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MCOM4040 Marketing and Communications - Assignment

   

Added on  2020-04-21

17 Pages3612 Words115 Views
Marketing
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Running head: MARKETING AND COMMUNICATION Marketing and CommunicationName of the Student Name of the University Author’s note
MCOM4040 Marketing and Communications - Assignment_1

1MARKETING AND COMMUNICATION Table of Contents Assignment 1...................................................................................................................................21. Introduction:................................................................................................................................22. Task 1: Marketing orientation.....................................................................................................2Task 2: Marketing environments.....................................................................................................3Task 3: Marketing strategies............................................................................................................6Task 4: Marketing Mix (7Ps)...........................................................................................................8Assignment 2: Poster and Rationale..............................................................................................11Part A: Poster:................................................................................................................................11Part B: A rational to support the communication campaign..........................................................11
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2MARKETING AND COMMUNICATION Assignment 11. Introduction: Addison Lee is one of the most prestigious private hire companies occupying apredominant place in the realm of transport industry. This specific brand is providing effectivecare services for more than forty years by reaching the passengers safely to their properdestination. This particular business brand primary aims to provide superior quality of serviceprocess to the customers. Addison Lee is primarily known as London’s largest executive fleet ofMercedes cars with thousands of expertly trained drivers. Therefore, this specific brand hasachieved well recognition throughout UK (addisonlee.com 2017). Maintaining quality ofproducts and service can never be the purpose of a business organization. In order to receivebrand image and reputation the organization needs to focus on marketing and communication tomake an awareness of their brands. This very specific report has focused to make an in-depthanalysis about the importance of an effective marketing communication for business expansionin the global market. 2. Task 1: Marketing orientationA. Production, Product, Selling, and Marketing orientations Production is the systematic process of transforming tangible materials like raw goodsand semi-finished goods into intangible one such as proper goods and services. Product can beconsidered as good, idea, method or services that can be offered to the customers. Selling is thelast step in the chain of business commerce where an individual customer intends to buy aproduct by offering certain amount of money (Kim et al. 2014). Marketing orientation is the
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3MARKETING AND COMMUNICATION broader concept of meeting the needs and demands of the customers through various productmix. However, the four overarching terms production, Product, Selling, and Marketingorientations are inseparably related to each other. An individual product manager has to beconcerned from raw material of products to selling for fulfilling the needs and demands of thecustomers. The primary objective of market orientation is to fulfill the desires of customers bydeveloping the marketing strategies as well as product development strategies. B. Identify and explain the orientation adopted by Addison Lee Among different types of market orientation strategies the Addison Lee has decided toadopt marketing and communication. The primary purpose of adopting this specific marketorientation is to highlight the importance of marketing and communication in achieving brandimage and reputation (Wallnöfer and Hacklin 2013). Along with providing quality of products aswell as services Addison Lee has decided to use different marketing tools with the help of whichtheir brands and services has reached to the doorstep of global customers. Communication toolsand media vehicles are one of the most effective ways for expanding business process in theglobal market. Task 2: Marketing environmentsA. Marketing environment analysis In order to make an effective market analysis, marketing executives have to focus onevaluating the environmental factors such as political, economic, socio-cultural, technological,environmental and legal (Cornwell 2014). As per the political factors of UK, this particularcountry has been considered as one of the most successful nations in terms of applying law andlegislations. As per the World’s banks’ governance indicator, this very specific country is
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