IT Portfolio and RBV Theory | Individual Report

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IT Portfolio and RBV Theory (Individual Report)
Name of the Student:
Name of the University:

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Executive Summary
In current years, the appearance of the multi-sided platforms will allow the peer-to-peer
networks to develop exponentially. The ride sharing is a shared occurrence allowed the
drivers as well as rider to use web based platform to match their demand as well as supply
sides in actual time basis. The paper is reflected in discussion of investigating industry
dynamics surroundings of the Uber Company, which is a global ride sharing company around
the world. Uber improved its business model to meet with unique business situation. The
competitive advantage for Uber as compared to its competitors is providing greater
convenience to riders as well as drivers. It also brings flexible services for the drivers as well
as low cost ride for the customers. Uber is facing strong competition in the market, but due to
its unique innovation, Uber is able to achieve the competitive advantage and raise its growth
in the ride sharing market.

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Table of Contents
Executive Summary...............................................................................................................1
Introduction and organizational background.............................................................................3
IT portfolio theory......................................................................................................................3
RBV theory and VRIO analysis.................................................................................................5
Conclusion..................................................................................................................................9
References................................................................................................................................10
Appendix..................................................................................................................................12
Business Model of Uber.......................................................................................................12

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Introduction and organizational background
Uber was formed in the year 2009, and the founder of Uber is Garrett Camp and
Travis Kalanick under name of UberCab. Uber is an American multinational company,
offering services of sharing cab rides, ride hailing and others. The firm is mainly based in San
Francisco, besides operated in around 785 metropolitan zones all over the world. The
platforms of Uber are being accessed by using websites as well as moveable applications. As
of the year 2019, Uber is calculated as to take approximately 110 million of users all over the
world (Uber 2017). The ride hailing company is offering services such as peer-to-peer
ridesharing, ride services hailing, delivery of food (Uber Eats) as well as micro mobility
system with the electric bikes as well as scooters. In this paper, the selected service of Uber is
ride services hailing.
The business model of Uber is consisted Smartphone applications which provided
with on-demand facilities to the workers. It is connecting the enthusiastic travellers to the taxi
cab drivers. The taxi drivers used their individual cars at the time of providing taxi services as
well as Uber can get 20% of the fare from it. The total business development of Uber is
modest and listed Uber users those are requested for cab by means of using the Uber mobile
app (Mims 2018). The Uber driver can go to the location of the passenger as well as assist
with the passengers to reach their destination. The payment method for Uber cab services is
done through either cash, wallet as well as through credit card of the passenger (Bashir,
Yousaf and Verma 2016). The Uber app is consumer friendly as well as fast responsiveness
from the servers so that it can reach the passengers in some minutes. Calling a cab using
Smartphone is easier and the passenger can get advantage from it.