Marketing and Communication Strategies: A Case Study of Addison Lee

This report provides a comprehensive analysis of Addison Lee's marketing strategies. It begins with an introduction to marketing concepts like production, product, selling, and marketing orientation, followed by an examination of Addison Lee's adopted orientations and marketing campaigns. The report then delves into the marketing environment, discussing external factors such as economic and social influences, along with a micro-environmental analysis, including competitor identification and internal strengths and weaknesses. Furthermore, the report explores market segmentation strategies that Addison Lee could employ, and concludes with an in-depth analysis of the company's current marketing mix using the 7Ps framework, offering recommendations for improvement. The report highlights the importance of marketing and communication in enhancing sales revenue and achieving company goals.

Marketing and communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Explain the Production, product, selling and marketing orientation......................................1
B. Identify and explain orientation adopted by Addison lee, and provide two examples that
demonstrate Addison lee use of the approach.............................................................................2
TASK 2............................................................................................................................................2
A. Explain marketing environment analysing why it is important prior for marketing
strategies. ....................................................................................................................................2
B. Explain external factors of marketing environment of Addison lee.......................................2
C. Micro environment of Addison lee, identify two key competitors and discuss their potential
threat to the business...................................................................................................................3
D. Explain the internal factors that could be consider as strength and weaknesses of Addison
Lee...............................................................................................................................................3
TASK 3 ...........................................................................................................................................4
A. Explain market segmentation and its importance in planning a marketing strategies...........4
B. Segmentation approaches that Addison lee could adopt when segmenting the market.........4
TASK 4............................................................................................................................................5
A. Using 7ps, and describe current marketing mix using of Addison Lee ...............................5
B. Recommendation ...................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing and communication is the most important t tool to enhance the sales
revenue of the company. This project based on marketing communication. Marketing is the
essential function in every organization which helps to promote the product and services of the
company. Addison lee company will take into action. It is the private hire operator. Which
provides taxes, cars and private jets. Furthermore, it will explains the marketing concepts,
marketing mix which help to promote services and products of the company. Adding to that it
will also covers the marketing communication mix, on the other side it will explain about the
marketing environment and their different factors affects organization functioning. It will also
explains about the theories and marketing concepts which helps to enhance the performance
level of management which helps to accomplish the company goals.
TASK 1
A. Explain the Production, product, selling and marketing orientation.
Production: Production is the most essential department in the company. In which company
make their product and services for selling to the customers. It is a first step towards the sales.
Product: Product is the factor for through company earn profit revenue. Addison lee is leading
trusted company(Akoojee and McGrath, 2015). Its provide cabs facilities to their clients. This is
the product by which organization earn profit. It gives quality of luxury services to their clients.
Furthermore, Product is the commodity from which company comes into the market and increase
the competition level.
Selling: Selling is the second step after marketing. In this process company sell their services to
end user and earn profit. Selling main aim is to maximize sales. Selling is the first transaction
between seller and the buyers in terms of money. The best way to explain selling is to focus on
the skills of selling which helps to make this happen.
Marketing orientation: Marketing orientation is the process in which company main focused on
discovering new product planning to accomplish the customer desire with the help of product
mix(Andrews and Shimp, 2017). Marketing strategies invent new exciting services which
attracts customer attraction towards them. Marketing orientation maintain the coordination
between marketing campaign and its customer needs.
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B.Identify and explain orientation adopted by Addison lee, and provide two examples that
demonstrate Addison lee use of the approach.
Addison lee is the minicab company. The main attractive marketing orientation strategy of
Addison lee is to get attract young people by give them luxury services. Its marketing campaign
is a six figure that name is “Cool, Calm and collected”. Which brings simplicity and comfort to
travelling with Addison. This marketing strategy connects customers with brand. It also appeal
buyers by given quality of services(Armstrong, et.al, 2015). Addison lee is the leading operator
company which attracts customers through attracting prices.it helps to be different from other
competitors. On the other hand Addison lee also adopt new marketing strategy to attract
customer attraction by modernized its own website. It contains Haulmont and other new key
features by which customer can assess it from anywhere any time. Moreover Addison lee also
make their own app for their customers. This company also use digital marketing to attract
customers attraction through social media, online and mobile advertising(Babiuk, et.al, 2015).
TASK 2
A. Explain marketing environment analysing why it is important prior for marketing strategies.
Marketing environment is most important factor to be consider while company making their
strategic plans. Marketing environment helps to analyzing the customer needs and wants and
other external pros and cons. There are many external factors which affects company growth like
political, legal, environmental, technological and social factors. These are the factor which is
necessary for the Addison lee to be consider before making marketing strategies. Like marketing
manager analyses customer needs and wants then after they make plans accordingly. It is
important to identify the competitor’s strategies and plans, so that Addison make their plans
accordingly(Balmer, et.al, 2013). Study of marketing strategies also helps to minimize the future
uncertainties arises by external environment. Furthermore, marketing environment is the
external factors which is uncontrollable factors. It affects company present, future existence,
profit, brand image, and positioning in the market. it is the most dynamic aspects of the business.
To exist in the market for long time it is essential component to be analysed for Addison lee.
B. Explain external factors of marketing environment of Addison lee.
Economic factors: Economic factor is the macro environment which affects company growth. It
includes economic factors like economy is sustainable or not(Belch, et.al, 2014). Means
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customer buying power is strong or poor. On the other side market is on high level or lower
level. It affects sales of the company. Economic factors may decrease the sales or increase as
well. It depends upon the economic situations.
Social factors: Social environmental factors Affects Company on the basis of customers’ needs
and wants(Charts, 2016). It is important for Addison Lee to measure the social factors like,
population ratio, needs and wants of customers, choices, preferences. Etc.
These external factors affect the marketing decision of Addison Lee. In terms of setting
prices, marketing strategies. These all factors would affect positive or negative as well. These
external factors helps to identify opportunities like pricing strategies of competitors may chance
to set new attractive prices. On the other side these macro factors gives threat to the company by
giving high competition in the market.
C. Micro environment of Addison lee, identify two key competitors and discuss their potential
threat to the business.
Micro environment is the internal factors includes employees, customers, suppliers, competitors,
distributors and mediators. These are the controllable factors in the organization. Minicabs and
UBER is the key competitors of Addison Lee. Which is the cab operator companies in UK.
These services and their marketing strategies may affects the operational function of the
company. Competitors of the company give high pressure of innovative services, to overcome
from this problem Addison Lee needs to innovate more new offers and services to attract number
of customers(De La Guardia, 2016). On the other side internal factors involves some
opportunities and threats as well. Like good employees gives quality of management which helps
to accomplish the overall target of the company. Like UBER lost his license in London. In that
situation Londoners want travelling sources. This is the situation for Addison Lee to get
maximum opportunity to earn profit.
D. Explain the internal factors that could be consider as strength and weaknesses of Addison
Lee.
Internal environment means the company business environment in which group of employees are
work for same purpose(Kunkel, 2016). Internal factors includes employee performance,
Operational functions, Quality of management. Addison has a talented number of employees. It
helps to maintain good working environment in the company. In recent year 2017 they increase
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their fleet drivers from 3,600 to 4,450. Employees are the key factor to satisfy the needs and
wants of the customers. In Addison Lee drivers has the direct contact with the clients. They serve
better and satisfy their requirements. It is the internal strength of the company which helps to
give brand image. On the other side Due lack off miss communication drivers are not get
connected with each other, this happen may give threat to the company in effective working. To
maintain the coordination among employees Addison needs to adopt proper systematic planning
to overcome from this problem(Rizomyliotis, Konstantoulaki and Kostopoulos, 2017).
Furthermore, operation functions it is most essential department in the company, which handle
the day to day activity. Addison Lee earn 50% profit from their new app or online. It is very
necessary to adopt quality of effective technologies to maintain the online functions. Otherwise,
it may give heavy loss to the organization.
TASK 3
A. Explain market segmentation and its importance in planning a marketing strategies.
Market Segment is the process in which marketer search the different needs of the customers and
their wants and understand their preferences. It is the essential tool of marketer to measure the
client wants. Every person have their own choice and expectations, so that it is the responsibility
of the company to divide their services accordingly it is called market segmentation. Addison lee
provides many variety of services for their customers like, car services, Coaches, Airport
transfers Couriers services(Smith and Zook, 2016). Along with that they also give safety,
exclusive discounts, 4g Wi-Fi, phone chargers etc. these are the services they provide to make
client ease and comfort. These market segmentation process helps to attract customers towards
them. This process also helps to build customer relationship for long time. Market segmentation
helps in planning the marketing strategies by which clients get more attracted. Before making
planning strategies marketing manager is responsible to measure the market environment to
make best market strategies(Stautz, et.al, 2016).
B. Segmentation approaches that Addison lee could adopt when segmenting the market.
Market segmentation approaches of the company could take its business forward. It gives
new opportunity to Addison Lee company to enhancement their business growth. There are two
segmentation approach which helps company to make new business plans.
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 Customer Characteristics Approach: this approach of segmentation is based on
Customer needs(Turban, Strauss and Lai, 2016). Like company needs to characterise or
measure the demographic, geographic and psycho graphic feature of customers. Like
Market segmentation is based on customer requirements. Like first feature is Geographic
Characteristics. In this approach Addison Lee company operate their business in remote
areas where customer wants are high like In London UBER they lost their license in that
situation in particular city customer face the problem of cabs. In this situation Addison
Lee provides services accordingly. On the other part Demographic and sociological
feature in this feature company may segment their services ion the basis of population,
density and size(Williams, Capps Jr and Hanselka, 2017). In this feature organisation
attracts number of customers.
 Consumer Response approach: According to this approach customers are divided into
Sub groups according to the various benefits that the buyer is seeking from services. This
market segmentation approach could adopt by the organisation. To analyse the different
benefit response of the customers.
TASK 4
A. Using 7ps, and describe current marketing mix using of Addison Lee
7Ps of Marketing Mix.
Product: Product is the main feature of the organisation. It gives values to the function of the
company(De La, Guardia, 2016). Product is marketing tool for the organisation. It needs to be
perfect and impressive so that customer attract towards the company Like Addison Lee company
gives luxurious services to their clients like they provide cab facilities, coaches and personal
services in which includes Wi-Fi, phone charger provides by the Addison lee company.
Price: Price is the second P of marketing mix. It is the most important factor which gives higher
sales. Organisation should provide reasonable prices to attracts the customers. It needs to
comparatively low as compare to the rival companies. Like Addison Lee gives reasonable prices
for their customers.
Place: Place is the another marketing mix which describes the organisation growth. Organisation
needs to be located in remote areas where customers can easily assess the services of the
organisation. Like Addison Lee provides their cab facilities at any place according to the
requirement of customers(Kunkel, 2016).
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Promotion: This marketing mix helps company to promote their services to maximum
customers. For that they need to make efforts and adopt effective promotional activities like
advertisement, online publicity etc.
Physical Evidence: this marketing too attracts customers. Company needs to provide some
additional services to attract the customer attraction Like Addison Lee gives Wi-Fi , phone
charger facility to the customers. It makes good image in front of the clients.
Process: Process is the another marketing mix. It the process of communication from company
to customers. How service goes to end consumer. This is the process which is important to retain
the customers(Belch, et.al, 2014 ).
People: Companies are reliant on the people. Without the help of customers, company cannot
survive.
B. Recommendation
Addison Lee is the most Leading Operator company. Apart from that it needs to maintain
their services in effective manner. It helps company to maintain the position in the market.
Addison Lee also gives online service to their customers so that they can easily asses the service
at anytime anywhere. Overall They need to maintain the current situation and try enhance the
services quality and adopt some latest promotional activities to attract the customers' attraction.
CONCLUSION
From the above discussion it was concludes that Addison Lee is the market leading car
provider company in London. It provides various luxurious services to their customers. On the
other side this. It concludes the various market segmentation strategies which help to give more
new services to the clients. Overall, Addison lee needs to adopt new technologies and marketing
strategies to compete with their rival companies.
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