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This assignment is based upon Case Study 23 in the core text: “Uber: Competing a
This assignment is based upon Case Study 23 in the core text: “Uber: Competing as Market Leader in the US versus Being a Distant Second in China” (Wirtz and Lovelock, 2016: page 547). Read the case and answer the following question:
Using the Flower of Service, the Wheel of Loyalty, and market positioning (STP) suggest how Uber might adapt further to improve its market share in China.
Learning Outcomes
Provide a detailed understanding of the theoretical concepts and frameworks that are specific to services marketing and discuss their practical applications, both online and offline.
Distinguish and review the role of employees, customers and technology in the design and cocreation of services that are satisfactory and profitable.
Explore and analyse value propositions from a customer, management and societal perspective, and critically examine ethical and sustainable aspects related to relevant stakeholders.
Devise and implement appropriate processes to manage critical events between an organisation and a customer.
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