Strategy and Positioning Paper

Strategy and Positioning Paper

Christopher Anderson

MKT/421

August 17, 2015

Jim Severnak

Segment and Target Market

Uber is currently aiming at college and younger age people. When they enter a market they use social media and other networking that is used by a younger generation. This ride sharing business model attacks people that may not have a car or don’t want to drive in larger cities. Their currently expanding into more urban communities that have those that feel transportation is more than having their own vehicle. College communities and cities that have a larger bar scene seem to have the greatest success with Uber since the target market is normally located there.

Uber’s future growth plans include adding a upper class market. In their marketing strategy they plan on soliciting higher end vehicle owners that can cater to business professionals. This market segment will expand their demand to those that travel around the world on planes and have no other option than taxi services.

Emotional and Logical Drivers

Currently Uber has the “cool” factor. Since they are reasonably priced they appeal to younger people that want to be part of a collective. With younger generations being the sharing generation this idea appeals to their needs. Feeling like you are on the cusp of the future. With younger people “not doing the norm” is in and Uber is feeding on this desire.

Others that use Uber use it not just for the “cool” factor but because it fits into their needs. College aged people seem to use Uber more than others because they don’t have or feel there isn’t a need for a vehicle. The service can be used when a person goes out and may have a few to many drink also. Using Uber can both be an emotional and logical decision based on the person’s needs. Whether you want to be ahead or the game (the first) or you find taxi services bothersome both reasons are used in Uber’s users.

Boeckel, M., Sprunger, B., Smith, K., & Smith, E. (2012,...