Uber Eats

2020-02-27 363浏览

  • 1.Morgan Blein Stefanie Koch Jamie Laforge Jessica Martin Tamer Rasamny
  • 2.Agenda Agenda ● ● ● ● ● ● ● ● Facts about Uber/Uber Eats Problem Definition Research Goals SWOT Methodology and Operationalization of Variables Data Analysis Discussion of Results/Recommendation Marketing Strategies
  • 3.Facts & Background
  • 4.Facts About UBER ● ● ● ● The concept for Uber came to light in 2008 when Garrett Camp, the founder of Stumble-Upon, saw a need to address the taxi problem in San Francisco. Launched in 2009 with Garrett Camp and Travis Kalanick as its co-founders. Mobile App that allows riders to submit a trip destination request which is then routed to local drivers nearby, who in turn would pick them up at a prearranged location in minutes. The Launch ○ Uber has become a great success ○ ● Currently operates in 60 countries and 330 cities. Uber hasexpanded:○ UberCargo (transportation of cargo) ○ UberCarpool (Uber carpool transportation), ○ UberFresh (Transportation of fresh produce) ○ UberEats (Food delivery service).
  • 5.Facts About UberEats ● ● ● ● ● ● ● A sub-service of Uber which uses the same drivers that carry passengers to also deliver food $3 delivery flat fee Currently available on weekdays 11am - 2pm Seamless UX/UI on the app Provides an affordable alternative to food delivery which makes it ideal for customers to use. The UberEats service is rapidly expanding is now availablein:San Francisco Los angeles New York Chicago Toronto Barcelona Atlanta Washington D.C Austin Seattle (most recent) Still looking to expand to other markets
  • 6.How It Works 1 Open the Uber app and tap. 2 Enter your location within the delivery area and place order. 3 Track your delivery. Your meal will be curbside in minutes. ● UberEATS is only available in SoMa and FIDi, but we plan to expand soon.
  • 7.Example
  • 8.The Food Delivery Industry Background ● $70 billion spent a year on takeout/delivery in the United States ● Huge growth potential ● 95% of takeout orders are being placed by phone or with a paper menu currently
  • 9.Problem Definition
  • 10.Problem Definition ● The focus of our research is to better understand the needs and wants of consumers in the food delivery service industry. ● More specifically, to understand the future opportunities for UberEats to offer various food delivery options at an affordable price.
  • 11.Research Goals
  • 12.How can UberEats leverage its assets and key partnerships in order to steadily rise its market share within the food delivery industry Areas of focus willinclude:○ Help Uber understand and fulfill needs of as many customers as possible ○ Provide insight on how UberEats can provide more meal options to customers ■ Expand Restaurant Partnerships through networking ○ Keep delivery costs to a minimum without increasing delivery time ○ Expand the service to other locations throughout the U.S. ■ Expand globally over time ○ Analyze market and any other potential opportunities or target segments for the business ○ Explore UberPerks ■ Incentive program for participants and restaurants
  • 13.SWOT
  • 14.W S Strengths Weaknesses 1. 2. 3. 4. 5. 1. 2. 3. 4. 5. 6. High standard of service is offered to riders Cashless paymentsystem:easy & convenient Lower prices compared to traditional taxis Unlimited number of vehicles Dual rating system by drivers & riders boost safety & trust 6. food delivery within 10 min 7. no responsibilities toward employees 8 already brand awareness (UberX) Business model can be easily imitated There is low loyalty between Uber and its drivers only specific designated areas only a small variety of offerings per day only a fixed time-bracket for ordering Privacyconcerns:Uber tracks where the customer is coming from and where s/he is going
  • 15.O T Opportunities Threats 1. providing extra services ( school-shuttle for children) 2. enter another market (India) → Huge potential demand/market in developing countries 3. opening own restaurant with delivery service 4. offering discounts/deals with restaurants because of a good brand partnerships → mutual benefits 1. Opposition from taxi drivers & government/ other food delivery services 2. Uncertain future due to lack of regulations 3. Increasing competition (Lyft) 4. Customers can easily switch to another substitute
  • 16.Analysis of Competitors
  • 17.Survey result
  • 18.Bench-marketing
  • 19.UberEats USP against competitors Tracking possibility Delivery within 10 min Easy cashless payment method Diversity and variety of special food, not only burgers, pizza (organic, high quality food and desserts) → every day special deals Brand performance (Exclusiveness, High Quality, corporate pictures/desing) Remind me- function, record of spendings
  • 20.Methodology and Operationalization of Variables
  • 21.Sample Size N = 94
  • 22.Survey Instrument
  • 23.Survey Instrument (end)
  • 24.Data Analysis
  • 25.DATA ANALYSIS Hypotheses 1. Independent Sample T-Test, Willingness vs. Gender 2. Paired Sample T-Test, Willingness to try new methods of delivery vs. Age 3. Simple regression on Importance of price and total annual income 4. Multiple Regression, Familiarity with Uber vs. Demographics (Age, Gender, Income) 5. Multiple Regression, Willingness to try new food delivery methods vs. Demographics 6. MultipleRegression:Willingness'>Regression:Willingness