International Marketing Case Study on Uber

This report presents a case study on international marketing, focusing on Uber. It discusses marketing management concepts, marketing mix, and the role of marketing tools like SWOT and Ansoff matrix. The report also includes a case study on Blentec, analyzing consumer behavior and brand management.

International Marketing case study on case
of UBER or any other company that is
listed on the link that can be founded on
the attached assignment brief

Executive summary
The report has described in task 1 about international marketing of Uber. It has been
discussed about the marketing management concept like marketing mix, marketing plan,
concepts like holistic approach, etc. also, it has been explained about the marketing mix of Uber
and role of marketing tools such as SWOT and Ansoff matrix in Uber. In task 2 case study of
Blentec has been solved. In that three elements of Blentec that are consumer affect, consumer
behaviour and consumer environment has been explained. Moreover, the process involved in
brand management and how it influences consumer behaviour has been discussed.

Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Literature review..............................................................................................................................4
Application of theory to practice.................................................................................................5
TASK 2............................................................................................................................................1
Three elements of consumer analysis for Blentec.......................................................................1
Processes involved in brand management of Blentec and ways in which influence consumer
Behaviour.....................................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
International marketing defined as performance of business activities that mainly
designed to plan, promote, price and directs the flow of firms good and services (Pegan, Vianelli
and de Luca, 2020). International marketing is based on the plan of action that is created within
the home country of company.
The present study is based on international marketing case study of Uber, this is
American multinational ride firm that offering services as ride service hailing, food delivery etc.
Furthermore, study will lay emphasis on key literature review of the current issues and
also include marketing management concepts, marking mix and appropriate application of tools
and techniques of to undertake marketing analysis.
Literature review
Marketing management concept termed out as the philosophies that mainly utilised by the
businesses in order to direct the marketing efforts. As per the view of Martin, Javalgi and
Ciravegna, (2020) this is defined as the philosophies that uses by firm to define and accomplish
the needs of customers and to undertake the step that aids to serve to both customer and
company. Generally, marketing management philosophies are inclusive of concepts as Holistic
marketing approach, societal marketing concept, selling concept, product concept etc. In contrary
to stated that this is the concept that defined as to select the target market, getting, keeping and
growing customers with help of creating, communicating and delivering the super customer
value.
Marketing mix can be termed out as foundation for the business enterprise that is
inclusive of things as are product, price, place and promotion. There are the significant tool that
aids to carry out the business activities in effective and efficient manner by determining the value
of each term. According to the view of stated that marketing mix is concept that includes set of
actions and tactics that uses by the firm to promote its brand and commodities. It is one of the
tool of marketing that is very effective to pursue the marketing objectives within the target
market.
Marketing plan is termed out as to document that outlines the roadmap which aids to
deliver the product and services. As per the view of Pegan, Vianelli and de Luca, (2020) stated
that marketing is defined as the business activities that is mainly used in accomplish the specific

objectives within the particular period of time. It aids to put major focus firm resources in order
to reach target customers so that business functions can drive effectively.
Marketing tools are defined as advancement that uses by the firm that can use to develop
and promote the product and services. As per the view of Ramon-Muñoz, (2020) stated that this
is defined as tool that mainly used to convey the message to the target market and potential
market.
Application of theory to practice
1.Concept of marketing management, processes and strategies.
Marketing management is termed out as art and science of selecting the target market,
exploring, creating and delivering the values that aids to satisfy the need of target market to
accomplish high level of profitability. Thus, marketing management concept as are-
Product concept- It is based on the idea that customers prefers the quality commodities instead
of focussing over the price and availability (Guo and Zhang, 2020). Thus, Uber is using this
concept in terms to putting core focus on to developing the better quality commodity that can be
a bit expensive. Therefore, the one disadvantage of this concept is that this only consider the
quality of commodities not other components as usability, price and availability etc.
Marketing concept- It is based on idea in which customer needs to buy the commodities that
accomplish their needs. Uber is continually looking forward to build the better customer
relationship as this aids to enhance the goodwill of the enterprise (Ramon-Muñoz, 2020).
Therefore, the firm that is based on marketing philosophies performs the customer research to
undertake the evaluation of needs and wants of customers.
Strategies of Uber- The business strategies of the chosen enterprise as Uber is to use to the
multi sided technology platform. This is one of the effective technologies foundation upon which
the users, customers and other entities can connect and exchange their value by collaboration
complementing and with help of transacting with one another.
2. Critical evaluation of marketing mix of chosen organisation
This is framework that is inclusive of the price place, product and promotion. Therefore,
marketing mix defined as-:
Product- The customer who select the Uber that means they want the services of taxi ride that is
comfortable and hassle free. Therefore, Pegan, Vianelli and de Luca, (2020) stated that feature

of the chosen entity is that it is the easy to use the Uber app that can be downloaded in any
device for free. It is the app that is free to use and customer not need to pay any price for it.
Place- The services of this enterprise is located at the online sire as Google app store or apple
store. At the time when customer book the cab they also given a estimate time of reaching of
driver and also estimate fare.
Price- The application of uber is a free to use. The fare charges of the uber is cheaper than any
other taxi firms. Therefore, Martin, Javalgi and Ciravegna, (2020)stated that the prices is based
on distance and location of the consumer want to go and additional price may be charged if there
is any change in the peak times.
Promotion- The Uber use the mode of promotion as the social media sites as Facebook, Twitter
and Instagram etc. Henceforth, the current technical advancement makes the Uber a well known
brand.
3. Role of marketing model tools and techniques in developing new product.
SWOT is defined as tool that aids to undertake the evaluation on strength, weakness,
opportunities and threats etc. These are defined as-:
Strength-
 It is recognised as well known brand.
 This entity has high standard of service, skilled drivers.
 Uber black users uses the high standard of the services.
 Operational cost of the Uber is quite low and this is mainly relied on customer to drive
interaction.
 It is the firm that has high rating system that boost the trust and safety.
Weakness-
 This entity has very unpredictable business model.
 It is the enterprise that has major privacy concern. Uber also records when customer gets
the taxi form.
 The cost of operating vehicle are very high (SWOT Analysis of Uber, 2019).
 Ineffective behaviour of uber driver with customers.
Opportunities
 Customer of this firm are dissatisfied with traditional cab firm due to high price and long
waiting times.

 Cheaper electric car can be used and this reduce the cost and increase the profit margin
rate of driver.
 The quoted enterprise enhance the valuation. Therefore, this entity will have more money
to operate.
Threats-
 Increasing competition can ultimately decrease the profits. It discourage the driver from
joining the start-up within new market.
 Self driving will eliminate the need for the Uber.
Ansoff matrix- This is the model that is crucial for strategic marketing as this aids to grow
revenues with help of developing the new product and services. These as are-
 Market penetration- Uber engages in marketing penetration with use of application of
various sales promotion techniques. This firm will use the promo codes to customer so
that they will have discount on their next ride. It is the firm that will allot free ride for
inviting friends to sigh up this application.
 Product development- It is defined as to develop new products to sell to existing
markets. Uber is continually takes the initiatives to develop commodities by use of
electric cars so this will leads to create the high sustainability by reducing the emission
(Pegan, Vianelli and de Luca, 2020). Therefore, this advancement will attract the
customers as this also bring cost efficiency.
 Market development- It is strategy that is defined as to finding the new market and to
render the service in rural areas. By expanding their business this firm can able to capture
the maximum market share.
 Diversification- It is term that is inclusive of the developing new commodities to sell to
new markets. Thus, entity needs to diversify its product and services to retain and attract
customers.

TASK 2
Three elements of consumer analysis for Blentec
 Consumer affect and cognition: This element focuses on the way people feel and think
about things (Shin and Parker, 2017). It is an important element as on the basis of this
they take decision accordingly. Consumers think that Blentec is one of those companies
that focuses on innovative design and maintain quality of their manufactured products
and has quite speedy operations. Consumers think that the consumer service Blentec
provide to their consumers is the main root cause of their success.
 Consumer behaviour: there are many things that influence consumer’s behaviour. In
this case Organization analyse their consumer’s behaviour and actions they take and
based on this observation their behaviour is measured. Will it blend series have helped
Blentec to attract their consumers towards their product.? Consumers have become
obsessed with it which has made them to share Blentec videos with each other. This has
helped Blentec to increase their overall profitability and sales drastically. Will it Blend
series has helped Blentec to analyse and understand their consumers behaviour in a more
appropriate manner.
 Consumer environment: Environment is one of the main factors that plays a vital role in
thinking process of consumers. It can also be said that consumers are influenced by the
environment in which they live. Physical environment includes both online and offline
environment. Online retail market of Blentec has been one of the major reasons behind
success of Blentec. Retail environment of Blentec includes its product experience, word
of mouth. Their values, quality of product, innovative idea has helped them to influence
their customers in many ways. So it can be said that both physical and retail environment
of Blentec has helped them to increase focus and attention of their consumers in many
ways.
Processes involved in brand management of Blentec and ways in which influence consumer
Behaviour
Building a brand management helps a company to simplify their sales process (Erkollar
and Oberer, 2016).
Establish brand position and values: Blentec has established a position in which consumers
themselves ask is this the product they saw on YouTube instead of sales man introducing little
1

known Blentec brand. They have gained their consumers attention towards their brand products
with the help of will it blend videos.
Implementing and planning brand marketing: They have chosen Will it blend series
videos as their marketing activity for their brand name.
Measuring brand performance: In order to measure their brand performance, they have they try
new ways and new products to blend with their blender which has caught their consumers
attention. They try to measure number of consumers who watch their YouTube videos and sales
annually. They also conduct a brand audit in which current position of their brand is measured in
the market with respect to their competitors.
Brand equity: For long term perspective their have decided to choose will it blend as their main
marketing activity. They have also proven that an organization need not be a large company to
be successful they just need a marketing strategy to reach their consumers.
This brand management process has helped them to influence their consumers in many ways.
Will it Blend series has not only increased their overall sales but has also helped them to enhance
their brand position and value in the market. It has not only helped them to enhance their brand
name and position in the market but has also helped them to make their consumers understand
quality of their products and innovation that they bring within their product designs. This has
become of the main reason behind their success and has influence their customers successfully.
This brand management process has helped them to enhance their customer base as well.
CONCLUSION
From the above report this can be summarized that international marketing is defined as
application of principles of marketing to satisfy the needs and wants of customers. The present
report has covered the business activities of Uber.
Furthermore, report has covered the activities as Application of the theories as SWOT
and Ansoff matrix to develop the better strategies for chosen enterprise. Lastly, recommendation
has been given to bring improvement in operation functions of the enterprise.
Recommendation
 Uber need to use Electric car as their product as this helps to control environment
pollution and also cost efficient commodity.
 The quoted enterprise need to render quality services by developing better strategies. This
can be one of the way that helps to undertake better business performance.
2

REFERENCES
Books and journals
Pegan, G., Vianelli, D. and de Luca, P., 2020. International Marketing Strategy. International
Series in Advanced Management Studies.
Martin, S.L., Javalgi, R.R.G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research, 107, pp.25-
37.
Pegan, G., Vianelli, D. and de Luca, P., 2020. International Marketing Strategy. International
Series in Advanced Management Studies.
Ramon-Muñoz, R., 2020. The expansion of branding in international marketing: The case of
olive oil, 1870s–1930s. Business History, 62(1), pp.98-122.
Guo, X. and Zhang, L., 2020, January. The Marketing Plan for Louis Vuitton’s Entry into the
Market of Cambodia. In 2019 3rd International Conference on Education, Economics and
Management Research (ICEEMR 2019) (pp. 204-207). Atlantis Press.
Shin, H. and Parker, J., 2017. Exploring the elements of consumer nostalgia in retailing:
Evidence from a content analysis of retailer collages. Journal of Retailing and Consumer
Services. 35. pp.1-11.
Erkollar, A. and Oberer, B., 2016. Multidimensional dashboards for evaluating strategic brand
management processes for multi-brand companies. Procedia-Social and Behavioral
Sciences. 235. pp.505-513.
Online
SWOT Analysis of Uber. 2019. [Online]. Available through:
<https://www.marketingtutor.net/swot-analysis-of-uber/>
3