HND - MPP Marketing: Uber Eats Marketing Department Analysis

This report provides a comprehensive analysis of the marketing department within Uber Eats, detailing its structure, roles, and responsibilities. It explores the department's functions, including marketing research, product development, advertising, and business development. The report also examines the relationships between the marketing department and other departments within the organization, such as Human Resources, Customer Services, and IT. Furthermore, a PESTLE analysis compares Uber Eats with Just Eat, highlighting the political, economic, social, and technological factors influencing their operations. Finally, the report includes a marketing media plan with specific objectives and a proposed budget, aiming to enhance Uber Eats' market presence and customer engagement. This document is available on Desklib, a platform offering a wide range of study resources for students.

Name Student: Andreea Larisa Mihai
This is to confirm that this submission is my own work, produced without any
external help except acceptable support from my lecturer. It has not been copied
from any other person’s work (published or unpublished), and has not previously
been submitted for assessment either at GBS or elsewhere. I confirm that I have
read and understood the ‘GBS Academic Good Practice and Academic
Misconduct: Policy and Procedure’ available on Moodle.
I confirm I have read and understood the above Student Declaration.
Student Name (print) Andreea Larisa Mihai
Signature Mihai
Date 29/03/22
Student name: Andreea Larisa Mihai
Student ID: 2129349
Unit/Module: MPP- Marketing Planning and Processing
Programme: HND
Date: 29/03/2022
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Table of content:
PART 1
Introduction………………………………………………………………………..2
Tools for uber
eats…………………………………………………………………………………3
Organisation of the marketing department
…………………………………………………………………………4
Responsibilities of Marketing Department
………………………………………………………………………….6
Uber Eats relationship with other departments
……………………………………………………………………8
Pestle Analysis between Uber Eats and Just
eat…………………………………………………………………….10
Marketing mix (7Ps of Uber Eats and Just eat)
………………………………………………………………………12
PART 2
Media budget plan …………………………………………………………….17
Marketing media plan………………………………………………………..20
Marketing objectives:
SMART…………………………………………………………………………20
Conclusion………………………………………………………………………………22
References List …………………………………………………………………………..22
INTRODUCTION
The marketing department plays a vital role to promote the business and mission of
every organisation. The main job of Marketing department is to reach out the all the
prospects, costumers, investors and/ or the community representing in a positive
light your company by creating an overarching image. The aim of this assignment is
to investigate the main role within the department of marketing. A business without
marketing is like sitting in the dark and expecting people to find you without a light!
It serves the purpose of plugging the gap between the public requirements and the
product that are available.
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Marketing department of Uber Eats
Uber Eats is a food delivery service that let everyone order food and drinks from a
large number of local restaurants, bars and cafes via the Official uber eats website
Marketing can be define as the activity which a company undertakes for selling and
buying of services and products.
Marketing includes selling, advertising and delivery services of the products for the
costumers. (Cotler, Bowen, Makens and Baloglu, 2017) .
***Uber Eats is a mobile and online platform for ordering food from local restaurants
and having it delivered right to your door. The app is a subsidiary of Uber
Technologies, Inc., the company behind the world’s largest ride-sharing app.
The tools of Uber Eat in Marketing department:
In order to succeed the business and its products, the marketing department
requires some tools to facilitate its work. It need to discover the customers wants
and needs and provide them with it.
The TOOLS that are employed by the marketing team for Uber Eat are:
 Marketing research :
For all marketing research is responsible marketing department. This type of tool
aims to understand the costumers needs and also to identify the market for the
products that the company hopes to sell. Marketing research also help to identify the
strength and weaknesses of the business and its competitors.
 Marketing Development:
Marketing development helps to create products that costumers need or want and
improve upon the ones that already exist to create better value fr the costumers.
Product development team receive information from Marketing personnel about the
costumers preferences. The marketing team is also responsible for determining the
price of a product based on its research.
 Advertising and promotional campaigning
Once a company has a product to sell, the marketing department is in charge of
promoting the [product and the brand. This will be accomplished with the help of the
creative team who will design campaigns, events, advertising and promotional
material. The Marketing department also manages the social media marketing for
business.
Is done with the help of social media professionals who plan and implement a
strategy to promote the company and its products on the internet, generate buzz and
use it to attract costumers and increase sales.
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 Business development
The marketing team comes up with new ways to engage prospects. This may be
facilitated through advertisements in the media or internet via the website or social
media.
So the marketing department creates or generates leads for the sales department to
pursue. This is an continuous process and this department is responsible for it.
Figure 1 Marketing Development
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Marketing Development
Marketing Research Marketing Development
Advertising and
propmotional
campaining
Business Development

Organisation of a marketing plan:
The marketing department for this enterprise is responsible for promoting the
products, ideas and mission of uber eats, finding new costumers. It organise all the
activities that are concerned with marketing and promotion. It consist of a group of
people working in an hierarchical system being responsible for bringing the product
of a business to the attention of its targeted costumers.
The typical marketing department in a large business operation, in our case study,
UBER EATS, is organised as follow:
 Chef marketing officer: This is the one who in at the top of a pyramid and is
in charge for the marketing department. CMOs responsibilities include
making decisions during the development of significant marketing strategy as
well as overseeing the marketing department. CMO is also answerable to the
Board of Directors or the Management about the results of the marketing
strategies.
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 Marketing director: The responsibilities for this role are all te marketing
strategy that are created and implemented. The person in this role assist the
CMO of the company
 Vice President Marketing: The person in this role is answerable to the
marketing director. The responsibilities that comes with this role is the
implementation of the marketing strategies of the organisation. CMO is also
answerable to the Board of Directors or the Management about the results of
the marketing strategies.
 Marketing Manager: He works under the Vice President marketing and
assist him with the implementation of all strategies marketing including
creating messages or advertisement for marketing, choosing the medium of
displaying the messages, which might include media print, television, website
and social media marketing etc. Another responsibility for marketing manager
is to manage other employees of the department.
 Marketing Coordinator: Coordinates all the various sections of the
marketing department and manages the advertising and marketing
campaigns. Marketing Coordinator is responsible for tracking sales data,
maintaining the promotional material inventory, planning events, preparing
reports, etc. They work with the Marketing Manager and assist him.
 Marketing Assistant: Assists and reports to the marketing manager to run
the day to day business of a marketing department. Carries out
administrative work required for the smooth running of the department.
Marketing Analyst or Researchers: These individuals are responsible for
research and analysis that drives the marketing department and guides its
marketing strategies by finding out about the target customers and the
competition of the business. Marketing Analysts employ marketing tools such
as surveys or studies to discover information that may be useful for
marketing. They report to the marketing manager.
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2. Analyse the role of responsibilities of marketing and the
competencies required to succeed.
Responsibilities of Marketing Department:
Marketing department has a huge responsibility Uber Eats viable and
profitable. It needs to do this by creating awareness, engaging costumers,
researching costumers and their products and a whole host of other
responsibilities.
 Applying costumer centric-approach
Having a relationship with the costumers in this department is the most
important think, so that they can understand what the costumers demand
from the business and thus aim to meet those demands Costumer feedback
is one of the important part of marketing for Uber Eats and they need to
conduct surveys to get the feedback from costumers.
In the end, the focus should be to provide the customer with a valuable and
pleasant experience when interacting with the company.
 Keeping up with the competition
The marketing department is also responsilble for researching the
competitionand keeping up with the team to know what they are doing. It is
also essential to know how the company is placed in relation to its
7
CMO
Marketing
Director
Vice President
Marketing
Marketing
Manager
Marketing
Analyst

competitors, why the customers prefer the other companies, what customers
the competitors target and the relationship they have with their customers.
The marketing Department can analyse and create a better marketing and
costumer relation strategy for the company if they have all this informations.
 Branding
A brand is the identity of a company. The design for Uber Eats is a symbol that
denotes a particular product and makes is stand apart form other similar products or
business. It is the duty of the marketing department to create and promote a brand
through images, words, ideas, and promises of benefits to the customer. Uber eats
provided a library of lockup solutions featuring approved brand messaging.
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Communicating with other departments
Creating a channel of communication with all the other departments within an
organisation, is the key responsibility of the marketing department. It has to
familiarize all the employees with the marketing ethics, company’s philosophy, and
customer relationship. It can do so by conducting workshops, training sessions and
talks or presentation regarding customer handling and brand awareness.
Budget
Marketing department work on budget
It is the responsibility of the marketing department to estimate the cost of all the
marketing activities it intends to carry out and prepare a budget that would use the
allocated amount of money most efficiently. It is essential that the marketing
personnel stick to the budget.
Marketing functions
Marketing functions are the foundation for the work that marketing professionals do.
Each function comprises a set of responsibilities and tasks for a marketing team to
design, organize and execute a successful campaign.
These functions work together to help professional develop consistent marketing
strategy for Uber Eats
Relationships with other department:
Human resources:
The HR departments play a key role in attending to employees’ needs, wellbeing and
ability to work to their best potential. Uber Eats HR teams has been working in a
way that they support the workforce, it has also offered an opportunity to refresh and
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refine how they operate. HR and Management team are playing an important role in
helping the workplace to be clean and safe getting staff back to work and keeping a
tight ship.
Costumer services:
Uber Eats customer relationship is mostly self-service with customer support when
needed. There are different types of relationships based on each customer segment,
but it is automated in order to scale most of it. This department involves three sides:
customer, driver, and regulators. Uber’s focus is predominantly on the customer.
Relationships with IT:
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Uber Eats is working hard with their IT department to improve their services and
deliver the best to their costumes by providing flexibility of online payments, to track
their orders in real-time, finding exactly arrival time at the costumers stairs
Environmental PEST analysis Uber Eat vs. Just Eat
Uber Eats Just Eat
Political 1. Pressure on the UK
government to loosen
immigration rules in a
post Brexit scenario
2. Employment practices
associated with the “gig
economy “ are under
scrutiny.
3. This could lead to a
dramatic increase in
cost with the drivers for
online food delivery
services
4. Political campaign
against the taxi
lobby(kosoff, 2015)
1. Political stability and importance of
Retail sector in the country's
economy.
2. Risk of military invasion
3. Level of corruption - especially
levels of regulation in Consumer
Services sector.
4. Bureaucracy and interference in
Retail industry by government.
5. Legal framework for contract
enforcement
6. Intellectual property protection
Economic
1.
2. Economic growth slowed
to near recession levels:
3. Weakened consumer
and business sentiment
amid heightened Brexit
uncertainties.
4. Reduced inflow of
immigrant workers due
to Brexit uncertainties
5. Growth in experience
based spending
1. Government intervention in the
free market and related Consumer
Services
2. Exchange rates & stability of host
country currency.
3. Efficiency of financial markets –
Does Just Eat Plc needs to raise
capital in local market?
4. Infrastructure quality in Retail
industry
5. Comparative advantages of host
country and Consumer Services
sector in the particular country.
6. Skill level of workforce in Retail
industry.
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Social 1. Near full employment
2. Emergence of
Millennials as the main
consumption driver.
3. Trends towards
healthier alternatives in
meals and food
4. Healthy life style trend
(Scoholliers, 2015 p.2-
6)
1. Demographics and skill level of the
population
2. Class structure, hierarchy and
power structure in the society.
3. Education level as well as
education standard in the Just Eat
Plc ’s industry
4. Culture (gender roles, social
conventions etc.)
Technological 1. Mobile mentality is now
the new paradigm
2. Drones and self driving
vehicles are being
tested for last file mile
3. Consumers response
to technology varies
(Mc. Kinley 2002 p.56-
58)
4. Proliferation on
smartphone technology
1.
2. Recent technological
developments by Just Eat Plc
competitors
3. Technology's impact on product
offering
4. Impact on cost structure in Retail
industry
5. Impact on value chain structure in
Consumer Services sector
6. Rate of technological diffusion
Legal 1. Anti-trust law in Retail industry and
overall in the country.
2. Discrimination law
3. Copyright, patents / Intellectual
property law
4. Consumer protection and e-
commerce
5. Employment law
6. Health and safety law
7. Data Protection
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