University 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 Addison Lee, a prominent private hire company, and its focus on providing quality service. The report then delves into marketing orientations, identifying Addison Lee's adoption of marketing and communication strategies to enhance brand image. A detailed PESTEL analysis examines the macro-environmental factors influencing Addison Lee's operations, including political, economic, socio-cultural, technological, environmental, and legal aspects. The micro-environment, including competitors and internal factors, is also evaluated. The report further explores market segmentation approaches, highlighting Addison Lee's use of geographic and demographic segmentation. The marketing mix (7Ps) is analyzed, detailing Addison Lee's product offerings, pricing strategies, place, promotion, people, process, and physical environment. The report concludes with recommendations for improving marketing efforts, such as leveraging social media and celebrity endorsements, and emphasizes the importance of customer feedback for business expansion in the global market.

Running head: MARKETING AND COMMUNICATION
Marketing and Communication
Name of the Student
Name of the University
Author’s note

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Table of Contents
Assignment 1...................................................................................................................................2
1. Introduction:................................................................................................................................2
2. Task 1: Marketing orientation.....................................................................................................2
Task 2: Marketing environments.....................................................................................................3
Task 3: Marketing strategies............................................................................................................6
Task 4: Marketing Mix (7Ps)...........................................................................................................8
Assignment 2: Poster and Rationale..............................................................................................11
Part A: Poster:................................................................................................................................11
Part B: A rational to support the communication campaign..........................................................11

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Assignment 1
1. Introduction:
Addison Lee is one of the most prestigious private hire companies occupying a
predominant place in the realm of transport industry. This specific brand is providing effective
care services for more than forty years by reaching the passengers safely to their proper
destination. This particular business brand primary aims to provide superior quality of service
process to the customers. Addison Lee is primarily known as London’s largest executive fleet of
Mercedes cars with thousands of expertly trained drivers. Therefore, this specific brand has
achieved well recognition throughout UK (addisonlee.com 2017). Maintaining quality of
products and service can never be the purpose of a business organization. In order to receive
brand image and reputation the organization needs to focus on marketing and communication to
make an awareness of their brands. This very specific report has focused to make an in-depth
analysis about the importance of an effective marketing communication for business expansion
in the global market.
2. Task 1: Marketing orientation
A. Production, Product, Selling, and Marketing orientations
Production is the systematic process of transforming tangible materials like raw goods
and semi-finished goods into intangible one such as proper goods and services. Product can be
considered as good, idea, method or services that can be offered to the customers. Selling is the
last step in the chain of business commerce where an individual customer intends to buy a
product by offering certain amount of money (Kim et al. 2014). Marketing orientation is the

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broader concept of meeting the needs and demands of the customers through various product
mix. However, the four overarching terms production, Product, Selling, and Marketing
orientations are inseparably related to each other. An individual product manager has to be
concerned from raw material of products to selling for fulfilling the needs and demands of the
customers. The primary objective of market orientation is to fulfill the desires of customers by
developing 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 to
adopt marketing and communication. The primary purpose of adopting this specific market
orientation is to highlight the importance of marketing and communication in achieving brand
image and reputation (Wallnöfer and Hacklin 2013). Along with providing quality of products as
well as services Addison Lee has decided to use different marketing tools with the help of which
their brands and services has reached to the doorstep of global customers. Communication tools
and media vehicles are one of the most effective ways for expanding business process in the
global market.
Task 2: Marketing environments
A. Marketing environment analysis
In order to make an effective market analysis, marketing executives have to focus on
evaluating the environmental factors such as political, economic, socio-cultural, technological,
environmental and legal (Cornwell 2014). As per the political factors of UK, this particular
country has been considered as one of the most successful nations in terms of applying law and
legislations. As per the World’s banks’ governance indicator, this very specific country is

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recognized for its political stability. However, in order to expand the business process in the
market of UK Addison Lee does not have to face innumerable challenges. The customers do not
feel insecure in using the services of Addison Lee. UK’s economic status is well developed. As a
result, the organizational managers do not have to face challenges in setting the product price. As
this country is technologically advanced, passengers are flexible enough in booking cars from
Addison Lee. UK is constituted with the people of different cultural attitudes and backgrounds.
Therefore, the marketing managers have to focus on making their communication and marketing
strategy in such a way that it can draw the attention of people having different geographical
backgrounds and attitudes (Castronovo and Huang 2012). In order to run the business process in
transport industry the business experts have to be conscious about environment. In addition,
Addison Lee as one of the most reputed brands of UK has to follow some of the most effective
legal factors. The implementation of anti-discrimination act, data protection act, gender equality
acts, right to information act should be maintained within the business organization.

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Figure 1: PESTEL Analysis
(Source: Rice and Atkin 2012)
B. Macro environmental factors
Among most important five environmental factors the importance of two specific factors
are most prominent.
Economic factor:
Addison Lee is one of the most prestigious brands all over UK in the realm of transport
industry. This very specific brand has already achieved immense recognition in the soil of UK.
However, in past few years the interest rate of UK was very high. At that time, business experts
of Addison Lee has to face innumerable difficulties in paying their rate of interest for
maintaining a business (Khang, Ki and Ye 2012). After that recession, the current scenario of
economy in UK is compatible to allow the organizations like Addison Lee in maintaining
business process in different geographical areas.
Socio-cultural factors:
UK is endowed with the people of different cultural as well as psychological
backgrounds. The services that the business experts of Addison Lee provide to the customer is
not biased towards any specific culture or religious backgrounds (Parente, trausbaugh and
Hutchinson 2014). While making advertising campaign the marketing executives of Addison
Lee has decided to focus on different level of customers belonging to various cultures and
backgrounds in order to enhance the range of target market.
C. Micro environment

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A1 Cars, Trainline, Heathrow express and Ruskin Private Hire are the two strong
competitors of Addison Lee occupying a predominant place in the realm of international market
as well. These two brands primarily provide taxi services to the customers. One of the most
effective reasons due to which the business experts of Ruskin Private Hire have drawn the
attention of customers includes low cost services (Royle and Laing 2014). People belonging to
average level of income status are able to afford the services. In addition, in order to draw the
attention of customers from different the marketing experts of A1 Cars intends to use public
forum and social media network as one of the biggest platforms of collecting feedback regarding
needs and demands of customers.
D. Two internal factors
After analyzing the internal environmental of Addison Lee it can be stated that this
particular brand is possessed with effective internal resources both technologically as well as
financially. The entire business process of Addison Lee is dependent on advanced technology.
Customers with the help of application can book the ride. In addition, in order to expand the
business the marketing executives have decided to invest large amount of money for maintaining
effective promotional activities (Witkemper, Lim and Waldburger 2012). Addison Lee being
financially strong can easily use the various platforms of social media in order to reach the
doorstep of international customers. In addition, UK is technologically advanced country.
Therefore, the customers do not have to face difficulties in booking the ride with the help of
online application.
Task 3: Marketing strategies
A. The concept of segmentation

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Market segmentation is the systematic procedure of dividing the target customers from
the general one. In order to launch a specific business the business experts have to focus on the
target market based on which the products and service process is designed. Addison Lee focuses
to segment the target customers as per geographic demographic and psychographic presentation
(Lusch and Vargo 2014). In order to run the entire business process for drawing customers’
attention Addison Lee has segregated their customers as per three above components.
B. Segmentation approaches
Among three four approaches Addison Lee has primarily focused to adopt geographic
segmentation approach and demographic segmentation approach as one of the best approaches.
Geographic segmentation:
Addison Lee in order to expand their entire business process in various boundaries of
UK primarily focused to target the people belonging to London, Manchester, Bristol, Glasgow
and so on. Large number of people in quest of visiting tourists spot intends to hire cabs for going
to proper destination. Therefore, Addison Lee targets to reach those areas where people have the
strength to hire cabs.
Demographic segmentation:
Demographic market segmentation primarily involves the age group of people along with
their income level. Addison Lee in order to target the customers have decided to focus on the
age group of 16 to 40. Most of the people while availing their office or anywhere else tend to
hire cabs. In addition, people who have come for visiting the tourist spots of UK have also

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targeted those customers (Blakeman 2014). One of the most effective advantages in using the
service of Addison Lee is that price range is very much affordable.
Figure 2: Target market segmentation
(Source: Abrams and Sackmann 2014)
Task 4: Marketing Mix (7Ps)
A. Addison Lee’s marketing mix (7Ps)
Marketing mix is nothing but the combination of factors with the help of which an
individual consumer get influence in purchasing brands. On other way, marketing mix can be
stated as one of the most effective strategies and policies for promoting the brand in different
geographical markets. 7P’s of marketing mix strategies include product, price, place, promotion,
people, process and physical environment. Addison Lee has rendered variety of products within
the services in order to draw the attention of both high cost customers as well as low cost
customers (Rawal 2013). Cab Service, Mini Cab, Private Jets are the variety of products with the
help of which Addison Lee has drawn the attention of large number of customers.

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The price range that Addison Lee has set for the customers is very much affordable for
low cost of customers as well. The customers are very much able to book the car with the help of
internet by sitting at anywhere. Social media as well as electronic media are the promotional
tools with the help of which customers can gain an overview about service process of Addison
Lee. By providing a healthy workplace environment to the employees marketing managers of
Addison Lee intend to take collective decision (Wang, Yu and Wei 2012). As a result, both the
employees and the managers can equally participate in providing effective services.
Figure 3: 7Ps of marketing mix
(Source: Rawal 2013)
B. Recommendations
After conducting an in-depth analysis about the various aspects of marketing and
communication, some of the major recommendations can be provided:

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 Addison Lee should promote the business promote the business process by using the
popularity of social media more effectively. As a result, the brand would be able to draw
the attention of international customers
 The impact of celebrity endorsement is high in drawing the attention the attention of
large number of customers. Therefore, it can be recommended that Addison Lee use that
particular promotional strategy in order to drag customers’ attention
 The marketing managers should focus on collecting the feedback from customers more
effectively. Social media or public forum can be used in order to gather feedback from
the customers in order to get an overview about the current needs and demands of the
customers.
Conclusion:
This very specific study has focused to provided in-depth overview about the importance
of effective marketing and communication from introducing the brand in the international
market. By making an effective market segmentation strategy and policy, Addison Lee has
focused to expand their entire business process beyond going the regional market of UK. In order
to achieve brand image and reputation the study has focused to discuss marketing mix strategies
and policies as well.

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Assignment 2: Poster and Rationale
Part A: Poster:
(Poster has been attached in separate file)
Part B: A rational to support the communication campaign
1. An explanation of the Promotional Mix theory
7Ps of marketing mix has been selected as one of the most effective promotional mix
theory for this very specific study. In order to highlight the product, price, people and
promotional aspects of Addison Lee 7ps of marketing mix theory is highly significant. After
evaluating 7ps of marketing mix theory, the business experts have made an effective evaluation
on how to communicate the target market. After segregation of 7Ps, the marketing managers
have reformed the marketing communication strategy for fulfilling the current needs and
demands of the customers.
2. A discussion of how the promotional mix theory was used to decide selection
Based on the 7ps of promotional mix theory the study has focused to select the target
group, the age of target market and income level of the target group. In order to draw the
attention of different target customers the role of 7ps is undeniable.
3. A description of the target audience and the response sought

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In order to segregate the target audience an effective STP analysis has been conducted.
The marketing managers have segmented the target group as per geographic, demographic and
psychographic segmentation. Response of the target group has been collected from specific
geographical backgrounds such as London, Manchester, Bristol, Glasgow. Addison Lee on the
other hand has focused to target the customers from 16 to 40 groups of ages. It is also undeniable
that people having average income status can easily use the service process Addison Lee.
4. An outline of the chosen channel and justification
Electronic media vehicles have been chosen for multiplying the promotional messages of
Addison Lee beyond going the regional geographic markets. However, it is undeniable that
electronic media is not sufficient in distributing the products in various markets. Therefore, the
marketing managers of Addison Lee have decided to use social media platforms for dragging the
attention of people from different geographical areas. The realm of social media platform is wide
in range. People belonging to different geographical backgrounds can be aware of the products
and service of Addison Lee after using social media in promotional activities.
5. An explanation of the communications key message
The primary objective of Addison Lee is to provide effective service in affordable price
range. Therefore, the key messages that Addison Lee want to circulate in different geographical
areas of UK include:
 Maintain gender equality while providing services within transpiration system
 People have every right to provide negative feedback against quality of brands or services
 Use the services in affordable prices

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6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the
promotion and key message you have chosen will achieve Addison Lee’s objective
Attention:
In order to draw the attention of customers the service providers intend to place the
advertisement in an unexpected place so that people can focus on that advertisement. Addison
Lee has followed the same strategy in placing their brand campaign in different unexpected
places so that customers can pay their attention.
Interest:
The marketing executives have to focus to make low price of their brand of Addison Lee
so that customers show their interest in purchasing the services. The primary objective of the
business experts was to focus on both high cost customers and low cost customers. Therefore,
serving low cost product and services is the only way of drawing the attention of different level
of customers.
Desire:
In order to create desire on the customers Addison Lee has focused to promote their
brand with the of social media channels. Various designs of products as well as services have
been highlighted on the social media pages. As a result, the customers can show their desire and
level of expectation for purchasing the brand.
Action:
Collecting continuous feedback from the customers for knowing their current trend is the
primary action taken on behalf of Addison Lee. In order to gather necessary data and information

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the marketing managers of Addison Lee have focused to use public forum, social media pages
for drawing the attention of global customers.
7. An explanation of how feedback will be collected
The organization like Addison Lee wants to collect necessary feedback from various
reliable resources such as social media platform, public forum as well as from direct marketing.
Social media platform and direct marketing is the only way of gathering necessary data and
information from various customers from different geographical backgrounds. On the other
hand, direct marketing is the means of making face-to-face communication and collecting direct
feedback from the customers.

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