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
Describe the Production, Product, Selling, and Marketing orientations
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
Describe marketing environment analysis and discuss why it is important for Addison Lee, prior to setting a marketing strategy
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
Considering the micro environment of Addison Lee, identify two key competitors and discuss their potential threat to the business
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
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.
Explain the concept of market segmentation and its importance in planning a marketing strategy for Addison Lee
Discuss two (2) segmentation approaches that Addison Lee could adopt when segmenting the market for 16 – 25-year olds
Task 4: Marketing Mix
Using the 7ps, Identify and describe Addison Lee’s current marketing mix using appropriate examples for each of the 7P’s
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
As a newly appointed marketing assistant of the Addison Lee
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