Uber market entry strategy
Marketers identify needs and cater to them. There were two critical things that Uber identified before making a market entry. First was price competition, second, ease of access. It has used technology based differentiation for market entry. Its App has brought ease of access by connecting the drivers and the customers. Since it takes a very small cut unlike the other companies, it could also cut down costs and nail the price challenge. All these things have helped it with market penetration. It also changed the user experience and added a few features that were not available from other service providers. Next is the marketing part and it used the networking effect to market its brand successfully. Apart from advertising, it used its driver and customer network successfully to propagate its brand. [1]
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