Meru Cabs: A spectacular growth story Essay

About Meru Cabs: Meru Cabs, operating in four metros of the country has popularised and boosted the concept of radio cabs. â€Å"Today almost 70 per cent of our passengers say that they travel by ‘Meru’ instead of calling it a ‘taxi’ and this is what has been our focus.† – Gavin Dabreo, VP-Sales & Marketing, Meru Cabs Meru now runs a fleet of 5,000 taxis in Mumbai, Bangalore, Hyderabad and Delhi and has 700 employees. The company has a top line of Rs 350crores (76mn USD) -> assets on roads. The company plans to invest $100 million and aims to generate $500 million revenue in five years. Meru’s Operational Sub Processes: Customer acquisition Booking Management Cab Delivery Service Delivery Meru Cabs: Competition Analysis: Strategy Map for Meru Cabs Technology & Development Challenges ORACLE ERP Back-end system & Siebel CRM Competitive Rivalry Internal organizational Challenges Challenges from Suppliers & Buyers Growth and Potential Challenges Conslusion: Meru cabs is doing a lot to survice in the market to maintain its positions in the markets. Paper: Growth and Potential Challenges Table of Contents AC 1.2: process involved in strategic marketing:4 Segment the market4 Profile the market segments4 Develop a market segment marketing strategy4 Situational Analysis4 Marketing Objectives:5 Marketing Strategies:5 How to Use a Strategic Marketing:5 AC 1.3: links between strategic marketing and corporate strategy:5 Corporate strategy:5 Strategic marketing.5 Links:6 AC 2.1: marketing tool for jaguar car:7 Marketing mix 4p:7 PRODUCT:7 PROMOTION:7 PRICE:8 PLACE8 PEST analysis:8 SWOT analysis9 Strengths:9 Weaknesses:9 Opportunities:9 Threats10 AC 2.3: Current customer relationship marketing by the jaguar car company:10 Email:10 Call:10 Book a test drive:11 Contact with a dealer:11 Keep informed:11 AC 1.2: process involved in strategic marketing for Jaguar: The strategic marketing process typically has three stages: Segment the market * Geographic * Demographic * Psychographic * Behavior Profile the market segments * Revenue potential * Market share potential * Profitability potential Develop a market segment marketing strategy * Market leader or product line extension * Mass marketing or targeted marketing * Direct or indirect sales After analyzing market segments, customer interests, and the purchase process, it’s time to create the strategic marketing plan. The strategic marketing plan document usually includes: Situational Analysis Where is the company now? * Market Characteristics * Key Success Factors * Competition and Product Comparisons * Technology Considerations * Legal Environment * Social Environment * Problems and Opportunities Marketing†¦