HAT202 Business and Marketing Portfolio: Hospitality & Tourism Market

This business portfolio provides an in-depth analysis of a travel business within the hospitality and tourism industry, focusing on Uber's cab service as a case study. It begins with an overview of the industry's growth and Uber's current business operations, including its product offerings (cab services and UberEATS), global location and distribution, pricing models (UberX, UberPLUS, Uber BLACK), customer segments (primarily 25-49 year olds), branding and market positioning, and current promotional strategies utilizing social media. The portfolio then introduces a new innovative idea: establishing physical taxi stands to cater to non-smartphone users. A future integrated marketing plan is proposed, targeting older demographics with special discounts and early bird offers. The plan incorporates various elements of the promotional mix, including personal selling, public relations, advertising, sales promotion, and direct/digital marketing. The analysis uses visuals, graphics, and figures to support its findings. The document concludes with a list of references and is available for students on Desklib, where they can find similar assignments and past papers.

STUDENT NAME:
DATE
ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO

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INTRODUCTION
The hospitality and tourism industry is one of the booming industries currently in Australia
with innovations and improvisations taking place regularly. It is estimated that the spending in
the industry would reach the approximately 170 million dollars by the end of the year 2025,
which is very significant in terms of the development of the industry(Leung, Law, Van Hoof, and
Buhalis, 2013). The business chosen to study is the travel business which is experiencing greater
heights on regular basis. The company in focus is the UBER cabs service which is one the top
service provider in the market. It operates from an application launched on different platforms
and commuters can book a cab with exciting offers and a wide variety of sections of cars to
select from. It follows digital marketing as the major marketing scheme to promote its
business.
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CURRENT BUSINESS OPERATION
PRODUCT
UBER provides a wider variety of services in and around Australia. The major service or the
product for UBER is its cab facility which is very popular not in Australia but also around the
world. The other service provided by UBER is UBEREATS by which it has started delivering
the food items from the various joints and outlets listed on its application. These all services are
provided by the mobile application and the website.
LOCATION AND DISTRIBUTION
UBER has its services in almost 35 countries of the world. The cab service is almost carrying
its operations in all the regions of Australia such as New South Wales, Tasmania, Queensland
etc. but it does provide its service in northern territory which can be seen from the chart in
appendix which shows the inception of its operations(Rayle, Shaheen, Chan, Dai, and Cervero,
2014).
PRICING MODELS
There is the wide variety of services provided by the UBER cab services. It has UBERX, UBERPLUS,
and UBER BLACK as its services which have fare ranging from the affordable to the luxurious. Also
from the graph, we can see that the fare prices of the services also range according to the time period
and it's mostly when it is the peak hour and more traffic on the roads.
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CUSTOMER SEGMENTS
Customers of UBER include all the types of the people ranging in all the age groups. As it can
been seen that the major users of the UBER are people aged between 25 years to 33 years
which can be attributed to young generation using cab service to college or offices, while the
second most age group using UBER is lies between 34years to 49 years and hence it can be
seen that it is very popular among the working professionals.
BRANDING AND POSITIONING
UBER from its inception is on a surge in terms of its branding and value and this can be
supported by the graph which shows that UBER became the top most valuable brand in the
recent startups that were launched with evaluation of 1.6 billion dollars. Also, the market
capitalization of UBER which stands at 50 billion dollars is the most among the next five cab
services combined together. So, this clearly tells the positioning of UBER that is number one.
CURRENT PROMOTION AND MARKETING MATERIALS
Social media is the biggest platform which is used by UBER for the marketing and promotion
of its business. Social media gives them a wider range of population to reach to in an easy and
cheapest way possible with maximum effect. Also provides a lot of discounts to promote and
increase its business during any festival or some special days which gives them a competitive
edge.
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APPENDIX 1 – PRODUCT
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APPENDICE 2 – LOCATION AND DISTRIBUTION
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APPENDICE 3 – PRICING MODELS
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APPENDICE 4 – CUSTOMER SEGMENTS
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APPENDICE 5 – BRANDING AND POSITIONING
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
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RECOMMENDED NEW OR INNOVATIVE IDEA
DESCRIPTION:
UBER can be more innovative and can increase its business by starting services other than the
application based. It can start a service like other state taxi service which can attract the crowd
which is not able to use smartphones and need taxi immediately.
APPLICABILITY:
This can be made applicable by UBER placing its own taxi stands and making the cabs
available at the service as same as it does through the online application. It can ask the driver to
generate a slip for the customer of the destination source and by this, the machine could
evaluate the fare for the trip and hence by the online generation the company can easily track
the records of that particular taxi or cab.
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FUTURE INTEGRATED MARKETING PLAN
PLAN OVERVIEW
All the elements of the promotional mix that are also known as 4 P's work in relation to each
other. Every promotional and marketing strategy involves selling and advertising of the product
and services involve door to door selling, advertising through social media and various other
forms(Singh, 2013). Hence incorporating all the elements together form a strong promotional
strategic plan.
New strategies could be that with social media promotions the company could target the people
who could not use the mobile application or do not know how to use by organizing events
where they can promote their cabs service and can launch the new innovative idea as described
earlier and can also teach people how to use the application. Having consistent monitoring of
the strategies would be important as it could be decisive which strategies are working best for
the company. They should also have the methodology which they want to incorporate.
TARGET MARKET
Since by the statistics it is very clear that that the people between age group 25 to 34 years uses
the cab service the most so in my opinion I would like to target the 35 to 49 years and 50+
years population age group by providing special discounts to the senior citizens and offers to
the clients going to office like early bird offer which would target these people.
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PROMOTIONAL MIX
PERSONAL SELLING
It is referred to as the two communication where the product is advertised or sold by giving
small demo or presentation of the product (Erevelles, and Fukawa, 2013). It is a costly process.
PUBLIC RELATIONS
It is a form of promotion which is a non paid and is done by the public connections such as
news channels, broadcasters rather than the expert individuals (Grunig, 2017). Publicity is a part
of the public relation.
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ADVERTISING
Advertising is the promotion of the product by a non-personal presentation which aims at
attracting or targeting the mass communication(Labeeb, Mehta, Matveev, Miryala, Mustafa, Gogoi,
Godbole, Larin, Humpleman, Bentolila, and Zhou, 2013). This promotion is a one-way
communication method.
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SALES PROMOTION
It differs from the advertising or the publicity as this is the activity that is carried out as a
spontaneous activity which is done as incentives to the dealers or the buyers(Veit, and Walle,
2013).
DIRECT AND DIGITAL MARKETING
This type of marketing uses the technology of any type such as any social platform or
applications which helps in reaching out to mass population in less time and easy
manner(Stone, and Woodcock, 2014).
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REFERENCES
Erevelles, S. and Fukawa, N., 2013. The role of effect in personal selling and sales
management. Journal of Personal Selling & Sales Management, 33(1), pp.7-24.
Grunig, J.E., 2017. Symmetrical presuppositions as a framework for public relations theory.
In Public relations theory(pp. 17-44). Routledge.
Labeeb, I.K., Mehta, M., Matveev, V., Miryala, S., Mustafa, Y., Gogoi, A., Godbole, S., Larin,
O., Humpleman, R., Bentolila, A. and Zhou, Y., 2013. Method and apparatus for
delivery of television programs and targeted de-coupled advertising. U.S. Patent
8,495,679.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-
22.
Rayle, L., Shaheen, S., Chan, N., Dai, D. and Cervero, R., 2014. App-based, on-demand ride
services: Comparing taxi and resourcing trips and user characteristics in San Francisco
University of California transportation centre (UTC). University of California, Berkeley,
United States Rogers, B.(2015) The social costs of Uber. James E. Beasley School of
Law, Temple University, Philadelphia, United States.
Singh, D., 2013. The brand personality component of brand goodwill: some antecedents and
consequences. Brand equity & advertising: Advertising's role in building strong brands,
pp.83-96.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on the better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
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Veit, T. and Walle, A., SAP SE, 2013. System and method for defining a sales promotion. U.S.
Patent 8,478,632.
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