Develop and comment on UBER and LIFT marketing strategy to gather new passengers.

DIGITAL BUSINESS Make-up Task brief & rubrics

Task: Case-Situation Analysis.

· Individual assignment.

· Students will explore the raise, fall and final stabilizations of the platform businesses UBER and LIFT.

1. Identify and critically evaluate the main digital platform aspects UBER and LIFT and how do they work.

2. Develop and comment on UBER and LIFT marketing strategy to gather new passengers.

3. Analyze some of the operational, financial, and legal problems that UBER and LIFT have faced in some countries.

4. Use recent articles to conclude if these services pose a threat to the TAXI industry and/or if they will overtake it completely in the near future.

· The student must structure arguments, facts and figures coherently to support the statements made for each element of the topic. The student is also encouraged to use critical thinking approach at all times. To this end, please make use of a wide variety of academic sources such as EBSCO or Google Schoolar – two of the biggest repositories of academic sources that you may use in your document.

Submission: Friday, 30 of September 2022, at 23:59 CEST.

Weight:

Formalities:

· Wordcount: 2000 – 2500 words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

· Examine and evaluate key digital marketing concepts of delivering benefits to customers

· Evaluate the limits of digital marketing strategies and identify why and when a mix of marketing approaches may be preferred

· Formulate the appropriate indicators for data analysis and user analytics to optimize market penetration considering the company’s sales strategy

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