Marketing and Communication Report - Addison Lee

Added on - 21 Jul 2020

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Marketing andCommunication1
Table of ContentsMarketing and Communication.......................................................................................................1INTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3A) Production, product, selling and marketing orientation....................................................3TASK 2............................................................................................................................................4Macro business environment..................................................................................................4Micro marketing environment analysis..................................................................................4TASK 3............................................................................................................................................5Market segmentation..............................................................................................................5TASK 4............................................................................................................................................5Marketing mix........................................................................................................................5Recommendation.............................................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................82
INTRODUCTIONIn the present time, there is huge competition in the market among the corporation. Due to this tightcompetition, firm develops several kinds of strategies and tactics to compete rival. In this manner, marketingand communication is that important activity of company by which it can earn high level of growth andsuccess in the market. It is an activity by which company introduce and promote its product and services infront of customer (Al-allak, 2010). The present report is based on the marketing and communication concept,orientation and its importance in the Addison Lee Company. This is private limited company which deal withminicab services in the London.TASK 1A) Production, product, selling and marketing orientationFollowing are detail description of orientation-Production orientation- The major aim of this production orientation is to design and produce the highquality and effective product and services which can able to meet customer expectations. By this concept,companies focus on their production and manufacturing process and contribute best efforts for producehigh and luxury commodities and services.Product orientation-Product orientation is another significant aspect under which company design theproduct according to the need and expectation of customer (Ayub, Adeel, Muhammad and Hanan,2013). This concept is typically used more in marketing strategy discussions. In this manner, managestypically believes their products are unique and offer distinct benefits.Selling orientation-This aspect defines that how a company markets and sells to their customer base andbeyond. The aim of selling orientation is to close sales based on more aggressive selling technique tocreate a need in buyers and reduce buying resistance. In a simple word it can be said that sales orientationconsiders primarily on the selling and promotion of a particular products (Brooks and Simkin, 2012).Marketing orientation-Marketing orientation is one of the most significant philosophies which focus formeeting the expectation and wants of the customers by use of its product mix. It is a business modelwhich use to discover the needs of customers. In this aspect includes monitoring competitors, action andits effects on customer’s preferences.A)Addison Lee Company is using Marketing orientation under which it is doing work on the customerexpectation and need related to taxi or car services. Cited venture have impressive image in themarket due to its effective pricing strategy and quality of services (Cacciolatti and Fearne, 2013).Further, it also provides online booking facilities to its customer which helps it in attracting newcustomers. Thus it can be said that is using Marketing orientation concept.3
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