Report on Marketing and Communication Strategies for Addison Lee

This report provides a detailed analysis of Addison Lee's marketing and communication strategies. It begins with an introduction to marketing concepts and the evolution of marketing orientations, identifying the marketing orientation adopted by Addison Lee. The report then examines the marketing environment, including macro and internal environmental factors, and identifies key competitors. It delves into marketing strategies, focusing on market segmentation approaches and their importance. Furthermore, the report explores the marketing mix, identifying the 7Ps and offering recommendations for optimizing the marketing mix. The analysis covers various aspects of Addison Lee's business, including customer behavior, competitive analysis, and market segmentation. Overall, the report provides a comprehensive overview of the marketing strategies employed by Addison Lee and offers insights for improvement.

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Contents
Introduction.................................................................................................................................................3
Task 1 Evolution of marketing....................................................................................................................3
Marketing orientations concepts..............................................................................................................3
Orientation adopted by Addison Lee.......................................................................................................4
Task 2 Marketing environments..................................................................................................................4
Marketing environment analysis..............................................................................................................4
Macro environment of Addison Lee........................................................................................................5
Key competitors......................................................................................................................................5
Internal environmental factors.................................................................................................................5
Task 3 Marketing strategies.........................................................................................................................6
Market segmentation and its importance.................................................................................................6
Segmentation approaches........................................................................................................................6
Task 4 Marketing mix.................................................................................................................................7
Identification of 7p’s...............................................................................................................................7
Recommendations to marketing mix.......................................................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

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Introduction
Marketing is the mechanism which can be adopted by the business corporation for promoting
and spreading awareness about the products and services of the entity. Marketing enhances the
brand equity and the market share of the concerned products (Baker, 2014). This hike in the
market share gets reflected in the increased sales and profitability of the firm. The business entity
should develop appropriate marketing plans and strategies and accordingly communicate the
same to the target audience. Proper communication is very essential in the process of marketing
hence it will develop a clear idea about the products and services in the minds of the targeted
consumers and which will aid in the generation of will to purchase. The communication process
assists the concept of marketing in several aspects. The communication process has been
considered as the medium which conveys the details of the concerned products and services to
the target market and consumers. Transferring the required details of the products to the
consumers has been considered as a crucial and significant concept for the process of marketing.
The communication or the messages stimulate the decision making of the consumers and tends
them to buy the marketed product. The below-executed report has been analyzed for Addison
Lee which is a private hire services provider company. The business entity has been planning to
expand business in London and hence the below-presented report has been analyzed for
evaluating the approaches and concept of marketing and communication.
Task 1 Evolution of marketing
Marketing orientations concepts
The concept of marketing orientation has been concerned with the philosophy of a company
which has been made focused on discovering and meeting the requirements of the customers.
The below mentioned are the integral concepts of marketing orientation (Bukhari and Kazi,
2016).
Production concept: This concept is mainly concerned with the production process and the
product. The prime idea of the concept is that the target consumer will buy the product which is
easily available and is also affordable. So as per this concept, Addison Lee should have an
objective of enhancing the production and distribution efficiency.
Product concept: This concept is totally focused towards the product, making it better, nicer and
cheaper. The concept ignores the customers’ needs as it directly starts from product and the
entity makes the attempts to sell the product to the consumers. The main aim of the concept is to
improve the product.
Selling concept: The selling concept is concerned to the selling of the products and services to
the consumers (Chang, 2016). Less significance is given to the consumers or their types and

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requirements. The concept starts from promoting the products and later focus is on searching the
potential consumers.
Marketing concept: This approach is concerned with fulfilling the needs of the marketing
strategy. The concept also focuses on developing long-term relations with the consumers and
knowing the needs and wants of the consumers and fulfillment of the same is also done. The
promotion and advertisement of the products is the main concern of the concept (Chernev, 2014).
Orientation adopted by Addison Lee
On the basis of the research, it has been observed that the business entity has been making use of
the Marketing orientation concept. The business entity has been focusing towards development
and improvements in the products (Coronel and Morris, 2016). This has to be done for
enhancing the customer experience. Heavy investments have been made by Addison Lee in
reflecting the specializations of Uber London. The below mentioned are the examples which
determine the adoption of the product orientation concept by Addison Lee:
The business entity has mainly focused on bringing advancements in the products and the
services. Heavy investments have been made by the entity in reflecting the features of Uber
London. The features are off-peak weekend fares, sharing ETA and driver tipping.
The organization also unveiled new feel and a premium look. The new logo and a color palette in
yellow, black and slate were introduced which signified commitment of offering quality and
services to the passengers.
Task 2 Marketing environments
Marketing environment analysis
The term marketing environment analysis has been made concerned to the process of
identification of the internal and the external elements which are liable in stimulating the
business environment of the organization (Czinkota and Ronkainen, 2013). The analysis also
entails the assessment of the intensity of the threats and the upcoming opportunities. This
analysis aids the entity in the decision making process and alignment of the strategies is also
done on the basis of this analysis. Addison Lee will be benefited by analyzing the marketing
environment on various aspects. The below mentioned are some of the benefits which will be
gained by Addison Lee after analyzing the marketing environment:
 The business entity will be able to identify the present strengths and weakness and also
the upcoming threats and available opportunities if any.
 The firm will also be able to get a clear idea about the available resources and also how to
make optimum utilization of the available resources (Dunning, 2012).

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 A systematic analysis if conduct will enable the entity to bring a boost to the strengths,
minimize the weakness, grabbing the opportunities and tackling the rivals. This all will
enable the firm to survive and grow in the business environment.
Macro environment of Addison Lee
The macro environmental analysis will enable the entity with the factor or the elements which
can be considered as liable in stimulating the organization and the operations.
Economic factors: As UK shares a strong economic position and also has a high GDP (Dunning,
2014). There is varied range of elements which will affect the marketing decisions of Addison
Lee. A Large population with the diversified and strong economy can be considered as one of the
economic factors which will aid the entity and will also be proven beneficial while making
marketing decisions. Large population and that too with a strong economic condition will enable
the entity to have large target markets and diverse consumer segments. This can be considered as
an opportunity for the business corporation.
Sociocultural factors: This factor is one of the significant aspects of the macro environment. The
entity has `high social standards in the UK which leads to better and all-round circumstances
(Hollensen, 2015). The economy is densely populated with 64.1 million inhabitants and high
standard of living is the two sociocultural factors which are positively supporting the marketing
decisions at Addison Lee.
Key competitors
Competitors have been considered as an integral element in the business environment who are
capable of stimulating the marketing trends of a competing business entity (Laudon and Laudon,
2016). The below mentioned are the prime competitors of Addison Lee and are also considered
as liable in imposing impacts on the business of the firm:
Uber is one of the well-renowned name in the sector of transport services and has also been
observed that it is one of the biggest competing brand name of Addison Lee. Uber has high
standards in offering services and diverse range of well-trained and verified drivers. Moreover,
Uber Black is one of the high standard services. These all elements of the business can be
considered as the threat for Addison Lee.
Chicago Messenger Service, Inc. is another brand name which has been considered one of the
top competitor of the business corporation (Lusch and Vargo, 2014). Chicago Messenger Service
has been offering transportation services in the Midwest region. The popularity and the quality of
the service are the two factors which can be considered as the threats for Addison Lee.
Internal environmental factors
The below mentioned are two key internal factors which are held liable for stimulating the
business environment of Addison Lee:

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Customers: The term has the greatest significance for any of the business entity and is also held
liable in stimulating the business environment of the entity. Addison Lee shares the huge amount
of benefit due to this factor which is present in the internal environment. Due to the high density
of population, the business corporation has large consumers segments and which has enabled the
firm with a greater market share (Meyerson, 2015). Moreover, due to a strong GDP, the standard
of living of the population is high which entails them to enjoy a good livelihood. And this
internal factor can be considered as the strength for the business firm.
Workforce and the unions: The business entity has been operating the business functions
throughout the UK (Meyerson, 2015). A high density of population offers the entity with a
diverse range of workforce which are well-trained and verified and can also be considered as the
strength of the business corporation.
Task 3 Marketing strategies
Market segmentation and its importance
The term marketing segmentation is the business approach which can be adopted by the business
corporation for creating a division in the consumer (Pasquier and Villeneuve, 2017). This
segmentation develops a divide between the potential customers so as to aid the entity to target
the products as per the features and the requirements of the cons0umrs inn the different
segments. The biggest benefit is offered to the marketing team as this process aids the team in
developing a customized marketing mix for the products of the company. The marketing
segmentation is the process which enables and the entity to reach the precisely to a specific
group of consumers as per their needs and wants (Peck et al., 2013). This mechanism also aids
the entity for the longer run as it makes optimum utilization of the available resources and makes
better strategic marketing decisions.
Segmentation approaches
The mechanism of marketing segmentation has been considered as the key input for the
marketing planning process of a business corporation. Identifying the market segments has been
considered as a crucial issue (Terpstra, Foley and Sarathy, 2012). There are no best ways to
develop market segmentation and hence the managerial staff of the firm is expected to adopt the
segmentation approaches for developing marketing segmentation. The below mentioned are the
two marketing segmentation approaches which can be adopted by Addison Lee for creating
marketing segmentation:

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Figure 1 Segmentation approaches
(Source- Segmentation approaches, 2017)
Consumer characteristic approach
This segmentation approach has been made focused and is based on the characteristics of the
potential consumers. Consumer characteristics or personal segments are totally based on the
factors like geographic, psychographic and demographic (Verbeke, 2013). These segments
are based on the features of the consumers which are related to the Location of the consumers,
what they are and about their behavior. The below mentioned is the description of the
characteristics of the consumers:
Consumer response approach
This approach has been considered as one of the most integrated approaches for the concept of
marketing segmentation which can be adopted by the business corporation while developing the
consumer segmentation. This approach is also same as the consumer characteristics approach.
The approach is totally based on the consumer responses and feedbacks are based on various
elements which are considered as integral for the consumer. The main focus is provided on the
question that why the consumer is buying the product (West, Ford and Ibrahim, 2015).
Consumer response has been considered as very much significant while creating marketing
segments. The whole concept is based on the responses such as benefits, usage, occasions, and
loyalty.
Task 4 Marketing mix
Identification of 7p’s
The marketing mix is the strategy which can be adopted by the business corporation and it can
also be termed as the set of actions or tactics which can be used by the company for promoting

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the products and services in the market (Zhu and Geng, 2013). The main components of the
marketing mix strategy are products, price, place, and promotion. Moreover, the extended
marketing mix strategy consists of the people, process, and physical evidence.
 Products: Car services, courier, airport transfers and transportation services are some of
the major services offered by the business corporation. The business entity has expanded
the business to a greater limit and offers a varied range of services in the UK and other
regions too. The products and services are easily accessible and this offers the consumers
a high level of convenience.
 Price: As the business entity offers a varied range of services there is a variance found in
the prices of the services offered by the firm. For instance, the cab services offer normal
prices whereas the executive services are quite expensive in comparison.
 Place: This term refers to the distribution of the services by the firm. Addison Lee offers
the various services mainly in the UK and has been expanding the business operations in
the other regions all over the globe (Addisonlee 2017).
 Promotion: Business Corporation has been making use of contemporary means of
promotional tools and mediums for marketing the services all over the globe. For
instance, digital media and internet can be utilized by Addison Lee for promoting the
services.
 People: Due to a highly dense population the business entity has a varied and diverse
range of workforce. For instance, the cab drivers are well-trained and verified.
 Process: The business corporation is majorly involved in the process of offering
transportation services to the service users.
 Physical evidence: The entity operates the business operations through the offices in the
main cities of UK, but most of the business is carried out through the applications .i.e.
online.
Recommendations to marketing mix
The below are the changes or the recommendations which are required to be implemented by
Addison Lee for attaining the target of 3% growth in their car service business by targeting 16-25
years old.
 Product: The quality of services should be kept in focus and improvements should be
made regularly so as to enhance the customer satisfaction level. Diversification should be
expanded and new products line should be introduced by the business corporation, for
instance, new segments in the cab services should be introduced such as share cabs which
will be easily affordable by the middle and low-income group people.
 Price: Already the business entity has been offering the services at affordable price range
but then also the firm can adopt some additional pricing strategies for attaining the goal
of the increase of 3% in the car service business. Offering discount coupons and schemes
will be proven a beneficial change in the pricing strategy.

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 Promotion: The firm should start making use of local mediums of promotion and
advertisement so as grab the attention of the locales. This change can be added to the list
of attainment for the attainment of the pre-determined goal.
Conclusion
After summing up the above-presented report it has been inferred that marketing and
communication are the two integral components which are considered as very much significant
for the success and growth of the business corporation. The above report has been made focused
on Addison Lee which is a multinational brand name of the UK which specializes in offering
transportation and other related services to the service users.

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References
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https://www.addisonlee.com/services/standard-cars/.
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Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor &
Francis.

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Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
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West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
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