The paper "Situation Analysis of Uber" is an outstanding example of a marketing case study. The entry of UBER into the taxi and car hire business has acted as a wakeup call to existing transport service providers. This is because of the ease with which it has made acquiring a taxi look. The entry of UBER into various markets has been growing month by month. While some countries have prohibited this product from their markets, it is a reality that will catch up with every market in a matter of time. In Sydney, Australia, Black Cars offers airport taxi services as well as luxury car hire.
A marketing analysis of UBER provides an insight into the major selling points and where other transport service providers can leverage so as to improve their services and match up or fend off their incoming competitors. This paper provides an assessment of the Uber marketing strategy as a benchmark for the old taxi business model, majorly looking at the Black Cars taxi in Sydney. The paper aims to carry out a customer analysis, consumer analysis and competitor analysis by looking at situational analysis on UBER, critical issues faced in the industry and how they were addressed by UBER.
It shall also review the marketing objectives and strategies of Black Cars and provide recommendations to improve the services offered. Introduction The concept of digital disruption as a way of changing the status quo of current businesses has brought about massive changes in the market place (Hudson, 2015). UBER, an on-demand car service, utilized the elements of digital disruption is revolutionizing the taxi/ cab service industry. By looking at the frustrations faced by consumers, UBER founders’ imagination was that of consumers getting the services needed instantly wherever they were.
This led them to develop a digital solution that was the app-based taxi service. While the company has faced many challenges, mainly out of resistance from its competitors, there are lots of lessons for the old taxi models to learn from and improve their business and marketing strategy. Situation analysis (5 Cs) UBER is an on-demand taxi service provider that is web-based. The company uses a mobile application in connecting clients to drivers for taxi services or car hire (Marsden, 2016).
The difference between UBER and the conventional taxi service providers lies in the use of the mobile application, where the service is available at the tap of the mobile app. Additionally, UBER uses GPS tracking to show the location of the car to the potential client and payment is web-based. The expected amount to be paid by the client is shown to them immediately on the application. The service is fast, reliable and has provision for driver ratings, which is used to provide the client with useful information about the driver’ s profile.
The company’ s promise to the customer is to deliver value by reducing the time and effort in getting a car service. All this is achieved with no increase in the price paid (Iacobucci, 2014). Uber has collaborated with car owners who, in some countries, are required to obtain business licenses for their cars before they can be used for commercial purposes. This has provided an opportunity for job creation to car owners as well as individuals who can drive, yet do not have their own cars.
Uber also collaborates with its clients in determining the ratings of drivers. This is useful information for both the employer (UBER) and the client. It enables employers to recognize their best employees, and at the same time, provides information to clients about the profile of the driver as reviewed by other clients.
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