Uber and Its Future: Strategies for Sustainability and Growth

This presentation discusses the future of Uber and its strategies for sustainability and growth. It explores the current innovations and major business plans for Uber, including proper designing, policy changes, aggressive marketing, partnership business, strategical adaptation, safety planning, and new options. The presentation also highlights the importance of adapting to local markets and ensuring safety for passengers and drivers.

UBER AND ITS FUTURE
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

INTRODUCTION
• “UBER” is an American multinational transportation network company that offers
services of peer to peer ridership and food delivery services.
• The company currently operates in across 63 countries and 785 metropolitan areas.
• With a revenue of around US$11.27 billion and a total asset of around US$24 billion as
of 2018, the company employs close to 40,000 people directly and indirectly.
• The huge employment opportunity and the presence of a good network of business in
both developed and developing countries makes UBER one of the best transportation
companies of the globe.

INTRODUCTION
• As mentioned earlier, Uber Technologies Inc. is a multinational transportation network company of
America.
• It offers various services including peer-to-peer ridesharing, food delivery and bicycle sharing structure.
The organization is established in San Francisco and operates in 785 metropolitan locations globally.
• Uber can be accessed through their mobile applications and the websites (Ross 2015). Uber has 110 million
users globally and a market share of 69% in the United States for customer transport and a market share of
25% for food delivery.
• Uber is very popular in sharing economy and is known as uberisation. Uber X is the basic service provided
by the company where a private ride is provided to four customers in a standard car (Cramer and Krueger
2016).
• Uber XL and Uber X cars have seats that provide child safety that can be availed with an extra charge.

UBER PRESENT
• Uber have been facilitating their service rapidly across the metropolitan cities around the
world. Sydney, Melbourne, Canberra, New York, Los Angeles, Chicago and other major
cities where the rush of the competitive corporate work life pushes people in achieving
more, Uber have been helping those people is accomplishing their daily work
• At present, Uber have been hailing as kind of archetypal disruptive business.
• The organization have also played havoc certainly with the upcoming taxi industry as they
have been emerging in most of the major cities around the world by modifying the rules of
transportations.
• Therefore, in the modern marketing analyst have found many provoking controversies at
their existence in the market (Cohen et al. 2016).

UBER POLICIES
• The policy can be said to be one of the most important elements and perspectives for the business of
app cab.
• The importance of the policies cannot be undermined easily as it shapes up the organization operations
and sustainability in the market.
• There has been a huge increase for UBER in the last five years globally and thus the importance of the
policies comes to the forefront.
• The increase in the business of UBER has been mainly because of the growth policy of the business
which has seen the expansion of the business in different kinds of new as well as old markets.
• The increase in the expansion of the business has been one of the major strategies of the business
enterprise.

UBER POLICIES
• There are different kinds of policies that is able to ensure the success of the business in a
proper and efficient manner.
• There is no doubt about the global plans of the company at the very start of the business
in the market.
• UBER took up the problem to solve that is truly global.
• The company came up with the idea in Paris, launched the company in San Francisco of
America and then just within 7 years of its existence, the company was able to expand
to more than 500 destinations worldwide.

INTERNAL ANALYSIS

ISSUES FACED BY UBER
• The main issue regarding the livelihood extermination of the taxi drivers has been the cheapness of the
rides charged by them.
• The tour that is estimated to be completed for $30 for say, is given under $26 by Uber, depending on
the fare experience and fare class of the ride and the vehicle selection.
• Thus, public have been preferring Uber for their modes have transportation over normal cab and taxies
that have raised in protests and charges over the organization.
• Sometimes it also have been seen that it becomes a zero-sum game when it comes to profit margin and
providing service, thus, one of the reason would be able to offer lower price rides to the customers
(Kashyap and Bhatia 2018).

ISSUES FACED BY UBER
• In the beginning of 2018, Uber have been faced to pay an amount of $20 million for settling
the claims and protest that were made by drivers.
• The claim was on the fact that they have been misleading the drivers working under them as
no matter how much they were standing at particular cities for earning.
• It was states that drivers in the New York region have been earning a median of $90,000 and
in San Francisco the figures have reached to an extent of $74,000, however the real rate
would be around $61,000 - $53,000 for the drivers who have been working for 40 hours a
week as estimated by the Federal Trade Commission of the United States of America
(Leguizamo et al. 2018).

FUTURE AND THE SUSTAINABILITY OF UBER
Current Innovations:
• In order to look at the priorities as well as future strategies of the company, first, it is essential to analyse
the present state of innovations conducted by Uber.
• Since its emergence as an ‘Uber Cab’, Uber has always tried innovation in order to create convenience
for its customers.
• This was reflected through the emergence of the Uber app in the month of June, in 2009, the same year
when it was born.
• After its birth, Uber had tried innovations like the introduction of peer-to-peer rides, with the help of
Uber Pop. This was again followed by the ride-sharing facilities through Uber Pool.

FUTURE AND THE SUSTAINABILITY OF UBER
• The expansion of Uber as food delivery, bicycle sharing system were also evident of the
company’s innovative plans to attract more customers in USA.
• Uber did not limit itself to only commercial services to the public, it had also included
luxury services like Uber Chopper.
• Uber Chopper offers the riders a 12 minutes, 15 minutes and also 25 minutes of riding with
just the help of a few taps on the riding options shown in the mobile app.

SUSTAINABILITY PLAN IN THE NEXT FIVE YEARS
• All the current innovative strategies of Uber have paved the way for the sustainability of the
company for the next 5 years in the competitive environment of global cab business.
• The advancement of the Uber Chopper, the addition of new system banners as well as alerts
in the year 2019; for the purpose of reminding the users to gather detailed knowledge about
the rides, like- car make and model, license plate and also the name and photo of the driver;
all these are able to make people availing Uber more secured.

SUSTAINABILITY PLAN IN THE NEXT FIVE YEARS

MAJOR BUSINESS PLAN FOR UBER
• Proper designing-The technological company is just in its advanced stages and has totally
miscalculated its marketing strategy and promotion in countries like China, India and the
other countries of Southeast Asia. The management of the business has been a total failure in
the maintenance of the proper and effective business operations. The management of UBER
has to carry out a better and much more comprehensive market study in order to ensure the
best services for the organization in these new markets.
• Policy Changes- The organization must take a careful look at the different kind of the
business practices and the policies in order to consider whether they were appropriate to
each of the specific countries. Uber would have fared in a much better manner for the
permission to operate from the different kinds of the established regulations and the different
kinds of the institutions.

MAJOR BUSINESS PLAN FOR UBER
• Aggressive Marketing- The management of the company must have invested time in the building of the different kinds
of the relationships with the different kinds of the taxi drivers than the foment hostile reactions along with the
aggressive entry tactics of the organization.
• Balancing Act- A proper and effective business planning and the fast execution is one of the most delicate balance. The
formulation of a good and effective business plan in the modern day is better than the planning of a perfect plan on
tomorrow. Three main things to take care in the globalization planning are as follows;
• Firstly, pre planning- the definition of the geographical and demographical expansion strategy of the business
organization
Secondly- Content- Marketing, communication and design
Lastly- Operations- Payments and Digital

MAJOR BUSINESS PLAN FOR UBER
• Partnership Business- The management of UBER has never acquired or partnered with all its local rivals. The
partnership with local rivals can help the company to gain a healthy market share and also earn profits from
different types of highly competitive business markets like China and Singapore.
• Strategical Adaption- The Company has been able to strategically adapt itself in different markets in the last 2
years in order to cater to the local market demands and different business aspirations. The company must carry
on different business operations strategically in order to ensure the best in the organization. It is important for the
organization to strategically plan the localization by the country as well as the timeline of the business, make sure
that the company is ready for easy internationalization, building tools and frameworks that helps to automate and
also optimize the translation and the update processes and lastly prioritize the high quality translated and visual
content that can easily communicate with the local market and also stay loyal to the brand.

MAJOR BUSINESS PLAN FOR UBER
• Safety Planning- There have been different kinds of the incidents related to the safety of the passengers especially women as
different kinds of incidents related to women has caused a panic among the regular passengers. The company has to ensure
the safety of the business organization in a proper and efficient manner to ensure the safety and also ensure the reputation of
the business. The safety of the passengers will certainly ensure the profitability of the app cab based service in the global
business market.
• Safety Planning for Operators- Apart from the safety and the security of the passengers, it is important for the management
of UBER, it is important for the business to ensure the safety of the drivers in a proper manner. The management of UBER
has designed the applications for the drivers in such a manner that it has some necessary options or some specific applications
in it that is able to track each and every movement and actions of the drivers and the passengers while riding. The control
room can operate and control all these things with just one click. It is important for the organization to ensure the safety of
the drivers as they are the ones who are the main source of business for the enterprise.

MAJOR BUSINESS PLAN FOR UBER
• New Options- UBER Eats must be equipped with different kinds of policies and technologies that has
the capability to ensure the safety of the riders who deliver the foods to the customers. Lastly it is
important for the business to formulate a proper and effective business strategy to ensure that the
business can manage the operations and also meet the goals and objectives of the enterprise in a
positive and smooth manner.

REFERENCES
• Anwar, S.T., 2018. Growing global in the sharing economy: Lessons from Uber and Airbnb. Global Business and Organizational Excellence, 37(6), pp.59-
68.
• Balasubramanian, K. and Ragavan, N.A., 2019. What are the key challenges faced by the Malaysian hospitality and tourism industry in the context of
industrial revolution 4.0?. Worldwide Hospitality and Tourism Themes, (just-accepted), pp.00-00.
• Braithwaite, J., Churruca, K. and Ellis, L.A., 2017. Can we fix the uber-complexities of healthcare?. Journal of the Royal Society of Medicine, 110(10),
pp.392-394.
• Buildfire.com (2019). Uber Revenue and Usage Statistics (2019). [online] buildfire.com. Available at: https://buildfire.com/uber-statistics/ [Accessed 15
Jun. 2019].
• Cramer, J. and Krueger, A.B., 2016. Disruptive change in the taxi business: The case of Uber. American Economic Review, 106(5), pp.177-82.
• Davidov, G., 2016. The status of Uber drivers: A purposive approach. Spanish Labour Law and Employment Relations Journal (2017), Forthcoming, pp.17-
7.
• Edelman, B.G. and Geradin, D., 2015. Efficiencies and regulatory shortcuts: How should we regulate companies like Airbnb and Uber. Stan. Tech. L.
Rev., 19, p.293.
• Gizmodo.com (2019). Uber Claims ‘Aerial Ridesharing’ On Track to Be ‘More Economically Rational’ Than Driving in About Three Years. [online]
Gizmodo.com. Available at: https://gizmodo.com/uber-claims-aerial-ridesharing-on-track-to-be-more-e-1835435983 [Accessed 15 Jun. 2019].