Zoopla Marketing Challenges and Solutions

The assignment delves into the marketing challenges faced by Zoopla, a company operating on a non-profit model. It examines issues such as fraud, insufficient resources, and the impact of knowledgeable employees on success. The analysis explores how marketing strategies can help Zoopla navigate these difficulties and achieve its goals.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Q1 Introduction of Zoopla (non-profit).......................................................................................1
Q2 Analysis of PESTLE, SWOT, competitor and marketing mix.............................................1
Q3 Challenges faced by organization.........................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing is a continuous process whose main objectives is to offer best products or
services to distinct consumers. In fact, companies are using various modern technologies to
promote their company items at different marketplace . Basically, main objective of advanced
equipments is to attract minds of domestic as well as foreign clients (Jobber and Ellis-Chadwick,
2012). Zoopla property plc (ZPG) is non profitable British organization which is partially owned
by Daily Mail and general trust as well as estate agent. Their main objective is to concentrate on
offering an effective opportunities to users that is to accessing to information such as; cost of
houses, trends of regions, statistics and exiting value of properties of UK. Therefore, assignment
is focussing on various marketing activities adopted by enterprise for attaining their set
objectives. Analysis of PESTLE, SWOT, rivalries and 7 P'S is going to outlined in this project.
Q1 Introduction of Zoopla (non-profit)
Zoopla is British property company whose main motive is to provide accurate
information about domestic as well as foreign lands. It is partially owned by non profit
organization that is general trust and daily mail. Primarily company was identified in around
2007 as Zoopla and later on in almost 2008 its first website was launched whose main motive is
to provide accurate data about property. Furthermore, in coming time firm is acquiring number
of other property handling organizations in order to expand their business across various
international boundaries (Brown, 2013).
Q2 Analysis of PESTLE, SWOT, competitor and marketing mix
Assessment of business environment is indispensable for company success because
company policies are depend upon legal norms, acts, political rules, currency rate, resources
from environment and so on. Basically, marketing is all about study of internal and external
elements because it have a major impact on overall performance of an enterprise. In fact, Zoopla
is famous for its outstanding services across the borders as their main motive is to serve
customers with accurate or corrective data about particular properties as well as helps several
needy people at the time of requirement. In order to run an effective non profitable company,
managers needs to analyse various external and internal factors in order to company can easily
plan their organizational norms for guiding their employees to work in a proper manner. Thus ,
an effective assessment of PESTLE is describing as follows:-
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P Political :- advisory bodies are playing a major role in guiding company as well as
protect various buyers and sellers from exploitative activities. However, political members are
engaged in designing certain useful norms, fundamental rights for customers, employees, staffs
etc. , beliefs , policies, rules and regulations in order to assist company to framed corrective plans
by considering rights of every needy people without doing any wrongful conduct.
E (Economy):- Currency rate of a nation always fluctuates due to changes in consumer
demand and needs due to emergence of various foreign products (Lovelock, 2011). Thus, it is
essential to analyse economy of a nation while doing several marketing activities.
Social (S):- Zoopla is mainly depend upon serving various needy people because their
main target are customers whomsoever requires help in various terms as well as provides concise
information about certain property. As a result helps in protecting individuals from
misinterpretation by identifying necessary facts or figures.
T (Technological):- Number of modern equipments are emerges which supports
company while performing their several promotional activities. For example; social media,
transaction through advanced sources like online, website designing aids in providing customers
about specific products or services.
Legal (L):- Acts are enacted by legitimate bodies as they are responsible for any
amendment as well as designed proper formalities while offering best services to consumers.
Main reason behind enforcing suitable law is to minimize the possibilities of fraudulent acts as
well as reduce dangers from societal place (Wilson and et. al., 2016).
Environment (E):- resources are considered as a most indispensable factor for success of
an organization because non profitable organization needs to acquire certain assets such as;
employees, land and building, plant or machinery and so on. However, success of an enterprise is
fully depend upon skilled or talented employees because marketing tasks are accomplished by
them only.
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Hence, it has been understood that before launching a new business at global marketplace
as well as in domestic company needs to analyse PESTLE for selecting best suitable nation in
order to understand the current scenario of political conflicts. Additionally, an effective SWOT
analysis is also need to be done for determining the effectiveness of internal components for
company success and development. Thus, appropriate assessment of micro factors are described
as follows:-
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Strengths Weaknesses
 It is a British company which deals in
property business such as selling
houses and domestics properties in UK.
 This company gets approx 250 million
revenue per year which shows its major
strengths.
 In UK, business of this firm is going at
high rate.
 RERA (Real Estate Regulation Act),
GST (Goods and Service Tax) and
REIT (Real Estate Investment Trusts)
are all implemented in this firm which
encourage investor to invest in
commercial real estate segment.
 Existing distribution, sales network and
domestic market shows effective
strategies Zoopla (Hair and et. al.,
2012).
 It provide monetary assistance.
 This industry is more robust than
economy as well as shows a strong
diversification as compared to its
rivalries.
 It has faces many barriers in expanding
its business at international level.
 Poor infrastructure and old
technologies for marketing shows
major weaknesses of this firm which
demands to de developed in order to
gain sustainability.
 Taxation is a one of the important
weakness of the zoopla company. They
face many difficulties to full fill tax
responsibility. Government make
various rule and policies related to
taxation which affect firm performance
as well as profitability in long period of
time. Zoopla want money to run whole
business activities effectively. For this,
they want to loan but high interest rate
can create problem for zoopla. They
want money form bank, institute want
taxation receipt for high loan. But firm
can not able to provide it.
Opportunities Threats
 Growing urbanisation and economic
expansion open potential for real
estates.
 Investment in real estate is a big
opportunity for people to increase their
 Zoopla have various internal and
external risk factors which create
problem for the company. Some
external factors are economical,
political, geographical, cultural, social
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properties which indirectly proves
beneficial for business of real estate
companies also.
 Through taxes made by regulatory
bodies, boost morale of real estate
companies to open its organisation in
marketplace.
 Growth rates, profitability, economical
condition of region and venture capital
give chance to Zoopla to expand its
business. New trade agreements between
countries also provides an opportunity
for real estate companies to expand
their business globally.
and may more can effect firm
performance effectively which increase
their profitability and productivity in
long period of time.
 Innovation and rapid changes of
technologies creates major threats on
business of such companies (Kozinets
and et. al., 2010).
By analysing SWOT of Zoopla company it has been identified that company needs to
focus on modern technologies to improve their current strategies and way of serving distinct
clients. In order to make more effective company needs to understand roles of marketing mix
which is played at workplace are highlighting as underneath:-
Product:- First or foremost step is to design an outstanding goods in order to capture
minds of millions of clients. It means description of new thought is required before establishing a
company. Thus Zoopla is all about based on serving customers with precise and corrective
information about specific property as well as linked with trust for offering various public
services to needy people (Mullin, Hardy and Sutton,2014).
Price:- It is a non profitable organization which is based on customer oriented instead of
focussing on profit. Therefore cost of a company is not that much high as compared with other
private associations.
Place :- Location is a major concept which attracts clients because convenience place is
liked by everyone as it aids in various manner. For example; easy to found, reached etc. Beside
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this Zoopla is web based company which is available for every individual through internet
services.
Promotion:- Charitable trust or society oriented organization don’t need any promotion
because customers automatically get attracted towards it at the time of need or requirement. But
still at initial stage company needs to focus on promotional factor that is most indispensable
element of marketing activities.
People:- Customers are end user of any product which means it is essential to attract
them as well as employees by facilitating them with required material.
Process:- Distribution channel which is used by company needs to be very advanced and
marvellous because this company was formulated for societal benefits. Along with this modern,
it is understood that modern technologies are useful while doing few complex task in a fastest
way by assisting less skilled employees towards corrective path (Kotler, 2011).
Physical evidence:- Its time to gain feedback from consumers in order to make further
changes as per their need or demand.
Last but not the least one of the most essential factor which must be used by marketing
department is segmentation of marketing into various sections by considering several factors
such as; age group, sex, gender, culture, behavioural, regional hence forth. This technique of
segregating marketplace into different segments are very helpful for company in various manner
because it helps in understanding the taste, preferences, choices and current trends that is liked
by specific group of consumers. As a result, company can easily get succeeded in fulfilling the
needs or demand of desired members.
Q3 Challenges faced by organization
After analysing entire situation and various ways of accomplishing several marketing activities it
has been identified that number of barriers and success obstacles are emerging. Thus, few major
challenges that is encountered by an enterprise as well as whole corporate world are described as
follows:-
 Changes in current trade policies, different government initiatives affects the success in
various manner. For example; modification in existing policies creates problems while
running their business as they need to again frame their company strategies according to
government rules and regulations.
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 Enactment of various strict laws and order have a major impact on a company
performance as it may control company in various complicated situations.
 Fluctuation in currency rate have a major impact on a company profit.
 Zoopla is facing a major problem or success barriers that is emergence of various
fraudulent activities like hacking system affects the confidential information of an
organization.
 Increment in criminal level because of gaining maximum revenue.
 Shortage of sufficiency resources due to wastage of it at marketplace by illiterate and less
talented employees.
 Less knowledgeable workers affects the success level of an organization in various
manner.
Hence, it has been analysed that Zoopla is going through a huge problems due to lack of
capital as this organization is based on non profitable theory . It means they are focussing on
providing reasonable services to clients instead of demanding with them .
CONCLUSION
From the above report, it has been summarised that marketing plays a very crucial role in
a success of an association because it helps an organization in identifying the needy people.
Along with this supports in satisfying requirement of desired customers by understanding their
taste or preferences. Moreover, number of things get changes at marketplace which affects the
benefit of corporate world. Thus, merchandising activities supports managers while coping with
difficult situations which is encountered by Zoopla while offering non profitable services.
Throughout the study it is analysed that company needs to focus on entire factors which was
explained above for attaining their targets.
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REFERENCES
Books and Journals
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Brown, S., 2013. Postmodern marketing?. European Journal of Marketing.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Wilson, A and et. al., 2016. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Hair, J.F and et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science, 40(3),
pp.414-433.
Kozinets, R.V and et. al., 2010. Networked narratives: Understanding word-of-mouth marketing
in online communities. Journal of marketing, 74(2), pp.71-89.
Mullin, B.J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing, 75(4), pp.132-135.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
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