Table of Content

Executive summary
:……………………………………………………………………………………..2
1.Introduction of Organization:...............................................................................................................2
2.Vision Statement:.................................................................................................................................3
3.Mission Statement: ..............................................................................................................................3
4.Industry Introduction: ..........................................................................................................................3
5.Critical Success Factor: .......................................................................................................................4
6.Situational SWOT: ..............................................................................................................................6
7.Market Summary: ................................................................................................................................8
8.Market Analysis: .................................................................................................................................8
9.Uber Strategies: ...................................................................................................................................8
10.Target Market: ...................................................................................................................................9
11.Postioning:........................................................................................................................................10
12.Marketing Mix:.................................................................................................................................10
13.Physical Evidence: ...........................................................................................................................11
14.Building Customer Relationship :…………..………..…...……………….……………….….…….12
15.Service bluepints:………………………..…………...…………………………….……….……….12
16. Marketing research :........................................................................................................................13
17.Service process:................................................................................................................................13
18.Flower of Services:...........................................................................................................................13
19.Perceptual Mapping:.........................................................................................................................14
20.Chase Strategy..................................................................................................................................14
21.Service cape…………………………………………………………………………………..……..15
22.GAP Model……………………………...…………………………………………….……..…..….15
23. R&D………………………………….……………………………………………………………..16
24. Financial Budget……………………………………………………………………………………17
25. Sales forecast…………………………………………………………………………….…………..17
26. Implementation Milestones…………………………………………………………….…………...19
27. SMART Goals…………….…………………………………..……………………………………..19
28. Differentiator & In Summary………….….………………………………………………………….20
29. Marketing Plan…………….. …………….………………………………………………………….20

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Executive Summary
The specific environment, which is the set of forces and conditions that operate beyond an
organization's boundaries but affect its ability to acquire and use resources to create value, of a
company is impacted by their customers, distributors, unions, competitors, suppliers, and the
government. Specifically, according to survey, the majority of Uber customers are between the
ages of 28 to 60. The USP of Uber is that it not like the traditional taxi business which believes
in owning taxi and employing taxi drivers, rather it connects the passenger to a taxi driver and
takes a share of the fare. The range of services that Uber is offering are Uber X, Uber Go, Uber
mini, Moto, Auto, Uber delivery, Uber EATS. In the case of upfront pricing, the prices are
available to the customer before the ride begins. As for regulators, Uber seeks compliance and
responsibility within the law, within a threshold that also allows it to obey the laws of the market
itself. Uber has a wide range of team that deals with customer’s complaints and tries to resolve it
on the time. It's imperative to decide the number of individuals joined uniquely to exploit the
complementary lift, and the number of individuals proceeded to utilize Uber for future methods
for transportation. Service process: The service process of Uber is designed to be simple and
easy to interface. SMART Goals: Specific: Uber needs to uphold its remarkable name because
it's the root of its success and reputation.

Introduction of the Organization:

 History of Uber:

Uber was founded in 2009 in America and it is being controlled by the

American technology company, in the beginning uber had just ride hailing services but now
company is offering different but innovative services which were offered by uber in the
beginning and now other companies are following these are the services like, food delivery/
(Uber Eats), package delivery, couriers services and freight transportation. Company is offering
services in almost 900 metropolitan cities. Uber is offering services via online business/ E
commerce and its earnings are directly contributing to the world’s gig economy and is one of
major source for gig economy’s boom. Uber has over 90 million active users who are using
different services offered by the company, this is the main reason behind largest market share in
ride hailing industry and food delivery services. Company after touching sky heights now has
acquired and takes over the Careem which was its biggest competitor and now both the
companies are working in their own domains with own server and applications.

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  Uber in Pakistan: Uber started its services in Pakistan in August 2016 and famous
taxi services because of services option available and have largest market share in
Pakistani industry. Uber covers almost 70% share of the market and company is market
leader in Pakistan taxi services. Company in Pakistan doesn’t have same services as it has
in other countries. Uber has more advantages due to first launch in the market and having
differently innovative services. Almost people of all the metropolitan cities of Pakistan
are using the services, on the other hand service uber eat is going to be introduced very
soon in Pakistan which will increase overall earning and market share of the Uber.

Uber Vision Statement:

 “We ignite opportunity by setting the world in motion.”

 Uber links people and with places, people and opportunities. It diminishes the idea of
waiting or postponing work or leisure and helps individuals to satisfy their needs. To
accomplish this Uber has a wide range of services and wider range of level of services so
that everyone can buy according to their pockets.

Uber Mission Statement:

 “Transportation as reliable as running water, everywhere for everyone.”
 Uber's mission statement is concise but to-the-point. In fewer than 10 lines, it flawlessly
summarizes everything about the firm, from its operations to how it intends to achieve
its purpose.

Industry Introduction:
Online taxi a service has made a late entrance to the Pakistani market, but not one
without much exhibit. Careem made its way here from Dubai in late 2015, trusting to set up a
decent footing among the expanded rickshaw rates and shakiness of commercial transport. But,
after half year afterward, other taxi service such as Uber entered to the market of Pakistan
Together, the e-cab industry of Pakistan rapidly got to be a budget favorite for consumers, and
their significance within the e-commerce division is presently unparalleled but perhaps by a
select few. Despite the competition, Careem proceeds to preserve an outstandingly solid

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advertise nearness and an ever-increasing development rate. But now when careem is acquired
by the uber other companies are entering the Pakistani market. A Chinese firm is all set to launch
an elective cab benefit in Pakistan to compete with Uber and Careem, at long last bringing a few
alter to the stagnant ride-hailing market of Pakistan. The expansion of the Buraq Taxi Benefit by
Time Saco and the encourage development of neighborhood ride-sharing companies such as
B4U cabs will permit a solid competition to rise once again, breaking the imposing business
model of Uber and Careem and permitting the clients to appreciate rides at lesser admissions,
and the person drivers to possibly win more. Since Careem was obtained by Uber, a virtual
restraining infrastructure has existed behind the clear double nature of the online taxi services.
Within the previous year, workers alongside clients have complained around the increment in
passages and the diminishing in driver rewards. This endless advertise share is allowing them to
oversee prices per their will; due to the need of control within the matter. However, it isn't too
late to create a few changes in the taxi services market. The government can actively make
controls and pass way better to handle the companies in good ways as companies are going to
start business one after one in the Pakistani market, this is because of opportunities available in
the country.

Critical Success factors of Uber:

• Benefits to customers:
Uber is a problem solver for riders. It may be a problem solver to begin with, since the benefit
gives a ride for those people who require taxi cab services at reasonable costs. There are millions
of individuals, over major cities who utilize such administrations and Uber has de-monopolized
the taxi cab benefit and reevaluated it in each way. Uber is additionally settling up the structure
of the cab industry and making the industry more legitimate. It is doing this by giving rides that
are clean, advertising up quality client encounters, and tolerating distinctive shapes of
installments.
• Benefits to Uber drivers:
Clients aren't the only ones encountering constructive outcomes from the execution of this
service. Uber drivers are additionally profiting. The organization is making occupations for
drivers and small organizations that are experiencing issues looking for some kind of
employment around there. As the organization doesn't employee the drivers through the help,
they do interface qualified drivers with clients who need rides situated inside a predetermined
topographical territory. Functioning as a driver can earn some upwards of 4500PKR each day,
which is the sum a cab driver stands to make in one weeks’ time all things considered.

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• Uber as early adopter:
Uber had a lot of achievement when the early adopter tto local area started to pay heed and
utilization of the innovation. They knew opening in the San Francisco region was shrewd
proceeds onward their part as they would approach an exceptionally intuitive to local area who
might take interest, and be searching for administrations that would improve their personal
satisfaction. They likewise discovered achievement since they tracked down that the taxi market
in the space was not the best quality and was not broadly utilized by the occupants, so their
business construction and administrations would look to improve the quality and taxi
administration. Uber started to market to these people. They did this by facilitating technology
occasions. One of their great thoughts was to give individuals from the local area complementary
lifts through the administrations and host mindfulness gatherings for the individuals who might
no doubt participate in using their administrations. By moving with this opportunity attained
thinking Uber did integration in business and moved to other countries, Pakistan is one of them.
• Uber as word of mouth:
The early adopters of Uber in the local area saw that Uber gave an answer for the weak taxi
industry in their areas. As they appreciated the complementary lifts, and tech occasions
supported by the assistance, they started to get out the word. The tech local area took to web-
based media destinations like Twitter, and their web journals to tell their companions, and fans
about another approach to get a ride around there. As they spread the word, Uber saw
development in its business. Many noticed the achievement came from the amicable and quality
experience they got from participating in the administrations, and how it boost up better
compared to its opposition. The actual organization additionally noticed that a large portion of
the development related with the business comes from informal exchange by the clients who take
parts in using the administrations services.
• Price Flooding
Another factor that has added to the development of the organization is price flooding. This
implies that as the interest for rides in the city increment, the cost for Uber administrations
increments too. While a few riders don't see the value in such expands its incredible for Uber.
Remember this; significant urban communities have significant nightlife. Say if a tempest broke
out, or ice was out and about, individuals would without a doubt need another person to assume
the liability of getting them home protected, without flagging down a taxi that can be
questionable. In such a circumstance one could press a fasten and have a Uber driver appear with
occasion and hail them away. It’s a matter of accommodation. Such accommodation, and
extravagance, can frequently come at a weighty cost. Uber makes certain to deliver a notice
before costs of booking start to increment as request increment. Even after costs flood, Uber
reports that there is truly has been no adjustment of the measure of riders participating in the
services. They likewise were managed the cost of free exposure and publicizing in such cases.

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Likewise, while cost flooding happens, infrequently, Ubers evaluating is still reasonable with
regards to riding in extravagance at the press of a button.

• Revolutionizing old industry

Today Uber is upsetting the market of taxis and transportation in general. The organization is
changing the substance of taxi services. They are doing this by changing vehicle possession and
transportation, and re-designing and presenting it in a totally different manner. Uber has more
dark vehicles in world today, than it had previously. Uber is bringing ridesharing services to
parts of the country, and surprisingly the world who have never had the advantage of using
transportation benefits in this way. The business has remarkable development potential, as
financial investors are hustling to get piece of investment in this business.

Situational analysis (SWOT)

Strengths:
1. It is a well-recognized brand
2. It has a high standard of service, verified drivers and cars.
3. Uber has no full-time drivers. As it does not hire drivers, there are no responsibilities
toward employees.
4. Operational cost is quite low. As it relies on customer-to-driver interaction.
5. It has a Very little competition.
6. Cashless system is also introduced so that people can pay through online that is likeable
from customers.
7. Uber offers low prices as compared to traditional taxis. The biggest difference between
taxis and Uber is that Taxis charge per mile (while traveling) and per minute (when not
traveling).
8. The system is convenient for the drivers. They can work flexible hours and even choose
to be a part-time employee. Drivers can also reject unwanted clients.
9. High valuation of Uber. Many people are ready to invest on it.
10. Uber has remained consistent in its dynamic pricing strategy. It’s “Higher the Demand;
Higher the Price”
11. The business model of Uber is ideal for a customer to driver interaction. Uber has created
a rating system that helps customers rate their traveling experience as well as the driver. This
rating system helps identify the best drivers and monitors the performance of the drivers.
Weakness:

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1. Uber’s brand has received negative coverage over numerous scandals and controversies.
Cases such as sexual harassment and targeted attacks have defamed the company.
2. Uber is heavily dependent on internet connectivity to expand and develop itself.
3. Drivers are the face of the company and thus the company’s image depends on the
behavior of drivers towards the customer.
4. The idea can be easily imitated. Nothing will prevent competition from presenting the
same product.
5. Very Unpredictable business model.
6. Customers may question the privacy concerns regarding their data
7. Bad treatment in some cases from both sides’ drivers and costumers
8. A not significant number of drivers are available on Eid days
Opportunities:
1. Rise in number of Uber drivers will reduce the Estimated Time of Arrival. This will make
Uber more liked. The startup will get more revenue and drivers will be profited as well.
2. Uber can increase the valuation. This might appeal more investors. As a result, Uber will
have more money to operate.
3. Additional services like transporting older patients to hospital, transporting children to
school and transporting pets to the vet can be offered.
4. Currently, Uber operates in 22 cities of Pakistan, they can use the market development
strategy to expand its market.
5. Uber and Careem have reached an agreement for Uber to acquire Careem for $3.1 billion
now its opportunity for both companies to rapidly expand and capitalize on the region’s
underpenetrated mobility opportunity and growing digital economy
6. Increasing adoption of online services by customers will also enable Uber to provide new
offerings to the customers in the Entrepreneurial finance, Mobile industry
Threats:
1. Drivers aren’t happy with the low-profit margins. This might lead to bad publicity. This
can in turn discourage the new drivers from joining
2. Increasing competition will ultimately decrease prices. This will discourage drivers from
joining the startup in new markets. This will result in the loss of customers. Uber’s revenues will
decline.
3. As new markets and drivers are joining, fraud and scandals are also increasing. It is
damaging for the brand

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4. With competition on the rise, customer and employee retention can prove to be a
challenge for Uber.

Market summary:
There is no doubt that the customers love Uber. They enjoy benefits of the service. Apart from
the fact that it is convenient, they like how Uber helps save time and money. But, governments
and drivers often hate Uber. To main its customer-centric approach, the company charges a very
low price. This is why the drivers do not have a high-profit margin.

Market Analysis:
Uber is currently working in 22 big cities of Pakistan. Its target market is the middle class and
upper middle class who use taxi and local transport but able to pay extra for convenience travel.
Uber has the competitive edge of being a globally well-known brand but on the other hand
careem is giving a tough time to Uber by working 29 cities of the country and giving many more
facilities. Uber must go for other underserved cities of Pakistan like Hyderabad and Multan as
there are number of populations that are willing to pay for Uber.

Uber Strategies:

Uber uses some strategies to gain the upper hand and make a better positioning in the minds of
customers.

These are the following strategies it uses:

1. Branding

Uber has built and positioned its brand with simplicity so that it is easier for people to retain its
image in their minds. Uber has successfully communicated its message that this service allows
drivers and commuters to meet. so, it’s simplicity in its function and meaning has created a lot of
brand awareness.

2. Cost Awareness:

Taxi services are high priced and mostly it is not known how much your ride will cost so it
leaves the rider unsure and worried about the cost. For this reason, many commuters ride public
transports. Uber gives the ride in cheaper rates and you know the exact range ride will charge
you. The transparency also wins the loyalty.

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 3. Technology:

Uber app is one of the best apps that is simple to use and has many good features as well. Uber
connects drivers to riders. It has GPS system which can track as well as connect rider to the
closest driver. It has option of credit card transaction and well as reserving a ride.

4. Customer Service:

The app has rating system where you can complain and rate the drivers. Issues are dealt with
immediately once complain is issued. Most of the time the issue is resolved in the favor of the
customers.

There are many more strategies used by Uber but these are the prominent ones.

Target Marketing:
The specific environment, which is the set of forces and conditions that operate beyond an
organization’s boundaries but affect its ability to acquire and use resources to create value, of a
company is impacted by their customers, distributors, unions, competitors, suppliers, and the
government. All forces impact Uber and how the organization reacts to its general and specific
environment. The target customer segment that Uber is trying to attract to its company are people
who do not own a car, don’t want to drive themselves, want to travel in style, or want a cost-
efficient cab waiting for them at their door.
Specifically, according to survey, the majority of Uber customers are between the ages of 28 to
60. In addition, the typical rider is male (60%), has at least a bachelor’s degree (80% of riders),
and are considered to be affluent (56% of all rideshare passengers reported a household income
of at least Rs.71, 000).
As changing the trends, Uber’s like in pandemic situation, Uber started the Uber delivery option/
package delivery option to target those market whose want to order food, send and receive parcel
within the same city.

Positioning statement/ Unique selling proposition of Uber (USP)

To: Anyone just about anywhere with a credit card and smartphone who needs a local ride,

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Uber is the: Next-generation taxi service
That provides: a simpler, more convenient and higher quality transportation experience than
conventional taxis.
Because: Of Uber app which makes hailing and paying for a ride easy, convenient and reliable
and our personal vehicles feel less commercial/industrial.
It is founded in 2009, the Uber service is currently available in 22 cities across the countries. The
USP of Uber is that it not like the traditional taxi business which believes in owning taxi and
employing taxi drivers, rather it connects the passenger to a taxi driver and takes a share of the
fare.

Service Marketing Mix:

Product:
Uber is a service company and it does not sell products. The global transportation technology
company has clear advantages over regular taxi. These include clear overview of pricing prior to
booking, one-tap rides, follow drivers on map, cashless convenience and fare splitting, as well as
feedback options.
The range of services that uber is offering are Uber X, Uber Go, Uber mini, Moto, Auto, Uber
delivery, Uber EATS.
Place:
Despite being active in more than 22 cities, Uber does not have too many offices due to network
nature of its business model. Anyone can become a customer at any time, simply by
downloading Uber app.
Price:
Uber’s concept of taxi services was mainly based on availability and affordability. However,
apart from economy options it also makes premium options available on demand. The economy
options are meant to save costs. Uber saves costs on infrastructure and passes the benefits to its
customers. Its competitive pricing strategy has become major trouble for competitors. Uber
either calculates the prices upfront or right after the ride is over. In the case of upfront pricing,
the prices are available to the customer before the ride begins. These costs depend on three
factors that include a base rate, rate for estimated time and distance and the demand for rides in
that area. In some cities, prices are not available upfront. In their case, the passenger is charged
either a minimum fare or a fare based on the trip’s time and distance.

Promotion:

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Uber mainly promotes its business through its website and app. However, the brand has also
created a lot of buzz through its differentiated services which generated a lot of publicity and
word of mouth marketing. It remains in news regularly and apart from the news sites is also a
subject of discussion in tech circles. It actively promotes itself on social media too. Uber
promotes its brand on and its newest deals and discounts on Facebook too. Sometimes it
addresses customer concerns too through social media. Uber has also faced a lot of criticism and
protest over management and other practices. These things have mostly damaged its reputation in
several markets, in some of which it is also facing legal action
Physical Evidence: The only physical evidence of its service is its taxis and taxi drivers.
Process: When you have to hire a taxi, you just need to enter the necessary details in your app
and the nearest taxi will come to pick you. You are given an upfront fare that you can pay
through the app or to the driver. Either way, you can do it all seamlessly using the app. Just get
into the taxi when it arrives and get down when you have reached your destination.

People:
Uber has more than 12,000 people working for it including the satellite customer support and
leasing agents. Apart from it, Uber has created jobs for millions of taxi drivers too around the
world.

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 Building Customer relationship
The customer relationship involves three sides: customer, driver and regulators.
Uber’s focus is predominantly on the customer. If the company has no credibility with the end
user, then it has no reason to create a relationship with the other two. Transparency regarding
time and prices, as well as confidence in security and privacy are essential here.
Uber’s second largest customer is its own driver. Since the driver is not an Uber employee and
their vehicle is not Uber’s property even though there are several lawsuits around the world in
this regard the company needs to offer them attractive working and payment conditions to keep
its business running.
As for regulators, Uber seeks compliance and responsibility within the law, within a threshold
that also allows it to obey the laws of the market itself. CRM makes it easy for Uber to track all
of its interactions with the public. If there is a complaint, Uber’s team knows exactly who’s
dealing with it, and how far along that team member is to reaching a resolution. Uber has a wide
range of team that deals with customer’s complaints and try to resolve it on the time. Like
whenever some face any problem regarding anything so customer just need to write the
complaints within the app and then the consumer gets the response on the time so that the
customer and the team do chat on the matte

Service Blue Prints

Customer Download Register as Add drop Send a Received a Passenger Passenger Passenger Rate the ride
action Application a passenger of location request for notification board and reached the pays for a according to
Confirm confirm of driver driver final ride experience
pickup detail and start the destination
status of ride ride

On- stage Be accepted as a Greet passenger Ensure to get

driver after
Clean car & prepare Receive
employee for requests for ride destination
background Start the ride
payment
contact logon to app safely
check

back- stage Create

Identify Confirmation
employee passenger Send text message Process
of destination Notification
contact location of display waiting time
profile entered by of “end trip’ payment
passenger customer

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Support Background Car Record of ride Rating and
reviewing on Discount codes
Process check on driver inspection encounters
passenger collaborations
and driver with events
profile

Marketing research:
Uber use market research to decide the likelihood of achievement and set up the level of need for
their ground transportation service. Certain parts of the advertising system will require market
research. Uber will intently screen its numerous online media handles, and check notoriety
dependent on sees, remarks, likes, re-tweets, and top picks. With the allude a companion special
piece, first time clients will acquire a complementary lift and give a complementary lift to a
companion. With this, Uber will be searching for quantitative information dependent on the
number of new clients are presented dependent on the advancement, and the number of clients
make accounts. It's imperative to decide the number of individuals joined uniquely to exploit the
complementary lift, and the number of individuals proceeded to utilize Uber for future methods
for transportation.

Service process:
The service process of Uber is designed to be simple and easy to interface. The service can only
be used from your mobile phone.in order to book a ride, first the customer have to download the
app and create an account which include your personal information, pin location. The booking is
very easy with an automated, consistent process.
When you use your Uber app to request a ride. Enter your drop of location where to go? Then
nearby driver-partner accepts your request, your app displays an estimated time of arrival for the
driver-partner heading to your pickup location. Your app notifies you when the driver-partner is
about to arrive. Uber app also provides information about the driver with whom you will ride,
including the first name of driver, type of vehicle, and license plate number. When you arrive at
your destination, your trip ends. Your fare is automatically calculated and charged to the
payment method you've linked to your Uber account. Uber app will ask you to rate your driver
from 1 to 5 Stars. Uber's feedback system is designed to foster a community of respect and
accountability for everyone.

Flower of Service:

Information

Safe Order
keeping taking

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Core
Hospitality Ridesharing Billing
Transport
 Consulatio
Payment
n

Facilitating
Supplement
ary Services

Perceptual mapping:
High Brand
Equity

Low quality
High quality

Low Brand
Equity

In the upper diagram of perceptual mapping, Uber and Lyft offer similar services, and that
explains the similarities in the perceptual maps. Uber scored higher than its competitors that offer
app platforms because its platform enables customers to build relationship with the company and
the driver unlike the competitors’ apps. Uber scored 5 in safety since the driver partners are
required to have a specific insurance cover, failure to which they incur heavy costs. In
comparison to chauffeur, Uber is relatively cheaper and available since it does not require prior
booking. Train and buses are inconvenient although safer than another competitor.

Chase strategy:
Uber was a comparatively a late entrant in Pakistan. Roughly six months later, starting
operations in Lahore in March it says demand has gone through the roof and it’s struggling to
keep up. Pakistan has been one of Uber’s fastest growing markets globally. Lahore was one of
the fastest growing cities we’ve had across the Middle East and Africa region to reach the
volumes it’s reached. Karachi’s gone one step up, it’s been one of the fastest launches we’ve
seen anywhere in the world even compared to cities like London and Paris

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 Service cape:
The services cape can be defined as the environment where the service occurs and the customer
and interact with provider. The Uber’s services cape is predominantly based in the App where
customers book their ride and choose the vehicle where customers are, during the service
delivery.
Consequently, the services cape can influence the satisfaction of the consumer. the most
important element is the cleanliness of the vehicle. It positively influences customers’
satisfaction, customer trust. Firstly, the quality of the vehicle enhances the customer trust by
using the service that provides a positive impression of its functionality on customer’s mind.it
has also positive impact on drivers when their vehicles are more reliable they become more
confident. This could improve the uber service cape by ensuring all drivers clean their vehicles
weekly.

GAP Model:

Customer’s expectation

GAP5

GAP4
External communication
Customer experience
to customer

GAP3
GAP1

Satisfaction

GAP2

Manager perception of
customer expectation

Gap 1 is between what customers expect and what is the managers’ perception of customer
expectation - Clearly survey research is a key way to narrow this gap. A highly paid executive
expects cabs to be available at earliest possible, and is less concerned about the pricing.

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Gap 2 is between the management perception and the actual specification of the customer
experience - Managers need to make sure the organization is defining the level of service they
believe in what is needed.
Gap 3 is from the experience specification to the delivery of the experience - Managers need to
audit the customer experience that their organization currently delivers in order to make sure it.
Gap 4 the gap between the delivery of the customer experience and what is communicated to
customers what will be provided to customers, or discuss the best case rather than the likely case,
raising customer expectations and harming customer perceptions.
Gap 5 is the gap between a customer's perception of the experience and the customer's
expectation of the service - Customers' expectations have been shaped by word of mouth, their
personal needs and their own past experiences. Cab services Uber actively changes the way it
collects feedback from its riders. This delivers a totally different insight about drivers and riders
Research and Development:
Because the industries in which we compete are characterized by rapid technological advances,
our ability to compete successfully depends heavily upon our ability to ensure a continual and
timely flow of competitive new offerings and technologies, including: autonomous vehicle
technologies. We continue to develop new technologies to enhance existing offerings and
services, and to expand the range of our offerings through research and development (“R&D”)
and acquisition of third-party businesses and technology. Uber expect that research and
development expenses will increase on an absolute dollar amount basis and vary from period to
period as a percentage of revenue for the foreseeable future as we continue to invest in research
and development activities relating to ongoing improvements to and maintenance of our platform
offerings, as well as ATG, Other Technology Programs, and other research and development
programs, including the hiring of engineering, product development, and design employees to
support these efforts.

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 Financials Budget
Uber Revenue:

Year Revenue

2014 $0.4 billion

2015 $1.7 billion

2016 $5 billion

2017 $7.9 billion

2018 $11.3 billion

2019 $14.1 billion

2020 $11.1 billion

Sales Forecast:
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Uber Profits:
Year Profit

2014 ($0.7 billion)

2015 ($1.6 billion)

2016 ($3.6 billion)

2017 ($4 billion)

2018 $1 billion

2019 ($8.5 billion)

2020 ($6.7 billion)

Uber Gross Bookings

Year Gross bookings

2016 $19 billion

2017 $45 billion

2018 $50 billion

2019 $65 billion

2020 $57 billion

Uber trips

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 Year Trips

2017 3.79 billion

2018 5.21 billion

2019 6.9 billion

2020 4.98 billion

Implementation Milestones of Uber Food Delivery:

complete launch in
contract
finalize software, promote Lahore, generate expand in
with
project hires and food delivey Islamabad, revenue other cities
restaurants
drivers Karachi

SMART Goals:

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 fully zero emission platform
Smart

when drivers get electric cars

constructing power stations
measureable
green bus initiative
incentives to drivers
attainable contracts with companies and setting aside revenue

aligns with uber importance to sustainability

relevant

2025-driver transition to electric vehicles

2030-zero emission platform in UK and USA
time bound
2040-globally zero emissions

Differentiators:
Businesses like Uber are known for the creative and unique ideas that they brought in the market.
Uber provides a large range of affordably priced services for individual users and groups as well
as businesses. Uber’s business model has been different and actually gained a lot of success in
very little time. But now it is not the only ride-sharing business that is operating. Uber allows
paying its drivers more than the other taxi services and charging its customers less. The
difference between uber and other taxi companies is that uber doesn’t actually own the vehicles
yet they have the biggest market share in the transport business. Uber gives a very professional
and easy to use apps for divers as well as customers. The app processes payments rides data and
many other security features that helps uber stand out the crowd.

In Summary:
What? 
Uber wants to achieve "foot fall of customer" for services of uber by doing marketing activities.
Also, uber wants to increase their income by increasing customer. All the way competition is
going to be increased day by day with the launch of new companies who are offering online cab
services. This is also triggering to do more marketing and increase to increase positioning in the
mind of the customer, consumer and public. More the placement in the area will increase
customer footfall. Every marketing activity has an objective of earning more than they are
spending. This is also the main objective of the uber to increase foot fall, customer flow and
profit. 

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Who? 
Uber basically is a service for those who want comfortable ride at their door step having different
needs (as uber offering different services), so the target in our marketing strategy is to reach
those who use online uber services, want safe taxi services, want services at their door step, want
services in their office timings, and want pre-confirmed rides. 
Why? 
Without your existence in the mind of consumer in shape of positioning, through their
psychological targeting because more you are present in mind of consumer the more foot fall
towards you will be. If services are not marketed than there will be not a progressive and
expected footfall and customer flow. To keep existence in mind of the customer uber is supposed
to do market their services. 
How?
Marketing services will be offered specially through social media, Pana flexing, and
telemarketing. Because these are more convenient and focus full targeting strategies and these
are ways to target in limited use of financial resources and reaching more customers.

A Good Marketing Plan:

This marketing plan is for Uber cab service.

Create awareness:
 Uber increased awareness by social media. By posted some advertisements on Facebook,
Instagram
 Word of mouth was their main source of promotion. The people who used it referred it to
others and that mainly how it became popular
Increase engagement:
 First-time discounts: Uber frequently offers first-time promotional coupons to their
customers on signing-ups to get customers engagement. When your first ride is free or
heavily discounted, it reduces the entry barrier for new customers and helps generate
goodwill of the company.
• Loyalty rewards: Uber Rewards is a relatively new service, but the concept of loyalty
programs is tried-and-tested. For every ride, customers earn points they can redeem on Uber
rides so that the customer reuse the services.
• Referral programs: Uber’s referral program can drive loyalty by turning existing customers
into word-of-mouth marketers. Each Uber rider can access a personal recommendation code and
give it to friends and family. Every time a referred party uses this code, the referring rider earns
digital currency to redeem on future rides.
Generate leads:
 Referral through code invitations has increased 10% of their sales.

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Close sales:
 Uber stays connected to customers even after sales by asking for review and ratings.
 They also have efficient customer service for any enquiry placed. They reach the
customer within hours and resolve the issue for them.

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