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MCOM4040 Marketing And Communications

tag 0 Download 10 Pages / 2,490 Words tag 15-07-2021

Question:

Learning outcomes assessed:

  • Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix.
  • Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour.
  • Discuss the factors that determine competitive advantage within organisations
  • Explain key theories, concepts and models underpinning business communication to create effective communications.
  • Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation.
  • Demonstrate an application of concepts and techniques related to business communication processes used within the workplace

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 (LO1)

  1. Describe the Production, Product, Selling, and Marketing orientations
  2. Identify and 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 (LO2)

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

Task 3: Marketing strategies (LO3)

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

Task 4: Marketing mix (LO1)

  1. Using the 7ps, Identify and describe Addison Lee’s current marketing mix using appropriate examples for each of the 7P’s.
  2. Recommend changes 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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[Accessed 28 January 2023].

My Assignment Help. 'MCOM4040 Marketing And Communications' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mcom4040-marketing-and-communications/performance-of-marketing-mix-activities.html> accessed 28 January 2023.

My Assignment Help. MCOM4040 Marketing And Communications [Internet]. My Assignment Help. 2021 [cited 28 January 2023]. Available from: https://myassignmenthelp.com/free-samples/mcom4040-marketing-and-communications/performance-of-marketing-mix-activities.html.


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