MAR 100 - 1200

Uber utilizes social media networks to improve their standings; more specifically Facebook and Twitter, YouTube are major social media outlets that Uber thrives on, whether through advertisement or commercials. Uber has a major following, 8-Million followers on Facebook, 1-Million on Twitter and 40-Million YouTube views. 

If Uber were to be sold at this moment, it would be in the “Young married with children” section according to the family life cycle. Uber has just announced an Uber Freight and Uber Bike products and are currently investing in future technology such as self-driving cars. 

Uber main competitive advantages: they are first to create a ride hailing app, because of this Uber is comparable to Apple in brand name to their respective market. One is size, due to Uber’s size; there are many drivers, more supply for consumers which leads to lower prices overall.

Like most successful brands, they contain unique characteristics, one of which is the name that is given. Uber, originally from the Germanic language which means over or utmost or supreme. Uber also has a unique ring to it. When mentioned; Uber, it is immediately correlate to the cab service app.

The selling process of Uber: Consumers download Uber through app store, consumer makes an account with Uber and connects a credit card to the account, Uber uses the GPS function on your phone to determine your location and tells you nearby Ubers and an estimated cost of trip to destination.

This commercial showcases many strengths that Uber has to offer; convenience for customers, availability over public transportation, worldwide operations, convenience for the drivers of Uber, versatility for any situation.

Uber is best retailed as a cab service mobile app, made available for anyone who has a smartphone with Android or Apple IOS installed and credit card available. Due to most Americans with smartphones, it allows them to forgo setting up offices and gives convenience to both company and consumer.  

The consideration set for the customers requesting cab service are Uber, Lyft and local cab services. However, even though there is a consideration set; Uber covers over 70% of the mobile cab service transactions in their prospective territories of operation.

The global vision for Uber is to conquer and control the cab service market via their app. They aspire to become the Amazon of transportation. They have taken over 70% of the ride hailing (cab service) market with the leftover of 15% belonging to Lyft and 5% to local competitors.

The Target Market for Uber is anyone who has decided to download the Uber app and have made an Uber account and anyone who would like to conveniently order a cab using through locations services on their phone.

On June 21, 2017, Travis Kalanick resigns as CEO of Uber. Due to numerous accounts of sexual harassment, unfair opportunities in the workplace, and a plethora of human resource issues; Uber’s board made the executive decision to remove Kalanick and all of the other individuals who participated in these crimes. 

Uber’s strengths: First to create a ride hailing app, brand loyalty, and have cheaper prices than their competitors. Uber’s weaknesses: Costly investments such as self-driving cars, unhappy employees and bad public relations. Uber’s opportunities: Expanding into Asian Market (China) Uber’s threats: Lyft, local cab services, public transportation.  

Uber’s mission statement: Make transportation as reliable as running water, everywhere, for everyone. Uber originally called UberCab, started out in San Francisco, 2011. Since it’s inception Uber has become a international phenomenon and the go-to option for cab service, the company amounting up to 50 billion as of 2018.