Students are to read the case study on “Uber in China” and answer the following questions which relate
to the case study.
1- List and analyse the major services provided by Uber in China (2 marks)
2- What is Uber’s competitive advantage? (2 marks)
3- What is Uber’s positioning in the market? (2 marks)
4- Explain the business model and strategy Uber has employed in China (2 marks)
5- How is Uber’s e-business marketing strategy innovative? (2 marks)
6- What is the main pricing method used by Uber ? (2 marks)
7- What are the business motivations for buying Uber’s services? (2 marks)
8- Compare the services offered by Uber with those offered by one other main
competitor (2 marks).
9- Should Uber follow the steps of those leaders (competitors) who were trying to
effectively buy a greater market share through more generous spending, or should it
instead seek another way to gain consumers and, most importantly, profit from its
business? Discuss using leading industry and academic sources (at least 4). (4
marks).
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To answer the following report questions on Uber in China, you will need to research,
read and use additional articles and publications
Use e-business marketing concepts to explain your answers.
Formal academic writing style is required.
References according to Harvard Referencing Style.
Total No. of Pages: 8 page report (maximum), plus references and appendix.
No Table of Contents in needed. No cover sheet is needed.
No need to type out the question. Just type Q1, Q2, Q3, etc.
Type your name and student number in the header of the word document.
12 point font size; 1.5 spacing, Arial font style.
The reports will be subjected to plagiarism check using Turnitin.
This Assessment Task relates to the following Learning Outcomes:
– Understand the concepts and approaches to E-Business Marketing
– Understand contemporary and emerging skills and capabilities required for
marketing in the digital age.
– Understand the new marketing philosophies and practices in areas such as Online
Branding, Social Media, Mobile Marketing and Digital Media.

Uber. Managing a ride in China Uber. Managing a ride in China