The elephant in case study answer room was even if case study solution enterprise model even works, he said. Uber was spending billions of dollars to subsidize rides so as to keep rates low and passengers coming back. Its competition were doing case study solution same thing. The only way Uber could become ecocnomic was to both increase case study solution volume of rides and raise case study answer price of each. But so long as Lyft or an alternative rival was offering discounts, increasing fares was unimaginable, because patrons would simply switch to case study answer inexpensive app. And as long as mission capital endured to circulate ride hailing, Ubers rivals would continue to provide discounted rides. Sales may increase but slowly due to extreme price competition. Profits stabilize or decline. The marketing method must center around getting people to exchange brands through the use of special promotions and incentives. Philip Kotler and Kevin Lane Keller, Marketing Management Upper Saddle River, NJ: Pearson Prentice Hall, 2009, 339; Dana Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing Mason, OH: Atomic Dog Publishing, 2007, 244; Kristie Lorette, How Would case study solution Marketing Mix Change at Different Stages of case study answer Product Life Cycle?, Chron. com, accessed December 1, 2011, smallbusiness.