Case Outline

We have divided the project into few major parts, first being identifying the drivers for opting for a
service provider like Uber and identifying the relative importance. Secondly, we will identify the cohort
and find the estimated market size, potential growth and segment wise messages along with the
touchpoints and channels. Lastly, with this we will also identify the barriers for Uber and identify the
customer value proposition for each feasible segment which can help Uber in progressing as the
operating system of Visakhapatnam.

Identifying the drivers:

1. To identify the drivers, we will use FGDs, individual interviews, consumer surveys as Primary
research and secondary research onto which we will use text mining to identify the common
and most stated drivers.
2. To identify the stack rank of these drivers we will use comparison matrix where we use the
frequency and some surveys to identify the ranking and trade-offs between these drivers

Identifying the Cohort:

1. To identify the cohorts, we will use segmentation based on demographics and psychographics
2. After identifying the cohorts, we will use secondary research to identify the size of the
segment along with the potential growth.
3. We will choose few of these valuable segments and analyse the customer decision making
journey to identify the touchpoint and channels to facilitate sales funnelling

Competitors and Substitutes analysis:

1. Through interviews and surveys, we will identify the preferred mode of transport for the
people in Visakhapatnam – Personal Vehicle, Taxi, Auto, Ola, Rapido etc. This will provide us
the avenues of improvement for Uber.

Identifying the barriers:

1. While identifying we will also collect information about the awareness of Uber and if they
don’t use Uber, what is the reason for not choosing Uber over other service providers to
identify the value that Uber is unable to deliver. Along with this we will use secondary research
for the same

Requirements & Assumptions:

1. We would need data of the existing fares (or a rough idea) of the fare breakdown to look at
possible reasons of customer dissatisfaction.

Assumptions:

1. We will make use of extrapolation for the primary research.

2. We will use guestimates in addition to our primary research to know the overall market size
of Visakhapatnam.

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