UBER is known by many as the pioneer in the private car services. They created a company based on a problem many people were having around the world, which was the trouble of having to hail a cab and needing cash to pay. Times were great for UBER until they started to drown in lawsuits and PR crisis, reason why Travis Kalanick decides to resign. The brand had a clear positioning statement before the crisis: For females and males living in urban areas in need of a driver or rider, UBER is a private car service, that connects customers and drivers through an application that can take you from one place to another within minutes and without having to deal with any cash, credit cards or tips, because only UBER can offer the “topmost” private drivers. After the entire crisis the company has been facing this past year, it is safe to say that there are a few strategic changes the company has to make in order to pull themselves out from this black hole they are in. My first recommendation is to find a new CEO and team that can take the company back to what they used to be, a “luxury car service.” In order to do so …show more content…
In this case I decided to create the positioning statement around the idea of a “luxury experience.” This new statement also includes facts about the company, which will keep on building credibility and trust with drivers and of course customers. The only thing in my opinion that doesn’t change between positioning statements is the target audience. When reading the new positioning statement it would say something like this: For females and males living in urban areas in need of a driver or rider, UBER is a luxury car experience, that through an application facilitates the connection between drivers and riders completing the service safely within minutes, because only UBER can offer a luxury car service and experience in 300 cities around the