Research Methodology Assignment - Uber

Added on - 28 Jan 2020

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Research Methodology1
Table of ContentsTITLE AND INTRODUCTION..........................................................................................................3Title...................................................................................................................................................3Background of the industry..............................................................................................................3Issue identified for research..............................................................................................................3SIGNIFICANCE OF AND RATIONAL FOR THE PROPOSED RESEARCH.................................4RESEARCH QUESTIONS..................................................................................................................4RESEARCH OBJECTIVES AND FRAMEWORK............................................................................4SMART research objectives.............................................................................................................4Conceptual framework to achieve the research objectives...............................................................5LITERATURE REVIEW.....................................................................................................................5RESEARCH METHODOLOGY AND DESIGN................................................................................9ETHICAL CONSIDERATION..........................................................................................................11OUTCOMEs.......................................................................................................................................11TIMELINE AND GANTT CHART...................................................................................................12REFERENCES...................................................................................................................................132
TITLE AND INTRODUCTIONTitle“To understand the effectiveness of different growth strategies for expanding business atglobal level: A case of Uber Taxi”Background of the industryThe Taxi Industry operations in the worldwide have been run for centuries and it arose in theresponse to customer demand who wanted transportation at lower prices. For hiring private cabs, ithas required to pre-book the cab via a private hire operator (Rosenbloom, 2012). If the UK taxiindustry take into the consideration than as per the new law of London government, private hirevehicles needs to take licences to run their business in the London and other locations of UK. TheTaxi industry is giving a significant contribution to the UK economics. The Department forTransport’s 2012 statistics indicate that there are about to 300,000 licensed taxi in which 78,000 taxivehicles run in England and Wales and 155,000 private hire vehicles (Aaker, 2012). Till the 2011,the market share of private hire vehicles has about to 33%. The UK private hire transpirationmediums target the customers on the basis of the demographic segments. About to 18 to 29 agegroups are using the private hire vehicles and people who has between the 20% to 40% incomelevel are also showing the interest in hiring private transportations. Along with this, disable personsalso prefer the private cabs and other transportation modes (Hitt, Ireland and Hoskisson, 2012).In this context, Uber is one of the taxi operators which are running its business at differentnations. It is the major dominant organization in the field of taxi industry of the nation. In theworldwide, the market share of the cited company is increasing with breathtaking speed as compareto other traditional transportation modes. It is also very well known with the name of ridesharingfirm. Based on expenses reports from business travellers which have been published in first quarterof 2015 shows that an average 46% of the total paid car rides were via Uber. This average was 15%in the first quarter of 2014 (Wedel and Kamakura, 2012). As per the words of manager of companyis there is the strongest growth on Uber across business travel with the low cost option.Issue identified for researchAs Uber has expanded around the world and now operating the business in 68 countries.Although company is trying to balance users demand for the services. The reason of selecting theresearch topic i.e. understand the effectiveness of different growth strategies for expanding businessof Uber at global level is still there are some nations where company is at growing stage andsomewhere planning to enter into the countries. To become a market leader of taxi industry across3
the world, it has important to select right growing strategies to make business at all internationalmarket (Chaffey, Smith and Smith, 2012).SIGNIFICANCE OF AND RATIONAL FOR THE PROPOSED RESEARCHThe significance of conducting the following research is business of Uber is growing withthe exponential speed in the present time. It has run its operations in more than 68 nations byleading the market (Amit and Zott, 2012). But still there are some countries where organizationneeds to entre and show the presence at those locations. Along with this, there are some issues andchallenges face by the firm at the time of doing business which affect the performance and brandimage. So, to develop a new image in the customers mind and successfully entre into the newmarkets, it has required adopting some new growth strategies in order to grab market share andshow the presence at international level (Ramamurti, 2012).RESEARCH QUESTIONS1.What are the different types of market expansion strategies for Uber?2.Are the growth strategies effective for Uber to grab new market at international level?3.What is the difference between the various growth strategies in terms of pros and cons?RESEARCH OBJECTIVES AND FRAMEWORKSMART research objectivesTo determine the different types of market expansion strategies for Uber.To evaluate the effectiveness of growth strategies in grabbing of new markets for Uber.To compare different types of growth strategies in terms of pros and cons with respect to Uber.To suggest the effective ways by which Uber can operate at international level.Conceptual framework to achieve the research objectives4
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