Expert answer:Need marketing help with an assignment on how mark
Answer & Explanation:Please no Plagiarism. You only have to do the question in bold since this is a team assignment. The other questions are being done by other people. The company is Uber. I will include the week 3 assignment so you have a better idea and can use that as a reference. The work should be 250-300 words.Use the same product and organization you identified in your Week 3 Strategy and Positioning Paper.Write a 1,750- to 2,100-word paper that includes:A description of how your marketing efforts and marketing mix will change with each phase in the product life cycleThe packaging you will use for your product or service and how it will add valueThe appropriate pricing strategy for your product or service and the price you will set at launchThe channels of distribution you will use to sell your product along with a description of how each channel partner will add valueInclude at least four sources of research that support your analysis; at least one must be the textbook, one from the University of Phoenix library, and one piece of secondary research. Format your paper consistent with APA guidelines.You only have to do this question. A description of how your marketing mix will change with each phase in the product life cycleuber_team_paper.doc
uber_team_paper.doc
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Running head: STRATEGY AND POSITIONING OF UBERSILVER
Strategy and Positioning of UberSILVER
Denise Caldwell, Hannah Provost, Nicole Ferrante, Rodney Goudy, Vicky Brennan, and William
Daniels
MKT 421
12/21/2015
Prof. Michael Stutler
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Strategy and Positioning of UberSILVER
Uber is an application that connects users to the nearest available driver. In this paper, the
authors pose as an Uber product development team, working to introduce a new service called
UberSILVER. The traditional marketing mix is composed of four components – product, place,
promotion, and price; these four elements represent the main controllable factors that marketers
can manipulate for a favorable outcome (Kerin, Hartley, & Rudelius, 2015). The authors will
work to control those product, place, promotion, and price to make UberSILVER a successful
service.
Overview of Organization
The Uber homepage boasts, “Uber is evolving the way the world moves. By seamlessly
connecting riders to drivers through our apps, we make cities more accessible, opening up more
possibilities for riders and more business for drivers.” (Uber, n.d.) Uber was founded in 2009 by
Travis Kalanick. Travis Kalanick is the co-founder and the Chief Executive Officer. Thuan Pham
is the Chief Technology Officer. Ryan Graves is the head of global operations and Salle Yoo is
the general counsel (Uber, n.d.). Together, the team was able to build Uber rapidly and was able
to expand across the globe.
Once an Uber account is set up, anyone can download the Uber application on a smart
phone device and sign in to the application. From there, individuals are able to choose the vehicle
type. These types include UberX which is the low-cost Uber, the UberTAXi, which is a taxi
without hassle, the UberBLACK which is the original, the UberSUV which has room for
everyone and the UberLUX which is the ultimate luxury (Uber, n.d.). After selecting a vehicle,
the individual has the mark the location and wait for the driver. Uber also gives the individuals
the phone number of the driver so that the driver can be contacted. Lastly, when the individual is
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picked up, they pay the Uber driver by a credit card that is automatically saved inside the
application.
Uber delivers passengers a safe ride from point “a” to point “b” twenty four hours per day,
seven days a week, and 365 days a year.
Description of Service
The need for transportation for seniors is growing rapidly with about 8.4 million senior
citizens depending on others for transportation. According to FamilyCare America, Inc., “This
number is expected to grow, according to the Administration on Aging, by 2030 the number of
drivers over age 85 will be 4 – 5 times what it is today.” (National Caregiver’s Library, n.d.)
There are a number of reasons for the elderly to become more dependent upon others;
researchers have determined that seniors have an elevated mortality rate when measured by
kilometers driven (Fabrigoule & Lafont, 2015). This occurs in a predictable sequence that takes
years to cause the gradual narrowing of their social world and the inability to get to and from the
places they need or want to go to.
According to FamilyCare America, Inc., these changes include:
1.
Physical and mental changes
2.
Age-related functional declines or skill loss lead to less driving
3.
Less driving leads to less overall mobility
4.
Less overall mobility leads to increased isolation and other quality of life
changes (National Caregiver’s Library, n.d.).
While some seniors are able to maintain their mobility longer with support from others
many do not have this available to them. Those that do not may feel as though they have lost
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their social status when they are no longer able to drive. In addition, they have to now be
dependent on others, which can cause emotional, mobility, monetary, psychological, and social
loss. Because of this the need for senior assistance will continue to grow and UberSILVER will
help to make this transition easier for them. When seniors feel as though they are a burden to
others they may miss out on many social events that they would enjoy, UberSILVER will be
available to make their lives happier and provide them with more independence. As people grow
older, it’s not a time to give up everything they know, but a time to learn new ways to maintain
the lifestyle that they are used to in the best possible way.
SWOT Analysis
Strengths (Internal)
Uber is very popular with its customers,
enjoying high levels of customer satisfaction.
The company operates in 295 cities and 55
countries worldwide and growing (Musil,
2015). The company’s marketing and high
standard of service, with regards to how the
drivers are verified drivers is great which
help to increase the safety of their customers.
Uber does not hire their drivers as employees
and the drivers are for the most part
independent drivers as they use their own
vehicles. The hours are flexible and cost is
lower than traditional cab service (Makos,
2015).
Weaknesses (Internal)
The relationship between Uber and the drivers
is ethically questionable. Although many of
the drivers rely on Uber as a major source of
income, and sometimes their only source of
income, Uber does not recognize them as
employees. This can cause hardship for
drivers because they have no benefits and are
responsible for navigating tax implications on
their own. So, it is expected that loyalty
between Uber and its drivers is quite low.
Uber has no real connection to the drivers and
there are concerns regarding their business
model and that they are not regulated. Drivers
are fearful of putting signs in their windows
indicating that they are Uber drivers because
they don’t want to attract unwanted
passengers (Makos, 2015).
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Opportunities (External)
Passengers have reported not being happy
with traditional cab service arguing that their
fares are too high. Their digital marketing
platform can target opportunities in suburban
and rural areas, where cab fares are high and
do not provide good service. Consumers are
increasingly in need of, and willing to pay
for, niche services such as transporting
patients to and from medical appointments,
transporting children to school, and
transporting pets to the vet or doggie daycare
(Makos, 2015). UberSILVER seeks to fill
one of these unmet needs in the market by
catering to seniors that need someone to
accompany them door-to-door on their
outings.
Threats (External)
There has been bad publicity for Uber
throughout the years, surrounding their
treatment of drivers and lack of regulation;
this could discourage potential drivers from
signing up for Uber. Legislative changes are
also a major concern to Uber, with local,
state, and federal governments taking action
to limit Uber’s ability to do business. Some
new legal regulations, like Germany will ban
Uber from operating altogether. Problems
with local authorities can lead to expensive
fines. As happens with any successful
business model, copycat competitors are
starting to enter the market, most notably
Hailo and Intelligent Apps (Musil, 2015).
Finally, driverless cars (like the Google Car)
could significantly reduce market demand for
Uber’s services (Makos, 2015).
Competitive Analysis
Uber is a mobile application that allows subscribers to receive car services from their cell
phones. Users request a car by giving a location, texting an address or using an iPhone or
Android app to set a location on a map. Uber sends the nearest driver to pick up the customer,
and sends a text message with an estimated pickup time. After the ride is over, Uber
automatically charges the user’s credit card. Uber uses GPS data from the ride and charges for
distance or time depending on the travel speed. Tolls and surcharges incurred during the ride are
then added to this, as well as a base fare.
Uber has competitors such as Hailo and Intelligent Apps. Hailo is a mobile network that
matches passengers and licensed taxi drivers. The Hailo Driver Network can be accessed by
iPhone or Android apps as a taxi driver’s companion and also allow drivers to accept credit cards
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and includes a tipping function (Hailo, n.d.). Intelligent Apps is the developer of myTaxi, an app
that allows users to order a taxi without a conventional taxi dispatching service. myTaxi offers
taxi drivers the freedom to work independently without rigid structures, liabilities and monthly
fixed costs. The taxi driver is displayed with picture, name and phone number, a fare calculator
controls the transport costs and taxi drivers and passengers can track each other on the map
(myTaxi, n.d.).
While these competitors have similar apps and what look to be similar services, Uber is
dominant in brand recognition and has been able to acquire over $1.5 billion in investment
capital through various investors (Musil, 2015).
Target Market
Product
Place
Promotion
UberSILVER
Seniors who are able
to use technology, are
able to walk with
minimal assistance,
and seek company
during outings.
Mobile app that
connects to registered
drivers who have
chosen to add the
UberSILVER
certification and
passed a training
course.
295 cities in 55
countries. Heavy
concentration on
American cities.
UberSILVER will
seek to build brand
awareness in AARP
magazine and similar
publications, through
doctors’ associations,
and major grocery
store chains.
Hailo
Anyone who needs a
ride and is able to use
technology.
myTaxi
Anyone who needs a
ride and is able to use
technology.
Mobile app that
connects to cardcarrying taxi cab
drivers.
Mobile app that
connects to cardcarrying taxi cab
drivers.
Europe
Germany, select
European cities, and
Washington DC.
No known plan to
market to seniors.
No known plan to
market to seniors.
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Price
Competitive
Barriers
Likely responses
Complicated
algorithm which is
based on mileage and
time spent. Target
price will be slightly
lower than taxis.
The target market has
less technology
literacy than younger
populations and may
not trust a driver that
they “meet” through
an app.
Uber can prepare a
press kit to give to
UberSILVER drivers,
giving them the
materials that they
need to set up tables
at doctors’ offices,
grocery stores, etc. to
meet potential clients.
Same as taxis.
Same as taxis.
Uber has better brand
recognition and is the
first entering the
senior market.
Uber has better brand
recognition and is the
first entering the
senior market.
Hailo may attempt to
enter the market
using similar tactics
as UberSILVER.
myTaxi may attempt
to enter the market
using similar tactics
as UberSILVER.
Target Market Segments
In any business, the target market is a very important factor. This is so because it
influences the decisions made on issues like the marketing mix to use including the pricing,
promotion, place and product. Uber is also not left out in this case as understanding its target
market is quite important.
Demographically, Uber as a whole targets the young school going children aged 10-18
years whose parents do not have time or resources to get them to and from school each day. This
is a target market which is quite hard to satisfy since they have different needs and preferences.
UberSILVER will target senior citizens aged above 65 years who are looking for not only a ride,
but a reliable companion for outings.
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Geographically, Uber targets customers from all over the world. Having its presence in
over 60 countries, its customer base is quite high as long it will be able to meet their demands.
This means that the senior customers stated above in all the parts of the world are an ideal target
market for Uber.
Psychographically, the target customers for UberSILVER are customers who have the
technological equipment and skills necessary to use the Uber app. Uber provides its customers
with flexible routes and also ability to work as per the demands of the customers.
The behavioral factors to consider in this case include issues like the brand, the quality of
service, the loyalty of the service offered. These factors are especially important for
UberSILVER clients as they determine if the customer will feel comfortable using the service.
Positioning Statement
UberSILVER is a premium door-to-door service for seniors that need more than just a
ride. UberSILVER drivers have passed rigorous background checks and training classes allowing
them to accompany seniors to the grocery store, doctors’ appointments, or any outing in a public
place. UberSILVER clients can be confident that they will be treated with courtesy and respect.
UberSILVER drivers have the opportunity to get to form a friendly relationship with their clients
and know that they have helped someone, while earning a premium rate. The UberSILVER
service offers seniors more assistance than a cab driver, who just sits in the car, and less expense
than a home health aide service.
Conclusion
UberSILVER is an exciting new service for Uber that will improve the lives of the clients
while earning a profit for the company. With the addition of this segment to the business we will
be able to help this new niche of customers, giving them the ability to improve their life and
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regain independence from friends and family members. Continuing to grow the brand name
Uber we will be able to gain market share helping the elderly in our communities.
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References
Fabrigoule, C., & Lafont, S. (2015, 05 23). Car driving, cognitive aging and Alzheimer’s disease.
Medical Press, 44(10), 1034–1041.
doi:http://www.sciencedirect.com.contentproxy.phoenix.edu/science/article/pii/S0755498
215001955?np=y
Hailo. (n.d.). About. Retrieved 12 20, 2015, from Hailo: https://www.hailoapp.com/about/
Kerin, R., Hartley, S., & Rudelius, W. (2015). Marketing (12 ed.). New York, NY: McGraw-Hill
Education.
Makos, J. (2015, 03). SWOT analysis for UBER. Retrieved 12 20, 2015, from Pestle Analysis:
http://pestleanalysis.com/swot-analysis-for-uber/
Musil, S. (2015, 10 23). Uber’s redesigned driver app aims to boost income, rider satisfaction.
Retrieved from CNET: http://www.cnet.com/news/uber-rolls-out-redesigned-app-for-itsdrivers/
myTaxi. (n.d.). FAQs. Retrieved 12 20, 2015, from myTaxi: https://us.mytaxi.com/faq.html
National Caregiver’s Library. (n.d.). Transportation and the Elderly. Retrieved 12 19, 2015, from
National Caregiver’s Library: http://www.caregiverslibrary.org/caregivers-resources/grptransportation/transportation-and-the-elderly-article.aspx
Uber. (n.d.). The Company. Retrieved 12 19, 2015, from Uber: https://www.uber.com/about
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