Serco also provides other services such as capital management, enterprise management and transportation.
It is further characterized by function. Function of services offered by Serco belongs to being a leading provider of professional, technology and management services to the federal government. It has provided services to every branch of the US. military, numerous federal civilian agencies such as the Department of Homeland Security and the intelligence community. (Serco)
Marketing mix is also concerned with product appearance, and since Serco provides services, its appearance is the kind of service it provides to customers. By this, Serco’s appearance is through its services in managing people, processes, technology and assets.
Another component of marketing mix is price. Serco competes in bidding process and prices are determined by bids. Generally, in a bidding process, awards are given to lowest bidder, meaning Serco has maintained a competitive price as it has maintained government contracts. Other options in pricing are partnership and joint ventures which Serco has entered into with government agencies and private clienteles.
Marketing mix also considers the place or channels of distribution and market coverage. In this, Serco Inc. is an international organization providing services worldwide. It is listed as top 100 FTSE international service company.
Promotion is another aspect of marketing mix that includes personal selling, advertising, public relations and media. There is very little information gathered about promotion except that it is publicly listed in the stock exchange. As a prominent figure in the exchange, its operation and financial performances are constantly being watched by stockholders who are always interested in investment returns.
Marketing strategies of the company are first, to build a balanced portfolio by spreading across markets, to reduce the company’s exposure to risks