Introduction
Marketing fundamental is the function wherein company analyses the budget and current position in the market. In this report, organization focuses on the internal and external environment which affects the activities at the work place. Under this report, there are various aspects of the marketing fundamental will be studied in the context Uber. The present report covers, company faces many challenges due to some reason and manager adopts the marketing mix for promoting the products and services in the market. Company focuses on the extended marketing mix under which the manager effectively uses the these factor. There are various ways for attaining the marketing objectives and increasing the market share as well.
Task 1
Manager of the Uber requires to analyses of the internal and external environment under which includes the PESTLE and Porter five force models. It helps manager to identify the current position in the market and they produces the products and services accordingly that are explained below:
Political factor- The government regulates the some policies which includes the tax polices etc wherein company follows the tax policy (Lusch and Vargo, 2014). Employees of the Uber pays the amount of the tax which helps government to develops the economy.
Economical factor- This factor includes the GDP, interest rate, inflation and recession under which if the changes in all these factor is directly affected the business activities (Strauss, 2016).
Social factor- Organization requires producing the products and services as per the customers needs and preferences. In this way, it includes the values, assumption, beliefs of the customers towards the products.
Technological factor- The company adopts the advance technology which helps employees to easily deliver the goods and services to their customers on time and attain the satisfaction level of the customers.
Environmental factor- Uber provides the taxi facility to their customers under which they harm in environment. In this way, company requires to uses the bio fuel which helps to maintains the work environment at the work place and maintains the relation with the customers.
Legal factor- Company requires to follows the rules and regulatory frameworks which helps to reducing the unfair practice at the work place and employees behave in ideal manner.
Porter five forces
New entrants- The entry of the company is the low because organization is the technology field and organization faces various issues so they new firm not able to take the risk in this industry.
The threat of the substitutions- Uber company have the strong competitors like ola etc under which the treat of the substitutions is the moderate (Seyedhosseini, Fahimi and Badkoobehi, 2015).
Threat of the suppliers- The threat of the suppliers is the moderate because various company provides the this type of the services.
Threat of the buyers- The buyers purchasing power is high because consumer prepare the taxi under which if the company not able to provides the best services to them (PORTER'S 5 FORCES OF COMPETITION ANALYSIS ,2015 ). In this situation, consumer shifted on other brand which provides the best services at the reasonable price.
Threat of the rivalry- There are various competitors of the company so that the rivalry is high under which an organization requires to provides the best services to their customers.
There are various internal and external challenges which is faced by Uber wherein the government has banned in the various cities in the country. Accordingly, organization not able to expand their business and decline the sales turn over and decreases the overall productivity as well. On the other hand, organization not able to appoints the black taxi driver and several strikes faced by the company (Huang and Sarigöllü, 2014). In this way, the Uber faces the legal issues which is the taken by the UK government under which they fails into provides the minimum wages to their employees.
In order to Uber position in the market and in front of the competitors under which organization provides various services to their customers (Liu, Chen and Balachander, 2016). In this context, the company adopts the advance technology which helps employees to deliver the best services to them from time to time. Manager of the organization able to meet the demand of the customers and attain the goals and objectives of the firm.
In order to set the objective of the company under which set the marketing objectives. Manager of the Uber set the organization wherein employees works for attaining the goals and objectives as well. In this way, corporation increases the sales by the 25% and gain the market share by 30 %. Moreover, management of the Uber fulfils the marketing objective till the end of year which helps employees easily attain the goals and objectives of the market (Bryman, 2008).
In order to evaluate the marketing mix of the Uber under which they easily promotes products and services is the market and attain the goals and objectives of the firm that are explained below:
Product- Company focuses on the product which is provided to the customers under which they provides the wide range of the option and services to them (Crouch and Housden, 2012).
Price- The Uner company adopts the automatically pricing strategy under which includes the high demand in the market and low supply.
Place- The company focuses on the available of the products at the store under which they are available at the application. Consumer download the application which is provided by the company.
Promotion- The company adopts the strong promotional techniques under which they advertises in the news paper, banner advertising and social media etc.
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