Marketing Strategy & Decision Making Student Number: 19030099

PROGRAMMATIC ADVERTISING

Program: Bachelor in Business

Management
Module: Marketing Strategy & Decision Making
Student Number: 19030100
Teacher: Noelia Perez
Delivery date: 16/01/2019
Number of words: 1.972

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Marketing Strategy & Decision Making Student Number: 19030099

INDEX

1. Executive Summary ........................................................................................... 3

2. Pestel Analysis ................................................... Error! Bookmark not defined.
3. References ......................................................................................................... 9

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Marketing Strategy & Decision Making Student Number: 19030099

UBER MARKET RESEARCH

1. Executive Summary
UBER is a company that arises in the United States but that today is present in many
countries of the world, it arises in 2009. The company is located in the transport
sector, it is sustained through a mobile application where a connection between
drivers and passengers requesting the service is a private service. Countries such
as Chile, Ecuador, Colombia, Paraguay, Peru, Uruguay and others, are making
UBER the best option for transportation in large cities.
UBER has been a company of much controversy due to its decentralization system,
because it somehow moves away from the usual public transport standards, in one
way or another it can be considered a revolution within companies, first and foremost
because the initiative begins with the idea of sharing private transport, in order to
reduce costs in gasoline, tolls, parking and others. In this way the first method of
affiliation was mostly an agreement, over time the application changes, and whoever
owns a private vehicle can join the platform to work at times that fit their routine; thus
users request the service through the platform and the costs are favorable and
affordable.
At first, payments were made only through credit cards, leading to the idea that
UBER was a platform for people of high strata, but to cover more users, UBER allows
payment in cash, and thus anyone can Use the service. Despite the problems of the
company, it performs advertising on other internet platforms, and even other referrals
such as “UBER EAT” are born so that users can order any type of food, and even
new users are given the first Free order or trip.
UBER's potential market is among the young and adult population, young people
usually use it in their group outings to movies, to a park, to parties, and adults look
for the application for the comfort that it drives, and allows them to introduce
themselves to their meetings or places of work quickly and safely. At present, UBER
is still in possession in the main cities of the countries it has reached, and not only
because of its costs, but because it offers security, friendliness and access to any
site, which many public transports such as taxis have stopped offering. It can be said
that UBER is a project created by citizens and for citizens, and that is logically what
shocks governments, although taxi drivers have been harmed, they have done
nothing to improve their system and not allow UBER to stand by over.
What is intended through this market research to preserve confidence in the UBER
project, although there are problems at the level of taxes, other means of transport,
is also to show citizens that economic income can be achieved and their own system
without Relying entirely on government actions, it is a joint project that although

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Marketing Strategy & Decision Making Student Number: 19030099

logically is led by entrepreneurs capable of handling the application's programming,

it is a citizen service for citizens.

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Marketing Strategy & Decision Making Student Number: 19030099

P E S T L E

Although UBER UBER being a UBER, like other UBER was born UBER has failed UBER in an
has been new system, has systems such as from a mobile to be legal in most ecological
considered an denoted another blockchange platform, it is a cities of which it is transport system
illegal company way to work with technology, are a great a part, but this is because it allows
Fernández (2016) transport, as revolution that technological due to the lack of a person who
states in its indicated destabilizes the breakthrough for state interaction already has a
investigation that Cárdenas (2018) government, and its location, with this system vehicle to
“The term of“ “The collaborative although the location, payment and to accept this transport others
transport network economy is an focus of and new alternative. that they may also
company ”dates emerging concept everything has communication have, but at a
from 2012, when both in the revolved around system, as given time they
the“ California company and in taxi drivers, they Fernández (2016) want to share
Public Utilities the general have done states “a new expenses.
Commission economy that nothing to system of
”(CPUC) promotes the transcend their production and
evaluated a new emergence of marketing, as consumption of
model of business new business indicated by goods and
in the passenger opportunities and Cárdenas (2018) services that
transport industry, ideas based on “UBER accepts arises at the
under the communication this rejection as beginning of the
procedure R.12- technologies” part of the 21st century and
12-011, which (p.1) implementation taking advantage
included process and of the possibilities
companies such whose problem is for the recent
as Uber and Lyft not theirs, nor of advances in
”(p.39) the taxi drivers, computer
but of the laws technologies to
that must adapt to exchange and
the continuous share these

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Marketing Strategy & Decision Making Student Number: 19030099

changes goods and

generated by the services ”(p.30)
internet
phenomenon”
(p.31)
UBER has been UBER is a Cárdenas (2018) Fernández (2016) As Fernández As Narváez,
controversial in collaborative “This new “technology (2016) states, a Arrieta and Flores
that it is a system economy, economy has surrounds us and public entity (2018) exalt, "we
that does not pay because it allowed us to take contributes to our called the “Public cannot forget that
taxes, drivers decentralizes advantage of all daily well-being in Service one of the keys to
work as taxi itself from available many ways, but Commission” Uber's success is
drivers without a government resources that everything is issued an order to that drivers can
license, and actions and were more surprising to cease and use their own cars
logically it is a becomes a help underutilized, observe that this withdraw - from to make those
competition for system, a driver receiving income, revolution has English, “cease journeys."
the taxi who wishes to improving taken shape, and desist” - to
environment, as earn income environmental practically, in a that end, while it
Fernández (2016) transports others conditions” (p.30) couple or two was considered
points out in his own vehicle decades” (p.33) that Uber did not
“Focusing now on safely and at a have a certificate
the European low cost. of convenience
level, start As indicated by and public
highlighting the Cárdenas (2018) necessity, legal
case of the “Taking Uber as requirement to be
Netherlands, an example, able to operate
where a Court simply with a normally and that
adopted as a phone you can also had, among
precautionary easily contact and others, taxis. (p.9)
measure - at any time with
preliminary another person
judgment - that willing to transport

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Marketing Strategy & Decision Making Student Number: 19030099

the company it for a fixed price”

should stop (p.9)
working with
drivers who,
without owning a
taxi license,
charged a certain
fee ”(p.19)
For the If analyzed, taxi Society changes Fernández (2016) UBER is
Colombian case, drivers must pay with respect to the “the technology in ecological as
for example, in for a quota, taxes innovations that the TNCs has an soon as the
recent months the and a number of are presented, important role: internal system
application has situations, UBER technology has they allow the also generates a
been overthrown, what it does is brought about a reservation and filter in the
imposing more facilitate the transformation in tracking of the vehicles that enter
sanctions on processes all areas, and in vehicles used to the system, which
those who work through addition to them, undertake the must be in optimal
and use the technology, and transport services journey, manage conditions and it
service, but it is emphasizing its must always think the payment and is even expected
important to emergence, the of users and in provide a way to that the platform
highlight what company has the many countries, control what type at some time only
Narváez, Arrieta policy of "sharing" taxi drivers have of service the drive electric
and Flores (2018) to save, that is lost their charisma drivers have vehicles.
exposes, and that help and and good provided”. (p.32)
is that “the free collaboration. attention, making
Economic users prefer
competition is a UBER.
collective right,
enshrined in the
Political
Constitution, in

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Marketing Strategy & Decision Making Student Number: 19030099

article 333, which

gives all persons
the power to carry
out economic
activities of a
private nature,
provided they do
not affect the
common good,
which implies
responsibilities on
the part of all the
people who have
this kind of
initiatives ”(p.42)

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Marketing Strategy & Decision Making Student Number: 19030099

3. References
NARVÁEZ, B; ARRIETA, Y; FLORES, B. (2018). The case of the Uber mobile
application versus competition protection regime in Colombian legislation.
Justice (33): pp.37-50.
FERNANDEZ, A. (2016). The UBER case: discussion of the problem and legal
analysis. Cerdanyola del Vallès. Universitat Autonoma de Barcelona.
CÁRDENAS, C. (2018). The collaborative economy: the case of UBER. University
of La Rioja