Strategic Marketing Processes and Planning for Uber Eats Growth

This report provides a comprehensive analysis of Uber Eats' marketing processes and planning, examining current marketing trends and strategies within the food delivery industry. It explores the roles and responsibilities of marketing, the interrelationship between organizational vision, mission, and purpose, and the internal and external factors influencing marketing functions. A comparative marketing mix analysis of Uber Eats and Just Eat is presented, along with marketing strategies and tactics for organizational success. The report includes a detailed market plan for Uber Eats, covering product selection, market objectives, a SWOT analysis, and Porter's Five Forces analysis. It also addresses budgeting, monitoring, control plans, and appropriate communication channels, concluding with recommendations for enhancing Uber Eats' marketing effectiveness and overall business growth. Desklib provides this assignment solution and other study resources for students.

Unit 2 Marketing Processes
and Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction to current marketing trend and explaining the concept of marketing in context of
the company.................................................................................................................................3
Analysing the roles and responsibilities of marketing and its competencies required to
succeed.........................................................................................................................................3
Marketing functions.....................................................................................................................4
Explaining the interrelationship which supports the organization vision, mission and purpose. 4
Reflection on internal and external factor which influence the marketing functions..................5
Comparing and performing the marketing mix of Uber Eat with Just Eat..................................5
Marketing strategies and tactics which helps the organization to meet overall success..............6
Recommendation.........................................................................................................................6
CONCLUSION................................................................................................................................6
TASK 2............................................................................................................................................7
INTRODUCTION...........................................................................................................................7
MAIN BODY...................................................................................................................................7
Market plan..................................................................................................................................7
Selection of a product .................................................................................................................7
Developing market objectives......................................................................................................7
Evidence based market scan .......................................................................................................8
Effective marketing strategy........................................................................................................9
Budget..........................................................................................................................................9
Monitoring and control plan......................................................................................................10
Media budget.............................................................................................................................10
Recommendation.......................................................................................................................10
Appropriate channels for communication..................................................................................11
Justification................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a process of advertising the particular organization product and services
to the consumer so that they can be able to grow and develop their business. The company
Uber Eat is one of the online food delivery platform who wants to increase their marketing
process and strategies in definite manner and can obtain the excellent outcome. The report
will illustrate the concept of the marketing which is required to be adopted by the Uber Eat
according to the market trends where they can be able to obtain the fruitful result and
outcome (NEGRICEA and PURCAREA, 2018). It includes the different marketing functions
and strategies which can accelerate the definite growth of the organization.
TASK 1
MAIN BODY
Introduction to current marketing trend and explaining the concept of marketing in context of the
company.
The Uber Eat company is food delivering services platform where the concept of this
food delivery system has been adopted by many other organization and able to gain fruitful
results. The company has been utilizing the different ways of marketing within a trend which can
make their business grow and develop in appropriate manner. Uber Eat company has been using
the application for the consumer for the better online services they can be utilized and can order
their foods accordingly. Marketing is the important factor in any business which helps the
company to express and aware the customer about their particular services and products.
Nowadays, there are many trends has been after the pandemic where the food industry is
required to grow appropriately (Najem, 2021). For example, third party delivery, in-house
restaurant delivery, online selling, subscriptions for the better profit. These trends are required to
be adapted by the Uber Eat from which they can be able to receive the better amount of outcome
and profit. Applying these trends will increase the marketing areas of the company and can be
able to deliver the services in effective manner.
Analysing the roles and responsibilities of marketing and its competencies required to succeed.
The marketing have one particular role and responsibilities where they have to advertise
their product and services so that the information can be able to reach to the target market or
consumers. Marketing departments has to promote their brand and receive the appropriate
feedbacks and reviews is the most important activity they have to perform. They are also having

a responsibility where they have to conduct a marketing campaign for the increased sales and can
obtain the focus of the people from which they can be able to know about the product and
service. Even, the Uber Eat has created an application of their services where they can be able to
promote their product and can obtain the higher profitability from the consumers.
Marketing functions.
Marketing department has the interrelationship with the other departments which is
essential for them to obtain the better outcome. The marketing department is interacted with the
operation management, finance management and even from human resource management. The
interaction from the operation management is required by the marketing department as it ensures
the safety of the products and services from which they can be ale to promote the services and
also can ensure the public in regard to the quality of the product (Nam, Kim Chang and et.al.,
2021). The operation management also required for marketing team as they can be able to know
the schedule of the particular manufacturing so that the marketing department can deliver the
accurate information to the customers. Also, finance department is also important for the
marketing department as it will enable the team for the appropriate finance and economy which
they can spend in the marketing areas and tools. At last, the interaction from the human resource
team will help the marketing department to hire an ambitious staff people in the sales team who
can provide the innovative ideas and can deliver the effectiveness.
Explaining the interrelationship which supports the organization vision, mission and purpose.
To run any business it is important understand and set a definite goals and mission from
which the individual can be able to drive in the particular direction. The three concepts vision,
mission and purpose is interconnected with each other and can create a definite path for the
business to grow and develop appropriately. Before launching and starting of a company an
individual needs to create a definite vision from which they can be able to decide the business
areas and the different tactics for the better development. As, an individual is able to create a
vision then, the mission is required to be formed or set by the person as they have to reach this
level of success in the definite time period (Malaisamy, 2021). At last, a perfect purpose is
required by the person so that they can work on the particular mission and can obtain effective
result and outcome.

Reflection on internal and external factor which influence the marketing functions.
There are many factors which influences the marketing functions. Here, mentioned the internal
and external factor both which affect the marketing of a business.
External
Competition: In my opinion, there are food delivering industries has been launched and started
which creates a huge or wide competition in the market field. For example, Just Eat who is also a
very good food delivery services.
Technology: In today life, everyday someone is driving the innovation at higher places which
creates an issue for the consumer to understand the technology. A rapid technological changes
has been impacted the market and consumer as well (Reshmidilova, 2019).
Internal
Operational issues: This factor includes the quality area of the product and service where the
marketing department has bee get affected. Marketing of the product or services includes the
valid information about the product top the consumers where the production issues can impact
the marketing.
Finance: The lack of finance can impact the marketing from where the department cannot be
able to provide and deliver the appropriate marketing and advertising to the target market.
Comparing and performing the marketing mix of Uber Eat with Just Eat.
Product There are many kinds of products and services launched by the company Uber
where the Uber eats is a food delivery system. They deliver the food by online
ordering and deliver the food according to the location. On other side, the Just
eat company is also online food delivery system where the company do not
operate and established their own application for the deliveries.
Price The pricing structure of the Uber eat is quite good and also provides the
discounts on the membership and on other hand, Just Eat company offers quite
high pricing (Paul, 2019).
Place Uber eat deliver the food from its store and online platform both but Just Eat
only deliver their services online.

Promotion Uber Eats gives the 50% off on the first order where the just Eat only offers
25%.
Marketing strategies and tactics which helps the organization to meet overall success
The company Uber Eat implements the social media platform strategy to promote and
advertise their services widely. Social media is very vast platform where the product and services
can be able easily promoted by the business management and can earn the maximum profit.
Even, they had created a particular application for the consumer so that they can easily order the
food and can increase the number of customers (Agarwal and Bansal, 2018).
Recommendation
 Uber Eat is required to focus on the offline delivery services from which they also can
increase their consumer.
 The mentioned company also requires to put the best offers for the consumer such as
occasional discounts.
CONCLUSION
The report has concluded the importance of marketing in a business which can result a
company very beneficial. In this report, the mentioned company wants to drive the marketing
better in relation to marketing trends which can result better outcome. It has included the
mission, vision and purpose of the company and also included the marketing function, different
tactics and strategies which can influence the marketing environment. Also, the report has
mentioned the justified recommendation which can provide a better opportunity to the company
to adopt and can increase their profit and benefits in appropriate manner.

TASK 2
INTRODUCTION
This report will show the market plan and media plan for the business organization that is
Uber eats, That gives door to door delivery service of foods and groceries, this online food
delivery system was started by Uber in 2014 in which the meals are delivered by using cars,
scooters or by walking. Market plan is a document that state the advertising strategy that a firm
will execute to achieve its target in the market. And media plan is the structure through which the
marketers got to know that where, how and when they will run their own advertisement in the
way to increase return on investment and engagements(Popan, C., 2021).
MAIN BODY
Market plan
A market plan helps in determining that who the target market is, how best the marketer can
reach them, at what price the goods or services has to be sold and how will a company measure
it's efforts.
MARKET PLAN REPORT
Selection of a product
For the market plan the Uber Eats can be the suitable organisation having best products in the
current trend market. The plan of marketing mainly focuses on decisions of business of Uber
Eats and has shown the way to target their customer base of 25-45 year old. The main benefit of
UberEats is all of it's competitors are facing lack of financing and Uber Eats is earning at there
place on it's brand name(Nazario Ramírez,2018).
Developing market objectives
The main reason behind the running of an organisation is it's objective, some of the main
objectives are :- increase in restaurant sign up
Increase in restaurants sign up
SPECIFIC Sign up of 12 new restaurants in the first month
MEASURABLE Sign up of 1 restaurant in every 4 days in the month of 30 days
ACHIEVABLE The success of Uber eats is very high, person who is signed up to app have
the maximum chance to give a order from application or will come to
restaurant dinning space for dine in

REALISTIC It his take huge time in the reality because of the process that a restaurant
take in to partner with UberEats
TIMELY In the period of 3 months there must be 30 new sign ups of restaurant
Evidence based market scan
To have a market scan of organisation , there are two analysis that have to be created:-
SWOT and Porter's five forces
SWOT ANALYSIS
STRENGHTS:
 IT IS A WELL- REPUTATED
BRAND.
 DRIVERS FROM UBER ARE
AVAILABLE EVERY TIME FOR
DELIVERY
WEAKNESSES:
 THERE IS ONLY ONE WAY OF
ORDERING THAT IS APP.
 PERSON WHO DOESN'T HAVE AN
SMART PHONE CAN'T ORDER
FOODS
OPPORTUNITIES;
 CAN INCREASE THEIR DELIVERY
AREAS
 TARGETING THE CONSUMER
HIGH-END
THREATS:
 PRICE IS VERY SENSITIVE IN THIS
MARKET
 RESTAURANTS ARE TOO
EXCLUSIVE
PORTER'S FIVE FORCES
Competition among
existing firms
Zomato, swiggy, Foodora, Menu log are the direct competition to the
Uber Eats
Threat of substitute Lite'n'easy is the biggest threat to the organization as consumer favour
it because it is less expensive
Threat of new entrants Firms who are coming to enter this market in upcoming time must have
something innovative to compete with Uber Eats.
Bargaining power of Consumer have a big power and can purchase from the market selling

buyers the product at lower price(SADIK, R.M., 2018).
Bargaining power of
suppliers
Without restaurants uber eats is nothing so the real bargaining power
goes in the pocket of restaurants.
Effective marketing strategy
There are two main strategy these are as follow:-
STP ANALYSIS
Segmentation: It is further divided in two segments these are demographic and psycho graphic
Demographic segmentation :- This organization has separated the market based on age. This
includes the teenagers who love to eat foods but have less money to spend on , the next is office
people's that doesn't have time to cook and want to spend less on food.
Psycho graphic segmentation :- This divides the market based on lifestyle of people's on the
basis of their social features and personality traits. This organization has gone into the emotions
of peoples, providing less and affordable price(Xi, Y., 2020).
Target: The targeting market of this organisation are the people's of age 18-45
Positioning: Providing food at the least price without compromising on the speed of service is
the main positioning strategy of Uber Eats(Goch, R. 2018).
7p's OF MARKETING
Product : means the service uber eats is providing to customer, menu is the service that uber eats
provide in which your dine in menu can be different example – restaurant serving coffee in
dining but not serving it as delivery
Price : There are 4 major components of price these are:- menu item price, packaging fees, taxes
and delivery fees
Place : it means the channel by which the organisation will get the orders it is application
Promotion: it means the advertisement of the organisation through every mean and everywhere
Process: it covers the operation of the firm of food delivery system example- provision of
refunds
Physical evidence : tangible or tangible resource of organisation that consumer comes in touch
with.
People: the main resource of any organisation is HR.

Budget
ITEM COST SUB-TOTAL
Uber costume $2 * 5,000 $10,000
Free deliveries $5 * 250 ( per day deliveries ) $30,000
Loyalty programs $15 off on every 5th order –
45,000/5*20
$180,000
Influencer marketing Cost of influencer $10 each of
2 posts-$100*10*2
$2,000
Sponsor ads $16000 for Instagram editor
campaign
$16,000
Contingency Allowance of addition
promotion cost
$12,000
TOTAL ------------------------------------- $250,000
Monitoring and control plan
Uber is everywhere in the city they monitor and control their orders by giving the orders
in a equal manner, to it's drivers so that they can use time management skills and deliver it to
consumer this skill is maintained through the personal application of delivery man of the
organization in which the firm sends the order, and they deliver the order and gets the pay in
return. They review and pay their employees through the help of reviews which were given by
the customers (Kwok,N.K., 2021).
Media plan
This plan is made to reach the target customer through the way of promotion which will attract
the customer.
Media budget
UberEats is the part of Uber technology that provides foods and grociery services through
online mode, it has spended over $104 million on the advertising of it's sevices or products in
digital, offline and national T.V, Uber eats have invested in premium ad units and adverised on
mpre than 250 different media units , it has advertised itslef in many channels which include
websites, facebook, instagram, national T.V channels, private posters, face to face advertising

their media budget includes the kit and uniform of their employees so whenever or wherever
they go they can advertise the organisation (Furunes, 2019).
Recommendation
The company Uber Eat also can conduct a marketing campaign which also covers the
activity in setted budget and can increase the consumer scale in appropriate manner. The
company is already utilizing the technology where it included the television media and social
media platform for the better reach to the target market. Using the social media platform is the
best way from where the company can be able to obtain the maximum amount of profit and can
achieve the success in overall decided budget and finance (Hasan and Islam, 2020). Deciding the
definite target market for the services and product is the best way to align with the business
marketing objectives.
Appropriate channels for communication
Digital: There are many channels for the communication where the company can create a
particular website for the better reach to the people and also can utilize the what's-app, SMS, live
chat and such more channels.
Offline: This area includes the channels such a newspaper, campaign, presentations, printing
materials like pamphlets. All these objectives comes under the offline marketing where the
company can utilize and can earn the profit.
Social Media: The social media platform is quite vast and very effective which helps the
business and marketing areas to promote their objectives in wide manner. The channels such as
Facebook, Instagram, Twitter, You-tube and such more.
Justification
The company named Uber Eat is adopting and focusing on both areas qualitative and
quantitative where the quantitative criteria include the base, reach, engagement or a number of
consumer which can affect the company business (Eriksson, Bigi and Bonera, 2020). On another
side, the qualitative mainly focuses on the quality of the product and services where the company
is also can be able to obtain the appropriate amount of profit and outcome. Implementing these
both criterion strategies helps the organization to increase their marketing areas and can grow
and develop effectively.

CONCLUSION
This study has the two types of plan used by UberEats these are marketing plan and
media plan. These plans shows that the how UberEats can use the proper strategies to implement
a powerful position in the food and groceries delivery market, it is based on promoting the
healthy/stylish food ways, Uber Eats have to appeal to big-end market restaurants within the city
to distinguish between the brands, these plans outlines the best use of discounts for regular
purchases which rewards the loyalty of the brand customers in final terms the organisation
willaim to energise th brand UberEats through promotion using social media and national T.V.
All these strategies will help out UberEats on it's initial stage(Akcam, B.K.2020,).

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