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Report on Marketing and Communications : Addison Lee

   

Added on  2020-06-06

9 Pages2911 Words74 Views
Marketing andcommunications
Report on Marketing and Communications : Addison Lee_1
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3(a) Description of production, product, selling and marketing orientations...............................3(b) Identify the orientation adopted by Addison Lee with examples.........................................4Task 2...............................................................................................................................................5(a) Describe marketing environment analysis and its importance in Addison Lee.....................5(b) Economic and sociocultural factor and its impact on Addison Lee .....................................5(c) Identify two key competitors of Addison Lee and discuss its threat to business..................6(d) Identify two strengths and weaknesses of Addison Lee........................................................6Task 3 .............................................................................................................................................7(a) Describe market segmentation and its importance in planning and marketing strategies ....7(b) Describe two segmentation approaches for segmenting market for 16- 25 years old...........7Task 4 ..............................................................................................................................................8(a) Using 7 ps identify current marketing mix of Addison Lee..................................................8(b) Suggest changes in marketing mix of Addison Lee..............................................................8CONCLUSION................................................................................................................................9REFERENCES................................................................................................................................9
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INTRODUCTIONMarketing is an activity of business which includes promotion and selling of productsand services that includes market research and advertising. Marketing communication is anactivity of conveying messages for promoting the products and services by speaking, writing andthrough various other mediums. This report is all about Addison Lee which is a private taxihiring services company in the UK. Being a newly appointed marketing manager, some majortasks are to be conducted through this study. This will include topics like evolution of marketing,its environment, strategies and marketing mix for this company. TASK 1(a) Description of production, product, selling and marketing orientationsAddison lee is a hiring service company found in the year 1975. This company also hastheir app which handles 50% of its customer traffic. Description of its products, production,selling and marketing orientation are as follows- Products and services- Company is involved in hiring services and has been inoperations from 40 years. Products of Addison Lee includes cabs, taxy, bikes, coaches andprivate jets. Services of this business concern are car services, couriers, airport transfers, eventsand personal accounts (Khan, and Khan, 2012). Production- Production department of this company is working efficiently in meeting thecustomer’s wants and demands. They are focussing on consumer’s desires, concerns, opinionsand various other forces behind strategic business decisions. Selling- This company is emphasising on maintaining healthy relationship with itscustomers through act of selling. They are using various promotional techniques to achieve thehighest possible sales. Marketing orientation- This is an important business model for Addison Lee as itfocuses on delivering products and services that are designed as per the desires, needs andrequirements of consumers. This orientation includes components like customers, competitionand inter-functional coordination (Kaplan, 2012). The most important focus is customers and so,this concept follows delivering superior value to users through innovation and services as percustomer’s needs that directly relate with revenue generation.
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