Analysis of Uber's Marketing Communication Components and Strategies

This report provides an analysis of Uber's marketing communication strategies. It begins with an introduction to marketing communication and its importance for businesses, followed by an overview of Uber as a ride-sharing company. The report examines Uber's business context, including its services, global presence, and competitive strategies. It then delves into the buyer context, focusing on Uber's target market, customer preferences, and the importance of quality service and customer retention. The report references relevant academic sources to support its analysis. The report concludes by highlighting the key components of Uber's marketing communication, offering insights into how Uber communicates its message to achieve its business goals and objectives.

MARKETING
COMMUNICATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
Analysis of components that may affect marketing communication of Uber.................................1
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing communication plays an important role in every single organisations so that
benefits can be gained in order to promote products and services which is being offered by them.
It has been located that companies can use various marketing channels and tools in order to bring
goods and services that they are offering at marketplace (Belch and et. al., 2014). This element
helps a firm in communicating its message so that to attain its goals and objectives right on time.
Under this report firm which has been taken that is Uber which is a ride sharing company. It was
found in 2009 by Travis Kalanick and Garrett Camp. Firms headquarter is in San Francisco,
California, United Kingdom. Assignment is going to include analysis of business purpose, buyer
and etc. along with this, critical evaluation of communicating strategies that has been utilised by
Uber.
Analysis of components that may affect marketing communication of Uber
Business context: Uber is a leading online transportation company of the world which is
headquartered in San Francisco City of USA. This firm offers taxicab and vehicle services to
citizens by giving an online application to users where they can submit a trip on a desired
locations. It uses own software program to operate, develop and market the transportation
business in almost 66 countries and 547 cities of the world. This company provide Uber App
which is being used by citizens of nation that helps in sending request to drivers of Uber car who
are near to him/her. Along with this, they are rapidly analysing the environment considering all
the perspectives of consumers and plans strategies so that to gain competitive advantages at
marketplace. It is much needed for them to keep on locating areas and formulate designs of
strategies so that they can grab attention of customers in ample number (McGraw-Hill
Education.Castronovo and Huang, 2012).
Buyer context: Customers are essential for each and every kind of company as they
termed as end user of any products and services. In context of Uber, it is fundamental for them to
analyse their target market; therefore, they will be able to cater services to them accordingly.
Basically, they targeted youngsters for their administrations. As they know how to use
application of company for bookings. Buyer context of the company stated that they want a good
quality services which enable them and render a feeling of sense of relief. As per this, this
signify and provide a slogan by a company of family. As Uber caters quality administration with
appropriate amenities which should be define as buyer context of a company. To enhance
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customer base, they will provide some guidance to other individuals so that they will get
attracted towards them. In this manner, they will be able to increase their profits and market
share in an effective manner (Danaher and Rossiter, 2011). To retain clients for maximum time
span, some offers will be given to them as well. In addition to this, they have to resolve issues of
clients within limited duration' this helps to build their brand image.
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REFERENCES
Books and Journals
Belch, G. E. and et. al., 2014. Advertising: An integrated marketing communication perspective.
McGraw-Hill Education.Castronovo, C. and Huang, L., 2012. Social media in an alternative
marketing communication model. Journal of Marketing Development and
Competitiveness. 6(1). p.117.
Danaher, P. J. and Rossiter, J. R., 2011. Comparing perceptions of marketing communication
channels. European Journal of Marketing. 45(1/2). pp.6-42.
(Belch and et. al., 2014) (McGraw-Hill Education.Castronovo and Huang, 2012) (Danaher and
Rossiter, 2011)
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