set of prices that can help them in establishing their functions (Tadic, Ratkic and Suput,
2017). There are no modifications made in the different elements of marketing mix such as price,
place or promotional strategies but there is a standard fixed and that is used in any new location
in which the brand is willing to enter.