Marketing & Management of Addison Lee
13 Pages3239 Words55 Views
Added on 2020-05-04
Marketing & Management of Addison Lee
Added on 2020-05-04
ShareRelated Documents
Running head: Marketing & management Marketing & management
Marketing & management Table of ContentsIntroduction.................................................................................................................................................3Task 1Evolution of marketing.....................................................................................................................3A. Describe the Production, product, selling and marketing orientations................................................3B.Market orientation and two approaches of Addison Lee......................................................................3Task 2: Marketing environments.................................................................................................................4A. Marketing environment analysis.........................................................................................................4B. Economic and socio-cultural factors...................................................................................................4C. Microenvironment and competitors of the Addison Lee company......................................................5D. Strengths and weaknesses of the Addison Lee....................................................................................5Task 3: Marketing strategies........................................................................................................................6Market segmentation...............................................................................................................................6B. Two segmentation approaches............................................................................................................6Task 4: Marketing mix................................................................................................................................7A. Marketing mix of Addison Lee...........................................................................................................7B.Recommendation to improve the marketing mix of Addison Lee........................................................8Conclusion...................................................................................................................................................9References.................................................................................................................................................10Appendices................................................................................................................................................122
Marketing & management Introduction The report talks about the business activities and operations of the Addison Lee. It explains that how the company is overcoming on the competitors in the world. It describes that how the firm is using marketing mix strategies to gain the competitors benefits within the organization. It describes the SWOT analysis; pestle analysis and porter five forces model to attain and analyze the mission, values, and strategies of the competitors. Further, it explains the market segmentation to reach the target market around the world. Task 1Evolution of marketing A. Describe the Production, product, selling and marketing orientations Addison lee uses production, product concept, selling and marketing orientation concept.The company uses these concepts to gain long-term mission and vision of the firm. The productconcept is one of the biggest and oldest orientations concepts. The main aim of the productionconcept is to improve and enhance the distribution and production efficiency. Further, thecompany is focusing on the product concept to differentiate its product from the competitors’products around the world. It uses the selling concept to increase and maximize the revenue andsales of the Addison Lee. In this way, the company is able to make a reciprocal relationship withcustomers across the world. It also helps to reduce the risks and challenges of the market.Marketing orientation concept is also used by the company to analyze and evaluate the globalmarket. Through marketing concept, the company can analyze and evaluate the needs,requirements, and expectations of the customers in the world. The main aim of the marketingconcept is to find the right product for the target customers in the universal market. The companyuses all these concepts to provide satisfaction and moral to the customers. It increases andenhances the customers’ values and worth around the world (Nasution, Mavondo, Matanda andNdubisi, 2011). B.Market orientation and two approaches of Addison LeeThe company uses the market orientation to achieve its long-term objectives and goals ofthe firm. By using this orientation, the company can evaluate and analyze the climate and3
Marketing & management conditions of the market. It also measures the external factors and challenges which can affectthe business activities and operations of Addison Lee in the United Kingdom. It is one of thebiggest global players in the UK. The company can evaluate and analyze the plans and strategiesof the competitors by adopting market orientation approach. For example, the company managesand operates more than 4,000 vehicles with a high revenue and profit by using this approach. Byadopting this approach, the company is able to carry out approx 20,000 jobs every day. Further,the firm has obtained ISO 9002 around the world. Along with this, it uses effective informationtechnology and streamline process to manage and control the large number of drivers and jobs(Iglesias, Sauquet and Montaña, 2011). Task 2: Marketing environments A. Marketing environment analysis Marketing environmental analysis plays a vital role in Addison Lee to set the long-termgoals and objectives of the firm within the organization. The company uses pestle analysis,porter five forces analysis to analyze and evaluate the external environment of the country. Thecompany uses pestle analysis and porter five forces model to overcome on the competitors and toidentify the plans, strategies, and policies of the competitors around the world. Porter five forcesmodel helps to evaluate the strengths and weaknesses of the competitors around the world.Along with this, it uses corporate level strategies and growth strategies to determine the long-term success and success of the organization. There are various factors exist in the environmentwhich can affect the business operations and an activity of the firm so marketing environmentanalysis is done by the Addison lee company. In this way, the company can become a globalplayer in the world (Gheysari, Rasli, Roghanian and Norhalim, 2012). B. Economic and socio-cultural factors The macro environmental factors cannot be controlled and managed by the firm. Thesefactors affect the growth and success of the Addison Lee. Macro environment factors consist theeconomic and socio-cultural factors which affect the strategies and policies of the company.Economic factors include economic stability issues, decreasing energy costs and expenses andbattery costs. Along with this, socio-cultural factors include increasing preferences for renewableenergy and improving wealth distribution in developing the market. These factors affect the4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Marketing And Communication - Addison Leelg...
|11
|3421
|53
Report on Marketing and Communications : Addison Leelg...
|9
|2911
|74
Marketing and Communication - Assignmentlg...
|10
|3038
|23
Introduction to the running header: Marketing and communicationlg...
|11
|3236
|52
Marketing and Communications in Addison Lee : Assignmentlg...
|12
|2808
|100
Evolution of Marketing & Communicationlg...
|12
|3093
|41