MARKETING PLAN OF UBER DISCUSSION 2022

Running head: MARKETING PLAN OF UBER
MARKETING PLAN OF UBER
Name of the Student
Name of the University
Author Note

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Introduction
The main purpose of this paper will be to prepare a marketing plan of Uber, who is going
to introduce their two-wheeler services in the region of Australia. A brief overview of the
organization will be given about this globally reputed organization which is based in the United
States. Situation analysis on the current business operations that the management of Uber are
performing in Australia, which will involve SWOT and PESTLE analysis. This will help to
know the exact factors that are followed and need to be followed according to the strengths that
is possessed by this business house. Segmentation, targeting and positioning analysis will also be
done, which will help to target the customers or market segment who will be benefitted by
utilising this new two-wheeler service in the market place of Australia. The marketing objectives
that the management of Uber need to follow for this service will also be discussed in this paper
through SMART objective technique. Recommended marketing strategies will help to target new
set of customers by availing this fresh service in the form of marketing mix, which will help to
increase the market share for this company as well as the revenue earning for this ride-sharing
company. Financial plan will also be provided here, and at last, a brief conclusion will
summarise the main points of discussion in this paper and will end this paper.
Overview of the Organization
As discussed, the organization selected to prepare a marketing plan is Uber. This
company is a ride-sharing organization based in America. It was founded in the year of 2009,
and serves 900 cities across the world through wide array of services. They offer a wide range of
services including ride service hailing, sharing of rides, food delivery and scooter or bike rides.
The headquarters if this company is based in the city of San Francisco in California. Estimated

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recently, they serve more than 110 million users around the world. The company runs through a
mobile application where the passengers can order a ride. According to a dynamic pricing model,
Uber quotes the fare to the passenger while booking a ride. But the price of rides may vary based
on the demand and supply when the ride is requested. Passengers are also offered different
options regarding payment at the end of a ride. They can make the payment in either cash or
card or even through Google Pay, PayPal etc. As the ride gets over, the passenger is also given
the option of rating the driver as well as providing gratuity to him (uber.com/au 2020).
Situational Analysis
SWOT Analysis
Strengths
The main strength that is possessed by this ride-sharing company from America is the
technology used by them. It can be stated that the largest ride-sharing technology is used by this
company. The management has successfully positioned the organization of Uber in all the
regions where they serve the people including Australia through this technology. Currently, more
than 4.5 million people uses the services of this ride-sharing service providing company in 37
cities across the region of Australia (Roy Morgan 2020). The strong brand recognition of this
organization also helped to position them in all the market places where they serve across the
world. They has already overtaken other globally reputed brands like Honda, General Motors
and Ford from the viewpoint of brand value framework. Usage of modern and innovative
features through their ride-sharing application has also successfully strengthen the power of this
business entity, which can also be treated as another major strength possessed by Uber.
Interaction between the driver and the customer along with following the rating system has

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helped to possess a minimum level of performance for the drivers as well as the ride-sharing
service that is provided to the people of Australia (Möhlmann and Zalmanson 2017).
Weaknesses
One of the major weakness that has weakened or hampered the service provided by Uber
is its multiple scandals. Cases like targeted attacks on both the drivers and the customers along
with sexual harassment has defamed the services and the reputation of this organization. Facing
losses in spite of increase in the revenue earning can also be termed as another weakness that has
been faced by Uber since starting their business operations in Australia in the year 2012 (Roy
Morgan 2020). Heavy dependency on the overall workforce is also another major weakness of
this organization, along with the behaviors of the drivers and getting the internet services
efficiently and effectively to avail the ride-sharing services of Uber properly in the market of
Australia (Haider 2015).
Opportunities
The major opportunity that will be enjoyed by Uber is to provide faster transport facility
in the form of this two-wheeler service. The accountability as well as the performance of the
services that are management of Uber are already providing to the citizens of Australia will help
to launch this two-wheeler service. Faster rides can be availed by the people to go from one place
to the other, and they can track their drivers and send messages about the details of the location
through the application. The performances of the top drivers can also get tracked by the
management of Uber, which will help to identify the top performers. Digitalization is another
major opportunity that is enjoyed by Uber in the market of Australia, as the number of people
using smartphones are increasing on daily basis. They will be able to use the features of this
soon-to-be-launched two-wheeler service in the region of Australia. This will help to increase the