Uber Pricing Strategies and Marketing Communications Essay

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UBER: Pricing Strategies and Marketing Communications [pic] Author Note UBER: Pricing Strategies and Marketing Communications Introduction/Executive Summary Uber Technologies, Inc. is a privately held, global, transportation network in the “rapidly developing, technology-based personal urban transportation arena (Weiler et al)” that was founded in 2009 by Travis Kalanick and Garrett Camp in San Francisco, California. Initially known as UberCabs, the company started as an exclusive “private luxury car service” to the executives of Silicon Valley, “a leading hub for high-tech innovation and development and accounts for one-third of all of the venture capital investment in the United States (www.pwc.com).” Appropriately so, the company benefited from this tech savvy niche market by using innovative smartphone technology via an app as its primary means of “linking” its employees/needed drivers and passengers/customers. Customers are able to use the convenient phone application to request rides and track their reserved vehicle’s distance from them. This service has been highly successful and has had very rapid growth in the 6 years since its inception. As of December 2014, the service was available in 53 countries and more than 200 cities worldwide. The companies success has been achieved by continuing its rapid geographical expansion made possible initially by attracting “influential and high profile investors”, such as Ashton Kutcher and Google and by continued acquisition of investors, large venture capital firms (New Enterprise Associates), Qatar investment Authority (a middle east sovereign wealth fund) and hedge funds (MacMillan). I have been asked to evaluate the pricing strategies for Uber Technologies Inc. and Marketing Communications. Specifically, which marketing

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