A Comprehensive Marketing Report: Uber's Super Service in Australia

This report provides a comprehensive analysis of Uber's new Super Service launch in Australia. It begins with an executive summary and introduction, outlining the service's focus on women and senior citizens. The report then delves into competitive information, identifying key rivals like GoCatch, Ola, and DiDi, followed by an environmental scan that includes a PEST analysis. The report forecasts demand within the Australian market and details specific market segmentation, targeting, and positioning strategies for the new service. It highlights the importance of adapting to local regulations, economic factors, social trends, and technological advancements. The report concludes with references to support its findings, providing a thorough overview of the marketing considerations for Uber's Super Service.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The primary aim of this report will be to discuss about the new service that will be provided
by Uber in Australia. The paper will include the information about the competitors who are
present in the market place of Australia along with an environmental scanning, which will
involve a PEST analysis. The demand forecasted from the overall market place of the
selecte4d region will also be discussed. A proper and specific market segmentation, targeting
and positioning statements will be laid in this report in the context of the new service from
this American multinational firm.

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Table of Contents
Introduction................................................................................................................................3
About the Organization and the New Service............................................................................3
Competitive Information............................................................................................................3
Environmental Scanning............................................................................................................4
Political Factor.......................................................................................................................4
Economic Factor....................................................................................................................4
Social Factor...........................................................................................................................4
Technological Factor..............................................................................................................5
Demand Forecasted....................................................................................................................5
Market Segmentation, Targeting and Positioning......................................................................6
Segmentation..........................................................................................................................6
Targeting................................................................................................................................6
Positioning..............................................................................................................................6
Reference................................................................................................................................7

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Introduction
The major objective of this report will be to discuss about the new service in the name
of Super Service that will be provided by the organization of Uber in the region of Australia.
The discussion will include the information about the competitors who are present in the
market place of Australia along with an environmental scanning, which will involve a PEST
analysis. The demand forecasted from the overall market place of the selected region will
also be discussed. A proper and specific market segmentation, targeting and positioning
statements will be laid in this report in the context of the new service from this American
multinational firm.
About the Organization and Super Service
Uber Technologies, Inc. is a ridesharing multinational organization from America,
having their presence in 63 nations and 785 metropolitan areas. The business house started
their journey in the year 2009, and change the ridesharing experience with their innovative
service providing mobile application and website (Uber 2019). The organization is operating
their services in Australia for more than 6 years, and they are going to launch their Super
Service which is only for only for the women and senior citizens. A particular number of
vehicles from the total fleet size of Uber that operates in this nation will be made ready to be
booked only for the senior citizen and women population. Children below 10 years will also
be eligible to avail this brand new service (Shemshadi, Sheng and Zhang 2014).
Competitive Information
In this context, it can be said that GoCatch has been identified as the major competitor
of Uber. The start-up business entity from Australia has given fierce competition to Uber, and
the same will be faced at the time of launching Super Service (Kooti et al 2017). Ola from

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India has also started their journey in this region and are giving stiff competition to Uber,
who are also facing competition from DiDi, the same service provider from China. Other
organizations who provide application based ridesharing service are Taxify, Shebah and
Shofer. All these firms will provide tough competition to Uber in the time of launch of their
Super Service (Rigby, Krüger and Winter 2013).
Environmental Scanning
Political Factor
The rules and regulations related to the region of Australia need to be followed, as
Uber has faced controversies regarding their operations in this region. They have to be strict
on safeguarding the women as well as the senior citizen of Australia. Separate licenses need
to be made for providing this new service to the people. New policies need to be formulated
and proper permission need to be taken from the government so that actions can be taken
against any kind of unfair means.
Economic Factor
The development of this organization in Australia has affected the economy and this
need to be maintained by the management. But no unfair means can be used while competing
with the competitors like taxis and other app providers mentioned earlier in this report.
Employment opportunities will also increase in the market place, but no use of unfair mean
scan be used and penalties will be imposed if any illegal steps are taken by Uber to start their
Super Service (Laptev et al 2017).
Social Factor
Easy accessibility has helped the citizens of Australia to avail the existence services
that are provided by this American giant. Transfer from one places to the other has become
easier by this ridesharing service provider. Usage of social media has also been effectively

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used by this organization and opportunities like employment has helped the social life of the
people efficient.
Technological Factor
Advancement of technology has helped the business houses like Uber a lot, as most of
their services are based on the technological platform. Involvement of alarm buttons along
with different social media platforms has also helped to reach the service that are provided by
this organization to a certain level and the same is expected from this Super Service that is
going to be introduced in the market place of Australia (Moon 2015).
Demand Forecasted
It can be stated in this context that the management of Uber has successfully
established themselves as the leading ridesharing application, where near about 4.3 million
people from Australia, which consists of more than 205 of the overall population of the
nation.

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From the above graph, it can be seen that the number of users of this ridesharing
application has increased at a huge rate from the year of 2016 to that of 2018. Though the
number is more for the users who are between the age group of 18 to 49 years, the Super
Service will be for the people who are more than 50 years of age and women of all age
groups (Roy Morgan 2019). This brand new service will help to safeguard the women from
facing illegal acts from other people and the senior citizens will have a specific service only
for themselves. Some of the vehicles will be designed only for the senior citizens, so that they
will feel comfortable while getting in and out of the car. Alarm buttons will also be there in
case of any emergencies occur, and will be available for both the senior citizens and women
(d'Orey and Ferreira 2014).
Market Segmentation, Targeting and Positioning
Segmentation
The urban and semi-urban areas will be targeted by the management of Uber in order
to launch their Super Service. It has been seen that most of their uses live in these areas,
along with posing a decent lifestyle (Witt, Suzor and Wikström 2015). Senior citizens who
have to stay alone in their home along with the single living women will be the main targeted
segment for this organization. They will be benefitted the most from this brand new service
provided by Uber.
Targeting
Techniques which will help to attract these segment will be used by this organization,
as senior citizens may not be familiar with the modern day technologies, so old form of
technologies like giving advertisements in radio and newspapers need to be done by Uber.

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Positioning
Benefit based positioning strategies can be used to position separately the brand
services that are going to be launched by Uber in Australia. The benefit that will be provided
to the target customers will add value to Uber and help to gain the competitive advantage
against the competitors that are present in the market place of Australia (Haider 2015).
STUDENT ASSIGNMENT
HEADING
REFERENCE
1 Introduction and
Competitive
Information
Shemshadi, A., Sheng, Q.Z. and Zhang, W.E., 2014,
October. A decremental search approach for large scale
dynamic ridesharing. In International Conference on
Web Information Systems Engineering (pp. 202-217).
Springer, Cham.
Uber. (2019). Earn Money by Driving or Get a Ride Now
| Uber Australia. [online] Available at:
https://www.uber.com/au/en/ [Accessed 15 Dec. 2019].
2 Environmental
Scanning
Laptev, N., Yosinski, J., Li, L.E. and Smyl, S., 2017,
June. Time-series extreme event forecasting with neural
networks at uber. In International Conference on
Machine Learning (Vol. 34, pp. 1-5).
Moon, Y., 2015. Uber: changing the way the world
moves. Harvard Business School, Case, 101.
3 Demand
Forecasted
d'Orey, P.M. and Ferreira, M., 2014. Can ride-sharing
become attractive? A case study of taxi-sharing

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employing a simulation modelling approach. IET
Intelligent Transport Systems, 9(2), pp.210-220
Roy Morgan. (2019). Uber drives forward while taxis
stall and new market entrants begin to accelerate.
[online] Available at:
http://www.roymorgan.com/findings/7959-ride-sharing-
uber-taxis-december-2018-201904260833 [Accessed 15
Dec. 2019].
4 Market
Segmentation,
Targeting and
Positioning
Haider, M., 2015. To Uber or Not to Uber: That is the
Question. Repéré à http://stream1. newswire.
ca/media/2015/09/29/20150929_C6395_PDF_EN_5089
57. pdf.
Witt, A., Suzor, N. and Wikström, P., 2015. Regulating
ride-sharing in the peer economy. Communication
Research and Practice, 1(2), pp.174-190.

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Reference
d'Orey, P.M. and Ferreira, M., 2014. Can ride-sharing become attractive? A case study of
taxi-sharing employing a simulation modelling approach. IET Intelligent Transport
Systems, 9(2), pp.210-220.
Haider, M., 2015. To Uber or Not to Uber: That is the Question. Repéré à http://stream1.
newswire. ca/media/2015/09/29/20150929_C6395_PDF_EN_508957. pdf.
Kooti, F., Grbovic, M., Aiello, L.M., Djuric, N., Radosavljevic, V. and Lerman, K., 2017,
April. Analyzing Uber's ride-sharing economy. In Proceedings of the 26th International
Conference on World Wide Web Companion (pp. 574-582). International World Wide Web
Conferences Steering Committee.
Laptev, N., Yosinski, J., Li, L.E. and Smyl, S., 2017, June. Time-series extreme event
forecasting with neural networks at uber. In International Conference on Machine
Learning (Vol. 34, pp. 1-5).
Moon, Y., 2015. Uber: changing the way the world moves. Harvard Business School,
Case, 101.
Rigby, M., Krüger, A. and Winter, S., 2013, November. An opportunistic client user interface
to support centralized ride share planning. In Proceedings of the 21st ACM SIGSPATIAL
international conference on advances in geographic information systems (pp. 34-43). ACM.
Roy Morgan. (2019). Uber drives forward while taxis stall and new market entrants begin to
accelerate. [online] Available at: http://www.roymorgan.com/findings/7959-ride-sharing-
uber-taxis-december-2018-201904260833 [Accessed 15 Dec. 2019].

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Shemshadi, A., Sheng, Q.Z. and Zhang, W.E., 2014, October. A decremental search approach
for large scale dynamic ridesharing. In International Conference on Web Information
Systems Engineering (pp. 202-217). Springer, Cham.
Uber. (2019). Earn Money by Driving or Get a Ride Now | Uber Australia. [online] Available
at: https://www.uber.com/au/en/ [Accessed 15 Dec. 2019].
Witt, A., Suzor, N. and Wikström, P., 2015. Regulating ride-sharing in the peer
economy. Communication Research and Practice, 1(2), pp.174-190.