Marketing Strategies of Uber in Selected Areas of Quezon City

Abstract

The study aims to assess the effectiveness of Uber Philippines in selected areas of Quezon City. The respondents assessed the factor “Product” using a platform as tool in the ride as ‘Effective’. Marketing strategies in terms of “providing rating system to passenger’s experience” was Somewhat Effective. Price’s payments are well explained to the passengers was rated ‘Effective’ and riders providing cash tips was rated as ‘Somewhat Effective’. Promotion’s monetary incentives after the required number of trips was rated as ‘Effective’ while conduct team building activities for the driver/partner was rated as ‘Not Effective’. Place’s vehicle is available anytime (24 hours 7 days a week) was rated ‘Effective’ and passengers allowed to make multiple drop offs as long as on the way to destinations was rated as ‘Less Effective’. The study concludes that Uber should consider the age and educational background of the applicants when hiring drivers and accepting partners, since Uber is a multinational company operating in different parts of the world. It could also consider offering other types of service which will satisfy other needs of its clients. There should be a feedback and rating system as to the riders/passengers behavior during the trip. The company could also install a system wherein aside from using GPS; a vehicle tracker could be installed in the vehicle. It could provide more incentives for the drivers/partners in terms of extrinsic motivation and consider intensifying its marketing activities.