Uber
Communications Planning
GM606
Professor:
Walter Mills
Nina Zumpalova Elfa Olafsdottir Natsu Ishikawa Christine Culgin Hao Teng
Company in focus:
Uber is an appbased transportation service founded in San Francisco,
California in 2009. The company operates in over 50 countries and more than 200 cities worldwide and is valued at approximately $41 billion.
Reason for interest:
We chose Uber because it is a fastgrowing company to which we are all familiar and whose services we all have used. We find the company particularly interesting because they have been able to grow to a $41 billion dollar business in just 6 years based largely on wordofmouth communications. We like the company for its easeofuse and its tendency to partner with local organizations on things like events to promote its business. However, we feel like improvements to their business model and marketing communications can still be made.
Uber has been the center of several different scandals and controversies worldwide, and we think that with a more diverse range of marketing communications tools and strategies, they will be better able to overcome things like negative press and poor brand reputation.
Opportunities for the team:
Uber has a local focus so the question worth looking into might be:
How to localize but still keep the global identity of the company consistent? The company has extensively focused on social media and event partnerships. In this regard, the team has an opportunity to develop a brand new integrated marketing campaign for a young and vibrant company that has changed the car service industry dramatically.
GM606
Professor:
Walter Mills
Nina Zumpalova Elfa Olafsdottir Natsu Ishikawa Christine Culgin Hao Teng
Company in focus:
Uber is an appbased transportation service founded in San Francisco,
California in 2009. The company operates in over 50 countries and more than 200 cities worldwide and is valued at approximately $41 billion.
Reason for interest:
We chose Uber because it is a fastgrowing company to which we are all familiar and whose services we all have used. We find the company particularly interesting because they have been able to grow to a $41 billion dollar business in just 6 years based largely on wordofmouth communications. We like the company for its easeofuse and its tendency to partner with local organizations on things like events to promote its business. However, we feel like improvements to their business model and marketing communications can still be made.
Uber has been the center of several different scandals and controversies worldwide, and we think that with a more diverse range of marketing communications tools and strategies, they will be better able to overcome things like negative press and poor brand reputation.
Opportunities for the team:
Uber has a local focus so the question worth looking into might be:
How to localize but still keep the global identity of the company consistent? The company has extensively focused on social media and event partnerships. In this regard, the team has an opportunity to develop a brand new integrated marketing campaign for a young and vibrant company that has changed the car service industry dramatically.