MARKETING

Addison Lee Minicab Service

Table of Contents

Introduction3

Methodology3

Marketing Led4

Marketing Ethics and Responsible Marketing5

Relationship marketing6

Examples of Addison Lee that how it is marketing led6

Relationship marketing with examples of Addison Lee7

SLEPT Analysis8

Social8

Legal9

Economic10

Political10

Technological11

Recommendations for growth11

Addison Lee Minicab Service

Introduction

In today's age of cut throat competition, businesses have to come up with strategies to not only survive but also remain profitable. This is the first and foremost objective of any business and cannot be achieved without management commitment to creating value for its customers (Zuzovsky, 2004, p. 78). The paper discusses the use of responsible marketing to build relationships with customers. The paper discusses the marketing strategies designed and executed at a marketing led company Addison Lee. Addison Lee is one of the most popular private hire companies in London founded by CEO John Griffin in the year of 1975. The business is the realization of dream of the owner who was a minicab driver but wanted to do something big in life. The small business has grown over time and is now operational with a fleet of 3,500 vehicles (Hunger, 2010, p. 109). These are operated by more than 2200 drivers who work in different shifts to provide round the clock services to the valued customers of Addison Lee. In addition to this primary business, the company also has a fleet of 100 coaches which generate the company its marginal turnover. The company is accredited with Investors in People and is ISO 9002 certified.

Methodology

The research will be focused on gathering data related to Addison Lee minicab Service Company, and about the marketing strategies for which the firm needs to implement to ensure customer satisfaction. Data of the research will be collected through secondary research which will be qualitative data. The information collected will then be analyzed thoroughly to provide significant recommendation to the company on enhancing its marketing and targeting customer effectively.

Marketing Led

It is the marketing strategy in which a firm searches to determine what quality and products a consumer might need, and then implements those ideas for fulfilling the customer needs. This strategy depends heavily over the search operations. A market-led based strategy demands what are the wants of customers? How they could be satisfied for these wants? It has been observed in the Marketing-led organizations that they require foremost traditional shift in the corporation where everything belongs to the voice of the consumer. Marketing-led Corporation or firms concentrates on consumer satisfaction, retention, management experience, and lifetime value. On other hand, sales-Led corporations concentrate over customer acquisition, market share, profit and revenue. As it is stated by Jeffrey that there should be some commitment to invest in the corporation and its infrastructure for providing better services to customers, which can create a world-class reputation and customer experience. But it does not define that organization should flood their money over the advertisement and brand awareness.

A marketing led company is one which keeps a constant tab on the ever changing needs of its customers (Autor & Frank, 2003, ...