Strategic Management and Marketing Analysis

The assignment is based on the topic of strategic management and marketing, specifically focusing on Uber's business expansion strategies. It involves analyzing the company's strengths, opportunities, weaknesses, and threats (SWOT analysis), as well as identifying strategic issues that can be addressed to achieve goals and objectives. The report also discusses how Uber can use different strategies to expand its business in new markets and explore merger and acquisition options.

Strategic Audit

Table of Contents
Summary SWOT.........................................................................................................................1
Identifying and evaluating four corporate business level strategies ..........................................1
Identifying at least three significant strategic issues the organisation faces...............................2
Recommendation.........................................................................................................................3
Conclusion ..................................................................................................................................4
REFERENCES................................................................................................................................5

Summary SWOT
Uber is a mobile supported cab service providing company which assist people to travel
from one place to another. There is different type of strategies which company used for
supporting and carrying out all the activities in a systematic manner. SWOT analysis is known as
capitalising the strength, defeat weakness, point out threats and use opportunities. The strength of
Uber is providing better and effective service to its customer as compare to other brands. Along
with this they also set price lower so that people can take benefit of their services. But sometime
rude behaviour of workers can affect company’s image. Through use the of technology Uber
have opportunities to connect with large number of people. While there is increase in
competition due to which it becomes difficult to get drivers for cab.
Identifying and evaluating four corporate business level strategies
There are four strategies which Uber can used in respect to enhance its business growth.
 Diversification strategy: Diversification is corporate strategy which Uber company can
use for entering into new market in which the business cannot be operated. Along with
this the cited organisation can create a new product for new market (Hitt, Li and Xu,
2016). Hence, it is a riskier strategy because it is not important that in new market
customer like their product and services. For using this strategy company need to hire
new skill and gather more content related to taste and preference of customers.
Furthermore, company need to acquire new resources and new technologies
(Diversification strategy 2017).
 Acquisition/merger strategy: Merger and acquisition is the strategy which assist
business in making changes in corporate structure by joining with another company.
Merger is the combination of two or more companies while acquisition is firm taken over
by other. If Uber company merge its business with other firm then it need to follow some
process. Hence, this strategy is effective because it leads to improve Uber company
performance and both the company have benefit of tax benefit. Along with this company
become stronger in resources. It can utilize resources more effectively and efficiently
(Beamish and Lupton, 2016). Further through merge and acquisition firm can merge
their power and control over the markets. Through, using this strategy lead to cause some
disfavor that is loss of experience worker who are working on leadership position.
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Further, as a result of merger and acquisition company may require re-skilliny due to
which it can lost its experienced employees
 International strategy: There are different type of international strategy which can be
adopted by Uber company such as translational strategy, global strategy etc. Global
strategy is centralized and it is control by the home office and seeks to increase global
efficiency (Nelson and et.al., 2016). Uber can use this strategy in which product are
much more standardize. Here Uber can brand its product and use different social
networking sites for promoting its product in new country. However, there are some
disadvantage of global strategy that is it become difficult to manage the business and take
effective decision across the country.
 Co-operative strategy: There are many firms who are engaged in co-operative strategy.
Therefore, this strategy have some significant benefit due to which many organisation use
this strategy (Human, Bick and Singh, 2016). Further this strategy is effective for the firm
because through the use of this strategy it becomes easy to enter in new market. It is also
proven significant in facilitating international expansion.
With the use of this strategy it becomes easy for the organisation to expand its business in
new market and gain competitive advantage. All the strategy is effective for the organisation in
respect to growth and development
Identifying at least three significant strategic issues the organisation faces
Strategic planning process help in determining the strategic issues which company is
facing along with it steps are involved in describing such issue. There are some approach which
company can used which are as follows:
 Direct approach: This conceptualization goes direct from SWOT analysis and mission
before identifying the issues (Zhu, Wang and Bart, 2016).
 Indirect approach: This approach started with group action about various kinds of
option which is provided before finding out the issues
 Goals approach: Starts with goal and then find out issues which need to find out before
goal can be achieved.
Strategic issues refer to the significant aspect that needs attention so that company can
accomplish the business goal on time. For Uber company one of the strategic issues is marketing
the product, human resources' management and strategic alliance which needs to be resolved in
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accordance to accomplish its goal and objective (Sibony and et.al., 2017). Threats and weakness
play significant role in determining the strategic issues. Competitor are rising more in the market
due to which company can unable to get skilled labour for working. Unavailablity of human
resources is one of the main strategic issues which company face due to rise in the competiton.
On the other hand success of the organisation is depended on the services which employee
deliver to customer. Therefore, the company needs to ensure that employees get training the
way they behave with customers. New technology is not adopted by the firm for keeping the
record of all its cab due to this reason company may face issues. Therefore, to accomplish goal
and objective it is important for the firm to use new technology (Dokotri, Ezekiel and Pam,
2016.). Along with this, the company can identify its weakness and threats and try to overcome it
so that it can make good position in the market.
Recommendation
It is recommended that Uber can provide training and development facility to its
employees so that they can deliver services effectively and efficiently to customers. Training
assist in developing skill of employee therefore it is best method to overcome the strategic issue
which company is facing. Further there are many people who are not connected with new
technology so they face issues in booking cab. For them company need to provide facility to
book the cab on phone call which assist the firm in increasing sale as well profit. To give tough
competition to competitor firm can try to provide services at reasonable price so that is can easily
attract large number of customer from all over the world.
TWOS analysis assist the organisation in meeting its inner strength and outside opportunities for
processing Maxi-Maxi strategy.
SO: The strength of the organisation is that is provide better and effective services as compare to
other brand. Therefore, company have opportunity to connect with use of new technology.
ST: Company focus on satisfaction so it need to be provide better services at lower price
WO: The organisation success is totally depend on the services of employees, so company have
opportunities to provide them training so that they can deliver quality services.
WT: Due to competitor it is not easy to enter in new market, therefore company can launch new
services or additional services.
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Conclusion
From the above report it can be concluded that, UBER can use different strategy in
respect to expand its business in market. Further Merger and acquisitive strategy is very effective
in respect to make huge profit. There are different strategic issues which company can identify
and overcome for accomplishing the goal and objectives.
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References
Books and Journal
Beamish, P. W. and Lupton, N .C., 2016. Cooperative strategies in international business and
management: Reflections on the past 50 years and future directions. Journal of World
Business. 51(1). pp.163-175.
Hitt, M. A., Li, D. and Xu, K., 2016. International strategy: From local to global and beyond.
Journal of World Business.51(1). pp.58-73.
Human, G., Bick, G. and Singh, A., 2016. Strategic drivers of a network-orientated approach to
the organisation of marketing in business-to-business firm. Management Dynamics: Journal
of the Southern African Institute for Management Scientists. 25(3). pp.33-45.
Li, C. and et.al., 2017. Embracing the foreign: Cultural attractiveness and international
strategy.Strategic Management Journal. 38(4). pp.950-971.
Nelson, T. and et.al., 2016. Emergent identity formation and the co-operative: theory building in
relation to alternative organizational forms. Entrepreneurship & Regional Development.
28(3-4). pp.286-309.
Sibony, O. and et.al., 2017. Behavioral Strategy and the Strategic Decision Architecture of the
Firm. California Management Review. 59(3). pp.5-21.
Zhu, H., Wang, P. and Bart, C., 2016. Board processes, board strategic involvement, and
organizational performance in for-profit and non-profit organizations. Journal of Business
Ethics. 136(2). pp.311-328.
Online
Diversification strategy 2017. [Online]. Available through:
<http://www.referenceforbusiness.com/management/De-Ele/Diversification-Strategy.html|>.
[Accessed on 03rd August 2017].
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