Marketing for New Realities

Running head: MARKETING FOR NEW REALITIES
Marketing for New Realities
Name of the Student
Name of the University
Author Notes:

MARKETING FOR NEW REALITIES1
Table of Contents
Introduction......................................................................................................................................2
Analysis...........................................................................................................................................2
Competitive information..............................................................................................................2
Environmental Scanning..............................................................................................................3
Demand forecast..........................................................................................................................4
STP strategy.................................................................................................................................4
Conclusion.......................................................................................................................................5
REFERENCES................................................................................................................................6

MARKETING FOR NEW REALITIES2
Introduction
Marketing is an activity that helps in communicating the motives of a company to the
consumer community and determines the viability of an organisation in the long run. In order to
gain sustainability in the long run, companies must have the ability to cater to the compliances of
the external environment and carry out marketing activities through which they can influence the
behaviour of the consumer community (Solow 2014). The aim of the paper is to analyse the
marketing state of Uber’s ride sharing facility by critically analysis the marketing environment,
the demand forecast and along with the STP strategy adopted by the company.
Analysis
Competitive information
Uber has been recognised as one of the biggest companies in the cab hiring industry
(Leighton 2016). The company that is based in the USA has gained considerable awareness in
the market with the help of effective tactics through which they have been able to gain
appreciation from consumers across the world. The latter has been responsible for the
sustainability of the company and the success that they have been able to enjoy while they
operate regardless of the nature of the location that they are operating in. In Australia, Uber has
gained favourable amounts of awareness in the markets that they are operating in (Laurell and
Sandström 2016). Services similar to but somewhat differentiated services are available from
carriers in the country, such as HOP, Taxi, Ola, GOCatch, Scooti and others (Munro and Moore
2013). As a result of the nature of competition in the industry, the aim of the company to
differentiate itself from the latter has been justified through the Uber ride sharing option. Even if
the latter is a services that competitors such as Ola have capitalised on, the positioning of Uber as