Strategic Communication: Challenge


I need to create an integrated communications program to launch a competitor to Uber in New York City

How would I use the library's resources to answer the following questions:

  • How can I learn more about the on-demand economy and trends in this space?
  • I want to learn as much as I can about my competitor, Uber
  • What other competitors are in the on-demand transportation market?
  • Can I size the market opportunity?
  • My target consumers are NYC residents.
    • Who specifically should I target?  For example, what is their HHI, gender, age, other attributes (e.g., owns a smartphone, comfortable with technology and using apps, takes taxis regularly.)  
    • How can I find more out about them?  Their thoughts, feelings, attitudes, product/brand usage and media habits?
  • I’m ready to put together my integrated communications channel plan. How can I learn more about media costs and channel specifics (i.e., content, scheduling, creative unit requirements)?