Strategic Marketing Plan for Uber Eats: Objectives, Mix & Media Plan

This report provides a comprehensive analysis of marketing processes and planning, focusing on Uber Eats and Just Eats as case studies. It explains the concept of marketing and its operations, including brand management, traditional marketing, and market research. The report also explores how the marketing function relates to the wider organizational context, such as human resources, financial management, and research and development. Furthermore, it compares how different organizations apply the marketing mix (product, price, place, promotion, people, process, and packaging) to achieve business objectives. The report culminates in the development of a marketing plan for Uber Eats, incorporating key elements like market research and target market analysis, and a media plan with recommendations and rationale for selected media activities within budgetary constraints. The analysis provides a structured approach to understanding and implementing effective marketing strategies in the food delivery industry.

Marketing process and
planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
P1. Explain the concept of marketing and marketing operations including the different areas
and role of marketing..............................................................................................................4
P2. Explain how the marketing function relates to the wider organisational context............5
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
P4. Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.........................................................................8
P5. Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief..9
Marketing budget..................................................................................................................10
Media plan budget................................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as major function of a business which helps a company to sell its
products and services at the marketplace (Abdullaev and Nabieva, 2021). All major companies in
the international and national marketplace focus on developing major marketing operations in
order to increase revenue and profitability of the company. It is essential for the company to
focus on marketing process and planning in order to lead the marketplace in a set period of time.
In this report example of UBER eats company is taken into consideration which is involved in
distribution of food products in different countries. UBER eats is an online food ordering and
delivering platform which was launched by UBER in the Year 2014. The another company
taken into consideration for this project is Just eats, which is a British online food order delivery
service. Just eats was founded in the year 2021 and is based in Denmark.

MAIN BODY
P1. Explain the concept of marketing and marketing operations including the different areas and
role of marketing
Marketing is a major business activity which helps and supports a business in selling its
products to the target customers. Marketing involves various functions and activities of a
business which helps a company to also perform advertisement and publicity of different
products (BLAIR, 2020) . The act of marketing in the current scenario also takes into
consideration application of information and technology in order to perform quick and accurate
operations. All major companies in the global and domestic marketplace focus on development
of marketing operations in order to increase sales figure of the company. Marketing also includes
practice of indirect and direct selling which helps in increasing sales turnover of a company.
The marketing operations can be developed and performed through different areas in
UBER Eats which are defined below:
 Brand management- The brand management is considered as a major area of marketing
which is developed with support of marketing activities. Marketing helps a business to
support and develop brand management which helps in development of goodwill and
reputation of UBER Eats.
 Traditional marketing- Traditional marketing is an area of marketing which consists of
old tools and techniques that helps a business. In the current competitive world, most of
the business organisations are shifting their operations from traditional marketing to
digital marketing in order to gain competitive advantage.
 Market research- Market research is the major area of marketing which includes
secondary or primary research related to a particular topic (De Frantz, 2018) . All major
companies like UBER Eats focus on development of market research in order to know
taste and preferences of different customers.
Role of marketing in UBER eats company is mentioned below:-
 Digital marketing- The digital marketing includes application of information and
technology in order to perform fast and accurate operations. It is major role of marketing
department of a business to focus on digital marketing in order to reach customers with
help of advance computer systems and software.

 Social media marketing- Social media marketing includes development of marketing
operations through use of social media based websites. UBER eats use social media
websites like Facebook, Instagram and Twitter to perform majority of marketing
activities and functions.
 Customer experience- The customer experience and its enhancement is one of the major
role of marketing. This helps UBER eats to develop effective customer experience with
help and support of various tools and techniques.
P2. Explain how the marketing function relates to the wider organisational context
All major companies which are existing in international and national marketplace
performs various functions which are related to wider organisational context (Gentsch, 2018) . It
is important for an individual to understand relationship of marketing in context to wider
organisational context. The UBER Eats company's functional areas and their relationship with
marketing are mentioned below:
 Human resource department- The human resource department of a company is
involved in management of employees in order to increase their productivity. It is major
role and responsibility of management of UBER Eats to focus on hiring professionals in
HRM for better development approach. This department is linked with marketing
department as the performance of employees in marketing management is evaluated by
Human resource department.
 Financial management- Financial management is considered as backbone of a business
which helps in increasing financial strength of a business. The marketing department is
linked with financial management of a business as it decides budget of marketing
operations of a company (Giovannoni, 2020) . The financial management of a company
is considered as a major functional area which helps in promoting effective and major
practices. Financial management of a business also helps a company to deliver best
business practices by focusing on generating revenue. The financial management also
helps a business in order to meet short, medium and long term goals. Marketing
department of UBER eats also gets handsome salary with support of financial
management.
 Research and development- This is one of the most crucial department of a business
entity which is involved in development of research. This department facilitates a

business to focus on consumer data which is important for systematic growth of the
business. It also helps marketing department to know about taste and preferences of
different customers. The research and development department also helps UBER Eats to
conduct market research in a set period of time. It is major role and responsibility of
marketing management to analyse key competitive strength of the company by focusing
on research and development department. This approach will help the company in
increasing competitive value and strength in order to lead the marketplace. Research and
development department also helps a business to overcome various issues and challenges.
The department also helps marketing department to focus on setting aims and objectives
in a short span of time. All major companies also hires professional workers in
management for overall development of business entity.
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is a collection of multiple elements and plans adopted by a company
representatives to promote a certain product or service. It assists businesses in understanding the
value their product will add to its buyers. The major aim of this mix is to earn maximum sales
and revenues through effective marketing. It also helps businesses to understand their strengths
and predict any threats that company might face (Kang, Diao and Zanini, 2020). Marketing mix
for UBER Eats is defining the factors that will help the company to achieve their objectives by
creating several opportunities. In this section,we have taken example of Just Eats company and
compared its operations with UBER Eats. The elements of marketing mix in context to UBER
Eats are explained below:
Product- The thing a company sells in exchange of customers money is refer as product.
It can be both tangible or intangible that aims at satisfying needs of buyers. Product is a part of
marketing mix as it is essential to do comprehensive research of market before offering it to
customers. A business can even modify or reinvent their product according to the shift in
consumers preferences or needs. Improving product is a great tool of marketing planning that
UBER Eats managers have adopted in their business structure. An enhanced product that
provides value for money to consumers is most likely to gain attention in market which will in
turn create more sales for UBER Eats. Just eats focuses more on food modification and new food
items according to the latest trends going in market.

Price- Price of a item is the amount a consumer pay in order to use it. It is a crucial factor
of marketing mix as it determines business profits and losses. Small alterations in price of
products can hugely impact on its demand and sales quantity in market (Liu, 2021). UBER Eats
strategists uses its pricing policy by keeping in mind their rival's prices, customer demographics
and sales graphs. It helps the company to achieve their goal of more profitability by maintaining
price level. Just eats offer food items at heavy discounts in order to attract large number of target
audience.
Place- Placement and channels of distribution of a product plays a major role in market
planning of a firm. It is important for a business to place their product at areas that are
convenient and easily approachable to targeted or existing customers. UBER Eats marketers
covers all the significant areas of certain location to capture wide market which is one of
company's objective. Just eats cover UK, Denmark, Ireland, Norway, France, Italy and other
surrounding areas of market.
Promotion- Communication activity that helps firms to aware consumers about their
brand or products is known as promotion. This element of marketing mix involves additional
cost for businesses to grab attention of buyers and to convince them to buy a certain product.
Promotion is a big step in marketing planning as it will increase sales, recognition and profits of
company. UBER Eats utilises marketing activities by promoting their products through different
channels such as advertisement, social media, websites, collaboration with influencers etc. Just
eats has gone through rebranding with the vision to create world's largest food community in
2016.
People- Company employees are an essential part of market planning as they are
responsible for delivering goods to customers. Thus hiring right people and training them is
crucial for businesses to maximise their customers experience. UBER Eats managers recruit
employees on basis of their skills, talents and behaviour that will help the firm to create and
maintain customer relationships. Employees of just eats are motivated and trained by the
management to perform effective business practices.
Process- Every business strives to have a well structured process in order to avoid risks
and reduce costs of production. Company's objective to increase profit is strengthens through
process of enhancement. UBER Eats managers conceived marketing and campaign process to

improve service performance of company. Just eats follows the process of delivering the food by
the restaurants directly at a certain price or delivers food by themselves.
Packaging- The packaging of product plays a major role in attracting customers in the
market. An extensive market research is required before deciding on the packaging as it usually
leaves a impression in customers mind (Maslova, Bozhuk and Smirnova, 2019). UBER Eats
marketers have developed packaging of their goods in such a way that is convenient to open by
customers and that is leakage proof.
P4. Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives
A marketing plan is refer to companies ways, methods and ideas of promoting their goods or
services in the market by fully optimising resources as well as time available. Every business
creates an efficient business plan to ensure their marketing strategies are performed well or not.
The key elements of marketing planning for UBER Eats to achieve marketing objectives are as
follows:
Market Research- It is an important part to be considered while making a marketing
plan. UBER Eats managers extensively studies the situations of market and their target
customers to analyse what products are in great demand and preferences of customers.
Target Market- It is essential for a business to evaluate their target audience in order to
project companies efforts in those areas. The main aim of companies is to transform targeted
customers into potential buyers. Managers of UBER Eats examines various factors like age
group, income level, customers tastes, etc to decide their target market.
Positioning- It refers to position brand in a way that it comes to customers mind first
when they need certain products (Matušínská and Stoklasa, 2019). The marketers of UBER Eats
provides various discounts as well as offers to its customers and make timely delivery of goods
that it became first choice of buyers when they think of ordering food which helps company to
attain its objectives.
Competitive analysis- For sustaining in market in long run, it is important for an
organisation to know about their rivals in market. UBER Eats marketers presents their products
in such a way that differentiates it from their competitors and develops a pricing policy relatively
economic.

Market Strategy- It is a crucial activity in market planning as it allows firms to achieve
organisational goals of more sales by planning how the company will reach to its end customers.
Marketers of UBER Eats adopts various strategies such as sending emails, conducting events,
social media campaigns, discount coupons to attract more consumers in brand.
Budget- Marketing planning is only successful if it remain in the budget of company.
UBER Eats managers makes a budget for various activities of marketing and constantly review
the outcome of each action.
Metrics- Comparing the actual outcomes with the projected planning is also very critical
part of marketing planning as it demonstrates companies their reach in market. UBER Eats
managers runs programs for a certain period of time to evaluates the results of marketing
planning and remove any activity that is not adding in company efforts to achieve their
objectives.
P5. Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.
The media plan is considered as a major approach which is helpful for a company in
increasing its business strength. In the era of stiff competition between different companies, it is
compulsory for UBER eats to take into consideration application of media plan for business
development. The media plan also helps a business to overcome various issues and challenges
that arise for a business at the marketplace.
Media plan for UBER eats along with recommendations is mentioned below:
 Perform market research- Marketing research is an important aspect of knowing taste
and preferences of different customers. It is essential role of marketing to develop market
research with a major target of attracting large number of customers (Schwartz and
MacDonald, 2019). Market research is an important factor which helps the company to
know exact market demand of its products and services.
 Define goals- The goals and objectives of a company should be decided by a business in
a set period of time. The company must have goals and objectives for the existence in the
business market. The UBER Eat must set their target to achieve so that they all
management of firm are working for that to achieve. The target which should set by the
management must be reasonable and able to achieve in a particular time frame.

 Set budget limits- The budget is most important aspects of a company after choosing
the objective, the company has to set the budget for everything to achieve the objective in
this budget only. It help the company to minimise the future financial risk.
 Creating the exact media plan- The management of a firm plan that how much financial
is given to the advertisement and what types of advertisement is used to represent in-front
of the customers.
 Launching of media campaigns- The company launch the product after making a proper
media plan so that they attract the customers by it advertisement. If the company had
done good advertisement then they have high chances in the market to achieve the goals
on a given time frame only.
 Measuring and evaluating results- This is the last stage in media planning which
includes measuring and evaluating the final result. It helps in development of systematic
operations and is helpful in development of necessary modifications in the plan.
Marketing budget
Particulars Amount ( In £)
Raw material 2000
Labours 1000
furniture 2600
Consumable goods 1000
Machinery 3000
Advertisement 500
Salary 1000
Total 10100

Media plan budget
Receipts
Selling of food items 35000 150000 152000
Online bookings 25000 95000 96000
Advances from clients 20000 51000 52000
Further developments 20000 50000 50000
Total receipts 100000 346000 35000
Payments
Salaries to staff 10000 55000 52000
Advertisement 5000 28000 25830
Rent of building 5000 28000 21800
Packaging 20000 60000 58000
Cost of material 30000 80000 72000
Total payments 70000 251000 229630
Cash at the end 30000 95000 120370
Marketing campaign and its objectives
The marketing campaign is an important business tool which helps a business to promote
its products and services in a well defined manner. It is also major role and responsibility of a
company to perform marketing campaign with support of professional marketing managers. The
UBER eats also organise a brief marketing campaign in order to reach large number of
customers (Iwu-James, Haliso and Ifijeh, 2020). All major companies in the international and
national marketplace focus on development of marketing campaign for focused approach. The
marketing campaign should be organised by a business entity with support of major operations in
order to lead the marketplace. The main objectives of marketing campaign for UBER eats are
mentioned below:

 Promotion- The promotion is considered as primary objective of marketing campaign
which will help UBER eats to reach maximum customers. Promotion is based on the
nature of campaign and the budget of promotion is decided by the business.
 Target customer's attention- This is the most essential objective of a marketing
campaign which helps a company to seek attention of target customers (Winston, 2020).
In the recent times, it is essential for a business to seek attention of its target customers in
order to maximise sales figures.
 Effectiveness in operations of marketing- This is also one of the major objective of
marketing campaign which brings efficiency in marketing operations. All major
companies which are working in the global and domestic marketplace should focus on
development of marketing campaign to achieve desired results. In the current scenario
business organisations takes into account all major objectives while performing a
campaign for better results. The company also achieves customer satisfaction with the
help and support of an effective marketing campaign. UBER eats also develops target
marketing and formulate the campaign accordingly.

CONCLUSION
From the above stated report it can be concluded that marketing management is the
backbone of every organisation which helps in business development. It is concluded that in the
recent times, top level management and board of directors should focus on development of
marketing operations in order to gain desired success. The above discussion concludes it is
essential for a business entity to develop marketing plan in order to gain effective and
competitive edge in a set period of time. This report also concludes it is major role of marketing
management of a company to develop effective and major strategies for precise and systematic
growth of a company.

REFERENCES
Books and Journals
Abdullaev, A. M. and Nabieva, N. M., 2021. MARKETING STRATEGY AS THE BASIS OF
EFFICIENT DEVELOPMENT OF THE ENTERPRISE. Theoretical & Applied Science.
(4). pp.374-379.
BLAIR, M. H., 2020. The Role of Marketing Research in Continually Improving Advertising
Productivity Worldwide. Master of Marketing Measurement: Margaret Henderson Blair
on Marketing Accountability. p.188.
De Frantz, M., 2018. Tourism marketing and urban politics: cultural planning in a European
capital. Tourism Geographies. 20(3). pp.481-503.
Gentsch, P., 2018. AI in marketing, sales and service: How marketers without a data science
degree can use AI, big data and bots. Springer.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. Com.
Iwu-James, J., Haliso, Y. and Ifijeh, G., 2020. Leveraging competitive intelligence for successful
marketing of academic library services. New Review of Academic Librarianship. 26(1).
pp.151-164.
Kang, J., Diao, Z. and Zanini, M. T., 2020. Business-to-business marketing responses to
COVID-19 crisis: a business process perspective. Marketing Intelligence & Planning.
Liu, J., 2021, September. Research on Enterprise Marketing Strategy Simulation System Based
on Numerical Simulation. In 2021 4th International Conference on Information Systems
and Computer Aided Education (pp. 541-546).
Maslova, T. D., Bozhuk, S. G. and Smirnova, D. V., 2019. Marketing changes management.
Matušínská, K. and Stoklasa, M., 2019. The state of strategic marketing application in Czech
small and medium-sized enterprises. Scientific Annals of Economics and Business. 66(2).
pp.193-212.
Schwartz, R. and MacDonald, K., 2019. The Marketing Edge for Filmmakers: Developing a
Marketing Mindset from Concept to Release.
Winston, W. J., 2020. Developing Marketing Strategies and Tactics. In Cases and Select
Readings in Health Care Marketing (pp. 403-420).