Uber's Global Domination and Business Growth

The assignment analyzes Uber's business growth, leadership style, and marketing strategies. It discusses the company's ability to solve its own problems, provide convenience and price to customers, and improve its conditions through issue-solving. The report concludes that Uber follows both macro and micro entrepreneurial schools of thought. Recommendations are made for improving leadership, focusing on goodwill marketing, and allowing riders to utilize their own data.

Running head: ENTREPRENEURSHIP IN A CONTEXT
Entrepreneurship in a Context
Name of Student:
Name of University:
Author’s Note:

1ENTREPRENUERSHIP IN A CONTEXT
Table of Contents
Entrepreneurship:.............................................................................................................................2
A brief history of the Uber Company:.............................................................................................2
Challenges faced by the company:..................................................................................................3
Entrepreneurial schools of thought:.................................................................................................4
Examples of issues in the organisation:...........................................................................................5
Recommendations for improvement:..............................................................................................6
References and Bibliography:..........................................................................................................7

2ENTREPRENUERSHIP IN A CONTEXT
Entrepreneurship:
Entrepreneurship is the act of utilizing a person’s own capacities in order to create a new
venture or business on one’s own. Entrepreneurs start a business or indulge in their passions in
place of functioning for anybody else in the business. Entrepreneurs need to tackle a large
number of obstacles and fears as their lives are not easy. They have to tackle several challenges
in order to make their endeavours a success. The first and foremost crucial factor for the
entrepreneurial success is that of interest (Drucker, 2014).
As the concept of entrepreneurship is concerned with the performance rather than the
time given to a particular work, it is necessary for an entrepreneur to work in those specific areas
which interest him or her. In case this is not done, it will not be possible to manage a proper level
of work ethic and there is a high probability of failure. The interests of the entrepreneurs must
also coincide with the vision for the growth of the company. In case the day to day activities are
of interest to the entrepreneur, it is not enough for success unless this vision can be converted to
that of growth and expansion. Entrepreneur’s vision must be strong enough to be communicated
to the investors and employees alike. The effective skills and the capability of the entrepreneurs
to don many hats contribute to the success and the overall reputation of his or her company. It is
crucial for an entrepreneur to invest in his or her company even it is intangible (Kirzner, 2015).
A brief history of the Uber Company:
“The company was created in the year 2009. It was founded by Garrett Camp and Travis
Kalanick”. The company is basically based in the country of San Francisco and it was basically a
private car service for the executives. The communication process which was used in this case

3ENTREPRENUERSHIP IN A CONTEXT
was mainly brought about by emails and code features. The organisational growth was
considerable in the year 2010. The concept of the advancement of technology was used to bring
passengers as well as drivers together for the successful completion of the vision of the
organisation. It was considered that Uber was the best way in which the passengers would get
around. After a person books a car service, it comes straightaway to the person and the payment
mode was completely cashless which was later modified to a number of other options (Dagnino,
2016).
On a proper study it was found that the company targeted a specific segment of the
customers and included those people who did not own a car. Apart from that it is found that there
is a certain segment of people who do not drive a car themselves to those places who need to go.
This segment of the population was also targeted. Certain people on the other hand are interested
in travelling in style and they want to be treated as special and immensely important people.
They also require a sort of cost efficient and a method of plying a suitable cab at their personal
doorsteps. The connection with the customers is built due to the social media and the
technological development. Therefore it is a suitable and has been an effective method to help
the customers commute effectively (Arendt, 2017).
Challenges faced by the company:
There have been several challenges which have been faced by the company which consist
of leadership issues, issues with how the drivers behave and the dissatisfaction issues of the
drivers. The issue with the inherent leadership of the organisation is that of autocratic leadership,
where the orders had been provided to the leaders of the organisation. It is not ideal for the

4ENTREPRENUERSHIP IN A CONTEXT
workers to work in a scenario where they feel a sort of pressure from the upper management and
therefore it needs to be considered at all costs (Denning, 2015).
There had been several reports of the drivers behaving rudely or disrespectfully with the
customers or the riders. There have been reports where the drivers have molested or caused harm
to the passengers. Often the passengers have not been able to reach their respective destinations.
This is a matter of severe concern with the company as the reliability can be lost due to such
issues.
There have been reports of the drivers remaining dissatisfied with the company as there is
no existence of any tipping service which has been removed from the company policies which
led the drivers to be dissatisfied and irritated. In case both sides of the company are happy, it is
bound to grow more and succeed thereby increasing the overall profit shares. In case the
company learns from its mistakes there is no stopping it (Dagnino, 2016).
Entrepreneurial schools of thought:
There are two basic views of entrepreneurship which relates to the success or the failure
in the existing entrepreneurial business in the control locus. The macro view of entrepreneurship
comprises “the environmental school of thought, the financial or the capital school of thought
and the displacement school of thought”. The first school of thought “considers the external
factors which affect the lives of the entrepreneurs and the forces affecting it can be both positive
and negative”. The financial school of thought comprises of the capital seeking procedure. The
displacement school of thought focuses on the negative sides of the existence of a group and
understands the factors which can cause someone to feel out of place and even slow his or her
development.

5ENTREPRENUERSHIP IN A CONTEXT
“The micro view of entrepreneurship refers to the school of thought which are specific to
the concept of the internal locus of control and the potential entrepreneur has the capability to
direct or even adjust the outcome of each of the major influences”.
Examples of issues in the organisation:
From the study of the organisation it has been seen that the stupendous growth of the
organisation had not been foreseen at any particular time. The company which started from very
meagre means has grown to be one of the largest in the recent times and that too in a very short
span of time.
The company also believed in the concept of great businesses solving their particular
problems. This is because of the fact that in order to reach a stage of global domination the
companies have to keep solving their problems.
Another reason the company has grown to be huge in the recent years is that they offer
both convenience as well as price to their customers. The ways and means by which the Uber
cars take their customers is also reliable. It is therefore a convenient alternative to the busy
lifestyles of the working generation. The users should also look to solve their problems in the
recent times in order to clear their image and become much more successful.
The company also does not believe in hiding its mistakes. It believes in solving the issues
which have arisen in the company. It always tries to improve its conditions and make it much
more clean in terms of image and growth. The company believes that roadblocks might slow
them down but they cannot stop them from being successful. In order to expand the company
needs to ensure that the issues relating to have been solved at the starting stages itself.

6ENTREPRENUERSHIP IN A CONTEXT
From the study of the overall ideals of the company it can be concluded that they follow
both from macro as well as micro entrepreneurial schools of thought.
Recommendations for improvement:
Notwithstanding the issues that have been faced by Uber, it is thought to be safer than
most rides and taxi services and an efficient system for the concept of ride sharing has also been
created which is existent even at this present stage.
The company can appoint and consider newer and much more effective leaders for the
important posts in the company. This is due to the fact that the autocratic style of leadership has
been found to be unsuccessful in the recent times. Along with the needs to change the structure
of the company the type of leaders also need to change.
There also needs to be a valid focus on the goodwill marketing wherein the organisation
needs to cater to the issues which it has been facing in the recent times. In case customers are
facing severe issues and need rides at any cost Uber can introduce the concept of free rides in
order to ensure that the rides are beneficial to the customers and the company also gains in
goodwill. This will ultimately amount to the overall increase in the growth of the company.
The riders should also be allowed to utilize their own data. The company needs to fix the
leadership as also the business issues it has been facing in the recent times. The concerns of each
of the stakeholders need to considered so that the company is able to fulfil the goals of expansion
which it has set for itself. It is to be noted that the company needs to understand the factors
which will help it reach a stage of global importance and domination.

7ENTREPRENUERSHIP IN A CONTEXT
References and Bibliography:
Arendt, H. (2017). Über die Revolution. Piper ebooks.
Dagnino, E. (2016). Uber law: prospettive giuslavoristiche sulla sharing/on-demand
economy. Diritto delle relazioni industriali, 26(1), 137-163.
Denning, S. (2015). New lessons for leaders about continuous innovation. Strategy & Leadership, 43(1),
11-15.
Drucker, P. (2014). Innovation and entrepreneurship. Routledge.
Harvey, J., Smith, A., & Golightly, D. (2018). Online Technology as a Driver of Sharing. The Rise of the
Sharing Economy: Exploring the Challenges and Opportunities of Collaborative Consumption,
75.
Kirzner, I. M. (2015). Competition and entrepreneurship. University of Chicago press.
Santos, F. M. (2012). A positive theory of social entrepreneurship. Journal of business
ethics, 111(3), 335-351.
Thai, M. T. T., & Turkina, E. (2014). Macro-level determinants of formal entrepreneurship
versus informal entrepreneurship. Journal of Business Venturing, 29(4), 490-510.