Uber's Success: A Report on Marketing, Sales, and Negotiation Skills

This report provides an analysis of Uber's marketing, sales, and negotiation skills, employing tools such as PESTLE and SWOT analysis to evaluate the company's strategies. It examines political, economic, social, technological, legal, and environmental factors impacting Uber's operations. The SWOT analysis identifies Uber's strengths, weaknesses, opportunities, and threats. Additionally, the report delves into Uber's marketing mix, evaluating the effectiveness of its product, pricing, promotion, and place strategies. The report concludes with recommendations for improving Uber's marketing tactics, such as enhancing taxi selection, adopting moderate pricing policies, and expanding its business in various countries. The reflection highlights the importance of negotiation skills and communication in resolving issues.

Marketing, Sales and
Negotiation skills

Contents
INTRODUCTION..........................................................................................................................................3
MAIN BODY..................................................................................................................................................3
REFLECTION..................................................................................................................................................9
CONCLUSION.............................................................................................................................................10
REFERENCES.............................................................................................................................................10

INTRODUCTION
The term marketing refers to the activities and tasks that are opted by various business and the
organisation so as to promote the selling of the goods and services. Marketing is considered as an important
term which involves various activities such as advertising, selling and delivering of the products and services
to the customers. Marketing uses various techniques such as, the uses of marketing mix and other strategies
and tactics which can be beneficial for the company to promote their product in the targeted market. The
term marketing is commonly used to attract the customers, incorporating the knowledge which is gained by
the understanding of the management and concept of exchange of relationships. This report will be based on
the company UBER which operates as a technology platform for people which provides transportation
services to the people (Ahrholdt Greve and Hopf 2019). The company operates through various segments
such as rides, eats, freight and other Bets and ATG programs. The Uber services connect people with rides
drivers who provides various rides in a variety of vehicles such as cars, auto rickshaws, bikes etc. The Uber
bridges the gap between where the customers are at present and where they want to reach. (Deges 2018).
MAIN BODY
The company UBER is growing nowadays as it is being chosen by various customers and people so as to
avail the good services and to reach at their destination too. The company's achieving the success rate at a
good speed as it is considered by many people all around the world. Uber Company allows the customers to
book a car or other transport vehicle so that they can reach at their drop point (Hüttner 2018). The term
Pestle analysis is a term which is used to evaluate various external forces which can affect the company
directly and indirectly. The Pestle is opted by various large companies so that they can analyze the various
factors which can be a threat or an opportunity to the company so that they can prepare accordingly. Uber is
a well reputed company which is used in a wide range in various countries. The pestle analysis can be
helpful to be aware about different forces and factors which can affect the activities and operations of the
business in many ways. Given below is the Pestle analysis of Uber.
 Political factors
The political factors are referred as the most important factor of the analysis. These factors are related with
various things such as, inflation, changes in pricing policies, rise in the price of a commodity and
government influence etc. The Uber company should consider the political factors so that it can maintain a

well reputed position in the market. The company should be aware of the safety and regulations of driving
and must follow all the legal norms so that it can be effective and efficient in the long run.
 Economic factors
The Uber company woks in a sharing economy. This means that the economy is based on the sharing of
physical and intellectual resources. Uber hires the drivers so that they can drop the customers at their
location. The Uber is sometimes cheaper than taxis and easier to schedule the appointment. Various countries
have restricted and banned the services due to Uber having various unfair competition and situation against
the regular taxis (Jahnke 2018). The company is growing at a great extent as it has various advantages and
economic potential in the market.
 Social factors
The term social factors are referred as an important factor in the pestle analysis as they are related with the
interaction of customers and various people from different segments. The Uber is promoting the social factor
as the customers loves to enjoy their rides and they can share theory experience on the social media and
various other platforms by which they can communicate with different people regarding their questions and
queries which can help them to be more engaged and effective.
 Technological factors
The technology is considered as a relevant term as it is growing nowadays at a fast phase, The technological
terms have opted various upgraded versions of software as people are being techno-friendly. The Uber
company is using the advanced use of technology as it is booked through the smartphones and the location is
also provided through the map in the phones. The technology plays an important role in every sector, so as to
stay effective and efficient (Kaufmann 2021).
 Legal factors
The term legal factors are related with the rules and regulations which should be considered by the company
so as to stay well reputed in the long run. Uber has also faced criticism, bans and other restrictions in the
location worldwide. The company must follow the technical use of laws, copyright laws, labour and other
employee safety rules.
 Environmental factors
Environmental factors are related with the surroundings and atmosphere in which the people live and the
business and an organisation operates. The companies should be aware of the environmental values and they
must be concerned for the environment so as to promote it in a healthy way. The Uber should follow the

various effective and efficient polices which can help them to increase the awareness regarding the good
environment. Uber should make sure that the cars and other vehicles are not generating pollution, they must
contribute to the factors which can help the environment in the best possible way, so as to increase the
sustainability.
SWOT ANALYSIS
Strength
 It is a well recognised brand
 It has a high standard of services, drivers and
cars.
 It has an unlimited fleet of vehicles.
Weakness
 The idea is easily imitated as there is a large
competition in this field.
 Uber and its customers have no bonding,
Incentive is also low.
 Privacy concerns are also presented in Uber.
Opportunity
 The customers are dissatisfied with the
traditional cab companies due to the high
prices and long waiting of time.
 It can grow in the markets in various areas
where Taxi services are not available.
Threat
 Drivers Are not happy with the Low- profit
margins
 There are problems with local authorities
which can lead to fines.
 The various business of Zoom cars and their
availability can also be a threat to the Uber.
MARKETING MIX

The term marketing mix is considered as an important part of the marketing concept. Marketing mx is the set
of various strategies and tactics which can be helpful for the business and the organisation to promote the
business in an effective way(Mittelstaedt 2020 ). The marketing mix is an important component which can
be beneficial for the business so as to make their customers aware about their products and services.
Marketing mix consists of various activities and components which can provide various advantages to the
business and the organisation. Given below is the marketing mix of Uber company.
Suggested Marketing Mix Discussion Table
Marketing Tactical Tools Current Strategy (based on each P) applied by your chosen
organisation (add some related theories/concepts to underpin
your understanding when needed)
Your evaluation/argument
on the effectiveness of each
marketing tool currently
applied by your chosen
organisation
Product The Uber provides the various options to ride on taxis which can
be booked using the mobile. The uber has made the
transportation easy and convenient for the customers. The Uber
has variety of services such as, uber moto, Uber go, Uber pool
etc. which are referred as the service line and main base of the
company.
The products of the Uber
are quite effective and
efficient in providing the
best of its services to its
customers.
Price The Uber provides people with the access of various
transportation facilities so that they can reach at their destination,
The pricing policy plays n important role as it is considered as
the min part of the every marketing activity. The Uber has
favourable pricing policies fir its customers.
The Price of the company
is quite high.

Promotion The Uber follows a very different marketing activity pattern and
strategies as it promotes various offers and schemes and themes
so that they can enjoy and make their customers engaged with the
business. The Uber is a well known company which is providing
the transporting facilities, It needs a good promotional activity so
that it can stay effective and efficient in the long run(Moser and
Brandmayr 2020). Uber is also providing the quality experience
to its customers so that they can build a sense of trust with the
customers.
The promotional tools and
activities used by the
company is effective and
beneficial in encouraging
the sales of the company.
Place Uber is expanding quite well in various areas around the globe,
It is also maintaining a good position in various countries so that
it can grow in the long run along with the success. The term
place an important role in the marketing mix as it is referred as
the geographical area and location in which the product and the
service is supplied. Uber has also expanded in Paris where the
company is gaining the international experience so that it can
gain various advantages and other factors which can be beneficial
for the company.
The place chosen for the
companies are favourable
and can boost up the
company's growth.
People The term people, is considered as the most important part of the
marketing mix. Uber has generated various employment
opportunities for the satellite and customer support and it also
provided a large variety of jobs to the drivers. Uber main aim is
to provide the best of its service to its customers having an
effective workforce of about 12000 workers.
The people are benefited by
the service provided by the
company in a different
manner.

Process The process of hiring the Uber is quite easy and simple, it can be
managed and selected with the smartphones and internet
conne4ctuion. The process of uber is quite effective in selecting
the Taxi to reach the destination along with the location
(Springer Fachmedien Wiesbaden 2018).. The riders can also pay
through the mobile app and other apps which can be used to pay
through the phones. The entire process of hiring the Uber is
effective and efficient. It also helps in reducing the problems and
issues which can be there in the hiring of traditional taxis which
can also fix the high prices from its customers.
Easy and convenient
procedure.
Physical evidence The main headquarters of uber are located in the San Francisco
and also the key locations like new york and Manhattan. The
networking nature does not allow the company to have many
offices as most of its business are carried out through online app
and official website. The physical evidence of the company is its
drivers and their taxis.
Uber should Hire drivers
based on the more
comprehensive patterns.
Suggested Marketing Mix Recommendations Table (adding this table under the Conclusion and
Recommendation Heading)
Marketing Tactical Tools Recommendations to each P
Product Uber should improve its Taxi selection.
Price Uber should choose the moderate pricing policies.
Promotion Uber should also promote its services through digital marketing.

Place Uber should also expand its business in various other countries.
People It should connect more effectively with the people.
Process The company can develop its process in a better way.
Physical evidence The company should expand their headquarters and look forward the
new locations.
REFLECTION
The term negotiation is referred as the various strategic discussions which can resolve the issue and
misunderstandings in a way so that both the parties can find it acceptable and to agree upon. According to
me, I do have good personal selling skills and convincing powers so that I can make my point clear and m,y
requirements understandable. The good communication are also the important skills which are required in
the process of negotiation. I am very good at communicating, which can help me to present a clear point of
view related to certain things. Uber uses various sales techniques such as coupons and discounts along with
vouchers to attract the large variety of customers and their negotiation skills are excellent.
CONCLUSION
The above report went into detail with various topics such as, Marketing and opting of various strategies
through Uber which is a well-known company which provides various transportation facilities to the

customers including the pestle and swot analysis so as to evaluate the internal and external factors.
Furthermore, the 7Ps of marketing were also discussed along with the description of negotiation skills so as
to make it more clear and understandable.
REFERENCES
Ahrholdt, D., Greve, G. and Hopf, G., 2019. Online-marketing-intelligence. Springer Books.
Deges, F., 2018. Quick guide influencer marketing. Springer Fachmedien Wiesbaden.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter GmbH &
Co KG.
Jahnke, M., 2018. Influencer marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Kaufmann, T., 2021. Swot. In Strategiewerkzeuge aus der Praxis (pp. 289-293). Springer Gabler, Berlin,
Heidelberg.
Mittelstaedt, M., 2020. Marketing Management: Alles, was Sie über die Grundlagen des Marketing wissen
müssen. epubli.
Moser, C. and Brandmayr, F., 2020. Transformationsportfolio-Management. In Benutzerzentrierte
Unternehmensarchitekturen (pp. 59-89). Springer Vieweg, Wiesbaden.
Springer Fachmedien Wiesbaden, 2018. Ich gehe davon aus, dass Influencer-Marketing sich im Online-
Marketing-Mix fest etablieren wird. Wirtschaftsinformatik & Management, 10, pp.38-41.