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Business Strategy and Segmentation

   

Added on  2020-07-22

10 Pages2983 Words26 Views
MarketingCommunication

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a) Description of production, product, selling and marketing orientations.................................1b) Identification of oriented strategy adopted by Addison Lee...................................................1TASK 2............................................................................................................................................2a) Marketing environment analysis.............................................................................................2b) Impact of economic and socio-cultural factors on business...................................................3c) Micro environment .................................................................................................................3d) Major strengths and weaknesses of business..........................................................................4TASK 3............................................................................................................................................4a) Market segmentation...............................................................................................................4b) Segmentation approaches.......................................................................................................5TASK 4............................................................................................................................................6a) Marketing mix for the company..............................................................................................6b) Marketing expansion...............................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONMarketing communication are the efforts of the company aimed to inform and awarepeople about the offerings of the company. The features of communication are amalgamated inthe marketing programme so that prospects can be informed in an effective manner (Andrewsand Shimp, 2017). Addison Lee is an organisation caters transportation needs of people aroundthe globe. This award winning service employs around 1600 employees and marks its presencein over 252 business cities. The transactional values of this company valued at 500 million euros.This report aims to identify marketing orientation of this company. The assessment ofenvironment and marketing strategies will be paid attention in this assignment. TASK 1a) Description of production, product, selling and marketing orientationsProduction Orientation: The emphasis in production orientation aims to achieveeconomies of scale by increasing production of the service to bulk amounts. A business whichcarries production oriented tasks should emphasise on improving the processes while not payingattention to quality and design. Product orientation: the company whose activities are product oriented aims to improvequality and design of the product. The company believes that quality services will beautomatically preferred by consumers over others. This organisation makes continuous attemptsto improve services provided to consumers. Sales orientation: The aims of sales oriented organisation aims to sell products to thetarget market in bulk amounts. The organisation tries to fulfil needs and expectation of theconsumers with the help market research and promotional tactics (Camilleri, 2017). Market orientation: the activities are consumer oriented are aimed to provide value tothe customers through company's offerings. The services for business people are customised tofulfil their needs by the company. b) Identification of oriented strategy adopted by Addison LeeAddison Lee have adopted Market orientation i.e. making continuous efforts to improveservices offered by the company. The efforts of the company are aimed to fulfil diverse needsand expectations of people. The secondary importance paid to production efficiency andpracticality of services. This organisation to serve all the leading customer segments throughdistinct offerings. A customer can avail luxury, spacious cars, standard services and convenience1

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