Case summary:
Company U is Multinational Transportation Network Company of Country U which provides ride sharing services by connecting the independent drivers with the help of an application. It understands its target markets and maintains a strong marketing mix.
The main reason for Company U application is popular because the users to contact the drivers near the area or surroundings. The business model takes an advantage of smartphone to connect with independent drivers and their cabs.
The target market of Company U is Millennials and Generation Z because of their interests, lifestyle and low interests on auto ownership. Company U operates its services in locally as well as it expands operations globally also.
It operates in an industry where trust between the strangers are important. The trust of comfortable and safety rides. Proper rating system helps to assure this trust and reliability.
Company U follows cost leadership for determining the prices and it also uses algorithm for estimating fees when the demand is high. It spreading awareness and creating buzz in the market to promote their brand and it faces the competition from Company O and Company L. It has widely popular among consumers and independent contractors.
To discuss: Ethical challenges that Company U faces while using application based on peer-to-peer sharing technology.
Trending nowThis is a popular solution!
Chapter 6 Solutions
Marketing
- Examine how individuals react to desktop and mobile app issues. Can consumers resolve these problems? Give responses. How did you deal with software bugs? How have you dealt with this?arrow_forwardWhat ethical considerations should marketers keep in mind when conducting keyword research and implementing SEO strategies?arrow_forwardBeyond the approaches discussed above, whatother mobile marketing approaches are emerging?Are they effective? Explainarrow_forward
- Describe the impact of mobile-first indexing on SEO strategies and the importance of responsive web design.arrow_forwardWhat is phishing, and how does it affect internet marketing?arrow_forwardWith cell or smartphones even less easilycontrolled and monitored than home computers, what ethical and regulatory issues areraised regarding mobile marketing to children?arrow_forward
- Identify and briefly describe the five variables that have helped business-to-consumer (B2C) internet commerce grow.arrow_forwardIn what ways do people engage in information literacy actions? Why is information literacy important?arrow_forwardHow does The Facebook Dilemma relate to social media marketing, influence buying decisions, and are marketers benefiting from it?arrow_forward
