A STUDY ON THE MARKETING STATEGIES OF OLA

The study revels about the marketing strategies of OLA and also a deep study about the issues faced by the same. The study also discusses a study related to OLA and fast track with regard to the marketing techniques followed by OLA. OLA being one of the leading cab service providers in India and also have started its venture in Australia has acquired a dominant position in the market. The fares charged by OLA were leading to a direct loss i.e., Fast Track mentioned that OLA spent 547/trip but incurred a revenue of only 344 on an average which leads to a loss of Rs.230. OLA being a $3million dollar company has an extended network of transportation over 110 cities across India which helps us to know that it holds a dominant position in the market. When quality services are provided at a low price it generally attracts the consumers at a large level. Thus, following attractive low prices for a product or service in order to attain a dominant position in the market is acceptable whereas, abusing such dominant position i.e., to eliminate competition and to drive out firms cannot be considered as an ethical practice.