Marketing Essentials Assignment :Just Eat
Added on 2021-02-20
14 Pages4699 Words148 Views
Business DevelopmentLeadership ManagementMarketingDesign and Creativity
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1Task 1...............................................................................................................................................1Comparison between organisation by making use of marketing mix for attainment oforganisational objectives........................................................................................................1Task 2...............................................................................................................................................7Marketing plan........................................................................................................................7CONCLUSION..............................................................................................................................11
INTRODUCTIONMarketing mix refers to foundation of model for businesses. It is defined as set ofmarketing tools which are used by firm for pursuing their marketing objectives within a targetmarket (Achrol and Kotler 2012). Basically, it is set of tactics or actions which are used byorganisation for promotion of their products within market. Strategies are formulated withrespect to services which are being produced by organisation. This report is based on Just Eatwhich is an online food ordering as well as delivery services which acts as intermediate amongindependent take-out food outlets and their potential customers. It was founded in 2001 by JesperBuch and is headquartered in London, United Kingdom. They render their services in 13different countries and enables customers to search for restaurants & make their orders. Thisreport comprises of comparison between Just Eat and Uber Eats in terms of their marketing mix.Along with SWOT analysis have also been carried out for formulation of goals and objectives.Furthermore, marketing plan is produced with respect to marketing objectives. Task 1Comparison between organisation by making use of marketing mix for attainment oforganisational objectives.Marketing mix refers to mixture of manageable marketing variable which organisationutilises for pursuing their sales within target market. Generally, it is defined as a marketing toolwhich aggregates various components for solidifying and strengthening product's brand by whichtheir sales can be improvised. In this various plans and ideas are followed by marketingrepresentatives for promotion of specific brand or product (Aschemann-Witzel, de Hooge andNormann, 2016). Its major elements include: product, price, place, promotion, people, processand physical evidence. Overview of organisationJust Eat: They are leading global hybrid marketplace for delivery of food through onlinemedium by providing customers with secured as well as easy way for ordering and paying forfood from restaurant partners. They lead innovation across industry, this makes them to connectwith more than 100,000 local restaurant partners who serves more than 100 different cuisines byproviding them with unrivalled choices of people. Their revenue in 2018 was £779.5 million andpossess around 3600 employees. 1
Uber Eats: It is an American online food ordering organisation. It was founded by TravisKalanick in August 2014 and is headquartered in California, U.S. This was launched by Uberand has also launched their software, own application. In 2018, organisation have tripled theirworkforce within their European markets and the reports also claimed that they delivered theirservices in around 20 countries in 200 cities.Comparison between marketing mix of Just Eat and Uber EatsProduct: It denotes the unit which organisation wants to supply. Depending upon theproduct it can be either tangible or intangible (Bai and Chang, 2015). Products like consumergoods are tangible such as toothpaste. On the other hand, intangible products comprise ofservices such as tourism repairs, delivery, etc. Tangible products possess certain characteristicslike how they can be used, contents, warranty, services, manufacturing dates and expiry dates ofproducts. Along with this, characteristic of products differentiate them from other products. Just eat:It is a world leader which also renders online and mobile food ordering. Alongwith this they provide safe as well as secure way for ordering and paying for food from theirpartners. Uber Eats:They provides customers with online as well as mobile food ordering system.They have started their services with 1000 restaurants within four cities. At present scenario theyprovide their customers services from more than 40,000 restaurants across the world. Price: It denotes the amount which is paid by customer for services and products. If thequality of products is good then it provides worth for money and it also becomes easy to retaintheir customers in future (Baker and Magnini, 2016). Just eat:They charge their customer for every order which has been made by them. Itcomprises of 14% + VAT. They are making use of competitive based pricing strategy. They selltheir products at higher prices as compared to their competitors as they are more features. Uber Eats:The delivery charges which are offered by them are £4 approximately as aminimal payment before Uber's service fee. Fees vary depending upon the ways in which theyare being delivered. They make use of geographical pricing. Place: It denotes the location from where an item can be brought up and are madeavailable at wanted place as well as time (Blythe and Martin, 2019). 2
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