Comprehensive Marketing Plan: Uber Eats Market Share Development

This report provides a detailed marketing plan for Uber Eats, focusing on strategies to increase market share. It begins by analyzing current market trends, highlighting the impact of digital platforms and social media on the company's growth. The report discusses the roles of marketing, essential skills for success, and the interrelation between marketing functions and other departments like finance, production, and supply chain. Internal factors such as innovation policies and human resource competency, as well as external factors like government policies and technological changes, are examined for their influence on marketing functions. A comparative analysis of the marketing mix of Uber Eats and Just Eat is presented, followed by a proposed marketing plan and media plan to support marketing campaigns, ultimately aiming to enhance Uber Eats' market presence. Desklib provides students access to similar solved assignments and study tools.

Developing a Marketing Plan
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Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1:...............................................................................................................................................3
Description of current market trends of the company:...........................................................3
Explaining about the roles of marketing as well as skills required for success:....................4
Discussing about the interrelation between marketing functions as well as other departments: 5
Analysing the importance of inter-relationship of marketing department with other
departments:...........................................................................................................................6
Describing the internal as well as external factors that influence the marketing functions:. .6
Identifying and comparting the marketing mix of Uber eats as well as Just eat:...................7
Describing marketing strategies of Uber Eats:.......................................................................8
Recommendation for the company:........................................................................................8
Part 2:...............................................................................................................................................9
Designing the marketing plan for the increasing the market share:.......................................9
Developing the media plan in order to support marketing campaign of company:.............12
Conclusion:....................................................................................................................................14
References......................................................................................................................................15
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Introduction:
The marketing plan consists of set of actions with the purpose of accomplishing the
marketing objectives of the company. The aim behind making marketing plan is to gain the
higher market base by launching new products or services in the market or launching products as
well as services in the entirely new market conditions. For this report Uber Eats is taken into
consideration. It is the famous online food delivering company which is headquartered in
California, USA. The report will discuss about the current market trends of the firm as well as its
marketing concept. In addition to this, the report will also include the interrelationship of
marketing function with other functions of department. Moreover, the report will also analyse the
internal as well as external impact on the marketing functions of company. Furthermore, the
report will also include the proper marketing plan of the organization and will also develop the
media plan of the firm.
MAIN BODY
Part 1:
Description of current market trends of the company:
The rise in the use of digital platforms by people has benefited the Uber eats company to
expand its operations further in different market. The current market changes is favourable for
the company as due to the rise in standard of living as well as due to the pandemic situation the
people does not want to go out often for eating foods instead they order from the online food
delivery applications just by sitting at home or office. The other positive trends for the company
to grow more is the increase in usage of social medial platforms. The number of people now
communicate with each other by using online platforms such as Facebook, Instagram and many
more. This has given the opportunity for the company interact with customers by posting
creative posts about the new service launched. The growth in digital sales of the firm is the
outcome of its modern food delivery techniques ( Stevens and et.al.,2021).
The marketing is the activity that includes delivering the products to the customers in the
manner which leads to higher satisfaction level. The marketing concept of the Uber eats drives
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from the rise in digital technology platforms. The company designs attractive marketing
campaigns on the social media platforms in order to attract the large number of customers. In
addition to this, the company undertakes marketing activities after performing segmentation of
the market and targeting the group of people on the basis of purchasing patterns of the
customers.
Explaining about the roles of marketing as well as skills required for success:
The marketing department of the company plays the key role in the promotion of
companies mission as well as products to the customers in effective manner. In context to Uber
Eats, the marketing department of the organization supports it to undertake creative and
immersive promotional activities in order to draw attention of large number of customers in the
market. The following are the roles of marketing in the Uber Eats organization:
Managing the brand value:
The main role of marketing function is to promote the brand value of the company to the
large number of customers. In addition to this, the marketing department undertakes various
advertisement strategies so that brand image of the firm is effectively communicated to the
customers (Chernev, 2020.).
Managing social media pages:
The other major role in today's dynamic marketing department is to update social media
accounts so that the customers can easily see the range of services offered by company in fastest
manner. This support the firm to attract maximum number of customers by posting attractive
contents on the social media platforms such as Facebook, Instagram and many more.
Promoting internal communication:
The other critical role of Marketing department is to facilitate the internal communication
with the business structure. The marketing department communicate the values as well as goals
of the firm to the other department members which leads the promotion of communication in
internal level (George, 2021).
Conducting market research:
The most important role of marketing department is to perform the market research
analysis in order to the find out needs and desires of customers in the effective manner. The
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market research also supports the firm to identify new trends and adopt the most beneficial
trends in order to gain competitive position in the market.
Skills needed for market success:
The following are the skills needed in order to improve the success rate of marketing
initiatives are:
Data analysis:
The data analytic skills is a critical skill in order to effectively analyse the purchasing
pattern of customers by evaluating information collected from different sources. This can support
the company in making better advertisement campaigns ( Ekwulugo, 2020).
Project management:
The ability to manage large projects is also a needed skills for improving market success.
The proper project managing skills assist the organization in keeping different tasks on right
track as well as finishing work within deadline.
Research:
In order to launch a new product or entering into new market proper research of the
market condition is a must activity for attaining success. The research skills helps the company
to understand current market trends in the effective manner.
Discussing about the interrelation between marketing functions as well as other departments:
The interaction of marketing department with the other departments of the company is
critical in terms of smooth operations as well as timely achievement of the common goals and
objectives of the company (Maslova,Bozhuk and Smirnova,2019).
. The below are the points that defines the relationship of marketing department with other
department of the Uber eats company are:
Marketing and Finance:
The finance department supports the marketing department by providing the budget as
well as an amount of money in order to effectively undertake promotional strategies related to
launching new product or conducting market research of new market conditions. In addition to
this, the finance department also identify and measure the revenue made by marketing
department within the fiscal year. Moreover, the finance department also ensures that the
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marketing department is selling enough products in order to achieve the required amount of
profit.
Marketing and Production:
The marketing department of the company interacts with the production department by
informing about the order and about how much time it will take to manufacture the products.
This will support the company in informing customers about the time it would take to
manufacture in order to avoid any chance of disappointments among customers. On the other
hand, the efficient production process can assist the marketing department to enhance their sales
as well as gaining customer loyalty in the market as selling the quality products with low cost
can provide the competitive advantage for the company in market (Czinkota and et.al.,2021).
Marketing and Supply chain:
The marketing department interacts with the supply chain department by allowing them
to keep right amount of stock in order to deliver products to right customers. On the other hand,
the supply chain department should ensure that it has enough stock so that the customers can
receive their products on time without any waiting. In addition to this, the marketing department
provides the supply chain department the support in order to take adopt best supply chain
strategies so that the customer can receive their ordered product in the most effective manner.
Analysing the importance of inter-relationship of marketing department with other departments:
The marketing department supports other department such as Finance department in
making marketing budgets by giving information about their long term marketing strategies. This
interrelationship helps the company in building a feeling of trust among different department of
the organization as well as also support in increasing operational efficiency. This support the
Uber Eats company in achieving long term objectives as well as mission. Moreover, the combine
working between marketing and other departments assist the firm to increase the customer
loyalty due to selling quality products at the right price to the right place (da Gama, 2019).
Describing the internal as well as external factors that influence the marketing functions:
The internal environment affects the marketing function of the Uber Eats as the change in
innovation policies of the firm can impact the marketing activities in the positive manner as it
will lead to the new ways of promoting goods and services. In addition to this, the competency
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level of human resources can also impact the marketing activities of the firm as skilful
employees can design more attractive promotional programs rather than unskilful workers. On
the other hand, the external factors can also influence the marketing activities of business as
change in government tax policies or import and export policies changes can affect the marketing
strategies of the firm. In addition to this, the technological changes can also impact the marketing
objectives of the company (Alsem, 2019).
Identifying and comparting the marketing mix of Uber eats as well as Just eat:
Marketing mix Uber Eats Just Eat
Product/Services The company provides food
delivery services with the
minimum delivery fees. In
addition to this, the company
provides wide range of food
options from which the
customer can select just by
sitting at home. Moreover, the
firm also provides the
customers the flexibility to
pay (Virvilaite and Sliburyte,
2020).
The firm also provide online
food delivery services to the
customers However, the Just
eat company provide less
variety of food options to the
customers as compared to the
Uber eats firm.
Price The company practices the
upfront pricing strategy in
which the company provides
to its customer the
promotional codes. The
customer can use this code
and can get big discounts on
their purchase.
The company adopts the
competitive based pricing
strategies which means the
pricing structure of the
company heavily depends on
competitors pricing strategy.
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Place The company operates from
their own website as well as
also have mobile apps through
which the customer can order
their favourite food items just
by sitting at home (Ooi and
Yang, 2020).
The company sell its products
by using two strategies. The
first is through its own website
and the second method is
through selling products to the
large retailers with personal
selling techniques.
Promotion The company undertakes may
activities to promote brand as
well as gain attraction from
large number of customers.
The company provides to
customer the discount coupon
on their first purchase or in the
special days which supports
the organisation in drawing
attention of maximum
number of customers.
The company practises the
advertisement programs on TV
as well as radio. In addition to
this, due to the rise in
technology the firm also
promote its services through
social media platforms.
People The company employs
customer oriented employees
who focuses on delivering best
services to the customers.
The firm has employees that
coordinates well with suppliers
in order to obtain best raw
materials which leads to the
improvement in product
quality.
Physical evidence The company operates
through the store as well as
have a well built website in
which the products is clearly
described.
The organisation undertakes its
operations in the well built
stores and also have a website
that looks nice as well as user
friendly.
Process In this, the firm performs
each process by using newer
The company also adopts the
the online food delivery
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technologies. For instance, the
company provides facility to
customers for ordering food
via online website.
process which support
customers in ordering food by
just sitting at home.
Describing marketing strategies of Uber Eats:
The Uber Eats company practices modern marketing activities in order to draw attention
of large customers in the market. The firm run its marketing campaigns by taking use of digital
marketing platforms such as YouTube, Instagram as well as Facebook. This marketing strategy
supports the firm in knowing the current purchasing of customers as well as their desires. In
addition to this, the company believes in making data drive marketing techniques through
utilising the data analytic software. This strategy helps the organisation to gain an insight about
current marketing conditions before formulating any promotional strategies which will support
the firm in increasing customer royalty as well as confidence (Barotova, 2018).
Recommendation for the company:
It has been concluded that the company undertakes use of social media platforms in order
to initiate promotional as well as marketing activities. It was concluded that the firm practices
data analysis tools in order to gain deep understanding about customers. Moreover, it is
recommended that the organisation should segment the customers on the basis of income level,
lifestyle etc. and then target the selected group of people through posting attractive content on
their website or in social media platforms. This technique will support the Uber Eats company to
gain higher profits in the market.
Part 2:
Designing the marketing plan for the increasing the market share:
Marketing plan: The marketing plan consists of the marketing activities undertaken by the
company with the purpose of improving the market share as well as gaining large number
of customers. The following points describes the marketing plan of the new products of
Uber Eats (Shuotie and Wanitwattanakosol, 2021).
Identifying the products: The company will increase its market share by introducing the
delivery of Vegan food products in UK.
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Marketing Objectives: The company will make SMART objectives in order to raise the
market share. The company will increase its customer share by 5% within one year by
using newer technologies such as AI and machine learning technologies. In addition to
this, the company will increase its profit level by 4% within the period of 6 months by
taking using social media platforms for promotional activities.
Evidence based market research: The growth of vegetarian people is increasing day by
day in UK which shows a huge growth of plant based products in coming years. In
addition to this, more and more people are laying their focus on eating plant based food
products for health reasons. Hence it will be profitable for the company to attract large
number of customers who eat vegan foods for health.
Marketing strategy: The following information shows the 7 Marketing Mix as well as
STP analysis of company which will help it in raising the valuation of the company:
Product:
The company will launch the new range of vegan products in the market such as
vegetable cuisines, vegetable curry and many more (Argenti, 2018).
Price:
The company will adopt low pricing strategy in order to attract large number of
customers. In addition to this, the company will also provide discount coupons for the first
purchase.
Promotion:
The company will promote the vegan food products by posting attractive content of food
items in the digital platforms as well as in its own website.
Place:
The company will operate from their online website as well as will also link their website
with the social media platforms such as Facebook.
People:
The firm will employ excellent candidates which provide the delivery services in the
fastest as well as appropriate manner (Paley,2021).
Process:
The company will deliver the new product to customers by taking use of efficient as well
as reliable delivery process. The delivery process of the firm will be sustainable in nature.
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Physical evidence:
The business will operate from their own official website as well as from the social media
platforms.
STP analysis:
Segmentation:
The company will segment the customers on the basis of age as well as lifestyle of the
people. The company will target the customers that falls in the age group of 30-70 years. In
relation to this, the firm will target mainly the health oriented customers in the country.
This strategy will allow the firm to gain attraction of maximum number of customers.
Targeting:
The company will target the middle age as well as old customers in order to launch new
vegan products in the market. This will enable the company to increase its sale as well as
attain competitive position in the market (Bulatova, 2018).
Positioning:
The company will position the new vegan products in its own website only. In addition to
this, the company will also position its new product in the social media platforms where
the large number of customers can see as well as buy their products.
Budget:
Profit and loss account
Particulars Year 1 Year 2
Sales 250000 350000
Less: cost of goods sold 40000 50000
Gross Profit 210000 300000
Less: Expenses
Administration expenses 50000 55000
Selling and distribution expenses 60000 60000
Fixed Expenses 75000 75000
Operating income 25000 110000
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Add: Indirect income 45000 20000
Net Profit 70000 130000
Cash flow statement:
Cash flow statement
Particulars Year 1 Year 2
Cash received from sales 150000 200000
Less: payments
Payment to creditors 20000 25000
Rent 1500 1500
Purchases 15000 20000
Net cash after payments 113500 153500
Add: receipts
Received from debtors 23000 34000
Commission received 1000 1800
Net cash 137500 189300
Opening cash balance 150000 287500
Closing cash balance 287500 476800
Monitoring plan:
The company will undertake use of Performance measurement tools in order to identify
as well as analyse its performance in the most effective manner. The Uber Eats will use
Key performance indicators as well as benchmarking technique in order to evaluate the
current actions with the set performance of standards. This will allow the company to
rectify wrong actions in immediate basis (Jobber and Ellis-Chadwick, 2019).
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