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Agency Brief - Group 5

Uber is an international transportation network company headquartered in San Francisco. It operates a mobile app that connects riders and drivers. The target market includes customers over 18 with smartphones seeking convenient transportation. Competitors include Ola, Lyft, local taxis, and public transit. Uber faces issues like trust, legal classification of drivers, and safety. Future goals are to improve safety, increase social media engagement, and address customer service. The agency will offer social media distribution, content creation, search engine optimization, and customer engagement strategies.

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Ritika Sharma
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66 views6 pages

Agency Brief - Group 5

Uber is an international transportation network company headquartered in San Francisco. It operates a mobile app that connects riders and drivers. The target market includes customers over 18 with smartphones seeking convenient transportation. Competitors include Ola, Lyft, local taxis, and public transit. Uber faces issues like trust, legal classification of drivers, and safety. Future goals are to improve safety, increase social media engagement, and address customer service. The agency will offer social media distribution, content creation, search engine optimization, and customer engagement strategies.

Uploaded by

Ritika Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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School of Management and Entrepreneurship

Social Media Marketing


(MKT628)
MBA 2019-21
Agency Brief for “Uber” in Social Media

SUBMITTED BY:
GROUP - 5
Ritika Sharma (1910120028)

Ashutosh Choudhary (1910120007)

Anuj Yadav (1910120163)

Atul Mishra (1910120135)

Paras Yadav (1910120026)

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Table of Contents
1. INTRODUCTION.............................................................................................................................3

2. TARGET MARKET...........................................................................................................................3

3. COMPETITORS...............................................................................................................................4

3.1 Direct Competitors:...................................................................................................................4


3.2 Indirect competitors:.................................................................................................................4
4. ISSUES FACED BY UBER.................................................................................................................4

5. POTENTIAL FUTURE SOCIAL MEDIA GOALS & OBJECTIVES..........................................................5

6. NATURE OF SERVICES TO BE OFFERED BY OUR AGENCY..............................................................5

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1. INTRODUCTION
Uber is an American International Transportation network company, headquartered in San
Francisco, California, founded in March 2009, operating in over 900 metropolitan areas
worldwide. The organization develops markets and operates a mobile application to accept
requests for rides from consumers with smartphones and then sends those requests for trips to
their drivers.

Uber belongs to a two-sided marketplace category. They primarily serve as a middleman


between the users and the drivers. Uber is also a Software Company, as it operates an app
that acts as the main room for the entire business. Uber was launched with an idea of a luxury
transportation that can be hailed by cell phone, but over the years has grown into something
much more. New services have been provided and can be selected in the application, like
UberGo, UberX, UberPool, UberXL, etc.

2. TARGET MARKET
 Based on whether its supply or demand side, both drivers and customers are treated as target
markets. Drivers with a certain type of vehicle, be it existing drivers working for another taxi
company or anyone with a car who wants to earn extra, and customers who don’t have cars or
who may not want to use a car for certain trips, having smartphones and access to internet is a
potential target.
 Uber targets customers more than 18 years of age (if you are underage you have to be
accompanied by someone who is above 18 years of age), both male and female customers in
all life cycle stages. Teenagers and young adults, being more make a major chunk of the
riders while there is low adoption among older adults and senior citizens.
 Uber primarily focuses on urban and semi urban areas and even though you may find an Uber
in the rural areas the frequency is very low due to a smaller number of cabs and internet
accessibility issues.
 Although it caters to all types of riders, mainly Uber’s target customers are students and
working professionals who have busy and hectic lifestyles and want a cost efficient, quickly
available and accessible as well as comfortable mode of transportation for their day to day
commuting needs. Time and convenience of a hassle free and safe travelling experience are
important to them. They also have a relatively high usage frequency.

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3. COMPETITORS
3.1 Direct Competitors:
 OLA: It is an Indian transportation company. Its services include vehicles for hire and
food delivery.
 Lyft: A US based cab and transportation company with a market share of 28%. It
offers the same service as Uber do.
 Bolt: European based ride sharing company has presence in more than 35 countries.

3.2 Indirect competitors:


 Local Taxis: A famous mode of transportation for tourists and local people; until the
arrival of Smartphone cab hiring service. Local Taxis line up in specific areas to wait
for passengers like stations, hotel driveways, airport etc.
 Public Transport: A relatively cheaper mode of transport that provides mass or
shared transportation to various destinations. It may be by bus, train, Metro etc.

4. ISSUES FACED BY UBER


Uber faces a range of challenges including internal struggles, legal and regulatory problems,
as well as global concerns. Some of them are as follows:

1. Trust issues: Uber operates in an industry where trust amongst strangers is crucial.
However, many UBER drivers have been accused of sexual harassment and passenger
misconduct. There is no adequate background checks and specific defined conditions
for the qualifications of being a driver for Uber.

2. #DeleteUber issue: After President Trump imposed travel ban in 2017, protests and
taxi drivers strike erupted at JFK International Airport. Uber continued to run its
service at the airport and even shut down the price of its surge halfway through the
strike to get more passengers. This caused customer outrage who saw this as
overtaking advantage over strike and putting their support behind Trump. The
#DeleteUber emerged on Twitter, and resulted in many customers stopping using the
Uber app within days.

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3. Classification of drivers as “Independent Contractors” issue: Uber has stated that
all drivers on its network are collaborators and must be treated as “Independent
Contractors”. The Organization has, however, faced numerous legal proceedings
worldwide arguing that the drivers should be considered as employees.

4. Security of Drivers issue: Lots of cases have been reported regarding assaults on
drivers including beating up of drivers, bullying and misbehaving etc. however, the
company failed to take any satisfactory action.

5. POTENTIAL FUTURE SOCIAL MEDIA GOALS &


OBJECTIVES
 Design a safety campaign to increase trust of the customers by restructuring its operations,
policies and redesigning the safety measures
 Increase the amount of traffic and unique visitors on all social media sites by posting more
creative, prompt and attractive content in order to increase brand awareness
 Boost Customer service relationship so that the customer grievances should be addressed as
soon as possible and reaching the concerned authorities should be made easy

6. NATURE OF SERVICES TO BE OFFERED BY


OUR AGENCY
 Social Media Distribution Strategy: Due to COVID-19, there had been a very few posts
and content published over various social media networks. Moreover, earlier also there were
just 4-5 posts per week over social media networks as per secondary research.
 Social Media Content Strategy: We will purely manage all the planning, development and
management of the content to be posted on various Uber social media networks, in order to
attract more traffic and increase brand awareness.
 Search Engine Optimization: To monitor social media networks through keywords and
terms like transportation, free rides, safe drive, etc., when searched by customers, then the
first link to appear at the top should be Uber’s website or download Uber app link.

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 Social Media Customer Engagement: To increase customer engagement over social media
and creating posts highlighting that they care about the customers. To come up with
interesting creatives that emphasize the steps taken up by Uber to ensure safety of the
customers.

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