Business Strategy: Impact of Macro and Micro Environment on Uber

This document discusses the impact of macro and micro business environment on Uber and its marketing strategy. It includes a PESTEL analysis of Uber, stakeholder assessment, and the application of the McKinsey 7s Framework and VRIO model.

Business Strategy

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
TASK 2............................................................................................................................................5
P2.................................................................................................................................................5
VRIO MODEL................................................................................................................................7
P3.................................................................................................................................................7
TASK 4............................................................................................................................................9
P4.................................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Business strategy refers to the techniques and method which might be formulated and framed the
manager of the set up order in order that agency can run its commercial enterprise in powerful
and green form. it is able to be a tough and fast of sports activities sports and moves that may be
utilised through the organisation to get hobby of its clients, strengthening typical performance,
mission desires and objectives of the commercial company commercial agency organization
organisation in top enough way. This written file is supported to Uber Technology, Inc. normally
referred to as Uber. It’s a ways an American enterprise commercial enterprise organization that
offer cars for rent, food transport, bundle deal delivery, couriers and freight transportation and so
forth. This project has grown to be installation in 2009 and is installation in San Francisco,
California, US. This file will communicate about the impact of macro and micro commercial
enterprise company surroundings on corporation and its marketing technique of actions. Further,
it'll deliver a cause at the back of about aggressive stress and alertness of mind and fashions
which help in acknowledging and interpretation of strategic making plans of agency.
TASK 1
P1.
PESTEL evaluation of Uber-
This is considered as techniques which are used through the management of any entity
for understanding as well as evaluating the influence of various factors which are out of control
of business firm upon practices as well as practices of enterprises. In addition to this, it much
vital tool for managerial evaluation of developing which aids into early determination of
development option and helps to prevent any risk for formation. Elements that affect the business
from outside are discussed below:
 Political – Uber have mainly impacted endless debates world widely. Moreover the
various political factors that influences enterprises undertaken through government
stability, corruption level, domestic marketplace bureaucracy and others. Additionally,
the various national authorities are concerned about norms of sharing economy. Also,
Uber expansion have difficult in developing impacts upon business traditional taxi
services which directs towards enhancement into disapproval towards them at several
levels. In a few international locations, like South Africa, the organization affected due to
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the reality the countrywide authority seizing the Uber motors because of the truth the
reason pressure did not maintain a taxi allow. In present day COVID pandemic scenario,
the commercial company of this affected negatively due to lockdown scenario. Due to the
fact the humans now not use public automobile in shipping so the sales and sales of this
company have an impact on in bad way. Alongside aspect this, government policy
additionally comprise in this interest so organizations and man or woman additionally
remember journeying associated hints in it. (Ukko and et. al., 2019).
 Economy: Sharing economy is assisted to intellectual as well physical resources through
Uber. Moreover, the sharing economy developed employment as well s various option of
jobs for person in huge numbers. In addition to this, they provide taxi services as well sa
develop effectual contribution in enhancing rate of employment. The Uber growth have
been exceptionally speed up even when it has a problems of lower costs putting up
through the normal taxi driver that manages the inconceivable care it facilitates. Also,
because of COVID 19, profit as well as sales of firm reduced that also impact economical
circumstances of respective entity adversely.
 Social: one of the effective aspects regarding Uber is that customers have essentially
been happy related to service facilitated by them. Moreover, the cost has been not much
compared to other taxis as well as it has attentive much. Along with this, Awareness have
been enhancing through social media, ads as well as much through words of mouth. Also,
the rides cost has also enhanced mainly into urban areas which is effective for Uber only
various times because of their instability. Due to their accessibility person have been
disposed to respective highly.
 Technological factor: Within 21 st century, the innovation is expanding as well s
development does not perform without innovation. Moreover, the business of ride sharing
for Uber have been an incredible development and experiences for riders and drivers as
well as it would only possible by technological development and innovation. In addition
to this, the respective firm have coordinated some unique highlights with their usages for
providing extraordinary encounter. Additionally, innovation is undertaken as one of the
vital factors leads Uber’s fastest growth. Furthermore, Online booking facilities as well as
payment is considered as much vital services wherein firm develop effectual usages of
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technology and this affirmatively impact business in respect of higher consumer’s base as
well as highly income.
 Ecological- Sustainability has been a scenario for optimum of the businesses as a result
Uber has moreover supplied essentialness to it. visitors cognition and gas intake have
make bigger, believed through many. Uber inexperienced has been released as its pilot
challenge to take sustainability into attention. The task takes riders requests of a
inexperienced upward thrust at a couple of buttons. on the facet of this, the respective
challenge additionally considered environmental and pollution act which certainly have
an effect on the firm in extra advanced manner.
 Legal- agencies need to abide via the law otherwise they want to pay fines and Uber
being in the transportation place, has giant fines isn't complied with the aid of the use of
the jail hints (Nadeem and et. al., 2018). in this contemporary state of affairs of corona
virus pandemic govern of numerous u . s . a . form one in all a type criminal guidelines
regarding safety and hygiene which might be considered via Uber in term of
transportation and meals delivery offerings and masses of greater.
Stakeholder assessment- Stakeholders illustrate to a person and agency of humans who've an
interest within the moves of a agency employer. In respect to Uber, there may be big range of
stakeholders that comes into such a variety of commands which encompass employees,
customers, drivers or riders, customers and hundreds of extra (Lim, Chalmers and Hanlon, 2018).
Stakeholder assessment of Uber can be finished with the useful resource of way of enforcing
stakeholder matrix that determines the concern of stakeholders based totally totally on their
particular interest and strength inside the company.
High Power-Low interest
 Government
 Media and PR agency
High power- high interest
 Shareholders
 Consumers
 Employees
Low power- Low interest
 NGOs
 NPOs
Low power- High interest
 Suppliers and dealers
 Riders
 Communities
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excessive strength, low hobby- it's far the group of stakeholder which gave immoderate authority
to have a take a look at and the impact the actions of the business enterprise corporation but
essentially have a low hobby. The control of Uber need to make efforts to maintain them fulfilled
and meet their needs to experience much less interference. for instance, the control Uber
assumes research joint research programmes with government with active engagement of media
to fulfil the needs of those stakeholders. in addition, clearing tax obligations and payment dues is
every other course of motion ordinary by using Uber to fulfil the dreams of presidency and
putting in commercial enterprise operations inner the rule of thumb of thumb troubles through
numerous countrywide government.
excessive power, immoderate hobby- it's far the unit if stakeholders with immoderate electricity
and high interest that makes it vital for the manipulate of Uber to offer the ones stakeholder a
priority and efficiently administrate their hobby within the operations of the organization.
Shareholders- The administration assures profitable business operation and future improvement
opportunities for the employer that fulfils the pastimes of shareholders and assists in increment
of capital for them. several engagement moves are completed with the goal of keeping
shareholders knowledgeable like financial session meetings, IR call and annual file and so on.
employees- humans are humans on foot for Uber and for protection in their interests in the
organization’s commercial company operations, management don't forget such levels like charge
of earnings well timed, supplying a wholesome and at ease administrative center, providing
worker stock alternative plan and numerous different blessings to inspire them and safety to their
hobbies.
clients- they may be maximum vital stakeholders of Uber and it is the obligation of business
enterprise to make sure excessive degree of patron fulfilment via imparting objects and offerings
at aggressive costs and establishing agency in an ethical and sustainable form (Oldman and
Tomkins, 2018). For safety of clients’ interest, management assures to supply high first-class of
products and actively address consumer response and lawsuits.
Low energy, low interest- those are the unit of stakeholder with less interest and authority inside
the business company moves of organization and consequently, the management of Uber take
lots less efforts to defend their interest and wonderful figuring out is strong like NGOs and
NPOs.
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Low energy, immoderate hobby- It signifies to the corporation of stakeholder with confined
strength, however a excessive hobby inside the operations and business organisation sports of
company. for that reason, the control of Uber assures to hold them aware about their interest
protection and take measures to preserve them cosy. For instance, clearing of price motive of
sellers on time and permitting advances to carriers. it is also maximum critical for the manipulate
to form an positive affect at the community inside it runs and ultimately, numerous
developmental obligations and extension of resource at some stage in economic and herbal
troubles is assured via the control of Uber to the hobby of riders and community included.
TASK 2
P2.
McKinsey 7s Framework
It is a framework and device that is utilised and carried out to decide the intrinsic capacity
f a firm with the help of acknowledging the coordination and basic overall performance of seven
key elements in the employer close to accomplishment of organisational goals and goals. the
define of this model in reference to Uber is as underneath:
Technique- It shows o the route of motion and suggestions which is probably designed and
formulated through the manipulate for the overall everyday overall performance of commercial
enterprise organization enterprise’s obligations and actions with an intention of achievement of
its dreams. The control of Uber has formulated plan like fee management method to perform the
set dreams of the enterprise business enterprise. Minimisation within the fees of imparting
offerings to provide competitive costs to the customers to build up control within the corporation
vicinity is the winning plan that being taken into consideration with the resource of using manner
of way of the management of respective corporation.
Shape- It shows the channel of communication and obligation of relation in the company which
analyses the float of exertions. The control of Uber has finished skip useful departmental shape
that allows the employees of several skills to combine and artwork with numerous practical
professionals (Hsieh, Ma and Novoselov, 2018). it's far a most important framework which assist
in development of the fantastic of labor inside the enterprise.
structures- It mentions to the numerous kind of strategies which can be being accompanied inside
the business business business enterprise for execution of the obligations and accountabilities.
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insurance of the manipulate describes the systems inside the established order. The management
of Uber completed comparative approach for execution manipulate of employees that assists in
encouraging the employees to execute the allotted works with the high-quality degree of
tremendous performance and effectiveness.
Shared charge- It suggests to the values, ideals, mission and imaginative and prescient that a
enterprise corporation has and determines the way that is predicted from everybody and worker
of the venture. The control of Uber with lead inputs from them and characteristic a shared values
to included and defend the pursuits of its stakeholders.
Style- style can be described due to the truth the problem in the form this is disquieted with the
manner managers and leaders engage with the human beings of the organization and effective
management of the organization operations. It suggests to the style not unusual through the
manipulate of the industrial agency business enterprise. The manipulate of Uber considers a
democratic style of manage and manage that lets in and motivates to actively contribute inside
the energy of will making hobby of the installation order and generates especially devoted and
advocated humans.
Frame of employees- It indicates to the form of people and the shape of person as humans of an
established order that analyses the performance and effectiveness in operations. The manager of
Uber has everyday an execution supported remuneration method for administrating and
enhancing the human beneficial useful resource of the agency. Personnel inside the corporation
are compensated on the basis in their execution ranges which inspire them to perform well.
capability- It mentions to the capability of the employees for any business enterprise. It analyses
the wanted level of competencies and abilities which is probably preferred to a employee to
successfully perform the allotted obligations. In reference to Uber, the manage of the task has
completed several schooling and development instructions to make enhancement within the
skills of body of employees. The organisational form of enterprise employer moreover allows to
employees to growth their dependable talents and competencies.
From the above framework, it is able to be assessed that the intrinsic factors of Uber have been
synchronized inside the proper from that allows the manager of the commercial enterprise
employer to carry out the economic commercial enterprise business enterprise operations and
additionally offers a splendid opportunity to use the functionality of this internal framework to
govern opposition position within the enterprise organisation area and earn competition benefits.
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VRIO MODEL
Resource Valuable Rare Inimitable Organisable
Brand value Yes No No No Toughness
Specialised
capability
Yes No No No Bare
correspondence
Financial
resource
Yes Yes Yes Feasible
tolerable
Human
resource
Yes Yes Yes Yes Situational
sameness
Valuable: Uber has string bran picture within the market so it's miles one of the key functionality
of this commercial enterprise business enterprise which assists them to perform competition state
of affairs inner such an entire lot of complex instances. Consequently, this employer has great
market image so that they've improvement options to earn competitive evaluation via fun its
client or the usage of precise talents.
unusual: specialized capability isn't so uncommon cause of respective company capable to utilise
great type of technology truly so they may be successful to sell their targeted strategies without
troubles. It right away influences commonplace talents and facts of whole manpower of the
organisation.
Inimitable: interior Uber economic sources plays important roles due to the truth they'll be
luxurious into imitate. As regular with it, employees of respective enterprise continually offer
their restricted facilities to every customer and attempt to increase of company.
Organisable: staff normally protected as most crucial section of business enterprise as they
constantly assists manipulate to lease quite professional man or woman with big information
regarding unique task profile. It assists business enterprise corporation business enterprise to
make their dedication effective simply so it expand normal performance and earnings of
established order.
TASK 3
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P3.
Porter’s 5 pressure assessment
It’s miles a strategic tool which may be utilized by the employer in term of analysing the
competitive characteristic of the commercial enterprise organization in particular market or
employer. The define of its far in connection with Uber is as below:
Threats of latest entrants- Uber lacks protection from new journey sharing groups that would
negatively fee masses a whole lot much less for the equal distance. The firm has tons much less
risk of new entrants as it provide its services as low rate and there are various authorities jail
recommendations which can be don't forget with the beneficial aid of way of the business
enterprise to feature in this enterprise agency. Uber’s coverage is to provide their software
program software program application for free of charge o inclined customers. that is a massive
force because it determines the organization’s survival in the agency.
Bargaining energy of providers- The respective company owns no automobile amongst its fleets.
In fact, Uber makes use of an outsourcing course of motion for its labour and belongings to
individuals who meet the terms and situations for utilisation in their maiden net software
application software program. it is also hard to opportunity particular drivers. vehicle owns are
accorded the freedom to make selection a number of the organization and opposition therefore
can negotiate for an effective hobby to company’s fee. In evaluation to other forces, providers’
power is slight in Uber.
Bargaining electricity of clients- The forces moreover moderates because the organization
organisation provides its services as low price and customers furthermore do not continuously
want Uber services in a normal foundation. In truth, best specific conditions which embody
lateness of difficult paintings and a scheduled event make the client to reserve its centers.
Threats of substitutes- This stress in particular have an impact on Uber as there are various
organisations which additionally provide offerings like Uber. as an instance, Ola, Rapido, Lyft
and masses of include offer transportation offerings (Nagy and et. al., 2018). alongside side this
Zomato, Swiggy and plenty of others, are mission which off meals shipping services like Uber.
aggressive rivalry- This stress furthermore particularly have an impact on Uber as there are
numerous venture which give services like Uber and create opposition for it. Lyft is one of the
key rival of Uber and Ola, Rapido, Swiggy, Zomato and so on, are one-of-a-kind mission which
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additionally create opposition through manner of supplying transportation and food shipping
offerings.
With the usage of this idea, the commercial enterprise business employer can correctly do
aggressive evaluation of its business enterprise mainly agency company. on the aspect of this, it
could determine its opposition and threat which it faced thru its opposition and their possibility
products and services.
TASK 4
P4.
Strategic planning
it is an act of a enterprise business enterprise organisation which offer an cause behind its plans,
manner of acting, choice making and task of property to pursue techniques, This planning way is
finished by way of way of the usage of the business enterprise to make increase inside the
industrial agency in time period of maximising revenue and productiveness. In Uber, the
manager can execute Ansoff Matrix in form of development in the enterprise organisation.
Ansoff Matrix-
marketplace penetration- it's miles the number one increase opportunity and inside it, the
manipulate of Uber can also want to make improvement in its employer with the resource of
using several promotional equipment and exchange in pricing techniques with the motive of
growing earnings and profitability (Ukko and et. al., 2019). There may be no chance because of
the reality the business enterprise supplied its contemporary services and products in gift
marketplace.
Product improvement- via adopting this feature, the organization ought to make development in
the products and services thru manner of innovation inner them. In Uber, this strategic desire can
be undertake in tem of enhancing patron base and earnings of the organisation. Inner it, danger is
excessive in evaluate to penetration phase because of the truth the product is new and
marketplace is modern so it is not easy that human beings will like new services and products.
marketplace development- this option of Ansoff matrix is danger for Uber, as via adopting this
feature, the business employer perform its company in a unmarried in every of a kind use of the
united states and market of the globe with its present day services and products so it isn't always
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verify that the modern-day-day offerings of Uber can be able to fulfil the need of people of
several market.
Diversification- it's miles the last boom opportunity and there can be immoderate chance.
Because of the fact at the identical time as the manager of Uber will adopt it, the goods &
offerings and marketplace every are new so it isn't high great that person of new marketplace will
like new services and products of respective services.
From the stated facts, it is able to be analysed that the control of Uber can take shipping of
marketplace improvement opportunity on the manner to help in maximising customer base and
profits of the organization with the useful beneficial resource of increasing its organisation
China.
Evaluation of the enterprise employer- Uber is an American venture which offers motors for
rent, food delivery, package deal transport, couriers, freight transportation and so forth. This
business organisation company come to be included in 2009 thru Garrett Camp and Travis
Kalanick and is headquarter in California US. The organization function its commercial
organisation corporation in approx 80 u . s . a . and feature its employer with the assist of
predicted 26,900 people. It offers genuinely one of a kind services and products like cell app,
vehicle, food transport and hundreds of extra.
venture- The cause of the firm is to make transportation like applicable s walking water,
everywhere for everybody.
vision- The cause of Uber is to make smarter transportation with fewer cars and further get
proper of entry too. Infrastructure that extra comfy, inexpensive and additional relevant further to
create greater hobby possibilities and higher income for drivers.
Objectives
The reason of Uber is as under:
 To enhance the income and market share of the corporation thru five% internal
subsequent 8 months via growing corporation in to new market.
 To enhance the income of the industrial business enterprise corporation thru the use of
manner of three% inner upcoming 10 months thru manner of supplying first rate
offerings in new marketplace.
Technique-
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STP model-. Within the segmentation section of this model, the supervisor of Uber can
segmented the marketplace at the idea of geographic and demographic which considers town or
city area and foundation of career and income. After doing segmentation, respective mission
required to purpose its capability clients the world over. For in addition development on this
manner, Uber take a look at its organisation elegance through manner of the use of making
recognition in their earnings and duration of corporation so that you can earn greater benefits and
capable to offer excessive form of provider to their clients. After segmentation and targeted on,
Uber is wanted to offer feature to its services within the marketplace (Lim, Chalmers and
Hanlon, 2018). The one of the amazing function of this employer in marketplace is they
generally offer powerful services to fulfi each client demands. therefore, having large
characteristic of the service this agency maximise their income and reap targeted goals.
Tactical dreams- it is based absolutely mostly on the short time period expected dreams of
project, venture and interest. those separated desires are specially utilised to check the control
within the commercial enterprise business enterprise’s that might applicable on various
operations of the organisation in an powerful shape. In recognize to Uber, the primary tactical
goal of the business corporation is to boom several form of strategies and guidelines in
connection with carry out powerful earnings goal and desires.
Tangible goals- the ones sorts of goals undergo in thoughts budgetary benefits, report, facilities,
products and others (Kitsios and Kamariotou, 2019). In reference to Uber, the critical difficulty
tangible reason of the company is to offer shape of advantages to its customers a excellent
manner to get a powerful satisfaction and business company accomplish its reason.
CONCLUSION
From the previous defined records, it is been summarised that advertising and advertising
technique of movements shows to those recommendations and strategies which can be
formulated with the useful aid of the manipulate of the mission for the powerful strolling of the
corporation in a particular company corporation. by way of using several shape which include
PESTEL and SWOT analysis, the administration of the company can determine have an effect
on of outdoor and inner commercial enterprise company surroundings additives at the economic
agency plans of corporation. With the execution of Porter’s five strain evaluation, the opposition
surroundings of unique enterprise commercial enterprise company organisation can be analysed.
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Numerous necessities, models, theories and so on, help in installing area strategic making plans
for the development of the enterprise in accurate sufficient form.
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