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Uber Final Assignment

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    Auber was founded in San Francisco in 2010. What was the largest obstacle that the company had to face then, and how does it relate to the Auber launch currently in Philadelphia? In October of that year, the company got a cease-and- desist order from the San Francisco Municipal Transportation Agency, as well as the California Public Utilities Commission objecting to the “cab” name since it was called Breach but they did not have a cab license. Auber faces similar issues in Philadelphia in which the APP (parking authority) is finding Auber drivers for not having license to be commercial drivers. ) Pricing is one of the core elements in a Marketing Plan. Beers pricing is based on “Surge Pricing. ” Explain ‘Surge Pricing. In your opinion, is Surge Pricing a positive or a negative for the company? Surge pricing means that the company will charge a higher rate during hours of high demand; during weekends and holidays Auber chargers several times the regular rate per mile and effectively titivating drivers to be on the streets and therefore accommodating the customer demand.

    This is a great strategy specially that Auber shows the price of the ride before you get into the car. It pushes more drivers in times of need, which leads to happy customers and profitable results for Auber. 3) What is your opinion of Travis Callback? Is he a good guy – or a bad guy? He is a business first and last, his definition as a good or bad person has nothing to o with my opinion of him which is based strictly on his business strategy.

    I find his business strategy smart and efficient, he managed to build a revolutionary service that is fitting for people’s needs. 4) What is the basic marketing difference between Auber and Auber? Auber is for the economical, efficient rider who wants to get from point A to B with minimum cost and does not care about the comfort of the ride or size of the automobile. Auber on the other hand provides users with Limo or “luxury” quality that usually accommodates higher number of people and provides high comfort during the ride, which comes at a higher cost. ) Auber has partnered with Open Table, Trip Advisor, Expensive, Hyatt, Trip Care and Cataracts. Why would these companies choose to build their marketing plans with Auber? The same way social networks are more successful with integrations (example: youth videos are shareable to faceable with one click), integrating Auber with these services will guarantee a larger target audience and more connivance for the riders.

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