Grabtaxi Case Study

This negative perception of the iCall system is limiting Taiwan Taxi’s ability to obtain more subscribers and explains why the company is having difficulty reaching their goal of 20,000 members. This identifies a clear disconnect between management and the cab drivers. The managers associate the iCall with direct value and make the assumption that the cabbies will do the same. However, many cabbies have not figured out how to strategically utilize the technology to increase proficiency and maximize profit.

It plays a great role in changing the psychology of consumers to convince them to switch brands

In the article “Study Shows Black People Deal with Racism on Lyft and Uber,” Clutch addresses issues of racism and cab driver apps by bringing to attention a recent study. Said study, done at the Massachusetts Institute of Technology, consisted of sending passengers to hail nearly 1,500 rides using the phone apps. Unfortunately, though also not necessarily surprisingly, the change in the various metrics they recorded between white and black passengers was indicative of some issues.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

The JTA’s marketing plan is to increase the choice riders, the millennials, and the aging baby boomers by 15% during the next year. The actual JTA’s strategy marketing plan to attract and retain choice riders and millennials is the followings:

Uber was founded by Travis Kalanick and Garrett Camp in 2009 in San Francisco and the app was released in the following June. The app allowed users to summon a car to pick up them where they are, and take them to the

When a company treats its customers with respect the products and brands tend to sell themselves because customer satisfaction and trust in the brand rises. When customers shop where they can trust they will be taken care of they tend to be repeat customers and give positive word-of-mouth.

Andrew said that GrabTaxi drivers can refuse to take a passenger which would only cause inconvenience, unlike Uber wherein the drivers cannot turn down a passenger. He also added that the vehicles for Uber needed to at least be the 2013 model or newer so that ensures comfort for both the driver and the passenger. Another advantage that Uber has over GrabTaxi, according to Andrew, is that the mode of payment is credit card and not cash. Because of this mode of payment, the drivers need not worry about giving change, nor do the passengers need to consider if the amount of money they are carrying is enough to pay for the trip. Andrew also added that Uber is safer than GrabTaxi for both the driver and the rider for they both learn a few details about each other before the ride starts, and at the end of a trip, the passenger and the driver rate each other through the app which serves as feedback which will be seen by the next driver/passenger. I expected the answers he gave since the reasons he enumerated are also the same reasons I use Uber instead of GrabTaxi. Basically, Uber is easier to use, safer, and more

By understanding the sixteen psychological motives, marketers can associate the correct motives with the correct products and marketing campaigns and hence increase sales.

Uber has a strategy that is known as Growth Hacking. Growth hacking simply means to acquire only engaged and interested consumers without using by the book marketing techniques. Uber didn’t quite believed in spending money on advertising channels like print TV etc. Instead uber relied heavily on Facebook and twitter. Uber thought it would make more sense to give users initial free ride up to a certain limit and getting more free rides when their friends ride their first ride with the referral code from the previous

Andrew said that GrabTaxi drivers can refuse to take a passenger which would only cause inconvenience, unlike Uber wherein the drivers cannot turn down a passenger. Another advantage that Uber has over GrabTaxi, said Andrew, is that the mode of payment is credit card and not cash. Because of this mode of payment, the drivers need not worry about giving change, nor do the passengers need to consider if the amount of money they are carrying is enough to pay for the trip. He also added that Uber is safer than GrabTaxi since both the driver and the rider learn a few details about each other before the ride starts. In addition, the passenger and the driver rate each other on the app at the end of the trip for feedback which the next driver or passenger will see. I expected the answers he gave since the reasons he enumerated are also the same reasons I use Uber instead of GrabTaxi. Basically, Uber is easier to use, safer, and more

Uber Technologies Inc. is an American online transportation network company based in San Francisco, California and until recently is available worldwide. It develops, markets and operates the Uber mobile app, which allows consumers with smartphones to submit a trip request using the app. The software program then automatically sends the nearest Uber driver the location of the consumer. The Uber app automatically calculates the fare and transfers the payment to the Uber driver. Uber driver’s use their own personal vehicles and work on a part-time need basis by having higher surge charges when drivers are needed. Uber now operates in over 66 countries and 507 cities worldwide. In this paper the basic background of the company, business decisions, different means of transportation they offer, some of the backlash they have encountered, and future technologies they are working on.

‘Motivation’ is derived from the Latin term ‘movere’ that means ‘to move’. Thus, motivation is a process that starts with a physiological or psychological deficiency or need that activates a behaviour or a drive that is aimed at a goal or incentive (Luthans). Broadly speaking, motivation is willingness to exert high levels of efforts towards organizational goals, conditioned by the efforts’ ability to satisfy some individual needs (Robbins). Need means some internal state that make certain outcomes appear attractive. An unsatisfied need creates tension that stimulates drives within the individual. These drives generate a search behaviour to find particular goals, that if attained,

Popular culture is generally believed to be comprised of a variety of elements. For example, popular culture covers the most contemporary and instant aspects of our lives. These aspects can often show the characteristics of rapid change, especially in today’s highly technological and informative world in which, people are highly influenced by the universal media. Certain standards of behaviour and common beliefs are reflected in pop culture. Because of its cohesion, pop culture both influences and reflects people’s daily life. Moreover, brands can reach iconic pop status. However, these aspects are not constant and may change rapidly. (Abbott and Sapsford, 1987).

Motivation to purchase and consume an item is to be understood by marketers. Need sets up drive that seeks a goal. Marketers want