Marketing Class Mid-Term Question You are starting as a new employee for a ride

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Marketing Class Mid-Term Question
You are starting as a new employee for a ride share- Uber. As your first assignment, you’ve been asked to develop a 30,60,90 day plan for your new position, Marketing Manager. Please lay out what you would suggest for your first 90 days, as a new company employee, to most effectively do your job. Marketing Class Mid-Term Question
You are starting as a new employee for a ride share- Uber. As your first assignment, you’ve been asked to develop a 30,60,90 day plan for your new position, Marketing Manager. Please lay out what you would suggest for your first 90 days, as a new company employee, to most effectively do your job. Marketing Class Mid-Term Question

Explanation / Answer

The Marketing Plan for Uber

As a newly appointed Marketing Manager for Uber, the manager holds numerous responsibilities. The responsibilities of a Marketing Manager are broken down for a 30, 60 and 90-day plan.

Thirty Day Plan

In the first month, the manager will spend his time to study the company. He will study the various strategies employed by the company to acquire the business. Based on the previous strategies and a thorough analysis of company, competitors and customers (3 Cs),

-Marketing objectives are set

-Marketing strategies are devised

-The manager conducts meetings with other departments and staff for budget allocations, to learn more and collect feedbacks, opinions, analysis, reports etc.

After a thorough analysis benchmarks are set for measuring the performance of Uber rides.

An initial market research is being carried out in this stage, mainly from secondary sources.

Sixty Day Plan

In the second month, the marketing manager gradually moves in to the execution of his plans and strategies. Press meetings are given regarding new rides or expansions, extensive brandings and promotional activities are carried out.

An extensive social media branding and marketing may be planned. He identifies the various target markets and devise strategies for positioning Uber.

Various benchmarks such as measuring customer satisfaction can be set in the second month too.

The manager builds a marketing team who implements the ideas generated in the team meetings. The team under his leadership develops innovative concepts and models for marketing Uber.

Market research activities are being expanded through customer interviews and feedbacks.

Ninety Day Plan

The third month, continues with all the activities of the previous two months along with new plans and corrective measures after various analysis like customer feedback, goal-outcome metrics, etc. The outcomes are measured through key performance indicators like increase in Uber rides.

The manager expands his activities by slowly interacting with customers in social media, collects feedback from them. The manager tries to create a better relationship with the customers aiming for effective positioning of Uber rides.

The manager analyses the outcomes of his strategies through customer feedback, through various data driven metrics and reports. Various metrics are created for measuring the outcome of the set goals.

Although it will take a few more months to generate a better view of the performance, he starts getting signs of the success or failures of his strategies in three months. Successful strategies may be maintained; corrective measures may be taken in areas of improvement. Corrective measures can be identified based on feedback of the customers. Customer feedbacks and insights are generated though social media, 24*7 toll free numbers, which will help the manager to know the preferences, issues and grievances of Uber customers.

Here also, market researches are carried out and corrective measures are taken to improve the performance.

The manager also sets up a Customer Relations Team to handle the queries and grievances of the customers.

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