Analysing Marketing Processes and Planning: Uber Eats Case Study

This case study provides an in-depth analysis of Uber Eats' marketing processes and planning. It begins by outlining the responsibilities of marketing within the organization and the competencies required for success, emphasizing the interrelationship of marketing roles with other departments. The study reflects on internal and external factors influencing marketing functions, including the impact of the recent pandemic. It compares the application of the 7Ps in Uber Eats' strategic marketing process with that of a competitor, Just Eat, evaluating the tactics used to attain business objectives. Furthermore, the case study develops and evaluates a new, evidence-based marketing plan for Uber Eats, including a Gantt chart for implementation and an integrated multimedia plan utilizing various digital, offline, and social media channels for communication. The aim is to provide a coherent and detailed strategy for Uber Eats to enhance its market presence and achieve its business goals, leveraging various marketing functions and inter-departmental collaboration.

Unit 2: Marketing Processes and Planning
(A case study on Uber Eats)
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Table of Contents
Task1................................................................................................................................................4
Introduction..................................................................................................................................4
Responsibilities of Marketing and the Competencies Required to Success............................5
The Interrelationship of Marketing Roles and Responsibilities in Context of Other
Departments inside the Organization.......................................................................................7
Analysing the importance of the organization's relationships in terms of its mission, vision,
and goals..................................................................................................................................9
Analysing Critical Reflection on Internal and External Factors that Influence Marketing
Functions..................................................................................................................................9
Comparing the ways of application of the 7Ps in the strategic marketing process that support
business objectives.................................................................................................................10
Evaluating tactics that are used to attain business objectives applied by Uber Eats.............13
Conclusion.............................................................................................................................13
Task2..............................................................................................................................................15
Developing and evaluating a new plan that is evidence-based, coherent, and detailed to be
implemented for Uber Eats....................................................................................................15
Gantt Design of the plan........................................................................................................20
Developing a Media Plan to Support Marketing Campaign for Uber Eats...........................22
Devising an Integrated Multimedia Plan, Selecting Appropriate Digital, Offline and Social
Media Channels for Communication.....................................................................................23
Conclusion.................................................................................................................................24
References..................................................................................................................................25
Table of Figures
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Figure 1: Primary marketing roles and responsibilities...................................................................5
Figure 2: Interdependency of marketing function among departments...........................................7
Figure 3: Uber Eats Marketing Mix...............................................................................................10
Figure 4: Ansoff Matrix for Beauty Giant.....................................................................................16
Figure 5: M’s of Uber Eats plan....................................................................................................19
Table of tables
Table 1: 7Ps of Uber Eats and Just Eat..........................................................................................13
Table 2: SWOT analysis for Uber Eats plan.................................................................................17
Table 3: Gantt of New Plan...........................................................................................................21
Table 4: Estimated sales unit of this plan......................................................................................22
Table 5: Media Plan Budget..........................................................................................................23
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Task1
Introduction
The purpose of this paper is to shed light on the importance of marketing knowledge and how it
can be put to use in the workplace. Marketers use a wide variety of activities, tasks,
responsibilities, and roles in their work. This varies depending on the type of campaign they are
working on. Uber Eats has been utilized as a case study to make it easier to comprehend. Earlier
this year, the platform was changed to Uber EATS, and the scheduling software was published as
a standalone app, separately from either the app for Uber trips. It began operating in London and
Paris in 2016. More than 6,000 cities in 45 nations use it. Forcing restaurants to cost the same
prices for delivery and dine-in if they want to be registered on Uber Eats app, as well as
imposing fees of 13-40 percent of revenue, the firm is being sued for antitrust pricing
manipulation.
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Responsibilities of Marketing and the Competencies Required to Success
Marketing is a process that entails identifying a person's or a group's actual requirements and
then attempting to meet those needs profitably by developing potentially exchangeable values
(Blythe and Martin, 2019). Uber Eats' marketer's duties and tasks are summarized in the
following paragraphs:
Figure 1: Primary marketing roles and responsibilities
Source: (Business Management Study, 2014)
Planning
It is an on-going process that takes place across all of the activities that come before it, from the
conception of an idea for a new service to its debut to the completion of delivery to the provision
of after-sale service (BABIN, 2018). Uber Eats creates plans for different operations on a long-
term and short-term basis, such as annually, monthly, weekly, daily, and even hourly basis.
These plans may be found on their website.
Marketing Research
Any company worth its salt would undertake research in their industry to identify challenges and
potential solutions in order to unearth untapped potential in the marketplace (Armstrong, et al.,
2016). Due to the fluid and ever-shifting nature of online service, Uber Eats is under constant
pressure to monitor and adapt to the most popular patterns of preference for food delivery. In
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order to uncover new opportunities, continual study into the circumstances, the actions of
competitors, the consumption reasons of customers, the actions of consumers, the economic
condition, and other factors is carried out.
Customer service
Because a company's primary goal is to satisfy its customers, customer satisfaction naturally
becomes its focal point in all marketing efforts (Davis, 2015). Customer service can become a
company's competitive advantage because it can't be readily replicated. While Uber Eats delivers
fast food, they also offer advice and information to customers on the best ways to make use of
the service.
Branding
Creating a distinct place in the customer's mind is essential in today's competitive marketing
environment. When it comes to marketing, branding is a must-do activity (Etzel, et al., 2012).
The top food brands are delivered by Uber Eats in order to boost the value of the brand and the
company's good corporate image, which ensures that quality is maintained in all of the
company's activities.
Distribution
Distribution is one of the most important aspects of marketing operations since it is the
responsibility of the marketer to ensure that the product may be obtained in a manner that is
convenient for the target audience (Lamb, et al., 2012). A more effective distribution suggests a
broader reach, and hence, a more extensive market penetration.
In point of fact, the marketing functions are the ones responsible for the generation of utilities for
customers. The functions of marketing ensure that the appropriate product is made available at
the appropriate location, in the appropriate quantity, and at the appropriate price, so providing
customers with the highest possible value.
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The Interrelationship of Marketing Roles and Responsibilities in Context of Other
Departments inside the Organization
When it comes to market operation and application, there is no one department in charge;
instead, all functions work together to ensure complete client pleasure (Sandhusen, 2015). One
department's operations, however, are dependent on the operations of others. A look at the
interrelationships between these functions of several departments follows:
Figure 2: Interdependency of marketing function among departments
Source: (MITU, 2018).
Research and development
Consumer preferences, attitudes, market conditions, and competitors' actions are constantly
being monitored by the research department in order to identify new opportunities and prospects
for the company (Wirtz, et al., 2018). Even though R&D is housed in a separate department, it is
nevertheless dependent on other divisions for funding, staff selection, marketing requirement
specifications, and other relevant information, all of which are handled by the HRM division.
Finance
The finance department oversees and manages all financial operations, from budget collecting to
resources allocated to profit production. The finance department of Uber eats raises funds
through the sale of shares issued (Armstrong, et al., 2016). Budgets for the IT and accounting
departments are approved based on market research and the marketing and HRM departments'
recommendations.
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Accounting department
This division is in charge of keeping tabs on and analysing all of the company's transactional
operations, as well as determining the company's overall financial health with the assistance of
yearly reports, financial accounts, income statements, and ratio analyses (Blythe and Martin,
2019). The HRM sector of Uber Eats is responsible for the hiring of competent accountants, and
these accountants are the ones who are responsible for making revenue projections on the basis
of pertinent data provided by the IT and marketing departments.
Human Resource Management
People management is the most important job in every organization since it involves the most
challenging resources, people. Employees with exceptional talent in personal selling are hired
through Uber Eats' HRM department every year. The marketing department sets the needs for
personnel, and the finance department maintains the budget for recruiting training and retention.
Information Technology
For effective communication, the IT department has the responsibility for generating, processing,
storing, disseminating, and analysing pertinent and thorough business data. The implementation
of VMS, EDI, and marketing on social media has facilitated communication between all Uber
Eats operations. The finance department pays for the implementation of these innovations for
business. Consequently, one department assists the other in reaching the same corporate
objectives.
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Analysing the importance of the organization's relationships in terms of its mission,
vision, and goals
Marketers combine all other departmental operations, as described in the preceding section, to
help the department as a whole reach its goals more easily. There are many departments that play
a critical role in Uber Eats' marketing strategy.
Developing a plan for the launch of new products or expansion necessitates coordinating the
actions of all functional divisions in order to build a direction and budget, networking, research,
procurement, production, etc (Blythe and Martin, 2019). The R&D and IT departments typically
provide the information necessary to make a viable investment decision. These functional units'
marketing actions have a direct impact on the efficiency of HRM processes.
Analysing Critical Reflection on Internal and External Factors that Influence
Marketing Functions
The key functions and responsibilities of Uber Eats have been covered, as was mentioned in the
prior conversation about the topic. These tasks and responsibilities do not remain the same in
every circumstance; rather, they shift and adapt in accordance with the shifting nature of the
commercial environment and the many different marketing scenarios, both external and internal
(Perreault, 2014). The recent pandemic effect has also had the effect of restricting Uber Eats'
marketing action because it has created a challenging situation in terms of the health of the
delivery workers.
As a result of the pressures exerted by the economy and the environment, the activities and
expenditures related to research will need to be increased since new issues and new possibilities
will emerge (Sandhusen, 2015).
In circumstances like these, a consumer's affinity for a certain brand often shifts, thus the
marketer may choose to step up their planning operations in this area. It is necessary to design
methods of distribution and promotion that are more convenient for the customer in order to
respond swiftly to their needs.
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Comparing the ways of application of the 7Ps in the strategic marketing process
that support business objectives
With Uber EATS, customers can order meals from nearby eateries and have them delivered right
to their door. When a consumer order from a restaurant's menu, the food is picked up by an Uber
driver and delivered to the customer.
Figure 3: Uber Eats Marketing Mix
Source: (QUORA, 2018)
For the goal of expansion, Uber Eats made the decision to go through a new predevelopment
phase, and the company has now opted to advertise its newly developed app-based service
because a significant number of potential customers have expressed interest in using it (Czinkota,
et al., 2018). On the other hand, a comparison of the structure of the new service's 7Ps with those
of a potential rival company called Just Eat is provided below.
Uber Eats Just Eat
Product Uber is the world's leading app-
based cab booking system, with
a large worldwide footprint and
growing market share
Each of these broad categories, under
which Just Eat Plc sells its products,
functions as a separate product line in and
of itself. Just Eat Plc offers a wide variety
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throughout the world. As part of
Uber's marketing mix, the
company offers Uber EATS
(McNally, Cavusgil and
Calantone, 2012).
of products for sale, giving customers the
opportunity to select the product category
that speaks to them the most and
providing Just Eat Plc with valuable
feedback (Islam, 2018).
Price Depending on the country, Uber
uses a varied price model. Many
payment alternatives exist for
Uber, including credit cards and
the Uber wallet. This sheds light
on Uber's pricing approach for
the marketing mix (Zizzo and
Sitzia, 2013).
The current pricing approach to decide the
exchange rate that Just Eat adopts is a
competitive based market price. It can
achieve this by lowering the solution in
the market of the bill of its products (Tsai,
2014).
Place Over 40 nations and more than
600 cities around the world are
covered by Uber's service.
Because it is a mobile app, Uber
can be downloaded whenever it
is most convenient for the user
(Lengen and Kistemann, 2014).
Just Eat Plc makes its products available
for purchase through two distinct
distribution channels. For starters, it has a
direct-to-consumer internet sales channel
via its website. Distributors resell to stores
all around the country via a second
channel (Nursanty, 2019).
Promotion Uber promoted its services all
over the world using
straightforward regional
strategies. Uber encourages early
adoption, provides rewards for
referrals, and promotes its rides
based on reviews left on its
website. The corporation places
The products of Just Eat Plc are advertised
through a variety of media. Traditional
media, such as television and radio
commercials, are used. As a result, this is
advantageous because of its enormous
size and ability to draw a huge crowd.
Internet usage has made it more cost-
effective and profitable to advertise
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a significant emphasis on
expanding its online presence by
making significant investments
in digital marketing (Mittelmark,
2015).
through social media and internet
channels (Cribble, 2013).
People When it comes to marketing,
Uber understands the necessity
of a strong people approach. In
order to provide a positive user
experience, Uber provides
excellent customer care. The
global workforce of Uber totals
more than 20,000 people
(Molnar and Hava Muntean,
2015).
To source raw materials, Just Eat Plc
comprises employees who work with
suppliers. People from Just Eat Plc are on
hand in retail locations to assist customers
with any queries or concerns they may
have, as well as to assist them in choosing
a product that best meets their needs
(Hirschman, 2016).
Process The location of Uber cabs can be
tracked in real-time thanks to
Uber's usage of cutting-edge
technology. Other procedures
include the payment of cab
drivers by the corporation
(Piercy, 2016).
It's important to Just Eat Plc's long-term
success that the company operates with
rigor and efficiency. Everyone who works
for Just Eat Plc has a clear understanding
of exactly what their responsibilities are
and how they fit into those responsibilities
(Abacharaev, Jusufov and Sanaev, 2014).
Physical
evidence
The most tangible proof of the
existence of Uber is the fleet of
cabs dispatched to pick up
customers. In addition, the Uber
app for smartphones serves as a
physical representation of the
Just Eat Plc's marketing approach relies
heavily on the use of tangible proof
because this type of evidence is more
likely to sway customers in favour of the
company's brand and the products and
services it provides (Savitri, Krisnatuti,
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