C212 Marketing

C212 Marketing

´╗┐Uber Expansion
Cortez D. Nichols
Western Governors University
Abstract
Uber Technologies aka Uber is an international transportation network company, which has its headquarters in San Francisco, California. Transportation Network Companies (TNCs) provide prearranged transportation services for compensation using an online-enabled application or platform (such as smart phone apps) to connect drivers using their personal vehicles with passengers. Uber is currently utilized in over 65 countries across the world. As UBER continues to grow globally two new products that can help expand its footprint are Uber Pets and Uber DD (Designated Driver).















In order to determine that there is both a need as well as an existing global market for these products we conducted market tests, focus groups, and a customer advisory board. The customer advisory board generated three new service ideas. The new services were Uber DD, Uber Errands, and Uber Pets. All three ideas were pitched to focus groups and put to a vote. Uber DD and Uber Pets received the most positive feedback. Once it was established that a market existed for these services, we conducted market tests to determine profitability. Uber DD and Uber Pets services were offered for 90 days in St. Louis, Berlin, and Tokyo. The addition of these services generated a nine, seven, and an eight percent revenue boost respectively in the test markets.
Uber Pets is exactly what the name states. Currently there is no way for a rider to tell if their Uber driver allows pets. As many people shift to the use of Uber for everyday tasks, this will present a challenge. Many people view their pets as members of the family. This is a global perception. In France there are over 11 million cats and over 7 million dogs and almost one in two households have a companion animal. In the United Kingdom there are over 8.5 million cats and another 8.5 million dogs and 46% of households own a pet....

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