This report provides an analysis and evaluation of the current brand strategy of mytaxi in Ireland. To fully understand and value the strategy, the current situation and future of the customers and competitors must be examined. The customer analysis takes a closer look at the amount of travellers, the population in Ireland and the current number of taxi licenses and their development over the years. It also considers future trends and progresses. In addition, the self-analysis of mytaxi takes a further look on mytaxis’ start in Ireland, the development over time, the reputation and what is going to happen in the future.
A SWOT analysis was used to give a compact overview of the current situation of the company. Finally, the two main competitors, Uber and Lynk, were analysed and compared to mytaxi. The Gartner Magic Quadrant was used to reflect the finding towards the three companies. Results show that the population of Ireland increases as well as the amount of travellers but the number of taxi driver licenses decreases. Furthermore, it shows that mytaxi is the only company performing well compared to its competitors. However, mytaxi has a bad reputation in Ireland. There is a lack of trust in the company from the customers, passengers and drivers.
The report finds that the current brand strategy does not reach the target groups effectively. Recommendations include providing a more emotional position of the brand to reduce the lack of trust. Furthermore, the brand loyalty can be increased by a better reputation of the brand. This can be achieved by a better relationship to the drivers. The announced rebranding should be reconsider again to not lose the brand equity. However, to benefit from the new brand, they need to build strong brand elements like slogan and brand mantra.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- 1. Introduction
- 2. Brand Overview
- 3. Brand analysis
- 3.1 Customer analysis
- 3.2 Self-analysis
- 3.2 Competitor analysis
- 4. Repositioning strategy
- 5. Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this report is to analyze mytaxi's brand strategy in Ireland, evaluating its effectiveness and proposing a repositioning strategy. This involves examining the current market landscape, including customer behavior, competitor analysis, and mytaxi's internal strengths and weaknesses.
- Analysis of mytaxi's brand strategy in the Irish market.
- Assessment of customer preferences and market trends.
- Competitive analysis of key players like Uber and Lynk.
- Identification of mytaxi's strengths, weaknesses, opportunities, and threats.
- Development of recommendations for a repositioning strategy.
Zusammenfassung der Kapitel (Chapter Summaries)
Executive Summary: This report analyzes mytaxi's brand strategy in Ireland, considering customer and competitor landscapes. Customer analysis examines traveler numbers, population, taxi licenses, and future trends. A self-analysis of mytaxi's history, reputation, and future prospects, including a SWOT analysis, is conducted. Competitor analysis compares mytaxi to Uber and Lynk using the Gartner Magic Quadrant. Findings indicate increasing population and travelers but decreasing taxi licenses. Mytaxi shows strong performance compared to competitors, yet suffers from a poor reputation and lack of customer trust. Recommendations include creating a more emotional brand position to improve trust and loyalty through better driver relationships. The planned rebranding should be reconsidered to avoid loss of brand equity, but strong brand elements (slogan, mantra) are necessary for success.
1. Introduction: The report highlights the ever-changing landscape of transportation, from traditional methods to modern ride-hailing apps like mytaxi. The fast-paced environment emphasizes the need for companies to constantly assess their strategies' effectiveness in attracting and reaching target groups. A clear brand strategy allows for quick adaptation and reaction to market demands, ensuring competitiveness in a dynamic marketplace.
2. Brand Overview: This section details mytaxi's history, from its founding in Hamburg in 2009 to its expansion into international markets, including Vienna in 2011. The merger with Hailo in 2016 significantly expanded mytaxi's reach in the UK and Ireland. The section emphasizes mytaxi's current European presence, with operations in over 100 cities and over 100,000 registered drivers. The focus is narrowed to mytaxi's operations specifically in Ireland.
3. Brand analysis: This chapter provides a comprehensive analysis of mytaxi's brand, broken down into customer, self, and competitor analyses. The customer analysis highlights the diverse customer base—business people, private individuals, locals, and tourists—and mytaxi's efforts to reach younger audiences through social media. The self-analysis examines mytaxi's history, development, and reputation in Ireland, likely incorporating a SWOT analysis to illustrate its current positioning. The competitor analysis compares mytaxi's performance against Uber and Lynk, possibly using frameworks such as the Gartner Magic Quadrant to visualize their relative strengths and weaknesses in the Irish market.
Schlüsselwörter (Keywords)
mytaxi, brand analysis, repositioning strategy, Ireland, ride-hailing app, customer analysis, competitor analysis (Uber, Lynk), brand strategy, SWOT analysis, Gartner Magic Quadrant, brand reputation, brand loyalty, target groups.
mytaxi Brand Strategy in Ireland: FAQ
What is the main objective of this report?
The report aims to analyze mytaxi's brand strategy in Ireland, assessing its effectiveness and proposing a repositioning strategy. This includes analyzing the market landscape, customer behavior, competitor analysis, and mytaxi's internal strengths and weaknesses.
What key themes are addressed in the report?
Key themes include analyzing mytaxi's brand strategy in the Irish market, assessing customer preferences and market trends, performing a competitive analysis of key players (Uber and Lynk), identifying mytaxi's SWOT (Strengths, Weaknesses, Opportunities, and Threats), and developing recommendations for a repositioning strategy.
What aspects of mytaxi's brand are analyzed?
The report provides a comprehensive brand analysis, covering customer analysis (examining traveler numbers, population, taxi licenses, and future trends), self-analysis (evaluating mytaxi's history, reputation, and future prospects, including a SWOT analysis), and competitor analysis (comparing mytaxi to Uber and Lynk, potentially using the Gartner Magic Quadrant).
What is the current state of mytaxi in the Irish market, according to the report?
The report indicates increasing population and traveler numbers but decreasing taxi licenses. While mytaxi shows strong performance compared to competitors, it suffers from a poor reputation and a lack of customer trust.
What recommendations are made for mytaxi's repositioning strategy?
The report suggests creating a more emotional brand position to improve trust and loyalty through better driver relationships. It also advises against a planned rebranding to avoid loss of brand equity, but emphasizes the need for strong brand elements (slogan, mantra) for future success.
Which competitors are analyzed in this report?
The report analyzes the competitive landscape, specifically comparing mytaxi to Uber and Lynk.
What analytical frameworks are used in the report?
The report uses the SWOT analysis framework to assess mytaxi's internal strengths and weaknesses, and potentially employs the Gartner Magic Quadrant for visualizing the competitive positioning of mytaxi against Uber and Lynk.
What are the key findings of the customer analysis?
The customer analysis considers the diverse customer base (business people, private individuals, locals, and tourists) and mytaxi's efforts to reach younger audiences through social media.
What is the focus of the self-analysis section?
The self-analysis examines mytaxi's history, development, and reputation in Ireland.
What are the key takeaways from the competitor analysis?
The competitor analysis compares mytaxi's performance to Uber and Lynk, highlighting mytaxi's relative strengths and weaknesses in the Irish market.
What are the key words associated with this report?
mytaxi, brand analysis, repositioning strategy, Ireland, ride-hailing app, customer analysis, competitor analysis (Uber, Lynk), brand strategy, SWOT analysis, Gartner Magic Quadrant, brand reputation, brand loyalty, target groups.
- Arbeit zitieren
- Vanessa Busch (Autor:in), 2019, A brand analysis of mytaxi. What could a repositioning strategy include?, München, GRIN Verlag, https://www.grin.com/document/493235
