Just Eat vs. Uber Eats: Marketing Mix, SWOT, and Marketing Plan

This report provides a detailed comparison of Just Eat and Uber Eats, two major players in the online food ordering and delivery market. It begins with an introduction to the marketing mix, defining its elements and importance for business objectives. The report then compares the two companies across the marketing mix elements: product, price, place, promotion, people, process, and physical evidence. A SWOT analysis of Just Eat is also included, evaluating its strengths, weaknesses, opportunities, and threats. Furthermore, the report delves into the PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors affecting Just Eat. Finally, the report concludes with a marketing plan, outlining strategies to achieve marketing objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Comparison between organisation by making use of marketing mix for attainment of
organisational objectives........................................................................................................1
Task 2...............................................................................................................................................7
Marketing plan........................................................................................................................7
CONCLUSION..............................................................................................................................11

INTRODUCTION
Marketing mix refers to foundation of model for businesses. It is defined as set of
marketing tools which are used by firm for pursuing their marketing objectives within a target
market (Achrol and Kotler 2012). Basically, it is set of tactics or actions which are used by
organisation for promotion of their products within market. Strategies are formulated with
respect to services which are being produced by organisation. This report is based on Just Eat
which is an online food ordering as well as delivery services which acts as intermediate among
independent take-out food outlets and their potential customers. It was founded in 2001 by Jesper
Buch and is headquartered in London, United Kingdom. They render their services in 13
different countries and enables customers to search for restaurants & make their orders. This
report comprises of comparison between Just Eat and Uber Eats in terms of their marketing mix.
Along with SWOT analysis have also been carried out for formulation of goals and objectives.
Furthermore, marketing plan is produced with respect to marketing objectives.
Task 1
Comparison between organisation by making use of marketing mix for attainment of
organisational objectives.
Marketing mix refers to mixture of manageable marketing variable which organisation
utilises for pursuing their sales within target market. Generally, it is defined as a marketing tool
which aggregates various components for solidifying and strengthening product's brand by which
their sales can be improvised. In this various plans and ideas are followed by marketing
representatives for promotion of specific brand or product (Aschemann-Witzel, de Hooge and
Normann, 2016). Its major elements include: product, price, place, promotion, people, process
and physical evidence.
Overview of organisation
Just Eat: They are leading global hybrid marketplace for delivery of food through online
medium by providing customers with secured as well as easy way for ordering and paying for
food from restaurant partners. They lead innovation across industry, this makes them to connect
with more than 100,000 local restaurant partners who serves more than 100 different cuisines by
providing them with unrivalled choices of people. Their revenue in 2018 was £779.5 million and
possess around 3600 employees.
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Uber Eats: It is an American online food ordering organisation. It was founded by Travis
Kalanick in August 2014 and is headquartered in California, U.S. This was launched by Uber
and has also launched their software, own application. In 2018, organisation have tripled their
workforce within their European markets and the reports also claimed that they delivered their
services in around 20 countries in 200 cities.
Comparison between marketing mix of Just Eat and Uber Eats
Product: It denotes the unit which organisation wants to supply. Depending upon the
product it can be either tangible or intangible (Bai and Chang, 2015). Products like consumer
goods are tangible such as toothpaste. On the other hand, intangible products comprise of
services such as tourism repairs, delivery, etc. Tangible products possess certain characteristics
like how they can be used, contents, warranty, services, manufacturing dates and expiry dates of
products. Along with this, characteristic of products differentiate them from other products.
Just eat: It is a world leader which also renders online and mobile food ordering. Along
with this they provide safe as well as secure way for ordering and paying for food from their
partners.
Uber Eats: They provides customers with online as well as mobile food ordering system.
They have started their services with 1000 restaurants within four cities. At present scenario they
provide their customers services from more than 40,000 restaurants across the world.
Price: It denotes the amount which is paid by customer for services and products. If the
quality of products is good then it provides worth for money and it also becomes easy to retain
their customers in future (Baker and Magnini, 2016).
Just eat: They charge their customer for every order which has been made by them. It
comprises of 14% + VAT. They are making use of competitive based pricing strategy. They sell
their products at higher prices as compared to their competitors as they are more features.
Uber Eats: The delivery charges which are offered by them are £4 approximately as a
minimal payment before Uber's service fee. Fees vary depending upon the ways in which they
are being delivered. They make use of geographical pricing.
Place: It denotes the location from where an item can be brought up and are made
available at wanted place as well as time (Blythe and Martin, 2019).
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Just eat: They make their products available through two marketing mediums. The major
channel is online website and other is selling to wholesalers. They are present in over 500
retailers within country. Just eat have a network of around 500 suppliers.
Uber Eats: They depend upon network and do not have many offices. There exist only
head offices within major cities. They are headquartered at San Francisco. While other places
have virtual stores like e-market and e-mails.
Promotion: It refers to creation of awareness among customers with respect to products
which are furnished by organisation (Burns, Bush and Sinha 2014). It comprises of different
major elements, they include sale promotion, public relation advertising and personal selling.
Just eat: They are responsible for promoting their business via means of TV, apps, on-
line, mobile phones, etc. Management of Just Eat also make use of social media platforms like
Twitter, Facebook and Youtube as they are widely used at present scenario.
Uber Eats: They make use of traditional media like radio, television, etc. Along with this,
they can also make use of social media platform for making people aware about services which
they will be providing to their customers. They make use of Facebook and Instagram for giving
their advertisements.
Process: It is defined as method which renders services and goods. These includes
management of sales, after sale service and processing of orders (Clow and James, 2014).
Just eat: They operate at leading global hybrid market place for online food delivery by
providing customers with a secure and easy way for ordering as well as paying for food from
restaurant partners.
Uber Eats: In similar manner, they also comprise of making orders from delicious dishes
from local restaurants and delivering them quickly 24*7. Through online medium orders are
made by customers, the people of restaurant takes the order and process it according to
specifications given to them. Then, they are delivered to the customers within specified time.
People: They includes staff who are responsible for furnishing services and goods.
Customers also comes in people as they give their specified requirements to organisation (Ellis-
Chadwick and Doherty, 2012).
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Just eat: They have outstanding team and they aim at creating world's largest talent. They
include employees who render quality as well as timely services to their customer's. Management
of Just Eat possess different teams who are responsible for carrying out diverse operations like
collection of raw materials, some groups comprises of customer service department, sales team
and many others.
Uber Eats: They have well qualified as well as experienced employees who aims at
furnishing high quality services at given moment of time.
Physical evidence: It denotes to everything which customers look forward to while
carrying out interaction with organisation (Gummesson, Kuusela and Närvänen, 2014). It
comprises of physical environment in which services and products are provided, branding,
packaging and interior design.
Just eat: Just eat want that people should memorise them with respect to what they are all
about along with remaining consistent with images and logos. It also includes colour which has
been used by team of Just eat for promotional materials and packaging. For an instance, this
includes uniform of staff, physical goods, packing, signboards, outlets, logo on transportation,
letterheads, etc.
Uber Eats: The physical evidences are similar to Just eat. Like packaging of services,
their logo and images.
Situational analysis of Just Eat
For carrying out operations effectively it is crucial for an organisation to take into
consideration various situations which prevails within organisation (Hansson, Wrangmo and
Solberg Søilen, 2013). For this SWOT analysis can be carried out through which internal factors
can be analysed. Along with this, external factors can be evaluated by usage of PESTLE
analysis.
SWOT Analysis: It refers to methodological approach which is used for analysing
strengths, weaknesses that are possessed by an organisation along with this opportunities and
threats which are faced by them. This provides an insight into factors which influences
operations of firm. With respect to Just Eat, there SWOT analysis has been provided below:
Strengths Weaknesses
 Just Eat has a strong market leadership  AI and internet have altered the way in
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position within computer service
industry through which they can easily
scale success of their products.
 Human resources are crucial part within
success of organisation, they have
highly skilled staff (Jüttner and
Christopher, 2013).
 They render thorough product mix
options to their customers which aids
organisation to carry out their
operations within online business.
which this industry provides these
services as they require high cost for
formulation of new supply chain as
well as logistics network.
 High turnover of employees due to low
salary.
 They make less investments within
customer oriented services. Just eat
need to make effectual investment
within R&D.
Opportunities Threats
 Low inflation rate will lead to bring
enhanced stability within market, this
enables credit at low interest rates so
that they can be attracted towards their
services.
 By opting for online services, new
services can also be provided by them.
 Just dial can take into consideration
continuously changing needs of their
customers by adoption of technological
products.
 Trade relation among China and US
will affect growth plans of Just Eat.
 Competitors are catching up with
development of products as well as
innovations within computer service
segment.
PESTLE Analysis: It is proposed by professor Francis Aguilar for carrying out external
analysis with respect to data which is available. This provides valuable insight into operating
challenges which are faced by organisation. Just Eat carry out their operations within dynamic
environment where they are affected by numerous factors (Ko, Hwang and Kim, 2013). They are
illustrated below:
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 Political factors: It plays crucial role for identification of factors that impact Just Eat
with respect to long term profitability within market. They are carrying out their
operations in different countries with diverse political system risks and political
environment. Just Eat must acknowledge political system risks and environment before
they furnish their services in specific market. In this aspect trade regulations, tariff related
with customer services, political stability and level of corruption must be evaluated by
Just Eat before they enter within a market.
 Economic factors: They comprises of exchange rates, consumer disposable income,
inflation rate, etc. At present scenario, government of United States have enhanced
investment within development of core infrastructure which will benefit and improvise
business environment (Kozlenkova and et. al., 2015). Just Eat can make use of economic
factors of country such as inflation, growth rate and spending of customers. Within
economic factors organisation need to take into consideration intervention of government
within free market as well as customer related services, stability of host country as well
as labour cost and productivity within economy.
 Social factors: Culture of society and the way in which things impact environment of
organisation are illustrated in this. Just Eat needs to acknowledge preferences of customer
within market. Management of organisation must analyse skills as well as demographics
of population. Along with this, culture, power, hierarchy, class structure and preferences
within organisation are also taken into consideration by Just Eat.
 Technological factors: The latest technologies are reducing servicing as well as
production cost, for this Just Eat need to have flexibility in their supply chain to
acknowledge both cost structure as well as needs of customer (Kotler and et. al., 2017).
Just Eat needs to keep a closed eye on enhancement as well as development of experience
of user with respect to enhancement in access as well as speed. Just eat is furnishing their
services through online medium and for this they are entirely dependent on technology.
Without this their customers cannot make orders as well as entire process will be
complicated by usage of manual methods.
 Legal factors: Just Eat need to acknowledge norms which are formulated by government
with respect to health and safety. Along with this, data protection laws and intellectual
property laws are used to secure patents as well as ideas of organisation. Discrimination
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laws are formulated by government for protecting employees and make sure that every
individual is secured within working environment.
 Environmental factors: Renewable technology renders effectual trends within online
sector. Regular scrutiny by environmental agencies adds in the cost of operation of
organisation (Lane, 2016). Environmental norms are also changing which leads to
variations in priorities of innovation within product. They are designed as per
environmental expectations and standards rather than focusing on traditional value
propositions. Waste management for units close to the urban cities have gained
importance for players like Just Eat. US has formulated certain norms for waste
management within urban areas.
Task 2
Marketing plan
Marketing plan comprises of various kinds of actions as well as elements which are
needed for taking into consideration by an organisation while carrying out their operations within
market (Lipsman and et. al., 2012). With respect to this, marketing plan has been formulated
which acts as a blueprint that is needed to be completed by an organisation to acquire higher
growth.
Significance of marketing plan for Just Eat
With respect to Just Eat appropriate by implementation of marketing plan, organisation
will be able to carry out their operations within enhanced manner which will aid them to carry
out their services and products within proper manner. This will assist organisation to achieve
their target as well as goals within best possible way with assistance of proper strategies and plan
(Malhotra, Birks and Wills, 2013).
Marketing plan for Just Eat
Vision: They want to serve their customers in enhanced way which will lead them to
build trust as well as loyalty in effectual way.
Mission: To make use of major assets which are being provided by them to render
qualitative services.
Marketing objectives
 Company operates their functions with major purpose to have 15% sales within 5 months.
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 To develop services provided by them (Just Eat) by which market share can be increased
by 26 percent in coming 3 years.
 Enhance efficiency of product that will assist them to innovate products in a market place
in next 5 months period of time.
STP process in a marketing plan with the consideration of which Just Eat can able to segment
their product range in best effective manner:
Segmentation according to this process company is required to classify their each
product range as to satisfy customers with test this process can be done with assistance of few
elements like demographic approach, geographical approach, behaviour approach and
psychographic approach (Matanda and Ndubisi, 2013). With reference to Just Eat, they can
segment their market according to demographic aspect.
Targeting in this company target young age group individuals as to achieve high term
growth efficiency.
Positioning promote their existing products and launch new product in order to gain
height of attraction of their customers. Just eat can collaborate with other restaurants within
market by which they will be able to provide their customers wide range of food products.
Marketing Mix
It is one of the most crucial component of the organisation which will aid organisation to
have attractive position within market. It will enable Just Eat to make effectual use of resources
as well as tools through which overall effectiveness can be enhanced within marketplace. The
elements of marketing mix have been defined below:
Product: They provides services via usage of mobile food ordering system. In this aspect
they have collaborated with different partners i.e. restaurants who furnish their services for
customers. They have provided their customers with an easy way to order food and make
payment for the same.
Price: The current pricing strategies make use of competitive based pricing. The reason
behind this is that people look for quality services and do not looks for money. Just eat offer
wide range of products with great quality thus, they set representative good value to their
products and services that holds worth value for money. Organisation take use of raw material
which is affordable in cost. It lead towards offering product and services to customers in
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cheapest way as to gain large number of customers base in a short span of time (Baker and
Magnini, 2016).
People: Within Just Eat they have different departments who are responsible for carrying
out their operations within specific area (Aschemann-Witzel, de Hooge and Normann, 2016). For
enhancing effectiveness of their employees they provide effectual training to their employees on
the basis of sector in which they render their services. Along with this management of Just Eat
also needs to give appropriate incentives to their employees by which they can be motivated to
meet their target as well as accomplish their responsibilities in best possible manner.
Promotion:
Just eat operate their business as a leading global hybrid within which they offer online
food delivery option to customers as to provide them a easiness and secure way to buy
commodities (Bai and Chang, 2015). As company have average ratio of 2,107 per order
restaurant in the year 2018 thus, entity wants to increase this ratio at high speed in order to gain
more market shareholding. For this they take advantage of numerous form of online selling
method along with various other form of sales and personal selling promotion modes. Company
believes that in recent days, Social media acts as a key essential tool with the help of which they
can reach for large number of customer base. Thus, they use Facebook pages, Blogs, Instagram
as promotional tool through which they attract large base of customers towards organisation
services and products.
Place:
Just eat in order to reach out to maximum customer’s base conduct their business with
other restaurant partners that effectively allow them to serve more consumer base. It further
helps them to improve their standard in online food ordering industry.
Physical Evidence:
Each and every business industry whether they operate their services via online or
physical mode have physical evidence. Just eat offer attractive online website that effectively
attracts customers at first sight. This help customer to make a judgement in context with any
product and service (Blythe and Martin, 2019). With physical evidence Just eat featured its
website and pop up advertisements with attractive colour, theme, and size. Along with this in
order to attract customers via different online social media tool just eat take advantage of
beautiful and attractive wallpapers and colour combination. In addition, with this impressive
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layout company design their advertisement pages in possible attractive way. By offering all these
attractive measures just eat cam effectively able to grab attention of customers from different
locations in large base (Burns, Bush and Sinha 2014). This will simultaneously lead them
towards increase their market stability for long long along with make further increment in their
productivity and profitability ratio.
Process: They need to make sure that their services are available 24*7 without any extra
efforts made by their customers. For this they need to ensure that their employees are carrying
out their operations in enhanced manner. They take order from customer through online medium
and delivers it them within stipulated time duration (Clow and James, 2014). They need to have
efficacious systems through which they can have timely delivery of services. Along with this
they look forward to innovative ways through which their processes can be improvised in terms
of cost and efficiency.
Marketing Budget
Particulars First year Second year Third year Fourth year
Initial money 7000 4000 5000 5000
Investment 11000 10000 8000 4000
Total 17000 14000 13000 9000
Marketing outlay 17000 3000 2000 7000
Promotion 4000 1000 3000 2000
Sales publicity 3000 3000 2000 2000
Direct selling 6000 3000 2000 1000
Total 30000 10000 9000 12000
Resource allocation in this company is required to plan the resource allocation strategies
with the help of which they can easily able to allocate resource that can further help to
accomplish goals in appropriate period of time.
Monitoring and control in order to effectively accomplish objectives within marketing
it is essential for HR manager of Just Eat to take advantage of proper marketing budget (Ellis-
Chadwick and Doherty, 2012). With the help of this they can able to control and monitor
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