New Services .docx - CONTENTS Page ACKNOWLEDGEMENTS 2...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
CONTENTS Page ACKNOWLEDGEMENTS 2 CONTENTS 3 LIST OF THE TABLES AND FIGURES 1.0 Introduction of the service organization 4 2.0 Background of the new service 4 3.0 The target market profile 5 3.1 Geographic 3.2 Demographic 3.3 Psychographic 3.4 Behavioural 4.0 The positioning strategy 6 5.0 The proposed marketing mix for the new service 6-9 5.1 Product/Service 5.2 Process 5.3 People 5.4 Physical evidence 5.5 Price 5.6 Place 5.7 Promotion 6.0 Conclusion 9 7.0 References 10-11 8.0 Appendices 12-13 pg. 1
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
1.0 INTRODUCTION OF THE NEW SERVICE ORGANIZATION Uber is a transportation organize organization situated in San Francisco, CA that makes portable programming associating travellers with drivers of vehicles for employ. Clients can hold a driver through Uber's portable application, and in addition track the area of their held auto as it drives to the client's area[EeA16]. UBER gives advantageous, economical, and safe administrations to clients around the globe. The appeal of UBER is that it enables clients to utilize innovation to discover a ride adjacent effectively and rapidly. In extra, Uber offers a few unique levels of evaluating, contingent upon the sort of vehicle the client saves. UBER has been fruitful because of their organization characteristics of straightforwardness, openness, effectiveness, and effortlessness. In more than 300 unique urban areas, UBER can give different administrations to each sort of client with the aim of obliging all purposes behind travel and last goals. In spite of the fact that UBER has discovered awesome achievement around the world, UBER still confronts strengths that shape their opposition inside the transportation business.[EeA16] 2.0 BACKGROUND OF THE NEW SERVICE Uber became successful mainly related to the convenience and cost saving of the services bring to the customers. From the reason being, Uber are able to venture into new service focusing on the core value of the company, such as Car rental and leasing services. Cost of ownership of vehicle are expensive, as well as service and maintenance of vehicle, public transport are inconvenient unless it is within the City Centre, especially Asian countries. The monthly cost of ownership of a vehicle in Malaysia is easily over RM1,000 not including depreciation, and the owner need to bear the risk of low dispose value of the vehicle in future. For organisation, buying, maintaining and disposing a company vehicle is very hectic and troublesome, in order to comply and fulfil regulations, accounting and tax implication, reporting purpose and mostly importantly the cost is very high. Thus offering car rental service in Malaysia are able to cater for the market needs and complete the full range of services offered by Uber currently. With the increasing number of customer using car hire services and some might want to drive but prefer to rent a car, UberRent are going to create a new segment of customer base to increase the market penetration of the organisation.
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern