Research Report on Uber Strategy | Study

Running head: UBER STRATEGY
UBER STRATEGY
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Executive Summary
The research report is based on the competitive strategy of Uber in the international competitive
market. The Ride sharing industry is very competitive in nature and in consideration of this,
Uber has been adopting a variety of strategies to ensure success. This report aims to make a
comparative analysis of those strategies and aims to provide recommendations based on the
same. The report has outlined its objectives followed by the Review of Literature and the
findings of the study. Certain recommendations to be adopted by Uber have also been provided.

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Table of Contents
Introduction......................................................................................................................................4
Overview......................................................................................................................................4
Background of the company........................................................................................................4
Research aim................................................................................................................................5
Research Objectives.....................................................................................................................5
Research Questions......................................................................................................................5
Review of Literature........................................................................................................................7
Gaps in the Literature Review...................................................................................................13
Findings and Discussion................................................................................................................14
Competitive Strategies of Uber LLC in the Present Day and Age............................................14
Strategy of Customer Loyalty and Customer Retention............................................................14
Opportunities which lie ahead for Uber.....................................................................................15
Growth Model of Uber..............................................................................................................17
Competitive Business strategy...................................................................................................19
Conclusions and Recommendations..............................................................................................20
Recommendations......................................................................................................................21

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Introduction
Overview
The business environment can be considered to be largely competitive in nature and it is
due to this reason that, it is important for the different organizations to make strategies with the
help of which they will be able to compete well in the business environment. Hence, with
consideration to this, the main aim of the report is to highlight the overall competitiveness of
Uber in the international public transport and highlight the ways in which the firm can adopt
competitive strategies with the help of which, they will be able to retain their position in the
market as a market leader and in addition to this, also be able to see to it that it is able to improve
its brand image and customer retention.
Background of the company
The Uber technologies is also known as Uber which can be stated to be an American
multinational ride hailing enterprise which offers service which comprise of peer to peer
ridesharing, food delivery services, ride service hailing and the micro mobility system with
electric bikers as well as scooters (Wsj.com 2020). The enterprise is based in San Francisco and
has operations in more than 785 metropoliton areas around the globe. Around the world, the
company has more than 110 million worldwide users and the firm can be stated to be the
competitive leader for the sharing economy concept. The company has been successful in
bringing about a large number of changes in the industry and as a result of this, the act of Uber
and its related operations is often known as uberisation.
However, everything has not been smooth for the firm and like the other transportation
network companies, Uber has been criticized time and along for the poor treatment of the

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different drivers, for disrupting the taxi cab services, for the increase in the traffic congestion
and lastly, for the aggressive strategy which Uber generally tends to apply in dealing with
various unlawful practices as well as regulators.
Research aim
The main aim of the research is to outline way in which Uber has been performing in the
international market and additionally, the report also aims to highlight the different strategies
which can be adopted by the firm in order to maintain the competiveness in the long run and to
be able to remain a market leader.
Research Objectives
The objectives which have been set down for the research can be stated to be as follows:
 To understand the competitiveness of the Uber as a brand in the international market
 To analyze the manner in which the enterprise will be able to adopt various strategies in
order to ensure long term success.
 To provide recommendations based on which the firm will be able to perform well in the
future and maintain its market leader and image.
Research Questions
The research questions which have been set down for the paper can be stated to be as
follows:
1. What is the competitiveness position of the Uber as a brand in the international market?
2. What is the manner in which the enterprise will be able to adopt various strategies in
order to ensure long term success?

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3. What recommendations can be provided based on which the firm will be able to perform
well in the future and maintain its market leader and image?