Uber Business Model: Analysis, Recommendations, and Reflection

This report provides an analysis of Uber's current business model, identifies the need for changes, and offers recommendations for improvement. It also includes a reflection on the completion of the report.

Individual Consultancy
Report
Table of Contents
INTRODUCTION...........................................................................................................................3
BUSINESS MODEL.......................................................................................................................3

The business model of Uber is mentioned below:..................................................................3
Need for changes:...................................................................................................................4
Recommendation for bringing in change in Uber..................................................................4
REFLECTION.................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
INTRODUCTION
The following report is conducted all Uber a transport company which makes an application
through mobile app in order to connect a person to hire drivers and taxi service. The major
difference between common taxi services and Uber is that Uber uses mobile service application

to connect a person with their driver (Sun, L. and et. al., 2020). In the following report a brief
summary of Uber is provided. Along with this the current business model of company is also
given. The report consists of the necessity of business model including market and industrial
analysis. The business model canvas framework for Uber is also provided in this report along
with this some of the changes recommended for company in order to make sure that the company
faces profit in future is also mentioned. At the end of this report a reflection on individual
completing this report and development of various skills during completion of this report is
mentioned.
BUSINESS MODEL
The business model of Uber is mentioned below:
 The major partners of company include drivers, technology through which company is
driven, the owners of private taxi and vehicles, government of places where businesses run
and so on.
 The key activities done by company included developing a stage so that more members can
join the business. They made sure that the already existing members were progressing with
the support of company (Ma, J. and et. al., 2020). They ensured safe and secure rights for all
dear Travellers. Other than this the quality and maintenance of the vehicles were also issued
by company. Other than this some other facilities for children and elders travelling in Uber
were also innovated by company.
 The key resources of company included the drivers and riders who are network for the
company, the data captured of the travelers, the platform architecture is as well as skill
engineering and other stuff. The goodwill and brand and image of company was other
resource for company.
 Value proposition for Uber included cheaper than normal taxi prices, no Driver interaction,
cashless transaction, helpline available 24 seven, certified drivers, multiple stops facilities
and so on.
 Company develop customer relationship by providing them feedback and rating after each
right. They also develop a system in order to provide quick responses to the passengers in the
time of any issue (Dyer, B., 2020). They also provided a number of promotional offers for
benefit of customers.

 Company divided customer segment into various factors which included a UberX, Uber
Black, the elderly, bar and partygoers, play tonight commuters etc.
 The channels which company used for communicating their products to their customers
included app stores, social media influences, and a number of different digital
advertisements.
 The basic cost structure of company included the driver cost which company had to occur,
insurance cost of life of drivers as well as vehicle, salaries provided to the staff as well as the
advertising cost which company had to pay in order to promote their services.
 The revenue stream for company included the commission provided by passengers during the
trip, the cancellation fee of various rights, fees for advance booking as well as Uber eats.
Need for changes:
There are a number of reasons due to which some changes need to be brought in the business
model of Uber (Nakamori, Y., 2020). Some of such reasons for need of changes are mentioned
below
 There have been a number of cases of assault by Uber drivers.
 Cancellation of drives by drivers and increased waiting time of customer
 Safety and security of customer.
 Pollution due to emission by vehicle.
Recommendation for bringing in change in Uber
 Company need to make sure that they effectively check background of their drivers before
hiring them.
 Company needs to ensure the policy of cancellation of rights so that customers do not have to
face problem due to cancellation of rates by the drivers.
 It is required that company uses environmentally friendly practises and introduce cars which
do not emit much pollutants in the environment.
 Uber can also take a new step and innovate in Department of movers and packers for the
benefit of basic society (Barns, S., 2020).
 Company need to localise their strategy according to the region they are operating in so that
the local public supports them and help them in increasing the revenue.

REFLECTION
Ans 1
In the following report I worked in a group. This group consisted of five members including me.
We chose and entrepreneurial and organisation which was Uber. A deep analysis was done on
various factors which included the basic background and history of company, various campaigns
and adds advertised by company in order to communicate their product to the customers. The
consumer strategy followed by company which included Uber targeting young adults, engaging
in large word of mouth, and also having system with drivers in order to make sure they can have
customers to rate and review the drivers. Along with this I also came across the customer
strategy of company which included to attract both partnership as well as relationship with
customers. They also offered some loyalty programs to customers so that they may have loyal
customers through Uber VIP. In this report I also developed various intra structure for Uber,
learned about competitors of Uber, develop the business model along with various
recommendations for the company so that they may effectively work in the future growing their
business.
Ans 2
The following was a group task so first of all we had a number of group meetings to decide on
the roles and responsibilities of each member in the group. The research was conducted
simultaneously and every member brought in some learning and finding they came to know
about the company. We managed to meet thrice a week after classes in order to discuss about the
project. I allotted my time giving the first priority to most important task. I divided all the given
task into various groups according to their importance and priority. After this I allotted time to
each of this task in order to make sure that there is no delay in completion of task. The tasks
were then divided among group members according to their interest and skills and capabilities.
Reviews on task of every member was done by each other making sure that the quality of task is
not hampered as well as the time objective of the project is achieved. We then came along with
all the data analysed and started rating the data as per their importance. The most important data
with strong background and data analysis were used by us in the project and the others were
rejected. In this way all of us work together and divided the work equally so that no one person
have to face all the burden.
Ans 3

We had some issues at the beginning of the task regarding conflict between the team members
but at the end the objective of report was completed. It took us around 10 days to complete the
whole report. We divided the work equally consulting each other before division of roles and
responsibilities. Each member was given an opportunity to put up their point and speak for
themselves so that they do not feel unwanted or ignored in the group. There was an incident
when a conflict for rule of leadership arise between two persons. We then came into anonymous
solution and voted democratically for choosing a leader. However the part of leader for this
group was very limited as the task were divided equally and each person has the right to put up
their ideas and views. In this way we brought along everyone in the group and efficiently
completed this project making sure there are no mistakes done by us in this.
Ans 4
There were a number of skills used by me while completion of this project. These skills included
communication skills, leadership skills, skills regarding analysis and so on. There were a lot of
communication between all the members in the group which I carried out efficiently through my
excellent communication skills. Although I wanted to be the leader of the group but most of the
members were in favor of someone else so I voluntarily backed out and led to the other person
become the leader. While completing this project I realised that I lack in time management skills.
There for major focus was paid by me in making sure that the time which is allotted for the given
project is used efficiently and effectively. I made an action plan in which I mentioned all the task
which I was personally required to do regarding this project. With the help of the task and the
action plan I was able to complete my work on time. There was a presentation required in the
beginning and I came to know that I have a stage fear and lack in various skills regarding
presentation. Somehow, I started developing the skills while completing this project itself.
However, I am good in communication but I do not have patience to listen to someone else. My
listening skills were very weak and while completing this project I have analysed that I am
improving my listening skills as well.
Ans 5
While completing this project I came to know that I need to prepare a proper schedule in order to
make sure that all the important tasks are finished by me in the given time and no task I left an
attempted. It was important to manage the time allotted by Professor so that maximum work
could be done in the limited time. In this way I developed time management skills while

completing this project. We then prepared the presentation for this project. I made sure that I
practice well before presenting that in front of the class so that I can gain some self-confidence.
My teammates also help me in this as they acted as audience while I delivered my presentation.
In this way I work on my presentation skills while completing the task. Other than this I made
sure that while communicating with someone I gave the second person equal chance to speak.
And while they were speaking, I kept quiet and silently listened and understood all the
information they were trying to provide. In this way I help my patience level as a Les my
listening skills. There were a number of other skills developed such esteem work, cooperation,
empathy and so on while completing this assignment.
Ans 6
If I had to do a similar project and group assignment in future there are a number of points which
I will keep in mind that I learn from this following project. I will start from making everyone
comfortable with each other and bringing up some discussion regarding hobbies and activities
which does not involve the project. This will enable each member in the group to become
comfortable and know everyone else. Once people are familiar with each other in the group they
can then decide on roles and responsibilities. Other than this it is also necessary that first and
foremost a leader is chosen so that during the time of conflict there is a responsible person to
make sure that they solve any such incidences. Other than this all the task done by us during this
project do not require any changes and I would like to continue doing more group assignments in
a similar way.
CONCLUSION
The above report clearly defines what is the present business model practiced by Uber.
Through the report it can be concluded that there are a number of drawbacks for Uber which can
be worked upon through changing some of the strategic points in its business model. The
recommendation in the report provides a number of points which can be adopted by Uber in
order to make sure that they do not face any losses or drawbacks due to lacking business model.
REFERENCES
Books and Journals:
Sun, L. and et. al., 2020. How to price 3D-printed products? Pricing strategy for 3D printing
platforms. International Journal of Production Economics, p.107600.

Ma, J. and et. al., 2020. Ridesharing user equilibrium problem under OD-based surge pricing
strategy. Transportation Research Part B: Methodological. 134. pp.1-24.
Dyer, B., 2020. Creating Good Jobs: An Industry-Based Strategy. MIT Press.
Nakamori, Y., 2020. Innovation Theory. In Knowledge Construction Methodology (pp. 1-17).
Springer, Singapore.
Barns, S., 2020. City Bricolage: Imagining the City as a Platform. In Platform Urbanism (pp.
171-191). Palgrave Macmillan, Singapore.