Auditing Report on UBER: Corporate Governance, Marketing Strategies, and Financial Analysis

Running head: Auditing
Auditing
Name of the Student
Name of the University
Author Note

1Auditing
Executive Summary
The reports how about the company UBER and also show about the different aspects of
company financial as well as other aspects of company. It show about the different duty
which the management is able to perform in the market as well how it is performing in
company activities.

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Table of Contents
Introduction................................................................................................................................5
Current Situation........................................................................................................................5
Current Performance..............................................................................................................5
Strategic Posture.....................................................................................................................6
Corporate Governance...............................................................................................................6
Board of Directors..................................................................................................................6
Top Management...................................................................................................................7
External Environment................................................................................................................9
Natural Physical Environment: Sustainability Issues............................................................9
Societal Environment...........................................................................................................10
Task Environment....................................................................................................................11
Summary of External Environment.....................................................................................13
Internal Environment...............................................................................................................13
Corporate Structure..............................................................................................................13
Corporate Culture.................................................................................................................14
Corporate Resources............................................................................................................15
Marketing.........................................................................................................................15
Finance.............................................................................................................................16
Research and Development..............................................................................................18
Operations and Logistics..................................................................................................19
Human Resource Management........................................................................................20

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Information Technology...................................................................................................20
Summary of Internal Factors................................................................................................21
Analysis of Strategic Factors...................................................................................................22
Situational Analysis.............................................................................................................22
Review of Mission and Objective........................................................................................22
Strategic Alternatives and Recommended Strategy.................................................................22
Strategic Alternatives...........................................................................................................22
Recommended Strategy.......................................................................................................23
Implementation........................................................................................................................23
Evaluation and Control............................................................................................................24
Conclusion................................................................................................................................24
Reference..................................................................................................................................25

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5Auditing
Introduction
Auditing is the process of examine the financial books of company and giving opinion
whether the company financial statement are showing true and fair view or not. Auditor
check different book of company and check whether it had follow all the rules and regulation
while preparing the financial statement or not (Ahn et al., 2015). It takes into consideration
the auditing standard so that it can able to perform the activity of auditing properly in
company financial statement. The report is based upon UBER Company as it shows about the
different aspects of company. It show the corporate governance of company as how it is able
to follow the rules and regulation, it show the company marketing strategies by swot, pestle
and Michael five force model (Armstrong et al., 2015). Lastly it shows about the finance
department as how the company is able to have finance, HRM aspects of company as well the
Information Technology of UBER. It contains all the details of company and how they are
able to play different role in the market.
Current Situation
Current Performance
As per the financial data of company it can be said that they were having huge loss in
carrying their business operation, in 2018 it able to convert its loss into profit. As per the
market share is been consider it can said that it is not having much increase in the value
which denote that the share are not purchased much in business (Ayala 2016). As per the
Earning per share is concern it is very low which show company is not able to meet the
shareholder expectation as the company is not giving proper amount of return upon the
investment.

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Strategic Posture
Company is having mission to became one of the best in the industry and able to
provide their services worldwide but as per the position of the company is seen it not able to
generate much amount of revenue by carrying business activities. It have different amount of
strategies in company business so that it able to make proper amount of activities and able to
expand its business operation (Bhargava, Bafna & Shabarisha 2018). It is having normal
pricing strategies so that each individual is able to adopt the services properly and effectively.
It able to focus upon all type of customer whether rich class or medium class and able to
provide quality service to both type of customers.
Corporate Governance
Board of Directors
The board of member consists of both internal as well as external members. The
internal member in Board is Dara Khosrowshahi, Travis Kalanick and Garrett Camp. The
external members are Ronald Sugar, David Trujillo, John Thain, Arianna Huffington, Wan
Ling, Matthew Cohler, Yasir Al-Rumayyan and Ursula Burns.
The Board of Directors does not hold any share of company as they are not allow to
hold any share of company in which they are acting as directors.
The company is listed and so the share is been traded publicly and anyone who is
interested in investing in company can able to purchase the required amount of shares. The
company is not having any different amount of share it only had one type of share which
contain one share = one vote (Bourgeois, Wierzba & Walker 2016). So it only able to have
the normal type of share, which is generally traded.
The Board member of company is having many different expertises as each member
is highly efficient in their position. They have different expertise as per the requirement of

7Auditing
business (Cadle, Paul & Turner 2014). Each board member is having highly experience and
able to use their knowledge upon the company management. Many member of Board are
having international exposure and even the company is able to have much international
business operation. Each member in Board have been served for more than 1 year in
company as well as they are able to hold different position in company board.
Each member on Board is able to meet the requirement of company in maintaining the
sustainability policy in company properly and effectively. They have made proper policy so
that the company is able to meet all the requirement of sustainability in company business
activities (Chu 2015). They check each proposal or decision of company in regards of
environment so that it can make sure company is not affecting the environment and able to
carry the business operation properly and effectively.
Top Management
The top management of the company consists of Co-Founder, CEO, and VP of Global
Tax and Accounting. It also has CTO, Chief Product Officer, and Global Operations Analyst.
The management consists of proper expertise as it contains many knowledge people
who are holding different position in the company (DeFond & Zhang 2014). They apply all
their knowledge in company so that it can able to business activities properly. Yes the
company have international expertise and even they able to carry different international
business activities in company.
The top management is able to play a vital role in company business activities as they
take necessary decision in company so that it can able to have proper business. It is the
responsibility of management to make necessary decision so that it can able to reach
company goals and objective properly and effectively. So it can be consider that the company
management is responsible for taking necessary decision in business activities. The company