Saudi Cultural Missions Theses & Dissertations
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Item Restricted The Evaluation of Marketing Strategic Challenges While Entering a New Market: The Case of Uber in India(University of Sussex, 2024-08-30) Almasoudi, Ali; Zayadin, RanaThis project aims to assess the strategic marketing challenges Uber faces while entering the Indian market. Accordingly, the research focuses on understanding how Uber navigated complex regulatory environments, adapted its services to local needs, and leveraged technology and partnerships to create a competitive position. The key findings reveal that Uber’s success in India was largely driven by strategic service adaptation, investment in technology, and commitment to sustainability. The study concludes that Uber’s ability to align its strategies with local market dynamics was crucial in overcoming the challenges of entering a highly competitive and diverse market.26 0