Uber Marketing Report: SWOT Analysis, Challenges, 4Ps & UK Growth

This report provides a comprehensive analysis of Uber's marketing strategies, examining both internal and external environmental factors using a SWOT analysis. It identifies key strengths, weaknesses, opportunities, and threats facing the company, including pricing strategies, service quality, leadership challenges, and competitive pressures. The report also outlines the top five internal and external challenges, such as competition, unskilled labor, and insecurity, and assesses Uber's positioning relative to competitors. Furthermore, it proposes SMART marketing objectives focused on targeting the youth demographic in the UK and evaluates Uber’s current marketing mix (4Ps), recommending improvements to enhance value delivery to customers. The analysis emphasizes the importance of place, price, promotion, and product in providing superior transport services, alongside the crucial role of people (customers, shareholders, workers, and security) in the external marketing mix. The report concludes by advocating for ongoing efforts to ensure customer satisfaction and loyalty, which are vital for sustained business growth and profitability. Desklib provides a platform to explore similar solved assignments for students.

Uber Marketing Report 1
Uber Marketing Report
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Uber Marketing Report 2
Uber Marketing Report
Analyze Uber’s internal and external environment
Some of the factors which affect the company either internal or external can be analyzed using
SWOT analysis. SWOT analysis entails strength, weakness, opportunity and threats.1
Strength
The most important strength associated with Uber company is
Price-the company changes relatively low price compared to other companies. This can be
attributed to the fact the company changes its customers according to the distance travelled rather
than constant price like other companies.
1 Nguyen, Thi. "Research on the recent movement of Vietnamese confectionery market and
potential strategies for Hai Ha Confectionery Joint-Stock Company (HAIHACO)." (2016).
Strength
-Price
-Quality services offered
weakness
-leadership
-Insufficient drivers
Opportunities
-TechnologyThreat
-Competition
-Government policy
Uber SWOT analysis

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Quality services offered- compared to other competitors Uber company offers the best services
to the customers. This can be associated by good willing shareholders who invest in the company
for quality services to be offered.
Weakness
Insufficient drivers- the company is faced with reduced number of qualified drivers. As a result
the company incurs extra cost which is used to train drivers who will operate the cars in the
market.
Leadership- the company lacks the best management in the market which makes it hard to sell in
UK. The good management is supposed to come up with ways to penetrate in the market.
Opportunity
Technology- improve in technology is working to the advantage of the company.
Threats
Some of the threats associated with company include
Competition- unlike some years back, majority of companies are investing the services delivery
industries such as Uber. In many countries the company is faced with stiff completion.
Government policy- current in every country every business is supposed to follow all the rules
and regulations raid down by the government. Some of these rules require every business to
obtain working permit which works as a threat to every company.2
2 Dudley, Geoffrey, David Banister, and Tim Schwanen. "The rise of Uber and regulating the
disruptive innovator." The Political Quarterly 88.3 (2017): 492-499.

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Identify the top 5 internal and external challenges facing Uber
Some of the top 5 internal and external challenges facing uber are competition, unskilled labor,
lack of capital, insecurity and obsolesce.
Describe how uber position themselves relative to their competitors
Compared to their competitors, the compared has tried all they could to out-perform them. This
is because the company understands health competition is required for the business growth. The
company has been growing due to health growth.
Set suitable marketing objectives which will enable uber to continue their growth in the UK-
Objectives should be SMART and relevant to the case study
I believe the best marketing objective is to target the youths. This is because, the highest
consumers of Uber services is youth which means increasing the advertisement to them will
definitely increase the revenue generated per month or per year.
Evaluate Uber’s current marketing mix (4 p’s) and recommend how this could be improved
over the next twelve months to achieve the marketing objectives
Uber Company understands the use of 4p’s which are price, product, promotion and place.
During the process of services delivery, 4p’s play a big role in providing the services to the
customers in the market. In simple term the 4 p’s are utilized as discussed below
Place
The company understands that the services must be present to be utilized by the customer at all
the time. The customers are not supposed to look for the services but rather the company is

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supposed to take the services to the customers. To make this possible, the company takes its taxis
to a centralized place where the customers are supposed to take them at any time they feel like
consuming them. To make the accessible easier and fast to access the company must make sure
all the drivers are reachable through the phone by the customers at all the time.3
The company is supposed to improve the place by making sure all the cars are located in a
centralized place where customers can access them easily and also the place has security. The
presence of security personnel is to make sure customers feel at ease when coming to take the car
at any time.
Price
Price is the second 4 p’s which is also essential is providing the services and product to the
customers. The company is supposed to divide the price changed to different customers
according to their social class. For instance, upper class is supposed to be changed higher
compared to middle class and lower class. This is because, upper class have more money
compared to other classes. The excess money is mostly used for disposals and entertainment
which means there are able to pay for any changed price unlike other class. Lower and middle
class have lower or no disposals and as a result they wound are able to pay for the services if
changed highly. Due to this the company is supposed to classify its prices according to class,
level of income, level of education and the place where one leaves. Apart from the above factors
the distance where the customer is must be used to decide how much one will be changed.
3 Schwieterman, Joseph P., and Mollie Pelon. "First Zipcar, Now Uber: Legal and Policy Issues
Facing the Expanding Shared Mobility Sector in US Cities." Belmont L. Rev. 4 (2017): 109.

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In recommendation, the company must make sure those who pay higher price has the chance to
enjoy for their price. Some of the ways for making this happen is by putting music in the Uber
car.
Promotion
Promotion is the ways of making the customers to be aware of the products or services existence.
Uber has tried they best to make sure as many customers are aware about the services been
offered by the Uber company. Some of the ways through which the company reaches many
customers include newspaper, radio, television, social media such as face book and whatsapp.
This is to create the awareness about the company and take as many customers as possible who
previously were using public service vehicle. Some of the ways to enhance promotion are
reducing the price, offering quality services and employing qualified drivers.
In recommendation, the company must increase its promotions to the youth. This is because
youths are the one who consumes the services in large quantity compared to old people. From
the research, it is evident that majority of youths are in social media meaning it is easier to reach
them through here.4
Product
The product which the Uber Company offers to the customers is transport services. The company
is given languages by the customers to deliver from point A to point B for payment. In some
cases, the customers are transported to their working place. In simple term, the company is trying
to replace the public service vehicles by offering door to door services to their customers.
4 Khan, Muhammad Tariq. "The concept of'marketing mix'and its elements (a conceptual review
paper)." International journal of information, business and management 6.2 (2014): 95.

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Although, it is very hard to offer satisfaction to the service delivery the company has tried its
best.
In recommendation, the company must make the service delivered is of high quality and what the
clients wants in the long run. This is because even if the primary purpose of any business is
profit making, customer satisfaction is also important to increase the profit. Satisfied customers
will continue to consume the products and the services in the long run. Continued consumption
of product and services increases the profit which is the primary purpose for the business
existence.
Critically evaluate the role of one of the elements from the Uber’s external marketing mix in
delivering superior value to customers and make suitable recommendation for this element
People
One of the elements of external marketing mix is people. People are divided into different
categories which include customers, shareholders, workers and security agencies. For instance,
customers are the most important aspect of the company. This is because customers consume the
services which are offered by the company. The continued consumption of the services increases
the profit made by the company each year. The company must take care of its customers to make
sure they remain loyal to the company. Another subsection of people is the shareholders which
provide economic support to the company. The company requires some money to run its daily
activities inside and outside the company. The equipments, spareparts, cars, land and other assets
are bought using the money raised by the shareholders. The workers operate daily activities in
the company and make sure the company makes enough profit through the services sold to the
customers. Security agencies will provide security to both the customers and the workers who

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operate Uber. Security is another important aspect of the business which should not be ignored at
any time.

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Khan, Muhammad Tariq. "The concept of'marketing mix'and its elements (a conceptual review
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