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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.

“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


Meru cabs is doing a lot to survice in the market to maintain its positions in the markets.


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
AC 2.1: marketing tool for jaguar car:7
Marketing mix 4p:7
PEST analysis:8
SWOT analysis9
AC 2.3: Current customer relationship marketing by the jaguar car company:10 Email: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


Essay Topics:

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