Marketing Strategies Used by Uber to Enter the Kenyan Market

Abstract

The mode of entry that a company chooses to enter a foreign market is usually a strategic decision that requires adequate research and calculated risks of cost benefit analysis. The strategies usually have a great impact on performance and the success of a company in the foreign markets. The objective of this study was to establish the marketing strategies used by Uber to enter the Kenyan market. The research design was a case study; it was. The study mainly banked on both primary and secondary data, primary data was collected using an interview guide while secondary data was collected on the overall performance of the research from the corporate plans, online journals and publications. Qualitative data was used and therefore content analysis was utilized to analyze the data at hand. The study determined that Uber used the 4p’s of marketing to penetrate the Kenyan market, Uber took advantage of its brand name, technological expertise and know how to transform the Kenyan taxi industry. The study further found that Ubers flexible approach of its operations in Kenya made the company become successful in Kenya. The study recommends a deeper research to be conducted on the challenges uber encountered and a further research on how Taxify entered the Kenyan market