Marketing Processes and Planning Unit 2 - Desklib

This report discusses the concept of marketing in the 21st century, the role of marketing function, marketing mix, and marketing plan with examples from Uber Eats. It also provides insights on how the marketing function works and interacts with other departments. The report includes a SWOT analysis and PESTEL analysis of Uber Eats. The marketing plan is designed using the SOSTAC model.

Marketing Processes
and Planning unit 2

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY ..................................................................................................................................4
An explanation of the concept/definition of marketing in the 21st century ...............................4
Description of the role of marketing function with examples from the chosen organisation.....4
An analysis of how the marketing function works and interacts with other departments .........5
Marketing mix ............................................................................................................................6
An evaluation of how the marketing mix adopted by the selected business (or business unit)
contributes to the success of the organisation in meeting their overall business objectives.......8
Marketing plan ...........................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a method that companies use for research, selling, promotion and distribution
of products and services to the ultimate customer. Marketing can be defined as a process of
buying and selling of goods and services to other businesses or consumers (Docquier, 2018). It
plays an important role in an organization because it helps in sharing the idea and concept of the
product to the right audience. It is necessary to choose the right marketing tool that helps in
creating brand awareness in the minds of customers. Uber Eats is regarded as an Online food
delivering company which was launched in the year 2014 by Uber. The report outlines about the
concept and role of marketing functions that help Uber Eats in analysing the working of
marketing with other departments. The report also discussed about marketing mix strategy that
help the company in achieving the desired objectives.
MAIN BODY
An explanation of the concept/definition of marketing in the 21st century
According to the author Twin(2021), marketing is considered as an activity that company
uses to promote the sell of goods and services for target customers (Bothma and Kühn, 2018).
Marketing can be defined as a process in which both traditional and digital channels are
combined for promoting the products and services.
Description of the role of marketing function with examples from the chosen organisation
The role of marketing functions helps company in understanding the customers requirements and
feedback to ensure that right products and services are reaching in the market (Ferré Belda,
2021). Uber Eats is offering a wide range of products in the market to satisfy the needs of the
consumers. The marketing function at Uber Eats has followed a marketing technique that aims at
producing different range of quality products at varied price so that they reach a wide range of
customers . The main functions of marketing are:
 Identifying customers needs– The first step of marketing is to identify the taste and
preferences of the customer that are available in the market (Gonçalves, 2020). In context
of Uber Eats, the manager mainly focuses on identifying the needs and wants of the
customers so that they offer products and services according to their preferences. The
company analysis needs of customer through surveys, interviews and social listening.
 Strategic Product Planning – Planning is a process of analysing activities which are
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required for achieving the organizational goal. The marketing manager of Uber Eats
plans to use Brand image strategy which helps the company in selling their product at
reasonable price with good quality. This strategy is good because people identify Uber
Eats products by their brand value and quality.
 Product Promotion and publicity– Promotion is a technique used by companies to
create brand awareness to increase the sale of products and for targeting potential
customers. In context of Uber Eats, the manager attract more customers by promoting
their products through advertising, hoardings and charitable events. They provide
promotional offer and discounts such as buy one get one free to the customers. They also
has a loyal card known as 'Uber Eats Club-card' which offers exchange points at the time
of purchase.
 Distribution channel – Distribution refers to the act of delivering company's products
and services to the ultimate customers (Hansen and Juslin, 2018). In context of Uber
Eats, the marketing manager transport their products by using two different channels that
is offline and online. The company uses official website to sell their products online for
easy delivery of products to customers. Most of the customers have shifted towards
online shopping which helps customers save time and effort.
An analysis of how the marketing function works and interacts with other departments
 Marketing and Finance department
Marketing department need to work in coordination with finance department to make sure that
the budget is set appropriately to meet the needs of promotion, research and distribution. In
context of Uber Eats, marketing manager ensures that the products are offered at the best
possible price with good quality. The role of finance department is to ensure that the operations
of business are carried out within financial capabilities. The marketing manager focuses on sales
volume and create market share in relation to which finance department concentrates on
covering costs, cash flow and investment.
 Marketing and Production department
Marketing and production department works together to utilize the resources optimally for
reducing the cost of production (Kazak and Correia, 2021). In context of Uber Eats, marketing
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manager works with production department to ensure that the products manufactured are of good
quality and design to attract customers. Marketing manager sets a certain deadline for the
production department so that they produce products on time in market to meet the competitive
advantage.
 Marketing and Human Resource department
Marketing and human resource department works together to achieve the goals of the
organization by training and developing employees (Martinho, 2021). In context of Uber Eats,
the marketing manager uses the HR department to recruit people that have good knowledge of
marketing concepts. HR department helps the manager in finding the right candidate by
assessing the profile of different people and by organising their interviews.
 Marketing and IT department
Marketing and IT department are interrelated with each other and helps in promoting products
with new offers and technology (Pérez, 2021). In context of Uber Eats, the marketing manager
uses IT department to develop product by using graphics, voice and image by software to attract
customers. IT department helps the marketing managers in creating websites online that create
more demand for their products and captures large market share.
Marketing mix
This is the tool which is used by the business organisation in order to identify the various
factors which can influence in the activities of the business organisation. This is the tool which
help the organisation in order to use the tactics which can help the organisation to promote its
products or services. There are various p's which are been discussed in the marketing mix tool.
the marketing mix which is discussed below is on context of the comparison basis of the Uber
eats and just eat
Uber Eats Just Eat
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Product The company is involved in
providing the inline food
delivery for the customers .the
organization has the
application from which the
customer can order online.
The just eat is the online food
delivery service provider
where the people can takeaway
the food items. The company
deals in the service providing
for the customers.
Price This is the important factor for
the business organisation
where the Uber eats uses surge
pricing strategy in order to
attract customers.
Just eat focus on the
commission fixed pricing
strategy where it charges high
than the Uber eats because of
providing the best services to
its customers (Rincón Daza
and Corzo Villero, 2018).
Place This is related to the channel
of distribution where the Uber
eats focus in the online
platforms for the distribution
of the services to its customers
(Ribeiro, 2018).
The Just eat focus on the
online channel where the
company focus on providing
the online services to its
customers.
Promotion The Uber eats uses various
promotional strategies such as
advertisements, television,
radio etc. in order to bring the
attention of the customers.
The Just eat focus on the
various promotional tools in
order to attract customer such
as social media, television,
advertisement etc.
People This is related to the staff
which is involved within the
organisation. The company has
the people and they need to
train the staff members which
can help in attracting
The people is the employee of
the organisation. Just eat focus
on giving the best trainings to
their employees so that they
can offer the best se4rvices to
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customers. its customers.
Process This is related to the process of
the organisation which is
followed. The Uber eats focus
on the online process where
the application based the
company receives the order
from the customer and the
delivery boy has to reach to
the restaurant to collect the
order (Sánchez-Arrebola,
2019).
The just eats focus on the
process which is through the
application based where the
delivery boy receives the order
placed by the customer. This is
the most appropriate proce4ss
where there is the live tracking
of everything by the company.
Physical evidence This is related to the receipts
of the physical appearance of
the company. the Uber eats has
the application which is the
physical evidence for the
customers.
This is related to the physical
appearance of the company in
the form of the receipts. The
just eat has its identity of the
application where the customer
places order.
An evaluation of how the marketing mix adopted by the selected business (or business unit)
contributes to the success of the organisation in meeting their overall business objectives
Marketing mix strategy works as an important tool which helps Uber Eats in implementing an
effective marketing strategy for achieving organizational objectives (Nguyen and Harrison,
2019). This strategy helps the company to position its brand in the market by applying
promotional methods which help the company to attract and retain the customers that is the key
aim of the marketing department of the Uber Eats. Marketing mix helps Uber Eats to ensure that
the marketing manager is focusing to the right product, to the right people, at the right time and
place. Uber Eats introduced a new product range that is low priced and brightly packaged food
under a new brand to attract customers (Tashfia, 2021).
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Marketing plan
The marketing plan which is designed in context of the Uber eats by the use of the
SOSTAC model which is been discussed below:
Objectives-
 To make the eating well effortless for the people around the world.
 To make sure that people do not suffer with the hungry.
 To make people happy by serving the hot food within the less time.
Smart marketing objectives of Uber Eats
 Specific – With the introduction of new packaging to keep the food warm for
customers, , the main aim of company is to earn profits by targeting customers that are
interested in consuming warm healthy products.
 Measurable - The objective of Uber Eats is to increase the sale of the product in the
target market by 18%. This can be achieved by offering new packaging with good quality
food which can keep the food warm and not cold with the help of good promotional
technique.
 Achievable – new packaging to keep the food warm is in market trend and nowadays
people are shifting towards health conscious diet to maintain their health which increased
the market share for healthy products (Treado and Brunswick, 2018). With the increase in
market share and increase number of customer Uber Eats can achieve the target market.
 Realistic – Uber Eats introduces this new range of packaging to fulfil the changing needs
of the customers for healthy food. This objective is achievable in the changing marketing
trends and changing tastes of the consumers.
 Time bound – Uber Eats will achieve this target by the next year with proper planning
and research of the market by studying different customer segments.
Situation analysis
This will include the swot analysis of the company where the company can identify the
various internal and external factors which can influence the business activities.
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Strengths Weaknesses
 The Uber eats have a strong
distribution channel which is
considered as the biggest strength of
the company.
 The company has merged with the
technological business which is the
most important aspect for the company.
 The company has the low number of
outlets as comparison to its
competitors.
 The net income of the company does
not matches with the financial
statements which is the biggest
weakness of the organisation.
Opportunities Threats
 The company has the opportunity to
expand its se4rvices in other nations.
 The new environment policies can
create the opportunity for the Uber eats.
 The company has the threat of the
emerging change in the environment
which can affect the activities of the
organisation.
 The other direct and indirect
competitors such as just eat is the
biggest threat for the company.
Pestel analysis of Uber Eats
 Political – Uber Eat needs to follow all the rules and regulations of the government to
ensure safety and compliance of products. Taxes and political stability are two main
factors that affect the profitability of the company.
 Economic – There are several economic factors that affect the operations of Uber Eat
such as inflation rate, taxation policies and interest rates. Due to economic downturn the
company will face problem in tapping new markets for the sale of its products.
 Social – Uber Eats provide their services in UK market by keeping customers tastes and
preferences at the top priority to provide good quality products. The company needs to
adapt the changing shopping trend to deliver goods same day with flexible return policy.
 Technological – As the technology is changing with a fast pace, the company needs to
modify itself with the new trends. Uber Eats has introduced RFID technology to improve
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experience of their customers.
 Environmental – Uber Eats offers a wide range of products to its customers and focuses
on improving the environment to create a sustainable society. The company has
introduced a plan of Remove, Reuse, Reduce and Recycle which helps in minimising the
use of plastic bags and this will also helps in increasing its market share.
 Legal – Any change in the policies of the government will directly effects the operations
of the company. Uber Eats must follow the laws so that they can keep all the legal
requirements at pace. For example, employment laws like national minimum Wages Act.
Tactics
The company can use the product development strategy where it can focus on improving
the services which can help in attracting customers. The strategy which is used by the Uber eats
is the product development. This means that the organisation can concentrate on developing its
services by providing the better packaging services which can help the customers to serve the hot
food immediately.
 Product – Uber Eats can introduce the new service in the market by bringing new
packaging so that the food can be kept warm.
 Price – Uber eats can make use of the competitive pricing strategy in order to capture the
large market share.
 Place – Uber Eats provide its services at online platform to reach to the potential
customers.
 Promotion – Uber eats can promote its services by making use of digital platforms such
as social media, emails, etc.
 People – Uber Eats has large customer base because of its brand image which helps
motivated employees to acquire new customers for its new packaging.
 Physical evidence – Uber Eats has a unique packaging for its food so that the food can
be kept warm which will help in attracting customers.
 Process – Uber Eats provides self-service machines for making payments in offline
stores and also provide home delivery services through online website which results in
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increase of its market share and sales (Vera and David, 2020).
Action plan
Particulars Income &
Expendit
ure
Raw materials
Furniture
Ingredients
Marketing budget
Equipments
Store rent
Miscellaneous
£43,000
£50,000
£80,000
£16,936
£8,800
£440,336
£176,134
Total £815,206
Controlling monitoring
This is the most important for the organisation. The company can control and monitor the
plan which is taken into consideration by the use of the various toll such as key performance
indicator or benchmarking. This will help the organisation to evaluate on the various activities
which is been practised for improving the services for the ease of the customers. This is the
important for the managers to have a control over the practices so that if there is any requirement
of the changes which can be implemented by the business organisation.
Summary- As the Uber eats is dealing in the service provider of the online delivery of
the food items. The company is planning to have a new innovation in its service where it is
focusing of offering the best services with the food not to be spoiled. the company is introducing
the new packaging style where the people do not get the freeze food. The company is planning to
introduce the packaging which keeps the food warm.
Media plan
 Media Budget - The media plan of the management should involve the list of expenses
that support the business not in presenting the campaigns in an efficient way but also
supports in implementing the campaigns.
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Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
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CONCLUSION
It can be concluded from the following report that marketing is an important tool that
organization use to promote goods and services. Marketing not only helps in creating brand
awareness but also results in increasing sales, engaging customers and growing businesses. It has
been evaluated that marketing functions helps marketing managers in identifying the right
market with large customer base. The report evaluates that marketing works closely with each
department of organization for proper coordination and development. The above report also
concludes the importance and evaluation of marketing mix which helps the company to
understand the customer needs and to achieve the company goals.
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REFERENCES
Books and Journals
Docquier, A., 2018. Mise en place d'une stratégie marketing pour le développement d'une
entreprise active sur le marché automobile belge de l'occasion en B2B et en B2C. Le cas
du groupe Kalscheuer.
Ferré Belda, C., 2021. Plan de marketing para BocPlastic SL utilizando la metodología
Benchmarking en economía circular (Doctoral dissertation, Universitat Politècnica de
València).
Gonçalves, F.D.N., 2020. Plano de marketing para a venda de sistemas de gestão por
assinatura (Doctoral dissertation, Instituto Superior de Economia e Gestão).
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries. Oregon State
University.
Kazak, H. and Correia, R., 2022. Motivational factors of conference attendees–relevance of
online communication and nationality. Journal of Marketing Research and Case
Studies, 2022. pp.1-14.
Martinho, V.J.P.D., 2021. Contributions from literature for understanding wine
marketing. Sustainability, 13(13). p.7468.
Pérez, T., 2021. Plan de marketing para un marketplace digital enfocado a pequeños comercios
de Cantabria.
Ribeiro, M.I.V., 2018. Plano de comunicação de marketing de uma empresa de serviços: o caso
da Animafest slu (Doctoral dissertation).
Rincón Daza, K. and Corzo Villero, J.A., 2018. Diseño de un plan de marketing en la estación de
servicio Callejas de la ciudad de Valledupar.
Sánchez-Arrebola, M., 2019. PLAN ESTRATÉGICO DE MARKETING: MULTINNOVA
LINARES.
Tashfia, R., 2021. Internship Report on" Marketing Strategies and Activities of eWorld Brands".
Treado, M. and Brunswick, G., 2018. Marketing Architectural And Engineering Services: A
Portfolio Approach. Journal of Service Science (JSS), 11(1). pp.11-28.
Vera, C. and David, J., 2020. Plan de marketing para la empresa proveedora de internet Netwire
Comunicaciones para el año 2020 en la ciudad de Ibagué (Bachelor's thesis, Universidad
de Ibagué.).
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