Marketing Strategy Uber

Question: Discuss about theMarketing Strategyfor Uber. Answer: Introduction Uber is a share and ride taxi service that is supported by the Google. The services of this company have been launched in Australia in the year 2012. He services ever since has seen an unprecedented growth and popularity. Nevertheless it has been in a, logger heads with the general taxi services of the nation. In the following discussion we shall propose a marketing strategy that can help to improve the business plan and structure of Uber in Australia(Nextjuggernaut, 2015). Controls The controls of the marketing plan shall indicate at the points or the parameters that can be used for monitoring the progress of the business plan and to ascertain that how much of the projected plan has been attained. Customer Feedback: The uber is a taxi service system that provides an option to the customers to register their feedback with the company; In fact this system is mandatory. The customer cannot book another taxi without giving a review of the previous service used. This is a parameter that can be used to ascertain the success of the service o the brand in the market. Target Sales: The target sales can yet again be another effective control of the marketing plan that can help the management of the company to understand the business trend or tide of the company. Budget: The budget values of the plan can help the management to understand again that whether the business is having a profitable trend or not. Market Share: The percentage of market share of the brand can also act as a probable control that can tell whether the business plans are attained or missed(Funk, 2015). Analytics and Performance In order to bring about a successful marketing analytics, or a process of evaluating the success of the marketing plan as designed earlier, the system of evaluating the customer feedback can be put into rigorous and aggressive use. At the same time the management can also focus on the element or the index of market penetration that has been successfully attained by the brand. This is again an index that shall be indicated by the sales figures of the brand and also an increase in the area of operation of the brand. In addition to the same we see that the brand can elevate its performance through an increase in the range of services that it can provide to the customers. Hence one of the underlining points shall be to come up with innovative services that can attract the attention of a larger section of customers('Keefe Jones, 2015). Implementation The implementation of the marketing strategy shall consist of the following steps that can actually help the company and the brand to increase its visibility amongst the customers, so that it can attract the attention of a larger gamut of users. In this context the marketing team shall have to make use of various channels: Use of the media channels such as the television, radio and also the print media shall be one of the major sources that can help to build the brand image in the market. The various media channels shall be used to create an increased awareness of the brand amongst the customers in the market. The portals or the sites of this service are one of the best channels that can help the user to know about the other new schemes of the brand. This shall be one of the most vital moves on the part of the brand to introduce its new services amongst the customers of the brand. Uber can also start a new scheme as per any person who can add a new customer to the companys list shall get a rebate of a certain percentage over the next three rides. This shall lead to a positive word of mouth about the brand almost the customers(October, 2014). Marketing Administration Organization The marketing administration organization in this context shall deal with the attributes of the product category, the country where the marketing is being done, Australia in this case and also prime offer being made. In terms of the product category, mention can be made of the new offers and the new products that are to be launched. In this context the scenario of the Australian market, the requirement of the people of the nation etc are to be kept in mind at the time of making the marketing strategy. In other words the prime facet on which the marketing strategy is to be planned shall be based on the aspect of the new features of the services that are to be launched. This is an aspect that can help to attract a larger gamut of customers for the brand(Cmd, 2015). Contingency Planning The contingency planning of the marketing strategy shall concentrate on changing the genre of attraction that has to be projected to allure a larger share of customers. Initially as per the original strategy the aspect of new services and new features would have been projected to attract the attention of the customers. However in case it failed the point of attraction and its projection would defer to the following points: The prices of the rides shall be lowered in the name of the approaching festive season. The services can offer other lucrative offers such as free wifi connection and better connectivity rates. Uber can also work on the facet that elderly people shall be given extra assistance in terms of carrying their luggage and giving them extra attention. This personalised touch can help the brand to build a better goodwill amongst the customers of the nation. Uber can also introduce the system of granting extra rebate to people who are celebrating days such as birthdays, anniversaries etc(Bellpartners, 2016). Conclusion It is to be remembered in this context that the market is a lucrative and also a challenging one in Australia. The marketing strategy for Uber has to be such that can offer extra advantages to the customers and can offer them a feeling of extra care extended. References: Bellpartners. (2016, April 06). Insurance What does the rise of ride-hire services mean for insurance in Australia? Retrieved October 22, 2016, from Bellpartners: https://www.bellpartners.com/insurance-what-does-the-rise-of-ride-hire-services-mean-for-insurance-in-australia/ Cmd. (2015, October 06). Uber Australia. Retrieved October 22, 2016, from Cmd: https://www.cmd.act.gov.au/policystrategic/regreform/2015-taxi-industry-innovation-reforms/submissions/uber Funk, J. (2015, April 13). Uber's Business Model. Retrieved October 22, 2016, from slideshare: https://www.slideshare.net/funk97/ubers-business-model 'Keefe, B., Jones, M. (2015, October 22). How Uber plays the tax shell game. Retrieved October 22, 2016, from fortune: https://fortune.com/2015/10/22/uber-tax-shell/ Nextjuggernaut. (2015, September 24). How Uber Works: Insights into Business Revenue Model. Retrieved October 22, 2016, from nextjuggernaut: https://nextjuggernaut.com/blog/how-uber-works-business-model-revenue-uber-insights/ October. (2014, October 02). A review of Ubers online marketing strategy. Retrieved October 22, 2016, from webprofits: https://www.webprofits.com.au/uber/