MKT301 - Uber's Marketing Strategy: A Critical Analysis & Evaluation

This assignment provides a critical analysis and evaluation of Uber's marketing strategy, focusing on positioning, product, pricing, distribution, and marketing communication strategies. The analysis highlights how Uber uses its app to maintain consistent service quality and how pricing varies based on location and demand. The report also touches upon the importance of efficient distribution strategies to meet customer needs and the role of advertising across various platforms. Ultimately, the assignment concludes that these strategies are crucial for Uber to attract customers and maintain an efficient business system. The document includes references to support its claims.

S C H O L A R I D :
Critical analysis and
evaluation of marketing
strategy of Uber

Positioning strategy
The Uber can provide more services to
customers to persuade them
It can also enable the user to request a ride
via the app as the user can give data
regarding their location and also provides the
user information on a driver’s location
(Baron, 2016).

Product strategy
By using the App, Uber is competent to keep
offering consistent and high-quality services
to their highly valued consumers. It can use
the user-friendly app to persuade the
customers (Dudley, Banister, and Schwanen,
2017).

Pricing strategy
Price could be varying as per the location
because of different gap prices, trip mileage,
and quantity of drivers in a given area.
However, rates will remain properly reliable
(Hall, and Krueger, 2018).

Distribution strategy
Uber can decline its waiting time and more
efficient for increasing the needs of
customers (Urbinati, et. al., 2018).
These strategies would be beneficial for
arriving at the high amount of customers and
gain the efficiency and ease of using an entire
business system (Nenonen, and Storbacka,
2018).

Marketing communication strategies
It can also provide its ads on different places
such as Hulu, Netflix, Pandora, YouTube and
Spotify (Schlegelmilch, 2016).

Conclusion
There are different strategies that could be
used by Uber such as positioning, product,
price, place, and marketing communication
strategies.
Uber can make positioning among customers
through a user-friendly app.

References
Baron, D.P., 2016. Strategy beyond markets: A step back and a look forward.
In Strategy beyond markets (pp. 1-54). UK: Emerald Group Publishing
Limited.
Dudley, G., Banister, D. and Schwanen, T., 2017. The rise of Uber and
regulating the disruptive innovator. The Political Quarterly, 88(3), pp.492-
499.
Hall, J.V. and Krueger, A.B., 2018. An analysis of the labor market for Uber’s
driver-partners in the United States. ILR Review, 71(3), pp.705-732.
Nenonen, S. and Storbacka, K., 2018. Smash: using market shaping to design
new strategies for innovation, value creation, and growth. UK: Emerald
Publishing Limited.
Schlegelmilch, B.B., 2016. The Future of Global Marketing Strategy.
In Global Marketing Strategy (pp. 221-249). UK: Springer, Cham.
Urbinati, A., Chiaroni, D., Chiesa, V., Franzò, S. and Frattini, F., 2018. An
exploratory analysis of the contextual factors that influence disruptive
innovation: the case of Uber. International Journal of Innovation and
Technology Management, 15(03), p.1850024.