Uber Driving Service Marketing Paper (Great English is a must!! No grammar errors!) (Paraphrase the paper attached) (Nothing more needs to be done, only

Uber Driving Service Marketing Paper (Great English is a must!! No grammar errors!)

(Paraphrase the paper attached)

(Nothing more needs to be done, only paraphrase the document)

(The document is attached,APA Format)

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APA Format
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Thank you for your support Running head:UBER
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Marketing Paper on Uber
[Your Name]
[Your University]
Public Health
July 16th, 2020
Marketing Paper on Uber
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Marketing Paper on Uber
Introduction
In today’s world, organizations and businesses have been influencing by marketing
similar to the changes that came with technology and society. Business growth relies on traits
which further the development of a company. Marketing is the key factor that identifies an
organization’s brand and set them apart from their competitor. Furthermore, it has an impact on
environmental changes. With increasing population in many places, transportation has become
more of a difficulty due to the high volume of traffic. The author has chosen Uber for her
marketing plan report. In this paper, the author will give a brief introduction about Uber, the key
environmental forces which created the organization’s opportunity and its purchasing pattern.
Furthermore, the author will conduct an environmental scan on the trends which influenced
Uber, the strategical differentiation they take to undertake its competitor and state a lesson
learned from the Geek Squad.
Company Description
The Uber driving service has revolutionized the taxi industry. Uber began in 2009 and
transformed the way consumers view private transportation. By launching the mobile app in
2010, Uber developed the way to use technology to change the taxi industry. The Uber app is the
key to Uber’s success. This app allowed you to choose where and when you get picked up,
where you want to get dropped off, customize the kind of car you want to ride in, and pay for the
ride all in the palm of your hand through the app. Going beyond the app itself, Uber is committed
to providing a great customer experience. This commitment to customer satisfaction has built a
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strong customer loyalty relationship with the consumers. Both the drivers, and corporate staff are
measured on their customer service qualities. Whether it be friendly riding experiences, or
responding to customer emails or issues, Uber employees go above and beyond for the needs of
their customers. Uber is also successful because of the rapid and relentless strategies for bringing
the product to the market. Uber is constantly entering new cities, acquiring new drivers, and
bringing in more customers faster than any other company could possibly keep up. Uber has
faced some class action lawsuits and government pressure because of this, but Uber continues to
overwhelm the local governments and keep the laws tilted in their favor. Uber’s perseverance,
customer service, and product are why they are so successful.
Uber Technologies Inc., was founded in March of 2009 by founders Travis Kalanick and
Garret Camp. Its headquarters is in San Francisco, CA. It is currently operating in over 500 cities
worldwide. According to www.uber.com, the idea came about when Travis and Garrett were in
Paris (2017). They had a hard time hailing a cab due to the busy city. From this experienced, the
idea of getting a ride from a simple tap on a button was born. It took the founders about a year to
roll out their plan and attempt to test their theory. Uber has grown in the last several years, and it
is estimated to have a value of over $60 billion in revenue. The corporation valuation has
continued to climb, and it has gotten the interest of more and more investors. Not only the
company provided rides, but they also have drivers, partners and have moved into other services
like food delivery and sports venue.
Uber Marketplace Situation
Today Uber operates in more than 600 cities spread across 65 countries worldwide. According to
financial information released by the company, Uber closed out 2018 with more than $10 billion
in revenue (Uber, 2019). However, Uber is still losing money in gross profit. This shows how
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committed Uber is to continuing to push the pace and keep investing in service and technology
developments which will revolutionize the transportation industry.
Uber has become the name icon in the transportation service. When people used
to always say taxi when requesting a ride, now Uber the name that first comes to mind, even in
locations that still do not yet have Uber. Thanks in part to Uber’s clever marketing, Uber has
disrupted the transportation market and is known around the world.
Uber Analysis
Strengths
Weaknesses
Low Prices
Public Backlash
Interaction with the customer
Dependency on workforce
Adaptive nature
Scandals
Dynamic Pricing
Largest ride sharing
Strong recognition
Opportunities
Threats
Digitalization
Retention of Customer and Employee
Driverless technology
Increased competitors
Performance & Accountability
Lawsuits
Logistics
Strengths
1. Largest Ride Sharing Technology: Uber has positioned itself as the largest ride-sharing
technology in the world. It was one of the first ride-sharing apps, operating across the globe. The
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transportation company had more than 40 million active monthly users in more than 760 cities
internationally in the year 2016. In 2018 that number is forecasted to be 100 million
2. Strong Brand Recognition: Uber has maintained a strong brand recognition in over 50
countries. It has already overtaken GM, Honda, and Ford regarding brand value framework.
With its incorporation of new technological features, it is predicted to enhance its services in the
next few years. Currently, Uber values at $72 billion (2018)
3. Dynamic Pricing Strategy: Uber has remained consistent in its dynamic pricing strategy. It’s
“Higher the Demand; Higher the Price” policy has proven to be beneficial to its drivers and
industry. Its drivers earn a substantial amount at night time and during bad weather and holiday
nights.
4. Adaptive Nature: The adaptive nature of Uber has great recognition across the globe. Its
International exposure has allowed it to blend and integrate among different nationalities and
cultures. It in turns has helped Uber to earn trust and reliability. It has received acclaim for its
smart marketing. For example, the company uses its social media accounts to get in touch with
customers. Through Facebook, Twitter, and Instagram Uber lets its customers know about deals,
promos, and any updates. Additionally, the company also addresses the complaints of its
customers through social media channels. These social media channels are great for customer
engagement and quick feedback.
5. Low Prices as Compared to Taxis and Other Commute apps: Uber offers low prices
as compared to traditional taxis. The biggest difference between taxis and Uber is that
Taxis charge per mile (while traveling) and per minute (when not traveling). On the other
hand, Uber charges per minute and per mile for both moving and idling. This pricing strategy
has proven to be beneficial for customers. Additionally, Uber is cheaper than Lyft and SideCar
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in 20 major U.S cities. However, other variables affect the final price of a ride. These include the
geographical location, distance traveled, surge pricing, cancellation fees, and other trip-specific
additions.
6. Customer to Driver Interaction: The business model of Uber is ideal for a customer to driver
interaction. Uber has created a rating system that helps customers rate their traveling experience
as well as the driver. This rating system helps identify the best drivers and monitors the
performance of the drivers.
Weaknesses
1. Multiple Scandals: Uber’s brand has received negative coverage over numerous scandals and
controversies. Cases such as sexual harassment and targeted attacks have defamed the company.
It came to the point that its co-founder Travis Kalanick had to resign. Public outcry over these
allegations resulted in #DeleteUber campaign where about 500K users deleted their accounts in
2017.
2. Dependency on the workforce: Uber’s heavy dependence on its workforce and internet has not
been advantageous for the company. The behavior of its drivers has been unpredictable and has
damaged the image of the company. Over 103 Uber drivers in the US were accused of sexual
harassment and abuse which paints a poor picture of the company culture.
3. Public Backlash: Uber faced a severe public backlash over its high pricing during Hurricane
Sandy. This forced the company to revise its policy.
Opportunities
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1. Accountability and Performance: Customers are no longer impressed by unorganized cab
services who have been over the market. This presents a lucrative opportunity for Uber. It can
improve by offering its services based on accountability and performance. By tracking the
performance of the drivers, the company can identify top performers. Additionally, the
company can address the numerous cases of sexual misconduct that have been reported against
many Uber drivers.
2. Utilize Digitalization: The world is becoming increasingly digital. More people prefer an
interconnected – network that is easily available on their smartphones. Uber should continue to
invest in services like Uber Eats and expand its customer base accordingly. There are countries
and places where Uber does not operate like China and Denmark. Uber can increase its
customer base by expanding its operations in these areas.
3. Logistics: Uber can also launch its own movers and packers for the public’s convenience, They
don’t have any shortage of resources after all.
Threats
1. Customer and Employee Retention: With competition on the rise, customer and employee
retention can prove to be a challenge for Uber. Any financial incentive from its competitor is
enough to steal its customer base and employees.
2. Lawsuits: About 300,000 Uber drivers filed lawsuits against the company over the company’s
minimum wage policy. These were settled out of court However, the cases were enough to
threaten and damage Uber’s public image.
3. Increasing Competitors: Competition from Lyft and other transportation services such as Ola in
India has significantly affected Uber.
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Competitor Analysis
Strengths
Weaknesses
Intuitive marketing approach
Legal Issues
Benefits for both sides
Market Cap
Opportunities
Threats
Subscription Service
Liability Issues
Places to expand to
Increased competitors
Lyft
Uber and Lyft’s brand narratives are for the most part very similar, they are both offering safe
and affordable travel whilst giving people the opportunity to earn extra money by using their
own vehicles. They communicate in much the same way, an emphasis on safety + empowerment,
paired with the reliability of new technologies. They do however differ in terms of their
individual brand identities and messaging.
Strengths
1.Removal of union and city contract issues that have plagued Uber. Drivers using personal cars
allow Lyft to circumvent this constant inhibitor to business growth
2.Intuitive and innovative marketing approach, including mustachioed cars (yes, Lyft cars have
giant mustaches on the front) and social rollout similar to the process utilized by Spotify, Google
Plus, and others in the past.
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3.Benefits not only for those who need rides, but also for those who can make extra money by
fulfilling the need for rides. (The essential component of service networking)
Weaknesses
1.Liability issues. Background checks/oversight of drivers still won’t answer concerns about
rider injuries, payment issues, safety issues, and reliability issues.
2.Legal issues remain. The network essentially turns drivers into gypsy cabs, which have been
maligned and pursued in major cities for years as illegal and threatening to unionized cabs and
services.
3.Market cap. Since money being paid for fares is going largely to drivers, Lyft’s profit on each
ride is currently limited.
Opportunities
1.Subscription services, or scheduled rides. By engaging users in subscribing to the service, or
committing to consistent rides over an extended period of time (daily, weekly, monthly), the
company can generate the type of consistent revenue that can allow the model to explode.
2.Plenty of places to expand. As Uber, Lyft’s major rival, has only expanded through the U.S.
and London, Lyft still has the opportunity to introduce its business model and services in
advance of competitors/alternatives.
3.Party buses, pickup trucks, etc. If Lyft can begin to differentiate the types of “rides” available,
consumer interest will grow as customers explore new options for Lyft.
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Threats
1.Competition from Uber, as well as other new ridesharing startups. Lyft must establish itself as
reliable and profitable in as large a market as possible before competitors encroach.
2.The liability issues, along with potentially destructive press from the wide array of situations
that can arise in the model, leave danger signs for Lyft’s future growth.
Ola Cabs
Ola Cabs is an application-based Transportation Company that was initiated in 2010 in Mumbai
as an online cab aggregator. Currently, with an extensive network that spreads across India,
Australia, New Zealand, UK (169 cities) and with over 100,000 cars, it is one of the fastestgrowing business. As a major competitor for Uber, Ola is famous for offering a diverse range of
cab services through its mobile application.
Strengths
Weaknesses
First Movers
No control over drivers
The Product Line
Fake Rides
Weak Support
Opportunities
Threats
Wide Market
Customer Satisfaction
Increased interest
Government Regulation
Strengths
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1. First Mover Advantage – Ola started back in 2010 and had the first mover advantage in
comparison to its competitors which started very late in the segment. Though other taxi
services were already there like Meru Ola targeted a new segment and is
currently targeting mass segment owing to the low prices it offers
2. Product Line – Ola offers a wide product line which starts from offering services using
bikes, auto, and different types of cars. It also offers different kind of services like local
commuting, outstation and rentals and share cabs. Thus it offers a complete package of
services to its users which fits different segments according to their usage. This has helped
Ola to become really popular in Indian market.
3. Technology – Ola makes use of state of the art technology with strong data analytics which
helps it to forecast the demand in any geographic region accurately so as to provide the
balanced supply of cars for the commuters. The more the availability the more it will be
used by the customers.
Weakness
1. No Control over Drivers – The business model that Ola is executing leaves itself with no
control over the drivers. Drivers play important role in making the brand name of Ola and
hence any misbehavior of the driver with the customers directly sabotages the image of the
brand in the market. There have been various incidents where drivers have manhandled the
customers lead to the uproar against the brand
2. Fake Rides – Ola drivers have started to ask riders to book fake rides just to increase their
ride counts for the day and Ola has no control and visibility over this. This leads to a loss of
revenue as the drivers are getting paid for nothing.
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3. Weak Support – The support services offered by the taxi service is not up to the mark and
customers are always grunted over the support they receive from the brand. This has
tarnished the brand name in the market.
Opportunities
1. Wider Market – In order to attract non-tech savvy customers, Ola has to rethink of their
business model where such segment can also make use of their services and it will be a big
breakthrough as it helps to enhance the customer base to a great extent.
2. Increasing Internet Penetration – With the increase in the initiatives taken by the
government to make Smart cities and penetrate the internet to remote places as well provides
Ola with an opportunity to focus on these regions and expand their services to Tier 2 and 3
cities as well.
3. Poor Government Transport – In Tier 2 and 3 cities there is a lack of proper government
transport facilities and hence this opens door for Ola to look into those cities and capitalize
on the opportunit
Threats
1. Government Regulations – Government regulations about the taxi service industry is
unclear at the moment. Taxi providers are constantly being threatened by the changing rules
and regulations.
2. Customer Satisfaction – With bad customer service and presence of Uber in the market
makes the customers switch the brands.

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