Marketing Processes and Planning: A Case Study on Uber Eats

Unit 2: Marketing Processes and Planning
(A case study on Uber Eats)
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Table of Contents
Task1................................................................................................................................................4
Introduction..................................................................................................................................4
Responsibilities of Marketing and the Competencies Required to Success............................5
The Interrelationship of Marketing Roles and Responsibilities in Context of Other
Departments inside the Organization.......................................................................................7
Analysing the importance of the organization's relationships in terms of its mission, vision,
and goals..................................................................................................................................9
Analysing Critical Reflection on Internal and External Factors that Influence Marketing
Functions..................................................................................................................................9
Comparing the ways of application of the 7Ps in the strategic marketing process that support
business objectives.................................................................................................................10
Evaluating tactics that are used to attain business objectives applied by Uber Eats.............13
Conclusion.............................................................................................................................13
Task2..............................................................................................................................................15
Developing and evaluating a new plan that is evidence-based, coherent, and detailed to be
implemented for Uber Eats....................................................................................................15
Gantt Design of the plan........................................................................................................20
Developing a Media Plan to Support Marketing Campaign for Uber Eats...........................22
Devising an Integrated Multimedia Plan, Selecting Appropriate Digital, Offline and Social
Media Channels for Communication.....................................................................................23
Conclusion.................................................................................................................................24
References..................................................................................................................................25
Table of Figures
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Figure 1: Primary marketing roles and responsibilities...................................................................5
Figure 2: Interdependency of marketing function among departments...........................................7
Figure 3: Uber Eats Marketing Mix...............................................................................................10
Figure 4: Ansoff Matrix for Beauty Giant.....................................................................................16
Figure 5: M’s of Uber Eats plan....................................................................................................19
Table of tables
Table 1: 7Ps of Uber Eats and Just Eat..........................................................................................13
Table 2: SWOT analysis for Uber Eats plan.................................................................................17
Table 3: Gantt of New Plan...........................................................................................................21
Table 4: Estimated sales unit of this plan......................................................................................22
Table 5: Media Plan Budget..........................................................................................................23
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Task1
Introduction
The purpose of this paper is to shed light on the importance of marketing knowledge and how it
can be put to use in the workplace. Marketers use a wide variety of activities, tasks,
responsibilities, and roles in their work. This varies depending on the type of campaign they are
working on. Uber Eats has been utilized as a case study to make it easier to comprehend. Earlier
this year, the platform was changed to Uber EATS, and the scheduling software was published as
a standalone app, separately from either the app for Uber trips. It began operating in London and
Paris in 2016. More than 6,000 cities in 45 nations use it. Forcing restaurants to cost the same
prices for delivery and dine-in if they want to be registered on Uber Eats app, as well as
imposing fees of 13-40 percent of revenue, the firm is being sued for antitrust pricing
manipulation.
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Responsibilities of Marketing and the Competencies Required to Success
Marketing is a process that entails identifying a person's or a group's actual requirements and
then attempting to meet those needs profitably by developing potentially exchangeable values
(Blythe and Martin, 2019). Uber Eats' marketer's duties and tasks are summarized in the
following paragraphs:
Figure 1: Primary marketing roles and responsibilities
Source: (Business Management Study, 2014)
Planning
It is an on-going process that takes place across all of the activities that come before it, from the
conception of an idea for a new service to its debut to the completion of delivery to the provision
of after-sale service (BABIN, 2018). Uber Eats creates plans for different operations on a long-
term and short-term basis, such as annually, monthly, weekly, daily, and even hourly basis.
These plans may be found on their website.
Marketing Research
Any company worth its salt would undertake research in their industry to identify challenges and
potential solutions in order to unearth untapped potential in the marketplace (Armstrong, et al.,
2016). Due to the fluid and ever-shifting nature of online service, Uber Eats is under constant
pressure to monitor and adapt to the most popular patterns of preference for food delivery. In
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order to uncover new opportunities, continual study into the circumstances, the actions of
competitors, the consumption reasons of customers, the actions of consumers, the economic
condition, and other factors is carried out.
Customer service
Because a company's primary goal is to satisfy its customers, customer satisfaction naturally
becomes its focal point in all marketing efforts (Davis, 2015). Customer service can become a
company's competitive advantage because it can't be readily replicated. While Uber Eats delivers
fast food, they also offer advice and information to customers on the best ways to make use of
the service.
Branding
Creating a distinct place in the customer's mind is essential in today's competitive marketing
environment. When it comes to marketing, branding is a must-do activity (Etzel, et al., 2012).
The top food brands are delivered by Uber Eats in order to boost the value of the brand and the
company's good corporate image, which ensures that quality is maintained in all of the
company's activities.
Distribution
Distribution is one of the most important aspects of marketing operations since it is the
responsibility of the marketer to ensure that the product may be obtained in a manner that is
convenient for the target audience (Lamb, et al., 2012). A more effective distribution suggests a
broader reach, and hence, a more extensive market penetration.
In point of fact, the marketing functions are the ones responsible for the generation of utilities for
customers. The functions of marketing ensure that the appropriate product is made available at
the appropriate location, in the appropriate quantity, and at the appropriate price, so providing
customers with the highest possible value.
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