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MCOM4040 Marketing And Communications

tag 0 Download 11 Pages / 2,588 Words tag 23-09-2021



Addison Lee is a private hire services company in the UK, founded in 1975. The business has been in operation for over 40 years offering a range of same day, international, mobile and customer focused delivery services provided through minicabs, taxybikes, coaches and private jets.

Originally known as a business to business company, Addison Lee has expanded its business to consumer offering, with 50% of the business going through the company app which was launched in 2009 and a quarter of traffic driven through the website (MarketingWeek, 2017).

As part of their rebrand strategy a bold new premium look and feel was unveiled in 2016, the new logo and colour palette in yellow, black and slate signifies their commitment to offering passengers quality and service (TheDrum, 2016)

Focused on enhancing the customer experience, Addison Lee has invested heavily in mirroring Uber’s London features, like off peak weekend fares, sharing your ETA and driver tipping, additionally, the company announced plans in September 2017 to increase the number of fleet drivers from 3,600 to 4,450 (Smith, 2017).

In increasing the consumer side of business, the company is dedicated to its personalisation strategy, where data is used to offer personalised deals via email or text based on previous journey behaviour. With the recent news that key competitor UBER has lost their operating license in London, Londoners will be seeking out travel alternatives, giving Addison Lee ample opportunity to expand its client base (MarketingWeek 2017).

As a newly appointed marketing assistant of the Addison Lee marketing team, you have been asked to write a report addressing the following task areas:

Task 1: Evolution of marketing

  1. Describethe Production, Product, Selling, and Marketing orientations
  2. Identifyand explain the orientation adopted by Addison Lee, and provide two (2) examples that demonstrate Addison Lee’s use of the approach

Task 2: Marketing environments

  1. Describemarketing environment analysis and discuss why it is important for Addison Lee, prior to setting a marketing strategy
  2. Considering the macro environment of Addison Lee, identifyand discuss one (1)

Economic factor and one (1) sociocultural factor that impact Addison Lee’s marketing decisions. Explain whether the factors create marketing opportunities or threats for Addison Lee

  1. Considering the micro environment of Addison Lee, identifytwo key competitors and discuss their potential threat to the business
  2. Identifyand explain two (2) internal environmental factors that could be considered as strengths or weaknesses of Addison Lee’s business operation

Task 3: Marketing strategies

The Marketing Director has announced a new objective for the company:

To grow the Addison Lee car service business by 3% by targeting a younger demographic of 16 – 25-year olds by June 2018.

  1. Explainthe concept of market segmentation and its importance in planning a marketing strategy for Addison Lee
  2. Discusstwo (2) segmentation approaches that Addison Lee could adopt when segmenting the market for 16 – 25-year olds

Task 4: Marketing mix

  1. Using the 7ps, Identifyand describe Addison Lee’s current marketing mix using appropriate examples for each of the 7P’s
  2. Recommendchanges to the Product, Price and Promotion element of Addison Lee’s marketing mix (7ps) which will enable the business to achieve its desired objective, of 3% growth in their car service business by targeting 16-25-year olds
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Total 11 pages

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