International Marketing Report: Ola Cabs Recommendations for Amsterdam

This report provides a comprehensive analysis of Ola Cabs' international marketing strategy, focusing on recommendations for market entry and the marketing mix in Amsterdam. The key findings from the environmental scan highlight the company's plans for expansion and the need to address customer concerns regarding surge pricing. The report suggests a market entry strategy based on the absence of major competitors and the positive trial launch of Taxify. It proposes a marketing mix strategy that includes a user-friendly app with an in-built wallet, a competitive pricing strategy with initial discounts, and a strong online presence through social media. The report emphasizes the importance of driver experience and customer feedback to enhance the overall ride experience.

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Marketing Recommendations -..................................................................................................2
Key Findings:.........................................................................................................................2
Market Entry Strategy:...........................................................................................................2
Marketing Mix Strategy:........................................................................................................3
1. Product.........................................................................................................................3
2. Price.............................................................................................................................3
3. Place............................................................................................................................4
4. Promotion....................................................................................................................4
Reference List:.......................................................................................................................5

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Marketing Recommendations -
Key Findings:
The major finding from the environmental scan of the factors that impact the
organizational growth and development in the overseas market is that the company, Ola
Cabs, is planning to expand its services in new avenues. In addition to this, the company
should also plan to diversify its reach in other sectors like Uber Inc (Panigrahi, Shahi &
Rathore, 2018). Taking into consideration the fact that Ola Cabs is an organization that
directly caters to the needs and wants of its customers, it should keep in mind their issues as
well, for instance, customers often complain about the high surge prices or the high peak hour
changes in the fares of the cab (Pandya, Rungta & Iyer, 2017). This issue is one of the most
prevalent issues, and to address this, the company plans to implement a new market entry as
well as market mix strategy.
Market Entry Strategy:
Having observed that the company does not have any major players in the country, it
would have a competitive advantage (Pandya, Rungta & Iyer, 2017). After the company had
a trial service in the country, it seemed that there was a positive response for Taxify cab
business (trial launch) (Kowsalya, 2018). The market strategy plan for the company has been
developed for the next three years to get a better insight about its performance and feedback
in Amsterdam. The drivers that will be designated for the ride should also have experience in
their job and to make the rider’s experience better, they would be allowed to provide a
feedback about their driver.
Marketing Mix Strategy:
Managing as well developing a successful start-up is filled with challenges such as
keeping the employees as well as the investors happy, to constantly growing and improving

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the bottom line (Goel et al., 2018). It is a known fact that not all the start-ups are bound to be
successful. The major cab service providers are Uber and Lyft. The marketing mix strategy
for the company, Ola Cabs: Taxify is -
1. Product
Even though the company is a service based company, it has a product to offer to its
customers too – app (Kalla & Purohit, 2017). The product mix of the company will have
variety where some are supposed to help the customers save money and others to create an
impression. The company should develop a Taxify, Ola Cabs application which would make
booking easier and should provide the customers with an inbuilt wallet option.
2. Price
The pricing strategy of the company is based on per km to price per minute. The company
should plan to save up on infrastructure and pass on the benefits to its customers. The price
estimation will be available to the customers before the trip commences. This will enable to
create trust amongst the customers. Moreover, in the initial stage, the company should
provide discount and promo codes as it would help Taxify to promote its business.
3. Place
The web application for the service is available both on iOS and on Android (Goel et al.,
2018). The company started its services in Mumbai, India and has extended its services ever
since trying to cater to the needs of customers from other countries. The company plans to
enter Netherlands since its capital, Amsterdam, is situated in a central location which would
cater to the nearby markets such as Central, Eastern, and Northern Europe along with North
Africa.

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4. Promotion
This strategy is all about making use of promotional tools and communicating effectively
to the customers (Tripathy & Leepsa, 2017). The company has to create and engage the
audience through social media websites. Also, an online presence of the business should be
there on websites such as Instagram, Facebook, and Twitter to directly communicate with the
target customers. Also, it will be beneficial to host digital campaigns and gather a wider base
of audience.

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Reference List:
Goel, R., Jain, P., Singhal, R., Jhunjhunwala, R., & Doshi, R. (2018). Operation analytics:
Uber and ola logistics optimization.
Kalla, N., & Purohit, H. (2017). Designing Service Offering in the E-Marketing Era: A Case
Study of OLA Cabs. International Journal on Customer Relations, 5(1), 1.
Kowsalya, K. (2018). A study on the marketing stategies of OLA. South Asian Journal of
Marketing & Management Research, 8(12), 38-40.
Pandya, U., Rungta, R., & Iyer, G. (2017). Impact of use of mobile app of OLA cabs and
TAXI for sure on Yellow and Black cabs. Pacific Business Review
International, 9(9), 91-105.
Panigrahi, D., Shahi, S., & Rathore, A. (2018). Success Story of a Start-Up–A Case Study of
OLA Cabs. IOSR Journal of Business and Management, 20(2), 30-37.
Tripathy, A., & Leepsa, N. M. (2017). Ola Consolidating to Dominate the Cab Hiring
Market. Journal of Case Research, 8(01).