Marketing Essentials: A Comprehensive Guide for Taxify's UK Expansion

MARKETING ESSENTIALS

Table of Contents
Introduction................................................................................................................................3
1. The role of marketing and how it will interrelate with other functional units.......................4
2. Elements of the marketing mix..............................................................................................9
3. A Marketing Plan.................................................................................................................15
Conclusion................................................................................................................................19
Reference List..........................................................................................................................20

Introduction
Marketing is the considered as one of the most important components of business
management that is used for creating, keeping and satisfying the consumers of a business
organization. All of the business organizations of UK market including small to multinational
business organization need to use effective marketing strategy for acquiring more numbers of
customers. The overall marketing umbrella has the ability of covering public relations,
advertising, sales and promotion. The main motive of marketing is increasing the numbers of
customers and enhancing the rate of profitability simultaneously. On the other hand, Taxify is
an international company that deals with transportation network. Recently, the company has
decided to expand their existing business to UK. This testimony will outline the role of
marketing and how marketing function will support the business objectives. In addition,
elements of the marketing mix including 7Ps of marketing strategy and an effective
marketing plan will also be included in this testimony.

1. The role of marketing and how it will interrelate with other functional units
Advancement of technology has really influenced the marketing process. Several digital
technologies along with different attractive features have already arrived in this market place
and customers like to use all of these features in their daily routine. Using mobile, computer
and internet for using any product or service has become one of the most attractive current
trends (Kozlenkova et al., 2015). Due to this reason, being one of the leading transport
business organizations, Taxify offers their customers to use mobile and internet to book taxi.
In addition, online payment is also offered by the company to its valuable customers.
Artificial intelligence
Artificial intelligence is new trend in marketing. It allows increasing user engagement. Using
AI feature to solve the problems of customers as well as in marketing is the new trend
(Russell and Norvig, 2016). It can work as like a human and easily assist customers through
offering different effective services. Being one of the leading transport companies, Taxify
needs to focus on adopting AI technology within the organization for developing their
marketing process.
Voice search
Voice search has become one of the latest technologies that is adopted by the most of the
companies. It has changed the way of interacting with customers. When customers ask a
question, they get direct answers instead of several links. This feature has enhanced the
interest of the customers to use the service (Franz et al., 2014). Taxify needs to focus on
providing this kind of features to their customers for acquiring more attraction.
In order to sustain in this present competitive market, it has become very important for an
organization to focus on future trends. Knowingly this, Taxify also has focused on improving
their marketing for future. Several companies are arriving with their new and effective
strategies in the marketplace to compete with other rival companies. Taxify needs to
understand the future trends. In future, Taxify needs to provide more facilities such as wifi
services during travelling. In addition, the company needs to improve their services. the
company needs to focus more on future trends to sustain in this competitive market.
Self driving car