Developing a Marketing Plan: Uber Eats and Competitor Analysis

This report delves into the marketing processes and planning of Uber Eats, examining its operations and role within the wider organizational context. It explores the concept of marketing, including its various areas and the crucial role it plays in achieving business objectives. The report then analyzes how the marketing function interrelates with other departments such as human resources and finance, highlighting their interconnectedness. Furthermore, it compares the marketing mix strategies of Uber Eats with those of its competitor, Just Eats, focusing on product, price, place, promotion, people, process, and physical evidence. The analysis provides insights into how Uber Eats applies the marketing mix to its planning process to achieve its business objectives, drawing conclusions about its effectiveness and offering recommendations for improvement. The report is based on the provided assignment brief for BTEC Level 5 Higher National Diploma in Business Unit 2.

Marketing process
and planning

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
P1. Explain the concept of marketing and marketing operations including the different areas
and role of marketing...................................................................................................................1
P2. Explain how the marketing function relates to the wider organizational context.................2
P3 Compare the ways in which different organization apply the marketing mix to the
marketing planning process to achieve business objectives. ......................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing and planning is one of the most important function which is followed by an
organization in relation to activities that is based over sales and promotion with customer
relations. It helps in making organization develop better business environment in relation to
competition and customer engagement with various marketing departments making revenue and
productivity of organization increased. In this report the selected organization is Uber eat which
is an online food delivering organization and has been formed in the year 2014. The organization
has been operating form California US. The organization makes delivery of various food items
form restaurants and other food joints with quality delivery services making customers engage
and satisfied. They believe in zero wastage policy and most of products are US sourced that
consume less cost of production. Further, marketing mix and planning process has been
explained which is important for an organization to achieve goals and objectives.
MAIN BODY
P1. Explain the concept of marketing and marketing operations including the different areas and
role of marketing
Marketing is one of the most important concept which has been used over activities that
makes high profitability within market attained by an organization. It becomes effective
framework within which all activities based over sales of products is presented within systematic
manner. In this important role has been played by an organization over wants that makes high
success within long-term business environment achieved(SOE, 2020). Further it leads towards
controlling of various operational activities based upon product development through impacting
its selling and promotion of products or services within particular market. Thus marketing helps
in making organization attain sustainability towards growth of organization. Further, operational
activities is related with product development and various aspects related to it which makes all
departments and area of activity achieve growth and profit with constant approach. Developing
strengths and potential organization with goods and services within market. This is based over
design, labelling, pricing common distribution and advertising for making customer attraction
possible. These roles are described below:
 Managing problem: This defines how a agency constitute its role and their merchandise.
How the company acts within the marketplace is proven via how they marketplace their
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merchandise and what is going to be clients response on it. Marketing performs vital
position in handling problem via way of means of being energetic within the eyes of
clients.
 Conduct campaign: The roles of advertising branch are to release advertising
campaigns. These campaigns assist in allowing extremely good promotions via social
media. It is an powerful manner to have interaction clients. It allows in generating
merchandise that could supply fine reaction within the marketplace.
P2. Explain how the marketing function relates to the wider organizational context.
Marketing capabilities consists of many jobs and obligation in massive organisational
context. These capabilities contain promotional sports, making plans and designing of product,
analysing competition, making ready finances and lots of more. It additionally relies upon at the
attain of agency and their capability to seize massive market. In Uber eats the interrelation of
those departments are defined below:
 Marketing and human useful resource: It is the most feature of the agency to
manipulate personnel and fulfil vacancies from proficient individuals. The advertising
branch is interrelated with HR branch as HR supervisor have to have information
approximately advertising jobs and duties to lease great appropriate personnel for the
position(Yaghin, 2020). In Uber eats advertising branch hold coordination with the
human useful resource to make sure that they have to get right information and education
approximately advertising position. Therefore, those departments each interacts and
continues in contact to get higher results.
 Marketing and finance: this branch performs a essential position in agency to put
together budgets, test guidelines and preserve proper monetary balance in
agency(Tomczak, Reinecke and Kuss, 2018). Finance branch is accountable to test
powerful funding selection and make techniques for fee powerful guidelines, create
stability sheets and screen coins inflows and outflows. In Uber eats finance branch and
advertising each interconnects as they want to take collectively selection earlier than
making funding in commercial and lift price range for product design, innovation or
branding.
 Marketing and product development: manufacturing branch is accountable to perform
the capabilities of product creation, designing and packaging and all of the operational
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task. Therefore, advertising branch additionally performs a critical position within the
reference to manufacturing branch. In Uber eats the advertising supervisor continues in
touch with manufacturing supervisor to renowned all of the data, capabilities and
different detail of merchandise to higher cope with clients and resolve their queries.
P3 Compare the ways in which different organization apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is an important element which is based over taking decisions related to
marketing . This lead towards forming plans and policies that leads towards product, price,
promotion and other perspectives. Uber eats has aimed to make achievement done over luxurious
products and product line over food selection that enhances reach in effective manner.
Marketing mix Uber eats Just eats
Product It is an important aspect which
is based over offering great
marketplace(Bastiaanssen,
2019). The services of Uber
eats has been making delivery
done on time. Also, variety of
dishes has made customer base
developed.
The organization like Just eats
has been dealing with various
aspects of food delivery
services which includes variety
of dishes and more. They add
great value within market by
giving quality of products.
Price Price is an important factor
which is based over pricing
products which makes
customer targeting possible.
Uber eats has high price the
Juts eats. Its has less delivery
agents which makes price
charging high.
Just eats has reasonable price
policy which has made sales
and profit sustainability
created within an organization.
Place This is an important concept Just eats has made its
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which makes organization like
Uber eats develop its market in
more effective manner helping
in making its market
developed within the required
location.
existance by understanding
about delivery ideas which
made delivery process more
accurate in nature.
Promotion It is based over activities that
makes services of food
delivery promoted more
effectively in order to gain
customer attention. Uber eats
is able to make it banner and
advertisement activities
conducted making Uber eats
more popular among
customers.
Just eats has done promotion
in unique way which has
allowed customers to order
through its app. The
organization has given exciting
offers and schemes.
People People require organization to
carry out the marketing
functions(Costacurta, 2019).
The managers and employees
of Uber eats makes creative
ideas produced. The
employees makes customer
queries solved more
effectively.
Just eats has made employees,
customer teams, sales and
marketing staff across all
stores. Thee are key people
behind success of organization.
Process The process is based over
activities that is related to
customer services and delivers.
Uber eats has made strategies
developed which serves
The process of Just eats makes
delivery involved with task
and activities with over all
department. They make
technology developed over
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customers allowing customers
to make products with market.
payments which makes
delivery related to quarries.
Physical evidence This factor is based over
providing over organization by
making valid purchase. Uber
eats supermarket provide
receipts of payments over
customers to right products.
Just eats makes global
presence and market reputation
that makes customers base
developed within an
organization.
This makes organization comparison for two business that has made Uber eats develop
effective strategies to meet consumers needs that is given over competition(Tran, 2020). As Just
eats in making customer engagement possible over operating luxurious product line. Uber eats
make proper market research interacts with customers and list over needs. This involve
promotion over social media over being stable with long term sustainability created over
customers satisfaction.
CONCLUSION
The report has concluded that marketing is a great function which leads to help the
organisation in achieving brand name into market. Marketing involves decision for product price
place a promotional decision is necessary to build strategies in order to make objective achieved.
The report has identified a comparison which will lead to help the company in order to launch a
new luxurious product line and analysing competition in a better way. Also there is an effective
marketing plan that provide external Research and analysing target markets.
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REFERENCES
Books and Journals
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Business Improvement Districts in South Africa. Journal of Contemporary
Management, 17(2), pp.278-294.
Greco, F., 2018. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J, 9(5),
pp.1-15.
Grönroos, C., 2017. Relationship marketing and service: An update. Journal of Global Scholars
of Marketing Science, 27(3), pp.201-208.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Naseri, Z. and Noruzi, A., 2018. Content marketing process model: a meta-synthesis of the
literature. Webology, 15(1), pp.8-18.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Selitskaia, E., 2021. The B2B Marketing Plan for Punnu Games.
SOE, Z., 2020. An Analysis of Strategic Marketing Management on Organizational
Performance (Doctoral dissertation, SCHOOL OF BUSINESS, SIAM UNIVERSITY,
BANGKOK, THAILAND).
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix. In Strategic
marketing (pp. 171-221). Springer Gabler, Wiesbaden.
Yaghin, R.G., 2020. Enhancing supply chain production-marketing planning with geometric
multivariate demand function (a case study of textile industry). Computers & Industrial
Engineering, 140, p.106220.
Bastiaanssen, G., 2019. Implementation of expiration date visibility at Jumbo Supermarkten.
Costacurta, R.Z., 2019. The effect of promotional push notifications from supermarket branded
apps on purchase behavior (Doctoral dissertation, Instituto Superior de Economia e
Gestão).
Tran, H.D., 2020. The effects of color on the decision-making process of young customers in the
Finnish supermarket grocery retail sector.
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