Marketing Strategy of the Uber Company in the Global Taxi Service Aggregator Market

2021 ◽  
pp. 170-176
Author(s):  
Irina Kh. Kuchieva ◽  
Zarina Yu. Kaloeva ◽  
Sofiya S. Triandofilova
Keyword(s):  
Marketing Strategy ◽  
Global Market ◽  
Marketing Strategies ◽  
Leadership Positions ◽  
Russian Market ◽  
Technological Support ◽  
Service Portfolio ◽  
Direct Competition ◽  
A Company ◽  
Offensive Strategies

The article focuses on the consideration of the marketing strategy of the Uber company. A strategy is essential when a company enters new markets. It is a difficult task for any business and requires managers to understand the specifics of the formation, management of marketing strategies in both local and global markets. The above factors determine the relevance of the research topic. In connection with the processes of globalization and significant modifications in the technological support of business, activities in modern markets are changing significantly. The purpose of this article is to analyse the implementation of the marketing strategy of Uber in the global market to indicate the characteristics and directions of development. In research, the following methods applied: a comparative, analysis and methodology for developing marketing strategies. The American service Uber is striving to gain leadership positions in the development of the Russian market. This drive drives offensive strategies that combine direct competition for low prices and strategies that increase resources and customers by engaging an audience that competitors have missed. As the analysis of the company’s activities showed, Uber implements a specific marketing strategy as an offensive strategy. As part of the confrontation with the main competitors, Uber actively invests in the promotion and advertising of the service, pays attention to pricing policy to provide opportunities for participation in price competition. The American service Uber is striving to gain leadership positions in the development of the Russian market. This commitment drives offensive strategies that combine direct competition for low prices and plans that increase resources and customer base by engaging an audience that competitors have missed. As a result of the analysis of the market of services-aggregators of taxi services, we can conclude that competition is intensifying both from the main competitors, Gett and Yandex.Taxi, and from indirect competitors. Hence, launching a third-party service will be a reactive strategy for Uber, as chief competitors have already diversified their service portfolio. Thus, the marketing strategy in modern conditions of development is an efficient mean for promoting a company in the international market.

scholarly journals Strategi Pemasaran Produk Olahan Hasil Perikanan pada UMKM Cindy Group

2018 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Eviet Sri Setiyorini ◽  
Bambang Pramudya Noorachmat ◽  
Muhammad Syamsun
Keyword(s):  
Marketing Strategy ◽  
External Factor ◽  
Marketing Strategies ◽  
External Factors ◽  
Raw Material ◽  
Internal Factor ◽  
Factor Evaluation ◽  
Processed Products ◽  
Internal And External Factors ◽  
A Company

Cindy Group is a company grouped as SMEs which produces boiled fish, both traditional and hygienic. Companies to keep their survival in order to survive in a competitive market, must have a strategy to attract consumers to buy their products. One of the best strategy is to evaluate and develop appropriate marketing strategies. The objectives of this research are: (1) to identify and analyze internal and external factors influencing Cindy Group marketing strategy, (2) to formulate Cindy Group marketing strategy, and (3) to prioritize Cindy Group marketing strategy. Based on internal and external factors, Cindy Group formulated strengths, weaknesses, opportunities and threats toward marketing strategy using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE). The total score in the IFE and EFE matrices illustrated that the firm's stable position in responding to external situations. The total IFE score of 3.3436 indicated that the strengths of Cindy Group could overcome the weaknessess very well. Total EFE score of 2.5545 indicated that Cindy Group was good enough to respond the opportunities and minimize threats. Based on QSPM analysis, the priority strategy to be applied in the marketing of fishery processed products at UMKM Cindy Group which was expanding marketing network, maintaining quality, increasing sales service and increasing cooperation with related institutions and cooperatives/other SMEs in order to get raw material access.

Methodical Approach to Developing a Marketing Strategy

2018 ◽  
Vol 7 (1) ◽  
pp. 26-36
Author(s):  
Е. Лукина ◽  
E. Lukina
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Strategy Formation ◽  
Innovation Potential ◽  
Methodical Approach ◽  
Methods Of Evaluation ◽  
Alternative Approaches ◽  
Business Entities ◽  
A Company

The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that distinguishes from the known fact that reflects not just the availability of the necessary resources for the implementation of innovation, and indicates the ability either to generate different types of innovation within the enterprise, or to borrow them from the outside is set out in this article. The reference to types of innovation is the author’s proposal; an advanced algorithm of marketing strategy formation, the author’s matrix of choice for marketing strategies and methods of evaluation of innovative potential of the enterprise as the basis of strategy selection is the part of it.

scholarly journals STATISTICAL MODELING OF CONSUMER PROFILES IN ADAPTATION OF MARKETING STRATEGY IN CONDITIONS OF COVID-19 PANDEMIC

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Jana Aleksić ◽  
Mirjana Landika ◽  
Marijana Barjaktarević
Keyword(s):  
Marketing Strategy ◽  
Service Management ◽  
Residential Building ◽  
Global Market ◽  
Business Success ◽  
Business Activity ◽  
Product Portfolio ◽  
Business Systems ◽  
Complex Activity ◽  
Technological Support

Business activity and the production portfolio of business systems are directed to the consumers’ requirements by marketing activities, therefore, there are situations in which these activities create and stimulate certain needs and requirements. Market creation is a complex activity that affects a large number of disciplines and synergistically creates satisfaction with the product and / or service, which, in a pandemic, is a special challenge for the creators of the product portfolio, especially for distribution channels. Distribution of products and / or services is a key factor of business success in the conditions of social distance and insufficiently developed technical - technological support for the transition to the virtual sphere of business and communication. A useful base of business activity includes adequate modeling of consumer profiles in order to adapt the marketing strategy to them, which ultimately provides guidelines for market positioning as a precondition for business efficiency. Creating consumer profiles requires a model analysis of habits, preferences, talents, personal and socio - psychological characteristics that allow the creation of similar groups, and thus the adaptation of marketing strategies in line with the created consumer profiles. The empirical basis of the proposed solutions enables a confidence in the modeled information, and thus reliability in their objectivness, which enables business flexibility conditioned by external stimuli, such as the COVID - 19, but it can also be used in other business conditions. The aim of the research is to establish a correlation and find answers on how to fit consumer profiles and their purchase under pandemic conditions. Consumer purchase depends on numerous factors, both internal and external, which are valid in regular conditions as well. Considering the current conditions, it is necessary to evaluate consumers’ behaviour during the purchase. Consumer profiling is not universal and cannot be generalized for the global market, especially if it is programmed for providers within a selected geographic unit. The research assumption is that different results would be obtained in another territorial unit and a different consumer typology would be profiled, but this assumption needs to be checked, which opens up the possibilities of new research projects. The research marked off another group of factors, known as factor II, which includes: marital status, number of children, respondent’s age, children’s age, ownership of a residential building and employment status. Consumers’ reaction to consumption is mostly within these factors. Data analysis and generation of management information that profiles consumers can be performed in other territorial units and in other time frames, and they are based on the knowledge of tools for data collection and processing, and then consulting service management - marketing adjustment of strategic commitments and business policy in accordance with the generated results.

scholarly journals MARKETING STRATEGY ANALYSIS USING THE METHOD SWOT AND QSPM IN INDUSTRIAL SCREEN PRINTING INDUSTRIES

2021 ◽  
Vol 1 (01) ◽  
pp. 12
Author(s):  
Septiyan Adi Saputro ◽  
Eli Mas'idah ◽  
Andre Sugiyono
Keyword(s):  
Marketing Strategy ◽  
Screen Printing ◽  
Swot Analysis ◽  
External Factor ◽  
Marketing Strategies ◽  
Grand Strategy ◽  
Matrix Analysis ◽  
Online Systems ◽  
Factor Evaluation ◽  
A Company

Omah Sablon is a company engaged in screen printing. As a company engaged in screen printing, Omah Sablon must be more creative in designing and deciding business missions and marketing strategies that will be applied in the field to be able to anticipate various kinds of changes that will occur. Companies can continue to compete and move in the direction of consumer desires, because basically the company's function is to produce goods and services that can be accepted by consumers as well as to meet consumer desires. The number of sales that have not been stable causes the profits obtained by the company to not reach the target as desired by the company. That is because the production or ordering process from omah screen printing consumers occurs seasonally. Therefore it is necessary to analyze the marketing strategy to increase sales results. In the analysis of marketing strategies Omah Sablon is carried out using the Strength Weakness Opportunity Threats (SWOT) and Quantitative Strategic Planning Matrix (QSPM) methods. The first step is filling out internal and external factor questionnaires which are then analyzed using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, with values of IFE 2.69 and EFE 2.31, which are entered into the Grand Strategy matrix and known to the company located in quadrant I (has a perfect strategic position). Furthermore SWOT analysis to produce alternative strategies. Then from the Grand Strategy matrix analysis can draw conclusions to use the most interesting strategy to be analyzed using QSPM. Then from the results of the QSPM matrix it can be concluded that the most appropriate marketing strategy used by Omah Sablon to increase sales is Procurement of QC systems in the production process as a guarantor of product quality, Carrying out marketing programs with canvassing systems and also online systems in downtown Ungaran and providing fast service. and easy and add product variants.

scholarly journals RUMUSAN STRATEGI PEMASARAN DALAM PENJUALAN PRODUK DENGAN METODE SWOT DAN QSPM (Quantitative Startegic Planning Matrix) (Studi Kasus CV. Bimanda Elektronik Pekanbaru)

2020 ◽  
Vol 7 (1) ◽  
pp. 118-129
Author(s):  
Ahmad Nurul Sabry
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Market Price ◽  
Database System ◽  
Marketing Strategies ◽  
Consumer Loyalty ◽  
Marketing Area ◽  
The Moment ◽  
A Company ◽  
Potential Customers

CV. Bimanda Elektronik is a company engaged in the sale of electronics. Based on a preliminary survey, which is a decline in sales every month in the 2019 period. The marketing strategy used by CV. Bimanda Elektronik at the moment is using word of mouth promotion. This research was  conducted  to  identify and  analyze  the  company's  internal  and  external environmental factors that affect the marketing strategy of electronic product marketing and to design marketing strategies using the SWOT and QSPM methods. Based on the objectives, the company's  main  strength  is  the  competitive  market  price  with  a  score  of  249  and  the company's main weakness is not using a website or database system with a score of 0.092. While  the  main  opportunity  that  the  company  has  is  the  high  consumer  loyalty  to  the company's products with a score of 0.358 and the company's main threat is the number of substituted products with a score of 0.311. By using the SWOT and QSPM methods, there is a marketing strategy that can be used by companies, namely carrying out promotional and advertising activities to attract potential customers and expand the marketing area with a TAS score of 6.568.

scholarly journals Analisis Balanced Scorecard Pada Pabrik Garmen (Kasus:Pt. Handsumtex)“

2019 ◽  
Vol 3 (4) ◽  
Author(s):  
William William
Keyword(s):  
Marketing Strategy ◽  
Balanced Scorecard ◽  
Analysis Data ◽  
Marketing Strategies ◽  
Know How ◽  
Descriptive Research ◽  
Garment Factories ◽  
Internal And External Factors ◽  
A Company ◽  
Total Sales

A marketing strategy is a way of introducing a company in a form or service with a competitive advantage over an existing competitor. Marketing strategy is often used as a reference to prepare the company plan, which from the reference can be poured into careful planning to be used as an idea of the company to run business activities. Garment industry is a fast growing industry due to the technology and demand from consumers in accordance with the era of globalization.This research  has a purpose to get an idea about marketing strategy to improve competitiveness, and to know how effective execution of marketing strategy that have been done. This research was conducted at PT. Handsumtex, from internal and external factors will be made Balanced Scorecard analysis. Data collection techniques with documentation, interviews and observation, descriptive research. The results of the effectiveness analysis of marketing strategy shows an increase in total sales from year to year and serve as a reference to the effectiveness of marketing strategies in competition between garment factories.

scholarly journals MARKETING STRATEGY TO INCREASE SALES VOLUME

2021 ◽  
Vol 2 (2) ◽  
pp. 321-328
Author(s):  
Tarmizi Tarmizi
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Pricing Policy ◽  
Islamic Perspective ◽  
Marketing Activities ◽  
A Company ◽  
Strategy Marketing

Competition between entrepreneurs, especially traders in luring consumers so as to increase sales. And one way is to implement a marketing strategy. Marketing strategies must be done effectively so that sales can increase. Marketing activities generally focus on products, pricing, policy ditribusi, and promotional methods that in this case are known as the marketing mix. Marketing mix activities play an important role for the survival of a company. But marketing strategies are sometimes carried out on the basis of conventional economic principles, therefore in this study will be researched about marketing strategies in an Islamic perspective.

Bentuk-Bentuk Strategi Ambush Marketing Yang Dijalankan Oleh Pihak Sponsor Pada Kejuaraan Djarum Indonesia Open

2016 ◽  
Vol 1 (02) ◽  
pp. 12-23
Author(s):  
Ygnasius Dio Nanda Permai
Keyword(s):  
Marketing Strategy ◽  
Media Coverage ◽  
Consumer Response ◽  
Marketing Strategies ◽  
Sport Sponsorship ◽  
Sporting Event ◽  
Ambush Marketing ◽  
Willingness To Recommend ◽  
A Company

The role of sport sponsorship  as the main option in the marketing communication  has become a very vital part in funding various Ambush marketing related to sport, where a company which is not an official sponsor of the event (official partner) conduct a business that includes their names, products, and services to a sporting event or kopetisi with a marketing strategy that is "unique". The purpose of  this   study   was   to  determine   the   forms   ambush   marketing strategies   taken  by  the  sponsor  in  the  Djarum  Indonesia  Open Championship  and to determine  consumer  response to the Djarum Indonesia  Open championship  against forms of Ambush Marketing strategy.  Results  of  the  study  that  the  shapes  strategy  Ambush Marketing   in  run  Party   Links   Championship   Djarum  Indonesia Open, among others:   the  first  one  that  is,  forms   of   strategies Ambush marketing is run by the Party Links Championship Djarum Indonesia Open is: Sponsor media coverage of the event or ambusher become   sponsors   of  the  various   media   that   include elements of an event, usually by creating events in hot spots around the event took place, a sponsor from the event and perform exploitation campaign   aggressively, making sponsorship linked with the contribution of sports stars as well as engage in Advertising, which coincided with sposnsor event. Secondly, the consumer response is  part of consumer behavior at    the championships  Djarum Indonesia Open can be shown in willingness to recommend the brand or ready in recommending the brand to others,  willingness  to pay a price  premium  for the brand,  namely the decision of use of the brand is based on the price offered price itself  is  inseparable   from  the  values  and  benefits  that  includes products or services offered, as well as willingness  to accept brand extensions  that  decition  in using  an  existing  brand  belonging  has launched a new product.

scholarly journals ANALISIS STRATEGI PEMASARAN PADA PERUSAHAAN JASA KONSTRUKSI KUALIFIKASI BESAR DI INDONESIA

2017 ◽  
Vol 8 (3) ◽  
pp. 394
Author(s):  
Budhi Satrio
Keyword(s):  
Marketing Strategy ◽  
Scale Up ◽  
Strategy Management ◽  
Marketing Strategies ◽  
Small Scale ◽  
Market Segment ◽  
Small Companies ◽  
Business Operation ◽  
Set Up ◽  
A Company

Strategy management is the key for company's success both for small scale up to big scale business. Informal strategy is mostly applied in small companies. However, small company with proper strategy management will be more successful compared to those without good strategies. Using strategies, accompany may have a proactive business operation instead of reactive one.In establishing its own fature, and may set up a good start for its business activities to reach the company's goals. Basically, .from the beginning a company has already had fomwlly  and informally strategies .Sif!n ficant marketing strategies .fiir hig qual fication contractors .fi>r domestic market are, go\•ernment market segment applies marketing strategies with orientation to time superiority, service flexibility and relationship whereas private segment emphasizes on quality and service flexibility. Different market segments apply different marketing strategies; government market segment applies marketing strategies with orientation to time superiority and service flexibility and relationship whereas private segment emphasizes on quality and service flexibility, significant marketing strategies highly affects the marketing success, both in government private segments. Both in gov ernment and private segments have same opportunity for a marketing success, meaning that the opportunity for a marketing success, meaning that the opportunity of achieving success will be the same for different segments.An indicator for the success of marketing is how to increase a profitability and sales growth. A competition among contractors related significantly to the choice of marketing strategy. This is accordance with the marketing strategy.

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