Marketing Essentials: Comparative Analysis of Uber and Addison Lee

This report provides a comprehensive analysis of marketing essentials, focusing on the strategies of Uber and its competitor, Addison Lee. It begins with an introduction to the concept of marketing in current and future trends, followed by an overview of different marketing processes, including consumer, production, product, selling, and promotion concepts. The report then explains the roles of a marketing manager within an organizational context, emphasizing customer satisfaction, social media management, trend tracking, and budget management. It also explores the interrelationship between the marketing function and other organizational functions such as finance and HR. The value and importance of the marketing role are discussed, highlighting its impact on increasing service demand and company goodwill. Furthermore, the significance of effective interdepartmental relationships is examined. The report concludes with an application of the marketing mix (7 Ps) to both Uber and Addison Lee, comparing their strategies regarding product, price, place, promotion, people, process, and physical evidence. The analysis provides insights into how these companies differentiate themselves in the competitive market.

Marketing Essentials
(TASK 1 & TASK 2)

Contents
INTRODUCTION...........................................................................................................................3
TASK 1 & TASK 2..........................................................................................................................3
1: Introduction to concept of marketing in current and future trend............................................3
2: Overview of different marketing process.................................................................................3
3: Explanation of roles of marketing manager in context of organisational context ..................4
4: Explain how marketing function relates with the various organizational functions................5
5: Value and importance of the marketing role............................................................................5
6: Significance of having effective interrelationship between different departments..................6
7: Application of marketing mix of two similar organization......................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the process of promotion of a product, service or of a company in order to
increase the sales and profit. It involves creation, promotion, and providing products and services
to the end users. Marketing has wide scope by nature but less in terms of products available. It is
useful for providing satisfaction to the customers. The marketing essentials are very useful for
any company in order to attain growth. The taken company here is Uber who is providing taxi
services to their customers. This report is divided in two parts. First part is discussed in this
report whereas second part is discussed in PowerPoint presentation. This report will discuss the
concept of marketing along with the overview and interrelation with the other functions of
organisation. Further, the influence of marketing on other functions of the company along with
the importance of marketing and effective relationship of various functions has also been
discussed in this report. The 7p’s of marketing mix and comparison of Uber of Addison lee has
also been discussed in detail.
TASK 1 & TASK 2
1: Introduction to concept of marketing in current and future trend
Marketing is the process of an organisation to distinguish their product from their
competitors through innovative techniques and methods in the market. Marketing function is
necessary for an organisation in order to gain sales and growth. An effective marketing plan is
must for the success of the product. It involves various factors such as creation, promotion etc.
which drives customers and growth through various strategies of marketing
(Babin and Zikmund, 2015).
2: Overview of different marketing process
Concepts of marketing are production concept, product concept, selling concept,
consumer concept and promotion concept which are given below:
Consumer concept: This concept focus on the importance of the customer and providing
best services for their satisfaction. It is helpful for marketing department of Uber to maintain
long and trustful relationship with the customers.

Production Concept: This concept states that activities of production process must be
monitored in order to decrease the. It is important because customers are sensitive towards the
prices and can go for other products due to more prices.
Product concept: This concept states that customers decision for purchasing the product or
services is influenced by the quality provided. Uber is providing better and improved services to
their customers for retaining them in the long run (Bird, 2012).
Selling concept: It states that customers mind also attracts towards the offers and discounts
provided to them. Uber is also using such strategy by providing various discounts and coupons to
their customers.
Promotion concept: It is the last concept of marketing which is used for promoting the
goods and services in order to raise their awareness among the potential customers and convert
them into regular users
3: Explanation of roles of marketing manager in context of organisational context
Customer satisfaction: Customer satisfaction is the major responsibility of any business.
Marketing managers of Uber are also implementing suitable and reliable strategies for customer
satisfaction using quality services, discounts, coupons code etc. for attracting more customers.
Managing social media: Marketing managers of Uber are highly active on social media
and also improving the customer base on social media by distributing coupons to their followers.
Track Trends: – Uber has many competitors so it is necessary for marketing managers of
Uber to keep track of trends and changes in the taxi market for enhancing the further growth in
the market.
Manage marketing budget: Marketing managers of Uber should manage the budget and
take necessary help from finance department for achieving the goals of Uber by providing more
customer and profit (Desai, 2013).
Defining strategic marketing plan: Effective marketing plan is necessary for marketing
managers of Uber to attract the customers towards their services. Managers should implement
suitable policies and strategies for driving the growth and customers.
4: Explain how marketing function relates with the various organizational functions
Uber is a giant company having worldwide customers with various departments who are
responsible for the sales and growth of company in the market. Marketing department of Uber

works closely with other departments of the company in order to improve the performance of the
organisation.
Marketing and finance: Marketing department needs help from the finance department
in order to purchase the expensive tools and framework for better performing their work.
Marketing department of Uber also work closely with the finance department and take their help
in purchasing these expensive tools (Hair Jr and et. al., 2015).
Marketing and sales: Marketing and selling department also work closely for gathering
the information or data of the potential candidates for recruiting the best candidates by
advertisement on social media and internet job portals. Sales team provides the data of these
candidates to the marketing department for better performance.
Marketing and HR: HR department is responsible for recruiting young and fresh talent
which is useful for marketing department of Uber for performing well as skilled person works
better and efficiently which automatically increase the performance of the company.
5: Value and importance of the marketing role
Marketing team always tried to capture large market share in order to assist Uber to
sustain in market for longer period of time. Importance of marketing in Uber is mentioned as
under:
Increase demand of services: As nowadays more people are prefer to use public
transportation to travel from one place to another due to heavy pollution. Such opportunity can
be grabbed by the marketing team of Uber to influence the decision of selection of transport by
informing about the facilities and pricing they charged with their cab services (Kennedy and
Parsons, 2014).
Increase goodwill of company: The marketing team of Uber develops an effective
marketing strategies in which they communicate with the targeted people about the benefits of
their services through differentiating itself with their transportation companies in terms of
facilities, pricing policies etc.
Right price: Marketing team conducts market research which help Uber in understanding
the actual perception of people towards their services and pricing policies along with the
recommendations. It will help company to make relevant changes in their existing pricing polices
that will maximizes the decision behavior of people in favor of company.

6: Significance of having effective interrelationship between different departments
It has been identified from the above analysis that interrelationship between departments
brings profitable outcome to company due to which it is important for management to maintain a
better coordination and communication with each departments so as to give mutual support
towards execution of business functions in more effective and efficient manner. It established
healthy working environment as well as achieve profitability and sustainability of company for
longer period of time (Malhotra, 2015).
7: Application of marketing mix of two similar organization
Marketing mix consists of seven P's which includes product, price, place, promotion,
physical evidence, people, and process (Marketing Mix, 2018). These all elements must be
developed by Uber according to the competitive strategies of its rivals. Here are the marketing
mix of Uber and its rival Addison Lee:
Elements Uber Addison
Product It offers various services such
as cab services, pricing prior to
booking, one-tap rides,
cashless payments etc.
Addison lee has a huge market
presence in the personal
transportation business. It
provides the various ranges for
travelling to their customers
such as Addison lee mini,
addison lee sedan etc.
Price Uber has charged cost on the
basis of three factors such a a
base rate, rate for estimated
time and distance and demand
of their services in particular.
Uber has adopted penetration
pricing policy
Addison lee have a big
marketplace in London city
with 4000 vehicles which
builds their brand image in
customer's mind.
Place It served more than 760 cities
but did not have too many
offices. Its main operations are
Addison lee provides value of
money to their customers
therefore, customers are

in US, Brazil, China, Mexico
and India.
attracted towards their
services.
Promotion It is mainly promoted through
their websites and app in
which various offers has been
displayed. Along with this,
social media platform, creating
buzz of providing
differentiated services
increases the brand image of
company.
Addison lee promotes its
business activities through
various platform such as social
media, cashback on riding etc.
People Uber knows the importance of
people strategies in its
marketing mix. They ensure
that the right person will be
hired for the right job. Having
experienced employees makes
easy for company to reach to
maximum number of
customers.
There are 20000 employees
who gave their services in
Addison lee
Process Uber has given process to
people in order to hire their
cab services such as opening
Uber app, checking
availability of can and select,
check regarding fare and
drivers details, book the ride
and track and after which
paying online. These all stages
are followed by customers
Company has already attain a
good brand image so
customers gave their interests
in using their quality services.

while using their cab services.
Physical evidence Uber has attained strong brand
image among their rivals such
as Addison Lee as they
communicate all details
regarding their travel with
company through sending on
their e-mail. Transparency in
communication by providing
emergency number to people
motivates them to ride with the
company with trust and
confidently.
They have less structured
process in which they provide
best quality services in short
time to their customers
CONCLUSION
It has been concluded from the above project report that marketing play an essential role
in an organization by assisting company to achieve strong brand image and goodwill in
competitive market. For this, marketing department must required to perform its several
important functions such as developing marketing mix, promotional strategies, motivating
departments to interrelated with each other etc.

REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Bird, A., 2012. The LinkedIn Essentials: Leveraging LinkedIn to Grow Your Business. Fair
Trade Digital Exchange, Incorporated.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Hair Jr and et. al., 2015. Essentials of business research methods. Routledge.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.Pike, S., 2015. Destination marketing: essentials. Routledge.
Marshall, G.W. and Johnston, M. W., 2011. Essentials of Marketing Management. McGraw-
Hill/Irwin.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies
for the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Wang, Y. H., Chen, S. T. and Chen, N. N., 2016. An empirical study of the effect of green
marketing on purchase intention-evidence from Green Restaurant. Advances in
Management and Applied Economics. 6(4). p.1.
Online
Marketing Mix. 2018. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.