London Legal Agency Ltd Marketing Strategies

The London Legal Agency Ltd is a company that provides legal services to clients. The project report reveals that they use various marketing strategies to increase their market share, such as high-cost promotional activities and discounting offers. They also provide online assistance to new companies about legal formation, which helps them to differentiate themselves from competitors and gain a competitive edge in the market.

A LEGAL AGENCY
BUSINESS PROVIDING
LEGAL ASSISTANCE TO
OTHER BUSINESSES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Nature of business Venture..........................................................................................................3
Unique selling proposition...........................................................................................................3
Research ......................................................................................................................................4
McCarthy's 4Ps............................................................................................................................5
Employees/staff............................................................................................................................5
Customers/Clients........................................................................................................................7
Business Plan for future expansion..............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business refers to the buying and selling of goods and services. The legal agency is
organization. The Legal agency facilitates the contracts between the principal and a third party.
The agent usually benefits from the relationship by receiving a commission from the supplier.
The project report is based on the hypothetical firm London Legal Agency Ltd. The London
legal Agency is providing the advice and support to all practical aspects of United Kingdom
Company legal to the legal and Accountancy professions.
The project report will outline the McCarthy 4Ps Model for the London legal Agency
limited. The project report will explain the job roles assigned to the business employees. The
project report will explain the advantages and disadvantages of having Zero hour contract
workers and agency staff. The project report will further outline the 4Ps of marketing to any
business situation and will define the role that the human being play in the business environment.
The project report will discuss the business production and distribution process.
MAIN BODY
Nature of business Venture
The London legal Agency Ltd is providing the services for the professionals and
entrepreneurs. It is providing the legal assistance to the other companies of the UK. The London
legal Agency Ltd also handles any necessary documents needed for the justification of a
particular sensitive words advising about what is required and attach the necessary
documentation before the details are submitted (Fan, Lau and Zhao, 2015). They are committed
to assist their clients with the ever increasing changes in the company legal.
Unique selling proposition
The London legal Agency Ltd is offering online assistance to the new companies about
the legal formation and the unique selling proposition of this company is to provide fast
assistance than its competitors.
Business Type - The London legal Agency Ltd is the private limited Company. The Company
will be listed on the London Stock exchange.

Research
According to the above statistical data there are about a million claims for the legal aid
that are been proceeded each year. There are more than 1000 fewer legal aid providers were paid
civil legal aid. The legal aid covers South West and Wales area while London and South West
covers the 41 %. Hence, it can be seen that half of the community cares and legal aid services
are present in London. The legal aid provider around the England and Wales are disappeared this
is creating demand for legal Companies. There are cases where legal aid provider are supposed
to get available, the client is found very difficulty to found a lawyer so there is an opportunity for
the London Legal Agency Ltd to expand its business.
Illustration 1: Civil legal aid
Source: Legal aid advice network, 2018

Business Plan of London Legal Agency
McCarthy's 4Ps
McCarthy's 4Ps is a business tool which defines the marketing mix using 4Ps namely,
Product, Place, Price, Promotion.
Place – The London Legal Agency Ltd is providing their services to various companies of the
United Kingdom. They have virtual existence. They are providing legal advice through online
platform and forums.
Products and services – The London Legal Agency Ltd is providing the corporate support
services which deals with wide range of company structure changes and also helps in preparing
the accompanying governing and statutory documents (Chaffey and Ellis-Chadwick, 2019) The
Company is giving legal assistance in purchasing of shares and reduction of capital to the other
companies. The company is also giving legal assistance to help the other companies in
capitalising loans and in establishing the group structure. The London Legal Agency Ltd is
offering the annual corporate compliance packages to their clients.
Price – The price of London Legal Agency is varies from the service to service. The price is
decided in accordance with the services they are providing to the other companies. They will be
charging very reasonable price and giving high quality assistance to there clients.
Promotion – The London Legal Agency is doing promotion by various social media channels
and through various online sites as today's generation is highly active on social media platform
they can easily promote their services through these channels (Hamilton and Webster, 2018).
They are also publishing their articles in newspapers and magazines in order to attract the large
number of clients. They are pricing their services through market penetration.
Employees/staff
The London Legal agency has high qualified staff. They have 2 Legal Secretaries, 1 legal
lawyer and 1 Paralegal and 2 Legal Assistance.
Job role assigned to the business employees
Job role of Lawyer – The Lawyer advocates for their clients rights. The lawyer does through
negotiation with the other parties. They do it by negotiation with the other parties to a lawsuit or
through litigation (Blythe and Martin, 2019). The companies' formation and legal procedure and
documentation is done by the responsibility of lawyer in London legal agency.

Job role of Paralegal - The Paralegal is act as the right hand of the lawyer. The Paralegal takes
free up the attorney time. The Paralegal draft pleadings, assist clients and do legal research under
the attorney supervision.
Legal Secretary – The Legal Secretary is also refer as administration assitant. The Legal
Secretary is less responsible than the paralegal but it has the responsibilities like drafting the
basic correspondence like the letters of customers by notified their them for the ucoming courts
dates (Akhtar, 2018).
Legal assistance – The work of legal assistance is to provide legal advisory services to their
clients like in case of formation of the company.
Compliance Specialist – The employees take assistance with the compliance Specialist about
the applicability of laws and policies of federal level in London Legal Agency Ltd. The position
of Compliance Specialist may include training employees in compliance procedures and get
them aware about the Companies polices.
Advantages and Diadvantages of Zero-hour contract
Zero Hour Contract - The zero hours contract is a formal agreement between the worker and
employer with no guarantee of hours (Alles, Brennan, Kogan, and Vasarhelyi, 2018). There is no
responsibility to accept those hours if they are offered to employees.
Advantages
 The biggest advantage is of having Zero hour work is these contracts have flexibility.
 The employees have no obligation and they have paid on hourly basis (Baker, 2016).
 The Zero hour contracts are also great for the employers especially those who has an own
business of legal assistance which has unpredictable daily outcomes.
Disadvantages
 The business has to cope up with the absenteeism as many employees can be at sick leave
or maternity leave in zero hour contract.
 There is difficulty in dealing in the busy period like at the time of Christmas employees
are at leave.
 The Employers can't hold up their employees and staff to work for full-time even for the
urgent work. The businesses deal with the unforeseen events.

Customers/Clients
Segmentation – The London Legal Agency Ltd will opt for demographic segmentation. They
divided their services into three parts. First would be Company formation in which they will be
providing legal assistance to the companies like private and public (Niedział, kowski, and
Beunen, 2019). Second would be corporate services in which they are providing the secretarial
support. The third segmentation would be business information in which company searches UK
and worldwide clients who need their assistance.
Target audience – The targeted audience would be private limited companies, public
limited companies who need advisory services (Evans, Tooley and Shirey, 2018). The targeted
audience will be specialised companies. The London Legal Agency Ltd provide corporate
services and secretarial services to the other companies. The Company will provide legal
assistance to the targeted audience.
Positioning – The good positioning will give London Legal Agency Ltd a competitive edge from
the other competitors and gives a product a unique selling proposition. They are going to position
their products and services in such a way that they will be providing fast assistance then there
competitors.
Business Plan for future expansion
Promotional strategy – The London Legal agency do promotion of their services through
running promotional campaigns and telecasting their advertisement on television (Hoffman,
Bechtold, Murphy, and Snyman, 2016). The London Legal agency do promotion of their services
through publishing articles in the newspaper and magazines. The London Legal agency also do
advertisement of their services through putting hoardings and banners in between the cities
central areas so that maximum customers can get aware of their brand name (Atwal and
Williams, 2017). The London Legal agency do promotion of their services through giving
various discounting and flat price offers to their customers in order to retain customers loyalty
towards their services. The London Legal agency has also come up with the different contests
and Rugby Radio in order to attract the potential customers.
The London Legal agency will be is spending a lot on their promotion budgets they are
doing social media advertisement. Through social media advertisement they can easily attract
large number of customers towards their Services, as youngsters are highly activated on social
media channels (McLean, 2018). The London Legal agency can generate their own app in order

to reach the desired customer's segment. The London legal agency can adopt different social
media advertising strategies like they can collaborate with the top companies and companies will
promote their brand on their own page by tagging the Company's page.
CONCLUSION
The conclusion is being made from the above project report that marketing plays a crucial
role to drive the business of London Legal Agency Ltd. It is been concluded that London Legal
Agency Ltd use various marketing strategies to increase its market share. The London Legal
Agency Ltd is spending high cost on promotional activities in order to create brand awareness of
London Legal Agency Ltd Services among the clients. The London Legal Agency Ltd is giving
various discounting offers to their clients in order to increase the client's satisfaction. The
conclusion is being drawn from the above project report that the London legal Agency Ltd will
be offering online assistance to the new companies about the legal formation and through the
unique selling proposition of the company it will provide the fast assistance than its competitors
and this will be helpful for increasing its market share.

REFERENCES
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
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Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
McLean, M., 2018. Understanding your economy: Using analysis to guide local strategic
planning. Routledge.
Hoffman, D.L., Bechtold, D., Murphy, A. and Snyman, J., 2016. Strategic Planning and Field
Based Consulting. Small Business Institute Journal. 12(1).pp.1-9.
Phillips, T., Evans, J.L., Tooley, S. and Shirey, M.R., 2018. Nurse manager succession planning:
A cost–benefit analysis.Journal of nursing management.26(2). pp.238-243.
Niedziałkowski, K. and Beunen, R., 2019. The risky business of planning reform–The evolution
of local spatial planning in Poland. Land Use Policy.85. pp.11-20.
Akhtar, M., 2018. Managing strategic performance in a dynamic business environment: A study
of two Indian oil companies. Global Business and Organizational Excellence. 37(5).
pp.47-62.
Alles, M., Brennan, G., Kogan, A. and Vasarhelyi, M.A., 2018. Continuous monitoring of
business process controls: A pilot implementation of a continuous auditing system at
Siemens. In Continuous Auditing: Theory and Application (pp. 219-246). Emerald
Publishing Limited.
Hamilton, L. and Webster, P., 2018. The international business environment. Oxford University
Press.

Online
Legal aid advice network. 2018 [Online]. Available through : <https://www.bbc.com/news/uk-
46357169>.