Uber Marketing Plan
Instructions:
Throughout this course, you have explored all elements of a marketing plan. Now it is time to put your marketing plan together for Uber, your marketing manager internship.
Required Course Text
White, S. (2019). Principles of marketing (2nd ed.). Bridgepoint Education.
Chapter 7: Consumers and Their Buying Behavior
Chapter 8: The Marketing Environment
Chapter 9: Managing the Marketing Effort
Chapter 10: Responsible Marketing
Formatting Requirements
The Marketing Plan final project paper
· Must be 11 double-spaced pages in length.
· APA 7th Edition.
· Must utilize academic voice.
· Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
· Must use at least four scholarly or credible sources in addition to the course text.
Part A – General Information and Situational Analysis
Section 1 – Company Background
· Describe Uber and a brief history.
· Summarize the core products and services the company offers.
· Identify direct current competitors and explain why they are direct competitors.
Section 2 – SWOT Analysis
· Complete a SWOT analysis.
· Propose the product or service line you want to develop a marketing plan for.
· Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
Section 3 – Macro- and Microenvironment
· Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macro-environment factors that affect the company’s overall marketing strategy.
Part B – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
· Describe your segmentation approach for your proposed product or service and provide a rationale for this approach.
· Describe the target audiences or markets.
· Create a positioning statement.
Section 2 – The Marketing Mix
· Formulate the four Ps for your proposed product or service:
o Product
§ Describe your core product, extended product, and the product concept.
§ Explain how you plan to achieve competitive differentiation by creating customer value in four areas
a. Branding
b. Packaging
c. Support
d. Quality
§ Price
§ Place
§ Promotion with a special focus on digital media and integrated marketing communications (IMC)
Section 3 – Global and Ethical Considerations, and Conclusion
· Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
· Discuss the company’s policy or philosophy on one of the areas below:
o corporate social responsibility (CSR
o green marketing practices
o ethics
o ethical marketing
o diversity, equity, and inclusion (DEI) practices.
· Conclude with a summary of your plan and why it deserves to be funded.
Helpful Tips
· Part A
o Section 1: Understanding the background of the company will help you complete the SWOT analysis. Use your Week 2 assignment.
o Section 2: Propose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy. This is your idea, so use the SWOT analysis to defend it. Use your Week 2 assignment.
o Section 3: Use the information you researched and analyzed in the Week 4 presentation to complete this section. Analyze some micro- and macro-environment factors affecting the company’s global marketing strategy. You need to provide enough details about the information you included in your slides to incorporate it with the rest of the paper.
· Part B
o Section 1: Use the information you researched and analyzed in the Week 4 discussion forum, Finding and Targeting Your People. You must beef up the information you discussed in that forum to align it with your overall marketing plan. Also, review and refer to chapter 7, Section 7.3 of the course text, Principles of Marketing.
o Section 2: Spend considerable time completing the four P’s of your marketing plan; this is the essence of your plan. Someone should be able to understand your plan just by reading this section only.
o Section 3: Research, analyze, and discuss your internship brand at the global level or in a foreign market. Also, discuss its CSR and DEI efforts.
