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Describe the selected company and brand and a brief history

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Reference no: EM133480697

Assignment: Uber Eats General Information Situational Analysis Essay

Part I: General Information and Situational Analysis

Section A: Company Background- Uber Eats

1. Describe the selected company and brand and a brief history.

2. Summarize the core products and services the company offers.

3. Identify direct current competitors and explain why they are direct competitors.

Section B: SWOT Analysis

1. Complete a SWOT analysis.

2. Propose the product or service line you want to develop a marketing plan for.

3. Justify your proposal with a SWOT-based argument for why it warrants marketing investment.

Section C: Macro- and Microenvironment

1. Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the company's overall marketing strategy.

Part II: The Marketing Plan

Section A: Segmentation, Targeting, and Positioning (STP)

1. Describe your segmentation approach for your proposed product or service and provide rationale for this approach.

2. Describe the target audiences or markets.

3. Create a positioning statement.

Section B: The Marketing Mix

1. Formulate the four Ps for your proposed product or service:

a. Product

i. Describe your core product, extended product, and the product concept.

ii. Explain how you plan to achieve competitive differentiation through creating customer value in four areas

• Branding
• Packaging
• Support
• Quality

iii. Price

iv. Place

v. Promotion with a special focus on digital media and integrated marketing communications (IMC)

Section C: Global and Ethical Considerations, and Conclusion

1. Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.

2. Discuss the company's policy or philosophy on one of the areas below:

a. corporate social responsibility (CSR
b. green marketing practices
c. ethics
d. ethical marketing
e. diversity, equity, and inclusion (DEI) practices.

3. Conclude with a summary of your plan and why it deserves to be funded.

Reference no: EM133480697

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