Service Marketing: A Case Study on Uber in Australia

Running head: SERVICE MARKETING
SERVICE MARKETING
Name of the student:
Name of the university:
Author Note:

SERVICE MARKETING1
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Market targets of Uber...........................................................................................................2
Industry Analysis...................................................................................................................3
Marketing Strategy of Uber...................................................................................................4
IMC Plan and Budget of Uber...............................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

SERVICE MARKETING2
Introduction
The assignment actually deals with the Uber service which is provided in Australia
along with the critical analysis of the key parameters in this case which are the market target,
industry analysis, marketing strategy and budget. The chosen company in this case is
basically a American multinational transportation network company which actually includes
the peer to peer ridesharing, ride service hailing, food delivery and many more.
Discussion
Market targets of Uber
The market target of Uber in general actually depends on some of the key parameters,
which are the Geographic, demographic, behavioral and Psychographic segmentation.
Recently as per the statistics which is available in the business it is actually found that the
Uber has been in Australia over the six years and currently targeted nearly 4.3 million
Australians aged 14 plus. The company has been successful in target market of around 20%
of the overall population in Australia (Rather, 2019). The board of director are now trying to
set the standards high which is actually to accomplish more than the actual standard in the
market. Based on the statistics it is found that with the average of three months the revenue of
the company just went up to 2 million due to the effectiveness in the current strategy in the
market.