The Marketing Concept

The Marketing
Concept

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing concept can be defined as strategy that a firm implements to satisfy needs of
customers and increase sales whilst maximising profit and outperforming competitors. This
report will discuss how Just Eat adapted its business to meet needs of UK consumers and become
market leader. Just Eat is a online food order and delivery service, it was founded in 2001 in
Kolding, Denmark and is headquartered at London. In 2020 it was acquired by Takeaway.com.
Just Eat after being acquired by Takeaway.com operates in 23 countries.
MAIN BODY
Orders of Just Eat nearly doubled in times of Covid-19 and lockdown and because of this
it became market leaders in UK. As per Mintel report In UK consumer needs for quick and
convenient meals in UK is confirmed. This is because four in five people in UK are buying
takeaway food. In these buyers young working adults and parent are increasing demand through
home deliveries of food and weekly basis and this has been advanced by increase of online
ordering and third-party services in UK (Attitudes Towards Home Delivery and Takeaway,
2018). In order to increase sales and positively influence consumer behaviour factors and
meeting their needs is very important. It is very important that businesses adequately understand
consumer decision making process.
Recognition of need- In this phase they recognise that they have particular need or requirement.
In this case it is food requirement.
Information search- In this phase they search for information through which they requirement
or need can be fulfilled.
Evaluation of alternatives- In this they evaluate different alternatives available for meeting
their needs and fulfilling their requirements.
Purchase decisions- In this consumer undertake purchase and this happens when a seller or a
brand is capable of fulfilling their need or requirement. For example- Just Eat when is able to
deliver required food to consumers, only then they will make purchase.
3