Competitive advantages of taxi companies

Theoretical foundations of starting a business startup. The required resources and stages of own creation startup. Analysis of macro and micro environment of taxi companies on the Russian and international market. Comparison analysis of aggregators.

Рубрика Маркетинг, реклама и торговля
Вид дипломная работа
Язык английский
Дата добавления 01.07.2017
Размер файла 855,0 K

Отправить свою хорошую работу в базу знаний просто. Используйте форму, расположенную ниже

Студенты, аспиранты, молодые ученые, использующие базу знаний в своей учебе и работе, будут вам очень благодарны.

-Okay. And how old are you?

-I'm 35 years old.

-Oh, that's cool and you still study) Ozgur, have you ever heard anything about transportations online?

-Yes-yes.

-What do you know about it?

-The first week, when we came here, we had joint our introduction course where couple of people taught us about life in Moscow. They advised us apps like Yandex taxi and then I started using Yandex taxi, because the said that It is safe and it is also cheaper than when you stop taxi just on the road. That I lately heard that it is possible to use in Moscow Uber. I have also a couple of experiences also with Uber, but I think that the quality of the taxis of Yandex is better, because I experienced couple of times at Uber when you get inside and you smell this kind of gasoline and the cars are cold and…

-You mean when you add any…

-Uber, yes, Uber taxi. They don't have the same quality and the same cars and the same quality of drivers than the Yandex taxis, who are better. May be Uber is cheaper but I prefer pay 150 Rubles more and have this clean feeling of transportation.

-to feel more safety.

-To feel more safety and more comfortable, yes.

-So, you told me that your colleagues your students told about these apps, this online transportation like Yandex, have you heard about this app, for example, earlier? Before coming to Moscow.

-No. I have heard about Uber. In the Netherlands we have Uber, but in the Netherlands they are some kind of trial of governments'. When you want to offer the service of taxi you need a license, so that is a protective market. And when Uber came, a lot of people they also wanted to offer this service in app. As for the law they are not legal taxi drivers.

-So it's a problem with legalization.

-Yes. In the Netherlands I think it also forbidden, Uber. I think forbidden in Germany and in the Netherlands or I don't know what the situation, but I heard about it. To be honest, in the Netherlands I never used these apps, because I have my own car and I don't need a taxi.

-Never mind, if you go, for example, to you friends or you need to go to the airport you ask someone to catch you, to drive to the place?

-Yes, yes.

-Or you, may be, use taxi, or you just pick up the taxi or you call to the company?

-When I came to Moscow, I gave my car to my brother and I said to him “okay”, bring me to the airport and then use it for 6 months. So, I didn't use public transport - bus or taxi.

-Just your ow car? Everywhere

-Only car.

-And before you bought a car did you use a taxi or no?

-No, in the Netherlands we have very good public transportation infrastructure- trains, buses. And it is very-very-very rare that I use taxi in the Netherlands. Also, the price is much more expensive.

-The taxi?

-The taxi, yes. And I think, that is may be 4 times more expensive than in Moscow.

-Really?

-Yes, 4 times. For the same distance, if we need to pay in Moscow 8 Euro for example, in Netherlands yo will pay 30 or 25 Euros.

-That is really expensive. If we talk about aps like Yandex, Uber, have you heard anything about Gett taxi?

-No.

-This is the same as Uber, and they are the main competitors on international market. Gett is practically the same as Uber and Yandex.

-How do you write? “G' “E” double “T”?

-Yes.

-No, I've never heard about that. But I think, it is the same idea, right?

-Yes. So, talking about the taxi, you told me that you don't use it at home, but, for example, when you are going abroad, I mean, you go to other countries on holiday, do you use their taxi to get from one place to another?

-Well, I use taxis in Turkey, but the last when I went to Turkey was a couple of years ago, and it was before these apps were on market. Now I'm in Moscow and it's the first time when I go to foreign country for this long period of time, but in foreign countries I use taxis. But in Moscow I have the first experience with these apps.

-So, usually you get car just calling to the companies…

-Yes, yes. To the companies, or at the street I stop the taxi, when I see a taxi waiting.

-Okay, as you told me that you are more satisfied with quality of Yandex, so… I supposed you also use Yandex and Uber, for example, Yandex is like Russian company and Uber is international. How do you think, if we compare these two companies, what will be the main difference between them? I mean the price, the quality, the drivers, how fast cars are going, how the app I working

-I think, Yandex is some kind of Russian version of Google, as I can understand

-Yes, right.

-Yandex is Google in Russia. I think Yandex is a company with own drivers, own car which is yellow. And in company like Uber every driver can get with their own car, and it doesn't matter how old is car. Yandex has also put these drivers over some kind of requirements, which they fulfill may be, or some kind of standards that the car has to have to become a Yandex driver. I think that they have the higher standard of quality then Uber, where everyone can become a driver. And I also heard or saw in a newspaper, I don't remember, that also in Europe in a couple of years Uber had problem with the safety. I heard that there was a case at passenger who rapped and was sexually arrested by the driver and it was a reason also for the government to prohibit this kind of apps like Uber. So it was not only the license thing but also safety issue - you don't know, who the drivers are and it's dangerous, they can robbed or smth.

-So, you feel comfortable using Yandex?

-Yes, compare to Uber I feel more comfortable with Yandex and till now I will never use Uber taxi in Moscow when I'm alone, for example, but I have taken the Yandex taxi when I was alone. But when we are with friends in a group, then we have also taken an Uber taxi with the 3 or 4 people in Uber taxi you feel safe. But I wouldn't take when I'm alone.

-I understand. Here is the difference, the problem. When you are with somebody you prefer Uber, and when you are alone…

-Yes, yes. It's not that I prefer Uber. When we are with the group and we want to go from the club to the dormitory, you are drunk, you are in difference you rather Uber or Yandex. I myself have Yandex app on my phone not Uber. But sometimes when we are 4-5 students and someone says “I just get a taxi from Uber”, so then okay, it's fine.

-And you usually spend time with your foreign colleagues, yes? Or there are also Russian people in your company?

-I have mixed friends.

-And each time it's different?

-Yeas, each time is different who order a taxi. I also have friends in Russia which we went out to the clubs and they say let's order taxi and in onetime they get Yandex, then the other time they order it with their phones and then I in different: Uber or Yandex. But if you ask me the personal question, which one I prefer, then my choice I think would be Yandex because of the safety the quality.

-And what about the price? Is it practically the same or?

-No, no, no. Uber… the last week when we have a drive from the club to the place where we stay with Yandex we normally pay approximately 300 Rubles for that trip. And the last time when we went with Uber it was like 1070-1080 Rubles. It's quite different. So, the price difference can be 20%.

-Okay, I think. It will be one of the last question - when you see the app, when you open it, and you want make an order, is it important to you which category of car are you going to order? I mean, as in each app it I a different category: economy, business, VIP. So, which one you usually order?

-Until now we have ordered…we have chosen from size. When we are 6 people we need a minivan, but now as for short distances the taxi drivers we have they are all approximately 15 minutes to take the cheapest one. Economy, so I don't have to drive business, when I want to go in a cafй or club.

-And how you connect? Because, as I know, the most drivers in Yandex are not Russian people, so how do you connect with them?

-It's a problem, they don't speak English. And I'm here for 4 months and I think I have not met drivers who speak English, but it's possible to add the destination, so you don't have to talk with the guys. You see the price on the screen and also on your phone what is approximately to be. So you cannot be scanned.

-Or connection can be like the pantomime.

-Yes, yes. Before you enter the taxi, he says it would be 500 Rubles, and then there can be no situation when the taxi driver takes a different road and after 500. You enter the taxi, you talk with your friends or you play with your phone, look out of the window. We never have any conversations with taxi driver, because they don't speak English. I don't speak Russian enough to communicate with them, just “okay”. You pay, you say thank you, you just go.

-Thank you, Ogzur, thank you very much for your answers!

Appendix 6 Interview transcript. Respondent 2

Good Evening, sir! Today, I would like to ask you to take part in my diploma work. Could you be so kind to give me an interview on the following theme “International market competitive advantage analysis of online transportation network companies.”

-Please, tell a few words about yourself.

-About myself?

-Yes.

-okay, so, I'm a French guy, I was born in a south of France in Toulouse near the Spain, after time I moved to Paris to study. I'm a lower. Then I moved to Luxemburg to finish my study and I went to the European colleague of justice to Netherlands for 1 year. After I moved to Moscow and now I'm chilling here.

-How long have you been here?

-I arrived on the 20th of August.

-So it's 3-4 months. And how old are you?

-I am 25.

-25. And you are also study here in High school of economics? Taking some courses?

-Exactly.

-Alexander, what do you know about online transportation network?

-About online transportation network….it is about plane?

-It is not about plane; it is about taxis.

-Taxis….hmm..

-What do you know about taxis?

-Well, I know… when I use some taxis, I use Uber. So, this is my “taxi diller”. Everywhere I move in Europe or in Russia I always use Uber.

-Always?

-Yes. I know there is a Gett taxi, Yandex taxi and “Taxi taxi” but anyway, I use Uber, because what I expect for the service, for everything. And I prefer to do not give cash than take money on my bank account, so for me, it is perfect.

-And do you satisfied each time with the quality of service?

-In Europe the service is the same everywhere, except in Luxemburg, because in Luxemburg we do not have Uber, but we have a Web taxi - it is the same idea. But in Moscow, Russian Uber is not the same as European Uber.

-And you still satisfied with the service in Russia?

-Sometimes, it is not very clear, because the number of the car is not the same between your phone and the reality. So, this is a kind of problem for me. Because I do not speak Russian, so I do not ask every time to the driver, to the chauffeur, if is a good Uber, so I have to see on the code card, you know what I mean?

-Yes.

-And sometimes this is not the code card, this is my Uber.

-How do you solve this problem, what do you do?

-What I do - so, I knock on the window of the car and I ask who the chauffeur is waiting and if he says Alexander, I know it is me.

-You still ask in English?

-Yes, in English or in Russian, just “Как тебя зовут?”, because I know the name of the chauffeur and he says his name on the IPhone screen, I know it is mine.

-That is good. And did you have any problems with the connection with drivers, because in Russia, especially in Moscow, most drivers are not Russian, they came from other countries, I mean Kazakhstan or Uzbekistan and most of them do not speak Russian so good. And I am not speaking about English, but still, how do you connect?

-Basically, when I take my Uber, I do not have to speak with the driver, because he picks me up in the place and we drive to my place I sent them, so I know where to go. I do not really have to speak with him, but sometime he asks me questions about soccer team in France, just that. But after we do not have to talk. Also, I have another problem is about…I do not know, how it is in English, I know just I Russian - “Sputnik”.

-Oh, with GPS navigation. It is so strange that you know the word in Russian but not in English.

-So, as the reason is navigator, I realize with my IPhone 6 that my localization is not perfect in Moscow.

-You have some problems like you put one place and the driver is another. So, too close, but not the same.

-Exactly. Because if I am on one street, my phone can localize me in the other street. So I have to see the name of the street, where is on the map.

-So you have to waste the time for looking for the car.

-Exactly, exactly.

-If we are talking about the cars, how it works, I mean in the network, do you have any problems, I mean if you are sometimes not satisfied with the service, did you write any comments after the drives?

-Only ones. Because I realize driver, you know, when you take Uber, there is a trip on the map, and I realize the driver take another trip and we go at the opposite of my way and he turn around. So he took me as a tourist, you know what I mean?

-Yes.

-So, I said to him you have to pick me up right now here and I will take the subway and the guy does not stop. He said no, no, no it is okay, this is a traffic, bla-bla-bla. And I said I do not care.

-He tried to make it like a joke or to earn more money.

-Yes, to earn more money, because he thought I am a tourist. So, I said to him “You have to pick me right now here in one subway”. I had not to scream, but to be very dry with him and let me go and I sent a message, because the guy attended me, because the Uber took me, may be, 1000 Rubles.

-Oh, it is high. It is high also for Russian people to pay such money.

-Of course.

-And you wrote a comment to the service, I mean, to the office, and did they solve your problem?

-They sent me a message in Russian, despite I have sent a message in English. So I sent back a message and said “Okay, if I sent you a message in English, you have to answer me in English, not in Chinese.” And now I am waiting for the another answer.

-Seriously, you still waiting for the answer? Because, as on my opinion, if you have something like the same situation, when the drivers try to cheat you, I think that the company has to give your money back because of non-ended service, because you made an order and the did not do their work.

-And there is also another time, I think there is a problem with the localization, because he took me again 1000 Rubles for a trip not possible on the map. I can show you if you want.

-Yeas, it will be great.

-And it was may be 2 days ago and I was with my parents.

-Your parents, did they prefer to use also the same apps on their IPhones or…

-My parents are a little old, so I took al for them.

-And did they, as I understand they came also like tourists, did the stay at hotel, yes?

-Yes.

-Did they ask people from the hotel, on the reception, to order a taxi for them or they do everything just using your help?

-By me. But the taxi can call taxi for them, but I prefer to took everything for them. It is easier and quick. So I can show you (about the trip). So he took 1251 Rubles for this trip, and this trip is not possible. You know what I mean, it is like triangle.

-It is very strange. But still despite these 2 situations, you use only Uber here?

-Yes. Only Uber.

-You do not want to try or you have like any thoughts, frequencies about not be satisfied with qualification of service by Yandex or Gett?

-In reality, with Yandex or Gett taxi I can use them such a problem, but I used to take Uber it is kind of…

-I understand, you used and you want to use it.

-And the service is correct for me, it is quick, it is clean. So, why change?

-What about the price? We are not going to talk about the Luxemburg, as you told me that there is no Uber, it is Web taxi. But, for example, if you use it in France or in Europe, anywhere, what about the price. Is it really different? And where is it cheaper?

-Yes. In Moscow it is very cheap for me. Is very-very cheap.

-Because of course of Euro.

-Yes, I think that is also. Anyway, also on the distances. When I took my Uber in Paris or in Toulouse or in Brussel, so you have to pay may be 10-15 Euros for one trip and in Russia you have to pay…This is the first time in Russia I see my Uber costs me cents. Yes, cents. May be 2 Euros point 86 cents. It is very shock price. In Europe this is shock price.

-Well, as you order only just Uber as in all other online networks and other apps, there are different categories of cars. I mean like economy, business, minivan, VIP trip, everything. Is it important for you which one you use or you are looking for the cheapest one, or for the best one? So, how you use it?

-Of course, basically, when I use my Uber for moving or in Moscow for going to the club, or university, or going everywhere I took the cheapest. Because I just want something quick, but after when call Uber for my parents I try to take something better.

-And again, so the price is not so, there is not s main difference in prices?

-Of course, I can see the difference, but anyway, the best car in Moscow is not expensive than in Europe the cheapest, you know what I mean. Basically, I could take the expensive car in Moscow, is not equal to the cheapest car in Europe. But after all when I have to took a car for my parents, I took the best. Because they are a little old and I prefer to took something better.

-Well, so, how often do you use a car? I mean in Moscow and how often do you use it in Europe to take a taxi in your home or in Europe?

-In Moscow I just use my Uber after 20.00 (8 P.m.) because I know the traffic, and in Europe basically the busses or metro. So, in Europe you prefer the public transport?

-Yes.

-And in Moscow you prefer taxi?

-Taxi, yes.

-And you are okay with the traffic jams?

-After I know more or less the temp of the traffic, and I have just adduce my wishes.

-Okay, just for example, if we take one week period, how much times will you use Uber?

-On one week…

-Like, 3 days, 5 days? Or every day?

-I think I can use 6 trips.

-Is it possible, that you will use 2 trips per 1 day?

-That is can be on Saturday night.

-From club to club?

-Exactly. When I move from club to club I prefer to take taxi.

-And in Europe how much time will you use Uber? I mean in 1 week and in 1 day.

-In Europe in 1 week I can use Uber 2 times.

-So, it is really seldom.

-But because my real life in Europe is not the same as in Moscow. So, in Luxemburg, or Brussel, or Paris I not to discover something but in Russia I just want to discover everything, so I took Uber every time to move quickly.

-To look what is outside. And as you told me you in Moscow you usually take Uber just to move from club to club or to go from your home to university, or when you are late. And in Europe for which reasons do you prefer to use taxi? Also from club to club?

-No, when I took Uber, it is basically when I took the train. In Europe I live in a “triangle”: Luxemburg, Paris, Brussel. So when I took train. When I arrive in a train station I took Uber for go home.

-So it is just a way to get from home to train and back.

-Yes, so this is the most important way.

-Well, Alexander, thank you very much for your answers! Have a nice day!

Appendix 7 Interview transcript. Respondent 3

Good Evening, sir! Today, I would like to ask you to take part in my diploma work. Could you be so kind to give me an interview on the following theme “International market competitive advantage analysis of online transportation network companies.”

-First of all, I would like you to tell a few words about yourself and the I will continue with my questions.

-Myself?

-Yes.

-I am Shion Inaoka; I am 21, I am an exchange student from Japan, and …. nice to see you.

-Nice to see you too. Well, Shion, what do you know about online transportations network?

-Hmmm. I just know some apps.

-Which one?

-Yandex or Uber, something like this.

-Which one?

-Uber.

-Uber, yes of course. You mentioned Yandex..

-Because I sometimes use it.

-You use it, really? Could you please tell me a little bit more about this app, about Yandex. So, how do you feel using this app?

-I think it is very good, it is really cheap compare to the taxi in Japan.

-How much usually costs the taxi in Japan?

-Normally 1 km costs about 600-700 Yuen, what is about may be 300 Rubles.

-It is 1 km.

-Yes.

-It is very expensive.

-Yeah, because I think the system in Japan is like governments', like admitted, like…

-Like governments' admitted companies. And how often do you use taxi in Japan?

-It is like almost never. I mean for students, by myself, it is expensive.

-But may be when you are going to the airport or somewhere how do you transfer?

-May be trains or cars.

-So, never taxis?

-Well, I have some experiences, but it is not normal.

-And these experiences, they were with apps or with local companies?

-Mostly with local companies. In which we can call and then pick.

-As I understand you also heard something about Uber, do you have Uber in Japan?

-Actually, I did not know like Yandex or Uber, in Tokyo I mostly use train and metro.

-So, Yandex is in Japan?

-I do not think so.

-Well, we started before talking about using these apps here. So, you started with your feelings and emotions from using Yandex, you said that it is very good. What do you like more in this app and how did you learn about it?

-If you start using it, you can easily find nearest taxi and may be within like maximum 5 minutes you can find one taxi and then many I use this when I am kind drunk.

-That is okay.

-So, I can go home safely, sometimes with friends. Yandex I can use anywhere.

-And who told you about this app? How did you get the information about it?

- think I got from friends. Friends here using Yandex or Uber.

-You friends - international friends or your Russian friends?

-International friends. In the dormitory.

-And have you used here in Moscow other apps, I mean Gett or Uber?

-Not by myself, but with my friends - yes, I use.

-How do you satisfied with the quality if these apps?

-Well, I do not really know the difference between them. Sometimes it is cheaper to use Uber or something like this.

-Gett?

-Gett, yes.

-But you still use Yandex?

-Yeah.

-Well, Shion, talking about using taxis, you told me that you practically never use it at home in Japan, what about your trips? I mean, when you are going abroad to the different countries, like a tourist, do you use taxi there?

-If I have a chance, I will. But mostly I go on trips that organized like a trip.

-Like tour.

-Yes, yes. So there is no chance to get a taxi.

-But if you get a taxi, how will you do it? For example, you are living in a hotel, so which methods will you use to order a taxi when you are abroad?

-Main times I order taxi through hotels, because generally it is safer. Not catch it on the street, and here is well. Sometimes catch taxi driver offer me in the city, from the city to my dormitory like 1000 Rubles, that for me is very cheap.

-So you satisfied with such high price of the taxi? To go from the city center to your dormitory for 1000 Rubles.

-No,no. So that is why I use app. Because it is cheap.

-I understand. If you go like on the street and catch, then it will be like thousand Rubles.

-Yes, this is. So I do not use.

-And what is your middle price, I mean average price of your taxi trip? When you go from the city to the dormitory, how much it will cost?

-Well, from here to the dormitory it is about 250-350 Rubles. About this.

-And have you ever had any problems with connection with drivers or with operators? Or misunderstanding? How do you connect, because most drivers do not speak English.

-I have a photo of my address, I just show it to the driver and he will type the address.

-And did you have any problems, I mean that drivers are trying to go with the longest road so to get more money, have you had such experience?

-Yes…

-In Moscow?

-I am not sure about this, because I do not know the roads. So when I got a taxi from the airport to the Moscow city with my friends, he was not Russian, he like took … I do not know, it is not a crosses' road, because I do not know the roads traffic. But it is fine still.

-So you satisfied with the quality, the quantity, with the cars?

-Yes. But sometimes it is too fast for me. I feel kind a scare, except this.

-But still you are okay. Summary, you practically never use a taxi at home in Japan, because it is very expensive.

-Yes.

-And the taxis are usually the governments'. You use in Moscow, you study here, Yandex app and you are satisfied.

-Yes.

-And when you are going to the foreign countries to the trip, you are asking ant the hotel, on reception to get a taxi. And is still cheaper than in Japan to use taxis in other countries? In Europe, anywhere. Or it will be the same?

-I think in Europe it is the same, but may be a little more expensive. In United states also.

-It seems that you prefer to go by foot, or use a public transport than use a taxi, is it true?

-Where?

-Never mind, I mean in your all life. You prefer taxi or public transport? Or it depends on something?

-Yes, it depends. But in my home country, because there is no problem with language, I keep prefer public transport, then it is cheaper and faster. And when I in somewhere I think it is cheaper and safer to get taxi.

-Okay, Shion, thank you very much for your answers. Have a nice day!

Appendix 8 Interview transcript. Respondent 4

-Santiago, thank you very much for your agreement to help me with my diploma work and to take part in this interview. First of all, I would like you to tell a few words about yourself.

-My name also?

-Yes.

-Okay. My name is Santiago Zuluaga, I study in the Netherlands, but I am originally from Aruba the Caribbean. Well, I am economics student, I am doing exchange in Moscow for 1 semester at the HSE, what else, I am 23 years.

-How much?

-23. And what else can I tell you, well, I am really glad I can help you.

-Thank you. So, Santiago, what do you know about online transportations network?

-A few companies, like Uber and may be Yandex, also like Bla-bla car I know that is most in Europe where you can pay them or you can pay someone, so you can take it to another country, it is safe. If a person is travelling from the Netherlands to Spain, then you can pay them, let's say 10 Euros, and you share like the gasoline cost and they can also take you to the Spain, for example. Uber is very expensive, and here in Moscow it is actually really-really cheap compare to Uber in the Netherlands or even over here.

-Talking about these taxis, how often do you use taxi in the Netherlands?

-In the Netherlands almost never.

-Why?

-Because it is really expensive in the Netherlands. Public transportation is very… like it works for everything, buses are really reliable, trains and also bikes. Everyone just like everywhere.

-Whole the year bikes.

-Yes. I like winter, summer, autumn, spring this is biking, biking, biking. I always use my bike for everything - to go to school, to go to the supermarket, to go out. Using a bike is part of Dutch culture I guess, so I never use a taxi there. Almost never.

-And here in Moscow do you use taxi?

-Yes, here in Moscow I use it a lot, because it is cheap, it is really comfortable, and two - it is when like you go out and metro is not running anymore, than it is good choice.

-And how do you get this taxi, how do you order?

-With the app.

-Which one?

-Yandex app, Yandex taxi.

-Well, and using Yandex taxi, how did you get about this app?

-How did I get about to know this?

-Yes.

-When we got here, there was like a big introduction week and there told about this, like you should use this app, and also the people from the Erasmus Student Network, they were like organization HSE and the do take organize activities for the exchange students in Moscow and they also gave us an extra information about this app, they told us it is really good. Especially when you are at bat, or somewhere.

-And how do you find this app?

-It is very good, because you just have like to press a button and then taxi comes where you are, and cause I do not know Russian, for me it is really good - I do not need to talk to the driver, I just have to get inside and then even the app itself says me how much I have to pay. And then I just pay, that is it.

-So you are satisfied?

-Yes.

-Did you have any problems with this app?

-Not the app, but the drivers.

-Which problems?

-Like sometimes they are a little bit gloomy, like not so nice, and like it happens to some friends of mine that they for example it says that they have to pay something let say 1000 Rules, but then the drivers say “No, you have to pay 1500 Rubles”, the drive was too long and I have to take extra for that or they say something else, so it is a little bit a problem.

-And how did you solve this problem? Or your friends, you paid like in app or they paid 500 Rubles more because the taxi driver said?

-Yes, they have to pay, because the taxi was not to let them go. So they just had to pay. I mean they did not really know Russian, so they cannot explain this cast.

-Do you connect with drivers?

-No. May be once or two times it happened, that the driver was really enthusiastic and he was asking me like “Oh, I see you are a foreigner, where are you from?” Most of them do not speak English, so it is really strong conversation with really simple words. But most times someone picks you up, he just says the name of the location, because it is very hard to pronounce and then they just take you there. That's it.

-And do you use other apps here; I mean Uber or Gett?

-I only know the other one what is Uber. I used it once, but I was really expensive, so I never use it.

-And you have never heard anything about Gett taxi?

-No. I have heard other methods, but I do not use them.

-So, you satisfied with the Yandex?

-Yes.

-Okay, Santiago, talking about taxi, as you told me you never, practically never, use it at home, but when you go to the other countries, I mean to the trip, do you use taxi there?

-Yes.

-How do you usually order a taxi in other countries?

-Well, for example in the States, I just usually let a hotel call for a taxi, you just ask “I need a taxi”, and then they pick you up. That's it.

-Have you ever used apps when you are on the trip, may be Uber?

-No.

-Never?

-No.

-So you just prefer calling to the reception and say “I need a taxi”?

-Yes. Because mostly of the times I only use a taxi if I am alone and then I need to go to the airport or I need someone to pick me from the airport, and then we use the taxi. But, while I am staying there, let's say sometimes with my parents we rent car ourselves, so we drive ourselves.

-Is it cheaper?

-To drive yourself? Yes, the taxi is really expensive in the United States.

-And, when you are using an app, I mean Yandex here in Moscow to get a taxi, have you problems with the app? I mean which car will you use, with prices? Is it important for you that the car will be the cheapest from the categories, or the best from the brand?

-Oh, I usually use the cheapest option like you can choose luxury and other categories, and I will get the cheapest one.

-And it is okay, because…

-Yeas, yes. Because usually you just going out for a bar, and I know that the best staying, you do not care, you just want to get home.

-How can you describe Yandex taxi like in three words?

-Cheap, reliable, hm… fast.

-It is really fast. And when you need to get a taxi with your friends, is it important who will order a taxi? Your friends, they use the same Yandex taxi or they use the other?

-The other people that I know, they use Yandex mostly.

-And your Russian friends they also use Yandex?

-Yes, mostly of them.

-Before this interview have you heard before about these 3 apps? I mean Yandex, Gett and Uber.

-Yandex and Uber - yes. Gett - no.

-You have never heard?

-May be I saw it somewhere, but there was Russian, so I cannot read it. I do not remember anything called “Gett”.

-If your friends will come to Moscow, will you recommend them to use a taxi app?

-Yes, yes. Yandex. Because when we were here, I actually have two friends also from the Netherlands, (from November), and like we were going out a lot especially at nights, and we were just using Yandex most of the times.

-And it was not so expensive? If we compare a taxi cost in the Netherlands and in Moscow, which is more cheaper and more expensive?

-Of course Moscow is much cheaper, for the distance, for example, from the airport to my dormitory, you have to pay like 1000 Rubles which is like 13 Euros. And usually a taxi from the airport to the city in the Netherlands can costs 250 Euros. So the difference is really-really big. So that's for me it is really-really-really cheap. Is like, I use a metro because it is cheaper, but here still the taxi will be cheaper, than the normal transportation in the Netherlands.

-Thank you very much, Santiago, for your answers! Have a nice day!

Appendix 9 Interview transcript. Respondent 5

-Thank you very much for your agreement to give me an interview and take part in this research. First of all, I would like you to tell a few words about yourself: how old are you, where are you from; and then I will continue with my questions.

-Okay. I am Roberto, I am from Spain, I am 21 year old, I study law business administration. Here I am for the exchange for the 2 modules of the year.

-Roberto, what do you know about online transportations network?

-Not much, really, I guess. In real, globalize world, where everything is connected through the internet and you can buy and sell with anyone at any time.

-Okay. So, to tell the truth, online transportation is about mostly taxis. So, here we look through the apps. Do you use taxi apps?

-Yes. Here in Russia I always use the Yandex app. Couple of times I used the Uber.

-Which is better for you?

-Yandex always.

-Why?

-They always tell you the price, you can choose the car, can choose the destiny. It supposed to be like professional drivers not like Uber.

-So you think that in Uber are not professional drivers or there less number of cars to choose?

-Yeas, a little bit no. A couple of times that I asked for Uber and you want to put anything on the trant, there was always a lot of things and you have to pay with your pockets. Handling in the seats, so it is a little bit more difficult than Yandex.

-Do you use these taxi apps at home?

-No, never. Because in Spain I do not know any app and taxis are really-really expensive.

-How much usually costs one trip in Spain?

-For make a comparison, when you can pay here 4 Euros, in Spain will be 20 or 30.

-And for example to get from the airport to your dormitory, how much it will be here and how much it will be in Spain?

-Here it will be less than 2000 Rubles, and in Spain will be like 50 Euros may be.

-50 Euros, it is like 3000 Rubles.

-Yes. Even more.

-Even more.

-Or depend on the rate.

-If you do not use these apps at home, do you use sometimes taxis in Spain or not?

-No, never. I only use public transport.

-Only public transport?

-Or my car.

-Okay, for example, if we are talking about ordering a taxi in Spain, how people can do this? How citizens can do it?

-Oh. If you want a taxi, there is a company, it is like Yandex, but instead of an app. Anything you have to call, like for example, in Murman is the same system - you call to the company “Tele taxi” and you order a taxi for the certain place and you tell where you are and they will tell you … more or less they will tell how it is much.

-So, as I mentioned, you use an Yandex taxi here mostly, how did you get about this company?

-People that we are staying here and Russian people just told me “Oh, you have to use Yandex, there is this app. And you can see it in English”, and then I started using it.

-You do not have any problems ordering a taxi, yes?

-No. I mean may be when the taxi arrives and you do not know how to talk with the driver because you do not speak the Russian, could be a little more problematic. But ordering is really easy.

-Do you mostly satisfied with the quality of Yandex taxi?

-Yes, absolutely.

-How can you describe this company in 3 words? Just give me a description.

-Cheap. Reliable. Let's say fast.

-You have practically the same opinion as your colleague Santiago. It is really nice. Well, Roberto, as I mentioned you practically never use taxi at home in Spain, but for example when you are going to the other countries, to go to the trip, do you use taxi there?

-This is my first time when I'm abroad.

-Really?

-Yes. I have no experience to compare.

-May be your family, if the going abroad or your friends, do they use a taxi in other taxi and how they prefer to order it?

-Well, they go abroad, usually depends if it is … for example when you go from the Spain to Portugal, you may go in your own car, so do not depend on taxi. But if you go somewhere, and you have no limited of transportation I guess, it depends on the price of public transport. Sometimes it as almost as expensive as a taxi, so you can decide then.

-Okay. May be your friends, they use these taxi apps in other countries or not?

-I do not know.

-As I understand, the Yandex taxi, this app, you have learnt only here in Moscow. Have you heard anything about Uber and Gett taxi?

-Yes, about Uber yes. I did not download the app.

-You heard?

-No, I have trouble with Uber, but other people love it. I have used it, but Gett taxi I have never used it.

-Never. And you have never heard?

-I think I read the name like in app, some kind of this, but never use it.

-Did you have any problems with Yandex taxi? I mean may be the driver was too fast, driving too fast, or there was a wrong cost of the order, I do not know, may be the car was dirty, something like this. Did you have any problems?

-About driving I think here in Russia is more aggressive than in Spain, so since the first day it a little bit shocking. But when you are used to it, I think more or less every driver drives the same way. So there is no a special one, that's say that guy gonna kill me.

-No one will kill you. It is okay. Roberto, also some more questions, if for example your friends would like to come to Moscow, will you recommend them to use a taxi?

-Oh, yes. Always.

-And so to use which way?

-All. You have to move when the metro is closed or if you are with people if you need a taxi, there is an option to move.

-You will recommend the Yandex, yes?

-Yes, absolutely.

-Do you spend more money on taxi here, than at home, yes?

-Yes, absolutely. Every time I go out at night and the metro is closed, but I want to go to the dormitory - every time taxi. And in Spain I think I will never payed for one. Not for myself at least.

-And your friends, your friends from Moscow and other international students, do they use the same Yandex taxi or they prefer other apps?

-Almost everyone uses Yandex. I think only one prefers Uber than Yandex, I do not know why. He did not even get the Yandex app, but everybody else, despite Russian or not have the Yandex app.

-Do you have an experience with you go with your friends and they use Uber?

-Yes. A couple of times I have been with people that used Uber instead of Yandex. I think they liked it, I do not know if they later download the app, but they did not compare at all.

-What about your feelings? So, you know how the Yandex works and you also have an experience using an Uber with your friends. So, what are your feelings about these two companies?

-I feel that Yandex is more professional, because you have the taximeter and you know how much you are going to pay. In Europe you do not have nothing, and it is like “Well, you have to pay me this, because I say it”. Usually.

-Oh, so the drivers might tell more than it seems to be.

-Yes, sometimes. Or if you want to get a taxi within the app and just stop in the street, drivers always ask a lot more than if you take it with Yandex.

-Have you ever stop the taxi on the street here in Moscow?

-Yes. When we were coming from the disco, there were a lot of taxis and all want to take you, just say “well, if I equal with price, I go with you”. But they always ask a lot more.

-Like how much? For example, from the club going to your dormitory, how much usually it costs?

-With Yandex it will be like 300 and a taxi that is stop on the street usually starts with 600 and then you have to low it like “no,no 200, 300, 500”.

-I think, that this your trip abroad is not the last, I hope so…

-I hope so too.

-Well, when you go abroad, will you use any other taxi apps? I mean that Yandex is not an international yet, and so it is mostly used only in Russia. How do you think you will get in other countries using taxi?

-Now that I have an experience and how it works, I guess I will look for travelling app and if I like it I get compares, I think I will use it.

-What about apps? Will you use Uber going abroad?

-Yes, may be.

-So, everything it depends. We need to wait for the experience.

-Yes, to see how the people actually moves. Because here in Russia, especially in Moscow, a lot of people that use not only Yandex but taxi. But I guess in other places taxis more expensive and they need not a common way to move.

-Okay. Thank you very much, Roberto, for you answers! Have a nice day!

Appendix 10 Interview transcript. Respondent 6

-Здравствуйте, Андрей! Большое спасибо, что согласились принять участие в моем исследовании, посвященном анализу успешности агрегаторов такси на международном рынке. И первый вопрос, который хотелось бы Вам задать, скажите пожалуйста, пользуетесь ли Вы услугами такси?

-Безусловно, конечно.

-А как часто Вы ими пользуетесь?

-Примерно 2-3 раза в неделю.

-В неделю. А как Вы предпочитаете заказывать такси?

-Исходя из моей личной практики, В Москве самым удобным для меня, подчеркиваю, способом является Яндекс такси.

-А Вы когда-нибудь заказывали такси, не прибегая к Яндексу, какие-то другие компании?

-Заказывал. Это было несколько дней назад, когда мы встречали нашего друга, прилетающего из-за границы в аэропорт Шереметьево. Это ужасно.

-Что Вам не понравилось?

-Мне не понравилось: первое - что, поскольку на Яндексе не было возможности указать, что человека нужно встретить с табличкой, да я был вынужден обратиться в альтернативный сервис. И за 40 минут до приземления самолета, а заказ был сделан за 3 часа, мне позвонил оператор и сказал, что машина не приедет, поскольку они заняты, у них полным-полном других заказов, и не мог бы я решить эту проблему самостоятельно. После чего я решил позвонить в другой такой сервис, да, повезло - человек оказался достаточно обязательным. Вот, правда дороги не знал, развлек пассажира беседой, но в целом уровень такой, очень плавающий, по сравнению с Яндексом.

-То есть в целом, все равно, последнее время Вы предпочитаете использовать только приложение Яндекс такси, не прибегая к помощи компаний, которые работают только через телефон, к примеру?

-Совершенно верно. Я от них отказался, потому что Яндекс позволяет, на мой взгляд, использовать 2 самые полезные функции: первая - это телефон водителя, который присылают тебе тут же, когда мы заказ отправили. А второе - отслеживание машины в реальном режиме времени по карте, где она находится.

-А вот скажите пожалуйста, Андрей, как Вы узнали о приложении Яндекс? Почему Вы решили начать им пользоваться?

-Ну потому что я же много сижу в телефоне. А телефон, наверно, для всех современных жителей мегаполиса является инструментом, при помощи которого они совершают кучу разных функций и действий. Помимо всего прочего, у всех подключен мобильный интернет, соответственно, любое приложение, которое так или иначе попадает в поле зрения при помощи рекламы или личного поиска, и вызывает определенный интерес. И в зависимости от того, какие отзывы на него даны, им хочется либо начать пользоваться, либо хотя провести какой-то кластер.

-Вы слышали что-нибудь о таких, можно сказать конкурентах, с другой стороны аналогичных компаний, таких как Гетт такси и Убер?

-Гетт такси я пользовался и мне не понравился контингент водителей на тот момент. В соотношении с Яндексом было, наверно, 100% против 60% в пользу Яндекса, то есть на Яндексе встречались люди более дружелюбные и лучше говорящие на русском языке, чем в Убере. В Убере 100% это были выходцы из средней Азии, которые очень порой, не то что плохо, а двух слов связать не могли, да, на том языке, на котором мы общаемся.

-Это во про Гетт?

-Про Гетт, да. С Убером, наверно….ну не зря же говорят «Лучшее - враг хорошего», поэтому Яндекс меня на сегодняшний день устраивает и не вижу смысла пока использовать Убер.

-Поскольку исследование заключается в анализе не только российского рынка, но и международного, скажите пожалуйста, Вы когда-нибудь пользовались услугами такси за границей?

-Пользовался.

-И как Вы предпочитаете заказывать такси? Пользуетесь также какими-то мобильными приложениями, Вы звоните напрямую или заказываете через reception, через знакомых?

-Это было 2 варианта. Поскольку поездки были достаточно краткосрочные, времени, ну и соответственно, когда мы находимся за пределами страны проживания постоянного, расходы на интернет, при помощи которого работают всякие сервисы, достаточно существенны, да, поэтому приходится пользоваться либо заказами через reception, либо, если в стране это дозволено и тебе сообщают о том, что это достаточно безопасно и принято, просто голосовать поднятой рукой.

-То есть, приложение за границей Вы не использовали?

-Пока нет.

-Пока нет. А Вы, возможно Ваши друзья, или Вы слышали о каком-то опыте от них, кто-то из Вашего окружения когда-то пользовался именно приложениями за границей?

-Насколько мне известно нет, потому что все берут машины в прокат, либо, опять же, если это связано с какой-то краткосрочной поездкой, предпочитают заказывать её заранее на reception или там в ресторане, в том месте, где они находятся в данный момент. При помощи персонала, который готов помочь.

-И все-таки, да, говоря о том, что Вы используете, в частности, Яндекс такси, как единственное приложение для заказа машины, в 3 словах, как Вы можете его описать?

-В 3 словах... наверно, краеугольной такой точкой будет слово быстро. Второй критерий - это возможность широкого выбора. Третий, скорее всего, это некая дружелюбность, на мой взгляд, является немаловажным фактором.

-А в процессе поездок Вы никогда не сталкивались с ситуациями, что водитель был груб или неправильным был расчет стоимости поездок.

-Нет. С Яндексом на моей памяти этого не было ни разу. Как раз альтернативные компании, заказы которых осуществлялись по телефону, там были разные вариации.

-То есть, в принципе, можно действительно сказать, что Вы всем удовлетворены и если даже кто-то Вас попросит порекомендовать, то Вы порекомендуете, конечно же, Яндекс?

-Думаю, что да по той простой причине, что несмотря на то, что мы достаточно часто используем такси как вид перемещения, тем не менее, практика показывает, что Яндекс - это тот агрегатор, который при сотрудничестве с гигантским количеством таксопарков, в силу большого спроса на подобный вид услуг, я практически уверен, что если привязываться к одной или двум компаниям, даже если они будут очень привлекательными по соотношению цены/качество, каких-то личных еще предпочтений, они просто не в состоянии будут обеспечивать в нужный момент в какой-либо ситуации одновременную подачу машины в те сроки, которые требует клиент.

-А вот Вы никогда не сталкивались, или может у Вас это ни столько затрудняло, ситуация, когда у Яндекса в определенный час пик, поднимаются тарифы в несколько раз? Вы как на это реагируете?

-Хороший вопрос. Я, наверно, не сталкивался, хотя опять же, несколько раз…я честно говоря, не припомню такой ситуации, чтобы 2-3 счётчика, не помню такого. Возможно, это, так сказать, какая-то крупная авария, пробка, я не знаю, это всем в общем известно, воспользоваться метрополитеном, с каким-нибудь маршрутным общественным транспортом, верхнего городского, когда нет другой альтернативы. Ну в целом нет, мне таких случаев не знакомо. А как я буду к этому относится, все зависит от того, что мне нужно будет делать. Если альтернативы никакой другой не будет, и мне важен срок, то наверно я заплачу, потому что мы исходим из того, что - либо мы платим и делаем, либо продолжаем терять время, возможно, что-то еще, то мы не делаем.

-А в принципе, при заказе Яндекса, для Вас важно, какая машина придет? Я имею ввиду, поскольку там достаточно большая категория машин, начиная с курьера теперь уже, и эконома, до VIP и бизнес класса, в предпочтениях, чтобы машина была эконом, поскольку тарифы на нее более выгодные, да, особенно краткосрочные поездки, или же Вам важнее, какая машина прибудет к Вам быстрее и цена не имеет значения?

-Нет, для меня все зависит от того, для каких целей будет использоваться машина. В зависимости от того для чего я вызываю такси, естественно, я варьирую подобный подход. Если мне нужно просто доставить человека, не себя, я подчеркиваю, а кого-то из точки А в точку Б без каких-либо особых пожеланий, мы естественно выберем эконом. Если речь будет идти о поездке на какой-то там… ближнее-среднее расстояние для себя, скорее я выберу категорию более дорогую, да.

-Начиная от комфорта, да?

-Начиная от комфорта и может быть выше. Это связано с тем, что, опять же, по моим личным наблюдениям, как правило, не в 100% случаев, но тем не менее, уровень подготовки водителя и его готовность, так сказать, помочь клиенту, возрастает.

-Что же, я Вас поняла. Спасибо большое, Андрей, за Ваши ответы. Всего Вам хорошего!

Appendix 11 Interview transcript. Respondent 7

-Здравствуйте, Наталья! Большое спасибо, что Вы согласились принять участие в моем исследовании, посвященном анализу такси агрегаторов на международных рынках. И первый мой вопрос будет, скажите пожалуйста, что Вы знаете о такси агрегаторах?

-Ну я знаю, что существуют приложения, по которым я могу вызвать такси.

-Какие именно приложения Вы знаете?

-Я знаю Uber, я знаю Яндекс.

-Вы когда-нибудь пользовались услугами этих агрегатов?

-Сама нет, потому что ленюсь поставить на свой телефон приложение.

-А когда Вам кто-то заказывает, какие критерии Вы вносите в заказ такси? Что для Вас важно?

-Для меня важна как бы скорость прибытия такси, конечно же, потому что обычно я вызываю, когда мне не хочется ждать, то есть мне нужно на ближайшее время. И для меня важно качество автомобиля, на котором я поеду.

-То есть, если мы говорим о выборе машины, да, из предлагаемых в категории, то Вы будете выбирать от комфорта до бизнеса и VIP?


Подобные документы

  • Executive summary. Progect objectives. Keys to success. Progect opportunity. The analysis. Market segmentation. Competitors and competitive advantages. Target market segment strategy. Market trends and growth. The proposition. The business model.

    бизнес-план [2,0 M], добавлен 20.09.2008

  • Crisis in Russia and international tobacco enterprises. International tobacco companies in the Russian market. Рroper suggestions with the purpose to adapt them to the Russian tobacco market in the new circumstances to maintain the level of profit.

    реферат [15,4 K], добавлен 15.05.2016

  • Business plans are an important test of clarity of thinking and clarity of the business. Reasons for writing a business plan. Market trends and the market niche for product. Business concept, market analysis. Company organization, financial plan.

    реферат [59,4 K], добавлен 15.09.2012

  • History of Nokia, its role in the telecommunications market and impact on the international business. Exit closed companies to market. Foreign direct investment and business strategy. Mergers, acquisitions and co complex. Foreign Exchange impact on Nokia.

    контрольная работа [29,8 K], добавлен 11.12.2010

  • Strategy and major stages of project’s fruition. Production of Korean cuisine dishes. Analysis of the industry sector, of produce’s market, of business rivals. Marketing plan, volume of sales, personnel and company management. Cost of the project.

    курсовая работа [724,1 K], добавлен 17.02.2013

  • The collection and analysis of information with a view of improving the business marketing activities. Qualitative & Quantitative Research. Interviews, Desk Research, Test Trial. Search Engines. Group interviews and focus groups, Secondary research.

    реферат [12,5 K], добавлен 17.02.2013

  • The current status of our business. Products and services. Benefits of location and challenges. Number of patients who received dental services in 2013. Impact from industry changes. Market description and characteristics. Market niche and share.

    бизнес-план [302,5 K], добавлен 02.10.2014

  • Getting to know the sources of competitive advantage. Consideration of the characteristics of the implementation of the marketing strategy. Characteristics of branding forms: corporate, emotional, digital. Analysis of the online advertising functions.

    курсовая работа [66,3 K], добавлен 09.02.2016

  • Marketing of scientific and technical products and services in the field of information technology. Differences sales activity in B2B and B2C. The role of the procurement center and features of the procurement decision-making in the industrial market.

    реферат [167,3 K], добавлен 27.05.2014

  • The internal and external communication systems of the Nestle company. Background of the company. SWOT analysis: strength, weaknesses, opportunities. Architecture of Intranet systems. Business use of intranet systems. Intranet tools and its benefits.

    контрольная работа [304,7 K], добавлен 28.10.2013

Работы в архивах красиво оформлены согласно требованиям ВУЗов и содержат рисунки, диаграммы, формулы и т.д.
PPT, PPTX и PDF-файлы представлены только в архивах.
Рекомендуем скачать работу.