By late March 2014, the ridesharing firm Uber was on a roll, quickly expanding service to untapped markets and gaining new, enthusiastic customers, as well as several vocal and visible detractors. Uber's revolutionary organization of the supply-demand matching procedure produced eager customers who recruited others. Buzz marketing and competitive recruitment of drivers augmented growth. Unlike Tesla, which combated to sell cars directly to people, Uber created value with the addition of a layer between limos and prospective riders, organizing the marketplace for convenience and transparency for either side. Where Uber stirred up the competitive equivalent of a hornet's nest was with growth from the livery car market to the taxi service market with UberX. The material allows to get a lively discussion around the business model of the company and also tumultuous digital technology.
PUBLICATION DATE: May 23, 2014 PRODUCT #: UV6878-PDF-ENG
Uber Pricing Strategies and Marketing Communications Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
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