The Evaluation of Marketing Strategic Challenges While Entering a New Market: The Case of Uber in India
| dc.contributor.advisor | Zayadin, Rana | |
| dc.contributor.author | Almasoudi, Ali | |
| dc.date.accessioned | 2024-10-29T11:47:18Z | |
| dc.date.issued | 2024-08-30 | |
| dc.description | This paper examines Uber's entry into the Indian market, focusing on strategic marketing challenges. The study evaluates Uber's approach to overcoming obstacles, such as regulatory issues, intense competition, and the need for cultural adaptation. It employs frameworks like Porter’s Five Forces and various market entry models to analyze Uber's strategies, including partnerships, technological investments, and customer experience enhancements. The findings highlight the importance of aligning strategy with local market conditions for successful international expansion. | |
| dc.description.abstract | This 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. | |
| dc.format.extent | 30 | |
| dc.identifier.citation | Harvard | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14154/73364 | |
| dc.language.iso | en | |
| dc.publisher | University of Sussex | |
| dc.subject | Marketing Strategic | |
| dc.subject | New Market | |
| dc.subject | Uber | |
| dc.subject | India | |
| dc.subject | Marketing Strategy | |
| dc.subject | Market Entry Challenges | |
| dc.subject | Uber in India | |
| dc.subject | Regulatory Environment | |
| dc.subject | Competitive Analysis | |
| dc.subject | Porter's Five Forces | |
| dc.subject | Strategic Adaptation | |
| dc.subject | Local Partnerships | |
| dc.subject | Technology and Innovation | |
| dc.subject | Customer Experience | |
| dc.subject | Cultural Adaptation | |
| dc.subject | Sustainability | |
| dc.subject | Corporate Social Responsibility (CSR) | |
| dc.subject | International Expansion | |
| dc.subject | Uppsala Model | |
| dc.subject | Eclectic Paradigm | |
| dc.subject | Emerging Markets | |
| dc.title | The Evaluation of Marketing Strategic Challenges While Entering a New Market: The Case of Uber in India | |
| dc.type | Thesis | |
| sdl.degree.department | Strategy & Marketing | |
| sdl.degree.discipline | International Management | |
| sdl.degree.grantor | University of Sussex | |
| sdl.degree.name | Master of Science |