Marketing communication plays an important role in every single organisations so that benefits can be gained in order to promote products and services which is being offered by them (Belch and et. al., 2014). It has been located that companies can use various marketing channels and tools in order to bring goods and services that they are offering at marketplace (Belch and et. al., 2014). This element helps a firm in communicating its message so that to attain its goals and objectives right on time. Under this report firm which has been taken that is Uber which is a ride sharing company. It was found in 2009 by Travis Kalanick and Garrett Camp. Firms headquarter is in San Francisco, California, United Kingdom. Assignment is going to include analysis of business purpose, buyer and etc. along with this, critical evaluation of communicating strategies that has been utilised by Uber.
Analysis of components that may affect marketing communication of Uber
Business context: Uber is a leading online transportation company of the world which is headquartered in San Francisco City of USA. This firm offers taxicab and vehicle services to citizens by giving an online application to users where they can submit a trip on a desired location. It uses own software program to operate, develop and market the transportation business in almost 66 countries and 547 cities of the world. This company provide Uber App which is being used by citizens of nation that helps in sending request to drivers of Uber car who are near to him/her. Along with this, they are rapidly analysing the environment considering all the perspectives of consumers and plans strategies so that to gain competitive advantages at marketplace. It is much needed for them to keep on locating areas and formulate designs of strategies so that they can grab attention of customers in ample number (McGraw-Hill Education.Castronovo and Huang, 2012).
Buyer context: Customers are essential for each and every kind of company as they termed as end user of any products and services. In context of Uber, it is fundamental for them to analyse their target market; therefore, they will be able to cater services to them accordingly. Basically, they targeted youngsters for their administrations. As they know how to use application of company for bookings. Buyer context of the company stated that they want a good quality services which enable them and render a feeling of sense of relief. As per this, this signify and provide a slogan by a company of family. As Uber caters quality administration with appropriate amenities which should be define as buyer context of a company. To enhance the profitability business customer base, they will provide some guidance to other individuals so that they will get attracted towards them. In this manner, they will be able to increase their profits and market share in an effective manner (Danaher and Rossiter, 2011). To retain clients for maximum time span, some offers will be given to them as well. In addition to this, they have to resolve issues of clients within limited duration' this helps to build their brand image in the marketplace. it helps to attain the profitability of organisation in order to attain the effectiveness in performing different types of activities which areperform by the employee working in the organisation. This organisation recognises the buying behaviour of client and implement different types of strategies in order to fulfil the desire of the customer. There are different types of services which are availed by the different types of customer present in the marketplace. This leads to maximise the level of profit of the company in effective manner. it also aids to accomplish different types of task of the organisation in stipulated time period.
Segmentation of consumer: it is very essential for the customer in order to determine the buying behaviour of the different customer. The management of the Uber needs to collect the possible information as the possible and segmentation which must be carried on the basis of age, sex, location, demographic and non-working grounds. The customer needs to analysis should be measurable, accessible and distinguishable so that segments are characteristics which are basis of the distinct feature and are determined as on the basis of distinct feature and are considered worthwhile. For instance,Uber can take distinction of people on the ground of performing work and non-working class and in order to accomplish different types of task which are accomplish by the employee working in the organisation. This helps to maintain the effectiveness in performing different types of activities in proper manner (Belch and et. al., 2014).
Developing of customer profiles: this is important for the organisation to gather appropriate information and the relevant data which are related to the loyal customer of as well as their different features like proposition, objection, media, communication, demographics, responsibilities, background quotes, common language and many others Uber has been facing tough competition across while world like Gab Ola and many others. In UK more than 12% of the adult individuals are using on regular basis to ride in which more than 38% of entire services user are opting the ride sharing service for their process. In order to attain the goals and objectives of the organisation of the company. There are different types of approaches which are implemented in order to attract large number of customer. There are various types of strategies which are adopted by the company in order to enhance the productivity of the organisation in effective manner. this aids to attain the goals and objective of organisation (Danaher and Rossiter, 2011).
Discover their Demand: This is the next steps of consumer context in which the requirements of the consumer are being analysis in order to understand the major concept along with developing a new service according to the needs and requirement of the organisation in effective manner. this aids to attain the effectiveness in performing various activities in proper manner. Company has determined the demand which made by the different customer and the management provide different types of activities and operation in order to maintain the effectiveness of the different types of functions of the organisation in proper manner. it aids to maintain the effectiveness of different activities which are perform by the different employee working h the organisation in effective manner. the company needs to accomplish different types of activities of the organisation in proper manner. this leads to maximise the level off profit ifthe company in effective manner. this aids to boost the morale of the employee working in the organisation.
Bridge the gap: Outline and research are needed in order to manage the effectiveness of the demand and desire made by the customer as the management aids to assist in determining the various requirement made by the organisation. By determining the needs and demand made by the customer of Uber. The management of organisation needs to acquire the demand made by the customer which aids to attain the effectiveness in performing different typesof activities by which the organisation can bring better perception towards the customer and it aids to increase the profitability made by the organization in effective manner (Shah, 2011). in order to bridge the gap organisation, implement different types of policies and norms which helps to solve different types of issues which are arises during performing different types of activities of the organisation.