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1) SW requires all drivers to be accredited, pass a criminal check and a test on familiarity with the apps required to do the job.

2) The system will allow both customer and driver to rate each other and provide comments. A star-rating system will appear for both customer and driver next to their online verified IDs.

Driver and Customer Screening

The sun Wukong which is commonly known as the SW is one of the most common and most unique idea for the taxi platform or the taxi hiring application department. The taxi service provides some of the most unique way through which the customer can book a cab using the applications. Rather than the contemporary systems where the prices of a a journey is based in the prefixed set of prices based on the distance and time that would be required for the purpose of setting the price of the journey the SW works in fixed route. That is the customers of the process can book a price from the Melbourne airport to any other location or from any location to the Melbourne airport. As of the prices of the journey it be depended on the demand and of the cab at the time of the booking (Rayle et al., 2014). The customers opens their mobile based application of Sun Wukong in order to book the taxi services. The user needs to enter the location or fetch the details from the GPS sensors of the device. Different forms of tools within the app that would include the costs, estimated time of arrival, distance would be taken into consideration. The process of the booking o the cab begins when the user sends a request for the process of the booking of the cab a window is opened on the all the drivers that are available on the location of the booking. The windows is opened only for a 5mins and the driver who enter the lowest amount of the price for the journey managing all expenses of the journey wins the race and the cab is booked. Since the beginning of the journey the entire, the application tracks every update of the driver and the customer of the application (Restuccia & Das, 2014). After the cab is booked, the user gets a page where the user can select form the online payment or the offline payment options. There are various forms of the payment options like the net banking, the credit card or debit card pay and other methods for the process of the payment are present.

The application made by the sun Wukong is one of the most advanced and most user friendly application that is created. The entire process of the booking process depends on the user rating of the customer and the driver. If for some customer the rating is low then the client might not get any good partner for the journey (Aloisi, 2015). As of the process of the business objectives the sun Wukong must choose the driver in a very serious manner. Some of the guideline that must be followed for the process of the choosing the driver and customer must include the processes like the:

Secured and Safe cars

As the entire process of the booking of the cab and selection of the drivers is based in the process of the user experience so the organisation must ensure that both the client and the customer must not have any past criminal records (Baden-Fuller & Haefliger 2013). The organisation must ensure tight security checks in order to ensure maximum safety to both the customer and the driver (Christensen, Raynor & McDonald, 2015). The organization must ensure that all the documents that are submitted by the customer and the driver is properly cross-checked and if there is any criminal background or tendency of the customer then the organisation must immediately cease all the activities in the profile of the customer. The level of the agreement that is made between the customer and driver the policy must be ensured enough so that both the parties are safe throughout the journey. If there is any first time crime activity that is recorded within the journey in progress then the organisation must take strict actions like seizing the licensee or the documents that are submitted in the time of the making the profile.

In order to make the journey of the customer a safe and relaxing one the organisation must ensure that the car is perfectly safe for the journey (Greenblatt & Shaheen, 2015). The car must also a clean one as an unclean or unsafe car can reduce the image of the organisation in front of the customers. The organisation must check all the documents of the car before permitting it to be used in the platform. Also the car must be checked properly so that there are low chances of any accident while the journey is in commence.

This is one of the most important thing that is to be properly implemented in order to make the journey more secured one. Rating will help the organisation to understand the nature of the customer and the driver (Harding, Kandlikar & Gulati, 2016). If a partner of the organisation is having low rating then there must be some issue with the client hence the company must ensure proper actions are taken. Also high rated customers must be matched with high rated drivers and the low rated customers with the low rated drivers in order to ensure right match with the partners.

The organisation must only be limited to the application and ensure that there is a proper website of the application which can help the customers. If a certain customer is unable to use the application at a certain point of time then the organisation website can be used for the task. The website should possess each and every functionality that would be present within the web application (Greenwood & Wattal, 2015). The feature of detection of location services, payment methods, ease of choosing taxi service should be quite handy for the benefits of the customer. Hence the organisation must ensure that there is proper website must be designed for the purpose to ensure that there is a proper working website of the organisation. This also help in the publicity of the organisation and the customers will have more faith in the working of the organisation.

Rating of Both the Parties

The customers can be attracted through the introduction of the reward system that will allow the consumers to avail extra services as a bonus in addition to the previously available services. The offer will be limited for the mobile users and the rewards will be distributed after overviewing the ratings of the drivers and frequency of using the Sun Wukong (SW) taxi services. There are many taxi services available in Melbourne and so the competition will always be the crucial factor for Sun Wukong (SW) in manner to take a valuable place in the market and hence, the organization can implement this marketing strategy for the promotion of the services being introduced to the consumers.

The reward system will no doubt enhance the customer attraction expectations and meeting the increasing demand of the consumers. The reward system can be offered to the loyal consumers overviewing their tour history and the review provided by the drivers (Strauss & Frost, 2016). A certain limit can be set in manner to assure that some percentage of the profit can be cut for providing the coffee vouchers for the consumers. For example, SW can set a strategy that riders who get 5 start rating by the drivers for consecutive five drives will be rewarded with two coffee coupons of eleven store. Or SW can simply count the rides in which driver gave them 5 star and if the count reaches to 10, the users would be able to claim the voucher of eleven coffee shop. The drivers could gain the value for same preferences as the number of riders rating them 5 star will allow the drivers to claim the coupon. The coupon should have certain validity in manner to make sure that at once the limit offers should not end and effect the overall profit of the SW. the organization will have to bear the cost of the coupons and provide their users a delicate offer that can attract the consumers to avail the same services. The coupons will be made available on the mobile application server allowing the consumers to access and store them in the mobile application itself and use the coupon wherever and whenever they want to.

The proposed strategies will have many benefits in gaining the loyalty and trust of the staffs and consumers and assuring that the service delivery by the SW taxi has been done in much higher rate and effective way. The very first benefit of this strategy will be promotion of the SW among the Australian consumers and informing them about the services in addition to the offers in manner to introduce them about the innovative services and offers being introduced to them (Lovelock & Patterson, 2015). The second benefit will to attract the consumers through providing profitless offers such as seven-eleven coffee coupons. Considering the present market and management strategies, the best strategy for attracting consumers is to offer them offers for free as an additional service bonus. The consumers are mostly attracted towards the offers and avail the services, however the further strategy will focusing on the best services being delivered to them at the competitive price in manner to make sure that the consumers love the service and willing to avail the same services again. The loyalty and trust of the staffs are the very crucial aspects fort the organization in manner to sustain and provide necessary output and production. The improvement in the trust and loyalty, more consumer attraction, more service consumption will alternatively allow the enhancement in the production and output of the organization (Gulbahar & Yildrim, 2015). The availability of the coupons on the mobile application will make the system flexible and available for the consumers and the staffs  and hen

Availability of Website

Despite of so many advantages, there are certain disadvantages those could certainly lead to the proposition of the introduced system as a failure for SW those need to be considered at the prior of the deployment of the strategy in the market. The first disadvantage is the intrusion that could possible allow the intruder to gain the access to the network or server and use the coupons for personal benefits. The users would be allowed to make the payment using credit or debit card and hence, the SW will be calculating personal and sensitive information whose expose could possibly lead to the privacy and security issues of the individuals availing the same services. Proper security measures and strategies are compulsory while launching such application that will be collecting sensitive information in association with the proper policies and regulations (Ng, Chow & DeLima, 2015). The drivers or riders might rate as per their mood however, for the poor ratings a telephonic conversation or email chat can be an effective way to discuss about the issues, problems and others and implement the necessary changes required in the system.

Conclusion

The above proposed strategies will be the very first step for SW to make its place in the market and promote itself among the consumers. This is some sort of similar to the referring bonus for the consumers that is on trending nowadays. However, the innovative strategies proposed above will allow the SW taxi services to be competitor among the Australian taxi service industries. This system will ensure the expectation meeting of both the drivers and the riders, as this has not been yet considered for the drivers. The loyalty bonus is still there in the available taxi services however, this is not similar the bonuses rewarded to the riders. The SW will allow same positioning, rewards and services for the riders and the drivers assuring the loyalty and trust of the riders and the staffs on the organization assuring high consumption of services and better service deliveries of the staffs. The proposed strategies will allow SW to sustain in the competitive market as innovation is the only key to survive in this scenario. The above mentioned facts conclude that the selected strategies could be delivered in an efficient manner if proper managerial and leadership attributes are managed for the accomplishment of the necessary survival in the market.

References:

Aloisi, A. (2015). Commoditized workers: Case study research on labor law issues arising from a set of on-demand/gig economy platforms. Comp. Lab. L. & Pol'y J., 37, 653.

Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long range planning, 46(6), 419-426.

Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive innovation. Harvard Business Review, 93(12), 44-53.

Greenblatt, J. B., & Shaheen, S. (2015). Automated vehicles, on-demand mobility, and environmental impacts. Current sustainable/renewable energy reports, 2(3), 74-81.

Greenwood, B. N., & Wattal, S. (2015). Show me the way to go home: An empirical investigation of ride sharing and alcohol related motor vehicle homicide.

Gulbahar, M. O., & Yildirim, F. (2015). Marketing efforts related to social media channels and mobile application usage in tourism: Case study in Istanbul. Procedia-Social and Behavioral Sciences, 195, 453-462.

Harding, S., Kandlikar, M., & Gulati, S. (2016). Taxi apps, regulation, and the market for taxi journeys. Transportation Research Part A: Policy and Practice, 88, 15-25.

Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.

Ng, G., Chow, M., & de Lima Salgado, A. (2015). Toys and mobile applications: current trends and related privacy issues. In Mobile Services for Toy Computing (pp. 51-76). Springer, Cham.

Rayle, L., Shaheen, S., Chan, N., Dai, D., & Cervero, R. (2014). App-based, on-demand ride services: Comparing taxi and ridesourcing trips and user characteristics in san francisco university of california transportation center (uctc). University of California, Berkeley, United States.

Restuccia, F., & Das, S. K. (2014, June). Fides: A trust-based framework for secure user incentivization in participatory sensing. In World of Wireless, Mobile and Multimedia Networks (WoWMoM), 2014 IEEE 15th International Symposium on a (pp. 1-10). IEEE.

Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.

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