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Question: Discuss about theMarketing Strategyfor Business and Management. Answer: PESTLE Analysis on UBER Macro environmental factors are considered as external environment of an organisation, which helps to decide the business operation of it (Schrader et al., 2012). Political The stability of Australian government helps UBER to continue its business operation in proper manner. There are no political pressures on the management of UBER. The Australian government is always supportive for innovative business ideas of companies. As Australian government does not support movements of the existing political parties, therefore, UBER can continue its business in smooth and easy manner (Uber.com., 2016)). Economical The economic growth rate of Australia in current state is high and there is no scope of downturn, which has a positive impact on the business of UBER. The basic costs of raw materials such as steel, petrol and energy are in stable position. Yksel (2012) has mentioned that inflation rates, monetary policies, exchange and interest rates have great influence on the business of an organisation. Social The population Australia is very high, which helps UBER to earn more sales revenue than other countries, where it operates. The life style and living condition of the Australian inhabitants have impact on the success of UBER. Technological Automobile manufacturers employ advanced technologies in order to make sustainable vehicles. The use of mobile application is increasing and UBER incorporates mobile app in order to attract new generation customer of Australia. Legal Australian rules, regulation and legislations supports the business operation of UBER. Environmental UBER employs environment friendly raw materials for sustainable transportation. Even the increasing demand for hybrid and electrical cars helps UBER to earn its sales revenue. Table 1: PESTLE analysis (Source: Uber.com., 2016) STP of UBER Segmentation, targeting and positing (STP) involves a familiar approach of strategic manner in todays modern concept of marketing process. According to Michel et al. (2014), STP model helps to create a proper marketing communication in order to provide priority to the propositions and improve messages for engaging the customers. Customer segmentation of UBER includes those consumers, who do not own personal car in Australia and those who prefer rented or hired cars to go to function or parties. Even those, who prefer cost effective journey in a luxurious cab are the segmented customers of UBER. The customers of all age group, income and gender status are the segmented customers of UBER, who prefer trendy lifestyle and use of modern mobile application. UBER targets the young generation customers of technologically advanced and prefer innovations in technology for development of the nation. Even those customers, who can afford the price of luxury cab, are the targeted customers of UBER . Only understanding the targeted consumers, competitive advantage, market competition and relevant attributes, the positioning strategy of UBER is made (Uber.com., 2016). The position strategy of UBER involves public relation, distribution, price, media, advertising process and the service quality. The positioning strategy of UBER helps to clarify the essence and goals of the brand. References Michel, A., Bosch, C., Rexroth, M. (2014). Mindfulness as a cognitiveemotional segmentation strategy: An intervention promoting worklife balance.Journal of occupational and organizational psychology,87(4), 733-754. Schrader, G., MacLeod, A., Petter, F., Baker, R. H. A., Brunel, S., Holt, J., ... Mumford, J. D. (2012). Consistency in pest risk analysishow can it be achieved and what are the benefits?.EPPO Bulletin,42(1), 3-12. Uber.com. (2016).Sign Up to Drive or Tap and Ride. Retrieved 29 September 2016, from https://www.uber.com/ Yksel, I. (2012). Developing a multi-criteria decision making model for PESTEL analysis.International Journal of Business and Management,7(24), 52.