Analysis of Uber's Marketing Mix: Strategies and Recommendations

This report provides a comprehensive analysis of Uber's marketing mix, examining its product, place, price, and promotion strategies. It delves into the challenges Uber faces, such as competition and legal issues, and evaluates the impact of these elements on the company's marketing approach. The report highlights Uber's various services like Uber-moto, Uber-Go, and Uber Pool, and assesses its pricing strategies, promotional activities, and geographical reach. Furthermore, it explores the 'people,' 'process,' and 'physical evidence' aspects of Uber's business model. The report concludes with recommendations for Uber, including expanding services, adhering to legal provisions, and effectively targeting its customer base, offering insights into how Uber can enhance its business functionalities and maintain a competitive edge in the global market.

UBER

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
P1. ...............................................................................................................................................3
P2. ...............................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Uber is a mobile “app”, that enables its user to utilisation of mobile app and its official
website through which customer can book personal car and bikes on rent. The assignment
defines about several types of alternative challenges being faced by organisation in industry. The
study implies about marketing mix of the organisation and three elements of marketing mix
which can influences upon marketing strategy of the firm.
MAIN BODY
P1.
Uber is a mobile “a
Uber is a mobile “app” which enables customer with smartphone to propose trip
pursuance. Uber likes to describe itself as a marketplace (Armstrong, Kotler, Harker and
Brennan, 2015). Uber's employment and mobile app formally launching in San Francisco in
2011 which is an American Multinational online transferral network organisation. Currently, the
company is facing varied issues and challenges in industry for operating its business
functionalities. With the help of evaluation of Uber's current marketing mix, its professionals
will be able to better understand current issues and problems which are faced by organisation.
MARKETING MIX OF UBER COMPANY:
Product: Uber enables its customers to the option by which taxi services can be booked
using mobile apps and its official website. Some of the varied facilities are being furnished by
Uber to its customers which are as follows:
Uber-moto: The moto services allows its customer to book bike for rides online and roam
around city at the cheapest prices (Bolotaeva and Cata, 2010).
Uber-Go: This is the most usable service provided by company to book customer's own
car for travelling from one place to some other by accession from Wi-Fi.
Uber pool: It is a car-pooling facility that leads to travel with other travellers going in the
same direction as customers need to go. These services are provided by company at a cheaper
rate. Uber is a mobile “app”, which allows customers with smartphones to subject journey
pursuance. and direction as customer need to go. This services provided by the company at
cheaper rate.

So Uber is currently offering various types of Online travelling products which is
effectively generating revenue for the business.
Place:The company was founded in the United State of America in 2009 and since 2012,
they have launched to started their international facilities towards car booking. Currently, Uber
operating its business functionalities in 83 nations and across 674 cities (Gordon, 2012). The
company is targeting the place people need most to use of Taxi services at lesser time. Within
five countries where the brand is actively delivering its existing services which is US, Brazil,
Mexico and India. The company has established its headquarter in San Francisco and providing
wide range of business functionalities in sufficient manner. Moreover, the firm is currently
facing wide range of issues in its operation in some countries which does not allow it to
provision of its services.
Price: The pricing strategy of Uber is to provision of online taxi booking services at easy
availability with affordable prices by each consumers (Lee and Carter, 2011). However, firm is
also offering economic and premium options presented on current demand into marketplace.
Prices strategy for its varied of products are cheaper than other companies in industry. In some
cities prices are not available upfront. In such case prices is being charged as per minimum fare
and based upon its trip's time and distance.
Promotion: Varied types of promotional exercises are being utilised by its marketing
managers in order to boost up its brand equity within several country's marketplace (Singh,
2012). The brand has created its name at top online taxi service provision companies. However,
it is actively promoting its facilities on social media too. Facebook account of brand is one of the
best tools for having promotional activities effectively.
Recommendations:
From the analysis. It has recommended that, the company has created themselves at biggest
brand in online taxi and other travelling services provision trade name, so it makes easy to
implementation of its new projection in order to enhancing its business functionalities in other
sector.
Currently Uber brand possessing the top level in worldwide marketplace, so Uber has begun to
expand their services into food delivery services such as UnberFRESH and UnberEATS and
several other transportation facilities. The firm require to formation of new mobile application
for it, through which consumer can easily access their orders on the way.

Apart from this, it is recommended that company needs to consider all legal provisions of
UK and several other countries in which they are currently operating. It allows the firm to deliver
its taxi services in an effective way.
Uber need to proper targeting and position of their products and services as per innovative
strategy which they can enhance customer base in marketplace. Variety of other transportation
services can be adopted by organisation to expand its business criteria in industry.
These activities can be executed by its marketing professionals in order to achieving its
marketing objectives
P2.
Besides from above three elements of marketing mix are as follows:s
People: People are the most vital factor for Uber from which they get better response
from its existing products. Uber treats its driver an independent contractor. The business is
furnishing its services 24 hours a day; 7 days per week to response to questions that riders may
have. Its professionals require targeting most of the urban areas to offer its services numberous
marketplace.
Process: Individual and household can travel a rider’s route, and riders can use the
app to send a text message to a recipient which contains a link to their trip. Before
the Uber driver arrives, the rider can see the drivers name, photo, car make and
model, and license plate number, so they know they’re hopping in the right car
(Luan and Sudhir, 2010).
Physical evidence: Its professionals also required to provision of physical evidence
within its new offering travelling facilities and voucher upon its customer can trust easily.
Recommendations:
 Uber need to target its customers according their proper segmentation, so can effectively
access the demand and necessity of its consumers.
 In order to boosting its reputation, its marketing professionals utilise to provision of
physical evidences to its customers by which they can trust upon its services efficiently.
 In UK, the business also need to consider all legal provision within its operational
functionalities in respect to development its business criteria more and delivering safer
travelling services.

CONCLUSION
From the investigation, it is concluded that, numbers of issues currently facing by the
company and it needs to implementation of several types of challenges, so they need to consider
legal provision and innovation to expand its business criteria into new segmentation.

REFERENCES
Books and Journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Bolotaeva, V. and Cata, T., 2010. Marketing opportunities with social networks. Journal of
Internet Social Networking and Virtual Communities. 2010. pp. 1-8.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal. AMJ. 20. 2. pp. 122-126.
Lee, K. and Carter, S., 2011. Global marketing management. Strategic Direction, 27(1).
Luan, Y. J. and Sudhir, K., 2010. Forecasting marketing-mix responsiveness for new products.
Journal of Marketing Research. 47. 3. pp. 444-457.
Singh, M., 2012. Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business
and Management. 3. 6. pp. 40-45.