UBER: Marketing Mix, Differentiation, and Competitive Advantage

UBER COMPANY
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Module name: Marketing Management

UBER
Table of Contents
Introduction.................................................................................................................................................2
Marketing Mix P’s.......................................................................................................................................2
UBER 7 C’s in marketing mix.....................................................................................................................4
Differentiation and competitive advantage..................................................................................................6
Commoditization and total product & solution offering..............................................................................6
Segmentation...............................................................................................................................................6
Managing the service element.....................................................................................................................7
Experimental marketing: Customer relations and Experience management................................................7
Use of Internet in Marketing........................................................................................................................8
Pricing and Cost Structure...........................................................................................................................9
Branding....................................................................................................................................................10
Sustainability, TBL and Stakeholders........................................................................................................11
Triple bottom line......................................................................................................................................11
Stakeholders..............................................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13
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UBER
Introduction
The report will highlight the different concepts in relation to the UBER COMPANY. The
company is one of the largest transportation network company and headquarter is in San
Francisco. Uber is a service based company that provides services such as peer to peer ride
sharing, ride service hailing and bicycle sharing system. UBER is known as convenient,
inexpensive and safe taxi service. The business model of UBER is to hire private drivers that
offer transportation services to its customers from its mobile application. The activities of the
company are managed in more than 785 metropolitan areas on the global platform. UBER
operates in more than 60 countries and in 400 cities such as Australia, Argentina, Belgium,
Brazil and Colombia. The competitors of the company are Curb, OLA CABS, Lyft and Didi-
Chuxing (Uber, 2019). The discussion will be on the concepts such as marketing mix,
differentiation and competitive advantage, commoditization and total product & solution
offering, segmentation, experimental marketing, pricing and cost structure, branding and
sustainability.
Marketing Mix P’s
Marketing Mix refers to the set of actions or the tactics that are considered to promote its
services or the products in the competitive market. Marketing Mix consist of the four
components such as product, price, promotion and price (Jackson and Ahuja, 2016)..
Product
Product is one of the components of marketing mix that elaborates about the services or the
products offered to the customers (Festa et al., 2016). Uber is a service based company that
offers services to its customers in the highly competitive market. There are different services
which are offered by the UBER COMPANY. The first Uber service offered to the customers is
X UBER, which is a best option for the passengers who are looking forward for low price and
this service is suitable for the 4 riders. Pool is also the service which is offered by the company
in which the car sharing option is given in which the riders can pool with the other individuals. It
saves the cost of the passengers at the time of riding from one place to another. In UBER
AUTO, the passengers can ride through Auto. In UBER MOTO, the bike rides can be booked
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UBER
around the city and in UBEREATS, the customers can easily order food and the delivery service
is offered by the company (UBER, 2019).
Place
Place is the component of the marketing Mix that covers different aspects in relation to the
company such as channels, locations, coverage transportation and logistics (Festa et al., 2016).
The operations of the company are operated in more than 760 countries but still, Uber does not
have many offices just because of the nature of the network in context to its business model. It
has been examined that the customers can easily avail the services by using the UBER APP. The
top countries in which the activities of the company are managed are US, BRAZIL, MEXICO
AND CHINA (Guimarães and Renzi, 2018).
Price
Price is also the third component of the marketing Mix that covers different aspects such as
discounts, payment period, credit terms and list price (Jackson and Ahuja, 2016). It is examined
that UBER consider the strategy related with geographical pricing. The cost related with availing
the services of the UBER COMPANY focuses on the three aspects such as a base rate, estimated
time rate, distance and also the demand of the service in a specific area. The pricing strategy
considered by the company can be defined as the dynamic pricing that have economic principles
in relation to the demand and supply. The principles considered by the UBER Pricing strategy is
surge pricing, penetration pricing, economy pricing and Upfront pricing (Dudley, Banister and
Schwanen, 2017).
Promotion
The last component of marketing Mix is promotion which describes the factors related to
advertising, sales promotion, public relation and personal selling. The company considers
different sources to promote the services. The techniques considered by the company is social
media marketing. The services are promoted actively through social media such as through
Facebook account and Twitter. The company also emphasizes on offering different coupons and
discounts which boost the demand of the services offered by the company (He et al., 2018).
Physical Evidence
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