HAT202 Business and Marketing Portfolio: Uber Eats Overview

This report provides an in-depth analysis of Uber Eats, a subsidiary of Uber operating in the food and beverage industry as an online food ordering app. The report begins with an introductory summary of Uber Eats, describing its operational model, which includes partnerships with restaurants, delivery through couriers, and 24-hour service. It then examines the current business operations, focusing on location and distribution within Australia, followed by an analysis of its variable pricing model. The report identifies Uber Eats' customer segments, targeting a broad age range, and evaluates its branding and positioning in comparison to competitors like Foodpanda and Deliveroo. It includes appendices with promotional materials and recommends an innovative idea for luring customers. Finally, it outlines a future integrated marketing plan, detailing the target market and promotional mix elements like personal selling, public relations, advertising, sales promotion, and direct/digital marketing, supported by relevant figures and references.

STUDENT NAME:
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ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO
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INTRODUCTION
Introductory summary of the chosen sector, chosen business and a description of its operation.
Uber Eats is a subsidiary of Uber, operating under the food and beverage industry. It is an online
food ordering app, which caters to the appetite needs of the customers across the globe. The app
indulges in partnership with the restaurants of the world. The customers are delivered the orders
within 30 minutes or less through couriers with cars, bikes or on foot. The app is functional for 24
hours, where the customers can order breakfast, lunch and dinner (Ubereats.com 2018). The app also
has the provision of placing orders on the official website through the personal computers. The
location of the customer is tracked separately. For payments, the customers are provided with a choice
of credit or debit card (Ubereats.com 2018).
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CURRENT BUSINESS OPERATION
LOCATION AND DISTRIBUTION
The outlet of Uber Eats is located in an around Australia. Sydney and Melbourne are the two
most important locations. Delivery is done to the customers through the means of efficient transports
like cars, bikes and others. Sometimes, door-to-door marketing is also adopted for fulfilling the needs,
demands and requirements of the customers (Ubereats.com 2018).
PRICING MODELS
Variable pricing model is followed by Uber Eats. Auction is done for setting the prices of the
food items. These prices are uploaded on the official website for the customers to comment. Once they
select on the food item, the prices gets displayed. If the prices are changed, it is automatically
displayed along with the items (Grimes, Petruny and Cordell 2015). This is in terms of catering to the
specific needs, demands and requirements of the customers. Within this, market price of the food
items is considered by the service providers. Variety in the pricing proves advantageous for the middle
class customers in savouring the taste of the lip-smacking delicacies.
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CUSTOMER SEGMENTS
Uber Eats targets audience belonging to the every age group. Fusion foods are offered to the
customers for assessing its feasibility. The target market of Uber Eats are the people from 18-65. This
mainly includes the teenage people and the office goers, belonging to the families with stable income.
Focusing on the office goers is effective, as they need readymade foods while returning home (Hamper
2014). Within this, selection of the female customers would be effective in terms of reducing their
burden to prepare food after returning home tired. Providing them with packed dinners would prove
beneficial in terms of catering to the appetite needs of the whole family.
BRANDING AND POSITIONING
Uber Eats indulges in competition with apps like Foodpanda, deliveroo among others. The app
needs to take lesson from Deliveroo, as it caters to the needs of the customers belonging to the middle
class (Ubereats.com 2018). Here, the brand positioning of Uber Eats is reduced. Deliveroo focuses on
high standard and quality for attracting the customers. On the other hand, Foodpanda focuses on
alternatives at cheaper rates for luring the customers. Here, Uber Eats attains a reputable position as
compared to Foodpanda and Deliveroo.
CURRENT PROMOTION AND MARKETING MATERIALS.
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APPENDICE 1 – LOCATION AND DISTRIBUTION
Figure: Distribution truck of Uber Eats
(Source: Ubereats.com 2018)
Figure: Presentation of the Uber Eats app
(Source: Ubereats.com 2018)
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Figure: Delivery process of Uber Eats
(Source: Ubereats.com 2018)
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APPENDICE 3 – PRICING MODELS
Figure: Pricing model demographics of Uber Eats
(Source: Ubereats.com 2018)
Figure: Transportation business of Uber Eats
(Source: Ubereats.com 2018)
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APPENDICE 4 – CUSTOMER SEGMENTS
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APPENDICE 5 – BRANDING AND POSITIONING
Figure: Brand positioning of Uber Eats
(Source: Wallina and Spry 2016)
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
Figure: Promotional advertisements of Uber Eats
(Source: Ubereats.com 2018)
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RECOMMENDED NEW OR INNOVATIVE IDEA
DESCRIPTION:
If the passengers are provided with refreshments when they enter into
the cabs, it would be an innovati ve means of luring the customers. This can
be a meal box, consisti ng of healthy snacks and juice. Colorful packing can be
one of the other means for identi fying the children as targets.
APPLICABILITY:
Meal box during the travel would cater to the hunger cravings of the people. This would be
specifically beneficial for the female passengers, as they would not have to prepare the meals after
getting back home. Taking two to three boxes would prove beneficial for whole family in terms of
having a healthy dinner.
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