Marketing Strategy and Plan for Uber - MyAssignmenthelp.com

Question: Discuss about theMarketing Strategy and Planfor Uber. Answer: Target Segmentation Uber is a very reputed organization that supplies cars for the customers that serves as a cab. People use these cars for going to some places they want to. In this process, the customer needs to have a smart phone in which he has to download the Uber application software and then book the cars for travelling (Riefler, Diamantopoulos and Siguaw 2012). Uber uses both the drivers and the customers for their target segment. It operates in almost 400 cities more than 50+ countries. The potential target candidates are those who use smart phone and have access to internet. The consumers are those who are without cars and those who have their own cars, are drivers (Wedel and Kamakura 2012). Target Marketing There are several strategies by which Uber attracts their customers. They offer their customers with many special offers, discounts, coupons to regular customers and the journey credit that are offered to the passengers for long journeys. The drivers of the cars receive vehicle finance and attractive incentives on health care. Uber is an effective medium of reaching their customer base and they maintain long lasting customer relationships. There are varieties of operating modes that they have adopted to reach their customers. They also bring new methods in the market to reach to those new customers. Positioning Strategies Marketing strategies of Uber can be reflected by shifting the focus on the Four Ps of marketing (Kotler 2012). Product: Uber is a reputed, well-maintained transportation service industry operating in many countries in the world. Price: The mode of price in Uber is the surge pricing. In it, the rates or the fares of transportation rise automatically when more passengers are available. On the contrary, it comes down with lesser passengers. Place: The aspect of place can be understood in the geographic segmentation criteria. Uber always has a tendency to operate on the metropolitan cities of the countries because in the metropolitan cities, the passengers are easily available in big numbers and they like to avail luxury transportation. There are more drivers available as well. Promotion: Uber makes its promotion campaigns by word-of-mouth. They have collaborated their services with Google, Microsoft Outlook and restaurants as well (UberEATS) (Lambert 2016). Marketing Strategy of Uber Uber has been operating in many countries across the world and the demands have been various according to the areas of operation. So Uber has to adopt a marketing strategy that will cater to the needs and requirements of their customers. They have adopted a single segment basis marketing strategy (Fifield 2012). They want to assure the customers that all the demographic details are looked into with detail. Their highest priority lies in the customer feedback and their simple behavior (Cronin-Gilmore 2012) Recommendations It can be recommended from the above study that if a company like Uber wants to improve they have to look on various things. They have to reduce the driver downtime. They also have to allow scheduled pick-ups for their customers. The company has to launch loyalty programs towards their customers i.e. riders. They have to customize the experience of their customers as well. References Cronin-Gilmore, J., 2012. Exploring marketing strategies in small businesses.Journal of Marketing Development and Competitiveness, vol.6, no. 1, p.96 Fifield, P., 2012.Marketing strategy. Routledge, Woburn.. Kotler, P., 2012.Kotler on marketing. Simon and Schuster New York. Lambert, J., 2016.Microsoft Outlook 2016 Step by Step. Microsoft Press Washington.. Riefler, P., Diamantopoulos, A. and Siguaw, J.A., 2012. Cosmopolitan consumers as a target group for segmentation.Journal of International Business Studies,vol.43 no.3, pp.285-305. Wedel, M. and Kamakura, W.A., 2012.Market segmentation: Conceptual and methodological foundations,Vol. 8. New York: Springer Science Business Media.