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Unit 2 Context Analysis Uber UK Level 5 HND Diploma Business

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Unit 2 Context Analysis Uber UK Level 5 HND Diploma Business

Referencing Styles : Number of pages:

  • Course Code: CST08562
  • Course Title: Unit 2 Context Analysis Uber UK Level 5 HND Diploma Business
  • Country: Australia
  • University: University of Queensland


  • Who are our audiences? (consumer or industrial?/Demographics)
  • Where are they? (Local, national, European or global)
  • How are they feeling right now?
  • What are the key issues on their minds?
  • What do they buy? (travel services)
  • How do they buy? (DMP? FCB grid Vaughn)
  • When do they buy?
  • What factors influence their purchase decisions?

Intro to Q2

  • Key issues that need to be addressed
    • Risk of reputation damage to Uber
    • Risk of damage of customer confidence
    • up to 6 issues
  • Tools for each strategy component
    • PULL – dominant tool: advertising, sales promotion, DM (social media and all the tech tools)
    • PUSH – dominant tools: personal selling; PR, direct marketing
    • PROFILE – dominant tools: Public relations, advertising

Key concepts in project (aspects of marcomms planning)

Situation analysis – Question 1


Strategy – Question 2


Action plans (project management)

Control and evaluation 

DMPs – consumer and organisation

Perception of risk issues (Settle & Alreck)

Level of elaboration (Aaker)

Combine DMP and Perception of risk (Mitchell & Boustani)

FCB Grid – variations of think-feel-do

Attitude components

Segmentation/Targeting/Positioning issues

Above-the-line vs. below-the-line

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