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On-Demand Economy and Location-Based Marketing: A Case Study of Uber and Airbnb

   

Added on  2023-05-30

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Running head: CASE STUDY REPORT
CASE STUDY REPORT
Name of the Student
Name of the University
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On-Demand Economy and Location-Based Marketing: A Case Study of Uber and Airbnb_1

1CASE STUDY REPORT
Abstract
The case study will be based on the analysis of the ways by which different organizations
operate with respect to the principles of on-demand economy. The organizations which are
considered as examples for analysis are Uber and Airbnb. These two companies mainly
follow the principles of on-demand economy. The organizations also implement the process
related to location based marketing which is helpful in promoting the services which are
offered by them to the consumers. The analysis has been able to provide a clear picture of the
ways by which these organizations are able to operate in the industry with respect to the
principles of on-demand economy.
On-Demand Economy and Location-Based Marketing: A Case Study of Uber and Airbnb_2

2CASE STUDY REPORT
Introduction
On-demand economy can be defined as an economic activity which is developed with
the help of digital marketplaces which are helpful in fulfilling the demands of consumers
through immediate access. The consumers are thereby provided with effective levels of
convenience which is helpful in providing the products within less amount of time. The
activities related to on-demand economy are mainly evident in different sectors which
include, retail, transportation, lodging, grocery based businesses and dining (Cockayne,
2016). The future operation of the sector is however not quite bright due to the huge number
of legal suits which have been faced by on-demand based companies.
The analysis in the case study is based on the ways by which the technology related to
location based marketing is able to affect the on-demand economy. Location based marketing
will thereby be analysed with respect to the effects which it has on the activities of on-
demand economy.
Discussion related to on-demand economy and location based marketing
As discussed by Frenken and Schor (2017), location based marketing related activities
mainly involve the offline and online tactics which are mainly designed for the purpose of
implementing different marketing based activities with respect to the geographic location of
consumers. The process of location based marketing is mainly related to the effective usage
of data of the consumers in order to display the relevant brand messages to the target
audiences.
The organizations which operate in highly competitive market areas mainly
implement the process of location based marketing in order to promote their products. The
process is helpful for the organizations to communicate with the customers who start
considering the competitors instead of the products which are offered by them. The discounts,
On-Demand Economy and Location-Based Marketing: A Case Study of Uber and Airbnb_3

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