MKT5MMA: Analyse Uber : Report Writing - Management Assignment Help

Internal Code : MAS293

Management Assignment

Report Writing Write an introduction and background to the report : Needs for taxi industry overall and then to local taxi company that is your focus. 1. What market is your company in? a. What type of product? What is the product used for? 2. Describe the size of the market for your product and the major segments. 3. Describe past growth and growth trends in the various segments. 4. Identify the major players (and their market share) in the segments of interest. What are their positioning? (Who are your competitors- including Uber) 5. Identify the major macro environmental forces impacting your company/product/market (SLEPT analysis) a. Conduct a SWOT analysis for your company b. Which major macro environmental forces do you see as bringing opportunities for new product development? Your assignment is based on responding to the threat of Uber for a selected local taxi service and making recommendations for how that local company can respond to the Uber threat or actual market entry of Uber. Analysis and writing sections of the report Step 1. Analyse Uber in terms of the following sections of the Marketing Plan below.This is basically an audit of what Uber is doing using the Marketing Plan as a guide to make sure you cover all that is important from a marketing perspective. Then write up that analysis. (See Marking Guide – section worth 16 marks) Step 2. Repeat - analyse your taxi company in terms of the following sections of the Marketing Plan with an eye to your competitor Uber and how you are going to be able to counter them. Write up that analysis with recommendations with the focus on strategies and tactics to counter Uber. (See Marking Guide – section worth 12 marks)

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