UBER 0 Seminar in Business Policy

Running Head: UBER 0
Seminar in Business Policy
Student Details
2/26/2019

Uber 1
Contents
Introduction................................................................................................................................3
I. Current Situation................................................................................................................3
A. Past Performance.........................................................................................................3
B. Strategic Posture..........................................................................................................5
1. Mission:...................................................................................................................5
2. Objectives:...............................................................................................................5
3. Strategies:.................................................................................................................5
4. Policies:....................................................................................................................5
II. External Environment........................................................................................................5
A. Natural Environment...................................................................................................5
1. Physical Resources..................................................................................................5
2. Wildlife....................................................................................................................6
3. Climate.....................................................................................................................6
B. Societal Environment..................................................................................................6
1. Economic.................................................................................................................6
2. Technological..................................................................................................................7
3. Political/Legal.................................................................................................................7
4. Sociocultural...................................................................................................................7
C. Task Environment.......................................................................................................8
1. Threat of New Entrants............................................................................................8

Uber 2
2. Power of Buyers.......................................................................................................8
3. Threat of Substitution..............................................................................................8
4. Power of Suppliers...................................................................................................8
5. Rivalry among Competitors.....................................................................................9
6. Power of Other Stakeholders...................................................................................9
III. Internal Environment....................................................................................................10
A. Corporate Structure...................................................................................................10
B. Corporate Culture......................................................................................................10
C. Corporate Resources..................................................................................................11
1. Marketing...............................................................................................................11
2. Finance...................................................................................................................11
3. R&D.......................................................................................................................11
4. Operations and Logistics.......................................................................................11
5. Human Resources..................................................................................................12
6. Information Systems..............................................................................................12
IV. Strategic Factors............................................................................................................12
A. SWOT Analysis.........................................................................................................12
B. TOWS Matrix............................................................................................................14
C. Evidence of the Hierarchy of Strategies....................................................................14
D. Recommended Strategy.............................................................................................14
References................................................................................................................................16

Uber 3
Introduction
Travis Kalanick, an entrepreneur founded Uber in 2009. He got this idea from his
frustration of being got stuck into traffic jams for unbearably long hours in San Francisco.
Uber has brought revolution in the taxi services all around the world which provide
customers with on demand transportation service. Uber provides the easiest way of booking
rides or cabs to the customers just by clicking on their phones. Cabs arrive at the location of
the customer in the minimum possible time. Uber has changed the entire process of booking
cabs or taxi as it provides of ease of booking rides and customers are free from the burden of
guiding their pick up locations and routes to the driver. Various companies adopted this kind
of business or start-up before also but it was the efforts and strategies of Uber’s team that
presented a huge success of Uber’s business model. Uber is considered among one of those
tech companies whose value is around $70 billion and it is present in 633 cities all around the
globe. This report discusses the business model, mission, strategies, objectives, policies,
external environment, and internal environment of Uber. At the end of the report, there would
be some recommended strategies for Uber to make improve in its business model.
I. Current Situation
Currently its competitors are gaining ground and giving tough competition to Uber due to
its involvement in lot of controversies due to not following rules in most of the cities. Despite
of all these controversies and challenges, Uber sustain its rank to 2nd in most disruptive
companies list of CNBC in 2018. Addition to its ride business, Uber has moved its business
in various different fields such as food delivery service through Uber Eats.