Contemporary Issues in Business - Case Study of UBER
Added on 2020-02-14
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Contemporary Issues inBusiness1
TABLE OF CONTENTSchapter 1:INTRODUCTION...........................................................................................................3Aim and objectives......................................................................................................................4Research question........................................................................................................................4Rationale of the study..................................................................................................................4CHAPTER 2: LITERATURE REVIEW.........................................................................................5Introduction .................................................................................................................................5Importance of marketing .............................................................................................................5Contemporary issues faced by online transport network companies in UK ...............................6Key marketing strategies which can be used ..............................................................................6CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7Type of investigation...................................................................................................................7Research design...........................................................................................................................8Research approach.......................................................................................................................8Data collection method ...............................................................................................................9Sampling......................................................................................................................................9Data analysis..............................................................................................................................10CHAPTER 4: DATA ANALYSIS................................................................................................10CHAPTER 5: CONCLUSION AND RECOMMEDATIONS......................................................20Recommendations .....................................................................................................................21References......................................................................................................................................22APPENDIX1 : QUESTIONNAIRE..............................................................................................242
CHAPTER 1:INTRODUCTIONTitle-To identify the key marketing strategies through which competitive edge can be gained. Acase study of UBERGrowth and development of business is determined with the help of current performance.It facilitates corporation to cope up with changing scenario because good current performanceindicated how future performance will be. Contemporary issues are generally focused bymanagement in order to take right action and solve the potential problems. It is necessary forlong run growth of the business as by using appropriate strategies any kind of issues can beresolved (How Uber conquered London,2016). However, corporation must have skilledpersonnel who can cope up with changing scenario (Grant, 2016). Here, transport company likeUber need to focus upon creativity and innovation which can done with the help of resolving allcurrent issues. It enables management to cope up with changing scenario and retain customers bydelivering good quality of services. This aspect directly bring changes in organizationalperformance and create competitive edge at international marketplace. Here, it becomesnecessary to focus upon potential issues of organization and use appropriate marketing strategiesso as to ensure long run growht with increased rate of return (DeSantis and et. al., 2011).The current investigation is based upon UBER which is online transportation networkcompany. The operation of business is done with the help of Uber mobile app which generallyallow buyers to use their smartphone and easily access good quality of services. Uber isoperating worldwide with revenue of US dollar 1.5 billion according to 2015. The total numberof workforce in corporation are 6700. There are several operation issues faced by transportcompany because of changing rules and regulations as well as preferences of buyers (Van Bree,Verbong and Kramer, 2010). However, the current investigation focuses upon contemporaryissue such as international competition which is affecting overall performance of the business toa great extent. For example of China, Uber is forced to enter into competition with care sharingapps which are generally dominated through Alibaba Group holding Ltd and other relatedcorporations. This strategy affect organizational performance because customers are alreadygetting advantages from locals. On the other hand, there are many other factors which affectprofitability and rate of return of the business.3
Aim and objectivesAim-To identify the key marketing strategies through which competitive edge can be gained. Acase study of UBERObjectivesThe objectives of study are based upon aim which are segregated into several parts. It isdone for the purpose of completion of entire study in an effectual manner. Here, at firstcontemporary issues which is being faced by Uber will be identified and then key marketplacestrategies are analyzed. At last, researcher target to maintain consistent growth of business ininternational market. These are stated as follows-To identify contemporary issue which is being faced by UBERTo analyze key marketing strategies which can be used to resolve contemporary issue inUBERTo provide valuable suggestions for maintaining consistent growth of business ininternational marketResearch questionResearch questions are framed as per the research objectives so that scholar can preparethe guidelines accordingly. The research questions on key marketing strategies to createcompetitive edge in the marketplace are listed as follows-What contemporary issue is being faced by UBER?What are different key marketing strategies which can be used to resolve contemporaryissue in UBER?What are ways for maintaining consistent growth of business in international market?Rationale of the studyTransport sector is considered as the imperative aspect for growth and development ofparticular region or nation. Generally corporations face issue related to intensive competitionfrom other rivalries by reducing fare and other related facilities. Here, the main barrier related tocompetition is entering into international market. However, being Multinational company, Uberis operating in UK and facing high competition from local transport sector in many ways. Thereason behind conducting current study is to highlight potential aspect or lacking areas of thebusiness and accordingly take suitable action to recover the same in an effectual manner. Apart4
from this, innovation and creativity is necessary for the growth and development of the transportcompany for creating competitive edge. In this regard, current study focuses upon the same forbetter performance and increased rate of return of the firm. Moreover, current study is beingconducted for identifying key marketing strategies through which issue related to competition ofUber in UK can be resolved. Here, researcher focuses upon valid information which are helpfulfor extracting valid outcome. Furthermore, other related issues such as changing rules andregulation also affect the entire performance of Uber. For this purpose appropriate marketingstrategies are explained which in turn business can move ahead with increased rate of return.CHAPTER 2: LITERATURE REVIEWIntroduction The chapter of literature review is considered as one of the most important chapter of adissertation. the reason behind this is that this section includes the work and studies which hasbeen carried out by other researcher on the topic under investigation. therefore, it helps incarrying out more accurate and detailed investigation on a particular topic and obtains moreuseful information. Importance of marketing As per the view of Bento (2010) marketing can be defined as the process in whichbusinesses and individuals make use of various tools and techniques to create awareness amongcustomers and attract them to buy a particular product or service. In the modern era, marketinghas become very important for companies as it helps them to earn adequate sales and profits.Over the past few years, the competition among online transportation service provider in theworld has become so intense that it is not easier for brands such as Uber to maintain and enhanceits existing market share. At present companies such as Lyft, Uber, Curb, Didi Chuxing etc. arecompeting very strongly with each other to become leading player in online transportationservice provider industry. According to Chesbrough (2010)marketing in modern era has becomevery important because it provides wide range of benefits to companies. One of the major andmost important among those is of creating awareness among customers. The use of effectivemarketing tools and techniques results in developing a strong brand image of companies in themarket and in front of customers. However Rösler and et. al., (2014)has argued that carrying outmarketing is not an easy task for businesses and one needs to invest lots of time and resources5
regarding the same. Marketing is also important because its supports firms to interact withcustomers understand their need and develop services according to the same.Contemporary issues faced by online transport network companies in UK It can be stated that carrying out business practices and activities in online transportationindustry is not an easy task as along with the increases demand of such services, the competitionhas also increased to a great extent. In country such as UK, brands like Uber, Lyft, Didi Chuxing,Kabbbee, Hailo etc are competing very strongly with each others. Now, the contemporary issuehere is that businesses such as Uber are not be to identify that what kind of strategies and actionplan can be used for getting competitive advantage over other market players. According toCreutzig and Kammen (2010) the online transportation service providers needs to carry out veryintense market research in order to understand changing need and demand of people in themarket and deliver services according to the same. It can be stated that now customers areavailable with wide range of options to choose from and this has created issues for businesses asthey are not able to understand how they can attract more new customers and retain the old ones.Issues are often faced regarding tool, techniques and strategies of marketing which can be usedby firms to gain advantage over other market players.Pettit, Fiksel and Croxton (2010) Hasexplained that because of intense competition, even a slight change in prices, policies andmarketing strategies of one company forces the other brands to make changes in their businesspractices. However, has critically evaluated that in order to overcome the issue related toincreasing competition what firms that really do is that they can develop effective marketingstrategies and focus on attaining higher degree of customer satisfaction. Delivering quality ofonline transportation service to customers will help businesses to enhance the rate of customerloyalty and satisfaction. Other than this, it can also support in increasing the sales and profits of abusiness enterprise to a great extent. Key marketing strategies which can be used According to Jensen and et. al., (2010). marketing is a very effective and potential toolwhich can be used and implemented by firms to gain competitive advantage over other marketplayers and attract customers. Over the past few years, there has been wide range of developmentcarried out in the field of marketing and these developments have increases sales and profits ofcompanies to a great extent. Earlier there was a time when companies uses to lay emphasis on6
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