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Principles & the Practice of Marketing

   

Added on  2020-06-04

16 Pages4459 Words40 Views
Principles and Practice ofMarketing

Table of ContentsBackground of the Company ..........................................................................................................1INTRODUCTION...........................................................................................................................3TASK 1 .........................................................................................................................................31. Outlining the use of following concepts to develop brand.....................................................32. Use of adaptation and standardisation strategies within marketing mix in global marketingstrategy........................................................................................................................................5CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

Background of the Company Royal Mail plc is a company which deals in courier and postal services. The firm wasestablished in 1516 in UK. Its headquarters is located in Victoria Embankment, London, UnitedKingdom. Royal Mail Group Ltd. is the subsidiary of company which run the brands in letters,Royal Mail and Parcel force worldwide in parcels. The fully owned subsidiary of the group isGeneral Logistics Systems which is an international logistics firm. It is a type of public limitedcompany. The organisation administers its services in mail collection & delivery in every part ofUnited Kingdom. Wall box or pillar is used to deposit letters and then taken these to a post officeor gathered in bulk from enterprises. Deliveries of these are made every day at least once exceptBank holidays & Sundays at orderly charges for all destinations of UK. The main aim of Royal Mail is to form first class deliveries on the succeeding businessday in all over the world. The firm is operating as public corporation or governmentdepartment. Nevertheless, Postal Services Act 2011, is following by the Royal Mail, bulk ofshares of the company in 2013 were floated on London Stock Exchange. Initially, thegovernment of United Kingdom retained 30 % of stake in the firm, but in 2015, sold its left overshares, ending public ownership of 499 years. The company is a part of FTSE 250 index. Thekey people of Royal Mail are Peter Long as chairman and Moya Greene as chief executive. Theservices which the firm is provided are EMS, letter post, third party logistics, delivery, freightforwarding and parcel services. The operating income of the company in 2017 is £575 millionand about 1,61,135 number of employees are working in an organisation. The current strategy of Royal Mail is based on marketing mix components. The strategiesare based on its services, place, price and promotion. The company provides special delivery,universal and business services as product which attracts more customers towards it to use itsservices. In its universal service, a specific sized items can sent for fixed price at any placewithin the country. The act guaranteed that the company would continue to administer thisservice until 2021. In its special service, secured delivery by 1 pm on same day or 9 am thesucceeding day for hiked cost. Money back is guaranteed by the company in case the item doesnot get in on time. Pricing is varied according to the services that the firm is provided. The company adoptseconomical pricing strategy to sell its services. The customers attracts more due to itseconomical price of services. 1

Royal Mail provides door to door services which administers delivery of brochures, printmaterials, leaflets and catalogues to group of business & domestic addresses chosen throughpostcode. The firm provides its services all over the world. These strategies are used by Royal Mailin order to attract customer towards its services and sustain in competitive market and acquirelarge portion of market share.2

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