Nova Southeastern University
H. Wayne Huizenga School of Business & Entrepreneurship
Assignment for Course: MKT 5125
Submitted to: Professor O’ Leary
Submitted by: Rajaa Amir, Sierra Caesar, Chad Emrick, Austin Lavallii
Date of Submission: October 14, 2015
Title of Assignment: Marketing Plan – Uber Black
CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any
assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have
also cited any sources from which I used data, ideas or words, either quoted directly or
paraphrased. I also certify that this paper was prepared by me specifically for this course.
Student’s Signature: Rajaa Amir, Sierra Caesar, Chad Emrick, Austin Lavallii
*****************************************************************
Instructor’s Grade on Assignment:
Instructor’s Comments:
EXECUTIVE SUMMARY
Uber is a ridesharing company that is growing day by day. Our plan here is to increase the sales
as well as brand loyalty within a certain division of Uber, called Uber Black. Upon our research
we determined that the best way to market this plan is to work on brand awareness of the
services available to who we consider VIP’S – The Businessmen, Celerbrities, etc. through
various forms of promotions and events.
Uber and Uber Black alike utilize drivers using their own vehicles as transportation. This comes
to an advantage because it becomes easier to source drivers throughout the city and make them
more available during time of need. Although there are many ridesharing app companies, many
fail to meet the Uber Black plan across the world. With our marketing plan, and intentions of
increasing brand awareness we forecast sales to increase as well as increase our customer
market.
MISSION STATEMENT
“Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through
our apps, we make cities more accessible, opening up more possibilities for riders and more
business for drivers. From our founding in 2009 to our launches in hundreds of cities today,
Uber’s rapidly expanding global presence continues to bring people and their cities closer.”
MARKET SUMMARY
Uber is on the forefront of an entire trend in transportation with the development of a new term,
ridesharing. It is this simple yet complex concept that Uber uses to deliver its service to its
consumers, and consumers love it. Uber does not consider itself a transportation company, as
they shouldn’t because the service they provide is not transportation. In essence, Uber provides a
way for its consumers to find rides by acting as a medium between its drivers and its customers.
Uber is, simply put, an application that helps passengers find transport through numerous simple,
yet convenient and reliable means (McGary, 2013).
Currently, society is very reliant on technology. This is a trend that has been very apparent for
over a decade and will continue to occur for many years to come. Uber is taking great advantage
of this fact because the main route of access for their customers to gain their service is through
mobile applications. Mobile applications have grown tremendously in popularity in recent years
alongside the booming smartphone market. In today’s modern society, it is becoming ever
increasingly important for organizations to utilize the mobile platform in order to reach their
targeted consumers and provide them with the service or product that they are attempting to
provide them with (McGary, 2013).
Considering the fact that this is such an enormous societal trend, Uber is already ahead of the
game as their entire basis for providing their service to their targeted consumers is through their
mobile application. Since so many individuals in modern day society rely on their smartphones
to grant them access to all the services they partake in, this is fantastic for Uber because they
already have a strong footing in this market niche. The reliance on technology by society and the
company can only lead Uber to success in the future because the technological trend is so
overarching in modern day society (McGary, 2013).
It can only make sense for Uber to continue to strengthen their grip around this trend in order to
solidify themselves as a technological powerhouse of a company. It would be a wise move for
Uber to continue to devise ways to establish themselves further in this niche. Additional
memorabilia and goods should be designed that are paired with the tech market like phone cases,
cases for smart watches, and even headphones. These would provide free advertisement as proud
and loyal consumers carry them around and would ultimately increase brand awareness in their
target demographic. Uber could also push advertising harder in places that their target
demographic would most notice them. For example, the brand should increase advertising
volume on social media sites, technology conventions, and other websites.
ENVIRONMENTAL INFLUENCE
One further trend that is very prevalent in modern day society is the trend of environmentalism.
Countless United States citizens and citizens across the globe are becoming ever conscious of the
environmental footprint that they leave behind them due to the way that they consume resources
and live their day to day lives. This can include the food that they eat, the clothes that they wear,
the products that they use, and in Uber’s case, the transportation that they take (McGary, 2013).
One specific trend within the overarching trend of environmentalism in modern day culture is
