Muhammad Saad Anwar 22594

Q1) Ansoff matrix is used here

Market penetration is used here by uber as it is trying to expand in existing markets by offering luxury
services to the existing customers. It also uses various different promo codes which helps to expand its
market. Providing a safe form of transformation helps to create a brand image and increase sales in
existing market

Diversification :Uber has targeted other markets aswell in the form of uber eats. Targeting food market.
Used takeaway services aswell in the ice cream services

Market development: expanding into new markets. As they were first located in san Francisco then
moved to 760 new area example Thailand.

Product development: currently it has an extensive range of products for example uber x, uber auto and
uber XI. They have used different vehicles for different range of customer

Q1 B) Uber has used a different approach compared with other. As others have gone for a cheaper
approach, uber went for a luxury approach. To narrow down there options. As it started in a niche
market, then expanded to a mass market. This clearly indicates that It uses a market orientation
approach. This is because they have targeted a different market now. It is a market approach

2) B

3) C

4) A

5) B

6) E

7) D

8) B

9) C