Marketing Management UBER Analysis – College Essay Example
Marketing Management UBER Analysis – College Essay Example

Marketing Management UBER Analysis – College Essay Example

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  • Pages: 14 (3811 words)
  • Published: September 5, 2017
  • Type: Case Study
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1. Introduction

Application package has been really popular as distribution platforms since 2008 due to rapid spread of smartphones all around the worldwide. Harmonizing to a selling research done by Gartner ( 2013 ) . there is an increasing tendency in nomadic apps use worldwide. He indicates that 21. 58 billion dollars of gross has been made by nomadic apps in 2013. Uber was established in 2009 as a digital platform that connects cab drivers and client. by downloading the on-line application. Uber determines the location of clients and shows the location of the cabs nearby. Once the client accepts to acquire a drive with push of a botton. the application is so authorized to take the payment based on the recognition card information that has been registered under the customer’s name. without any farther exchange



Uber was established in San Francisco and has become the world’s most valuable startup in the past five old ages. Uber’s latest market value has been determined as 18. 2 billon dollars in June 2014. However. as a disadvantage of developing markets. the entryway of Gett and Hailo in the UK market. decreased Uber’s market value.

The major advantage of Gett in this competitive market against Uber is bear downing level fees unlike Uber. Uber has a rush pricing scheme depending on the demand. conditions and distance. which is non a cost efficient manner for client.

Therefore Uber it is non the cost leader in the UK e-hail market. On the other manus rush pricing has persuaded more driver to work for Uber. as it is more in their favour so that. they will non hold to travel through bad conditions conditions or

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give drives in the first-come-first-serve hr with the usual level menus.

2. Audited account

2. a Organizational environment

The increasing tendency of smartphone use particularly in younger coevals. technological betterments and increasing value for clip perceptual experience established Uber’s increasing value.

2. b Uber’s concern theoretical account

Uber employs driver after they and their autos have been screened by Uber to guarantee comfort and safety of clients. Drivers are besides given an iPhone one time they have become a member of Uber. Uber drivers have higher income compared to traditional cab drivers besides they do non hold to pay for the cab licence and the revenue enhancements that black cab driver are obligated to pay. On the consumer side. after downloading Uber. they can track the auto as it approaches them on their every bit good as holding some information about their driver before reaching such as old reappraisals and evaluations and their exposure. Uber ‘s pricing scheme is based on the demand. distance and the auto type. incase of high demands or bad conditions conditions clients may hold to pay a higher fee for their journey or depending and the type of auto they request monetary values are different.

Payment is done by the recognition card information that the client is registered the app with. Minutess are wholly safe and secure. Uber splits the drive receipts with the driver. Uber originally used to take 20 % border of the dealing between the client and the driver. which is now reduced to 15 % due to high competitions with Gett and Hailo. Uber covers its Research and engineering developments. selling and employees disbursals by the per centum they take on each


Another advantage is that Uber does non have a fleet of autos so they are much less dearly-won than their rivals. This low cost concern theoretical account enables Uber to maintain the big per centum of it’s gross as net incomes. Uber grows by reinvesting in R & A ; D and acquisitions instead than puting in autos or expensive substructures. In the limelight of this information. it is possible to state that Uber’s concern theoretical account is low stock list. high dealing and high border. Furthermore. its concern theoretical account is having the bulk of support from Google Venture.

2. hundred External and internal analysis of Uber

Analyzing Uber from the resource-based position is important to understand competitory advantages of it in London cab acclaiming app market. Constraints imposed by environment can hold a large impact on Uber’s strategic planning and selling. Therefore. six external conditions ( Political. Environmental. Social. Technological. Economical and Legal ) will be examined in relation to Uber’s concern state of affairs by utilizing PESTEL analysis.

Political factors effects conveyance services external environment in footings of CO2 emanations and clime alteration. Even though Political factors are more in favour of public conveyance in order to diminish CO2 emanations and aid with the clime. Uber nevertheless is supplying a superior service comparing to their rivals for case Uber is offers intercrossed autos. which is low in emanations and makes it easier for Uber to hold some advantage when it comes to the political factors.

Environmental factors such as conditions conditions can impact Uber for case higher demand due to bad conditions conditions is apparent. The monetary value of the journeys besides increases when the demand

is higher.

Social factors including the alteration in life style and high per centum of younger population utilizing smartphones. indicates the client demands. which brings them to the market.

Technology developments have a major impact on Uber’s concern. Increasing function of Internet in people’s life is besides important for Uber to do inventions.

Economic factors such as recessions influence straight the customer’s budget. therefore their purchasing power. On the other manus volatile fuel monetary values can hold a immense impact on pricing and they are besides rather unpredictable.

Legal restraints besides have a direct impact on Uber. Governments have the possibility to censor Uber. which is already the instance in Germany. or even put new ordinances for Taxi acclaiming apps such as Uber which can impact their public presentation in the market.

In the following subdivision we under take a SWOT analysis in order to analyse Uber’s Capabilities. which enables us to find the company’s Strengths and Weaknesses every bit good as indicating out Menaces and Opportunities. It is indispensable in a competitory market to be cognizant of the failings and menaces in order to be able to happen solutions for them and besides use the chances to derive more of them market portion and hence addition the grosss.

Figure 2: Presents SWOT analysis

Strengths ; which consist of internal capablenesss. Uber was foremost in the market which creates a competitory advantage by high consumer consciousness. One of the strengths of Uber is that. it has different options for different clients. For illustration. Uber POP and UberX auto options are available for a inexpensive and fast thrust. whereas if the client is seeking for quality it offers them the Uber Black Car

and Uber SUV. Another strength of Uber is that it has spread worldwide get downing from USA. It has expanded through 200 metropoliss worldwide. Furthermore. the minutess are easy. safe and trusty. It offers a convenient manner of going for costumiers.

Failings indicate the countries that could be improved internally. The major point that is considered as a failing for Uber is that they do non bear down level fees whereas Gett. which is their chief rival. offers level and predictable monetary values. Furthermore. Uber drivers do non hold a cab licence. which can do legal jobs by clip. However it operates in many metropoliss. Uber does non run in rural countries. which can be considered as a failing. One of the ailments that Uber is confronting is the hapless consumer service. Uber offers a rush pricing for its drivers and do non engage them. but find them through agents.

Analyzing the chances in deepness we can find that the most influential facet in Uber’s concern theoretical account is the fact that it’s a service instead than a merchandise hence they do non hold the high sunk costs that their rivals have to cover with. Furthermore. being a nomadic platform and non holding a fleet of taxis. which is extremely dearly-won. has enabled the house to turn most of its grosss into net incomes. These grosss are made from dealing costs instead than production cost. Uber does non use drivers. which in this instance allows the drivers flexibleness besides permit Uber to use more drivers.

The most of import external menace for Uber in UK e-hail app market is the diminishing market portion due to rivals such as

Gett. The level monetary values of Gett and some other rivals are making a disadvantage for Uber. Not holding the proper cab licence is another disadvantage for Uber. aside from that. there have been many protests by cab companies in Germany. France. England and other states impeaching Uber to be illegal due to the fact that their driver are non paying the same revenue enhancement rates as other cab drivers. and other cab companies accuse Uber of compromising rider safety. and undermining statute laws which exists for them.


Harmonizing to the statistics of market portions of cab acclaiming apps in London. Gett with 20-30 % of market portion is the market leader. Uber with 20 % portions is the market rival and Hailo with 10 % is the follower in the market. Uber as the rival is in a place where they can set about some of the installations and services that Gett is already supplying for their clients in order to be able to better their service. derive more client and accordingly derive more market portion over clip.

Sketching the competitory landscape is of import to measure competition and bespeaking the strengths of the rivals can give the company objectives on what can be improved and analyze conditions they can be implemented by Uber. Harmonizing to national statistics from section for conveyance. it is estimated that there are 78 thousand taxis and 153 1000s licensed private hire vehicles in England. The f?gures present that the figure of PHV are twice the figure of tax?s operat?ng in England. 31 % of entire accredited taxis and private hire vehicles in England are in London from which we can

presume that private hir?ng is a popular pick for Londoners.

Analyzing Gett-Taxi as the market leader we can connote that some of their most influential advantages are:

Competing with level and predictable monetary values: Peoples who take taxis are non normally loyal to a specific trade name and most people would take the cheaper option and Gett has the advantage by holding predictable monetary values without rush pricing. Enables Advance engagement: Unlike Uber. Gett offers progress booking 2 hebdomads prior to travel whereas Uber has failed to implement this characteristic in their app. Offers 24 hours client service for driver and clients: Uber has proven to be rather hapless at following through with client questions.

On the other manus the lone major advantage of Hailo that we came across is the fact that they are the lone company. which has a existent cab licence for all their autos.

3. Strategic Options:

Harmonizing to Porter. competitory advantage is derived from the value a house is able to make for its purchasers that exceeds the firm’s cost of making it. Utility of Uber can be increased by the undermentioned three classs: • Service: Reducing the clip to make clients when they need the service can heighten Uber’s service. The cab and the driver have to be dependable and can supply modern and comfy cabs for service. • Forces: service can be provided with professional drivers. drivers must be trained to supply individualized client service. • Image: Ad. publicities on particular yearss and to first users.

Porter’s Generic Schemes:

Porter called the generic schemes has three way where the market can be section or focused on peculiar way. They are
1. Cost Leadership.
2. Differentiation
3. Focus
The Focus

scheme has been subdivided into two parts: “Cost Focus” and “Differentiation Focus” . ( Refer below figure )

The Cost Leadership Strategy

This scheme will assist to derive competitory advantage through two chief methods such as maximizing net incomes by worsening costs while selling for mean monetary value in the peculiar industry or turning market portion through selling for lower monetary values. although still bring forthing a even-handed net income on each sale as you’ve focused on take downing the cost.

The Differentiation Strategy

This scheme involves in making your goods or services different from others and more eye-catching for your clients every bit good as to your rivals. Differentiation scheme can be achieved in a success manner through good geographic expedition about the goods or services. enlargement and invention of the goods or services. and the ability to supply superior quality merchandises or services. This will make an inimitable image in the peculiar industry and alongside some Scopess will take to be valued by consumers.

The Focus Strategy

The Focus scheme is concentrating on specific niche markets through considerate the associations of that specific niche market and the exceeding demands of consumers in it. This can be entirely low-priced or well-specified goods or services on that peculiar industry. This will build strong trade name trueness among consumers. This will take the market section to be less attractive to the rivals. Uber’s selling scheme is to supply a premium service at premium monetary value and have loyal clients. It aims at hip. tech-savvy clients whose clip is valuable and who are willing to pass money for convenience. The run of Uber focal points on the service.

The ice pick run in NYC

is an illustration of the difference in convenience and experience. Where else could you have an on demand ice cream truck draw up in forepart of your house presenting ice pick for few people? The focal point is on supplying an extraordinary experience for the client and allow them make the speaking about the trade name and the alone service. Uber is holding partnerships with Virgin America. which offers Uber’s points to its circular members which increases consciousness and credibleness to their service. And Trulia is a real-estate company supply prospective tenants a price reduction for up to three flat visits every bit long as they registered for this publicity.

Potter’s Five Forces Analysis states that concern can be affected by some facts which are determine the competitory power of the concern to drive in world. The fact can be classified into five of import forces. They are Supplier power. Buyer power. Menace of replacement. Threat of New Entry and Competitive Rivalry.

1. Supplier Power: the figure of providers involved determines the provider power in the peculiar concern and the exclusivity of their goods or service. their concern strength and power over your concern. and the cost of trading from one provider to another. UBER’s providers power is high because UBER don’t employ drivers. free-lanced drivers get registry with UBER and acquire the preparation and the guidelines before start their self-employment.

2. Buyer Power: the figure of purchasers involved determines the buyer’s power in the peculiar concern. the cost to the purchaser to trading from your goods and services to person else. UBER’s purchaser power is high because it’s a nomadic platform and clients have different alternate services

like Gett and Hailo.

3. Competitive Competition: the figure of capableness of your rivals determines the competitory competition. When the concern has more rivals. and if the rival can offer every bit attractive merchandises and services. so the competitory competition is high. UBER’s rivals are Gett and Hailo. they provide service in lower cost and they have their ain drivers.

4. Menace of Substitution: the figure of alternate options of your clients determines the menace of replacement. When the service or the goods has more replacement. so the menace of replacement is high. UBER’s menace of replacement is high because in London there is many replacement such as tubings. trains. coachs. and black cabs.

5. Menace of New Entry: the capableness of other concern can come in into your market infinite by get downing up a similar concern like you is the menace of new entry. If the startup cost is low in footings of capital. clip. and engineering the new rival can come in in to your market easy. Uber’s menace of new entry is really high because come ining to taxi service concern is really easy because the new concern needs a simple nomadic application and some free-lanced drivers.

Alternate Market Directions for Uber
Diversification strategies/path:

Uber can concentrate on Event specific selling like particular events such as Valentine’s Day. Harvesting twenty-four hours. Children’s Day. Christmas and New Year yearss. Uber can supply particular offers or publicities for its loyal clients. Personalised Car/Cab with the particular trained driver for concern people. famous persons and high-toned tourers. Market development Strategies/Path:

• Expand the market with mean pricing in nearby little metropoliss and rural countries to pull more new clients. • Initiating

and developing new long term partnership with local hotel ironss and airport local travel unit to supply conveyance service such as site visual perception. and airdrome movie & A ; bead to their clients. • Initiating and developing new long-run partnership with local schools to turn out service for their pupils. • Initiating and developing new concern wing/unit for disable people to suit their conveyance demand with the particular characteristics they need. • Initiating and developing new long term partnership with courier service administrations like Royal Mail. DHL. and FedEx to supply their bringing service to their clients. • Initiating and developing new long term partnership with local fabricating companies to back up their logistic service such as transporting to transporting. presenting goods to their clients. and transporting their natural stuffs for their production.

4. Selling Schemes

Uber focuses on engaging local drivers in each metropolis. They are seeking to place the company in each metropolis in every facet they see. The consequence of that is constructing a trust between the company. the drivers. and the clients all together. After engaging local drivers. Uber give these drivers preparations and guidelines to learn them the “Uber Way” . They besides provide their employees with a planetary confab room that they interact in. talk. give thoughts and suggestions. and best patterns are shared across the company. So by cultivating coaction and edifice trust internally and externally. Uber is seeking to derive a competitory advantage in order to increase their market portion. therefor increasing gross.

Uber likes to surprise and please their clients. For illustration they delivered kitties and ice pick in New York. This is on of Uber’s ways to

let client actions to travel viral on societal media and offline to seek to direct their message to new markets in order to derive new chances. Uber uses a alone manner in functioning their clients. They have a particular squad whose mission is to do certain clients get their cab when and where they need them in no more than 9 proceedingss.

They created a referral plan integrated in the Uber app. It gives clients the ability to portion a particular codification between their friends. and in that manner Uber can track how many portions made. which indicates the per centum of Uber’s customer’s acquisition.

Uber’s Marketing Aims:

1. Offer Better Service.
2. More Dependability.
3. Better Customer Support.
4. Alone Style.
5. Supply Comfort.
6. Reduce Frustration.

6. Critical Analysis:

The SMART analysis indicates that Uber can hold many ways to better every facet in the company. Their aims are non time-oriented. On the other had. their aims are all accomplishable and relevant to the company’s mission. The analyses besides show that most of the schemes and suggestions given are specific. accomplishable. and relevant. That indicates that Uber has many chances that they can profit from in order to derive more competitory advantage and to run better in the market.

7. Decision:

Overall market portion of Uber in e-hailing market can be increased by implementing some schemes. The study shows that Uber has many chances to increase their market value. market portion and derive a competitory advantage over their rivals. Looking at the analysis we realise that Uber has a really high potency in accomplishing their aim about deriving clients and finally increase their gross. Along the side of bettering some of their services. following some

of the schemes mentioned above and solutions suggested by us. proves that Uber has a high potency and can utilize the first mover advantage. Distribution channel of Uber can be improved by aiming other parallel industries and move clients into greater part. Branding image of Uber can increase its value by supplying good service and the operating countries can be increased to make a higher volume of clients. Furthermore. the chances discovered by utilizing the analysis might be considered as a utile manner of taking Uber to a higher place in the e-hail market in London.

10. Mentions:

Anon. How is Uber different from a criterion cab? Available at:
hypertext transfer protocol: //support. Uber. com/hc/en-us/articles/201968463-How-is-Uber-different-from-a-standard-taxi- [ Accessed November 13. 2014a ] .

Anon. The Business Co-Founder. Available at: hypertext transfer protocol: //businesscofounder. tumblr. com/post/34572063959/lessons-from-Ubers-marketing-strategy [ Accessed November 13. 2014b ] .

Damodaran. A. . 2014. A Disruptive Cab Ride to Riches: The Uber Payoff. Forbes. Available at: hypertext transfer protocol: //www. forbes. com/sites/aswathdamodaran/2014/06/10/a-disruptive-cab-ride-to-riches-the-Uber-payoff/ [ Accessed November 13. 2014 ] .

Department for Transport ( 2013 ) ‘Taxi and private hire vehicle statistics: England and Wales 2013’ . Cab and private hire vehicle statistics: England and Wales 2013. Available at: hypertext transfer protocol: //www. gov. uk/government/statistics/taxi-and-private-hire-vehicle-statistics-england-and-wales-2013 ( Accessed: 20 November 2014 ) .

Ferrell. O. . Dibb. S. and Simkin. L. ( 2005 ) Selling: Concepts and Strategies. United States: Houghton Mifflin Company.

Ferrell. O. and Hartline. M. ( 2011 ) Selling Strategy. United States: South-Western Cengage Learning.

Winer. R. and Dhar. R. ( 2010 ) Marketing Management – 4th Edition. United States: Prentice Hall.

GURLEY. B. . Above the Crowd. Available at: hypertext transfer protocol: //abovethecrowd. com/2014/07/11/how-to-miss-by-a-mile-an-alternative-look-at-Ubers-potential-market-size/ [ Accessed November 13. 2014 ] .

Hill. H.

( 2009 ) London Chamber. Available at: hypertext transfer protocol: //www. londonchamber. co. uk/docimages/2519. pdf ( Accessed: 20 November 2014 ) .

Kell. J. . Berlin bans Uber app. mentioning rider safety concerns. Available at: hypertext transfer protocol: //fortune. com/2014/08/14/Uber-berlin-band/ [ Accessed November 13. 2014 ] .

MACMILLAN. D. . The Wall Street Journal. Available at: hypertext transfer protocol: //blogs. wsj. com/digits/2014/03/14/Uber-and-lyft-insurance-now-covers-drivers-between-rides/ [ Accessed November 13. 2014 ] .

Mathieu. F. . Francois Mathieu shared: Taxi War: Uber V Hailo. Available at: hypertext transfer protocol: //quibb. com/links/taxi-war-Uber-vs-hailo [ Accessed November 13. 2014 ] .

Palmer. S. . 2013. GetTaxi – Some Real Competition for Uber in NYC T. H. Post. erectile dysfunction. Huffington Post. Available at: hypertext transfer protocol: //www. huffingtonpost. com/shelly-palmer/gettaxi–some-real-compet_b_3743958. hypertext markup language [ Accessed November 13. 2014 ] .

Think. B. . 2014. How Uber Disrupted an Industry. with Karan Girotra. How Uber Disrupted an Industry. with Karan Girotra. Available at: hypertext transfer protocol: //www. youtube. com/watch? v=kfA8wzWP02Q [ Accessed November 13. 2014 ] .

Uber. 2013. How Uber Moves Your City Forward with Innovation | Uber. How Uber Moves Your City Forward with Innovation | Uber. Available at: hypertext transfer protocol: //www. youtube. com/watch? v=P2M0RD7bhYY [ Accessed November 13. 2014 ] .

WOHLSEN. M. . Uber’s Biggest Danger Is Its Business Model. Not Bad PR. Available at: hypertext transfer protocol: //www. wired. com/2014/08/the-peril-to-Uber-is-its-business-model-not-bad-pr/ [ Accessed November 13. 2014 ] . Porter. Michael E. . “Competitive Advantage” . 1985. Ch. 1. pp 11-15. The Free Press. New York.

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