UBER case
WRITTEN ANALYSIS OF CASES #10
UBER PRICING STRATEGIES AND MARKETING COMMUNICATION
Situational Analysis:
Uber, a smartphone app based service for providing on demand transportation has been gaining growth and brand momentum since inception and has been successful in changing the face of modern day commuting in multiple cities. However with respect to new and existing market competition of the likes of Lyft, Hailo, and Sidecar along with the existing taxi and livery services and further faced with government contestation in various locations along with critics refuting the companies ‘surge pricing’ tactic; Uber is looking to for ways to counter its adversities and re align its marketing communication as well as come up with a marketing mix that addresses the situation while at the same time move ahead for further growth and expansion.
Problem Analysis:
The core problems that are currently being battled by Uber are (i) Critic on its Surge Pricing, (ii) New and existing competition and (iii) Providing the right communication to the intended segments (i.e. aligning its various service products to the intended target audience).
5C’s:
Company: Fundamentally Uber is a connector addressing customer problem in everyday commuting (availability, card payment, convenience), it is a market place where the supply is not controlled by Uber.
Category: The category that Uber addresses is mass market in the cities where smartphone usage is high and the problem of obtaining timely and convenient rides are difficult. This addresses the customer’s sentiment of technological adaptability towards commuting as well the convenience of less wait time, safety, comfort and price.
Competitors: The competitors in the market are the existing taxis and transport association along with new tech based companies of the like of Lyft, Hailo and Sidecar etc. Despite competitor presence, the window of opportunity for Uber seems high given the inconvenience, price and brand that they
UBER PRICING STRATEGIES AND MARKETING COMMUNICATION
Situational Analysis:
Uber, a smartphone app based service for providing on demand transportation has been gaining growth and brand momentum since inception and has been successful in changing the face of modern day commuting in multiple cities. However with respect to new and existing market competition of the likes of Lyft, Hailo, and Sidecar along with the existing taxi and livery services and further faced with government contestation in various locations along with critics refuting the companies ‘surge pricing’ tactic; Uber is looking to for ways to counter its adversities and re align its marketing communication as well as come up with a marketing mix that addresses the situation while at the same time move ahead for further growth and expansion.
Problem Analysis:
The core problems that are currently being battled by Uber are (i) Critic on its Surge Pricing, (ii) New and existing competition and (iii) Providing the right communication to the intended segments (i.e. aligning its various service products to the intended target audience).
5C’s:
Company: Fundamentally Uber is a connector addressing customer problem in everyday commuting (availability, card payment, convenience), it is a market place where the supply is not controlled by Uber.
Category: The category that Uber addresses is mass market in the cities where smartphone usage is high and the problem of obtaining timely and convenient rides are difficult. This addresses the customer’s sentiment of technological adaptability towards commuting as well the convenience of less wait time, safety, comfort and price.
Competitors: The competitors in the market are the existing taxis and transport association along with new tech based companies of the like of Lyft, Hailo and Sidecar etc. Despite competitor presence, the window of opportunity for Uber seems high given the inconvenience, price and brand that they