Marketing Strategy and Application - Assignment
Added on 2020-12-30
15 Pages4282 Words212 Views
MarketingData Science and Big Data
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MARKETINGSTRATEGY ANDAPPLICATION
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Table of ContentsINTRODUCTION.........................................................................................................................3Task 1............................................................................................................................................3Comparison between Just Eat And Its competitor Deliveroo, using various elements ofmarketing mix...........................................................................................................................3TASK 2..........................................................................................................................................9The marketing plan of Just Eat to meet the Marketing goals and objectives...........................9Conclusion...................................................................................................................................14REFERENCES............................................................................................................................14
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INTRODUCTIONMarketing is viewed purely as a management function, rather than a philosophy thathelps to drives the successful businesses. The project report of marketing essentials outlines theJust Eat Company Marketing strategies, Marketing mix elements and business plan which helpsto achieve there Company's goals and objectives. Just Eat Company is an online food orderand delivery service provider. Its headquartered is situated in London and England. TheCompany operates its operations in 13 countries of Europe, Asia, Oceania and the Americas.The platform enables the Just Eat customers to search for local food outlets and restaurants toplace their orders via online payment options(Armstrong and et.al., 2015).Task 1Comparison between Just Eat And Its competitor Deliveroo, using various elements ofmarketing mix.Just Eat is an online food delivery company that provides food delivery service to customers. It act as an medium between restaurants food outlets and customers. Consisting its headquarters in London, Just Eat is operating in 13 countries of Europe, Asia, Oceania and America. Just Eat has an online platform that enables customers to place online orders at restaurants and pay online accordingly or cash on delivery. Deliveroo is an British online food deliver company that delivers food from restaurants to customers, based on their orders and payment. The company was founded in 2013 by Will Shu and Greg Orlowski and has its headquarters in London ,UK. Deliveroo operates in 14 countries from Europe, Asia and gulf countries(Angell and Kraemer). Marketing mix strategy consists of 7ps of marketing that are- Product Mix, Price mix, Place mix, Promotion mix, Process mix, People mix and Physical evidence mix. Comparison of Marketing mix of Just Eat and Deliveroo-Basis Just Eat DeliverooProduct MixJust Eat deals in food deliverychannel as its product. Itdelivers foods being orderedby customers from theDeliveroo also has the fooddelivery as its product line. Itdelivers the order for food tocustomers from restaurants
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respective restaurants. Theaverage orders from aparticular restaurant amountedto 2,107 units in 2018. Thecompany has only one productline and is completelydependent on it(Menon andet.al., 2015). within 30 minutes of theorder. Food parcels fromdifferent restaurants are beingdelivered to prescribedcustomers through Deliverooonline platform and deliverychannel. Price Mix Just Eat charges restaurants£699 to join its services and13-14 % is been charged overevery order from therestaurant. The company earns90% of its revenue fromcommission on orders. JustEat has adopted competitivepricing strategy and chargesless for a delivery. It chargesbetween £0 and £2.50 for adelivery, with an average costof £0.94 on each delivery.Thus, the company has keptits prices low to beat thecompetitors in market and forthe growth of its business byattracting more customers. Deliveroo has adoptedpremium pricing strategy asbased on its quality ofdelivery service. The pricesare varied according to therestaurants listing with thecompany. For example if therestaurant has been listed withDeliveroo and Just eat, thereare 58 % chances that theprices will be similar to itscompetitors. But rest 42%comprises of 19% highercharges by Deliveroo than itscompetitor. This is because ofDeliveroo quick 20 minutesdelivery as an unique qualityfor the customer benefits.Deliveroo believes thatcustomers are willing to payhigh prices for food delivery ifthey get their order in shortestpossible time.
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