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Task LO1
1.1 Explain with the use of examples some of the changing
perspectives in marketing planning.
Marketing is the essence of any business whether private or
commercialized. As a market consists of consumers who tend to
purchase certain type of goods or service. In addition to this market is
also sub-divided into individual segments each of which are
considered as separate markets, so every business help should be
able to define their market. Whereas market planning is includes the
physical location of the market, size of the market, various segments
of market, product, price, and place and promotion decision by the
company, etc. for the company to plan in order to bring itself in a
perfect market. The Taxi Plan for private hire taxies is of innovative
and persuasive. Their main aim is to serve their customers at a fair
and honest way. The changing perspectives in marketing planning
are for private hire taxi is:
The production concept: The mangers laying emphasis on
this concept will focus on high production efficiency, low cost,
and distribution widely and assumption is based on availability
of the taxi service and at low cost.
The product concept: Consumer favours those products
which are offering more quality, innovative features, mangers
make superior product for example private taxi are made more
attractive with superior interiors and innovative features like
television installed in taxi to compete with the public taxi
services.
The Selling concept:The selling concept of private hire taxi
has also changes to adopt aggressive selling and promotional
effort.
The social marketing conceptis focused on analysing the
needs, wants and interest of target markets and delivering
desired needs more effective than their competitors.
(Chowdhury, n.d.)

1.2 How would you as a marketing manager evaluate the

organisations capability for planning its future marketing activity
Being the marketing manager of Private hire taxi and as the
organisation is facing decline in sales, it has to evaluate the capability
for planning its future marketing activity. The organisations capability
is its core competence, weakness, strength, behaviour and its
resources as well. The organisation in order to prove capability has to
utilize its strength properly to overcome its weaknesses. So for future
marketing activity planning will evolve the following aspects:
Capability of finance: The private hire taxi has to establish a
financial holding company which would have an approval of
financial service agency as limousines, wedding and funeral
cars are hired on longer contracts by the intending customers
so the private hire taxi service will have to strengthen its
financial distribution strong to have more and more luxurious
cars in their range.
Capable technologically:The private hire taxi will have to
convert the new technology into its new products which are to
be marketed. As the latest health and safety measures being
adopted by the private taxi to secure their customers like
sometimes taxi catch fire so to avoid this latest technology is
being used by the company.
Known and established properly: It is essential for the
organisation to sustain the market conditions on the basis of
making its service well known in front of its customers LIKE 24
x 7 private hire taxis being popular in front of customers.
Being loyal: As few taxi for hire are the well-known company in
providing its consistent service to their customers so loyalty
would be the result on the parts of the customers for them.
(Law commission, 2012)

1.3 What are the main techniques for organizational auditing that you
would use and for analysing external factors that would affect
marketing planning in your organisation.
The organizational audit can be defined as the objective assurance,
independent and consulting activity which is designed to add value
and improve the organisations operations. It will help to organisation
to accomplish its objectives with bringing a systematic, organized
approach to improve its risk management techniques, governance
and control. Therefore organizational audit can be considered as an
activity conducted by an organisation in order to capture the right
approach to deal with its operations and overcome its weaknesses as
well strengthen its strength much. (UK Essays (I), n.d.) As the private
hire taxi are running in loss in its sales of its service so an audit
should be conducted for this organisation to again acquire a stable
position in market. By audit the essentials for the drivers of the taxi
and as well the essential requirements needed to satisfy the
customers will be analysed which will help the organisation in
improving that weakness and attain more and more potential
customers towards it. This will help the organisation to move in a
correct direction and being the marketing manager for the
organisation since last six months, I have realized that the company
in addition to have a market plan should assess its capabilities too
and have a regular audit session so that the emerging requirements
at the companys end can be met. The organisation with the help of
auditing will be able to perform in a much efficient and effective way
as never before or as the situation is demanding to have an audit for
the same.
1.4 Carry out organizational auditing and analysis of external factors
which affect the marketing planning in the given situation in
your organisation.
Organizational auditing has certain similarities with the financial audit
which is an appraisal of the existing activities of market. This audit
helps in assessing the past and present performance and a basis for
evaluating the future courses of action which could be possibly met.
As the business environment is constantly changing so the market
audit is to be used as a reference tool in analysing changes in the
external environment with respect to own internal experiences of
business.
The external factors which are divided into three groups as
competitive environment, the economic environment and market
environment of the organisation, such factors are to be included in
the audit as they will allow the organisation to compete , affect its
competitors and as well will allow to compete where one cannot. With
the help of the net device we can use internet which will help in
analysing many sources of information on the competitors and
environment, in this context company reports are a good source of
acknowledging the information based on competition.
The external factors which have affected the marketing planning in a
given situation are:
Economic: This includes the employment levels, income
levels, economic growth rate and inflation which will affect in
 making the planning decisions regarding the organisation
movement in a given direction. As in situations of inflation the
organisation may demand planning of the marketing activities
depending upon the purchasing power of the customers
dependant on the income levels in that situation.
Political:It will include the tax levels, governments actions,
privatization, etc. according to the tax levied by the government
on state change, the private taxi companies will not include
such taxes in their fair and will allow the customer to pay these
taxes in addition to the fair been charged by them. This will be
beneficial for the private hire taxi business to save their amount
in paying such taxes but will somehow effect the customer to
again go for hiring the same taxi service.
Cultural and social:These factors can impact depending upon
the demographics like population, age, distribution, etc.,
lifestyles and cultural values (changing beliefs, family values,
skills, etc.) These have an impact on the taxi services as the
services would be analysed by the people depending on their
beliefs which they had made on the use of the services at once
so the organisation has to direct its actions towards planning a
strategy which will require the people or the prospective
customers to call for their services again. The use of service will
also depend on the age and the type of population, the
organisation is demanding for the use of its services.
Technological: This factor requires that the organisation
should base its planning strategy on the basis of the latest
technology which has arrived in the market and which has been
in use by the competitors of the organisation. It also includes
Internet which allows the customer to search for the best
services and the contact information of the taxi for hire on the
net and about the number of recommendations been made on
the organisation based on its prompt services. Along with the
help of the telephonic services which are being readily used by
the prospective customer in order to get the detailed
information about the organisation to contact with.
Environmental: This factor is based on the environmental
aspects, to keep the surrounding clean and safe. The
organisation for private hire taxi needs to analyse whether there
vehicles are not rendering pollution in the city and whether they
are safe from having any side effect of the climate change like
 in heavy rains many vehicles start creating problem and many
even skid due to inappropriate tyres, etc.
Legal: This factor revolves around law of the country which is a
compulsion to be applied on the organisations whether private
or public. The organisation has to abide by the laws of the
nation and to have well trained drivers with appropriate licenses
and should have the driving skills depending on the rules of the
nation. All these decisions are to be taken in consideration by
the organisation in order to have effective market.

In addition to this the organisation is also able to analyse the

competitive environment on the basis of the external audit as it will
make analyse how competitive the market is and what the
competitors are likely do depending upon the state or the condition so
arising in the organisation. The company is able to evaluate the threat
of the new entrants, the threat of the substitute products, the
bargaining power of the suppliers and the customer, who are the
exact competitors, who are the competitors who largely affect the
operations of the organisation, about their size, their reputation in
market, about their capabilities of producing the services and
distributing them as well, whether the competitors are aspiring to give
additional service to its customers along with the general one, what is
the marketing strategy being adopted by the organisation as of
diversified nature or some other type, finally analysing their SWOT so
as to strengthen my own in comparison of my competitors and this
will lead to increased sales. (The Chartered Institute of Marketing,
n.d.)