Comprehensive Marketing and Communication Report: Addison Lee Analysis

This report provides a comprehensive analysis of Addison Lee's marketing and communication strategies. It begins with an introduction to marketing and communication, emphasizing its importance in a competitive market. The report then delves into various aspects of marketing, including production, product, selling, and marketing orientations, with a specific focus on Addison Lee's marketing orientation. It examines the macro and micro marketing environments, identifying key factors influencing the company's operations. Furthermore, the report explores market segmentation, highlighting demographic and geographic approaches relevant to Addison Lee's services. The marketing mix, encompassing product, price, place, and promotion, is analyzed in detail. The report concludes with recommendations for Addison Lee to enhance its marketing strategies and compete effectively with rivals like Uber and Ola, including suggestions for social media promotion and penetration pricing. The report draws upon various academic sources to support its findings and recommendations.

Marketing and
Communication
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Table of Contents
Marketing and Communication.......................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A) Production, product, selling and marketing orientation....................................................3
TASK 2............................................................................................................................................4
Macro business environment..................................................................................................4
Micro marketing environment analysis..................................................................................4
TASK 3............................................................................................................................................5
Market segmentation..............................................................................................................5
TASK 4............................................................................................................................................5
Marketing mix........................................................................................................................5
Recommendation.............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
In the present time, there is huge competition in the market among the corporation. Due to this tight
competition, firm develops several kinds of strategies and tactics to compete rival. In this manner, marketing
and communication is that important activity of company by which it can earn high level of growth and
success in the market. It is an activity by which company introduce and promote its product and services in
front of customer (Al-allak, 2010). The present report is based on the marketing and communication concept,
orientation and its importance in the Addison Lee Company. This is private limited company which deal with
minicab services in the London.
TASK 1
A) Production, product, selling and marketing orientation
Following are detail description of orientation-
Production orientation- The major aim of this production orientation is to design and produce the high
quality and effective product and services which can able to meet customer expectations. By this concept,
companies focus on their production and manufacturing process and contribute best efforts for produce
high and luxury commodities and services.
Product orientation-Product orientation is another significant aspect under which company design the
product according to the need and expectation of customer (Ayub, Adeel, Muhammad and Hanan,
2013). This concept is typically used more in marketing strategy discussions. In this manner, manages
typically believes their products are unique and offer distinct benefits.
Selling orientation-This aspect defines that how a company markets and sells to their customer base and
beyond. The aim of selling orientation is to close sales based on more aggressive selling technique to
create a need in buyers and reduce buying resistance. In a simple word it can be said that sales orientation
considers primarily on the selling and promotion of a particular products (Brooks and Simkin, 2012).
Marketing orientation-Marketing orientation is one of the most significant philosophies which focus for
meeting the expectation and wants of the customers by use of its product mix. It is a business model
which use to discover the needs of customers. In this aspect includes monitoring competitors, action and
its effects on customer’s preferences.
A) Addison Lee Company is using Marketing orientation under which it is doing work on the customer
expectation and need related to taxi or car services. Cited venture have impressive image in the
market due to its effective pricing strategy and quality of services (Cacciolatti and Fearne, 2013).
Further, it also provides online booking facilities to its customer which helps it in attracting new
customers. Thus it can be said that is using Marketing orientation concept.
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TASK 2
Macro business environment
Marketing environment is consisting with the internal and external components that affect business
activities and function in large manner. It is very important for the company to analyse the condition of
marketing environment at the time of business operation. Marketing environment analysis helps to company in
design effective business strategy and tactics. It helps to the Addison Lee Company in develop competitive
strategy for compete with rivals. Following are components of Macro environment which required analysing
by Addison Lee Company-
 Socio culture factor- This factor includes customer taste, preferences, choice, living standard,
customer, tradition, region etc. At the time of operation Addison Lee Company required to
analyse social and cultural factor of the marketing environment (Fan, Lau and Zhao, 2015).
With help of this analysis, company can able to deliver the services according to the needs of
customers. Addison Lee Company can easily assess the actual taste of customer by this factor
thus it can be said that marketing environment analysis aids to the firm in large manner.
 Economic factor- This factor includes country’s economic condition such as inflation, recession,
interest rate, financial crisis etc (Haverila and Ashill, 2011). With help of this component,
Addison Lee Company can easily analyse the economic condition of country which help to firm
in developing pricing strategy. Further, with help of this analysis, company can escape from the
condition of financial crisis.
Micro marketing environment analysis
Micro environment consist with those internal factor which is related to company’s internal activities and
operations. In this includes competitors, customer, Employees, suppliers, investors etc. Cited venture have
effective resource and capability because it have high skilled employees and workers who gives their best
efforts to meet the objective of organisation. Addison Lee Company has major two competitors that are Uber
and Olla cab. This also offers the taxi and cab facilities to its customers (Henley, Raffin and Caemmerer,
2011). Uber serve internationally and its service available in many countries so this is major threat for the
Addison Lee Company. On the other hand Olla offers very low prices for its services so it can be said that this
is major threat for the cited venture.
From the analysis of the micro environment Addison Lee Company have major strength of its high quality of
technology which is used in the taxi and cab services. It also offers the services with reasonable and fair prices
by which every income group customer can easily purchase it. Its weakness is related to its low promotion and
advertisement activity.
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TASK 3
Market segmentation
Market segmentation is one of the most important aspect of marketing which assist to company in
focusing the customer needs and wants of specific segment. It is a procedure under which whole market is
dividing into the sub segment and firm focuses that segment customer requirement. There are various kinds of
market segmentation such as demographic, psychographic, geographic etc. In the demographic market
segmentation, company divides the population based on variables. It has its own variables such as age, gender,
family size, income, occupation, region, race, nationality etc (J. Trainor, Krush and Agnihotri, 2013). On
the other hand in the behavioural segmentation, company divides the population on the basis of their
behaviour, usage, decision making etc. In addition to this, in the psychographic segmentation, company
divides its who market according to the lifestyle of people, activities, interest, opinion etc. On the other hand in
the geographical segmentation, whole market is divides according to the geographical segmentation like
location.
In the context of Addison Lee Company it is very important to focus on the segmentation by which it
can focus on the actual needs and wants of the customers. With help of this activity, it can divide the whole
market into the small segment and conduct activities and operation of business accordingly.
Cited venture can select demographical market segmentation under which it can focus on the age, gender,
income level of the customer and deliver services to them. With help of this approach of market segmentation,
cited venture can fulfil the needs of customer according to demographical manner (Kian Chong, Shafaghi,
Woollaston and Lui, 2010) .Under this it can divide the market and serve the services according to the
income group of customer and age of the customers.
On the other hand Addison Lee Company can also select Geographical segmentation under which it can select
the cities of London. Further it can also operate its business in the other countries. In this aspect, venture can
divide the whole market according to the different location. These both market segmentation can beneficial for
the cited venture by this it can gain large market share and customer attraction.
TASK 4
Marketing mix
Marketing mix is another one of the major important concepts of marketing under which
provide help to company in delivering right product and services to the right person, at the right
time and at the right place. This concept of marketing assists to firm in developing effective
strategy of business and enhance the value of product and services. With assistance of marketing
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mix, company can acknowledge about the actual services, prices, promotion strategy. In the
context of Addison Lee, following are element of marketing mix-
 Product- Product is very important element of marketing mix which defines the item
which is actually going to sell by the organisation. Addison Lee have major product is its
taxi and car services (Kidwell, Hardesty, Murtha and Sheng, 2011). It offers the services
of taxi and car to the London citizens.
 Price- Price is that element which defines the value of the product and services. Addison
Lee is using price skimming pricing strategy under which it sell its taxi and car services
in high rate to its customer. This is best pricing strategy to compete with rival and
enhance profitability of business.
 Place-Place is another significant element of marketing mix which defines the actual
location where product and services is actually going to deliver to its customers. Addison
Lee Company is situated in the London so their service is delivering to customer of
London (Kirtiş and Karahan, 2011). In addition to this, it have its own web page or site
on the internet by which customer can book the taxi and car on the internet. Furthermore,
it have developed its own mobile application by which customer can easily get its
services of booking and pay money.
 Promotion- Promotion is another one of the most significant element of the marketing
mix which helps to the company in promoting and advertising product and services in the
market. With help of this element, firm can inform prices, features and characteristics of
product and services to its customers (Li and Li, 2011). Addison Lee is using both
traditional and modern method of promotion. In the context of traditional uses radio,
news paper, magazines etc. On the other hand in the context of modern promotion, it uses
social media, direct mail marketing etc for promote and advertise its product and services
in the market.
Recommendation
In order to compete with rival in the market like Uber, olla etc Addison Lee should some of the
strategies and tactics. It should focus on the market segmentation and consider market on the
basis of demographic segmentation under which it will target the customers of 16-25 year old. It
should promote its services by social media channels like Facebook, twitter, you tube etc. It
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should design its video and upload on the youtube channel. Furthermore, it should use direct
mail marketing by which it can mail to its target customer about the information like features,
prices, distribution of the product and services. It should use penetration pricing method for
attract the new customers. In this pricing strategy it will set very low prices at initial level. This
will attract the new customers toward the product and services. In addition to this, it should
provide free services and test driving to its customer at initial level by which it can gain the
customer loyalty and develop the brand image in the market.
CONCLUSION
From this report it has been concluded that Cited venture can select demographical market
segmentation under which it can focus on the age, gender, income level of the customer and
deliver services to them. With help of this approach of market segmentation, cited venture can
fulfil the needs of customer according to demographical manner. It has been also concluded it
should promote its services by social media channels like Facebook, twitter, you tube etc. It
should design its video and upload on the youtube channel.
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REFERENCES
Books and Journals
Al-allak, B., 2010. Evaluating the adoption and use of internet-based marketing information
systems to improve marketing intelligence (the case of tourism SMEs in
Jordan). International Journal of Marketing Studies. 2(2). p.87.
Ayub, A., Adeel, R., Muhammad, S.A. and Hanan, I., 2013. A conceptual framework on
evaluating SWOT analysis as the mediator in strategic marketing planning through
marketing intelligence. European Journal of Business and Social Sciences. 2(1). pp.91-
98.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning. 30(5). pp.494-514.
Cacciolatti, L.A. and Fearne, A., 2013. Marketing intelligence in SMEs: implications for the
industry and policy makers. Marketing Intelligence & Planning. 31(1). pp.4-26.
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.
Haverila, M. and Ashill, N., 2011. Market intelligence and NPD success: a study of technology
intensive companies in Finland. Marketing Intelligence & Planning. 29(5). pp.556-576.
Henley, N., Raffin, S. and Caemmerer, B., 2011. The application of marketing principles to a
social marketing campaign. Marketing Intelligence & Planning. 29(7). pp.697-706.
J. Trainor, K., T. Krush, M. and Agnihotri, R., 2013. Effects of relational proclivity and
marketing intelligence on new product development. Marketing Intelligence &
Planning. 31(7). pp.788-806.
Kian Chong, W., Shafaghi, M., Woollaston, C. and Lui, V., 2010. B2B e-marketplace: an e-
marketing framework for B2B commerce. Marketing Intelligence & Planning. 28(3).
pp.310-329.
Kidwell, B., Hardesty, D.M., Murtha, B.R. and Sheng, S., 2011. Emotional intelligence in
marketing exchanges. Journal of Marketing. 75(1). pp.78-95.
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Kirtiş, A.K. and Karahan, F., 2011. To be or not to be in social media arena as the most cost-
efficient marketing strategy after the global recession. Procedia-Social and Behavioral
Sciences. 24. pp.260-268.
Li, Y.M. and Li, T.Y., 2011, January. Deriving marketing intelligence over microblogs.
In System Sciences (HICSS), 2011 44th Hawaii International Conference on. IEEE.
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