Case Study on Uber Assignment

UBER

TABLE OF CONTENTS
Significance of relevant resources firm possess.....................................................................3
Significance of relevant capabilities firm possess..................................................................7
Strategies for business operations in Uber.............................................................................9
REFERENCE.................................................................................................................................11

Significance of relevant resources firm possess
Uber being a reputable firm possess several tangible and intangible responses.
Resources Impact of Resources
TANGIBLE

Management Staff Uber to manage it's business operations
possesses 4,50,000 driver across 31 cities
driving their independent vehicles ranging
into three departments namely rider
responsible for ride facing application,
recruiting rider, customer service for
passenger and shared rides, driver
accountable for driver recruitment,
managing driver facing app and marketplace
over viewing health of uber products,
monitor situations, develop system and
technology and match vehicles as well
(Rogers, 2015).
Cars
Uber possess assets such as Express(Match
rider going in same direction and involves
marginal waiting time) , Pool(Match riders
going in same direction offering door pickup
eliminating pickup time), Uber X(Offering
private rides for maximum four people),
Uber XL(Offering private rides for
maximum six people), Uber Select(Offer
ride to 1-4 people along with highly rated
drivers), Uber Black(Offer private rides in
black cars along with professional drivers for
one to four people), Uber SUV(Offer private
luxury SUV rides for up to sex people), Uber
LUX(Offer luxury private rides in high end
cars for people ranging from one to four),
Uber Assist(serving senior citizens and
physically disabled people. Chachap(Low

Visit doctors, MOTO(providing transportation
by bikes) (Means and Seiner, 2015),
INTANGIBLE

Goodwill Uber developed good brand reputation as they
focus on reduce of waiting time of the ride
helped them develop delight goodwill among
it's competitors Lyft, Didi Chuxing, Ola, Grab,
Go-Jek, Taxify, Yandex and Careem) retaining
it's employees along with the customers that
are loyal to the company. Currently they are
trusted and serving among total of 63 countries
and 785 metropolitan area for their business
operations (Chen, Mislove and Wilson, 2015).
Application Uber ride booking application is the best asset
company possess that help in future growth and
development providing important detail to
drivers including ride details, segment, driver
information, waiting time and drivers location
along with estimated . The application also
enable function of book now ride later to it's
employees and emergency number helpline for
it's customers if they feel any pitfall in the
process or are violated in any manner and on
the other hand the application is as useful for
the drivers as it show provides overview of
their working hours in a week along with the
generated revenue from their business. They
further share revenue in predefined ratio set at
time of policy making (Laptev and et.al.,
2017).

Significance of relevant capabilities firm possess.
Uber for business operations must analyze capabilities of brand to target success for
further operations.
Market Expansion – Uber launched motorcycle pickup in Paris, delivery service in San
Francisco and 7 other cities have ice cream trucks that are limited in place. In the context of
market expansion it is identified that in the mid of 2012, Uber introduced its new service and
products to customers, Uber X. The main characteristic of this new product was it was
approximately 35% less expensive than its luxury car offerings. Throughout, 2010, it grew
rapidly as it expands its business in international market. For more supporting this view it is also
reported that Uber drivers completed about 15 million trips in around 600 cities across 65
countries. By offering almost 8 ride hailing products it made a rapid growth and market
expansion. Uber keeps 25% of a trip's gross fare (Wallsten, 2015).
In addition, and in the context of market expansion, in the year of 2016 Uber launched
Uber eats which provides food delivery services. By launching new products and services like
Uber freight, advancing autonomous technology, it provided attractive facilities and made a
growth.
Investment capabilities – Uber being a reputed firm has the capability to raise funds from market
for future expansion and development by offering it's shares to public. For making growth, it can
be said that its innovation strategy was its substantial investment in data science. Investors in the
ride sharing companies appeared bullish. There are some investors who spread their investments
across the entire industry. The main aim of Uber is it wants to become more than users' first
choice for a ride sharing service. By generating revenue growth, it reinvests it into a variety of
other variety of expansive ventures. It investment capability in several ventures from scooter and
bikes to flying taxis is a sign which shows its growth and ambition (Means and Seiner, 2015).
It is reported that, Uber invested more in electric scooter company which names is Lime.
In the year of 2017, April it acquired bike sharing service jump. So, with all these resources and
data of investment, it can be said that this company is making growth and has a good investment
capabilities (Wallsten, 2015).

Diversification– Uber is rare company having several diversifies products in its range dealing in
vast range such as Express, Pool, X, XL, Select, Black, SUV, LUX serving each and every call
of users in the society ranging from various prices based on trip length and distance. Initially it
offered only taxi services but now it has switched its focus from taxis to electric bikes and
scooters with the main aim of expanding its business. It offers several services like food delivery
services, ride sharing services, new products expansion like UberX, XL, E-bikes etc. Uber wants
to be like Amazon which provides several products and services to customers. By expanding its
business in diversified products and services, it can take competitive advantages (Means and
Seiner, 2015).
Illustration 1: Average earning per hour of Uber

Supply Chain Management – Uber has strong network of suppliers help in building quality as
well as company can attain better chance of growth opportunities. The company through this
practice aims to maximize consumer value to gain competitive advantage among competitors. It
has the capability to make its supply chain more digital. By focusing on all main 6 principles of
digital supply chain it increased its capability. Some design principles include: connecting supply
chain data, balance between supply and demand at the point of need, effectively utilize all
relevant assets by elevating visibility, removing non-value added information and sources, able
to make instant collaboration and able transparent supply chain (Rogers, 2015).
Uber also deals in several other products and services such as Uber eats offering meal
delivery from nearby restaurant charging a nominal fee of 4$ along with their involvement in
bank Barclay offering Visa, Credit card,, cashback reward points and other incentives. They also
deal in matching Uber freight shippers with truckers similarly they match riders with drivers
(Wallsten, 2015).
Strategies for business operations in Uber
Uber to perform business operations must apply following strategy.
 Differentiation/ Uniqueness
Uber differentiated its services from others in business by offering wide range of products and
services compared to that of its competitors like boat and helicopters along with other special
vehicles making it outstanding among st rivals such as delivery vehicles, motor cycle services,
ice cream trucks and keeping a low price tag on usage of it's services resulting in making Uber
people's priority and serving in huge demographic area compared to that of its rivals. By using

differentiate/ uniqueness strategy Uber will gain competitive advantage among it's rivals firms
and aim to boost business opeartions (Laptev and et.al., 2017).

REFERENCE
Books and Journals
Rogers, B., 2015. The social costs of Uber. U. Chi. L. Rev. Dialogue. 82. p.85.
Chen, L., Mislove, A. and Wilson, C., 2015, October. Peeking beneath the hood of uber.
In Proceedings of the 2015 Internet Measurement Conference (pp. 495-508). ACM.
Laptev, N. and et.al., 2017, June. Time-series extreme event forecasting with neural networks at
uber. In International Conference on Machine Learning (Vol. 34. pp. 1-5).
Wallsten, S., 2015. The competitive effects of the sharing economy: how is Uber changing
taxis. Technology Policy Institute. 22. pp.1-21.
Means, B. and Seiner, J.A., 2015. Navigating the Uber economy. UCDL Rev.. 49. p.1511.