Managing Strategy Risk and Projects | Report

Running head: MANAGING STRATEGY RISK AND PROJECTS
MANAGING STRATEGY RISK AND PROJECTS
Name of the Student
Name of the University
Author Note

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Executive Summary
The main purpose of this report will be to develop a business case, which will include the
problem, identification of the possible options. Recommendations will also be provided here.
The main purpose of this report will be to convince the major shareholders of the
organization to alert them about similar business case for future purposes. The business case
selected which is to be discussed for this report is sexual and other assaults made by the
drivers of Uber in Australia to its passengers, mostly of them are female. In some cases, the
drivers are also getting sexually harassed by the passengers or customers.

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Table of Contents
Introduction................................................................................................................................3
Statement of the Problem...........................................................................................................3
Analysis......................................................................................................................................3
Discussion of Possible Options..................................................................................................4
Recommendation........................................................................................................................5
Details of the Chosen Option.....................................................................................................5
Conclusion..................................................................................................................................6
Reference....................................................................................................................................7

3MANAGING STRATEGY RISK AND PROJECTS
Introduction
The main aim or purpose of this report will be to develop a business case, which will
include the problem, identification of the possible options. Recommendations will also be
provided in this report. The main purpose of this report will be to convince the major
shareholders of the organization to alert them about similar business case for future purposes.
The business case selected which is to be discussed for this report is sexual and other assaults
made by the drivers of Uber in Australia to its passengers, mostly of them are female. In
some cases, the drivers are also getting sexually harassed by the passengers or customers.
Statement of the Problem
The problem statement of this business case is that the organization has faced a series
of sexual and other assault allegations in the region of Australia. It is hampering the brand
image of Uber in the region of Australia as well as throughout the world. In some cases, the
drivers who are harassing the women are found to be drunk while driving. The opposite thing
has also been identified, where the passengers were drunk and assaulted the driver when they
refused to hear to what the passengers were saying to the drivers (Uber Newsroom, 2019).
Analysis
According to the problem statement, it can be said that the drivers who are harassing
the women are found to be drunk while driving. The opposite thing has also been identified,
where the passengers were drunk and assaulted the driver when they refused to hear to what
the passengers were saying to the drivers. And these are increasing day by day and not only
in Australia, but also in many other countries like in other parts of the world like India the
United Kingdom and the United States of America (Uber Newsroom, 2019). And these cases
were happening irrespective of time and place, but mainly occurring during the evening and
night time. Usage of abusive languages were also taking place in the time of assault from
both the parties and assets like the parts of the vehicles were getting damaged by the drunken
passengers. Sometimes, apart from assaulting the female passengers, many things are getting
stolen by the drivers, which included phones, wallets and ornaments (Larcker & Tayan,
2017). Cases has been filed to the police where the assaults are occurring, but it is not at all
helping to reduce the happenings. Some drivers are even threatening the passengers
irrespective of their gender with their gun and this has been a global question towards the
organization of Uber that how is it possible for an Uber driver to possess a gun and carry it

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with the while they are officially driving their vehicles for the organization by keeping the
application of Uber active. They are acting like a professional thief and are threatening the
passengers with their gun and stealing their belongings. All these things have hampered the
brand image as well as brand loyalty of Uber globally and steps has been taken, but things are
not getting under control, rather it is increasing day by day in almost all the regions where the
organization run their services of ride sharing (NewsComAu, 2019).
Discussion of Possible Options
In order to reduce or stop all the sexual and other assaults in and around the world, the
organization of Uber has taken some necessary actions. They have committed themselves to
bring a global change in their driving process to tackle the epidemic of gender-based violence
around the worldwide. It is affecting the society of passengers and drivers along with the
community where the organization run their business operations. They felt their it was their
duty to address these issues on urgent basis and they have identified it is mandatory to
educate themselves as well as the society to possess possible options or outcomes to face
those situations. For example, the organization of Uber invested $5 million in 2017 over five
years to support the programs involved in sexual prevention, which started in the parent
location of Uber, and that is, the United States of America (NewsComAu, 2019).
They have announced two fresh partners in the United States of America, namely
Futures Without Violence, an entity engaged with prevention of leading gender-based
violence program who are involved in improving the policy development, ground breaking
programs and public action campaigns structured to safeguard and stop the violence against
women as well as children globally; and RAINN, a national non-profit organization that
governs the National Sexual Assault Hotline and supplies precious and important advices to
the people who are reporting about sexual violence. The organization of Uber have also
expanding their education efforts globally, which included nations like New Zealand, the
United Kingdom, Australia, Mexico, Costa Rica, Brazil, Colombia Peru. Apart from these,
the organization also activated the substantial global society of drivers and riders to share
information related to important prevention. This program brought together the sexual
violence experts with lots of employees and managers of Uber throughout the above said
countries (Uber Newsroom, 2019).
The organization also started to working with prevention experts, and have spent a
quality time in listening and meeting with leaders from women law enforcement from across

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the region of America and corporate leaders engaged in transportation and travel sectors, in
order to put an end to sexual violence while driving with Uber. A series of action has also
been taken on the platform of Uber along with their organization, which includes elimination
of forced arbitration or negotiation for individual claims of sexual harassment and sexual
assault for all riders, drivers and employees, launching of new safety features, commitment
towards the release a first-of-its-kind transparency report, strengthening the background
screenings of the organization and creation of a taxonomy in betterment of identification of
misconduct claims and sexual assault cases (O’Brien et al., 2018).
Recommendation
Recommended steps required for Uber to reduce or stop the various kinds of assaults
for both the riders and drivers includes introduction of features like shortcut to phoning triple-
0 from the application of Uber. This new technology will use the technology possessed in the
smartphones used by the passengers. This new feature will show the real-time location on a
map also as a GPS address which can be shared directly with people from law enforcement if
required. This will help the law enforcement employees when they will investigate the
incidents related with assaults, and will provide real and solid technical data that will help to
solve the case (Chee, 2018). This feature will also display an estimated route through which
the victims can pass on in case of emergency services. The riders also can share their location
with up to five friends selected by them. Help from the police is also taken in order to prevent
the riders and drivers from various kind of assaults. Emergency buttons need to be there and
should be in working conditions through which can be accessible by both the drivers and
riders, through which the local police of the assaulted location can get a trace about the
location and reach the destination or track the car to investigate the case. The emergency
button need to in working condition and if it is found not working, necessary steps will be
taken against the organization (Griffith, van Esch & Trittenbach, 2018).
Details of the Chosen Option
The chosen options have been initiated in the regions like New Zealand and Australia,
and has seen the success, as it has reduced the number of assaults and helped the law
enforcement leaders along with the police to solve the cases in quick successions. And
according to the success of the recommended steps, the organization of Uber has decided to
use and spread this feature in other parts of the world where they are running their business
operations. This has helped both the riders as well as the leaders to use these features in case

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of emergency situations. Uber should also need to stress on the rating system given by the
riders to the drivers and vice-versa, so that the organization can ban the drivers from their
organization, and the same thing can be implemented on the riders, who are receiving poor
ratings from the drivers. This will help to reduce the assaults globally and can restore the
loosen brand loyalty and brand image for the organization (Park et al., 2017).
Conclusion
From the above discussion, it can be concluded that Uber, being a global leader in the
riding facilities, possess both positive and negative features. The organization should stress
on the both the factors, increase the positive features and decrease the negative ones.
Passengers or riders are the persons who help the organization to earn profit as well as sustain
the top position around the world so it is their major duty to safeguard the interest of them,
while also protecting the drivers from the aggressive riders, as drivers are the person who are
helping the organization to move from one place to other, and penetrate into new market
places globally. New policies and programs need to be implemented and followed properly
by the organization, so that it will help to reduce or stop all the above discussed assaults
involving both the drivers and the riders.

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Reference
Chee, F. M. (2018). An Uber ethical dilemma: examining the social issues at stake. Journal
of Information, Communication and Ethics in Society, 16(3), 261-274.
Griffith, D. A., van Esch, P., & Trittenbach, M. (2018). Investigating the mediating effect of
Uber's sexual harassment case on its brand: Does it matter?. Journal of Retailing and
Consumer Services, 43, 111-118.
Larcker, D. F., & Tayan, B. (2017). Governance Gone Wild: Epic Misbehavior at Uber
Technologies. Rock Center for Corporate Governance at Stanford University Closer
Look Series: Topics, Issues and Controversies in Corporate Governance No. CGRP-
70, 18-3.
NewsComAu. (2019). Aussie Uber riders will soon be able to call triple-0 in the app.
[online] Available at:
https://www.news.com.au/technology/innovation/motoring/uber-australia-adds-
emergency-call-feature-to-its-app-following-sexual-assault-allegations/news-story/
594db096c64bf8b0114a5e985e1e78e9 [Accessed 20 Aug. 2019].
O’Brien, S., Black, N., Devine, C., & Griffin, D. (2018). CNN investigation: 103 Uber
drivers accused of sexual assault or abuse. CNNTech, April, 30.
Park, J., Kim, J., Pang, M. S., & Lee, B. (2017). Offender or guardian? An empirical analysis
of ride-sharing and sexual assault. An Empirical Analysis of Ride-Sharing and Sexual
Assault (April 10, 2017). KAIST College of Business Working Paper Series, (2017-
006), 18-010.
Uber Newsroom. (2019). Driving Change — Expanding our commitment to help end global
sexual assault and gender-based violence | Uber Newsroom Australia. [online]
Available at: https://www.uber.com/en-AU/newsroom/driving-more-change/
[Accessed 20 Aug. 2019].