Please use Uber.

you are going to complete the first half of a market plan as outlined in Chapter 17 of your textbook. You will conduct a situational analysis on one product or brand of the company of interest to you and determine what growth strategy the company should pursue next year.

Situational analysis Concise brand/company overview - no history needed Customer analysis (primary value(s) sought, level (low, moderate, high) of brand loyalty in the industry, behavioral factors (e.g. price sensitivity, channels used, etc.), Two customer journey maps: one, loyal/informed customers; two, non-loyal/uninformed customers. Context - External analysis Competitive analysis Collaborator analysis Market analysis (size of market, growth of market, maturity of market, prominent market segments, segments currently targeted by the company) SWOT Analysis Marketing Objective Describe and assess the current market growth strategy used by the brand What should the market growth strategy be going forward? Support your decision based on the situational analysis.