Core ideology: what is the company here for? Key goals? (e.g. ‘cure cancer’ vs. profitability)

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)

1.    Mission –(look up ‘Mission statement’ in your text book; Kotler & Keller pp 60-61)
a.    Core ideology: what is the company here for? Key goals? (e.g. ‘cure cancer’ vs. profitability)
b.    Relationship with current customers/staff/stakeholders (e.g. are customers seen as ‘partners’?). Approach to partnerships/alliances etc
c.    Approach to external trends (e.g. macro-environmental trends like ‘we aim to be the leaders in ICT development for …’)
d.    Approach to new innovations/ethics/social responsibility/environment etc
e.    How can we add value/offer value to our customers/stakeholders?

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