Managing People & Organization - Uber Case Study

RUNNING HEAD: MANAGING PEOPLE & ORGANIZATION 0
UBER CASE STUDY
Managing People &
Organization - Uber Case
Study

UBER: MANAGING ORGANIZATION & PEOPLE 1
Executive Summary
Uber innovations Inc. is a worldwide transportation innovation organization. Its headquarter
is in San Francisco, California, in the United States of America. The company was set up as
Ubercab in 2008 after its promoter Travis Kalanick and Garret Camp went to LeWEB in
Paris. They got the possibility of developing the application programming for taxi
transportation after they were rained on and could not discover a taxi to drive them to the
airport. The thought was introduced by Garret who takes and expressed the possibility of
Ubercab. There were numerous problems in the running of the organization which we will be
going to see about in this report.

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Table of Contents
1 Introduction........................................................................................................................2
2 Identified issues and problems...........................................................................................4
1.1 Problem........................................................................................................................4
1.1.1 Bad Public Relation and Marketing.....................................................................4
1.2 Problem........................................................................................................................5
1.2.1 CEO is shouting over diminishing pay................................................................5
1.3 Problem........................................................................................................................7
1.3.1 The revelation of sexual harassment....................................................................7
3 Discussion..........................................................................................................................8
4 Recommendation................................................................................................................9
5. Conclusion............................................................................................................................11
6. Bibliography....................................................................................................................13
7. Appendix..........................................................................................................................17

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1 Introduction
This report discusses in relation to managing people and organization in an effective efficient
manner. Every organization faces certain issues and problem in running their business in the
era of the competitive environment. As in, this assignment is observed that Uber X CEO
Travis Kalanick hindered Uber’s performance due to his management missteps which
resulted in mistrust from customers, investors, drivers and regulatory agencies, and staff
criticisms. Various management problems were generated in the path of uber which will be
going to discuss in this report by applying various management theories. This report will also
be emphasizing on problems and challenges which are occurring in the Uber organization and
ways of dealing with them.
“Where lifestyle meets logistic” Slogan which would be spoken no sooner by every traveling
worker who does not have a vehicle. Uber Technologies is an accessible transport network
corporation which is headquartered in San Francisco, Calfornia, United state. Uber was
founded by Garret Camp and Travis Kalanick. The transportation services are accessible in
66 countries over 507 cities worldwide (Hartmans & Mcalone, 2016).
However, in just 2 months, 3 main events are currently resultant in the organization to be
seen in an adverse condition. These actions have been affecting individual opinion regarding
Uber (Levin, 2015).
Uber has revealed constant progress, with net income of about $5.97 billion in 2016. Though,
the organization is also been bearing enormous losses in previous ages and had losses of $3
billion at the end of 2016 (Appendix 1). Uber core business is to offer a marketplace for the
ride-hailing facility sustained by point-to-point software skill and cell phone apps, linking
drivers and passengers. In the past few years, Uber is going through serve reputational
problems that are straightly linked to a number of scandals which are mainly recognized to

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the former administration of the company environment. So, to cope up with such type of
difficulties in the organization various theories related to Values and attitudes, managerial
communication, managing behavior, managing diversity, managing groups and teams will be
applied.
2 Identified issues and problems
The main corporate problem facing by uber is bad leadership. Even though the organization
has achieved to grow extremely over the years, but it has been criticized for the way it treats
employees. According to the employees they are incapable to raise their difficulties to the top
management. As of now, Uber has been extremely evaluated for 3 cases in an era of just 2
months.
1.1 Problem
1.1.1 Bad Public Relation and Marketing
Uber was existing in a public relation & marketing nightmare, together with claims of the
wrong hold of user data, and thieving intellectual property from a Google spin-off. Links to
President Trump and how Uber responded to a cab strike in New York City lead in a viral
#DeleteUber campaign on social means (appendix 2).
Multiple management mistakes under the X-CEO Travis Kalanick slowed down the uber
performance. He empowered to make a resolution without the intense permission from the
establishment’s headquarters. Although the manager always emphasis on the main values and
relied fully on the team. His leadership style both result in Uber success and stained the
organization reputation. This reveals the problem of managing group and teams as well as
managerial communication. This was one of the major issues, which was affecting the
performance of the organization (Zetlin, 2018).

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1.1.1.1 Solution
This problem should cope up by setting good leadership personality for the organization as
well as by setting smart strategy. The proper discussion should be conducted with the top
authority before taking any decision for the organization which should be adopted by the
company on an immediate basis. A well as,
• Uber should improve resilience, which will support them through hard times and which
should be implemented within a period of 1- 2.5 years. Proper public relation theories as
well as policies should be framed;
• They should construct strong connections with the main influencers; and,
• Should have a healthier solid idea for social media within 1 year which can help them in
their success.
This solution should be implemented immediately as per the time frames specify by
taking this problems seriously and by hiring good level marketing communication guy. A
good marketing process by the company can be achieved in a medium-term by applying
innovative technology as well.
This can be more explained with the help of Excellence theory which helps in figuring out
that empowerment of public relations is a critical management role and Public relations
models which state that association should base its inner and exterior message and connection
building on the two-way symmetrical model (DeGroot, 2015).
1.2 Problem
1.2.1 CEO is shouting over diminishing pay
There was a leaked video screening Uber CEO Travis Kalanick moralizing Uber driver Fawzi
Kamel for ‘responsibility’ during a fight over dropping Uber incomes (Appendix 3)