Marketing Plan: Uber Technology Inc. - Broward College

This comprehensive marketing plan analyzes Uber Technology Inc.'s strategies, financials, and controls. The plan includes a detailed examination of Uber's product and service offerings, organizational structure, and the benefits it provides to customers. A thorough situation analysis, encompassing market summaries, SWOT analysis, and competitive landscapes, is presented. The marketing strategy outlines Uber's mission, objectives, target markets, and positioning, along with a marketing program and research component. The financials section includes break-even, sales, and expense forecasts, while the controls section covers implementation and contingency planning. The plan also addresses product-service identification, a brief company description, and the organizational structure. The project showcases Uber's approach to attracting drivers, retaining customers, and adapting to market changes.

Running head: UBER MARKETING PLAN
Assignment B: Marketing Plan Final Project
Name of the student:
Name of the university:
Author note:

1UBER MARKETING PLAN
Executive summary
This report is aimed at constructing a marketing plan for Uber Technology Inc. This report is
divided into two separate parts such as the ‘Marketing Plan’ and ‘Financials and Controls of the
Marketing Plan’. The findings of the marketing plan section suggest that Uber is in good shapes
to take innovative moves and execute related actions. Uber as found in the study does many
things to attract new drivers and retain the as well. Among these activities, attractive joining
bonus and higher incentives are its efficient strategies. Customers have variety of options to
choose from, so that, every ride fits into their pocket. However, it does not enjoy a presence in
rural areas. This could be full of opportunities for the company if Uber has plans to enter the
rural areas and take the opportunities to its advantage. However, Uber needs to strike a balance
between its economic benefits and social responsibilities. Surge pricing is beneficial for drivers
and the company; however, not so to the customer. Some occasional benefits such as friend
referral schemes and promo coupons need to happen more frequently. The findings of financials
and controls suggest that Uber can increase its income if marketing activities are regularly
monitored and revised as per the marketing evaluation outcomes. By actively sticking around the
contingency plans like the one recommended in this study can be beneficial in countering
potential risks.

2UBER MARKETING PLAN
Table of Contents
PART THREE (Part III): Financials and Controls of the Market Plan...........................................4
4. Financials.................................................................................................................................4
4.1 Break-Even Analysis.........................................................................................................4
4.2 Sales Forecast....................................................................................................................4
4.3 Expense Forecast...............................................................................................................4
5. Controls....................................................................................................................................4
5.1 Implementation..................................................................................................................5
5.2 Contingency Planning........................................................................................................6
PART FOUR (Part IV): Uber Marketing Plan................................................................................7
1. Product-service identification..................................................................................................7
1.1 Brief description of the company..................................................................................8
1.2 Organization structure.......................................................................................................8
1.3 The product being offered and the benefits.....................................................................10
2. Situation analysis...................................................................................................................10
2.1 Market summary..............................................................................................................11
2.2 SWOT analysis................................................................................................................11
2.3 Direct and indirect competition.......................................................................................13
3. Marketing strategy.................................................................................................................13
3.1 Mission............................................................................................................................14

3UBER MARKETING PLAN
3.2 Marketing objectives.......................................................................................................14
3.3 Financial objectives.........................................................................................................15
3.4 Target markets.................................................................................................................15
3.5 Positioning.......................................................................................................................15
3.6 Marketing program..........................................................................................................16
3.7 Marketing research..........................................................................................................17
References......................................................................................................................................18
Appendices....................................................................................................................................21
Appendix 1: Break-Even Analysis............................................................................................21
Appendix 2: Sales Forecast.......................................................................................................28
Appendix 3: Expense Forecast..................................................................................................30

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PART THREE (Part III): Financials and Controls of the Market Plan
4. Financials
This section will conduct few financial activities for Uber. These are ‘Break-Even
Analysis’, ‘Sales Forecast’ and ‘Expense Forecast’. The overall goal of this section is to identify
whether Uber will be more profitable in the future than comparison to the last year.
4.1 Break-Even Analysis
The analysis as provided in (Appendix 1) indicates that the next one year will be
profitable for Uber. The profits will fall down though in a year after; however, will still be
profitable for the company. The third year as shown in the analysis will be highly profitable for
Uber.
4.2 Sales Forecast
The sales forecast analysis as provided in (Appendix 2) shows that total revenue for the
1st year would stood at $73,950.00. The revenue will increase in respective years thereafter. The
conclusion was made based on assumptions were made for price per kilometer and average
number of customers.
4.3 Expense Forecast
The expense forecast analysis as shown in (Appendix 3) indicates that total costs will
increase with each passing year.
5. Controls

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‘Controls’ means having techniques to monitor and assess the progress of the marketing
plan. If short-term outcomes have not turned out as expected, this would mean two things like
ineffective execution of marketing plans or lack of good plans. By having techniques to clearly
differentiate between these two causes of short-term failures, Uber can control the marketing
activities as per its desires. This section will discuss ways to implement the marketing plan, so
that, marketing and financial assumptions with the plan are largely attained. ‘Controls’ can be
facilitated by doing close monitoring of customer satisfaction, driver satisfaction, brand
awareness, etc. With this any required alteration to the existing plan can be made. Market trends
and consumer behaviour can be unpredictable sometimes. This is when contingency plans can be
useful in counteracting these changes (Netland, 2016).
5.1 Implementation
Social medial sites such as Facebook, Twitter and Instagram will be used for posting new
promotional offers, change in service plans, added benefits and so forth (Serrat, 2017). Uber can
collaborate with corporate companies to offer their employees discounted rates regularly with
terms and conditions applied to it. Discounts thus offered should make sense and give
incomparable benefits. For the backend team, they should keep a check of tasks allocation, so
that, any concern raised is sent to the concerned department. Salespeople should be given
incentives on overshooting the target. This would encourage them to work hard and whole
heartedly towards the aligned organizational goals.
Work audit should happen on a weekly basis or as required. This would help to monitor
the work progress. Also, this also communicate the problem areas, which can be a technology
failure or an ineffective work contribution from one or few employees. There will be needs to
drive an organizational culture where corporate citizenship is positive towards any strategic

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decision and that employees are highly moralized to give their contribution to the plan (Crane et
al., 2019). Short-term results should be communicated to give feedback to average performers
and celebrate the success to ensure that all could realize the importance of new actions.
5.2 Contingency Planning
A contingency plan will have few assumptions with the marketing plan failing which
there will be counter actions to resolve it. Below is a mention of contingency plans for this new
marketing plan of Uber:
Scenario Trigger Response Who to inform? Timeline
Joining of
new drivers
has crossed
the
expected
figure
The
number of
new drivers
has crossed
certain set
figures for
new joining
Reduce the
amount of
joining
bonus as
well as
increase the
trip count to
earn the
same
incentive
percentage
1. Head of department
(HOD) will oversee the
entire situation
2. Team manager will still
show the positive sides
of the revised benefits
3. Drivers should adapt to
the revised benefits as
they will get more other
benefits by being with
Uber
As soon as
possible (asap)
Existing
drivers are
switching to
rival
The count
for drivers
is falling
Offer new
and
incomparable
benefits to
1. HOD will handle the
situation
2. Team managers will
communicate to drivers
Asap

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companies down give drivers
reasons to
stay loyal to
Uber
regarding new offers
and benefits
3. Drivers should look to
grab new opportunities
that are seldom
available on other
platform
Table 1: Contingency Plan for Business Continuity for Uber
PART FOUR (Part IV): Uber Marketing Plan
1. Product-service identification
This section will identify the product and service offered by Uber Technology Inc. This
discussion will give a broad understanding of the reason that acted for Uber to aim the specific
service and product area. Moreover, this will prove helpful in dealing with the other parts of the
study.
It is always good to get a ride service that is hassle free and ask to invest less on it. Uber
Technology Inc. as a company successfully addressed this customer need by offering a largely
affordable and hugely accessible app-based cab booking service. Uber thought of becoming one
of the leading car ride providers using just a simple mobile-based application to serve its target
market. The vision was to help people commute from a destination point to another promptly; by
just tapping into their user-friendly computer application for a pickup service. Uber experiments
with new ideas to offer better service as well as differentiate its services. Their services scale

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from just few to many. As a result, customer now have access to shared rides, rental rides and
much more. It also now offers food services. Uber is trying to maintain its reputation of a brand
that entertain and benefits its target customer with range of services. Apart from ride services,
Uber also offers food service by partnering with the various restaurants around and operated as
the ‘Uber Eats’ brand (da Silva Monty, 2018). A brief explanation of product and service such as
these indicate that Uber is very good at offering diversified and affordable service.
1.1 Brief description of the company
Uber’s advancement in technology impacted the way customer and passengers can
interact with its improved, innovative software, which allows passengers to know who is picking
them up including the vehicle type and exact time of arrival. Uber also partner with the
community offering entrepreneurship job opportunities as an independent contractor using their
motor vehicle for Uber hail riding services. The magnitude of consumer relationship with Uber
technology brands has expanded their transportation business to over 700 cities locally, and over
70 international countries are globally generating increase sales revenue for the company
(Uber.com, 2020).
1.2 Organization structure
The tradition of Uber Technology Inc is a structure led by the hierarchical system of
management with Dara Khosrowshahi, the Chief Executive Officer, overseeing the senior vice
presidents of Business, Engineering Leadership and Strategy (Research-Methodology, 2020).
Due to the lack of leadership skills in the ex-CEO of the company, Travis Kalanick, Uber has
faced many scandals. It includes bullying, sexual harassment, workplace discrimination, etc.
Kalanick has proved incapable in controlling such issues. Consequently, Kalanick resigned from

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the CEO position. The new CEO, Dara Khosrowshahi, brought some changes to the
organisational structure of Uber.
Fig 1: Organisational Structure
(Source: Research-Methodology, 2020)
The above is a view of the current Uber’s organisational structure. Research shows that
this structure could change in coming years. The changes to take place could be on a medium-
term basis. The structure could no longer exist as it has proved a failure in terms of controlling
few organisational issues like poor organizational culture and demoralized workforce. Good
thing is that Dara Khosrowshahi is a leader who believe more in driving a collaborative work
culture. Indeed, a change in structure could be beneficial considering the problems faced in the
past and the scale of operation that Uber enjoys globally. The research of Oliveri, Lawless &
Molloy (2017) shows that a collaborative workforce will have faster solution to a problem,

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increased creativity towards problem solving and innovation, better insight of multi-departmental
works. Indeed, it is a poor synchronization between people of different departments that affect
the analysis of a case and lead to form a more subjective organisational culture.
1.3 The product being offered and the benefits
Uber’s marketing strategy goes beyond a simple passenger pickup or drops off. Their
product and services involve a new range of customer-centered scheme with the launch of Uber
Eats. It is where people can enjoy on-demand restaurant food delivery using the Uber App. Also,
Uber Health partnered with professional healthcare providers, which can help plan ride for their
patients. They also launch the freight to connect and help ease the hassle of trucking companies.
The seniors can enjoy the benefits of continuous meals delivery service offered by providing free
raid to volunteers and the Meals on Wheels American Organization (Li, 2020).
2. Situation analysis
Uber’s continuous quest to target customer perception and develop a market niche is its
main projected brand and its organization goal (Rogoll, p. 65). Uber launched other products and
services to help the deaf and the hearing impaired; improve their day to day life with the
technology application that focuses on their needs. The company’s expectation in regards to
existing level is a benchmark of added public relations to value of the company, and their
potential customers in the continuation of increasing service performance to strive for higher
future revenue margins.

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2.1 Market summary
Uber’s brand had sustained growth very quickly in terms of revenue and profit when
comparing its success to other competitors. The company’s strategy and growth emphasizing the
commitment to customer loyalty, with leaderships working together in support of the company’s
overall goals and needs (Wirtz & Tang, 2016). Prioritizing the brand marketing mix to achieve
excellent service for the future will continue to give the company a competitive edge and what
the brand stands for. As a leading transportation giant in the technology service industry with a
portfolio of services which helps target their application user this in enhance allow easy and
direct connect to Uber drives a marketing projection that shows how the company marketing
strategy is moving forward in growth income.
2.2 SWOT analysis
Strengths: Uber’s low ride fares and peer-to-peer cost-sharing service set them above their
competitors. In addition, the drivers are rated after each ride which helps track the quality of their
work performance. The cashless system is a unique form of payment which reduces the risks of
money being theft, and ensures the safety of both the driver and the customer. The fare payment
is made online through the Uber application in the smartphone. This cashless operation system
helps in passenger and driver interaction, builds trust and eliminates the hassle of a payment
negotiation during a ride (Cramer & Krueger, 2016). Uber gives affordable transportation
options. The ride services range in different parameters of price rate charging. A ride with a
sedan car will cost more than with a mini car. Uber tries to meet the price needs of its customer
through ample range of ride options (Cramer & Krueger, 2016).
Weakness: As the Uber drivers are the growing face to the company, any bad feedback between
customers in terms of driver behavior can tarnish the image of the company. As driver are