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8
스크립트
U B E R
BY: MOHAMMED ALKHALILI
SALMA AMAMI
HAKIM OUADHOUR
THE COMPANY
is an american company that focuses on offering services that include peer-to-peer ridesharing
110 million users
2009
791 areas worldwild.
Business profile
Company name: Uber Technologies
Type of business (Industry): Transportation
Date of creation: March 2009
Type of company: Public
Company Founders: Garrett Camp, Oscar Salazar, Travis Kalanick
Head office address: San Francisco California United States
Main products/ services: Transportation App (transport service)
Number of employees: 22.000
Main markets: Worldwide :(63 countries)
Export percentage: N/A
Annual revenue (2018): 6.362 Million Euro
Net Income (2018): 88Million Euro
Through effective global expansion and marketing
UBER can thrive within its
competitors
SWOT
ANALYSIS
Strengths
strengths
1) Largest Ride Sharing Technology
2) Strong Brand Recognition
3) Low Fixed Investment
Weaknesses
weakness
1) Multiple Scandals
2) Substantial Losses
3) Dependency on the workforce
Opportunities
opportunities
1) Accountability and Performance
2) Utilize Digitalization
3) Driverless Technology and other services
Threats
threats
1)Customer and Employee Retention
2)Lawsuits
3)Increasing Competitors
PORTER FIVE FORCES
1)Industry Rivalry
Industry Rivalry
Uber started to shift from medium to high risk. since Lyft been created in 2012. which is the identical business model they both are competing for market share but and the suppliers.
2)Bargaining Power of suppliers
Power of Suppliers
It is also difficult to replace individual drivers. Car owners have the right to choose between the corporation and the competitors, so they can bargain for greater attention to the detriment of the company.
Therefore, it is clear that in impacting Uber's quality the suppliers have an upper hand.
3)Threat of Substitutes
Substitutes
There are several companies in the transport industry that can provide an immediate alternative to Uber services. Taxi services provide Uber's services with competitive quality services, while the traditional transport industry offers another possible alternative.
4)Bargaining Power of Buyers
Power of buyers
Uber services are not necessarily required by customers on a regular basis. In addition, only specific circumstances such as late work or scheduled events make customers order their service. Customers can choose from Uber, Lyft or othernew ride sharing companies freely.
5)Threat of New Entrants
Threat of new entrants
The philosophy of Uber is to sell their application software free of charge to potential customers.
Since costs need to be covered, Uber is not resistant to higher rates, making it easier for other companies to enter the industry. This is a powerful force because it decides the survival of the business in
the sector.
P.E.S.T.L.E
P.E.S.T.L.E
Political factors that affect companies typically include stability of
government, bureaucracy, levels of corruption, impacts of lobbying groups
on the home market and others. There was no other ride-hailing taxi
service when Uber started operating in 2009. Therefore, there were no
laws relating to the control of such facilities
POLITICAL
ECONOMIC
The range of economic factors influencing companies is broad, with
macroeconomic climate, inflation rate, interest rate, currency exchange
rates and unemployment rates being the most important factors. In
addition, company is also influenced by economic factors such as labor
costs, increases in consumer disposable income and tax rates.
Using the smartphone app, selecting an appointment and pick-up time is simple. Rather than a few presses of a key, it needs no contact. Many are seduced by the cheaper price, which has contributed to the acceleration
of the growth of Uber across North America.
Socio-cultural
A ride cost estimate that appear in the app— it depends on many factors such as location drop-off, traffic and weather. And drivers on duty are responding and picking up passengers to take them to their destination. Uber's phone is incredibly relevant. This can't work if the phone goes down or has problems. The organization has to ensure that everything works, is safe and ready to go. Most drivers use 4 G networks to link to the app performing their jobs is considered critical.
TECHNOLOGY
Uber faces a great deal of bans and attempted bans at locations around the world. The organization must comply with technical rules of use,copyright laws, health and safety laws for employees
LEGAL
Instead of public transport, people can use Uber. For a thorough analysis of Uber's environmental impact, researchers will need to analyze Uber fuel usage versus public transit versus own transportation. Like many different factors, the final number can contribute
ENVIROMENTAL
MARKETING MIX
PRODUCT
product
Uber is a global leader in app based cab booking systems having a strong
global reach and increasing penetration. Uber provides an app and a web
based application, which is the product in its marketing mix, that can be
used for booking cabs based on the location of the user. Uber offers “UberPOOL”. UberGO and UberX offers the user a private ride
PRICE
price
ghalya $$$$$$$$$$$$$$$ but managable due to them offering different prices deals!!
PLACE
place
Uber is present in over 40 countries and over 600+ cities worldwide. Uber, being a smartphone app, can be downloaded at any time. Uber can be used by downloading and installing the app from Playstore (For Android) and App store for iOS phones. Web version of Uber is also available. Location
of the cabs can be tracked over the mobile phone.Uber booking stations and help desks are also available at centres like Airports and malls.
PROMOTION
promotion
Uber relied heavily on word of mouth publicity to gain market
share. Its initial expenses on advertising and promotional
activities were very low. They relied through referral marketing
and convinced corporate clients into accepting their free rides and
services. The free rides scheme worked pretty well for Uber and
lot of people started availing the service.
MARKETING SEGMENTATION
MARKET SEGMENTATION
1- Geographic
GEOGRAPHIC
Urban Cities
2- Demographic
DEMOGRAPHIC
*Age: Millennials (18-63)
*Gender: Male & Females
*Income: Middle/High
*Occupation: Students, employees, professionals
3- Psychographic
Psychographic
*Lifestyle: struggler, Mainstreamer,explorer, reformer.
*Social Class: Lower class, working class, middle class, upper class
QUESTIONS
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