Unit 2 Marketing Processes and Planning - Desklib

This report analyzes the roles, responsibilities, and competencies required in marketing, the interrelationship between marketing and other departments, and the internal and external factors that influence marketing functions. It also compares the extended marketing mix of Uber Eats with Just Eat and evaluates the marketing strategies and tactical approaches adopted by Uber Eats and their contribution to the success of the organization in meeting their overall business objectives.

Unit 2 Marketing Processes
and Planning

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
PART-1............................................................................................................................................4
Explaining the concept of marketing and marketing operations.................................................4
Analysing the roles, responsibilities and competencies required in the marketing.....................5
Discussing how marketing function works and interacts with other departments.......................6
Analysing the interrelationship supports the wider organizational context in terms of vision,
mission and purpose.....................................................................................................................7
Critically reflecting on the internal and external factors that influence on marketing functions
......................................................................................................................................................7
Identifying and comparing the extended marketing mix of Uber Eats with Just Eat..................8
Evaluating the marketing strategies and tactical approaches adopted by Uber Eats and their
contribution to success of the organizations in meeting their overall business objectives .........9
Providing conclusion, a set of justified recommendations on what the company can learn and
deploy...........................................................................................................................................9
PART -2.........................................................................................................................................10
Presenting marketing plan and media budget for the business..................................................10
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................16

INTRODUCTION
Marketing is the process of getting the right goods or services at the right place and time
so that certain needs of the customers might be fulfilled. Also, marketing is crucial element of
any company to sell variety of goods to the customers in well-defined manner. Further, the
present report is based on Uber eats that is introducing the new product line of cakes that is
healthy and nutritious in flavour. Furthermore, the study will explain marketing importance, its
function and roles in wider organizational context. Also, it will compare ways in which the
different organization would apply marketing mix in conducting various business activities.
Moreover, detailed marketing plan and media budget will also be presented in detail. Lastly,
recommendations and justified evaluation of the media plan will also be covered under this
report in detail.
PART-1
Explaining the concept of marketing and marketing operations
Moreover, the current marketing trend is use of digital technologies' so that maximum
market share might be gained and firm is able to gain competitive advantage in efficient manner.
Furthermore, according to the current trends of marketing customers are kept as top most priority
and hence success of the firm depends on meeting the demands' customer in timely manner.
Also, Uber eat has marketed it products in way that meets the demands of the customer through
its online food delivery service platform (Farzin and et.al., 2020). Moreover, it allows the
customers to get easy access to its favourite meals through just the click on the phone.
Furthermore, the main motive of its marketing policy is to show that its online platform would
enable the customers to get the food of the choice from large variety of restaurants without
having the need to visit the restaurant.
Moreover, the major role of the marketing is to gather large number of customers,
communicate and deliver the bests products through applying the effective pricing and
promotion strategies (Prokopenko and Omelyanenko, 2018). Also, in context of Uber eats the
marketing operation consists of strategic planning, campaign planning, developing marketing
programs and much more. Moreover, with the changing marketing environment it is important
that proper planning is done so that large sales might be drive through online platforms. Also,
different marketing areas that quoted company uses to promote its products include marketing
research department, advertising and publication department, promotions and sales department

and brand management. Thus, all these departments in Uber eats work together to achieve the
common gaols of the company.
Also, major role of marketing is to educate people about the company as well as it products or
services so that better revenues might be generated and more customers might be drive for the
sales of the business.
Analysing the roles, responsibilities and competencies required in the marketing
Marketing department in any company is required to carry out various activities and
hence it is most important at any workplace responsible for increasing the sales of the business.
Moreover, in Uber eats this department major roles and responsibilities are described as follows:
 The major role of this department is to organize and develop marketing campaigns for the
company so that any new change or policy that is introduced in business might be
communicated efficiently to the potential customers of the company (Bizarrias and et.al.,
2020).
 Moreover, this department shares and present various ideas and strategies relating to the
marketing to the top management so that better policies might be developed in the future.
 Also, it is the responsibility of the marketing department to maintain the website of the
company and suggest better methods of improvement according to the market situations.
 Furthermore, the role of this department is to create the content and provides the search
engine optimization so that people are able to look and visit the website using various
keywords easily thus creating more brand awareness (Nonis and Hudson, 2019).
 The marketing department is also responsible for conducting the detailed customer
research so that demands of them are identified closely and better service might be
provided.
Moreover, the competencies that are required in the marketing executive is that it should
have strong communication skills to interact with large number of customers. Also, the
individual need to have greater critical thinking skill so that complex problems might be solved
through providing bests of solutions. Moreover, the marketing leaders also need to have strong
leadership skills so that it is able to handle diverse teams in most efficient manner and is able to
proper assign various duties and responsibilities according to the individual strengths. Also, the
individual need to pay attention to small details so that any change in business environment

might be analysed effectively and changes be than made accordingly to improve the working
structure.
Discussing how marketing function works and interacts with other departments
In any organization there are various departments that are working together to achieve
some objectives of the business. Moreover, in Uber eats too list of various departments include
finance, human resource department, operations department and much more. Also, it can be said
that in Uber eats the marketing department presents all its marketing budgets to the finance
department in conducting various activities so that efficiency of the business is not impacted in
terms of shortage of funds (Mihai-Ioan, MADAN and BOIAN, 2021). Also, accounting
department of quoted firm assists top management in determining the overall business
profitability in undertaking various marketing activities so that chances of losses are very less
and maximum positive outcome is generated.
Moreover, the marketing department is also interlinked with the human resource department is
identifying the required resources that are essential to carry out various marketing activities of
the firm.
Also, through determining the competencies the HR department is than able to invite the
required applicants. Furthermore, marketing unit in Uber eat is also responsible to provide the
estimated sales report to the operation department so that accordingly the units of products might
be manufactured for the making the business successful. Also, through such sales report the firm
is able to not only identify the popularity of the brand but also able to analyse the areas that are
required to be improved (Andrei, 2018). Also, the marketing department interacts with purchase
department in ensuring that goods are supplied in right quantity and right time so that certain
marketing objectives are met in timely manner. Moreover, marketing department coordinates
with this department to coordinates the schedules of the supply so that same might be
communicated with customer regarding the final product delivery.
Thus, marketing is not any activity that is taken independently but is involves support and
coordination from various departments so that better decisions might be taken and applied in the
current organization structure. Also, the marketing activity is impacted by external and internal
factors that might create both opportunities and threats for the business in long run.

Analysing the interrelationship supports the wider organizational context in terms of vision,
mission and purpose
Marketing function is an activity performed for promoting and distributing various goods
from the place of production to consumption. Marketing function is interrelated with the other
organizational function for achieving business mission, objectives and purpose effectively.
Marketing function is related with the sales function: The main role of marketing
function is for attracting consumers. As it helps in communicating about the products to
consumers for purchasing products of company. Marketing effectively by using various
promotional efforts helps company in building effective relations with the potential consumers.
By effectively performing both the function as of marketing and selling helps in achieving
business mission as for making eating available to everyone at everywhere effortlessly (Deepak
and Jeyakumar, 2019). also, marketing is done for promoting the brand and build its image by
using various marketing and promotional strategies as by marketing with personalized mails,
social media advertisements, partnerships, and digital marketing helps in boosting sales of
promotion strategies used by uber eats.
Marketing is closely related with financing organizational function, as it helps in
acquiring adequate budget for promoting and increasing innovations, also for distributing and
delivery of food to various consumers by uber eats.
Critically reflecting on the internal and external factors that influence on marketing functions
Marketing function in business plays very important roles as for promoting business as it helps in
increasing sales by fulfilling all consumers requirements. Various internal and external factors
which influences marketing function in business:
Internal factors
Financial factors of business impact the suitable marketing strategy adopted for prompting the
business.
Culture of business as adopting market-oriented culture for meeting needs of all consumers
helps in achieving business objectives.
Human resources of business are internal forces, when set and acquired potentially for
achieving goals of business helps in attaining marking objectives easily. As well trained and
motivates staff personnel are essential for delivering and leading consumer service market.
External factors

Social and political environment: changes in various political and legal procedures adopted by
company for operating business with set of rules and implications in markets.
Dynamic markets: Tracking rapid changing technical trends, helps marketers for adopting
various strategies must consider latest technical trends and strategies for promoting the business
into market (Internal and External Influences on Marketing Objectives, 2022). The uber eats uses
the social marketing an online strategy to promote business.
Demographics: The demographic environment will affect the uber eats, as company must
consider the age gender, locations and other elements before marketing of food products and
delivering it into large market.
Economic conditions: Economic factors mainly affects various business operations as it affects
purchasing power of consumers and the fluctuating prices of products, credit rates, exchange ates
are the economic factors which influence marketing.
Identifying and comparing the extended marketing mix of Uber Eats with Just Eat
Uber Eats marketing mix Just Eat marketing mix

Product: uber eats is food delivery service,
offering various products of restaurants from
websites. Creating good mobile website and
advertising products by using digital media
with offering various range of restaurants for
serving home delivery options to consumers.
Also help line services to attract users.
Price: Using surge pricing strategy and also
uses the dynamic pricing stagey during busy
peak hours.
Place: As company is investing into aggressive
markets for establishing the large portion of
target market in coming months and years.
Promotion: social media and digital
promotional strategy is used by company for
targeting maximum consumers (Raina, Rana
and Thakur, 2018).
Product just eats sells its products with lot of
variety and ranges. it allows users to select
from different products lines. Additional
benefits provided by company including
warranty cards, delivery cards.
Price: Competitive based pricing strategy
adopted by just eats. as it allows various
discounts, also lowers prices of products for
attracting consumers towards prices for
purchasing products.
Place: selling products directly with online
websites. also selling to various wholesaler and
retailer though personal selling.
Promotion: using various promotional
methods as advertisements, television
channels, radios, in trade exhibitions also
advertising ion social media through websites.
Evaluating the marketing strategies and tactical approaches adopted by Uber Eats and their
contribution to success of the organizations in meeting their overall business objectives
Marketing strategies adopted by uber eats for attracting target consumers and meeting
overall objective of business includes
Value proposition strategy by uber eats: The strategy is used for encouraging consumers for
purchasing products by providing satisfactory services by uber eats. the company value
proposition strategies offering highest quality of food for staying at top-level in food delivery
services industry (Rodríguez García and et.al., 2021). Serving consumers with proper time,
quality, taste for meeting all needs.
Adopting digital promotion: This marketing strategy is adopted by company for promoting
products by using electronic media. As by advertising on social media and using effective digital
promotional tool helps in capturing large market by attracting maximum consumers with paid

and non-paid advertisement. Thus, by adopting these strategies helps in achieving objectives of
business.
Providing conclusion, a set of justified recommendations on what the company can learn and
deploy
From the above report analysis, it can be concluded that marketing plays very important
role for promoting business and helps in adopting various effective strategies for satisfying
consumers and attaining market share. Uber eats is the online food delivery platform mainly
established for delivering food everywhere and anywhere to large number of consumers. Current
marketing strategy adopted by company is segmentation, targeting users for establishing strong
food delivery business.
Recommendations
 The company must use the value proposition statements for defining the marketing
strategies and defining about the consumers services, also its usage for buying products
from company.
 The future strategies of marketing must include the essential attributes for providing
better services, as for motivating and encouraging consumer to purchase from the
company.
 Also, company must design appropriate marketing promotional plan as for promoting
business by using social media, allocating its budgets with respective marketing strategy
for making aware about various services offered by company.
PART -2
Presenting marketing plan and media budget for the business
Overview
With the growing trend of eating healthy food items Uber eats would introduce the cakes
available in different fruit flavours that are good in taste and also excellent in flavour. Also, the
cake would be good source of carbohydrate that would not use any kind of artificial ingredients
that are used by other firms in UK.
Objectives
 To increase the sales of the online business by 20% at end of 2022
 To maintain customer satisfaction among the targeted customers

 To increase the revenues of the business by 30% by the end of the quarter.
Market evidence
SWOT analysis:
Strengths
 Already strong captured market and
quick and fast delivery system will
generate more sales for the business
(Jafari, 2022).
 Reliable suppliers would ensure greater
market share.
Weakness
 There is need of high technology to
sustain in changing markets.
 Low number of outlets might decrease
the revenues of business.
Opportunities
 Growing concern for eating healthy
food products would help in increasing
the market share
 New environmental policies for
promoting innovative companies
would be helpful.
Threats
 Direct competition from the top cake
manufacturing companies
 Increase in the cost of raw materials
might impact the business
PESTLE Analysis:
Political: Various factors such as political stability, interest rates, tariff rates and much more also
affects the operations of the company. Moreover, if there is no political chaos in the country than
it would be positive for Uber eats to sell its cakes to large number of UK people.
Economical: In the country like UK there are certain trade restrictions that might not allow the
company to bring raw materials easily for the cake form the other regions. Hence, this might be
negative factor for growth of the company.
Social: It is known that in any festive seasons people of UK are interested to order healthy cakes
. Also, with the growing number of health issues in recent times most of the people are concern
in consuming only those food items that are fresh and heathy so that they might be able to remain
fit (Soelberg, Lindberg and Jensen, 2018). Thus, it might prove positive for quoted firm to
expand its sales within short period.

Technological: With continuous technological changes in the market it is required that Uber eats
upgrade it with the latest technology so that manufacturing and selling process of cakes might be
made faster. Hence, if (not) than it would create negative impact on new business.
Legal: Moreover, current influence of government to use more sugar free and intake of protein
foods is major concern of the UK people with increasing patient of diabetes. Furthermore, this
would create positive impact on the continuous expansion of cake business in other regions
(Uber Makes a Smart Bet with Uber Eats PESTEL Analysis, 2022).
Environmental: People nowadays are more concern in using those products that are made from
causing minimum harm to the environment and are produced through using Eco friendly
methods. Also, would be positive for the quoted firm if proper measures are taken to ensure
minimum wastage of resources and materials.
Marketing strategy
Marketing mix: It is the method that will help in identifying various elements of the company
that are as follows:
Product: Healthy nutritious cake available in different fruit flavours such as mango, pineapple,
apple, orange and much more (Kaczorowska-Spychalska, 2019).
Price: It would be kept little higher than compared to other cakes available in the market because
of its quality and rich in natural flavours.
Place: Available on the Uber eats official website where different varieties along with respective
prices and contents would be shown to the customers for easy ordering.
Promotion: It would be done through the marketing campaigns conducted in the local market
places of UK and also digital platform would be used for the same.
People: All the people and age group might be able to consume these cakes. Also, especially
those who are interested in consuming healthy food items
Packaging: all the cakes would be packed in paper bags that might be reused and recycled so
that there is no harm to environment (Kupec and et.al., 2020).
Positioning: it would be done through making the people ware of the natural ingredients that
made the cake different form others and does not contain any kind of artificial flavours.
STP analysis
Segmentation: The cake might be ordered by all the people that are living around the area of
UK and all age group people and gender would be able to order such type of cakes

Target: Market would target all higher income age group people who are ready to pay little extra
prices for consuming healthy cake items.
Positioning: The market for cake would be positioned through various marketing advertisements
that would prove that these cakes are very nutritious and healthy and are good for the health.
Budgets
Expenses Amount (in pounds)
Administration expenses 10000
Employees salary 40000
Marketing and selling expense 50000
Market analysis expenses 65000
Technical device application 50000
Security evaluation expenses 45000
Monitoring performance 20000
Utility bills 15000
Supervisory expense 30000
Total expenses 325000
Monitoring and control
For new concept in Uber eats like selling the own manufactured healthy nutritious cakes
the monitoring would be done through developing key performance indicators in terms of
quality, taste and units manufactured so that systematic review might be done on timely basis
(Grewal and et.al., 2020.). Also, these key performance indicators would allow Uber eats to
know what are the areas where the firm is lacking and so that corrective actions might be taken
on time. Moreover, the controlling would also be ensured through setting certain benchmarks so
that past performance of the company might be measure with the current performances in terms
of revenues or any other.
Media budget.
Expenses Amount (in pounds)

Print media 10000
Social media 20000
Email marketing 15000
Digital Content marketing 30000
Webinars 40000
Paid search 20000
Total expenses 135000
Recommendations and rationale.
 The above print media has been selected for this new concept of Uber eats because
people nowadays are very much active in reading various information happening in the
country especially after Covid in newspaper and articles. Thus, more people would be
aware of the new selling of cakes in the market through the advertisement in newspaper
easily without many efforts.
 In current era people are more active using various social media platforms such as
Facebook, twitter, Instagram etc. and hence if Uber eats does investment in such
platforms about the new cake concept than chances of earning revenues would be much
higher (Zancajo, 2018).
 Moreover, email marketing is also cost effective method that would allow the existing
customers of Uber eats to know about new concept of cakes in the market. Also, any
special kinds of offers and discounts that need to be given might also be easily provided.
 Marketing of the product through writing creative digital content is also another effective
strategy that might help the quoted firm to attract those peoples that are good readers .
Also, information about new product in from of creative blog would develop the curiosity
among the people to purchase the product once and share the experiences with others.
 Webinars are also method where large number of people are connected at the same time
and are made ware of the new product of the company along with its features. Also, it is
the best method when the company has limited time in creating marketing campaigns.

Moreover, it might be done through hiring any social media influencer that will talk
about the new product of the Uber eats and thus it is useful method. Also, paid search is also effective media plan that might be incorporated by the company
when large revenues need to be generated. Furthermore, using this method the company
would have the opportunity to advertise the products through optimizing the search
engine so that number of customers might be increased gradually creating positive impact
on sales of the business.
Channels of communication
From the above media plan it is clear that quoted firm would try to promote its cake
varieties more through using digital channels as all firms business operations and selling are
mostly conducted online (Morgan and et.al., 2019). Also, all customer related queries related to
the new product might also be solved quickly when online platform by the uber eats is monitored
properly. However, apart from using the online platforms the company would also promote it
new product line through offline methods through conducting local marketing campaigns,
distributing brochures, templates and much more for its growth.
Justification of media plan
The above media plan is appropriate according to the current situation of the company as
it is better that not excessive investments are made at initial stage when the success is not
guaranteed in the future. Moreover, in the initial stage when the consumers are interested
towards the product and sales are increasing than the investment amount might be altered.
CONCLUSION
From the above report analysis, it can be concluded that marketing plays very important
role for promoting business and helps in adopting various effective strategies for satisfying
consumers and attaining market share. Also, the report had identified the significance of the
marketing while carrying out various business activities. Furthermore, product, price, place and
promotion mix of various firms had also been discussed in detail. Lastly, the study had provided
the detailed media plan and marketing plan for the new product line of the cake in UK market.

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https://www.tutor2u.net/business/reference/internal-and-external-influences-on-
marketing-objectives >
Uber Makes a Smart Bet with Uber Eats PESTEL Analysis. 2022. [Online]. Available
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