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Marketing Strategy and Plan : PDF

   

Added on  2021-04-21

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Running head: MARKETING STRATEGY AND PLANMarketing strategy and PlanName of StudentName of UniversityAuthor Note

1MARKETING STRATEGY AND PLANTable of ContentsResearch Context.............................................................................................................................2Background Information..............................................................................................................2Marketing problem.......................................................................................................................3Marketing Research problem.......................................................................................................3Research Objectives.....................................................................................................................3Research Methodology....................................................................................................................4Demonstration of the link between questionnaire content and research objectives.....................4Additional details of sampling approach.....................................................................................5Discussion of the impact on results of any challenges.................................................................5Analysis and Findings......................................................................................................................5Justification of the Analytical steps and Statistical procedures...................................................5Descriptive statistical analysis.........................................................................................................6Findings........................................................................................................................................6References......................................................................................................................................15

2MARKETING STRATEGY AND PLANResearch ContextBackground InformationThe study is mainly focused on Uber which is having their operations in Australia. UberAustralia has been launched in 2012 and since then it has changed the complexion of the taxi andthe other transport system in Australia as well (Choy, 2014). Uber has the specialty of the ridesharing app which is mainly in the highly regulated taxi industry. Uber has become very muchpopular with their timely and price sensitive rides they provide it to the customers. It seemed thatin Australia there are the millenials who are enjoying the Uber ride due to its extreme comfort,easy access and high convenience which they could not be able to found out from the taxitransport system. It is said that Uber has some serious issues which needs to be resolved at anycost so that they can be able to expand their services and increase their sales in Australia as well(Mackey & Gass, 2015). They have been experiencing with some of the serious concerns fortheir operations in Australia in the near future. It is seen that there has been serious opposition tobe taking place from the government regarding their legality of their operations along with theregistration of the licensees of the taxi drivers (Choy, 2014). There is serious issue on thecharacter and the background of the taxi drivers hired and selected in Uber needs to be verifiedproperly. The next could be the traditional transport system also reduces the market share ofUber. It is also seen that the millennial are going to the target market for Uber as they have beengrown up with the technology and it has been estimated that by 2025 the Australian workforcewill be using Uber at a rapid pace as they were more tech savvy as well they have higher annualspending as compared with the other generations as well (Choy, 2014).

3MARKETING STRATEGY AND PLANMarketing problemThe marketing problem which is identified is that Uber is not at all interested in havingthe traditional forms of promotion of their services they provide it to the customers. They aresolely focused on the viral and social media marketing as the major marketing or the promotionaltool which is influencing the purchasing behavior of the consumers (Mackey & Gass, 2015).They could not be able to understand that which of the promotional or the marketing techniquesthey will be using in order to increase the sales as well as expanding their services in theAustralian transport industry. Marketing Research problemIt is very much identified from the research that Millenials are very much tech savvy andextremely exposure to the social media which tells that they are not loyal to the brand. Thereason is due to the fact that the social trends are changing at rapid speed and this is the reasonthat they are likely to change brands frequently without knowing and measuring how much valuethey are getting from each of the brands they will be trying to overlap (Libert, Wind & Fenley,2014). The Gen Y is termed as the Millennials and they have the preferences and the perceptionswhich are highly dynamic. This is having a constant dilemma in the minds of the marketingmanager and the business analyst of Uber for understanding the best possible marketing orpromotional method used for the promotion of their services (Mackey & Gass, 2015). So this isthe marketing research problem identified in this study. There is always a negative perceptionover the brand took place due to the serious issue of illegal operations as well the cases ofassaults are hampering the brand image. So this is said to be the marketing research problem forUber operating in Australian market.

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