A Comparative Study of Uber and Bolt’s Marketing Strategies in the Czech Market

The master's thesis analyses the marketing strategies of Uber and Bolt on the Czech market and identifies factors that influence users' selection and perception of these services. The main objective of the thesis is to compare the marketing approaches of both companies, evaluate their effectiveness, and describe how individual strategies are received by users. The thesis focuses in particular on key factors in customer decision-making, the role of discounts and promo codes, and the evaluation of the overall user experience with the mobile applications of both brands. The theoretical part presents the development of marketing strategies of ride-hailing services and discusses the impacts of digitalisation and changes in consumer behaviour. It also includes a literature review focused on explaining the ride-hailing system, the product portfolio of the platforms, their target group, and the marketing mix. The empirical part is based on quantitative research in the form of a questionnaire survey, which aims to examine the perceptions, preferences, attitudes, and behaviour of ride-hailing users. The results of the research point to differences between the two platforms, particularly in the areas of promotions, marketing communication, and satisfaction with the mobile applications. The hypotheses were tested using statistical methods, and the results led to suggestions and recommendations for potential adaptations to the marketing strategies of Uber and Bolt.