Case study

Uber Technologies Inc. is an internationally active online transportation network company with a whopping $63 billion in value. Travis Kalanick and Garret Camp founded Uber in 2009; the brand was originally a simple application designed to request taxi services. The app has evolved to include many more things and has become one of the best-known brands of the 21st century. In 2012, Uber decided to go international and since 2014, they have started providing people with access to carpooling facilities. With the growing popularity, the concept of Uber has been duplicated by various companies around the world. The popular Uber business model is now called uberification.

In 2017, Uber has more than 12,000 employees, including customer support and rental agents. However, less than 40% of its total workforce are women. In addition, Uber has created jobs for millions of taxi drivers worldwide. Lyft and Ola are some of Uber's major competitors in the world. Uber's growth story is among the most fantastic of this century. The brand has experienced strong growth based on innovation and has gained significant market share over a short period of time.

Critical Thinking Questions

Present the Uber's marketing mix

1. Products in Uber's marketing mix

2. Places in Uber's Marketing Mix

3. Price in Uber's marketing mix

4. Promotions in Uber's marketing mix