Uber Pricing Strategies And Marketing Communications Case Solution

1. What value does the company deliver to customers?

Uber's value proposition is focused on providing its customers hassle-free, on-demand fast riding/travelling services along with an affordable pricing which makes it comparatively as a cheaper option than normal taxis. As for drivers, it serves as an additional source of income with flexible working schedules.

2. Which one of Uber's customers' problems needs solving?

The evidently highlighted customer problem in the case study is related to the surge pricing strategy which Uber has adopted and resulted in higher fares in times when demand for the service is higher.

3. Who are Uber's key partners? 

Uber’s key partners include:

• Drivers

• Technology partners

• Investors such as Ashton Kutcher, Jeff Bezos, and Google

• Others include; payment partners, financing partners / banks, insurers etc.

4. Who are its key suppliers?

Uber’s key suppliers are its drivers as they bring their own cars to render the service due to which it doesn’t incur any such capital cost. 

5. What key activities does Uber's value proposition require?

The key activities that Uber needs to conduct to deliver its value proposition includes:

• Manage and develop the platform through value addition which will ensure that customers remain loyal to the service.

• Ensure an adequate supply of drivers along with streamlining the payment process.

• Continuously market and adapt the service as per the user requirement in different geographies. 

6. What are Uber's key metrics? 

Uber’s key metrics include:

• The number of rides successfully completed.

• Customer satisfaction level

• Drivers retention rate

• Time is taken to complete a trip vs. Revenue generated.

7. What key resources does Uber's value proposition require? 

Uber’s value proposition requires the following key resource:

• Uber’s technological platform

• Skilled drivers

• Marketing and branding activities

• Algorithms

• Customer support services.

8. What is needed to solve customers' problems? 

Customer support services are vitally required to solve the customers’ problems at hand. Apart from that, a well specialized technical team can look into technical problems that the application might face and hence, cause customer problems.

9. How does Uber get, keep and grow customers? 

Uber gets its customers through excessive marketing and promotional campaigns including word of mouth impact, it keeps its customers through value added services and discount offerings along with service maintenance parameter in place. Uber’s customers grow due to the fact that its service offering provides ease and accessibility at the same time with customer support available 24x7 as well as it is equipped with a string review, rating and feedback mechanism.