UBER EXPANSION STRATEGY: NEW MARKET ENTRY

PROPOSED MARKET: TIER-2/3 CITIES IN INDIA

PRESENTED BY: SIDDHARTH SHUKLA

MISSION & VISION

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Mission: ��To provide transportation as reliable as running water, everywhere, for everyone

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Vision:�

To ignite opportunity by setting the world in motion���

Objective:

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To transform the commute experience in Tier-2 and Tier-3 cities of India by making transportation accessible, affordable, and sustainable

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WHY INDIA?

• High Growth Potential (GDP Growth ~ 6-7%)
• Urbanization (1.5% YOY Growth)
• Smartphone Penetration (~ 17% YOY increase in Tier-2/3 cities)
• Tourism Hub (~ 1.9 million tourists visit Tier-2/3 cities in India)
• Limited access to public transportation (~ 5%)
• Light regulations
• Launching EVs(~ 70% less operational cost + ~ 40% government subsidy on purchase)

Marketing Analysis

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UBER FLEXI

• Driver & customer quote their prices
• If prices match, the ride gets booked
• Advantages:�- This allows both parties to negotiate and reach a mutually agreeable fare, ensuring a fair and transparent pricing model.�- Upon agreement, the ride is instantly confirmed, providing a seamless and efficient booking experience for both drivers and customers.�- Less cancellation rates from both the parties
• KPIs�- Average number of matches monthly�- Customer & Driver retention rate�- Customer Rating�- Driver & customer cancellation rate��

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ASSUMPTIONS & RISK MANAGEMENT

• Key Assumptions:�- Entering new market to boost revenue.�- Stable political and economic environment.�- Continued smartphone and internet growth.�- Easy & affordable access to internet in India compared to neighbouring countries�- Robust infrastructure in tier-2/3 cities in India, making it ideal for Uber's operations.�
• Risks & Mitigation:�- Regulatory Hurdles�- Local Driver Protests�- Digital Literacy�- Pricing Sensitivity

Go-To-Market Strategy