Change management (three tiers of non- customers)

Three tiers of Non-Customers

Please read  Chapter of Blue Ocean Strategy, Reach Beyond Existing Demand.          ( by W. Chan Kim, Renee Mauborgne)

Q.   The most interesting concept is Figure 5-1 : The Three Tiers of Non-Customers.

Based on the readings, how did Uber penetrate the First, Second and Third Tiers of Non Customers ? Be specific – cite the readings with quotes, citations, percentages, etc.

I have posted attachments about Uber that needs to be read and I have also attached pictures from the text which includes the figure of the three tiers. (Figure-5.1)

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