Trend Report - Uber
Investigating Consumer Behavior
Industry Report
Marissa Ryanthi Suhendra
GIHE 306814
MBA 2
Glion Institute of Higher Education
M942
Dr. Martin SENIOR
Hand-in date 16th September 2014
Statement of Authorship I certify that this assignment is my own work and contains no material, which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the work. I also understand that under no circumstances should any part of this assignment be published, including on the Internet, or publicly displayed without receiving written permission from the University. Signed 306814 Name: Marissa Suhendra
Table of Contents
1. Introduction ......................................................................................................................4
2. Industry Analysis……………………………………………………………………..4-8
2.1. Trend Identification – Uber………………………………………………...5-6
2.2. Uber in Jakarta…………………………………………………….………….6
2.3. STEEPLE Analysis……………………………………………….………..7-8
3. Recommendation…………………………………………………………….………8-9
4. Conclusion…………………………………………………………………….……….9
5. References……………………………………………………………………..…..10-12
1. Introduction
This report is written for the senior management of Grand Inna Kuta Hotel in Bali, Indonesia with the purpose of identifying the current Uber ride-sharing trend and discusses how it can be used as advantages in the hotel business. As a marketing manager of Grand Inna Kuta Hotel, who wrote this reports, would like to understands the consumers’ behavior towards the trends and what drives them to join the community of share economy.
2. Industry Analysis
As Walsh (2014) stated that the sharing economy refers to the system
Industry Report
Marissa Ryanthi Suhendra
GIHE 306814
MBA 2
Glion Institute of Higher Education
M942
Dr. Martin SENIOR
Hand-in date 16th September 2014
Statement of Authorship I certify that this assignment is my own work and contains no material, which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the work. I also understand that under no circumstances should any part of this assignment be published, including on the Internet, or publicly displayed without receiving written permission from the University. Signed 306814 Name: Marissa Suhendra
Table of Contents
1. Introduction ......................................................................................................................4
2. Industry Analysis……………………………………………………………………..4-8
2.1. Trend Identification – Uber………………………………………………...5-6
2.2. Uber in Jakarta…………………………………………………….………….6
2.3. STEEPLE Analysis……………………………………………….………..7-8
3. Recommendation…………………………………………………………….………8-9
4. Conclusion…………………………………………………………………….……….9
5. References……………………………………………………………………..…..10-12
1. Introduction
This report is written for the senior management of Grand Inna Kuta Hotel in Bali, Indonesia with the purpose of identifying the current Uber ride-sharing trend and discusses how it can be used as advantages in the hotel business. As a marketing manager of Grand Inna Kuta Hotel, who wrote this reports, would like to understands the consumers’ behavior towards the trends and what drives them to join the community of share economy.
2. Industry Analysis
As Walsh (2014) stated that the sharing economy refers to the system
References: Botsman, R., & Rogers, R. (2010). What 's mine is yours: The rise of collaborative consumption. New York: HarperBusiness. Burbank, J. (2014, May 6). The rise of the "sharing" economy. Retrieved September 10, 2014, from HuffPost Business: http://www.huffingtonpost.com/john-burbank/the-rise-of-the-sharing-e_b_5454710.html DailySocial eMarketer Inc. (2013, August 2). Smartphone penetration doubles in Indonesia. Retrieved September 15, 2014, from eMarketer: http://www.emarketer.com/Article/Smartphone-Penetration-Doubles-Indonesia/1010102 Forbes Hofstede, G. (2014, September 15). Indoensia 6 dimension culture model. Retrieved September 15, 2014, from The Hofstede Centre: http://geert-hofstede.com/indonesia.html Latif, S Luthfi, A. (2014, August 20). Mengenal layanan aplikasi 'Uber Taxi '. Retrieved September 15, 2014, from Okezone.comTechno: http://techno.okezone.com/read/2014/08/20/429/1027406/mengenal-layanan-aplikasi-uber-taxi Masna, A Nielsen . (2014, May 28). Is sharing the new buying? Retrieved September 10, 2014, from Nielsen: http://www.nielsen.com/us/en/insights/news/2014/is-sharing-the-new-buying.html Nielsen The World Bank Group. (2014, September 15). Indonesia. Retrieved September 15, 2014, from The World Bank: http://data.worldbank.org/country/indonesia Tiger Uber. (2014, September 15). Where is uber currently available? Retrieved September 15, 2014, from Uber: https://www.uber.com/cities wallace, e., pollock, k., horth, b., carty, s., & elyas, n Walsh, C. (2014, august 5). The big share. Retrieved September 10, 2014, from HarvardGazette: http://news.harvard.edu/gazette/story/2014/08/the-big-share/