Marketing and Communication INTRODUCTION

Marketing and
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Analysis of following components ............................................................................................1
TASK 2 ........................................................................................................................................5
Monitoring of components of marketing communication strategy.............................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing and communication are the ways and methods through which company can
promote the products. It is important so that firm can easily communicate the particular items
and can easily attract more customers. Thus it helps in increasing customer satisfaction and firm
can earn more profits (Orchiston and Higham, 2016). Hence firm can give strong competition to
other firms. Report discusses about Uber company. It is founded in U.K. Company deals with
ride sharing,delivery of food and transportation network firm. . Project explains about context
analysis of ride sharing company. It also tells components such a business, buyer and the
stakeholder analysis etc. Assignment discusses about evaluation components of marketing
communication strategy such as pull, pull and profile communication etc.
TASK 1
(a) Analysis of following components
There are different components with which the company deals with. After evaluating
these factors company develops a marketing strategy for promoting their products. It monitors
the information so that firm can evaluate about the market place and can know needs and wants
of customers. The different components of the analysis in Uber company are-
Business context – Company analyse about the marketing components such as the
competitors including Ola ,taxi limited. After evaluating this firm can create necessary plans and
policies so that it can deal with the rivals. It has also adopt the latest and recent technology so
that it can give good rides to people and can deliver food in time to customers. It also evaluate
the need of various stakeholders such as customers and suppliers through which it can create
different strategies and plans. Uber company is not operating in Germany as there is tough strong
competitor that is Black lobby is present in the country. It has a good brand value as mostly
people say that it can operate in various countries and no driver is guilty of any prosecution or
other dangerous crimes. Hence firm has analysed that it can start the business in various nations.
Company has to build and increase the status and value of firm through rebuilding the brand in
different and unique manner. Many customers feel that it has not a good pricing feature as it
chargers higher price at peak season. This is why they are not satisfied with company. So firm
has to create different strategies so that it can survive in the market and can satisfy the customers.
Buyer context – It helps in identification of the needs and wants of the buyers. Company
finds that who are the buyer who can take fast rides (Pedersen, P. M. and et. al., 2016). It finds
1

that mostly youths take the rides as old age people generally take the rides and old aged people
do not take rides as the are enjoying it and the prefer to go with the family members. Firm have
evaluated that the customers are generally available on the rides and they can book the rides so
that they can conveniently move with the cab (Petersen, Kushwaha and Kumar, 2015). They
often move in rides at time of marriage and at time of festival season. So hence users book at
these seasons. Many consumers generally book the cabs at night time as people go to marriage
or other occasion at night time only. Many consumers feel that higher price is charged for the
taxi at peak season so hence customers do not prefer it. Many uses have negative perception
regarding the brand and hence they do not prefer to book the rides. As Uber only moves in urban
areas and they do not moves in rural sectors. So hence now only it do not become famous in the
minds of the rural sectors. Thus it has to create strategies and policies so that it can reach to
people of rural areas. It can promote itself through various sites so that many people in rural
sector can have knowledge of cabs.
Stakeholder context – Many customers feel that it is safe and convenient but there are
many complaints that drivers are harassing them so hence there is negative perception of
customers on Uber cabs. So thus many customers do not prefer to take rides on the cabs.
Government is investigating that there are no damage to cabs as well as to the driver so they are
creating rules and regulations which directly affect the drivers of cabs. They have also created a
law which do not give rights to drivers as it said that there is no boundation of drivers in
relationship of employer and worker. They themselves have to search for the customers so that
they can give rides to all users. At last, tribunal had gave the decision that drivers cannot
themselves find the customers but they are selected by Uber company so hence they have to
follow all rules and regulations which is created by the firm. Mayor of London feels that they are
no given license and hence they cannot driver do not get permission to drive the cabs. Hence
there is negative impact on the cabs. Financial institutions think that they have charged higher
interest price from company so hence they face problem in taking the loans. So they have a
problem in widening and expanding the business. But due to success the banks can thought to
reduce the interest rates so that Uber can easily take loans and can widens the business. In media
they have launched a media plan through which they have shared a unique code online which
become very famous in media (Tomczak, Reinecke and Kuss, 2018). So media can promote the
products and prices of Uber in a fantastic manner. Hence it also benefits a lot to customers.
2