Service Marketing: An Analysis of Uber's Marketing Mix Strategies

This report provides a comprehensive analysis of Uber's marketing mix, examining each of the 7Ps: product, price, place, promotion, people, process, and physical evidence. It delves into how Uber utilizes these elements to deliver its core service of passenger transportation, including the use of technology and the application. The analysis covers facilitating and supplementary services, as well as the intangible and perishable aspects of Uber's offerings. The report also explores the simultaneous and heterogeneous nature of Uber's services, and how the organization can achieve desired results in the service market. Furthermore, the report provides specific recommendations for each element of the marketing mix, suggesting strategies for product development, pricing, distribution, promotion, employee management, process improvement, and physical evidence to enhance Uber's market position and customer satisfaction. The analysis is supported by references to relevant academic sources.

SERVICE MARKETING

 Supplementary services are service related actions that surround within the
core services.
 The core service elements of Uber services is to support the passenger
mobility with effective design to carry passenger.
 Core elements of Uber transportation services allows the riders to contact
drivers by the use of application and reach the selected destination
(Becker, et al., 2015).
Elements of Uber services

 It offers flexibility on the requests and responsiveness according to the plan.
 Facilitating services of Uber includes the information, order taking, and
payment.
 Facilitating service elements of Uber includes the offering according to
situations and requirements.
 Supplementary service elements of Uber includes to add the enhance value
and ease of doing business with the organization.
 Supplementary services includes the offering of exceptions services to
customers according to the situation and requirements (Ngamvichaikit,
2017).
Elements of Uber services

 Intangible services of Uber displayed the prospect to have a view and make
the decision of buying services.
 Intangible service of Uber includes the recording of many amount of data
related to the travel that includes locations of pickup, drop off, travel times,
and variation on times.
 Perishability of Uber services includes the relevant sources processes and
system to assigned for delivery within the definite time period.
 Perishability services of Uber is operation which get demand from the
customer. The customers use application to detect the location of service
delivery (Villard, 2013).
Business services of Uber

 Simultaneous services of Uber allows to provide the effective facilities at
the similar time of consumption.
 Simultaneous services of Uber includes to deliver the good facilities to
consumers by gain the more option of marketing.
 Heterogeneity support the organization to establish the quality services with
standard.
 Heterogeneity services of Uber support the organization to provide the
excellence services with the responsibility to minimize the issues
(Kastalli, & Van Looy, 2013).
Business services of Uber

 Organization by the developed marketing mix will achieve desired result in
the service market.
 Developed strategies will allow the organization to address many aspects of
elements and achieve broad marketing strategy (Dudovskiy, 2018).
 Product
 Organization sells its products with many varieties that allows to
differentiate many features that offered to customers compared to
competitors.
 Customers with effective and quality services of Uber are willing to pay
the high prices for services (Oliva, Gebauer, & Brann, 2012).
Uber marketing mix strategy

 Organization has the services to sells product which are famous for the
traditional design.
 Price
 Organization follows a competitive pricing strategy as data of competitors
is available and exists in the industry.
 Organization takes costs within the consideration to set price of services as
includes delivery cost for the services.
 It has fixed final values of services. Retailers, channel member and
wholesalers purchase product at the low cost and receive margins.
 Place
 Organization deals within the services by marketing channels. It sells
services to customers by online website (Pratap, 2019).
Uber marketing mix strategy

 Uber follows a distribution system of Omni-channels that integrate offline and
online outlets to allow consumers easy access to services.
 This organization has developed the good relationship with suppliers that
allows to invent and present new sorts on its services.
 Promotion
 Organization uses many channels of media to promote its services.
 Promotion support the organization to reach the wider range of customers and
promote the selling by the determination of promotions budget.
 People
 This organization has the employees that works within the sales team and play
an important role within the marketing efforts. These individuals are trained
within the persuasive technologies and show respect to the business customers
and take considerations within its preferences (Witell, & Löfgren, 2013).
Uber marketing mix strategy

 Employees within the Uber works in retail outlet to support customers by
answering and support to decide the services that suits to their
requirements.
 Process
 Organization makes its services available to outlets that support to
understand and notify the low inventory level.
 This organization has the process of online delivery that support to
understand the customers requirements by going through feedback.
 Physical evidence
 Organization provides services that are user friendly and allow to view
services high quality images through many angles.
 Organization sells product within the distinct color packaging. It support
the organization to make things easier for consumers to locate shelves
within the busy retail outlets (Morris, Shirokova, & Shatalov,
2013).
Uber marketing mix strategy

 Recommendations regarding product strategy
 Organization should introduced new goods which are in line through latest
trend within market.
 Organization should test new products within market to present broader
portfolio of product lines that fills requirements of customers.
 Recommendations regarding pricing strategy
 It should present new services with the price penetration approach that will
support to offer the initial lower price compare to competitors and gain
share of market.
 Organization should introduce the allowances and discounts to lower the
prices for short time period and attract the large share of market
(Kindström, Kowalkowski, & Sandberg, 2013).
Recommendations

 Recommendations regarding place strategy
 Organization should focus on to improve the online website that become
more easier to use and user friendly.
 Organization should open the Uber operated retail outlets that offer the all
products which save the cost for the organization as a margins of
wholesaler and retailer that not exists.
 Recommendations regarding promotion strategy
 Organization should initiate with the advertising campaign to provide the
consistent message to customers within the all platforms of media.
 Organization required to make the posts of social media relevant to target
customers.
 Recommendations regarding people strategy
 Organization should hire employees that present respect to consumers and
dedicated to organization (Leonidou, Katsikeas, & Morgan,
2013).
Recommendations

 The organization should provide the training to its sales force, purchasing people
and consumer services as have an important role to deliver the valued services to
customers.
 Recommendations regarding process strategy
 Organization should use the computer across the business to handle many
process and process and increase the timely delivery and efficiency to
customers.
 Organization should look for behaviors to improve and innovation process
regarding cost and efficiency. Savings of cost will lead to lower the values of
products.
 Recommendations regarding physical evidence
 Organization should gathered feedback to improve the services more effectively.
 Organization should establish its outlets to deliver the friendly environment to
shopper and encourage customers to buy products.
Recommendations