Marketing Report: Taxify's UK Expansion Strategy, Plan, and Analysis

This report examines the marketing strategies of Taxify, an international transportation network company, focusing on its potential expansion into the UK market. The report delves into the key roles and responsibilities of the marketing function, highlighting current and future marketing trends such as mobile applications and digital marketing, and their impact on business growth. It explores the interrelation of marketing with other organizational units like research and development, finance, and human resources. The report also discusses the application of the marketing mix to achieve business objectives and presents a detailed marketing plan for Taxify, covering market research, environmental monitoring, and strategic approaches to enhance market share and profitability. The report provides a comprehensive analysis of how Taxify can effectively utilize marketing to achieve its expansion goals in the UK market.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Keys roles and responsibilities of marketing function...........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................3
M1 Roles and responsibilities of marketing in context of the marketing environment..............4
M2 Significance of interrelationships between marketing and other functional units of an
organisation.................................................................................................................................5
D1 Evaluate key elements of marketing function and their interrelation with other functional
units of an organisation...............................................................................................................5
Interrelation of marketing with other functional departments....................................................6
TASK 2............................................................................................................................................6
P3.Various ways in which different organisations apply the marketing mix to the marketing. .6
planning process to achieve business objectives........................................................................6
M3.Different tactics applied by organisations to demonstrate how business objectives can be
achieved.....................................................................................................................................10
TASK 3..........................................................................................................................................10
P4.A basic market plan for an organisation..............................................................................10
M4. A detailed, coherent evidence-based marketing plan for an organisation.........................12
REFERENCES .............................................................................................................................14
.......................................................................................................................................................15

INTRODUCTION
Marketing is a wider concept considered by so many company to achieve growth and
success of organisation. This factors also assist company to spread awareness about new
products and commodities at market place. This also helps customers to know brand level and
quality of products (Lamb, Hair and McDaniel, 2011). The marketing manager of company plays
an essential role in fulfilling customers demand and needs with aim of increasing larger market
share and profit margins. This report is prepared in context of new taxi app company called
Taxify. It is an international transportation network company which operates its business in
Estonia. It offers private drivers and taxi services to its customers at affordable rates. The
company wants to expand its business in UK. So in this context, organisation has adopted
concept of marketing to promote its business in market. In this report, the role and interrelation
of marketing with other units is discussed. In addition this, marketing plan and marketing mix is
also considered by company to achieve their goals which is also specified in this project.
TASK 1
P1 Keys roles and responsibilities of marketing function
Marketing function involves market research, marketing plan, product development,
strategies of promotion, distribution, etc. In this context, there are some current and future trends
of marketing which helps company to attract more customers to towards their company and
enhancing larger market share. These current and future trends also helps Taxify to expand their
business and achieve growth.
Current and future trends of marketing
Current and future trends of marketing can affect growth and development of
organisation. In order to gain competitive advantage, it is important for company to adopt new
and advanced strategies according to market trend. This helps them to increase their sales and
profitability margins. Current trends includes, mobile applications, billboards, radio
advertisements, telemarketing, basic printed works like newspapers, pamphlets, etc. On the other
hand, future trends involves, chatbots, advanced technologies and tactics, etc. These aid business
organisation in promoting their brand at high level. In reference with Taxify, if company uses
highly advanced techniques and strategies then it will become easy for them to expand their
business in UK market. They should also use concept of digital marketing which helps them to
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enhance market share and increase sales. The marketing manager of company should also give
training to their workers about new techniques (Ajagbe, 2011). They should provide sufficient
tools to workers so that they can perform their activities and accomplish their goals in allotted
time frame.
Roles and responsibilities of marketing and how it changes in future
In order to stay at top in market from rivals company adopts new techniques to attract its
customers towards them. In this regard, marketing sections plays an important role in carry out
business operations and objectives. In case of Taxify, the marketing department also helps
company in shaping out their functions and fulfil demands of customers. Further, some roles and
responsibilities are as follows:
 Defining and managing brand: The marketing sections plays an important role and
responsibility in managing image and reputation of brand. It also helps organisation in
defining quality of products and values. In context of Taxify, this role is beneficial for
business enterprise in expanding and promoting their business in UK market. In this,
company should value customers demands and manage brand so that buyer will only like
to invest in Taxify in future.
 Producing marketing and promotional materials: According to this, the marketing
department also helps company in producing promotional materials. It is crucial for
company to introduce its product through various promotional channels such as,
billboards, television, posters, etc. By this, consumers get to know about new products
and services of organisation (Kennedy and Parsons, 2014). In Taxify, business enterprise
should also produce promotional materials to attract more customers at market place and
expand their brand. In this, company should opt more advanced strategies and tactics of
promotion to increase their sales in future.
 Producing internal communication: Another important role which marketing functions
plays is producing appropriate communication modes. The marketing manager of
organisation should communicate effectively with employees. Adequate communication
skills lead company to retain workers for longer period of time. Thus, it is also essential
for marketing manager of Taxify to maintain good relation with its staff members as well
as outsiders. The company should also communicate with buyers and provide training to
employees so that they can improve their quality of services in future.
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 Managing and monitoring social media: The company should also focus on social sites
and accounts. The another role for which marketing manager is accountable is to manage
and monitor social media (Rudden, 2016). It is also essential for them to monitor their
websites and social accounts timely. They should update information related to goods and
services so that consumers can also get new and updated details. The manager of Taxify
should also check all postings done by them and modify changes form time to time.
Monitoring and managing accounts will improve image of company in future.
In this modern era, the main focus of organisation is on its consumers. The production of
company depends upon demands of buyers and their preference. So, it is important for company
to adopt new and advanced technology to retain more customers and make consumer base strong
for future.
Marketing function supports business objectives
Marketing function supports organisational objectives by increasing quality of services. It
also develops efficiency of employees and helps them to retain in company for longer period of
time. It provides clear vision and mission which helps company to carry out their operations
accordingly. This also helps various department of organisation in their functions. It generates
necessary information related to customers demands and needs which is advantageous for
production and selling department (Fejza and Asllani, 2013). By this, company can easily attain
and accomplish its targets in allotted time frame. This concepts of marketing function also
supports objectives of Taxify and helps them to achieve their objectives. By this, company can
easily establish its market in UK and serve their services. Some marketing functions are as
follows:
 Selling: The essential function of marketing is selling. It is a concept in which company
serve its services to its customers in order to satisfy their needs and demands. The
company adopts promotional and distribution strategies to achieve their business
objectives and enhance larger market share.
 Production: It refers to manufacturing of products in order to achieve organisational
goals. In this, market plays its function and do research to identify needs and demands of
customers. This helps them to produce products according to their desires with of
achieving goals.
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P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing performs a dominant part in relation with wider organisational context. It
involves research and development, human resources, finance department, etc. In context of
Taxify, some roles and responsibilities of marketing are as follows:
 Marketing and Research and development: Marketing is accountable for research and
development program. In this, the marketing section of company should do research and
generate information related to consumers demand and needs. By this information, the
other departments of company carry out their functions and produce services or products
with aim of fulfilling buyers demands. In Travelodge, research and development also
helps company to analyse needs of consumers. By this, they can also determine at what
price consumers are willing to buy services.
 Marketing and Finance: In this, marketing department set up campaign programs at
market place to promote their products and services (Purvis, 2015). In this regard, finance
department provides them funds in their promotional channels. Accounting department
also keep records of all transactions done in organisation includes cash flow statement,
balance sheet, etc. This also perform its role in Travelodge which helps them to achieve
their goals and objectives.
 Marketing and Human resource: Marketing also plays its role and responsibility in
selecting candidates. The HR department of company recruits and hires candidates which
suited to job profiles. In this, marketing department gives advertisements of vacancies in
newspapers and post on social sites which become easy for them to hire people for job. In
Travelodge, the marketing department of company helps HR section in recruiting suitable
candidates for job.
M1 Roles and responsibilities of marketing in context of the marketing environment
Marketing sector is defined as process of planning and execution of several factors of
marketing. This concept also involves promotion, distribution and selling channels. In context of
Travelodge, some roles and responsibilities of marketing are as follows:
 Market research: The first and important role of marketing is market research. It
involves, knowledge of product, price, consumers, etc. It is essential for company to do
market research and communicate with customers about which products are mostly
preferred by them (Dudu and Agwu, 2014). In Travelodge, the marketing manager of
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company also generates information about buyers about buyers demand so that they can
manufacture products according to their needs and easily fulfil their desires.
 Monitoring of marketing environment: The another role which marketing department
should perform is to monitor environment of market. It involves all internal and external
factors of environment. In context of Travelodge, the company should analyse all
environmental factors before introducing their new product. In addition to this, they also
follows all government rules and regulations of which helps them to attain their goals in
time.
M2 Significance of interrelationships between marketing and other functional units of an
organisation
Interrelationship of marketing with other functional units of organisation is important as
it assists company in carrying out whole business operations (Pike, 2016). The marketing
department of company is interconnected with other department of company such as, sales,
production, finance, human resource, etc. These all sections plays their functions in a systematic
manner and assist company in achieving their goals and objectives. In context of Taxify, the
marketing department of company also plays a dominant role and helps other departments in
reaching out set targets. All departments of company are interconnected with marketing
department which helps them in attaining their goals in time. For example, finance department is
interconnected with marketing section and provides them funds. By this, marketing section set
ups campaigns programs and promotions to achieve objectives and enhance profit margins.
D1 Evaluate key elements of marketing function and their interrelation with other functional
units of an organisation
Key elements of marketing functions
 Research: The first important key element of marketing function is research. It is said to
be an essential element of marketing which aid business enterprise to carry out their
functions effectively. According to this, marketing department of organisation generate
relevant information from market about desires of customers related to services. By this,
company can serve their services according to them. In context of Taxify, marketing
research also helps organisation to find what the market actually wants. This concept is
adopted by company to determine which strategy will best suited to organisation. By this
they can also identify which market is right for them to serve their services.
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 Strategy: The another essential key element of marketing is strategies and tactics. It
refers to the technique or which is considered by many companies for improvements and
modifications in their activities. According to this, organisation do researching and
analyse market conditions. In order to beat their competitors company uses different
strategies and tactics to achieve success in market (Daniel, 2011). In Taxify, the manager
of company also create strategies and tactics to achieve competitive advantage and
provides training to their employees. They also give them clear vision, goal, mission of
company. This helps them to perform their tasks easily and effectively.
 Planning: It is also said to be an important element as without this company can not
carry out their functions easily. Appropriate plans helps company to reach their set
targets. It is also essential for management to develop plans before taking any actions. In
Taxify, the manager of company should provide training session to its employees about
the projects and tasks. They should involve all staff members during their planning
process. This helps them to gain information about objectives and goals of company. By
this, company can also analyse how projects to be done how they can complete their tasks
in time. It includes, financial planning, communications strategy and many more.
Interrelation of marketing with other functional departments
 Marketing and production: These both departments are interlinked with each other and
contributes their efforts in satisfying customers desires (Akaka, Vargo and Lusch, 2013).
In Taxify, the marketing department of company provides relevant information to
production department which helps them to produce products by considering customers
desires. Thus, in this way they both performs their functions.
 Marketing and sales: In this, the marketing department is also interlinked with sales
department. Marketing section assist sales section by giving them information about
customers desires. By this, sales department can sell those products which customers are
willing to buy and are highly demanded by market. In this way, they both works together
and reach company goals.
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TASK 2
P3.Various ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix
It is a foundational model or a set of marketing tools that the firm uses to pursue its
marketing objectives in the target (Baker and Magnini, 2016). This is a technique which is used
by Txify to earn profit and achieve its marketing goals and objectives. The main motive of the
marketing to make familiar the customers with the products and services and marketing mix help
in shaping strategic decisions when the company manufacture new product and services. It is
putting about the right product or service at the right time and the at the right price. The P7s of
marketing mix are as following:
Elements of 7Ps Taxify Uber
Product It is related to the process of
converting raw material in to
finished goods and it have
some features and values.
Product is an item that is built
or produced to satisfy the
consumers needs and desires.
In Taxify, it is related to the
services of the company which
it provide the customers
through its transportation
business. This company
provide taxi and electric
scooter services to its
consumers.
Uber provide cabs and bikes
in its products and services to
satisfied its customers needs
(Brooks and Simkin, 2012).
Price It is related to the amount that
is paid by the customers for
purchasing the products or
In Uber, it is also related to the
pricing strategy and the
company use low pricing
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using the services of the
company. In Taxify, the
elements price is related to the
various kind of cost such as
manufacturing cost, marketing
cost and research and
development cost (Nguyen,
and Simkin, 2012). Here
manufacturing cost mean to
that cost which is invested by
the company to manufacture a
new service and marketing cost
is related to the promotion cost.
It is that amount which is
invested in informing the
customers towards the services
and products.
strategy.
Place It is an important part of
marketing mix and related to
the space where products and
services are available and
provided to the customers.
Taxify is an international
transportation network
company and provided its
services in 28 countries and 50
cities in Europe, Africa, North
America and Australia.
Uber operates its business
globally and it is also operate
its business online or provide
its services at the customers
location (Ottman, 2017).
Promotion It is an important component
of marketing mix because it
The company use various kind
of promotional channels such
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help Taxify in increasing the
customer line of the company.
Basically promotion is related
to the advertisement of the
product and services but Taxify
is a transportation company or
it provide services. In its
promotion channels it can use
various channels of promotion
like TV, radio, newspaper,
Social media like Facebook,
Instagram and Twitter etc. The
company can use all these
channels so that it can aware its
customers with their services
and increasing the customers so
that it can earn profit (Pappas,
2017).
as advertisement through TV,
radio and social media.
People This element is related to the
business of the company. In
Taxify it is related to those
people, with the help of them
this company run its
businesses. These people can
be employees, drivers,
customers, travel agencies and
others.
In Uber, people are also
related to consumers which
are taking the services of this
company and it can be related
to other persons which are
help in increasing the business
of the company (Ottman,
2017).
Process It is based on strategies,
techniques and approaches
which are use by the company
It is based on techniques or
strategies which are use by the
company for the growth of the
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to run its business. In Taxify it
is related to the strategies
which are used by the company
to run its business which help it
to earn profit. It can be
business strategies, promotion
strategies and market research
or the others (Nguyen and
Simkin, 2012).
company.
Physical Evidence It is related to the environment
in which service occurs and the
space where customers and
service personal interact. It can
be related to the building of the
company, furniture, symbol
and those equipments by which
the company provided the
services to the customers.
Basically it is related to the
structure of the product but
this company offer services to
its customers so it can be
related to the cabs and bikes
by which the company provide
its services.
M3.Different tactics applied by organisations to demonstrate how business objectives can be
achieved.
For achieving business objectives the company use various tactics such as paid media
advertisement, search engine marketing,social media marketing and others.
Paid media advertisement- for this kind of advertisement the company pay to
advertisement channels. Thee channels can be paid social, paid search, display advertising, TV
and radio commercials and print ads etc. By using these channels, the company can easily
reached to its customers and achieve its business goals or objectives.
Social media marketing- It is related to the marketing which done by using various
online functions such as Facebook, Twitter, Instagram and website advertisement etc. The
company use these modes because present time customers are use functions and they can get
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information about the company. By using these function can provide each information about its
services, offers and discount which help in achieving its business objectives (Mitchell, 2012).
TASK 3
P4.A basic market plan for an organisation
Marketing Plan- It is an business documents which outline a business by advertising and
marketing efforts for the upcoming time. It is focused on a specific period of time and covers a
variety of marketing related details like costs, goal and action steps. It is related to the strategies
and techniques or a business plan which is made by the companies to run its business properly
(McCarthy, Perreault and Wilkinson, 2014).
Overview of the company- Taxify is an international transportation network company
which is founded by Markus Villig in 2013. Tis compnay operates its business in 28 countries
and 50 cities in Europe, Africa, west Asia, North America and Australia. This company develop
and operates the Taxify mobile application which allows customers to request a taxi or private
driver from their smartphone and it also provide electric scooter also under the sub brand Bolt.
Now this company going to provide a new service of “Auto facility” to its customer according
their needs and demands.
Mission, Vision and Objective of the company- It is a fastest growing company and the
objective of this company is to expend its services and provide reliable, affordable and
convenient ride with a tap of button in various cities in Central- Eastern Europe within the next 5
years. The mission of this company is to provide better and safe or secure ride to their customer
in affordable prices. It is fast growing company and gain growth 10 to 20% each month. The
vision of this company it to achieve its goals on setting time and satisfying its customers.
STP(segmentation, targeting and positioning)- Taxify manufacture a new service 'Auto
service” for this service the transport company target mid class customer and lower middle class
customer or students. It target these groups because these groups not afford the price of the taxi
and students are daily up-down to their college and schools and they do not want to waste more
amount on it. Segmentation is basically dividation of the groups and bunch according the needs
and capabilities. For this service Taxify do the segmentation on the age group and class of the
people, they target youths and mid or lower mid class. This service is liked by the youth because
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they like to visit and wonder so the company positioned these customers because they do not
want to waste more money (LEHTINEN and MÄKINEN, 2012).
Marketing strategy- Taxify using low cost pricing and premium pricing strategy so that it
can attract more customers towards its new products and provide them better services at
affordable price. In its promotion strategies it use various promotional strategies like
advertisement through TV, radio, social media promotion like Facebook, Instagram and Twitter
and other promotional channels.
Swot analysis-It is related to the companies analysis and the analysis of the products
(Lamb, Hair and McDaniel, 2011). Basically it is about the strength and weakness or
opportunities and threats of the products and services of the company. The SWOT analysis of
Taxify is following:
Strength- this comop0any operates its business internationally in 28 countries and 50
cities in Europe, Africa, west Asia, North America and Australia in and have global consumers.
The services of this company are good so customers are loyal for it and the strategies which this
company used to run its business are good and attract customers by its good services.
Weakness- The weakness of Taxify is that there are various competitors in the market
they can replaced the services easily by their substitute services. But the biggest weakness is
competitors like Ola, uber and others.
Opportunities- This company operates its business international so it has various
opportunities to grow its business and increase its market. Cause of globalization it operates its
business in various countries and provide various services according the customers needs. The
business of this company achieve growth because they think about the comfort of the customers.
Threats- there are various kind of threats of Taxify because in market there are many
competitor companies and they replaced the service of this company. Change in the government
policies, procedures, rules and regulations are also generate threats for the company.
Marketing budget- It is a financial document which is prepare by the company to
analysing the funds and the amount which is invest by the company to manufacture a new
service or product. The company do this process to analyse its amount also so that it can assume
about the profit that new service provide profit to it in future (Lane, 2015).
Particulars 1st year 2nd year 3rd year 4th year
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Initial money 18000 12000 8000 10000
Investment 12000 13000 12000 10000
Total 30000 25000 20000 20000
Marketing
outlay
15000 6000 5000 4000
Promotion 7000 8000 8000 6000
Sales
publicity
8000 5000 7000 4000
Direct selling 5000 4000 5000 6000
Total 35000 25000 25000 20000
Monitoring and controlling- In Taxify, it is related controlling and monitoring of the
business and increase the growth of the company. With the help of this function the company
analysing that all the strategies and techniques which are use by the company are correct and
used in a proper way. The strategies are capable to increase the profit and customer line and
control the various function of the company (Kladou, and et. al., 2016).
M4. A detailed, coherent evidence-based marketing plan for an organisation.
7Ps of marketing mix for new product and service
Taxify launch a new service of “Auto service” to its customers and the marketing mix of
it is as following;
Product- It is related to the raw material which is converted in to finished goods. But
Taxify is a transport company and it provide transportation services to its customers, now it
going to launch a new service 'Auto Service”.
Price- This is related to the strategies and techniques which are used by the company to
company to set the price of the products and services. Taxify use low cost pricing and premium
pricing strategy.
Place- It is based on the space where customer are interact with the product and service.
Taxify provide its transportation services online so customer get this service at their own place.
Promotion- It is related to the promotional channels which are used by the company to to
familiar or aware and provide services to their customers. Taxify use Advertisement channels
like TV, radio and social media such as Facebook and Twitter etc.
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People- It is based on the customers who buy this service and it is also related to the
drivers, employees and other staff members.
Process- It is related to the strategies the by which process the company identify the
customers needs and demands and the company provide this service to them. It is also related to
the strategies which are useful for the growth of the company.
Physical Evidence- It is related to those techniques which are capable to attract the
customers such as low pricing strategy(Khan, and Adil, 2013).
CONCLUSION
This report concluded about the roles and responsibilities of the marketing function. In
this report it is also explained the wider roles and responsibilities and the interrelationship of the
marketing function between other function which are helpful and support the business of Taxify.
And comparison of marketing mix with different organisations of marketing are defined with the
7Ps of marketing such as product, price, place, promotion, people, process and physical
evidence. A basic marketing plan for Taxify's new product is also defined in the assignment.
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