Analyzing Global Marketing Strategies: A Case Study on Uber's Success

This research project investigates the importance of global marketing strategies for achieving success in the international market, using Uber as a case study. The report begins with an introduction outlining the research aim, objectives, questions, and rationale for the study. A comprehensive liter...Read More

Research Project

Table of Contents
CHAPTER 1: Introduction..............................................................................................................1
CHAPTER 2: Literature Review.....................................................................................................4
CHAPTER 3: Research Methodology.............................................................................................6
CHAPTER 4: Data collection and analysis.....................................................................................7
CHAPTER 5: Conclusion and Recommendations........................................................................19
CHAPTER 6: Personal Reflective Statement................................................................................20
REFERENCES..............................................................................................................................22
.......................................................................................................................................................23

TITLE: To determine the importance of global marketing strategies for attaining success at
international market. A study on Uber.
CHAPTER 1: Introduction
1.1 Overview of research
Global marketing strategy is a strategy that cover countries from various location over the
nation with aim of making as well as maintaining endeavour of marketing of the company in
markets. It is not important to includes all the countries but it should implement across the
regions. By this, organisation exchange services around the world for maximizing profitability
level. Furthermore, a global marketing strategy can be appropriate when the company has
managed to change taste of the customers. This help in attaining competitive success at global
market (Brenes, Montoya and Ciravegna, 2014). Current research is based on the Uber, is a
transportation network company which offers services including peer- to- peer ride-sharing, ride
service hailing, food delivery and many more to customers in over the world. Company use
international marketing strategies within their business at the time of operating their services at
international level. This will provide them support in attaining competitive success at
international market. The particular objective of this company is to capture larger market share at
global market by serving their better services as per customers taste and preferences. By this,
organization easily enhance positive brand image at market.
1.2 Research aim
“To determine the importance of global marketing strategies for attaining success at
international market. A study on Uber.”
1.3 Research objectives
 To understand the concept of global marketing strategies.
 To identify the global marketing strategies used by Uber to established their positive
brand image.
 To determine the importance of global marketing strategies for Uber.
 To evaluate the challenges faced by Uber while using global marketing strategies.
1.4 Research questions
 What is the concept of global marketing strategies?
 What are the global marketing strategies used by Uber to established their positive brand
image?
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 What is the importance of global marketing strategies for Uber.
 What are the major challenges faced by Uber while using global marketing strategies?
1.5 Reasons for choosing research project
The chose area of study is based in the in-depth research of the importance of global
marketing strategies for attaining success at international market. Thus, it is crucial for
organization to use global marketing strategies for expanding and developing their services at
large scale. Mainly, this is a wide area of research which help in proving appropriate knowledge
about the specified concept through which learner easily enhance their skills (Cheng and
Huizingh, 2014). By assistance of this research, learner may easily understand the importance of
global marketing strategies for business organization to achieve success at international market.
1.6 Activities and timescales
It is essential part of the research investigation as it play a significant role in executing as
well as competing the research activities in allotted time frame. In this, it is essential for
investigator is to develop and implement suitable time frame along with all the activities of the
research. It provide an effective path to the researcher in executing its task. In addition of this, it
is vital for researcher to complete the research work in specified time frame and systematic
manner as well. It help in reduction of arising issues and obligation while carry out the research.
2

CHAPTER 2: Literature Review
2.1 Introduction
This section of research help in carry out in-depth review of information that is related
with the secondary sources. Along with this, it is also important to undertake analysis on the
basis of previous literature by secondary sources. By this, researcher generate valid information.
Mainly, this section provides a path for investigator by providing them overview of all the
aspects aid in attaining positive results (Cui, Meyer. and Hu, 2014). In addition of this, the
overview of literature help in generating valuable and reliable outcomes because it includes
authors and scholars perspectives towards the specified research topic. As it based on the
significance of global marketing strategies for attaining success at international market. By this
researcher gather information about the global marketing strategies and its importance for
company in attaining success at global market.
2.2 Literature Review
Concept of global marketing strategies
As per point of view of Kokemuller, (2017), global marketing strategy consider as an
effectual approach which for company in selling its services around the world. Furthermore, it is
also used to evaluate as well as describe a particular way of worldwide marketing strategy in
which business organization can easily capture customers attention in global market. Due to
digital world, company focus on implementing as well as adopting a more unified marketing
strategy. In this context, it also includes countries from several regions in the nation with the aim
of coordination all the marketing efforts at global market to maximising the chances of attaining
competitive success. With the help of this, organization serve their services with the aim of
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establishing the competitive edge from rivals. The main contribution of this is to making brand
image competitive and at the same time also invite more and more potential customers so that
company easily attain success. The main advantage of implementing global marketing strategies
is to gain revenue in company through which firm easily maintain their positive image at global
market.
Global marketing strategies used by Uber to established their positive brand image
According Grant, (2016), Worldwide marketing strategy see as a crucial act through
which business enter into new market for rising up their overall execution. In context of Uber,
company also implement global marketing strategies with the aim of selling their services across
the world. By this company easily capture large number of potential customers about its
offerings. It contribute in raise the positive brand image. As there are some appropriate
marketing strategies used by Uber in succeed at global market:
Marketing communication: This strategy play a significant role in understanding
customers perception of understanding their needs and wants. Through which, company easily
interact with consumers and also influence them to consume its services. This will lend in
devising brand image more competitive in-front of market and customers as well.
Market Research: This type of marketing strategy is also see as a crucial aspect in which
organization undertake research before introducing their products in market. By this company
easily analysis the market trends, customers taste, demand and many more that may help in
enhancing positive brand image at global market.
Importance of global marketing strategies for Uber.
According to Pribanic, (2018), Global marketing strategy is essential for entity to raise
their market share. In context of Uber, it provide better support in expanding their business at
global market with the hope of enhancing their brand image. Along with this, company also
capture customers attention by cater them services according to the customers preferences. By
this company established their positive brand image and improve customers base also. As there
are some value of global marketing strategies for Uber are as follows:
Increase customers awareness: It is main benefit of global marketing strategies in which
customers are able to interact with the company and also know about its offerings. By this
company easily maintain better relation with them and also improve their customers base within
the company.
4

Create stronger competitive advantage: Global marketing strategy help company to
compete their competitors at global level by introducing unique services. Furthermore, it also
help business to adapt quickly customers demand and trends. This will aid in improving
execution of the organization and also make their brand image more competitive.
Challenges faced by Uber while using global marketing strategies
According to Kim and Mauborgne, (2014), there are various challenges that faced by the
Uber while using global marketing strategies. This will adverse affect on the brand image at
global market. Thus, company is responsible for use all the strategies so that they can cut down
any kind of issues. All these challenges are as follows:
Political environment: It is one of the major issue that face by the firm at implementing
international marketing strategies within the business activities. Political environment is complex
in nature as changes are easily occur due to which company can reduce their performance level.
Thus, it is essential for company to analysis the political environment of market before entering
into new market.
Lack of talent: It is also a challenge that faced by the company at market while using
international marketing strategy. If workers are not aware and less educated than they fail in
effectively implementing the strategies and increase issues while serving their services to
customers.
CHAPTER 3: Research Methodology
It is important section which help min completing the research is effective way. Under
this investigator is responsible for selecting right method so that they can collect valid and
accurate content about the specified topic and area (Knight and Liesch, 2016). By this, researcher
easily take decision and draw a effectual conclusion. Along with this, it also consider various
methods that help investigator in performing research activities in an appropriate manner. All the
significant research methodologies are as follows:
3.1 Research approach
Research approach is consider as procedure that support in collecting, analysing and
interpreting data to attain the valid outcomes. It is classified on the basis of inductive and
deductive research approach. In case of deductive, new theory is develop in the basis of creation
of hypothesis. Along with this, outcomes of the research is also confirmed by the observation of
existing facts. This will aid in assemblage valid data towards the research topic. On the other
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side, inductive research approach begin with the observation and theories that proposed towards
the end of the research process. Mainly, inductive approach is connected with qualitative
research which help search for pattern from observation. For conducting research, investigator
use inductive research approach by which researcher maker draw a valid outcomes.
3.2 Research methodologies
Sampling
Sampling is a technique that emphasises on choosing the sample from the original
population. With the assistance of this, investigator collect valid information from the different
respondent's to draw a effectual conclusion. In this, investigation can use probabilistic sampling
or non-probabilistic sampling technique for gathering information. In this probabilistic sampling
involves random sampling techniques (Lasserre, 2017). On the other side, non-probabilistic
sampling technique cover comfort and purposive sampling technique. For carry out the current
research, investigator use non-probabilistic method in which researcher choose sample of 40
respondents that are able to provide them valuable outcomes associated with the specified
research topic. By this, investigator easily take correct decisions.
Data analysis
It is consider as an in-depth analysis and evaluation that is important element for
completing the whole research in systematic manner. It includes qualitative and quantitative data
analysis which help in undertaking the study and gathering valid information as well. The current
research is related with qualitative nature which aid in analysing the collected data in appropriate
way. In current research, the collected data will be analysed throuh thematic analysis by which
all the relevant information aid in generating the valuable outcomes. Thus, investigator will
adopt qualitative method to carry out the research in successful way.
CHAPTER 4: Data collection and analysis
This section is consider as a crucial aspect of investigation through which expert collect
and analysis the information for drawing valid outcomes. In this, researcher is responsible for
selecting an appropriate research techniques to effectively execute whole study. In this, thematic
analysis is adopted by the researcher by which they create various themes to analysis the whole
study in systematic manner (Martin and Javalgi, 2016). In this context, the primary information
is method is carry out by the way of distribution of questionnaire to sample of respondents. For
gathering information, respondents includes 40 participants as a sample size which help them in
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taking right decisions within the research. With the assistance of this, researcher generate
valuable outcomes.
4.1 Data collection
It is important element of whole investigation activities as it help in collecting valid and
reliable data from the number of participants towards the research topic. In this, the investigator
has a choice to collect relevant information by primary and secondary sources. Both are effective
for gathering data on the basis on research topic and area as well. In primary sources,
information collected for the first time which aid in drawing a valid conclusion within the
research (Navarro-García, Arenas-Gaitán and Rondán-Cataluña, 2014). Primary sources includes
survey, questionnaire, interviews and many more that are used to understand the views and
opinion of the respondent's towards the research topic. Other hand, secondary information is
related with existing sources which is already published in books, journals, articles and many
more. For undertaking study, researcher use both primary and secondary sources which aid in
generate positive outcomes in order to draw a valid conclusion.
4.2 Data analysis, presentation and discussion
Questionnaire
Name:
Age:
Contact no.:
Email address:
Q1) Do you have any idea about the global marketing strategies?
a) Yes
b) No
Q2) Is global marketing strategies are beneficial for Uber in attaining success at global
market?
a) Yes
b) No
Q3) What are the global marketing strategies used by Uber to established their positive
brand image?
a) Marketing communication
b) Market Research
7

c) Product strategy
Q4) What is the importance of global marketing strategies for Uber?
a) Increase customers awareness
b) Create strong competitive advantage
c) Build positive brand image
Q5) What are the challenges faced by Uber at the time of using global marketing
strategies?
a) Political environment
b) Diversity
c) Lack of talent
Q6) What is the role of international marketing strategies in organisational success of
Uber at global level?
a) Making product famous
b) Invite customers
c) Improving quality products
Q7) What is the impact of global marketing strategies on performance of Uber?
a) Positive
b) Negative
Q8) What are the ways by which Uber can overcome from the issues associated with
international marketing strategies?
a) Skilled workforce
b) Knowledge about political environment
c) Conduct research about customers taste
Q9) Is global marketing strategies help in inviting large number of customers towards
Uber services?
a) Yes
b) No
Q10) Recommendation for Uber in attaining success by using international marketing
strategies.
Questionnaire
8

Q1) Do you have any idea about the global marketing strategies? Frequency
a) Yes 25
b) No 15
Q2) Is global marketing strategies are beneficial for Uber in
attaining success at global market?
Frequency
a) Yes 30
b) No 10
Q3) What are the global marketing strategies used by Uber to
established their positive brand image?
Frequency
a) Marketing communication 20
b) Market Research 10
c) Product strategy 10
Q4) What is the importance of global marketing strategies for
Uber?
Frequency
a) Increase customers awareness 15
b) Create strong competitive advantage 15
c) Build positive brand image 10
Q5) What are the challenges faced by Uber at the time of using
global marketing strategies?
Frequency
a) Political environment 20
b) Diversity 10
c) Lack of talent 10
Q6) What is the role of international marketing strategies in
organisational success of Uber at global level?
Frequency
a) Making product famous 15
b) Invite customers 15
9

c) Improving quality products 10
Q7) What is the impact of global marketing strategies on
performance of Uber?
Frequency
a) Positive 25
b) Negative 15
Q8) What are the ways by which Uber can overcome from the
issues associated with international marketing strategies?
Frequency
a) Skilled workforce 20
b) Knowledge about political environment 10
c) Conduct research about customers taste 10
Q9) Is global marketing strategies help in inviting large number of
customers towards Uber services?
Frequency
a) Yes 30
b) No 10
Theme 1: Concept of global marketing strategies.
Q1) Do you have any idea about the global marketing strategies? Frequency
a) Yes 25
b) No 15
10

Interpretation: Global marketing strategies consider as a process of selling services in global
market of enhancing the overall brand image of the company. By this, firm can easily expand
their business at international market and also understand the environment in which company
will be working. It contribute in raising market share from its rivals. In this context, 25 out of 40
respondents said that they have ideas about the global marketing strategies in its impact on
performance of the company. By using global marketing strategies, organization easily operate
their business at international market an achieve positive response of customers towards the
organisation and its offerings as well. On the other side, 15 participants are not aware about the
concept of global marketing strategies.
Theme 2: Global marketing strategies are beneficial for Uber in attaining success at global
market.
Q2) Is global marketing strategies are beneficial for Uber in
attaining success at global market?
Frequency
a) Yes 30
b) No 10
11
25
15
a) Yes
b) No

Interpretation: From the above mentioned graph it has been analysed that global marketing
strategies play as a significant role in improving overall performance level of Uber at market
place. The main reason behind this is that it helps in providing new market to expand the
business. It support firm in increasing their market share and accomplishing competitive image.
In this context, 30 out of 40 respondents are agree with this statement as they think that global
marketing strategies help in making brand image more popular at market place. On the other
hand, 10 people are not agree with this statement as sometime global marketing strategies create
issues in-front of company while attaining success at global market place.
Theme 3: Marketing communication is an effective global marketing strategy used by Uber
to established their positive brand image.
Q3) What are the global marketing strategies used by Uber to
established their positive brand image?
Frequency
a) Marketing communication 20
b) Market Research 10
c) Product strategy 10
12
30
10
a) Yes
b) No

Interpretation: Global marketing strategies are effective for business entity to expand their
business and also sell its services in new market. Through, company easily enhance their market
share and at the same time also capture customers attentions. For this, company use various
global marketing strategies which help them firm to make their brand image more competitive at
market place. In this, 20 out of 40 respondent said that marketing communication is appropriate
strategy which help company to sell their services at global market as per trends. Along with this,
10 participants said that market research is also an effective strategy which help in analysing the
market trends and customers needs towards company services. Other side, 10 people give their
views that product strategy is appropriate which help organisation to serve their quality products
and services at market. By this company can easily established their positive brand image.
Theme 4: Importance of global marketing strategies for Uber.
Q4) What is the importance of global marketing strategies for
Uber?
Frequency
a) Increase customers awareness 15
b) Create strong competitive advantage 15
c) Build positive brand image 10
13
20
10
10
a) Marketing
communication
b) Market Research
c) Product strategy

Interpretation: As per above mentioned chart it can be analysed that global marketing strategies
are important for Uber in improving brand image at market. As it also help company in enhance
the chances of capturing larger market share from its rivals. In this context, 15 out of 40
respondents are give their views that use of global marketing strategies company easily increase
customers awareness towards the company offerings which may aid in increasing profitability
level. Furthermore, 15 participants said that it help in creating strong competitive advantage
which directly contribute in establishing competitive image. On the other side, 10 people think
that global marketing strategies help in building positive brand image.
Theme 5: Political environment is the major challenge faced by Uber at the time of using
global marketing strategies.
Q5) What are the challenges faced by Uber at the time of using
global marketing strategies?
Frequency
a) Political environment 20
b) Diversity 10
c) Lack of talent 10
14
15
15
10
a) Increase customers
awareness
b) Create strong
competitive advantage
c) Build positive brand
image

Interpretation: It is essential for every organization to effectively use global marketing
strategies while introducing their new product in new market. The main explanation behind this
is that while using strategies company face issues and challenges that negatively impact on the
performance of the company. As 20 out of 40 participants are give their views that political
environment of new market is one of the major challenge for company at the time of
implementing international marketing strategies. Along with this, 10 out of 40 respondents said
that diversity in market is create issue while understanding the market trends which may reduce
the profitability level. On the other hand, 10 people think that lack of talent within the
organisation is also a challenge which may negatively affect on the business activities.
Theme 6: Role of international marketing strategies in organisational success of Uber at
global level.
Q6) What is the role of international marketing strategies in
organisational success of Uber at global level?
Frequency
a) Making product famous 15
b) Invite customers 15
c) Improving quality products 10
15
20
10
10
a) Political environment
b) Diversity
c) Lack of talent

Interpretation: Global marketing strategies show a important role in overall organizational
success of Uber at global level. This is because that the company easily grab opportunities to
spread out their business at global level. With the assistance of this, company easily capture
larger market share and positive brand image as well. In this context, 15 out of 40 respondents
give their views that it contribute in making products of the company more famous to invite
customers. Furthermore, 15 participants said that it help in catch customers attention towards
company offerings which may aid in improving profitability. On the other side, 10 people think
that international marketing strategies provide support to the business in improving its quality
products in order to develop positive brand presence in customers mind.
Theme 7: Global marketing strategies are positively impact on the Uber performance.
Q7) What is the impact of global marketing strategies on
performance of Uber?
Frequency
a) Positive 25
b) Negative 15
16
15
15
10
a) Making product
famous
b) Invite customers
c) Improving quality
products

Interpretation: Global marketing strategies play a epochal function in processing positive brand
image of the company at international market. By this,company can easily invite as well as
encourage customers towards its offerings. Along with this, global marketing strategies also aid
in introducing new and innovative services in-front of customers. This will directly contribute in
achieveing their higher satisfaction level. In this 25 out of 40 respondents said that global
marketing strategies put positive impact on the overall performance of the company by making
brand image more popular. On the other side, 15 people give their views that it put adverse
impact on the performance of the company because sometime it may arise issues associated with
market trends, culture and demand as well. This will reduce the chances of attaining success at
market place.
Theme 8: Skilled workforce is an effective way by which Uber can overcome from the
issues associated with international marketing strategies.
Q8) What are the ways by which Uber can overcome from the
issues associated with international marketing strategies?
Frequency
a) Skilled workforce 20
b) Knowledge about political environment 10
17
25
15
a) Positive
b) Negative

c) Conduct research about customers taste 10
Interpretation: For improving the performance, it is important for the business organisation to
overcome from the issues related with the global marketing strategies. With the help of this firm
may capture larger market share from its rivals and also established their positive brand image.
In this, 20 out of 40 people give their views that hiring skilled workforce is one of the effective
way to overcome form the issues related with international marketing strategies. As employees
can easily understand how to use strategies to attain success. Furthermore, 10 out of 40
respondents said that knowledge about the political environment is also a way to overcome from
the challenges. With the assistance of this company easily sell their services at global market. On
the other side, 10 participants think that carry out research about the customers taste and
preferences is also a way by which company easily improve the chances of reducing the
challenges. This will improve the overall performance of the company.
Theme 9: Global marketing strategies help in inviting large number of customers towards
Uber services.
Q9) Is global marketing strategies help in inviting large number of
customers towards Uber services?
Frequency
a) Yes 30
18
20
10
10
a) Skilled workforce
b) Knowledge about
political environment
c) Conduct research
about customers taste

b) No 10
Interpretation: Global marketing strategies defines as a process of selling company products
and services that may directly contribute in inviting large number of customers towards its
offerings. With the help of this, company easily expand their business activities at global level
and also improve their productivity level. It also help in knowing the market and customers
trends. In this, 30 out of 40 respondents are agree with this statement as they think that by using
global marketing strategies company can easily invite large number of customers towards the
company offerings. This will directly contribute in making overall brand image more popular
and famous as well. On the other side, 10 participants are not agree with this theme because they
think that global marketing strategies increase overall cost of the company which negatively
impact on the profitability level.
CHAPTER 5: Conclusion and Recommendations
5.1 Conclusion
As per discussed study, it has been concluded that, global marketing strategies play a
significant role in providing opportunities to business organization for expanding their action at
worldwide. Along with this, it also help firm to attract customers towards company offerings. It
19
30
10
a) Yes
b) No

help in enhancing profitability and at the same time also make brand image more competitive.
Furthermore, it also concluded that for implementing international marketing strategies,
company is responsible for including skilled workforce so that they can easily understand how
these strategies are support in capturing larger market share from its rivals. In addition of this,
international marketing strategies also invite customers by making quality products and services.
It may aid in making brand image positive and productive as well.
5.2 Recommendation
As per above discussed research it has been recommended that, company should
effectively implement the international marketing strategies so that Uber can easily make their
performance more competitive and famous as well. In this context, company should use
marketing communication as a marketing strategies by which they can easily communicate with
potential customers and also understand their needs. This is the main concern, organization can
easily serve quality services at attain their higher satisfaction. It contribute in heighten
profitability. Furthermore, company needs to analysis political environment of new market
before entering so that they reduce the chances of arising any kind of challenges. With the
assistance of this, organization attain success at global market and capture larger market share
from its rivals.
CHAPTER 6: Personal Reflective Statement
6.1 Reflect on the research method used in project
This research is based on the importance of international marketing strategies for
attaining success. For this, researcher includes various methods to gather relevant data and
information. This will help in in drawing a valid conclusion. As a researcher, I used both
primary and secondary method through which I can easily collect valid and reliable information
about the specified topic. By using primary source I prepare questionnaire which includes
various questions ask from the respondents. On the other side, secondary method includes books,
journals, articles and many more. All these are support me at the of carry out the research.
6.2 Consider research methods that could have been used
A research project is based on the issues in which researcher undertake the study with the
aim of addressing the specified problem. Mainly, research provide an effective direction to
completing the research activities in systematic manner. In this context, as a research I use
interview as a alternative method to gather relevant data and information from the respondents.
20

With the assistance of this, I can easily collect valid and reliable information in order to take
right decision.
6.3 Areas for further research
The potential research is focus on addressing the issues that arise at the time of gathering
as well as collecting information from the sources. As the research is based on the importance of
global marketing strategies for attaining success at international market. This study provide a
clear way to the investigator to enhance as well as develop their skills and knowledge towards
the specified research topic. With the help of this research, investigator can be improve their
ability of data collection that help them in attaining their own future objectives.
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