Marketing Management - Uber Eats (2023)

Executive Summary

This study has been conducted to gain an insight into the service offering of Uber Eats which was founded in San Francisco, California, the United States in 2014. Uber Eats is growing very rapidly all over the globe by offering high-quality food.
The main purpose of the study is to gain an understanding of the Uber Eats marketing strategy such as its value proposition, current value, and position in the food market, marketing promotion plan as well as media and budget allocation for each promotion mix.
This study is about the service offering of Uber Eats in Melbourne, Australia. Melbourne, Australia is one of the food capitals of the world. Therefore, Uber Eats has stepped into the food market of Melbourne, Australia. The focus of this study is to analyze the current value position of the business in the market and analyze the competitors of Uber Eats and find the position of the business in the food market of Melbourne, Australia. The future value proposition of Uber Eats has been covered in this paper. Apart from this, promotion strategy and promotion mix of Uber Eats has also been covered in this paper. Research methods and research tools that have been used to collect the required information have been discussed as well.

Introduction

Uber Eats is a platform for online ordering and delivering meal which is based in San Francisco, California. Uber Eats was launched in 2014 by Uber Technologies a ride-hailing company (Woodcock, 2016). Uber Eats is expanding its business all over the globe. There are several partner restaurants of Uber Eats in more than a dozen of cities all over the world. The Uber Eats provides its website as well as mobile application to order the food. It was founded by Travis Kalanick and Garrett Camp in August 2014 (Woodcock, 2016). The Headquarter is in San Francisco, California, United States. Uber Eats is performing well in Australia also, and many restaurants and food center have signup with Uber Eats.

Aim

The aim of Uber Eats is to develop and deliver a better value to a home delivery service in Melbourne, Australia.

Service

The type of service that has been selected is Home Delivery of Foods. Uber Eats is going to enter a home delivery segment of service in Melbourne, Australia. Home delivery service is one of the best services nowadays to boost up the business. There is a high potential for this service. Therefore, Uber Eats has aimed to develop and deliver a better value to a home delivery service in Melbourne.

Target Market

The target market is the market the company selects to serve or provides its goods or services. Uber Eats is targeting to serve a millennial market which is characterized by the young working crowd. It means the target market of Uber Eats is a young working population of Melbourne.

Current Value and its Position in the Market

Uber Eats has established it steps strongly in the market. The current value of the startup is around $68 billion. Uber Eats is going to complete its second year successfully in the market of Australia. In just two years Uber Eats has changed the landscape of the Australian food market. One of the food capitals of the world is Melbourne (Carey et al., 2016). Therefore, for Uber Eats the food market of Melbourne is an opportunity to serve. The main aim of the Uber Eats is to serve the best food with high quality. The people of the city are very concerned about their culture and lifestyle, and they do not compromise with their culture and lifestyle (Carey et al., 2016). Uber Eats has found this sentiment of the local people and used it to gain their trust. Uber Eats fulfills the sentiments of the consumers regarding their culture and lifestyle. Uber Eats has increased its supply chain and provides food at the doorstep of the consumer so; the consumers need not be present physically at the outlet of the Uber Eats to get food. The Uber Eats has positioned in the mind of the customers. By doing this, it is improving its position in the food market of Melbourne every day. However, there is tough competition in the food market of Melbourne. The main competitors of Uber Eats are Menulog and Foodora (Connor et al., 2015).

The Uber Eats needs to position itself strongly in the food market of Melbourne to outdo its competitors and gain competitive advantage. Uber Eats has already focused on the culture and lifestyle of the Melbourne. It needs to strongly follow the same strategy to outdo its competitors because the people of the city are more concerned about their culture and lifestyle and cannot compromise with the culture and lifestyle. If the Uber Eats follow the same strategy, it will be easy for it to gain the trust of the people as well as competitive advantage.

Research Method

Research is a scientific way to collect or gather required information on the subject in question (Matthews et al., 2014). It is very important to collect the required information to compete in this competitive world. There is cut-throat competition in each field and to compete or outdo the competitors every business requires relevant market information. Research methods such as interview of target audience, response of target audience through questionnaire, analysis of existing data such as literature review, magazine, journals, articles, internal data or data which is recorded by the company itself such as sales rate, demand and supply of product in a particular period of time, etc.
In this paper qualitative research has been used to collect the required information regarding the home delivery service of Uber Eats. Qualitative research is exploratory research which is used to get an insight into the underlying opinions, motivations, and reasons. Qualitative research helps in developing ideas to solve the problem in question (Silverman, 2016). It helps in gaining the insight into the problems. Both primary and secondary data have been collected to get an insight into the problem. The tools that have been used in research to collect the information are interviews (personal as well as telephonic interviews), questionnaire (through the mail), and global devices such as global positioning system, a social platform such as Facebook, Blogs, Twitter, and Chatroom. For primary data interviews and questionnaire, methods have been used, and other tools have been used for collecting secondary data.

Future Value Proposition

The value proposition is a marketing statement of a business which is used to describe why a customer should use the service or buy a product of the business. The value proposition is used to encourage a consumer to buy the product or services of the company by convincing the customer that the product or service will provide a better solution to the problem or add more value than the products or services of the competitors (Osterwalder et al., 2014). It is also used to target the potential consumers of the company.
The future value proposition of the Uber Eats should include the most important attributes of the service to motivate and encourage making a purchase. The Uber Eats should include the satisfier and avoid dis-satisfier from the value proposition. The value proposition of the Uber Eats must ensure that along with basic needs higher value would be met.

To create an effective value proposition the Uber Eats should strengthen its supply chain as well as it should provide prompt services to the customers. It should also research the value proposition of its competitors and try to outdo its competitors. Apart from this, the Uber Eats should also strengthen its ecosystem to create its effective value proposition.

Value Proposition of Uber Eats"We have the highest quality of food of your choice to stay at the top of the food industry. If the food is not making you satisfied by meeting your taste, quality, and choice at your convenient place and at the time of need, it is not food”.

Current Value Analysis

Value analysis is somewhat which make the offering or the product or services sell or work. The current (CPV) that is customer perceived value of Uber Eats offering in the mind of a potential customer is quite satisfactory and providing a handsome profit. As people are passionate about eating good and yummy foods from restaurant in Australia as Australia is the top in food industry or we can say that in beverages keeping in mind this fact Uber Eats also enter in to the new market of Australia and performing well in this new market in Australia by delivering its food on time and with least cost and with better quality which in return providing and making its value at high that is the value of Uber Eats is increasing day by day in Austria also (Miles, 2015). People from Australia love and now become passionate about the speed of Uber Eats delivery system, as Uber started to provide of free home delivery with less time so now people are not supposed to come out of their comfort zone that is home to restaurant and to be seated on restaurant seat to have a food now Uber Eats provides home service so they are enjoying this facility of home delivery and feeling pride and satisfied which is building the good brand image of Uber Eats in Australia as well. So Uber Eats gained a great value in term of customer perceived value for home delivery of Uber Eats (Miles, 2015).
Customer perceived value simply means the total difference between all the evaluation of benefits and cost of the offering and its alternatives available in the market (Carlson et al., 2015). So the value of the customer can be increased mainly by two ways or method, and that is just by offering the service with some emotional and functional benefits and or just by reducing any one or more cost which is involved in offerings. So here Uber Eats is offering the service at least cost, and it is emotionally attaching itself to the general customer of Australia (Woodcock, 2016).
So the customer perceived value toward Uber Eats home delivery services is much satisfactory as it is offering as per the requirement of the customer in the market and providing a simple app to book your order with a single click. The people can select desirable food and avail within a 30 min of time at home (Woodcock, 2016).

Current Value Position

Service of home delivery of Uber Eats is at the growing and grooming stage, and this service of home delivery is the prime concern of Uber Eats to increase its value as customer perceived value in the food industry especially in Australia as people are so passionate of eating food from restaurant but somehow they need to go to restaurant which some time was not possible for them as they don't want to go out from their comfortable home to restaurant. So, the Uber Eats has brought the tradition of home delivery service which was appreciated by the potential customer of Australia which not only increased revenue but also increased its customer perceived value and which in turn leads to making more potential current and future customer (Pugliese, 2016). Uber Eats full filling its promise also of delivering its services on time at least cost which is not only increasing its value proposition also.
Various competitors are competing in this market to make customer perceived value satisfactory and good As Uber Eats has the good and satisfactory customer perceived value in Australia regarding;

1. Timely delivering services

2. Best quality of food is some of the major value which brings success in the Australia food market.

Competitors of Uber Eats are Menulog and Foodora, so they are also trying their hard to cope-up with the challenges in the market and to make good customer perceived value by offering high quality of food and services and on time (Connor et al., 2015). Competitors can only be competitive if they use to provide the services with high quality and at least possible time.

Marketing Promotion Plan

Marketing promotion plan simply means that we should execute all our marketing strategies to achieve and meet our objectives which are predefined and formulated (Armstrong et al., 2015). Without proper marketing promotion plan all the hard work and all the effort you put will go in to ruin or vain as it will not bring any profit out of it neither full objectives are achieved.so in order to achieve all organizational goals, and objective an organization should make proper marketing promotion plan to execute its process and activities in order to yield profit and to achieve aims and objective of the organization which are predefined (Andrews et al., 2017).
It has been noticed that even a good offering are failing in the market and the reason is poor or lack of proper marketing promotion plan. In a way to stay updated and to make the target audience aware about your offering, you need to formulate a proper marketing plan or promotional plan to execute all other actives in a right way or manner and to achieve your objective.

Objective of the marketing promotional mix element

In the field of marketing promotional mix can be defined as or described as a constituent of promotional items chosen mainly by the marketer which helps the organization to achieve its goals and objectives (McDonald et al., 2016). Marketers believed that there is an optimal way of allocating the budget to different elements of marketing or promotional mix to achieve objective and goal which are predefined.
Various elements are

• Digital marketing

• Advertisement

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• Personal selling

• Sales promotion

• Public relation

• Direct marketing

• Product placement

Digital promotion

It is a form of more than one electronic media to advertise and market the services, or the product example are social media which is a very good platform to advertise and market and to reach the maximum target customer (Castro et al., 2017). Uber Eats is also very efficiently using digital communication and promotion as a platform to make their offering in the limelight, in a way to capture the maximum customer as the people in Australia are very active on a social media platform. And in the same way advertisement is also a part of this promotion mix but it is a non-paid platform used to make large people aware of the offering by some sponsor.

Budget Allocation

According to the need for promotion and objectives, we need to allocate the budget on the particular element. Take an example of Uber Eats in Australia as most of the people are on social media and they are very active on it also. So, to invest and have a good amount of budget in social media through the digital platform is fruitful (Verroios et al., 2015). As through social media, the offering is displayed and can be reached to the maximum customer in Australia. So, to increase a sale, Uber Eats can use social media as a tool or platform. So, accordingly, the marketers need to evaluate the budget and allocate the budget in respective elements of marketing mix (Verroios et al., 2015). Uber Eats use to allocate maximum budget on digital communication because people in Australia are more active on social site and media. So, this is a right platform for Uber Eats to make aware of its offering that is home delivery service.

Conclusion

Uber Eats is a subsidiary of Uber technology based in San Francisco, California, United States of America. It was founded in 2014 and growing very rapidly all over the world. Uber Eats makes restaurants as its partners to maximize the reach of the business. It has stepped into the food market of Melbourne, Australia which is one of the food capitals of the world. The food market of Melbourne, Australia is an opportunity for the Uber Eats. Uber Eats is entering the online business. The consumers can order food from Uber Eats by using its website and mobile application. The business aims to develop and deliver a better value to a home delivery service in Melbourne, Australia. Uber Eats is strengthen the value proposition of the business by strengthen its ecosystem as well as strengthen the relationship with the suppliers to convince the consumer to make a purchase.
The Uber Eats can deliver the values to the potential consumer. The people of Melbourne, Australia are very much concerned about their culture and lifestyle and the Uber Eats is fulfilling this sentiment of the people to gain a competitive advantage in the market. The Uber Eats has position itself in the mind of the customers by providing high-quality products and services. The position of the Uber Eats in the market against its competitors is improving day by day. The customer perceived value is also improving as compared to its competitors. The home delivery service is at the boom, and every business is trying to enter in this segment. Uber Eats is gaining the benefits of online home delivery service. Uber Eats is using digital promotion and investing the handsome amount of money on digital promotion because most of the population of the country have been digitalized. Almost everyone is using the social platform, so it is important as well as effective to go digital to promote the business.

References

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