Global Ambitions, Local Realities: Uber Eats' Marketing Strategy in India and Its Demise

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Author(s): Gurloveleen Kaur (Chitkara University, India)and Megha Goyal (Chitkara University, India)
Copyright: 2024
Pages: 19
Source title: Ethical AI and Data Management Strategies in Marketing
Source Author(s)/Editor(s): Shefali Saluja (Chitkara Business School, Chitkara University, India), Varun Nayyar (Center for Distance and Online Education, Chitkara University, India), Kuldeep Rojhe (Center for Distance and Online Education, Chitkara University, India)and Sandhir Sharma (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-6660-8.ch007

Keywords: Business Science Reference / Data Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

This case examines Uber Eats' journey since its inception in 2014, focusing on its challenges in India. It showcases how Uber Eats adapted to serve customers globally, handling rapid growth, technological advancements, and partnerships. Despite facing hurdles like operational efficiency and the COVID-19 pandemic, Uber Eats emphasized innovation to stay ahead. The case also looks at Zomato's acquisition of Uber Eats in India, highlighting its impact on the food delivery industry and competition with Swiggy. It aims to offer insights into Uber Eats' performance, partnerships, and competition, providing valuable lessons for industry players. The case concludes with discussion questions to deepen understanding of strategic initiatives and industry trends.

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