Uber Launches New Service in Australia Assignment

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

MARKETING MANAGEMENT1
Executive Summary
The primary aim of this report will be to discuss about the new service that will be provided
by Uber in Australia. The paper will include the information about the competitors who are
present in the market place of Australia along with an environmental scanning, which will
involve a PEST analysis. The demand forecasted from the overall market place of the
selecte4d region will also be discussed. A proper and specific market segmentation, targeting
and positioning statements will be laid in this report in the context of the new service from
this American multinational firm.

MARKETING MANAGEMENT2
Table of Contents
Introduction................................................................................................................................3
About the Organization and the New Service............................................................................3
Competitive Information............................................................................................................3
Environmental Scanning............................................................................................................4
Political Factor.......................................................................................................................4
Economic Factor....................................................................................................................4
Social Factor...........................................................................................................................4
Technological Factor..............................................................................................................5
Demand Forecasted....................................................................................................................5
Market Segmentation, Targeting and Positioning......................................................................6
Segmentation..........................................................................................................................6
Targeting................................................................................................................................6
Positioning..............................................................................................................................6
Reference................................................................................................................................7

MARKETING MANAGEMENT3
Introduction
The major objective of this report will be to discuss about the new service in the name
of Super Service that will be provided by the organization of Uber in the region of Australia.
The discussion will include the information about the competitors who are present in the
market place of Australia along with an environmental scanning, which will involve a PEST
analysis. The demand forecasted from the overall market place of the selected region will
also be discussed. A proper and specific market segmentation, targeting and positioning
statements will be laid in this report in the context of the new service from this American
multinational firm.
About the Organization and Super Service
Uber Technologies, Inc. is a ridesharing multinational organization from America,
having their presence in 63 nations and 785 metropolitan areas. The business house started
their journey in the year 2009, and change the ridesharing experience with their innovative
service providing mobile application and website (Uber 2019). The organization is operating
their services in Australia for more than 6 years, and they are going to launch their Super
Service which is only for only for the women and senior citizens. A particular number of
vehicles from the total fleet size of Uber that operates in this nation will be made ready to be
booked only for the senior citizen and women population. Children below 10 years will also
be eligible to avail this brand new service (Shemshadi, Sheng and Zhang 2014).
Competitive Information
In this context, it can be said that GoCatch has been identified as the major competitor
of Uber. The start-up business entity from Australia has given fierce competition to Uber, and
the same will be faced at the time of launching Super Service (Kooti et al 2017). Ola from