Marketing Management and Digital Communication - Report

Added on - 28 May 2020

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Running Head: Marketing Management and Digital CommunicationUBEREATSMarketing Management & Digital Communication
Marketing Management and Digital Communication1Executive SummaryThis report is based on the Uber Eats Company. It is an American multinational brand whichhelps the consumers to get their favourite dishes from their local favourite restaurants. It is anonline meal ordering and delivery platform. The company was established in Melbourne in 2016and had attained sufficient growth and expansion related objectives. Reviewing the successobtained from the functionalities executed in Melbourne, management has decided to expand itsbusiness in order to increase their presence at global level. To attain this objective, managementof the organization has decided to develop a marketing management and digital communicationplan. This plan will help the organization to approach its target audience along with developingan effective goodwill in the target market. Under this plan, tools such as research methods usedfor collecting the information, customer value analysis and the value position framework will bediscussed in relevance with identifying the value of the products and services delivered by theorganization. Apart from this, competitive analysis, brand positioning strategies, marketing andpromotion 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 globalpresence as well as to provide better and qualitative facilities to its consumers.
Marketing Management and Digital Communication2Table 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 Communication3BackgroundUber Eats is an online food delivery chain operates in various parts of globe since 2014. It waslaunched by the Uber Technologies with the motive of providing varieties of food dishes topublic 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 toplace the orders on mobile applications which are available for both Android as well as for iOSusers. In order to provide better services to its target audience, company claims that themaximum time will be 30 minute for delivery of their orders. Prior to UberEats, it wasestablished with the name of UberFRESH but later on in 2015, it was renamed to UberEats. Thecompany has tied up with dozens of hotels in order to provide better products and services to itstarget audience. The facility introduced by Uber Technologies in the name of UberEats is usefulfor 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 themarket along with development of effective image in the target market. With the help of UberEats, consumers can place orders from mobile application and with the help of company’sofficial website. Along with placing the order, organization also offers various services such asonline payment facility, discount offers for regular consumers and by providing the deliveryaddress to the company, users can get the foods at their doorsteps only within the time claimedby the organization (Chung, 2012).In the present scenario, UberEats’ presence is very less in the international market andMelbourne is the first city in Australia and third city across the globe under which UberEatsprovide its facilities. The primary objective of the concern is to expand the network of the
Marketing Management and Digital Communication4organization and for the same, marketing management and digital communication plan will bedeveloped in this report (Uber Technologies, 2018).(Source: Uber Technologies, 2018).
Marketing Management and Digital Communication5Research methodsFor evaluating the demand of the online food delivery services in the international market withthe 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 freshdata while secondary research method includes the utilising the existing data and informationanalysed by researchers, philosophers, newspaper agencies, consultancy services, etc. Collectionof 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 withidentifying the demand of the services rendered by the organization. UberEats is engaged inproviding 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 ofits target audience. Along with this, it also helps the organization to identify the external marketenvironment along with the details regarding its primary competitors. Outcomes from theresearch methods could be utilised for increasing the effectiveness of the company as well asthese could also be utilised for meeting up with the consumer’s requirements. Consumers are anessential 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 theservices. These are also helpful in order to modifying the products and services along with
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