Marketing Strategy and Plan: Uber's Australian Operations Analysis

This report provides a comprehensive analysis of Uber's marketing strategy and plan, focusing on its operations in Australia. The study identifies the marketing problem, which centers around Uber's reliance on viral and social media marketing and its lack of traditional promotional methods. The research objectives include determining brand loyalty, increasing sales, addressing negative publicity, exploring effective communication strategies, and assessing potential service expansions. The research methodology involves a questionnaire survey distributed online, targeting millennials (Gen Y) in Australia. The report discusses the link between questionnaire content and research objectives, sampling approach, and challenges encountered. The findings reveal insights into customer and driver satisfaction, brand perception, and loyalty. The report presents descriptive statistical analysis of the survey responses, including demographics, customer satisfaction levels, driver relationships, and future ride intentions. The analysis highlights areas for improvement in Uber's marketing efforts and customer relations within the Australian market.

Running head: MARKETING STRATEGY AND PLAN
Marketing strategy and Plan
Name of Student
Name of University
Author Note

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Table of Contents
Research Context.............................................................................................................................2
Background Information..............................................................................................................2
Marketing problem.......................................................................................................................3
Marketing Research problem.......................................................................................................3
Research Objectives.....................................................................................................................3
Research Methodology....................................................................................................................4
Demonstration of the link between questionnaire content and research objectives.....................4
Additional details of sampling approach.....................................................................................5
Discussion of the impact on results of any challenges.................................................................5
Analysis and Findings......................................................................................................................5
Justification of the Analytical steps and Statistical procedures...................................................5
Descriptive statistical analysis.........................................................................................................6
Findings........................................................................................................................................6
References......................................................................................................................................15

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Research Context
Background Information
The study is mainly focused on Uber which is having their operations in Australia. Uber
Australia has been launched in 2012 and since then it has changed the complexion of the taxi and
the other transport system in Australia as well (Choy, 2014). Uber has the specialty of the ride
sharing app which is mainly in the highly regulated taxi industry. Uber has become very much
popular with their timely and price sensitive rides they provide it to the customers. It seemed that
in Australia there are the millenials who are enjoying the Uber ride due to its extreme comfort,
easy access and high convenience which they could not be able to found out from the taxi
transport system. It is said that Uber has some serious issues which needs to be resolved at any
cost so that they can be able to expand their services and increase their sales in Australia as well
(Mackey & Gass, 2015). They have been experiencing with some of the serious concerns for
their operations in Australia in the near future. It is seen that there has been serious opposition to
be taking place from the government regarding their legality of their operations along with the
registration of the licensees of the taxi drivers (Choy, 2014). There is serious issue on the
character and the background of the taxi drivers hired and selected in Uber needs to be verified
properly. The next could be the traditional transport system also reduces the market share of
Uber. It is also seen that the millennial are going to the target market for Uber as they have been
grown up with the technology and it has been estimated that by 2025 the Australian workforce
will be using Uber at a rapid pace as they were more tech savvy as well they have higher annual
spending as compared with the other generations as well (Choy, 2014).

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Marketing problem
The marketing problem which is identified is that Uber is not at all interested in having
the traditional forms of promotion of their services they provide it to the customers. They are
solely focused on the viral and social media marketing as the major marketing or the promotional
tool which is influencing the purchasing behavior of the consumers (Mackey & Gass, 2015).
They could not be able to understand that which of the promotional or the marketing techniques
they will be using in order to increase the sales as well as expanding their services in the
Australian transport industry.
Marketing Research problem
It is very much identified from the research that Millenials are very much tech savvy and
extremely exposure to the social media which tells that they are not loyal to the brand. The
reason is due to the fact that the social trends are changing at rapid speed and this is the reason
that they are likely to change brands frequently without knowing and measuring how much value
they are getting from each of the brands they will be trying to overlap (Libert, Wind & Fenley,
2014). The Gen Y is termed as the Millennials and they have the preferences and the perceptions
which are highly dynamic. This is having a constant dilemma in the minds of the marketing
manager and the business analyst of Uber for understanding the best possible marketing or
promotional method used for the promotion of their services (Mackey & Gass, 2015). So this is
the marketing research problem identified in this study. There is always a negative perception
over the brand took place due to the serious issue of illegal operations as well the cases of
assaults are hampering the brand image. So this is said to be the marketing research problem for
Uber operating in Australian market.

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Research Objectives
The research objectives or the research study has been given below
 To determine the current brand loyalty, atitudes and perceptions of Gen Y to the brand.
 To increase the sales growth of Uber.
 To eliminate the bad publicity of Uber in terms of their services they provided it to the
customers.
 To explore the best ways of communicating the messages in accordance with the target
market.
 To explore the potential benefits of expansion of their services to the other age groups.
 To determine the possible expansion of the services offered by Uber.
Research Methodology
Demonstration of the link between questionnaire content and research objectives
There is a link between the questionnaire content and the research objectives to be
developed in this study. In this research the questionnaire is formed in accordance with the
objectives of the research which will be able to fulfill it. It is seen that the questionnaire will be
adding up questions and these questions are analyzed in the form of ratings or the percentages
given by the Uber customers (Flick, 2015). There are some of the questions which have a strong
link with the research objectives and some of the questions do not have any ink with the research
objectives to be evaluated and presented in this study as well. The Google survey will be
developing a link which should be distributed in the social networking sites which may include
whatsapp and Facebook. The agents have agreed that this is considered as one of the most proper

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survey analysis to be done which is useful in taking active responses from all the participants
involved in the survey (Wirtz & Lovelock, 2016).
Additional details of sampling approach
Sampling is the process by which there should be the selection of respondents to be taken
place from a large population of sample. The population which should be taken for the survey
would be the Millenials of Australia who are termed as the Gen Y. They are basically the
individuals having the age of 18-30 years and it is considered as the largest population in
Australia as well. The respondents should be the people who will be working as the driver in
Uber or the customers who uses the service of Uber on a frequent basis (Johnson, 2016). The
sampling approach will be the online sampling technique. It is seen that there should be the
sample size of around 30-40 people per agent which tells that at least 30 people were expected to
answer the questionnaire.
Discussion of the impact on results of any challenges
The challenges which have been faced by the researcher could be non achievement of the
sample size as outlined in the proposal. There are only responses from 5 respondents to be taken
in this survey to be conducted. The impact on this result will degrade the quality of the research
and the validity of the research as well.
Analysis and Findings
Justification of the Analytical steps and Statistical procedures
The analytical steps should be including the gathering of the primary data in the form of
questionnaire surveys from the respondents (Baker, 2014). After that the primary data which has
been gathered should be analyzed in the form of charts and statistical figures. After that the

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charts are interpreted in order to have the findings in the right track for this research to be
conducted properly. It is seen that the responses are framed in accordance with the Likert scaling
technique having five options for Strongly Disagree-1 Disagree-2, Neutral-3, Agree-4 and
Strongly Agree-5. The responses are converted into the numeric data points for statistical
analysis to be done. So this is the step and the procedure for the findings to be analyzed and
interpreted in a proper manner.
Descriptive statistical analysis
Findings

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60 percent are females and 40 percent are males which are indicated from the total respondents
of 30-40 people participated in the survey.
Out of 30-40 respondents 100 percent of them have a ride with Uber.

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60 percent of the customers feel that I am satisfied with the decision making process of
Uber. 40 percent of the customers feel that they are not satisfied with the decision making
process.
80 percent of the drivers feel that Uber and I as a driver have equal influence. 20 percent
do not have it.

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80 percent of the drivers says that they have equal pay gain relationship with Uber. 20
percent of the drivers feel they don’t.
80 percent of the drivers trust Uber. 20 percent of the drivers do not trust Uber.

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It is seen that 80 percent of the drivers felt that Uber treats failrly with them as compared
to other organizations. 20 percent feel they do not treated fairly.
From the bar chart it is described that 80 percent of the customers feels that Uber keeps
the promises 20 percent of them feel that they do not keep the promises.

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From the bar chart it is described that 80 percent of the customers feels that they meet the
needs of the customers. 20 percent of them feel that they do not meet the needs of the customers.
From the bar chart it is indicated that 60 percent of the drivers feel that they have a good
relationship with Uber and 40 percent feel that they do not have good relationship with Uber.

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From the bar chart it is described that 60 percent of the customers feel that they are
satisfied with the relationship with Uber. 40 percent of the customers feel that they are not
satisfied with the relationship with Uber.
From the bar chart it is indicated that 80 percent of the customers feel that they wish to
develop long lasting relationship with the Uber. 20 percent of the customers feel that they should
not be developing long lasting relationship with Uber.

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It is seen from the bar chart that 60 percent of the drivers feel that they wish that they
have not started a relationship with Uber. 40 percent of the drivers feel that they wish to start a
relationship with Uber.
It is seen that 60 percent of the customers from the sample of 30-40 respondents feel that
Uber is their preferred method of transportation. 40 percent of the customers do not agree that
Uber is their preferred method of transportation.

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From the bar chart its is observed that 60 percent of the customers feel that they are safe
as a customer when they ride in Uber from the sample of 30-40 respondents taken for the
research study. 40 percent of the customers feel that they are not safe when they ride with Uber.
From the bar chart it is observed that 60 percent of the drivers from the ample of 30-40
people and among them the drivers have agreed that Uber has done an adequate job of keeping
their customers safe in their vehicles they deliver it for riding their customers. 40 percent of the
people out of 30-40 people who are basically the drivers do not agree that Uber provides safe
drive for the customers.

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From the chart it is described that the customers are willing to ride in Uber in future as 60
percent of the respondents are willing to have a ride in Uber for the future. 20 percent of the
respondents are not willing to ride in Uber in future. The other 20 percent also do not want to
ride in Uber for the future.

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References
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Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
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complimentary between qualitative and quantitative approaches. IOSR Journal of
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Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Goffin, K., & Mitchell, R. (2016). Innovation Management: Effective Strategy and
Implementation. Palgrave Macmillan.
Johnson, G. (2016). Exploring strategy: text and cases. Pearson Education.
Libert, B., Wind, Y., & Fenley, M. (2014). What Airbnb, Uber, and Alibaba have in common.
Harvard business review, 11.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
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Rogers, B. (2015). The social costs of Uber. U. Chi. L. Rev. Dialogue, 82, 85.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.

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Steenkamp, J. B. (2017). Global Brand Strategy: World-wise Marketing in the Age of Branding.
Springer.
Wirtz, J., & Lovelock, C. (2016). Services marketing. People, technology, strategy. Eighth
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