CASE STUDY

Case Features: Grand CAR

A Transport Application for Ride Sharing In the news, Grand Car is being reported for the following: Surge Pricing. According to customers, rampant surge pricing is experienced for extended time periods. This sparked criticism over the company's arbitrary surges in pricing. The legitimacy of the Business. According to government agencies, Grand Car is not registered with relevant government agencies. This sparked criticism over the company's non-registration of business in relevant government agencies. Safety Concerns. According to media reports, an 18-year- old girl was held up by a Grand Car driver on her way home on a Thursday afternoon. This sparked criticism over a driver's vetting process that is perceived as being too lax.

This case shows that legal and social factors negatively affected the operations of the transport app company. Environmental assessment helps you determine your current and future business positioning. After doing the environmental assessment, you need to determine if your resources are adequate to achieve your mission and vision considering the changing environment. We do this by determining the business direction of the company.

ANSWER THIS:

1. Make a graphic organizer to illustrate the difference between strategic and marketing plans.

	OBJECTIVES	PROCESSES
Strategic Plan
Marketing Plan

2. Identify the factors classified under the macro and micro environment.

MACRO FACTORS	MICRO FACTORS

3. Refer to the case Feature for Grand Car in macro environment section of this unit. Classify the five issues accordingly.

PESTLE	GRAND CAR CASE FEATURE
Political
Economic
Social
Technological
Legal
Environmental

4. Using the graphic organizer, differentiate marketing from the other company orientation.

	FOCUS
Marketing
Selling
Production
Product
Societal Marketing

NOTE: FOLLOW THE INSTRUCTIONS CLEARLY, AND ANSWER THEM ON THE GRAPHIC ORGANIZER THAT I GIVE.