kindly answer this question base on company$-$UBER, a transportation company that is popular$-$Term paper on Principles of Marketing also include academic and industry reference for uber as the company

Strategy and Marketing Plan

You are required to produce an individual piece of work that addresses the following:

Identify a new strategy for a client organization and outline how the company's marketing will contribute to its future success. You should justify your proposal for the new strategy with evidence from relevant market, academic literature sources and relevant industry examples.

Key considerations that should shape the contents of the report include:

$$ Examine the strengths, weaknesses, opportunities and threats of the chosen company, and consideration of how marketing resources should be allocated to achieve an appropriate future outcome $($SWOT will suffice$).$

$$ Formulate and justify two strategic options $($the first one can be a critique of the current strategy$)$ and then select the best strategy by evaluating the chosen option $($Ansoff growth strategy will suffice$).$

$$ The segmentation, target and positioning should be proposed in consideration of the objectives of the newly chosen strategy.

$$ The detailed role of marketing needs to be presented to achieve the objectives of the new strategy, encompassing details on the marketing mix $($all $4$Ps will suffice$).$

$$ Strong support from academic and industry references is expected to justify the strategy and application of the $4$Ps for the chosen strategy.

$$ Use graphical $($figures$/$charts$/$tables$)$ presentations for effective and efficient communication $($Where necessary$).$

Due date: Last Saturday of February

Could be handwritten$/$typewritten $($spiral bind might not be necessary$).$