Marketing and Management Strategies of Uber: A Comprehensive Analysis

In this research we will discuss about marketing & management and below are the summaries point:- This text discusses the marketing and management strategies of Uber. The marketing mix of Uber includes product options, pricing, global expansion, and promotion through media sources. Uber differentiates itself through pricing and a range of services, and maintains a competitive advantage through customer satisfaction and commoditization.

Running head: Marketing and management
Uber

Marketing and management
Table of Contents
Introduction......................................................................................................................................1
Marketing mix of UBER.................................................................................................................1
Differentiation in UBER..................................................................................................................2
Competitive advantage....................................................................................................................2
Commoditization in UBER..............................................................................................................2
Segmentation...................................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4
1

Marketing and management
Introduction
In this paper, the discussion will be made on the UBER COMPANY. It can be said that, it is one
of the largest company in the transport sector. So, the areas which will be covered in this paper
are related to marketing mix, differentiation, competitive advantage, commoditizing and
segmentation.
Marketing mix of UBER
Product
It has been seen that, UBER offers various options to ride by using the mobile applications and
the desktop. The services which are offered by the company are UBER MOTO, UBER GO,
UBER POOL and UBER X.
Price
The company considers penetration pricing. UBER has spotted the exploitation of the travellers
with the help of local transportations companies. The company is offering the services at the
fewer prices as compared to the competitors (Dudley, Banister and Schwanen, 2017).
Place
The company conducts its activities in the three tiers in every corner of the country. It has been
seen that the services are offered by the company on the global platform, for example in India,
Paris and other countries. It has been observed that the company focuses on expansion in 2011 in
PARIS, which has resulted in the growth in the overall activities of the company (Guimarães and
Renzi, 2018).
Promotion
The company implemented the marketing paradigm for the loyal customers. Free rides and also
referral benefits are offered to the consumers as it helps to attract consumers towards the
activities. The company also emphasizes on boosting the customer satisfaction by maintaining
the experience of the customers. There are many advertisements which are given by the company
by using the media source like television or radio (Glöss, McGregor and Brown, 2016).
2

Marketing and management
Differentiation in UBER
It has been observed that company considered the differentiating targeting strategy, in which the
focus is given on maintaining the price. In relation to the company, there is a huge pricing
advantage for the customers. The pricing positioning strategy is considered by the company and
the motive beside this strategy is to attract the customers from the different areas of the society.
The company also maintained its differentiation by focusing on boosting the range of services.
The company offered the services like UBER GO, UBER X, UBER XL and also UBER POOL
which is considered as the economical one with the use of the GPS application tracking system
(Mastrorillo, 2016).
Competitive advantage
To maintain the competitive advantage the company focused on enhancing its global presence.
The company focused on managing the activities in more than 70 countries on the global
platform and this has helped the company to attain the competitive advantage as compared to the
competitors. The company also focused on strategic partnership in which the collaboration with
the car manufacturing companies has been considered. The companies focused on customization
of the vehicles for UBER and this is giving an opportunity to the company to attain the
competitive advantage in the market. By emphasizing on the recent scenario, it has been
observed that company partnered with Daimler which boosts the autonomous vehicles and also it
will maintain the transportation network of UBER (Bashir and Verma, 2017).
Commoditization in UBER
It has been examined that company introduced the service related to bike in which the customers
can use the services through Bikes. Bikes are used in the UBER and it has been seen that in this
context it has a commodity value but it has been seen that it is used by the other companies and it
is common in the eye of the customers. In the commoditization in the company, the company
should have the main motive to maintain the market share so that it can be easy to attain success
in the highly competitive market. Also, customer service can come under the concept of
commoditization, as it has been seen that there are many companies like OLA that are following
the same concept as of UBER. So, to cope up with it, it is necessary for organization to
3

Marketing and management
emphasize on considering the new concepts and technologies as it can help in inducing the
consumers in reference to the services offered in the market. Also, it is necessary to emphasize
on innovation so that competitive advantage is attained by the company in highly competitive
market. Also, at the time of giving customer service the company should focus on giving positive
customer experience so that large market share can be gathered by the company in the highly
competitive market (Cramer and Krueger, 2016).
Segmentation
In context to segmentation, it has been examined that on the basis of various types of
segmentation the company consider the different concepts. In relation to the geographic
segmentation, the company focuses on the criteria of region in which the target customer
segment is NORTH AND SOUTH AMERICA, ASIA AND AUSTRAILA. In context to this the
density can be related to urban and rural and also it is also for the males and female.
In the demographic segment, occupation is considered in which the focus is on the students,
employees and professionals. Also the degree of loyalty is on hard core basis. In relation to the
behavioral segment it can be observed that benefits can be sought related to cost efficiency in the
activities. In relation to the psychographic segment, it has been observed that social class relates
with lower class, working class and also middle class. The company focused on the people who
has the low income or the people who belong from the category of middle class (Thelen, 2018).
Conclusion
So, it can be concluded that it is important for the company to focus on the strategies so that it
can be easy to attain the competitive advantage. The different strategies considered by the
company can also help in boosting the market share and also the profits in the highly competitive
advantage. Strategies related to differentiation and also competitive strategies can assist in
boosting the overall market share of the company.
4

Marketing and management
References
Bashir, M. and Verma, R., 2017. Why business model innovation is the new competitive
advantage. IUP Journal of Business Strategy, 14(1), p.7.
Cramer, J. and Krueger, A.B., 2016. Disruptive change in the taxi business: The case of
Uber. American Economic Review, 106(5), pp.177-82.
Dudley, G., Banister, D. and Schwanen, T., 2017. The rise of Uber and regulating the disruptive
innovator. The Political Quarterly, 88(3), pp.492-499.
Glöss, M., McGregor, M. and Brown, B., 2016, May. Designing for labour: uber and the on-
demand mobile workforce. In Proceedings of the 2016 CHI conference on human factors in
computing systems (pp. 1632-1643). ACM.
Guimarães, M.A. and Renzi, A.B., 2018, July. Usability and Interaction Evaluation on Breakfast
Delivery Mobile App: Users’ Experience Expectations. In International Conference on Applied
Human Factors and Ergonomics (pp. 564-573). Springer, Cham.
Mastrorillo, E., 2016. Getting Taken for a Ride by Uber Technologies Incorporated. Sociological
Imagination: Western’s Undergraduate Sociology Student Journal, 5(1), p.4.
Thelen, K., 2018. Regulating Uber: The Politics of the Platform Economy in Europe and the
United States. Perspectives on Politics, 16(4), pp.938-953.
5