What is the marketing strategy that stands behind Uber success?
Uber was founded in 2009 and since then it managed to go from a small start-up to one of the world’s most successful companies. As the Guardian reports, currently, people from 351 cities in 64 countries use the Uber application (Harris, 2015). Undoubtedly, a big part of its success is due to the work of the company’s marketing department, that is evidently doing the right things right.
What this means is that Uber has adopted an effective marketing strategy. It is generally defined as decisions a marketing manager makes on the company’s mission, its target market, competitive positioning and the needs it aims to satisfy (Kotler, Keller, Brady, Goodman & Hansen, 2012). According to the company leaders’ statements, which are to be found on the Uber’s official website, its mission is to provide a reliable, fast, and easily accessible transportation.
The Uber service can only be accessed through their mobile application, so it appears to be mainly targeted at young people. As for its new delivery service Uber Rush, it is suited for small businesses making deliveries both affordable and quick. Therefore, Uber applies segment marketing. The company has brought significant changes to the transportation industry and differentiated its product offers as well as employment conditions from competitors. Its founders have recognized people’s need to be able to use it on the go without losing any of their precious time. Uber also invests heavily into advertising campaigns that make Uber stand out in customers’ minds.
In conclusion, Uber founders have managed to identify customers’ needs gap and keep up-to-date with the trends in communication and lifestyle. Uber’s concept is an example of how combining a simple idea with modern technology and high-quality service can lead to success, even when it seems an industry is fully developed and there is no room left for further improvement.
- Harris, M. (2015, November 16). Uber: why the world’s biggest ride-sharing company has no drivers. The Guardian. Retrieved from http://www.theguardian.com/technology/2015/nov/16/uber-worlds-biggest-ride-sharing company-no-drivers.
- Kalanick, T. (2014, August 9). A leader for the Uber campaign. Retrieved from
- Kotler, P., Keller, K.L., Brady, M., Goodman, M., & Hansen, T. (2012). Marketing Management (p. 120). Italy: Rotolito Lombarda.
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