Export Plan Tactics Research Paper

Export Plan Tactics Research Paper

Instructions/Descriptions

Export Plan Tactics Research Paper

Table of Contents

Executive Summary

Introduction:

Why Lyft is Exporting

Part I: Export policy commitment Statement

Part II: Situation or Background Analysis

• Product/Service for Export
• Operations
• Personnel and Export Organizations
• Products
• Part III: Marketing Component
• Distribution Methods
• Sale Goals
• Terms and Condition
• Procedures

Part IV: Tactics

• Sales Goals
• Marketing Strategies
• Primary Target Countries
• Secondary Target Countries

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Part V: Export Budget

• Travel
• Website Enhancement
• Other Cost

Part  VI: Implementation Schedule

• Management Review
• Follow-up
• New Ride Procedures

• Addenda: Background Data on Target
  • Market Statistics
  • Background Facts

Executive Summary

Mission

Lyft, Inc.’s mission as a company is “to reconnect people from transportation and bring communities together”. While Lyft’s number one priority is to be your choice of transportation to your destination, Lyft also aims to be the safest and best choice. While connecting you to drivers with the best ratings and giving customers the ability to leave improvement feedback, Lyft is always striving to better the environment they will put you in.

The Company and Management

Lyft, Inc. is headquartered in San Francisco, California founded by Logan Green and John Zimmer in 2012. Lyft is now owned by Rakuten, General Motors, Fidelity Investments, Andreessen Horowitz, and CapitalG.

Our Services and Market 

Lyft is a ridesharing company that was founded in California. It began as solely a way for people to call a car to wherever they were to get them to where they needed to go, as time goes on the market is becoming more competitive adding scooters, bikes, and food delivery services. The competition includes Uber, Lime, Bird, DeliveryDudes, DoorDash, Postmates, etc. The value proposition of Lyft is that there is little to no wait time upon ordering your car, they use a tag line suggesting that your driver will become your friend, Lyft also offers many discounts to loyal users and even free rides at times.

Introduction

Lyft, Inc. It is a ridesharing company based in San Francisco, California which currently operates in 644 cities in the United States and 12 cities in Canada. Lyft operated through a mobile app which not only offers car rides but also scooters bicycle-sharing system and also food delivery services. This company was founded approximately seven years ago and is the second-largest ridesharing company in the United States with a 28% market share. After these years of a successful and positive outcome of the company, we decided that it is time for the company to grow and pursue international expansion through the mobile app designed for IOS and Android.

Why Lyft is Exporting

In France there are different transportation methods including train, busses, taxis, scooters, and bikes. Incorporating Lyft is something that definitely will contribute to the growth of the company. Also, it will benefit the population because the different transportation methods can be dangerous, make you wait a lot, and be really expensive. Lyft will be something that will change the experience for tourists and the citizens due to the ease of using the app and just having a safe ride ready in less than five minutes, also the company will be able to include the different services that they offer.

Part I: Export policy commitment Statement

The mission of exporting is to provide a quality service for France and also to expand to all Europe. Our company is willing to utilize the necessary resources to ensure the success of our export. We are also committed to providing services to the market in terms of assistance in advertising and promotion.

Goals

• Develop long-term relationships with the different companies that can help us advertise and advise us of how everything works in the country.
• Successfully compete with Uber and other transportation methods.
• Establish a strong market presence.
• Improve the phone app to provide a pleasant experience to customers.
• Implement different methods of payment, for example, cash.

Part II: Situation or Background Analysis

• Product/Service for Export
• Operations
• Personnel and Export Organizations
• Products

Part III: Marketing Component (Dinorah Gomez)

Distribution Methods

As I learned while reading an article, Lyft follows a joint distribution of probability. A certain given segment of passengers will receive a coupon, and the cost per user and incremental rides per user depend on the probability of occurrence. The reason this “randomness” is important for them is because they don’t want to hit their budget and volume targets in expectation only. It would be good for them to be as close as possible every time. By predicting the outcome there will be business value even if the business has to lose some efficiency. If there has been less or more incremental rides than predicted it can damage the marketplace and falling far from the budget can hurt the business.

“Lyft relaxes the budget constraint to be able to reduce variance around cost and incremental rides“.

Long story short, Lyft has defined metrics and available resources and acquired data and they have also built some predictive models for incremental rides and cost and an optimization program managing variance. During seasonal times sometimes there are unexpected trends, because of this they must continue to refresh training datasets and retrain models. It is very possible for the predictions to be far off and for the model performances to drop. Experiment results must be logged in order to keep learning from them so that there won’t be any problems. In order to have a sustainable learning cycle they will construct a “distribution matching” program to remove target bias and to exploit strategies.

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Sale Goals

Lyft’s sales goals are to continue to invest in technology advancements and expanding internationally in 2020, they are also looking for more partnerships and decrease in spending. Lyft reported a revenue of 1.02 billion in their fourth quarter, this beats what analysts expected them to receive which was 984 million in quarterly revenue. While Lyft is growing revenues at a rapid pace it is still losing a lot of money (both on net income and cash flow basis) and remains EBTA negative.

Recently in January 29 of this year, Lyft decided to lay off 90 jobs and make some internal changes within its company to its marketing and sales teams. Lyft is still currently growing and at a rapid pace and will plan to hire many more employees this year. Lyft’s goal is to increase the number of shared rides so that it can have a positive effect on not only their sales goals but their environmental factors too.

Terms and Condition

• The Lyft Platform
• Providing a marketplace where people who seek transportation to certain destinations can be given the transportation option.
• Modification to the Agreement
• Lyft has the right to modify the terms and conditions of this agreement.
• Eligibility
• The Lyft platform may only be used by the people who have the right and authority to enter in the agreement.
• Charges
• For rideshare services including Fares and other applicable fees, tolls, surcharges and taxes or any tips. Two types of fares include variable fares and quoted fares. Fees such as the service fee, prime time, cancellation fee, damage fee, tolls, tips and other charges are included. Facilitation of Charges, no refunds, coupons and credit cards are some general charges included as well.
• Payments
• Payment received as a driver for your provision off Rideshare Services.
• Lyft Communications
• Agreement to receive emails, text messages, calls, and push notifications.
• Your Information
• Your platform or information you provide or send to other users.
• Promotions and Referral Programs
• Lyft can make available promotions, referral programs and loyalty programs with different features to any Users or prospective Users at its sole discretion.
• Restricted Activities
• Lyft includes many restricted activities such as stalking, threatening, harassing or carrying weapons and many more.
• Driver Representation Warranties and Agreements
• Must represent, warrant and agree in these terms.
• Intellectual Property
• These rights include database rights, copyright, design rights either registered or unregistered, trademarks and other similar rights wherever existing in the world together with the right to apply for protection of the same.
• Disclaimers
• Lyft does not provide transportation services, and Lyft is not a transportation carrier. Lyft is not a common carrier or public carrier. It is up to the Driver to decide whether or not to offer a ride to a Rider contacted through the Lyft Platform, and it is up to the Rider to decide whether or not to accept a ride from any Driver contacted through the Lyft Platform.
• State and Local Disclosures
• Certain jurisdictions require additional disclosures to you.
• Indemnity
• You must defend, indemnify, and hold Lyft including our affiliates, subsidiaries, parents, successors and assigns, and each of our respective officers, directors, employees, agents, or shareholders harmless from any claims, actions, suits, losses, costs, liabilities and expenses relating to or arising out of your use of the Lyft Platform and participation in the Rideshare Services.
• Limitation of Liability
• Affiliates, subsidiaries, parents, successors and assigns, officers, directors, employees, agents, or shareholders will NOT be liable for any incidents or direct or indirect damages and many more.
• Term and Termination
• May be terminated by a user without a cause upon the other party’s material breach of this agreement.
• Dispute Resolution and Arbitration Agreement
• You have an agreement to binding arbitration between you and Lyft, prohibition of class actions and non-individual relief, representative PAGA waiver, Rules Governing the Arbitration, Arbitration Fees and Awards, location and manner of arbitration, exceptions to arbitration, severability, drivers claims in pending settlement,  opting out of arbitration for driver claims that are not in a pending settlement action, and optional pre-arbitration negation process.
• Confidentiality
• Agreement to not use any technical, financial, strategic and other proprietary and confidential information relating to Lyft’s business, operations and properties, or information about a User made available to you may not be shared.
• Relationship with Lyft
• Direct business relationship.
• Other Services
• Users may be able to use the Lyft Platform to plan and reserve rides on public transportation, take a ride in an autonomous vehicle provided by a third party, rent vehicles, or obtain financial services provided by third parties.

Lyft has its own “Lyft Driver Addendum” and this is an agreement between you and Lyft which sets forth additional terms and conditions that are applicable to your provision of Rideshare Services through the Lyft Platform. This includes:

• Driver Fare
• Additional Payments to You
• Payments, Adjustments and Settlements
• Rider Charges
• Lyft Fees
• Payment Processing
• Express Pay
• Promotions and Coupons
• No Additional Amounts
• Procedures

Lyft offers ridesharing which matches you with any nearby driver that will scoop you up and then drive you to anywhere you wish to go. Lyft operates as an app that is used to get a ride somewhere in just minutes by tapping a request for a ride on your phone. A screened driver will be called upon to pick you up at whichever location you click on your telephone. After contacting your ride, you will be able to see the picture of your driver on your phone and the car model, color and their estimated time of arrival. The cost of the ride depends on where you are going on a basis of mileage and time. After the passenger has been dropped off, they have the opportunity to rate their driver between 1-5 stars and include a comment optionally. At the end of the day a passenger or driver will be able to see each other’s rating through the application.

References

Girard, B. (2018). Empowering personalized marketing with machine learning. Retrieved from https://eng.lyft.com/empowering-personalized-marketing-with-machine-learning-fd36e6bdeca6

Lyft. (N.D.). Policies and Other Info. Retrieved from https://help.lyft.com/hc/en-us/categories/115002009987-Policies-and-Other-Info

Part IV: Tactics

• Sales Goals
• Marketing Strategies
• Primary Target Countries
• Secondary Target Countries
• Part V: Export Budget
• Travel
• Website Enhancement
• Other Cost
• Part  VI: Implementation Schedule
• Management Review
• Follow-up
• New Ride Procedures
• Addenda: Background Data on Target
• Market Statistics
• Background Facts

Export Plan Tactics Research Paper

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