Case Study: Uber's Marketing Challenges and Opportunities

Desklib provides solved assignments and past papers to help students succeed.

MARKETING
PLAN
The Case Study of Uber

TABLE OF CONTENTS
 Overview of the plan (3)
 Company background (4-5)
 Objectives (6)
 Situational Analysis (7-12)
 Segmentation, targeting and
positioning (13-14)
 Budgets (15)
 Core Strategies (16-18)
 Reference List (19)
 Thank You (20)

OVERVIEW OF THE PLAN
 Uber within the United
Kingdom
 Establish itself in different
other cities of the country
 Penetrate into the suburban
areas
 Brief overview about the
company
 Portray the objectives
 Show the current situation of
the company
 Create strategies

COMPANY BACKGROUND
 Uber Technologies : American
multinational Transport
Company
 Services offered: Ride-sharing,
bicycle sharing, food delivery,
courier services and ride
services
 Formerly known: UberCab
 Founders: Garrett Camp and
Travis Kalanick
 Year: 2009
 Place: San Francisco, California

CONT
 Operations: 785 Metropolitan areas, 63 countries
 Revenue: $11.27 billion
 Net Income: $2.836 million
 Employees: 22263 employees
 Mission: “Provide the customers with the best
quality services and to bring transportation
services for every people, everywhere around
the world”
 Vision: “smarter transportation with the
integration of fewer cars and greater access,
making transportation cheaper, safer and
reliable and allows different drivers to have more
job opportunities and higher income”

OBJECTIVES
 To be the biggest taxi
network in the UK
 To increase the facilities of
the company to different
people, especially to
suburban areas
 To increase the sales of
the company and deal
with the competition

SITUATIONAL ANALYSIS
 Strengths:
 Good brand image
 Verified drivers and cars and
the quality of the service
 Large fleet of vehicles
 The responsibilities are also
less
 The company faces very less
competition
 Introduced cashless
payment system
 Flexible hours
 Prices of the products are
also low
 The valuation of the
company is extensive
SWOT analysis
Weaknesses:
The idea of the company is been
utilised and imitated by other
companies
The relationship between the drivers,
the employees and the company is
questionable and The company lacks
ethics
The loyalty of the company's driver is
low
The company do not maintain
strategies to create the bonding with
the customers
The earnings of the drivers are not
too much and the cost of operating
vehicles are high
The business model of the company is
unpredictable
The company faces privacy concerns
and the personal information it is not
too much secured with the company

CONT
Opportunities:
 The customers are dissatisfied with the
traditional cab services because of the high
prices and the amount of waiting time
 The company can move to emerging
markets like India and China and provide the
customers with convenient and inexpensive
service
 The company can move to sub urban areas
and use public transportation like auto
services for the customers
 The company can increase the valuation
and focus on gathering more investment
from the investors
 Cheap electric cars can be used
 Additional services like transport in children,
transporting pets and transporting older
people to the hospital can also be done

CONT
 Threats:
 Low profit margins is leading to bad publicity and is discouraging new drivers to
join the company
 Problems with the local authorities are resulting in bad public relations and fines
 The increase in competition will decrease the prices of the products and will
result in a loss of customers
 Frauds and scandals are also increasing and damaging the brand image
 Self-driving cars will eliminate the need for Uber

PESTLE ANALYSIS
Political
 Facing several controversies
 Company does not maintain apparent regulations
 An insurance lie
 Regulations related to the health and safety of the workers as well
as the safety of information of the customers
 Changes to the operations
 Industry rates have increased which decreased the profitability
 The government has increased the rates of taxes like goods and
service tax


CONT
 Economical
 The economical condition
of the country is increasing
 Decreased standard of
living
 Focus on reducing the
prices
 Dynamic pricing model
 Regulations related to the
competition
 Recession
 Equilibrium of demand and
supply
 Social
 Buying habits of the
people are continuously
changing
 good quality service at a
lower price
 Concerned with the
safety
 Customers are also
becoming aware of the
services
 Sharing economy has
been in the factor of
increased employment
 Faces extraordinary
competition

CONT
Technological
 Advancements in technology
 Introduce the latest technologies
 New technologies are costly
 Attract more customers
 Use of wireless charging, internet connectivity and security in
cryptography
Legal
 Legal compliance has become an important issue
 Large fines for the business
 Challenges for the legal authorities
 Government is trying to maintain business of the traditional taxi drivers
 Problems with the taxes
 Drivers were also fined because of driving without proper permits.
Environmental
 Sustainability
 Eco-friendly activities so that it can maintain the condition of the
environment.