Marketing Management and Digital Communication - Report
Added on 2020-05-28
21 Pages4519 Words38 Views
Running Head: Marketing Management and Digital Communication UBEREATSMarketing Management & Digital Communication
Marketing Management and Digital Communication 1Executive Summary This report is based on the Uber Eats Company. It is an American multinational brand which helps the consumers to get their favourite dishes from their local favourite restaurants. It is an online meal ordering and delivery platform. The company was established in Melbourne in 2016 and had attained sufficient growth and expansion related objectives. Reviewing the success obtained from the functionalities executed in Melbourne, management has decided to expand its business in order to increase their presence at global level. To attain this objective, management of the organization has decided to develop a marketing management and digital communication plan. This plan will help the organization to approach its target audience along with developing an effective goodwill in the target market. Under this plan, tools such as research methods used for collecting the information, customer value analysis and the value position framework will be discussed in relevance with identifying the value of the products and services delivered by the organization. Apart from this, competitive analysis, brand positioning strategies, marketing and promotion strategies, and the like tools will be discussed. All these will be discussed in relevancewith the objective of enhancing the organizational effectiveness along with increasing its global presence as well as to provide better and qualitative facilities to its consumers.
Marketing Management and Digital Communication 2Table of ContentsExecutive Summary.........................................................................................................................1Background......................................................................................................................................3Research methods............................................................................................................................4Current value analysis......................................................................................................................5Value position framework............................................................................................................6Marketing Promotional Plan............................................................................................................7Target market...............................................................................................................................7Promotional mix elements...........................................................................................................7Budget for promotional mix elements.........................................................................................8Conclusion.....................................................................................................................................10References......................................................................................................................................11
Marketing Management and Digital Communication 3Background Uber Eats is an online food delivery chain operates in various parts of globe since 2014. It was launched by the Uber Technologies with the motive of providing varieties of food dishes to public from their favourite restaurants. Consumers can place their orders on the Uber Eats’ official website or through smartphones. Uber Eats has provided the facility to its consumers to place the orders on mobile applications which are available for both Android as well as for iOS users. In order to provide better services to its target audience, company claims that the maximum time will be 30 minute for delivery of their orders. Prior to UberEats, it was established with the name of UberFRESH but later on in 2015, it was renamed to UberEats. The company has tied up with dozens of hotels in order to provide better products and services to its target audience. The facility introduced by Uber Technologies in the name of UberEats is useful for the food lovers and for the people who love to try the new dishes. In Melbourne, UberEats’ services were introduced in 2016 and from then, company has gained effective goodwill in the market along with development of effective image in the target market. With the help of Uber Eats, consumers can place orders from mobile application and with the help of company’s official website. Along with placing the order, organization also offers various services such as online payment facility, discount offers for regular consumers and by providing the delivery address to the company, users can get the foods at their doorsteps only within the time claimed by the organization (Chung, 2012).In the present scenario, UberEats’ presence is very less in the international market and Melbourne is the first city in Australia and third city across the globe under which UberEats provide its facilities. The primary objective of the concern is to expand the network of the
Marketing Management and Digital Communication 4organization and for the same, marketing management and digital communication plan will be developed in this report (Uber Technologies, 2018).(Source: Uber Technologies, 2018).
Marketing Management and Digital Communication 5Research methodsFor evaluating the demand of the online food delivery services in the international market with the objective to expand the business of the company, primary and secondary methods of researchhas been used. Primary research methods are known as the tools used for collecting the fresh data while secondary research method includes the utilising the existing data and information analysed by researchers, philosophers, newspaper agencies, consultancy services, etc. Collection of data could be done with the help of available methods i.e. qualitative and quantitative researchmethods (Teräs & Mäkelä, 2012).Qualitative research methods provide numerical data and information in relevance with identifying the demand of the services rendered by the organization. UberEats is engaged in providing food dishes to the public from the local restaurants. In this research method, organization has used the tools such as such as survey, questionnaires and the feedback forms. With the help of these techniques and tools, organization will be able to analyse the demand of its target audience. Along with this, it also helps the organization to identify the external market environment along with the details regarding its primary competitors. Outcomes from the research methods could be utilised for increasing the effectiveness of the company as well as these could also be utilised for meeting up with the consumer’s requirements. Consumers are an essential part especially for the service oriented organizations, thus, rendering the customer-centric services will help the organization to attain its desired goals and the objectives. Qualitative research method is being used before introducing the services in the market while thereset methods are used after introducing the services and for increasing the effectiveness of the services. These are also helpful in order to modifying the products and services along with
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